… especially if you’re an Australian business.
Ok so that might be a little dramatic, but stock imagery can have an impact on your overall social proof if not used strategically.
I’ve looked at enough online recipes to know how annoying it is to have to scroll through all the fluff and anecdotes to get to the information you’re here for, so I’ll keep it concise and to the point.
With online presence being a key factor for social proof in the digital age, businesses go through the struggle of what to use for visual elements across their branding.
The increasing availability of apps like canva, has made it easier than ever to create and find content that is cheap, if not free, and instantly accessible. Many businesses use stock imagery to then allocate their time and funding into other areas of business, but when is it time to bring the focus back to the visual identity of your brand?
When it starts to impact your credibility.
Sure, using stock imagery isn’t a ‘bad’ option, but there’s a big difference between using stock strategically and relying on it as your brand’s main visual identity. Especially in the Australian market. Here’s why:
Stock Photography Wasn’t Built with Australia in Mind
Most of the well known stock libraries were created for a global audience – and are often US or Europe-centric in their style and content. That means that everyday Australian life, workplaces, landscapes, and cultural cues are underrepresented in the digital space.
Seemingly generic images can feel off when they don’t reflect local settings or people your customers recognise and can resonate with. It can be hard to describe why, but your online audience can feel it subconsciously. It can be likened to the current influx of AI generated content we see in our news feeds, even if we can’t quite put our finger on it, we just know what is AI generated (most of the time).
When Australian specific imagery is limited, it leads to many businesses pulling the same images from the big stock sites, leading to oversaturation and inability to maintain consistent visuals in content.
How to Use Stock Imagery Strategically
For many small businesses, stock imagery is a means to getting their foot in the digital door, so here’s how you can use it strategically.
- Make sure the imagery matches your brand tone.
When exploring stock image banks, ask yourself: Does the image match my brand’s personality? Does this image feel real for my audience? Can my audience resonate with the image? - Make sure the imagery blends with your visual identity.
The imagery needs to work well with other visuals you are using to avoid creating a disjointed message. Look at the overall warmth of your branding, are your colours bold or muted? Are they stark and commercial? Or soft and candid? - Utilise the filters
No. Not those filters. I’m talking about refining your search results. A great example of this is using the colour filter on Adobe Stock. You can search image results by overall colour, and can even input a specific hex code into your search, finding visuals that match your visual branding.
Image Banks are Improving – Some Resources You Can Use
There are several Australian focused image banks that are emerging, and are worth a look when you need generic imagery that will still resonate with your audience:
Landscape and Architecture Focus – australianstockimages.com.au
Family and Candid Focus – truestock.com.au
Trade, Sport and Diversity Focus – austockphoto.com.au
Brand Photography is Your Own Personal Image Bank
Investing in custom visuals through brand photography is the guaranteed way for your business to have imagery that is reflective of your brand using consistent colour, tone and personality.
Audiences today are visually savvy. They can tell the difference between generic and owned imagery, even if they can’t articulate why. Tailored imagery featuring branded elements and recognisable settings and locations will help you stand out from your competitors, and allow you to not just exist online, but be memorable.
