Not all of us have time (or the budget) to run photoshoots whenever we need a visual for an ad, website, or social post. That means that if you’re a busy entrepreneur, marketer, or content creator, stock images can be a lifesaver if you use them correctly.
But there’s one problem: Many stock photos look generic, staged, and downright cringeworthy (think an overly excited woman laughing at her salad). So, how do you use stock images effectively without making your content feel like a cheap infomercial?
The answer is yes. Read on to explore seven awesome ways to use stock images for the best results.
Table of Contents
What are stock images?
7 ways to get the most out of stock images
1. Avoid legal trouble by knowing your image rights
2. Stop using overused, cringy stock photos
3. Choose images that match your message
4. Use stock photos that evoke emotion
5. Keep it clean and simple
6. Edit and customize stock photos to make them your own
7. A/B test different stock photos to find what works best
Rounding up
What are stock images?
Stock images are ready-to-use photos available for businesses, marketers, and designers who need visuals without the hassle of hiring photographers (or taking the photos themselves). They come in different categories:
- Public domain (PD): Free to use without a license, and you don’t need to credit the owner
- Royalty-free (RF): You pay for the image once and use it multiple times. However, you can’t resell it, as only the owner has the right to do so.
- Rights managed (RM): Pay-per-use images that are usually exclusive to the user, which means competitors may not have access to the same photos
Knowing the difference between these types of images matters because using an image incorrectly may have legal repercussions (more on that below).
7 ways to get the most out of stock images
1. Avoid legal trouble by knowing your image rights
Reading the legal fine print is rarely fun, but using an image without understanding its license can land you in serious legal trouble. Therefore, keep these points in mind:
- Never assume an image is free just because it’s on Google
- Always check the license before using a stock photo
- If in doubt, stick to free stock sites like Unsplash, Pexels, or Pixabay
Pro tip: If you’re working on a high-stakes campaign (such as a big product launch), invest in rights-managed images to avoid competitors using the same visuals.
2. Stop using overused, cringy stock photos
Let’s play a game: Have you ever seen these stock photos?
- A group of businesspeople in suits, shaking hands in an empty boardroom
- A man laughing maniacally with a silly hat on
- A customer service rep wearing a headset, smiling like they just won the lottery
If you’ve seen them a million times, chances are that so has everyone else, and using them can make your brand look lazy, outdated, or unoriginal. Instead, look for stock images that feel natural, candid, and authentic, like real moments captured in everyday life. Here’s what to keep in mind:
- Skip the stiff, posed models
- Choose images with realistic lighting and settings
- Look for diverse representation that reflects your audience
Pro tip: If you see a stock image that looks too “perfect,” skip it. Instead, look for one that feels genuine and relatable.
3. Choose images that match your message
Confusing ads are a big problem in today’s marketing space. One minute, you may be scrolling through Instagram and see a cute puppy wearing sunglasses. You may think it’s an ad for pet products or sunglasses, but when you click on the ad, you discover it’s actually for accounting software.
It sounds far-fetched, but using random stock photos that have nothing to do with their product is a common mistake brands make. Don’t fall into the same trap. Instead, choose images that directly support what you’re selling, for example:
- If you’re selling fitness gear, consider showing someone using it
- If you’re promoting a finance app, feature a stock image of someone managing their budget
- If you’re marketing a café, use an image of your exact type of food or drinks
Pro tip: Before picking a stock photo, ask yourself: “Does this make sense with my ad copy?” If not, choose a better image.
4. Use stock photos that evoke emotion
People connect with faces and feelings. A photo of two friends laughing? That feels real. But a staged shot of a model awkwardly smiling at the camera? Not so much. Good stock photos should feel like a moment, not a photoshoot. Here are some things to consider:
- Use images of people expressing real emotions (joy, curiosity, excitement)
- Ensure the image’s tone matches your message (serious, playful, inspiring)
- Avoid anything that feels too posed or unnatural
Pro tip: If an image doesn’t make you feel something, it won’t make your audience feel anything, either.
5. Keep it clean and simple
Avoid using busy, cluttered stock images with too many colors, objects, or distractions. Although some situations call for it, choosing clean, minimal photos that enhance your message is better than overpowering it.
For example, let’s say you’re running a wedding planning ad. Instead of a chaotic photo of a bride buried under paperwork, use a simple, elegant image of wedding flowers or a couple exchanging vows.
The goal is to make your visuals feel effortless and intentional.
6. Edit and customize stock photos to make them your own
Here’s a game-changing trick: Instead of using stock images as-is, tweak them slightly to make them your own. You can crop them to change the focal point, add a branded overlay (logo, text, or color filter), or combine multiple stock images to create unique designs. These customizations can easily make your content look more original and brand-aligned.
Pro tip: Use Canva or Photoshop to add your brand colors, text, or icons. This is a great way to make stock photos less generic.
7. A/B test different stock photos to find what works best
If you’re not sure which images perform better in an ad, you can always try different ones using A/B testing. Here’s how the process goes:
- Run A/B tests by creating two identical ads with different stock photos
- See which gets more clicks, engagement, or sales
- Use that data to choose better images in the future
This strategy eliminates the guesswork in picking stock images and helps you optimize your visuals based on real results.
Pro tip: Try testing lifestyle vs. product images to see which resonates better with your audience.
Rounding up
Stock images aren’t bad, but terrible and generic stock image choices can hurt your brand. If you follow these tips, you’ll be able to use stock photos that enhance your content, attract your target audience, and make your ads more effective.
Just remember to check image licenses (so you don’t get sued), avoid generic/overused stock photos, choose visuals that match your message, pick pictures that evoke real emotions, keep it clean and simple, customize images to make them your own, and A/B test to see what works best. Finally, by being intentional with your stock image choices, you’re more likely to stand out in a sea of boring, staged photos.
