How to ‘Un-Stock‘ Your Photography: 8 Examples That‘ll Change the Way You Choose Photos

As a marketer, you‘re likely well aware of the vital importance of strong visuals in your campaigns and content. Research has consistently shown that images are the most engaging type of content online. For instance:

• Articles with images get 94% more views than those without (Skyword)
• Including a photo on a press release increases views by 45% (PR Newswire)
• Tweets with images receive 150% more retweets than tweets without images (Buffer)
• Facebook posts with images see 2.3X more engagement than those without images (BuzzSumo)

However, not all images are created equal when it comes to making an impact. In fact, the old standard of generic, staged-looking stock photography is quickly losing favor with today‘s increasingly savvy consumers. A UK survey found that only 14% of consumers believe the claims made in advertising are true (Creditcards.com). It‘s no wonder then that obvious stock photos, which scream "fake!", fail to inspire trust or interest.

To cut through the noise and make meaningful connections with your audience, it‘s time to rethink the type of stock photography you use. Enter authentic stock photos – candid, natural images that capture real moments and people. These photos ditch the cheesy poses and forced smiles in favor of genuine emotion and experiences that your audience can relate to.

The Science of Authenticity

Why do natural, realistic photos perform better than staged stock images? The answer lies in psychology. Humans are hardwired to crave and respond positively to authenticity.

One study published in the journal Nature Communications found that authentic behavior is contagious. When we observe someone else being authentic, it encourages us to behave more authentically ourselves. Authenticity also breeds trust and connection. Research by Bonfire Marketing revealed that 91% of consumers rate honesty about products and services as important in deciding whether to do business with a company.

So when people see marketing images that depict authentic, relatable scenes, they feel that the brand itself is more authentic and trustworthy by extension. A 2019 survey by Stackla found that 90% of consumers say authenticity is important when deciding which brands they like and support. Furthermore, 83% of consumers say retailers need to provide more authentic shopping experiences like featuring photos of real customers.

On the flip side, images that appear inauthentic not only fail to persuade, but can actively repel customers. A study published in the Journal of Business Research found that ad skepticism, or the tendency to disbelieve advertising messages, has a significant negative impact on purchase intention.

When consumers encounter images they perceive as phony or manipulative, it triggers that sense of skepticism and erodes trust in the brand. People don‘t like to feel like they are being deceived or "sold to". The more genuine and believable your photos are, the more your audience will be open to hearing your message.

Real Photos, Real Results

The most successful brands understand the power of authentic visuals in their marketing. Dove‘s "Real Beauty" campaign, featuring photos of real women rather than supermodels, drove a 60% increase in sales (Unilever). Aerie saw a 20% jump in sales after eliminating retouched photos from its website and ad campaigns (American Eagle).

Brands like these and others have discovered that realistic photos which reveal supposed "imperfections", rather than hiding them, make consumers feel understood and championed by the company. Celebrating people‘s true appearances and experiences helps you stand out as a brand that shares your customers‘ values.

Take these two photos, for example:

The first image is a typical stock photo – the subject is a model with perfect hair and makeup, positioned in flattering lighting, pretending to laugh at a bowl of salad. It‘s a completely staged shot meant to represent a concept, rather than a real moment.

The second photo, in contrast, features a real woman in her actual home, caught in a candid moment taking a bite of salad. Note the slightly messy hair, the unstylized outfit, the blurry motion of her hand. These unstaged details instantly communicate authenticity.

When you put the two side by side, it‘s obvious which one modern consumers would find more engaging and believable. As a marketer, you want to strive for images that look like the second photo in order to forge meaningful connections.

8 Examples of Authentic Stock Photography

Here are eight examples of brands and campaigns getting it right with authentic stock visuals:

1. Betabrand Clothing: Betabrand‘s website features user-generated photos of real customers wearing their quirky clothing designs in their everyday lives. This showcases the products in an array of authentic settings and body types, rather than on posed models in a studio.

2. Airbnb‘s Live There Campaign: Airbnb‘s "Live There" ads used candid photos of real travelers exploring destinations like locals – cooking in apartment kitchens, relaxing in neighborhood cafes, biking through city streets. These slice-of-life visuals authentically captured the experience of "living like a local" that the Airbnb platform provides.

3. Adobe‘s Stock Photos of Diverse People: In 2022, Adobe launched a collection of over 20,000 stock photos featuring diverse, multi-dimensional representations of people across gender, age, ethnicity, ability, body type, and more. The images focus on people‘s unique life experiences rather than stereotypical roles.

4. Darling Media‘s Honesty Issue: Darling, a magazine focused on empowering women, did a special "Honesty Issue" in which none of the photos were retouched or digitally distorted. The raw, real images throughout the magazine drove home the theme of honesty and transparency.

5. Sephora‘s We Belong to Something Beautiful Campaign: Sephora celebrated diversity with its "We Belong to Something Beautiful" campaign, which featured unretouched photos and videos of Sephora employees and customers of all ethnicities, body sizes, and gender identities. The authentic visuals reinforced the message of inclusive beauty.

6. Modcloth‘s Truth in Fashion Initiative: E-retailer Modcloth added a "Truth in Advertising" pledge to its website, promising never to materially alter the models in its photos. Untouched, realistic photos of models with diverse body types show shoppers how the clothes look on real people.

7. Warby Parker‘s User-Submitted Photos: Eyewear brand Warby Parker invites customers to share photos of themselves wearing their glasses on social media. Customer photos are featured throughout the website, providing authentic examples of the glasses being worn by real people in natural settings.

8. The Empowerment Plan‘s Documentary-Style Photos: The Empowerment Plan, a nonprofit that hires formerly homeless individuals to produce coats for the homeless, uses gritty, documentary-style imagery in its marketing. Photos of the actual employees at work provide an honest look behind the scenes.

Each of these examples showcases people and products in a real, relatable way rather than a staged, artificial way. The images feel authentic because they are authentic – they reflect the actual customer experience, not an idealized fantasy.

Finding Your Perfect Authentic Stock Photos

By now, hopefully you‘re convinced of the benefits of using authentic stock photography in your own marketing efforts. But how do you go about sourcing these types of genuine, natural images? Here are a few tips:

• Look for photos of real people who represent your actual customer base, not just attractive models. Diversity and individuality should shine through.
• Avoid images that look obviously posed or set up. Opt for those that feel more like a candid snapshot of a moment in time.
• Pay attention to the environment in the photo. Does it look like a real location that would be relevant to your audience, or a fake studio setup?
• Prioritize photos with natural lighting and minimal editing for a realistic appearance. Beware of excessive filters or airbrushing.
• Search for niche collections from photographers who specialize in authentic, documentary-style imagery.

Some specific stock photography sites that specialize in authentic, natural images include:

• VSCO: An artist community featuring original photography with a raw, unstaged aesthetic.
• Stocksy: A curated collection of photos from photographers around the world capturing real, relatable moments.
• Authentic Caucasian Stock Photos: A unique source for natural photos of people with Caucasian ethnicity engaged in everyday activities.
• Diversity Photos: A stock photography site focused on authentic representation of diverse people across race, gender, age, size, ability, and more.
• Nappy: Free, high-resolution photos of black and brown people in natural settings.

The key is to look beyond the typical big box stock photography sites and seek out collections aligned with authenticity. Many of these niche sites also tend to enforce higher ethical standards for how their images are used.

Authenticity Is the Future of Marketing

As consumers become increasingly marketing-savvy and skeptical of traditional advertising tactics, the demand for authenticity will only continue to grow. A 2019 survey by Stackla found that 90% of consumers say authenticity is important when deciding which brands they like and support (Stackla).

Furthermore, 51% of consumers say less than half of brands create authentic content. This means brands that embrace authentic visuals now have a huge opportunity to differentiate themselves and build trust with their target audiences.

It‘s not just about photos, either – authenticity needs to extend to all aspects of your marketing and branding efforts. As Megan Groves, Senior Marketing Manager at Amex, explains:

"Authenticity in marketing requires brands to uphold what they stand for, follow through on their brand promises and back up their ideals with action. It means conveying your message and story consistently across every touchpoint – visuals, copy, social media, customer service, and employee interaction."

By infusing your marketing with authentic stock photography and backing it up with authentic messaging and practices, you can position your brand to resonate with modern consumers on a deeper level. Those who fail to adapt risk appearing out-of-touch and interchangeable in an increasingly competitive landscape.

Ultimately, authenticity is simply better for business. Research by Bonfire Marketing found that 63% of consumers would rather buy from a company they consider to be authentic over a competitor that is not authentic (Bonfire Marketing). Furthermore, 85% of consumers said authenticity is a key factor when deciding what brands they like and support.

In a world of constant noise and distrust in advertising, authentic marketing is a breath of fresh air for consumers. By showcasing real people and experiences through genuine, unstaged photography, you can build a powerful emotional connection with your audience.

Not only will authentic visuals capture more attention than generic stock photos, they will dramatically improve your brand‘s credibility, relatability, and likeability. In the end, marketing that keeps it real is a win for your customers, your brand‘s reputation, and your bottom line.