Whether on the brochure cover, your trade fair wall or in the next big campaign - convincing images are the be-all and end-all when it comes to inspiring your customers. In B2B, too, many companies have realised that an authentic picture is worth a thousand words. So the obvious question is where to get suitable images. In this article, we have summarised the advantages and disadvantages of photo shoots and stock images to make your decision easier.
1. Which role do Images for your brand identity?
Many companies rely on the use of stock photos, which are easy to acquire and relatively cheap per image, but whose rights of use are often limited. But is it perhaps worthwhile to carry out your own photo shoot despite the high expense?
We have picked out the pros and cons of using stock images in your marketing. Also read in which context conducting a classic photo shoot is the more attractive alternative to stock images.
2. Pre- and Disadvantages of stock images at B2B
Advantage 1: Speed
"Stock" stands for the English word "storage", which can be retrieved at any time. This is a key advantage of the databases. No photo shoot is organised and carried out as quickly as downloading a stock photo.
Advantage 2: Cost efficiency
Depending on the number of subjects needed, stock photos can be more cost-efficient than conducting an individual photo shoot. Some stock photo platforms even offer - under certain conditions - fee-free images and continue to expand this line of business. But beware: caution is advised here! In the past, there have already been cases in which the seemingly licence-free images were made available on the platform by anonymous users. Only afterwards did it turn out that the images were not free of third-party rights after all and users had to accept three-digit warning fees from the copyright holders.
Disadvantage 1: Lack of authenticity
In B2C as well as in B2B, the goal in communication is usually a high identification of the target group with the motif, whereas it is much more difficult for the marketing of industrial companies to find suitable motifs in stock databases. Standardised stock photos are therefore often used, which ultimately fail to achieve the goal of maximum identification. The reason for this is that standard stock images not infrequently appear staged and impersonal.
Disadvantage 2: No exclusivity
No matter for which medium you want to use stock photos, you should note that with the acquisition of the rights of use you do not have exclusive claims to the motif. Especially in specialised industries, the variety of motifs is limited and so it can happen that competitors use the same stock photos.
Some time ago, there was an embarrassing incident in which the FDP and the NPD showed the same excerpt of a family outing in the commercials of their election campaign. Ooops.
Disadvantage 3: Rights of use
When purchasing stock images, the terms of use play an important role. You should study the rights of use or licence conditions thoroughly, because restrictions are often hidden here. For example, many stock images can only be used "for editorial purposes" or are limited to a certain period of use. When using stock images in social media, be particularly careful, because you automatically allow third parties to use every uploaded photo. However, this is usually prohibited in the licence conditions of the stock photos.
3. Pre- and Disadvantages of a own photo shoot at B2B
Advantage 1: High authenticity and individuality
A professional photo shoot produces images that you will not find on any stock photo platform. Especially in the B2B sector, an individually conducted photo shoot offers you the opportunity to make your messages and offers (products and services) come alive in the motifs. In this way, you receive authentic images with a uniform look that underlines your brand.
Advantage 2: Rights of use
Another great advantage of the images from your self-conducted shoot are the exclusive rights of use. Once you have acquired the rights in full, you can use your individual photos for all media without restriction over a long period of time.
Advantage 3: Economic efficiency
From the previous point it follows that your own photo shoot can be more economical than using stock photos. Although the costs for the conception and realisation of a photo shoot are many times higher than the licences for a few stock photos, the effect of your own pictures on your target groups is much more convincing. Due to the longevity and unlimited use of the photos, your investment will definitely pay off should you need several images.
Disadvantage 1: Speed
If you are under time pressure and need motifs quickly, a photo shoot is not the right choice. The conception, organisation and execution requires a certain amount of time.
Disadvantage 2: Organisational effort
In order to achieve the most authentic results possible, the professional photo shoot should be well prepared. The motifs should be created on the basis of a well-founded concept or campaign idea. In order for the pictures to express exactly what you want to convey to your target groups in the end, the commissioned agency or photographer needs a concrete briefing. Location, products and props as well as suitable testimonials must also be hired and organised. You should keep this effort in mind.
4. Conclusion: Authenticity is the A and O
Unique images that clearly convey your individual message and allow your target groups a high degree of identification are an investment in your brand that pays off in the long term.
By using stock photos, you are limited in the use and effect, but you can illustrate individual projects at short notice without much effort.
Are you still in doubt as to whether a shoot is worthwhile for your next project? Then count on the advice of an experienced B2B agency.
Yvonne Willmer
At Blaupause , my main task is to structure and manage complex projects for industrial clients. From time to time, however, I also write blog articles and social media posts on B2B topics that are close to my heart. Have you already put some of our suggestions into practice? Then I would be happy if you tell me about your results.