In the Fast-Moving World of Advertising, Visuals Are the Stage
Let's be honest—when it comes to modern advertising, visuals aren't just "nice to have." They're essential. They set the tone before a single word is read, shape how people feel about your brand, and often determine whether someone scrolls past or stops to engage. Whether it's a social post, a billboard, a homepage banner, or a product shot, that image is your first impression—and you only get one.
That's why, when clients ask me the big question— "Should we use stock images, or should we invest in custom photography?"— our answer is always the same: Stock can get you in the game. But custom? Custom helps you win it.
Let's break that down.
The Case for Stock Imagery: Convenience with Caveats
Stock imagery is kind of like fast food. It's quick, easy, gets the job done—and in certain situations, it's exactly what you need. There are thousands of stock libraries filled with beautifully lit, professionally composed photos covering just about every topic or industry under the sun.
Here's why stock is so tempting:
Fast - Tight deadline? Need a hero image yesterday? Stock's got your back. With a few keywords and a couple of clicks, you've got visuals ready to go.
Affordable - For businesses on a budget, stock photography is cost-effective. Many platforms offer monthly subscriptions or pay-per-image options that won't break the bank.
High-Quality - A lot of stock images are shot by experienced photographers using high-end equipment. These aren't amateur snapshots—they're polished, technically sound, and often beautifully styled.
And yes, when used thoughtfully, stock imagery can add real value—especially for abstract concepts like innovation, security, or teamwork. If you're trying to visually represent "cloud storage" or "future-thinking strategy," stock can give you the flexibility to find the right visual metaphor quickly.
But here's where it gets tricky...
The Authenticity Gap
The very thing that makes stock images accessible is also their biggest weakness: everyone has access to them.
And that means your competitors, your customers, and even unrelated brands might be using the exact same photo. That woman smiling in a headset? She's "your" customer service rep—but she's also selling car insurance in another ad, welcoming guests at a fictional hotel chain, and walking a dog in a pet food promo. All at once.
It doesn't take long before audiences start to tune it all out. Why? Because it doesn't feel real.
People are wired to spot what's authentic—and stock, no matter how clean or pretty, often feels staged. It lacks context. It lacks you. And in a digital landscape full of recycled visuals, blending in is the last thing your brand can afford to do.
So while stock may be convenient, relying on it too heavily—or using it as your brand's visual foundation—can actually dilute your identity and erode trust with your audience.
And in today's world, trust is everything.
Why Custom Imagery Wins—Every. Single. Time.
Custom photography might take more effort, but the payoff is real.
1. Your Brand, Your Story
No stock image can capture the vibe of your actual team, your actual office, or your actual product in action. Custom photos bring your identity to life—your lighting, your colors, your people. It's like shaking hands with your audience rather than waving from across a crowded room.
2. Trust and Authenticity
Today's consumers are experts at spotting "fake." Authentic visuals of your employees, behind-the-scenes moments, and real product use help build a relationship rooted in trust. That's priceless in a marketing landscape riddled with skepticism.
3. Endless Versatility
A single custom shoot can give you dozens of assets tailored to your brand. Want horizontal and vertical shots for social? Detail shots for your website? Something casual for TikTok and polished for print? One shoot—done right—can check every box.
"But I'm Not a Photographer..." Tips for DIY Custom Imagery
Not every brand has the budget for a pro shoot every time. That's okay. You can still elevate your visual game with a few smart, beginner-friendly moves:
Use Natural Light
Harsh fluorescents and yellow-tinted overheads can make your photos feel flat or unflattering. Instead, shoot near a window during the day—especially in the morning or late afternoon when the light is soft and golden. Natural light is more forgiving, more dynamic, and—bonus—it's free.
Pro Tip: Turn off other lights when you're shooting with natural light to avoid weird color casts. Position your subject facing the window for even lighting.
Declutter the Background
Visual clutter distracts from your subject. If your shot includes a busy desk, messy shelf, or random objects in the background, it pulls focus away from what matters—your product, your space, or your people.
Instead: Use a blank wall, a tidy tabletop, or natural textures like wood grain or exposed brick. Clean doesn't have to mean boring—it just means intentional.
Focus on Details
You don't need a full team photo or a sweeping office shot every time. Sometimes the most compelling images come from the small stuff: a barista's hands making coffee, the fabric of a handmade product, or a real moment of teamwork behind the scenes. These shots feel honest and relatable—two things stock imagery often misses.
Keep It Consistent
Even if you're snapping on a phone, consistency is key. Use the same editing filters, framing styles, or lighting approaches across your images so your brand feels cohesive.
Example: If you use a warm-toned filter on Instagram, stick with it. If you shoot your products on a white table, make that your signature look. Small consistencies build strong visual identities.
Shoot Both Vertical and Horizontal
Different platforms favor different formats. Instagram Stories and TikToks love vertical. Facebook banners and websites want horizontal. By capturing both versions during your shoot, you give yourself flexibility to repurpose the same content across all your channels.
Bonus: Some phones let you frame both formats at once—just back up a little and crop accordingly.
Upgrade Your Setup—Just a Bit
You don't need a DSLR to get great shots. Modern smartphones are more than capable. But a few simple accessories can take your content from "decent" to "wow":
A small tripod for stability (great for overhead or time-lapse shots)
A clip-on lens for sharper detail or wider angles
A ring light or LED panel for extra control if natural light isn't an option
These upgrades are affordable, portable, and surprisingly powerful for small business content creators.
Final Take
Stock imagery is like a pre-made suit: clean, easy, and fine in a pinch. But custom photography? That's your tailor-made masterpiece. It fits your brand, your voice, your story. The truth is, people don't connect with perfect. They connect with real. And custom imagery gives you the power to be real in every pixel. So the next time you're debating whether to grab a quick stock photo or schedule a shoot—remember this: your audience isn't looking for generic. They're looking for you. And there's no stock photo for that.
Ready to up your image game? Start small, shoot smart, and remember—custom isn't about perfection. It's about connection.
And if you're ready to take things to the next level, CMG Local Solutions is here to help. Our incredible in-house creative team knows how to take the ordinary and make it extraordinary—turning real people, real products, and real moments into scroll-stopping visuals that resonate. From concept to camera to final cut, we've got the expertise to make your brand shine.
Want to see what custom can do for you? Fill out the form on our website to connect with a CMG rep today and let's start creating something unforgettable.
