There are many benefits of custom stock photography, but is it a must-have for your business? And how expensive is it, really? We're breaking down all the most important details of custom stock photography so you can make the smartest choice for your business and marketing budget.

What is custom stock photography?

Custom stock photography may sound like an oxymoron – if it’s custom, then how is it stock? But what it means is this: instead of browsing hundreds of thousands of images on your average stock photo site, custom photography gives you an original library you can use for all of your marketing purposes. Every image is perfectly inline with your mission, aesthetics, and business. A professional photographer comes in and takes images that can be used for a variety of purposes: websites, email campaigns, social media posts, ads, blogs, print materials and so much more. Intrigued? Keep reading to learn whether this is a must-have for your business.

What are the benefits of custom stock photography?

1. Perfectly on-brand imagery

An investment in custom stock photography is an investment in your brand. You have a say in the styling, the subjects, and you can even be present throughout the shoot. You'll get exactly what you have in mind to use for all your marketing materials. 

2. Hours of time saved 

Having custom stock photos saves you hours of searching through large stock agency libraries for the perfect image that might work for you. Instead, you have a custom arsenal of images that are exactly what you need, no matter what project you're working on. Related: How to waste less time looking for stock photos

3. Unique, original photos

It can be embarrassing – or worse, confusing for customers – if you use the same stock photos as a competitor does in marketing campaigns. Local car dealerships, coffee shops or restaurants can run into this quite easily, especially if you offer the same product as another location nearby. With custom stock photos, you'll never run into a competitor using the same images in their marketing strategy as you are. Everything is for your exclusive use.

4. A personal touch

You can have your own space and employees in your custom stock photos, which adds a personal touch. Localized images, or pictures taken in prominent, local spaces, help you better connect with your target audience. For example, if your business is located in St. Louis, Missouri, images with the Gateway Arch in the backdrop will help local customers connect with your brand better than an image of generic buildings would.

5. Cohesive feel across all marketing platforms

Custom stock photos take all the guesswork out of that cohesive look and feel you want for your website, social media channels, ads, and print materials. The images are naturally cohesive because they were taken for your brand.

Who has a need for custom stock photography?

Custom stock photography is incredibly beneficial, but in different ways, depending on the kind of business you have. Here's a brief breakdown of who has a need for it and why:

Local businesses

Local, small businesses are unique to their communities. They often offer a distinctly high-quality product or service, and because of that, it can be difficult to find generic stock photos that do those justice. Custom stock photos can better tell the story behind your business visually.

Brands

For brands, aesthetic and consistency are key to success. It can be difficult to curate the perfect image from generic stock photo websites that reflect your brand precisely. Because of that, custom stock photography is a worthwhile – and perhaps necessary – investment. Beautiful images made for your brand identity can help more real people connect with it on social media, while browsing your website, and through other marketing campaigns.

Agencies

Custom stock photography is especially important for agencies that are hoping to connect with new clients. Why? Because custom stock photos can show potential clients who they're working with. Agencies have a reputation for being faceless and distant, so bringing custom stock photos in can help overcome that perception.

Large companies

Large companies can benefit from custom stock photography because they're often notable in the public eye, and it can be embarrassing to wind up using the same generic stock photos as a competitor in marketing materials. Custom stock photography can help large companies create unique assets and protect the brand identity they've worked to build over time.

Who shouldn't invest in custom stock photography?

While there are many benefits to custom stock photography, it's not always a wise investment. Here are some reasons not to invest in custom stock photos:

You have a shoestring budget

“Custom” may make it sound like only huge companies like Coca-Cola or Microsoft could afford this kind of stock photography, but that’s simply untrue. There are several sources for custom stock photos that you can reach out to for quotes to find a price point that works for you. However, custom stock photography is more expensive than generic stock, so if you have a shoestring marketing budget, this may not be the best time to invest in custom stock photography. Check out the 20 best stock photo sites to find high quality images that fit your budget's needs – and maybe in a year or two, you can jump on the custom stock photography train, too.

You don't have a style guide

A style guide is a branding resource you shouldn't be without. Its purpose is to ensure every piece of content, whether a blog or social media post, email, or print material is completely polished and on-brand. It references content tone, grammar usage, logo usage, the kind of visuals that should be used, and more. Without a style guide, you could very well invest in a library of custom stock photos that are just trendy without a long shelf-life, or are completely off-brand. A style guide helps you discern what you like personally versus what your target customer or client would resonate with. Bottom line: invest in a style guide before putting money into a library of custom stock images. Related: How to choose the perfect images for marketing and visual content

You aren't sure what you want

If you don't have a vision for a custom stock library, it isn't the right time to invest in one. Without a vision or direction of some kind, you may not be satisfied with the custom stock photos you receive. So, how do you develop a vision for your brand? Browsing existing stock photos and determining what is on-brand, and what is off-brand, can help you determine what you want out of your custom stock photos. Write down some feelings you want your customers to have when they view your custom images. Doing this can help you narrow down your vision and get images that your target audience resonates with.

Where can I get custom stock photos?

If you've decided it's time to invest in custom stock photos, you want to choose a reliable channel to purchase them through. The process can be overwhelming if you don't know where to begin looking for them. Here are several known and trusted resources for custom stock photos to help you take the next best step for your business:

Shutterstock Custom – Custom Images from an Industry Leader

Shutterstock is one of the top names in the stock photography business, and you can partner with their best photographers to get quality, custom stock photos for your exclusive use. Used by big names like L'Oreal, Unilever and McDonald's, Shutterstock Custom is a trusted source for custom images that reflect your brand's aesthetics and mission. Through their easy to use platform, you can plan out content you want to see and get it at a realistic price. Shutterstock Custom's global network of industry-leading creators makes it easy for you to get what you need, wherever you need it from. Request a demo from Shutterstock Custom to learn more about pricing, or read this case study to learn more about how Shutterstock can bring your brand to life. If you're ready to invest,

Snapwire – Personalized Photos from Local Creatives

Snapwire hosts a community of over 700,000 creators worldwide. Used by top brands like Google, Hootsuite, and LinkedIn, their mission is to connect high-quality photographers with your business to produce beautiful stock imagery. The process works in three steps: you request images with details of what you want photographed, a creator is assigned to bring your vision to life, and when completed, you can download the images for your exclusive use. Request a demo from Snapwire for pricing information, or check out their collections for examples of previous work.

The Luupe – Customized Images Created by Women for Everyone

The Luupe is a community of female photographers and content creators who develop work for commercial use. Their talent roster includes photographers who have previously worked for big names like Shutterstock, IBM, Starbucks and National Geographic. They specialize in creating affordable, diverse and authentic content to help brands connect with their audiences. Get in touch with them for pricing information or check out the simple process they implement to make it easy for you to get the images you need.

EyeEm – Tailored Images from Global Perspectives

EyeEm is an online community of photographers based around the world. Their goal is to create original, on-brand images the resonate with your customers. Trusted by brands like Canon and Converse, the creators at EyeEm deliver something non-traditional, funky and totally unique to their clients at an affordable price. Learn more about personal photo shoots for your brand from EyeEm.

Local Branding Photographers – Skip the Middle Man

More and more photographers are offering brand photography and delivering custom stock photos to their clients. If you want to skip the middle man and head right to the source, try Googling “Branding photographers near me” to check out pricing and talent in your area. This process may be slightly less expensive than going through one of the platforms noted above, but it's important to know that finding a local professional photographer on your own who meets your criteria will take significantly longer this way. Be sure to check out portfolios and communicate with local photographers before hiring one for a photoshoot so you know whether you're a good working fit for each other.

So, is custom stock photography a necessity?

Custom photography not a necessity if your marketing budget is minimal, if you don't have a style guide, or if you don't really have a vision for a custom stock photo library. It is totally okay not to be ready for this investment. Instead, check out these sources for unique stock photos that will better fit your budget for the time being. When your brand or business has grown enough for you to seriously consider custom stock photography, we'll be here with the best recommendations for you! Custom stock photos may be necessary for your business if you have the budget, the vision, and you are ready to take your content to the next level visually. It is for small, mid-sized and large brands or businesses that are ready to differentiate themselves from the competition in a truly unique way. Check out Shutterstock Custom for the truly original stock imagery that will make your brand or business memorable in the eyes of your audience.

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