Balancing Stock, AI, and Authenticity
Big news in the digital content world. Getty Images and Shutterstock have joined forces in a $3.7 billion merger. This shakeup is a reminder of how quickly the visual content landscape is evolving, thanks to new technologies and changing expectations. Whether you’re a marketer, a creative professional, or a small business owner, it’s time to rethink how you approach visual content.
The Evolution of Visual Content
Visual content has always been a must-have for effective marketing, but the tools we use to create it have come a long way. From hand-drawn illustrations to stock photography and now AI-generated visuals, the way we create and use images has transformed alongside advancements in technology.
Stock imagery, which started as a game-changer for businesses, is now a go-to resource, offering millions of images, videos, and music tracks for every imaginable need. But as AI-driven tools like DALL-E, Canva’s AI features, and Adobe Firefly enter the scene, businesses now have more ways than ever to create custom visuals on demand. These tools are convenient and cost-effective but also bring up questions about originality and authenticity—two things that are essential for building a strong brand.
Stock Images vs. AI vs. Original Content
The Getty-Shutterstock merger raises an important question: should businesses stick with stock imagery, embrace AI, or invest in creating their own visuals? Spoiler alert: the best strategy often involves a mix of all three.
- Stock Images: Stock photos are still a lifesaver for businesses that need quick, professional visuals. With platforms like Getty and Shutterstock, you can find high-quality content that elevates your marketing materials. But here’s the catch: overusing stock images or picking generic visuals can make your brand feel bland.
- Pick images that match your brand’s vibe.
- Make stock photos your own by adding logos, tweaking colors, or layering in text.
- AI-Generated Content: AI tools are making waves for a reason. They let you whip up unique designs, tweak visuals, and get creative without breaking the bank. But AI is just the starting point—not the whole story.
- Use AI-generated visuals as a base, then customize them to reflect your brand’s personality.
- Don’t rely solely on AI. Your audience can tell when visuals lack that human touch.
- Original Content: There’s nothing more powerful than visuals that are 100% unique to your brand. Hiring a professional photographer or designer means you get custom content that tells your story like nothing else can. Yes, it’s an investment, but it pays off with stronger brand loyalty and recognition. Consider working with a pro for big campaigns or standout visuals.
Check out our post Why You Need a Professional Photographer for Your Business for tips on how to hire the right photographer for your needs and how to prep for your shoot.
What This Means for Small Businesses
For small businesses, the Getty-Shutterstock merger brings a mix of opportunities and challenges:
- More Options: A combined library of assets could make finding the perfect visual easier.
- Potential Cost Increases: With less competition, prices or licensing terms could change. Keep an eye out for updates.
- Finding Balance: The key is to figure out when to use stock, AI, or original content—and how to make them all work together.
Tips for a Winning Visual Content Strategy
To thrive in this evolving visual content world, small businesses need a plan. Here’s how to stay ahead:
- Mix It Up: Use stock images for quick wins, AI for cost-effective customization, and original content for campaigns that need that extra wow factor.
- Personalize Everything: Whether you’re using stock or AI, tweak your visuals to match your brand’s style. It’s the easiest way to avoid looking generic.
- Save Original Content for the Big Stuff: When it comes to flagship products or major campaigns, nothing beats custom visuals. They help you connect with your audience on a deeper level.
- Stay in the Loop: Keep an eye on how the Getty-Shutterstock merger impacts pricing and features. Staying informed helps you adapt quickly.
- Think Local: Collaborate with local photographers or artists to bring a personal touch to your visuals. It’s a great way to support your community and make your brand stand out.
Authenticity in a Tech-Driven World
The Getty-Shutterstock merger is a reminder that the visual content industry is constantly changing. For small businesses, the challenge is to adapt without losing sight of what makes your brand special.
As new tools like AI change the way we create visuals, one thing remains the same: authenticity matters. Your audience wants to see real stories and unique perspectives, not cookie-cutter designs. By blending stock imagery, AI tools, and original content, you can create visuals that feel fresh, personal, and true to your brand.