What stock photo
What are Stock Photos? And How to Use Them in 2023
Are you struggling to find the right stock photos for your marketing materials? This blog post will help you understand the different types of stock photos and provide tips on selecting and using them.
As experts in visual content marketing, we understand the challenges of finding high-quality, affordable stock photos that fit your brand. By the end of this article, you will have the knowledge and confidence to use stock photos in a way that resonates with your audience and enhances your marketing efforts.
What are Stock Photos?
Stock photos are digital images typically licensed for a fee to individuals or organizations for use on websites, marketing materials, social media, book covers, and more. By purchasing a license, you are granted the right to use the stock photo within the terms specified in the license. However, it’s important to note that purchasing a license does not make you the legal owner of the image.
Example of a generic stock photo:
An example of a generic stock photo found under the search term “office”.Are stock photos even effective?
While there may be a negative stigma surrounding stock photos, they remain a popular and widely-used source of visual content because they are affordable, convenient, and beautiful when used intelligently.
However, there are times when using stock photos is not appropriate. For example, a study by MarketingExperiments showed that using a professional shot of the CEO saw a 35% increase in conversion as opposed to using a generic stock photo of a smiling lady.
Stock photo statistics
Here are a few well-known image statistics, which include stock photos:
- The human brain processes visual information 60,000 times faster than textual information.
- Articles with visual elements receive 37% more engagement on average.
- Press releases with photos receive 14% more views compared to those without photos.
- 67% of online shoppers consider high-quality photographs as “very important” in their purchase decision.
What are stock photo sites?
Stock photo sites, also known as stock photo agencies, are online libraries that offer stock content such as photos, vectors, illustrations, videos, and music. These sites connect photographers, who may range from amateurs to professionals, with customers and handle payment, licensing, and display of the photos. This allows photographers to increase sales and customers to access a wide selection of stock photos.
Some popular stock photo sites include Shutterstock, Adobe Stock, and Depositphotos. These websites contain collections of millions of images, with new additions made every month.
Shutterstock’s collection of stock photos (Credit: Shutterstock)Stock photos are created by photographers who allow others to use them and are typically cataloged and made available by a stock image agency. The photographer retains ownership of the images and sets the parameters for their usage.
What are stock photos used for?
Stock photos can be used for various purposes, including marketing, advertising, personal projects, commercial projects, and blogs. They’re also quick and easy to edit, making them a good choice for graphic designers and businesses. Plus, stock photos offer a wide range of options, so it’s easy to find the right photo for any project.
- Advertising and Marketing: Using stock photos in your marketing and advertising campaigns allows you to visually represent your message without investing in a full photo shoot. You can also use stock photos to create billboards, commercials, printed materials, and digital ads. With a variety of subjects and styles available, it’s simple to find the perfect stock photos that align with your brand and marketing objectives.
- Websites & blogs: As we covered earlier in statistics, a website can look more professional and more memorable by using stock photos in several website areas, such as headers, featured images, or as content.
They can easily fit into page layouts and act as text overlays because of their versatility. Adding more visual content to the website or blog with stock photos is a great alternative to original images. Of course, you should use them sparingly, as a page can quickly become too “stocky”. In addition, refrain from using very common images in headers. - Social media: Stock photos are a common choice for social media and blog sites due to their accessibility and effectiveness in conveying a message. They can be used for promotions as visuals and even in ads and sponsored posts. Their versatility makes them a useful tool for enhancing the visual appeal of social media content.
- Commercial projects & print media: Although you should be very careful in this field, you can also use stock photos for commercial projects, including packaging, posters, and trade booth displays. We also use them for product launches or trade show displays. However, remember to buy an extended royalty-free license instead of the standard one when you use images in large campaigns or where the image represents the major value.
- Graphic design: Graphic designers are always looking for a good source of high-quality images since their contractors often have low budgets, so they can’t use custom photos. Stock photos are often a great solution, especially once you find a reliable provider. Speaking of which, we usually recommend Adobe Stock to professional designers, Canva to amateur designers, and Envato Elements to all kinds of developers.
- Video & animation: In the world of video and animation, stock photos play a crucial role in adding depth and realism to the final product. Since they do not carry the main value, we usually use them as a B-roll (the side footage). By using stock photos as a supplement to live-action footage, creators can save time and money while still achieving a high level of visual quality. For example. they are most commonly used for a film, TV show, video game, or any other type of video or animation project.
- Corporate Presentations & events: Stock photos are often used for corporate presentations or events, offering businesses a creative and powerful way to convey their message while engaging their audience.
With access to high-quality images that illustrate a point, provide a backdrop, or simply add visual interest to the presentation, stock photos truly make an impact. - Education & training: Educational and training materials are an excellent place to use stock photos. Using these images makes it possible to provide students and employees with a visual reference for key concepts and make more engaging presentations. Using stock photos, you can represent ideas or concepts that would otherwise be impossible to photograph. For example, we love using stock photos to show landmarks, foreign places, and other difficult-to-access areas.
Why are stock photos important?
Stock photos are the cheapest and most convenient way to get visual content. They provide an easy way for businesses and individuals to get high-quality visuals without hiring an expensive professional photographer.
Stock photos are important because they help ensure your website or blog looks professional and polished.
Using stock photos can make a big difference in how visitors perceive your site.
How to use stock photos?
In general, stock photography can be useful for everyone. Bloggers can use royalty-free images to enhance the aesthetics of their blog posts. As a graphic designer, stock photos can help you create better designs for your clients.
You can use stock photos to promote a product or service, beautify your website, and even pad your portfolio if you’re in that field.
- Business: Presentations, social media, such as photos on Facebook, Instagram, Pinterest, and Twitter, branding material, fair displays, and trade booths.
- Promotional: Billboards, commercials, printed materials, films and videos, catalogs, brochures, product packaging, posters, and Facebook ads.
- Design: Web design, graphic design, digital wallpapers, home decoration, postcards.
- Entertainment and Culture: Magazines, newspapers, newsletters, blogs and online websites, books, eBook covers and illustrations, and videos.
- Personal use: Social media, postcards and invitations, prints, art, posters.
Types of stock photography
There are three established stock photography models: microstock, macrostock, and midstock.
Microstock
Microstock is a type of low-priced and inclusive stock photography. This model competes with traditional agencies by offering images at lower prices but larger quantities, typically costing around $0.20-$10 per image. Microstock photography is a relatively new option offered by agencies.
Macrostock
Macrostock refers to high-priced and exclusive stock photography, also known as traditional stock photography. These images can cost several thousand dollars.
Midstock
Midstock is stock photography priced between microstock and macrostock and is often used online.
Who are stock photographers?
A stock photographer is someone who takes photos of a particular subject and then licenses them for use in a variety of contexts.
Professional stock photographers typically have their images contractually housed with one or more stock agencies, while amateur photographers may make their photos available online.
How to get stock photos?
There are two types of stock photos: free and paid. As the name suggests, you can get the free stock photos without paying for them, while the paid stock photos cost from a few cents up to hundreds of dollars. You can get free stock photos at free stock photo sites, free trials, and free collections of paid stock photo sites.
There are four ways to buy stock images: single purchases, subscription plans, unlimited downloads, and image packs or credits.
1. Single purchase
The easiest but most expensive method is to buy each stock photo individually. Find the photo you want on the stock photo website and click the “Buy” or “Add to Cart” button. You’ll be prompted to create an account and pay for the photo with a credit card or PayPal.
Once the purchase is complete, you can download the photo.
The following image shows you how you can buy a single photo directly from the library:
Buying a single photo at Adobe Stock (Credit: Adobe Stock)2. Credits
Many stock photo websites use a credit system in which you purchase a certain number of credits in advance and then use those credits to buy photos. This can be a cost-effective option if you plan on purchasing multiple photos. To purchase credits, locate the desired photo and click “Buy” or “Add to Cart”. You will be prompted to create an account and pay for the credits using a credit card or PayPal. Once the purchase is complete, you can download the photo.
Buying credits at Adobe StockAfter you buy the credits, you may use them to download any piece of content. Various assets cost a different number of credits.
3. Subscription
Another option is to subscribe to a stock photo agency that will provide you with a certain number of photos each month for a fee.
This can be a good choice if you plan on using multiple photos regularly, as it is often more affordable than purchasing credits. To sign up, locate the desired photo and click “Subscribe.” You will be prompted to create an account and pay for the subscription using a credit card or PayPal. Once the purchase is complete, you can download the photo.
You can choose between various sizes and durations of subscriptions. Usually, the larger and the longer the plan, the cheaper. Therefore, annual commitments are the most cost-efficient.
4. Unlimited downloads
Some stock photo websites offer unlimited downloads for a monthly fee, which is a convenient option if you anticipate using many photos regularly. However, we have found that many stock photo sites with unlimited downloads tend to offer lower-quality images. Two wonderful exceptions are Envato Elements and Canva.
Getting unlimited downloads at CanvaTo sign up for unlimited downloads, find the photo you want to purchase and click the “Unlimited Downloads” button.
You’ll be prompted to create an account and pay for the unlimited downloads subscription with a credit card or PayPal.
Once the purchase is complete, you can download photos without any limit. However, there’s often a limit of 50 to 100 downloads per day to avoid scraping.
How much do stock photos cost?
The cost of stock photos varies between stock photo websites and depends on the license type. The lowest price for a stock photo is $0.14 at CanStockPhoto, while the average price is $0.26. Stock photos can cost hundreds or up to $4,444 at Pond5.
The following table compares the minimum and maximum prices between stock photos ordered ascending based on the minimum price.
| Stock photo site | Minimum image price | Maximum image price |
|---|---|---|
| Canstockphoto | $0.14 | $100.00 |
| Bigstockphoto | $0.16 | $175.00 |
| Stockphotosecrets | $0.17 | $80. 00 |
| iStock | $0.22 | $252.00 |
| Depositphotos | $0.22 | $79.00 |
| Dreamstime | $0.23 | $1,000.00 |
| Adobe Stock | $0.26 | $79.99 |
| 123rf | $0.36 | $9.00 |
| Pond5 | $1.00 | $4,444.00 |
| Alamy | $13.96 | $675.00 |
| Photocase | $15.00 | $435.00 |
| GettyImages | $150.00 | $499.00 |
| Offset by Shutterstock | $211.90 | $349.00 |
What are stock photo licenses?
A stock photo license is a legal agreement between the customer, photographer, and stock photo agency outlining the responsibilities of each party. When you pay for a stock photo, you do not gain ownership of the image. Instead, you purchase a license that grants you the right to use someone else’s photo.
Types of licenses
We have previously covered stock photo licenses, so we’ll give you a quick rundown here.
Based on the type of copyright of the photo and the required use, we distinguish four basic licenses:
- Public Domain (PD) stock photo license is a license that allows photos to be used for any purpose without the need to pay royalties or fees. This license is often used for photos in the public domain, which means they are not subject to copyright.
- Royalty-free (RF) is a type of image license offered by stock photo sites in which you pay once to get the right to use the image perpetually without having to pay for subsequent uses. RF images are usually not exclusive unless additional features are added through the expiration date of your license or freeze date restriction options, also known as “owning” rights.
- Rights-managed (RM) refers to a copyright license allowing a one-time photo use. Compared to an RF license, a new RM license must be purchased for each additional use of the photo. RF licenses can be exclusive or non-exclusive and are often restricted to a certain location, period, and use.
- Editorial stock photos are photos that do not have a valid model or property release. Therefore, they may not be used for commercial purposes but only for education.
Stock photo releases
A stock photo release must be signed when a stock image depicts recognizable objects (landmarks, logos) or people.
- A model release is a document that permits you to use a photo depicting a person. Stock photos typically require a model release from the person in the photo.
- A property release is a document that permits you to use a specific location or real estate in your photos. Stock photos typically require a property release from the owner of the location.
What’s the difference between Public Domain and Creative Commons?
Essentially, Creative Commons is a license that allows people to use or distribute work without going through the normal channels. On the other hand, the public domain is a type of content or idea that is not owned by anyone and can be used freely by anyone.
The history of stock photography
- 1920: H. Armstrong Roberts acquires signed model releases of the people photographed in “Group in Front of Tri-Motor Airplane”, allowing the photograph to be used commercially.
- 1920: H Armstrong Roberts founds the first major stock photography library, called Retrofile. Retrofile was acquired by Getty Images in 2005.
- 1936: Otto Bettmann, a German curator, founded one of the earliest traditional stock agencies called the Bettmann Archive. The company delivered photos within 24 hours to magazines. His initial collection contained 15,000 images he brought from Germany when he emigrated to the US.
- 1930s: Tony Stone licenses his collection of 20,000 images of mountain scenes to popular chocolate advertisers.
- 1945: Sir Edward Hulton sets up the Hulton Press Library and hires Charles Gibbs-Smith using keywords and classification to organize photos.
Supposedly, this was the first indexing system for pictures. - 1980s: Stock photography becomes a lot more widespread.
- mid-1990s: Stock libraries moved from physical archives to servers and started being called “stock agencies”. The keywording system became even more popular.
- 1991: Photodisc starts licensing images as royalty-free, allowing the buyers to use the images as often as they liked without paying further fees.
- May 2000: iStockphoto is founded as a free stock image website.
- 2001: iStockphoto transitions to a micropayment model.
- 2003: Shutterstock was founded and introduced a monthly subscription fee payment model.
- 2004: Dreamstime was founded.
- 2005: fotoLibra and Can Stock Photo opened to the public.
- 2006: Getty Images acquired iStockphoto.
- 2013: The co-founders of iStockphoto founded Stocsky United.
- March 2013: Depositphotos launched Clashot.
- December 11, 2014: Fotolia was acquired by Adobe.
Stock photography started in the early 1920s. Back then, stock photos were a side-product of commercial photo shoots. Hence, they offered an affordable alternative to hiring a photographer. By the 1980s, cameras became widely accessible, even among amateurs, so stock photography exponentially grew. Photographers started earning by taking photos solely for stock photo agencies.
As the industry matured and the internet was born, stock photo agencies moved their businesses online. These are now known as stock photo websites (or sites).
Frequently asked questions about stock images
What does the stock photo mean?
A stock photo is a professional photographer available for purchase and use by anyone. Businesses and individuals who need high-quality images for their websites, brochures, and other marketing materials often use stock photos.
What do stock photos do?
Stock photos provide images that can be used for various purposes, such as in advertisements, blogs, and websites. Most stock photos are taken by professional photographers and then sold to companies or individuals who can use them for their purposes.
What makes an image a stock image?
Stock photos are images that already exist but can be licensed. They are frequently used for blog post images, advertisements, social media channels, and even books.
Should I use stock photos?
Yes, stock photos are an amazing way to save money while getting the same high-quality photos as your competition. But make sure you pick only the best photos.
What is stock photography?
Stock photography refers to a collection of photos available for licensing for various purposes, such as blog posts or graphic design projects. Many designers and clients opt for stock photography agencies rather than hiring photographers directly due to cost savings.
Publishers can purchase stock photos on either an exclusive or non-exclusive basis.
About your guide
Matic Broz
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Matic Broz is a photographer, graphic designer, and stock photographer. For over ten years he's been helping photographers improve their photos and graphic designers find the best images for their designs. His work has been featured by Lifewire, Skylum, and PetaPixel. In his free time, he enjoys photography, hiking, and petting random dogs. Read more
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How Do Stock Photos Work? Great Beginners Guide to Stock Photography
Some people only discover the world of stock photos when they first find themselves needing images for a project. A new website for their company, imagery to revamp social media channels, marketing campaigns, and so on.
And while many can immediately recognize the value in stock images for creative design and commercial projects, they are often unsure about how stock photos work and how can they be used.
Is it your case? Then you're in the right place!
At StockPhotoSecrets we've put together a super simple yet in-depth guide with all you need to know about stock photos, from what they are to how you can benefit from them, to where to get them. Dive in!
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Stock photos are photographs that you can buy and use in your own projects, without having to commission a photographer and therefore spending much less money and saving a lot of time.
Cool, right?
Let's get the details straight:
What are Stock Photos?
Stock photos are photographs that are already taken, edited, and ready to be used. But are stock images free to use?
A big and resounding NO. The photographer or author of a stock photo makes it available for licensing, meaning you can pay a fee to get the right to use the stock image in your designs legally.
One of the most popular license types is that of Royalty Free, which gives a wide range of usage rights over one stock image for a very low cost. Royalty Free images are also amongst the most affordable. But there are other models, such as the Rights Managed license that is more controlled and also more expensive.
Commonly, authors submit their photos to stock photography agencies, companies that offer big digital catalogs full of images that you can pay online and download directly from their stock photography websites. You buy from the agency, and they split the profit with the photographer.
Stock images are not limited to photographs, you can find illustrations and vector files –including design templates for social media or print materials, customizable infographics, and illustrations–, plus video clips, soundtracks, and more.
What are Royalty-Free Stock Photos?
You probably guessed this one. They are photos under a Royalty Free license. This license is one of the most popular in the stock photography industry, because of its flexibility and low cost. Royalty free images are by far the most convenient resource for creatives.
A royalty-Free license is customized for every stock photo site, but in general terms, it gives you the right to use any image in commercial, editorial, and personal projects, without any limitations regarding geographic area or duration.
Plus, it's a one-time-only fee (This is what its name means, which should NEVER be mistaken for them being free photos: Royalty-Free photos are NOT FREE).
This means that you pay for the image once, and you get to use it however you want, wherever you want, and for as long as you want. The best is that as the same image can be licensed over and over, the license price tends to be very low, within $1 to $15 on average, and even less than $1 each with subscription plans.
It's important to note that what you are buying when you buy stock photos is a license that gives you the right to use them in your work. You are not acquiring ownership of the image, the author still holds the copyright for it.
Where Can I Buy Stock Photos? Are there any Free Trials?
The best place to buy stock photos is at stock photo agencies online. The most popular ones have digital stock photo libraries with millions of images to choose from, all high quality and ready to be downloaded in a few simple clicks.
Note: Make sure to choose a legitimate stock photo company, that is trustworthy and serious about their business.
Most of these catalogs on stock photo websites are searchable by keywords and include advanced filters for narrowing results, so you not only have a variety of content but also easy access to it.
Best of all these stock photo companies have very affordable prices, and options to buy images one by one, or in bulk and save in the long run.
Top Stock Photo Agencies
Expert Buyer Tips
- To save money on your purchases, don't miss our exclusive coupon codes for special discounts!
- Can't afford stock photo fees right now? Grab one of the many stock photo free trials available!
- Need video and music on top of stock photos? Then check out these awesome multimedia download plans!
How Can I Use Stock Photos?
When you buy Royalty Free stock photos from reliable agencies, there are very few restrictions on what you can do with them. Here's how to use stock photos legally:
As long as they are labeled for commercial use, you can use stock photos in multiple designs and projects with a for-profit purpose, including websites, marketing and advertising, branding, and more.
You can use stock images for all kinds of marketing and business-related purposes: landing pages for your products, social media images for your channels, newsletter images for your campaigns, and even stationery design.
You can also use them in editorial work, such as in publications and book illustrations, for example. If the photos are labeled as Editorial, you can only use them for this end (never commercially). Plus, with an extended license (available at most agencies too) you can also use the images in products for resale, earning your potential income.
There are virtually no creative limits for editing stock images. From removing backgrounds to replace them or creating cutouts, to cropping, resizing, color-changing, and beyond.
Discover the best free design software tools to create beautiful designs with stock images!
And if you don't know a lot about graphic design or editing software, then AI photo tools that perform perfect edits in one or two clicks are perfect for you!
The limitations in the usage of stock photos mostly refer to illegal or morally questionable topics. You cannot use images in content that refers to illegal activity or sensitive matters, like racism or violence. And of course, you cannot resell or redistribute the photos as they are, to anyone. Remember, you are not the owner of the photos, you only own a license to use them.
Do you want help searching and finding stock photos? Learn how reverse image search can assist you in this task!
Stock Photos Basic FAQ
Here we answer the most common questions about stock photos, including some quick tips to use them right:
How do stock pictures work?
Stock images are pictures already created and available for license at stock agencies. You acquire a license that gives you permission to use a stock image in certain ways, including commercial usage.
How can I legally use stock photos?
By licensing them. You buy them from a stock photo agency and download them directly from its website. That way they're covered by the stock photo site's license agreement and you can use them in all the ways accepted by royalty free licenses, including commercial purposes such as marketing materials and more, legally.
Can you make money through stock photos?
Yes, can sell your own photos at stock photo agencies and make money from buyers purchasing licenses to your images online. If you are interested in this, read our honest guide to selling photos online.
Why you shouldn't use stock images?
Stock imagery has its detractors. Some people will tell you not to use stock photography because bad stock images ruin your brand, because everyone ends up using the same photo for the same purposes, or because image licensing is confusing.
While it might be true that getting custom imagery for your visuals has its advantages, the reality is that stock photo sites today have high resolution photos, and most stock photos in any serious stock library feature real world setups, natural poses, and modern concepts that hit your target audience efficiently.
Is a royalty free image better than a free stock image?
Yes, 100%. While other websites out there offer stock photos you can download and use without paying, there are a few things to know.
1. Free images are still licensed. They're usually under Creative Commons licenses that enable free use
2. The free photo sites don't always police the images people offer on their platforms. Many images available on them might not have a proper model release for the people it depicts, or not be authorized by the copyright holder. Thus, despite being licensed, they're still not legal to use – this may be less risky for editorial purposes but it's a big risk for commercial use
3. They are not always high quality photos and you may not find the creative assets you need at these sites
Are rights managed images the same as royalty free?
No. Rights Managed licenses are different than royalty-free. These are custom licenses, tailored for the intended use of the buyer. The contract includes details on the mediums, the regions, the number of projects, and the duration for which you intend to use the picture. And you may also get exclusive use of the image for a certain period of time (something you can't do with royalty free photos). For this reason, they come at a much higher price point.
Sometimes, it's possible to find the same images under royalty free and rights managed license options.
What's In for Me in Using Stock Photos?
What is not in for you, should be the question! By using stock photos, you can solve a lot of your graphic design needs at once, in a very efficient and low-cost solution.
For one, you can get the high quality images that you need right away, without having to wait for a photographer to shoot them, edit them, and hand them to you. They are online and ready to be downloaded and used. Add to that, that they are a high-converting resource for all marketing purposes, and as varied and current as they could be. For example, you can find great photos of diverse people without having to dig much for them. And you can find the perfect images to address specific target groups, like baby boomers or millennials, or particular subjects like families or business-themed images, all in one place.
Secondly, they also save you a lot of money. The cost of hiring a professional photographer to do a custom shoot for you is way, was higher than the $15 or so that you would spend buying a stock photo. Let alone that if you get a subscription, or you buy a bunch of them at once, you can get them for as low as a few cents each.
And lastly, stock photo companies do a great job making it easy for you to find the stunning photos you are after. They incorporate advanced search engines with reverse image search and even AI-powered technology, among other perks, so you can navigate all the photos they have and identify the perfect one for you in a matter of seconds.
Using stock photos you can have professional-looking designs for your adverts, your website, your presentations, and many other projects, without breaking the bank and without taking any legal risks.
It's a super useful resource for small to medium businesses, startups, beginner professionals, and any other person needing professional, high-quality photography right away and at affordable rates.
If you are interested in finding a manual for the correct use of stock photos, our brand-new guide to rules for using stock photos might be a great help for you.
What are you going to use stock photos for? Let us know in the comments!
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Stock photography yesterday and today: the birth of a new aesthetic
About the fundamental changes in stock photography over the past 10 years
Stock photography affects our everyday decisions in the most unexpected way. We unconsciously notice them everywhere: on billboards, posters, online campaigns, and even email. And if 10 years ago you could look at an image and determine that it is stock, today its origin is no longer so obvious. Stock photography has undergone an aesthetic metamorphosis over the past decade, and the Depositphotos library is a prime example of the evolution of visual communication. nine0003
Key changes have been made to how photographers shoot and what kind of author's vision clients prefer. But how have supply and demand affected the aesthetics of stock photography? What changes in the last 10 years have allowed microstocks to become a reliable source of visual content?
We answered these questions and moved on. The changes that have taken place in stock photography have helped define contemporary culture. After all, the factors influencing the aesthetics of stock photography are not limited to the platforms we come to in search of the perfect images. nine0003
A brief history of stock photography
The tradition of storing images on CDs and printed archives is a thing of the past. In the first 80 years of stock photography as a business, growth was driven more by new business models and technological advances.
The first stock photography agency opened in 1920, marking the start of a century of business history. The agency turned out to be a good solution for publishers and newspapers, saving them from having to shoot on their own. In those days, working with archives required much more effort from customers: they had to manually sort through printed images to find the right ones. nine0003
In the 1990s, digitalization of photo selection and the development of the Internet paved the way for microstock platforms, which replaced agencies and formed a new business direction. By the 2000s, microstocks had become accessible and convenient services not only for the media, but also for art directors, web designers, advertising agencies and individual users. This allowed microstocks to expand their customer base to an unexpectedly large size. The goal of the stock business is to support international visual communication at minimal cost to the client. nine0003
The 2000s is interesting because stock platforms changed dramatically during this period due to innovative technologies and the growing demand for images from a new segment of customers. Typical stock photography has become a kind of cultural phenomenon. So, in 2009, it was obvious that microstocks were moving in a new direction.
Microstock supply and demand: an overview of the decade
Late 2000s
Depositphotos Sample Library Photos 2009th united by such features: the use of a bright flash, excessive sharpness and contrasting colors. The images often featured models with flowing hair, silhouettes of people and other objects, which soon became the “classics” of stock photography.
In the late 2000s, abstract themes and general concepts like “teamwork”, “success”, “happy family” were visualized literally. The shots were notable for their use of studio lighting and extensive post-processing. Objects on them were often located on a white background or isolated from each other. The traditional composition became popular. nine0003
Mid-2010s
Even a decade later, ingrained clichés were in demand on microstocks. Photographs were mainly taken for commercial projects, which eventually formed an array of standard, universal images. Clichés arose, developed, became part of a system that worked for their further distribution.
These stock images were used for very different purposes and circulated in the library of almost every photo stock. And although shooting on a white background remained relevant, at this time new clients appeared with other requests. Advertising agencies began to abandon commercial trends, and microstocks began to adapt to market demands. nine0003
Today
What we see today in the Depositphotos library is hardly reminiscent of the 2000s. Clear images, authentic footage, minimalist aesthetics, real models, natural light and angles that reveal imperfections in all their uniqueness.
In 2020, clients and photographers are looking for atmospheric and emotional shots, paying less and less attention to technically correct shots. The market is defined by images with a unique perspective on everyday life that showcase the characteristics of different cultures and local traditions. nine0003
How the change in the aesthetics of stock photography came about remains an open question. Having analyzed the main factors of influence, we will see an interesting picture.
The main factors influencing the aesthetics of stock photography
Changes in the Depositphotos library demonstrate the evolution of culture and lifestyle. Her images reflect modernity: ideas and themes in demand in these years.
Since 2009, we have monitored every stage of their development.
Advertising with context
Previously, the role of photography in advertising was limited to selling products or services. Marketers have used typical images of happy people that demonstrate how the product has improved their lives. Today, images “sell” a lifestyle, allowing advertising to go far beyond purely commercial purposes.
Photographers convey important themes and concepts in advertising in a new way. This applies not only to performance, but also to the author's vision. Modern images are more contextual. The emphasis in them is on the mood of the characters, the atmosphere of what is happening and the artistic details. Shots of isolated objects are a milestone in stock photography. nine0003
The move to online communication has expanded the range of topics and contributed to the creation of content that people want to share. Many of the images used in the mass market reflect the aesthetics and values of our society. These factors also influence the arts and business around the world.
The market and ideas about it have changed significantly over the past 7-8 years. Once upon a time, stocks were filled with mediocre content, no one wanted to work with them or look for photos there. But today stock platforms have changed a lot! I won't be surprised if I find the right photo for a big serious project there. It will be inexpensive, and searching on the stock site will save time and nerves. nine0336 Mario AV (derepente), stock photographer with 4 years of experience
A new stream of clients
Traditional advertising does not seem to have foreseen the evolution of another segment of advertising - mass media. A new influx of clients to microstocks was provided not only by agencies, but also by editors, designers and independent creators. This has created a demand for niche content and pushed microstock libraries beyond the classic categories.
New customers mean new requests, so our library is seeing a growing popularity of content for small businesses, online businesses, startups, and even individual users running a website or blogging. The result is more categories and unique portfolios. nine0003
Online advertising and new clients are more interested in “selling” a lifestyle: they promote values, set the mood and promote artistic vision through photographers from all over the world. Thus, each topic is reflected in the stocks.
Media and big companies have a huge impact on the industry because we create the images they want in the first place. Social trends and trending topics should be taken into account and play a key role in predicting trends for stock platforms. The topics that we are now revealing were not available on stocks in previous years. And although the issues of environmental protection, mental health and people with disabilities have been discussed before, they have never been visualized.nine0336 Graham (DGLimages), stock photographer with 20 years of experience
Social networks and amateur photography
Instagram was founded in 2010. It has changed the lives of millions and has not bypassed stock clients and content creators. The era of social networks has given a chance not only to professional photographers, but also to amateurs. Everyone became interested in photography.
In the context of stock photography, it was user-generated content (UGC) that was the prerequisite for the emergence of images that were not ideal in terms of composition. Copyright photos from the first person, which reveal the beauty of everyday life, have become popular. nine0003
Social media has inspired many people to pick up their camera or phone and try their hand at photography. Obviously, a professional camera was no longer a necessary attribute of a photographer, especially when it came to stocks.
Authentic and natural photographs are now taking precedence over the technically advanced but more sophisticated stock portraits that stocks became famous for in the late 1990s and 2000s.As for the offer, it is clear that there is much more variety in stock photos and now it is much easier for authors to work with them. nine0336 DGT portraits (DGT), professional photographer with 6 years of experience
Mobile world
Following online platforms, technologies began to change. As social media content was primarily consumed via mobile phones, stock photography sites began integrating mobile shots into their libraries and soon switched to vertical shots to meet the needs of social media users.
Social networks and the transition to a mobile world have created a phenomenon of engaging content that people want to share. The term “authenticity” has come to be used to characterize images that look real rather than perfect. nine0003
In the past few years, social media content has been in high demand and continues to gain momentum, while studio photography in stock photography is becoming less and less common.
Now it is enough to have a phone to create relevant content. The search bar itself tells us what, when and how to shoot. In 2020, the difference between a good phone camera and a $5,000 DSLR isn't that big. But the influence of technology on the aesthetics of stock photography does not stop there. nine0003
Before smartphones became so widespread, most of us searched for horizontal images through desktop sites. Today, these landscape photos will look squashed on your mobile phone screens due to the way we usually hold them. In terms of aesthetics, the image should capture attention. Doing this is becoming increasingly difficult due to the growing competition and the number of users.DGT portraits (DGT), professional photographer with 6 years of experience
Mirrorless cameras and other technological advances
The proliferation and affordability of cameras has made it easier for photographers to access microstock platforms. Mirrorless cameras have given writers more freedom. Everyone can have a lightweight affordable camera with decent image quality.
Today, most stock photographers prefer their lightweight counterparts to DSLRs. They continue to explore the world and take their cameras with them wherever they go. This makes their content diverse and accessible through the distribution that stock platforms offer. nine0003
In the last few years, technological advances have helped develop night photography and especially astrophotography. This can be explained by the fact that in 2002 a significant transformation took place with ISO: the sensitivity limit of matrices rose to 6400, which greatly affected the quality of night photography, and also made it possible to explore spaces in low light conditions.
In my 6 years of stock photography, technology has advanced a lot, and equipment that used to be insanely expensive or non-existent is now available to most. With a good basic understanding of photography, anyone can create amazing images.This encourages more competition and forces established photographers to evolve to stay at the top. nine0336 Logan Bannatyne (lofilolo), stock photographer with 6 years of experience
No Post-Processing
Another concept to say goodbye to today is HDR photography. We see less and less photos with excessive post-processing on the front pages of microstock platforms. Part of the reason for this is the need for microstock clients for authentic content that does not fit into the concept of overly contrasting photos.
Another development is the reduction of over-processing, recently led by the #ShowUs movement, calling for the elimination of photo retouching. Early manifestations of these ideas were visible in France, where "photoshopped models" were banned for promoting false standards of beauty. nine0003
This trend has created a new vision of how to photograph people. Retouched shots no longer resonate with the audience, because they reflect something that does not exist. Photographers can choose the best lenses and sensors, with which the post-processing step will not require much effort. The days of false ideals and HDR photography are over.
When I started working, images with intense facial blur and retouching were in demand. It was fashionable, it was believed that if retouching did not stand out, then it seemed that it was not there at all. This trend was apparently from 90s, when people discovered photo editors and used them beyond measure. Now it is clear that buyers are tired of blurry faces and are looking for photos with subtle and more natural processing.Viktor Gladkov, stock photographer with 8 years of experience
Individual approach to stock photography
The latest change in the aesthetics of stock photography has been a compromise between clients and photographers: content must be authentic, inclusive, and also reflect current topics of our time. Thus, the author's vision is a requirement and a given for stock photography. nine0003
The trends of the 2000s are captured in the pictures of those times, but what reflects ours today? Photographers stick to individual style, focusing on details rather than general concepts that were popular 5 or 10 years ago.
Personalization and development of corporate identity is manifested in the authors' refusal from ideal shots, adding creativity by focusing on the imperfections of objects. We are talking about hiding flaws by showing them. This concept captures the importance of inclusion by showing real people and the world without filters. nine0003
Everything has changed. What used to be available on Getty is now available on microstocks. Style and aesthetics have changed dramatically. There is still a demand for images with white backgrounds, but there are already millions of them, and now it's time to experiment with composition and ideas.Yaroslav Danilchenko (artjazz), stock photographer with 10 years of experience
2020 and beyond: authenticity + creativity + emotional content
Images on every conceivable topic have become much more attractive. The aesthetic of the 2020s is very different from the standard, staged shots that have dominated stock photography for decades. The new era is a time of independent thinkers, self-expression and illustration of ideals that are relevant for local and foreign markets. nine0003
All of the changes, ideas and values we mentioned show that stock photography is still relevant, and more. She updated old concepts. Cliches exist to this day, but there are not as many of them as before. The industry offers new creative solutions and generates images that leave no one indifferent.
To see the world in all its diversity. 10 years ago, I would have seen just a huge iceberg and would have taken it for what it is. Maybe she would mark the light behind it, perhaps the distant rocks. I would love this beauty. Now I would also notice lines indicating the age of the iceberg and probably a tiny bird flying in front of it to emphasize scale. Both realities exist, the question is what do we notice.And what I didn't notice, I don't know... Maybe I need years of experience to reach a new level of awareness and understanding. nine0336 Katie Kuuskler (katiekk), stock photographer with 4 years of experience
Depositphotos decade: a look into the future of stock photography
The world is changing, and, obviously, stocks must keep up with the times. What is in demand today, and what modern photographers offer, is clearly different from what was popular a year, two or five years ago.
Clients, photographers and Internet users want to see a deeper meaning in photos. There is no place left in the world of stock for images that do not have a cultural and visual impact. After all, stock photography is influenced by and in turn influenced by culture. nine0003
The aesthetics of stock photography has come a long way in the last decade. The traditional approach has been replaced by holistic compositions that look more original and creative. It has become the main driving force behind modern visual culture with its ups, downs and finally victories.
