Stock images are existing resources that can be licensed for creative purposes. They can be photographs, graphics, vectors, illustrations, and even small video footage. An online database makes it easier to search stock pictures that fit your requirements instead of hiring professional photographers. The images can be used in marketing and business-related projects such as websites, blogs, social media, and book illustrations.
But did you know that you can also utilize stock images in Facebook ads to gain maximum engagements and CTR (Click Through Rate)? In fact, stock images can be a blessing in disguise for marketers – but only when used correctly.
In this guide, we have enlisted a seven useful tips and tricks on using stock images in Facebook ads to get the best results.
1. Be Consistent With Brand’s Voice
You advertise on Facebook to reach your target audience. For this reason, you make sure that everything fits your brand vision, from color and theme to text and layouts.
So when it comes to pictures, you must also pick stock images that are relevant to your services. They should be more than visually appealing and constructively cater to your brand’s identity.
By using irrelevant stock images in your Facebook ads, you can lose your chance of getting new customers in no time.
Here’s an example of how Indus Healthcare stayed consistent with its brand’s identity while using a stock photo for its advertisement. The photo is not only in line with the brand’s color scheme, but also relevant to its services.
2. Use High-Resolution Pictures
The main advantage of stock images is their professional quality. However, it does not mean that all stock images are the same. There are images with low resolution, poor lighting, and blurry elements.
Don’t settle for a low-resolution image even if you’re on a budget. If you use a bad-quality image, it will distort even more after resizing and editing. Ensure your image is of high resolution, so it remains visible, bright, and eye-catching even when viewed at a smaller size.
Take a look at a Facebook ad by PHL Food and Shops featuring a bright, clear, high-quality photo. Surely anyone would be tempted by the colorful sight of these donuts.
3. Choose Unique Photos
Hundreds of brands use stock images in their Facebook ads. When people see similar images almost everywhere on the internet, they are less likely to stop and click the ad.
The key is to keep it original. Many stock image sites allow you to exclude the most popular images from their filter and instead choose the least popular.
You can also drag a stock image into the Google Images search bar to see how many other websites use the same image.
Try to find unique images that align with your brand and get more attention.
4. Go For Editable Photos
Make sure you use customizable stock photos. They can be downloaded and edited to fit your ad’s needs.
The average person scrolls through their Facebook screen in just a few seconds. In this case, the image of your Facebook ad needs to be focussed enough to catch their attention in those few seconds.
Instead of using the entire image, crop it to focus on the part that relates to your service. Change the contrast of the stock image according to your brand’s color.
The CTA should be clearly visible in the image as well. Keep the text short. Facebook prefers a 20% text-to-image ratio. Previously, Facebook would reject ads that did not comply with the rule. But now that rule isn’t enforced anymore. Facebook still strongly recommends it, though. And these Facebook ads tend to perform better, too.
The most commonly used apps for editing stock images for Facebook ads are Photoshop, Pixlr and GIMP.
Check out this Facebook ad from Digital Marketing Institute. The company edited the photo to match its brand’s color scheme, logo, tagline and CTA (Call To Action). After customization, this stock photo has become more relevant to the brand’s voice.
5. Use Licensed Images
Visuals rule marketing, so stock images for Facebook ads are a must. They are cheaper, look better, and save time. However, you don’t want to run into legal issues after running your Facebook ads. If you are using stock images in your Facebook ads, you must first understand the common licensing types.
Here is an overview of the main licenses:
Royalty-Free
A royalty-free licensed image is a non-exclusive stock image and can be used for multiple purposes with unlimited access. There are few or no restrictions on them. Stock photo websites charge a one-time fee for royalty-free images, but you can use these images on any platform and campaign after that.
Royalty-free stock images are free of any legal issues. They are, therefore, widely used by all levels of businesses, companies, and brands. So, check the originality of the stock image while choosing one for your Facebook ads.
Rights-Managed License
Rights-Managed (RM) license is another form of licensing used for stock images. This kind of license limits the use of images for only a certain purpose, time, and location.
Many rights-managed licenses do not allow you to use those images on social media. They might require a separate subscription fee if you need more freedom of rights.
Infringing on the rights and using them in another way can have grave consequences.
Extended License
The Extended license basically extends your rights on a particular stock image. If you intend to use a stock image on an end product that will be sold or be limited to paying customers, you will need to purchase an extended license.
6. Opt For Cost-Effective Subscription
Instead of creating their own content, companies opt for stock photos because they save both time and money. Many businesses do not have the budget to hire a professional photographer for their brand’s social marketing campaigns. Even if they do, they can’t get the unlimited variety they can access in stock libraries.
Considering that, you must choose photos that are visually appealing and budget-friendly. Saving on photographers will be of no use if you spend the same amount on subscriptions or licenses of stock images.
Here are some reliable stock photo sites that offer resources at an affordable price:
- Shutterstock – It offers ten images free for a one-month trial. When you commit to payment, you can access 350 images for $169 per month, with an average price of $1.98 per image. Through a partnership with Shutterstock, Facebook offers access to a large selection of high-quality stock images. You can choose relevant images from a library of 25 million assets and test them for your target audience.
- Photocase – It offers 250 credits for $490, and these credits can be used to access images on the site. This subscription allows the use of images on Facebook at no extra cost.
- iStock – It offers 50 images for $89 per month with an average price of $1.79 per download.
- Getty Images – It offers ten packs of small images for $1100 with $110 per download.
- Alamy – Save up to 30% when you buy an image pack. Pre-pay for multiple images and download on demand.
You can compare the price and plans of various sites to choose the right pick for your brand and your budget.
7. Do Ad Testing
Stock photos offer you endless possibilities. You have an unlimited selection at your disposal. It also gives you the freedom to create different variations of the same ad using different images. You are not restricted to one photo per ad. For businesses, using different images for Facebook ads has proven to be more effective.
Testing is essential while running your ads for better reach. The vast collection of stock images allows you to test your ads against various ideas and evaluate the results. Test the same CTA, tagline, and punchline with different photos and see which gets a higher click-through rate.
Conclusion
Stock images can be a powerful marketing tool if used correctly. They can play a vital role in the CTR and engagement of your ads. Stock images used for Facebook ads must appeal visually, be relevant, and be customized. Moreover, tests and trials can help you choose the best stock images for your ads. With these tips, you can surely increase brand awareness, generate leads, and increase revenue. Good luck!
[Recommended reading: How To Use Stock Photos Without Getting In Legal Trouble]
[Image credits – Main Photo: Alamy/Kris Olin; Facebook Ad examples from Indus Healthcare, PHL Food and Shops and Digital Marketing Institute]
Amos Struck is an entrepreneur and stock imagery expert. He is the chief editor at Stock Photo Secrets and strives to educate people regarding the industry. Amos has a passion for social media, digital marketing, and visual imagery. And he also loves food