When it comes to social media assets, there are a variety of paths to explore:
- Will it perform well on a specific platform.
- Will it attract and engage your audience.
- Will it fulfill the post’s purpose (driving users to click a link, purchase an item, comment, etc.), and more.
When deciding on assets like photography, carousel images, videos/reels, and infographics, there are layers to consider regarding how to enhance the performance best.
Messaging/Copywriting:
- Should the copy on the asset be shorter or longer?
- Is the message clear?
- Does there need to be a date/time?
Dimensions: Each social platform has dimensions for assets that work will perform and look best
The Art: Depending on the type of asset, which route will you go – using photography versus stock imagery?
Stock Imagery vs. Photography: Looking at Art
As a social media manager, it’s essential to ideate the look and feel of the social asset and consider how it will perform. Is this asset highly engaging? Shareable? Will it spark our audiences interest and encourage them to comment? I typically consider these questions, but I’ve begun to take it a step further and regard the asset as ART rather than a tool to drive performance.
Why the distinction? Truthfully, one disadvantage that I’ve recognized in myself as a social media manager is that I’m continuously looking inward–driven by data and other factors that are a part of my job– that I forget to look at the social media assets as an actual human being/consumer. I forget that my viewpoint is highly skewed and partial. So, with that realization, I am looking forward to taking a HUGE step back and treating each social post as I would look at a painting at The Met in NYC. (I’m kidding, but you get the drift.)
Evoking Emotion
When looking at an image, does it evoke an emotion, and if so, which one(s)? It’s something to consider when deciding whether to use stock imagery or photos of real people.
Stock Imagery is clean-cut and glossy, which is excellent for professional assets. You typically see these types of assets for career and university. Recruitment posts, healthcare, and hospitality, which makes sense–these institutions rely on authenticity and integrity. While it does set the professional tone, I would argue that a distance in stock photography creates a barrier between the art and the viewer.
Distance in Stock Imagery
When looking at a stock image, does it evoke an emotion? I argue that you feel an echo of emotion from it. As human beings, biologically, we can recognize emotions/feelings from facial features and body language. Seeing a person smile, you think of them being happy. Seeing a couple embracing, you assume they are in love. But while you see the image and recognize emotion, it does not evoke an intense, visceral emotion compared to real people who are not models. (I am sure the models in the stock photo are real people; trust and believe that, lol. This is just me speculating).
In its purest form, stock imagery is filtered, staged, perfect, and safe. The modes are pretty and airbrushed. Their smiles are fake. Their job is fake. Their sorrow is fake. Fake, fake, fake, and we’re aware of it. I ask you, when looking at stock imagery, do your eyes glance over it, or are your eyes arrested by the sight of it?
I’ve discovered there is a cold and clinical-ness to stock imagery. I am aware that there is a time, place, and need (hey, people gotta do what they gotta do to get a post up with no budget, resources, and/or time). Still, it’s interesting for those with those necessary factors to consider other options to help best drive performance and emotion.
Bridging the Gap
Moving away from a distance, let’s close the gap and look at using photography of real people. A note: I’m debating this topic as a CPG company’s social media manager, so when I say real people, I mean your coworkers. Of course, there can still be distance in photography. There is a literal distance between the photograph, the person being photographed, and the style. Style to ches on more of the actual art of photography, which ties in with people’s perceptions, but for the sake of this article, I will discuss how you can feel closeness, warmth, sympathy/empathy through using photography in your social media assets.
Human-ness x Connection
Considering a photo of a person, you will see the comparison to stock imagery. The person is typically not a model; there may be wearing makeup and have touch-up edits from the photographer, and if it’s a corporate headshot, the person will be posed with a fake, professional smile. Yet, compared to stock imagery, you’re more likely to feel a connection with the person in the photo. Knowing that the person in the asset is real, they become tangible. They have a background, history, likes/dislikes, accomplishments, family, and friends – you will likely recognize that versus a stock photo. Also, along with the asset, you will call out the person or persons in the social asset in the copywriting. The message may be to celebrate them for an award or an article they are featured in. With the e-layers, you further reinstate that this is a real person, and you can cheer them on!
Setting the Tone
When is the right time to use it? As I mentioned above, integrity and professionalism play a huge factor. Stock imagery is a safe and vetted choice, but there could be risks when using real people. However, for these factors, there will be opportunities to use photos of your colleagues to help drive performance and emotion.
Scenario #1
A fun event happened at the office, and you, as a social media manager, want to share it on your social channels. You are resented with two options – share pictures from the event or create a social asset with them. stock imagery depicting the event. Which opinion are you choosing?
In this case, you would use pictures from the event! Sharing photos of your colleagues having fun is a fantastic way to show office culture and reinstate the fact that it’s a great place to work. Also, your employees will be excited to see pictures from the event on social media. If you choose stock imagery, they will be more likely to comment and share.
Okay, okay, that scenario was a little too obvious…so how about this:
Scenario #2
You are a social media manager for a company running a recruitment campaign on LinkedIn and Meta. The campaign aims to drive users to the Careers Page, and the targeted audience is those interested in Marketing roles. While working with the Design Team, you are asked whether you should use stock imagery in the Carousel Asset vs. using images of your colleagues. The carousel asset will feature copywriting like “We’re Hiring” and “Join Us” with a person or groups of people in the background. Which opinion are you choosing?
Aha, now this will be something to consider! Is there a right or wrong answer? Feel free to comment below.
Overall, I wanted to spark a debate on the pros and cons of using stock imagery and whether perceiving social media assets through the lens of performance AND art will help social media managers reach their lofty goals.
What do you think?
Mecca-Amirah Jackson 