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BizReport : Ecommerce archives : July 23, 2015

Get real: Ditch soulless stock photography for user-generated content

Perfect teeth on well-groomed models with flawless figures. Big smiles while eating salad. The stuff of stock photography. But do these images resonate with today's consumers?

by Helen Leggatt

According to the founder of SocialChomp, Douglas Finley, consumers are "almost numb" to stock marketing images.

Speaking to The Drum in the run up to the launch of new storefronts for LuckyBlue and NightlifeNOLA, Finley says that consumers want to see clothing on "real people" via consumer-generated imagery instead of "photoshop and fancy imagery".

He's right - soulless and sterile stock photography just isn't cutting it in an age where trillions of photos are taken each year, and platforms such as Instagram see 70 million photos posted every day. Approximately 350 million photos are uploaded to Facebook every day.

"This so-called "selfie revolution" has created an entirely unprecedented opportunity for marketers, brands, and others who today license stock photos to turn to user-generated content (UGC) to drive sales and build authentic brand equity at a lower cost than stock photos can ever deliver," says John Elkaim, Chief Marketing Officer at Olapic, a company that enables businesses to turn user-generated imagery into brand assets.

A study last year by social media agency Laundry Service found that "Instagram-style" imagery saw click-through rates of up to 8% compared to just 2.35% for stock and studio photography.

"The other advantage of user generated content is the unpaid advertising impressions you get when a consumer posts a photo wearing your clothing to their personal network," Finlay told The Drum.

Image via Shutterstock

Tags: advertising, content, creative, ecommerce, stock photography, user-generated

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