Notebook

Why using free-to-use pictures can sometimes be expensive

29/11/2019
The word free

Everyone loves getting something for nothing. And when it comes to adding pictures to your blog and social media posts, you probably simply download them from a Free-to-use online picture library.

And why not? They're the perfect cost-free way of adding a bit of visual interest to your posts. Obtaining them is pretty easy. There are millions of pictures to choose from. And, just as I have for this article, practically everyone else is doing exactly the same.

Yet, what about paying to use a picture? You've probably never even thought about it. But perhaps you should. Because 'free' isn't always your best option.

The Good, the Bad, and Bloody Awful
For the header image of this article I used the popular free-to-use picture site, Pixabay - just one of several different providers you'll find online. Each has thousands of pictures and illustrations available to download. And while you'll find among their collections many perfectly usable images, you'll also find many more that are not. They really do range from pretty good to bloody awful. And much in between.

My chosen header picture is certainly bold, if a little unimaginative. And gets straight to the point. It can also be used to illustrate many different things. Which is why it's probably been used countless times before. By many different businesses, organisations, and publishers.

And here lies your potential problem. Because a free-to-use image that is clearly the best of the bunch or has multiple possible uses, will likely crop up again, and again, and again. And because it's used so many times, whatever impact it may once have had is lost in a sea of sameness.

Now, as already mentioned, for your company's general blog or social media posts, using a free-to-use image is often the most practical and logical choice. It's certainly not going to be the end of the world. But for other uses, when something far more original is called for, it might be.

What is it they say about familiarity...?

Unexpected Consequences
When you want an image to help you make more of a statement alongside the written copy, the more original the image you choose, the greater the impact it will create. And the more engaging your message will be. Whereas choosing a free-to-use image that's potentially been used multiple times for multiple purposes could bring you some unexpected and potentially damaging consequences.

That's because using an often-seen image can cause confusion as to who or what is being promoted. It may even have been used to promote a product, service or organisation you would never wish to be associated with. Or, perhaps even worse, you could end up using the same picture as your arch-competitor at the very same time.

And if you think that could never happen...

Dell and the Identical Model
Young female student working outside with laptop and notebook
When US computer tech giant, Dell, decided to run a Back-to-School online promotion, it didn't surprise them that their main competitor, Acer, might be running one too.

What they hadn't banked on, however, was Acer using virtually the same image to accompany the copy as them. Not only did it feature the same model, but her clothes and styling were identical too. As was the college backdrop. Only a very subtle variation in composition set them apart.

Neither had given any consideration to the image being used. Instead, they'd both chosen a free-to-use picture from the same source. The result was two almost indistinguishable promotions. Both brands were left a little embarrassed, but it was something that could so easily have been avoided.

So, how can you bring some originality to the images you use when promoting your business? Well, you have three main options.

1: The Bespoke Option
The most obvious is to commission the photography yourself. This will ensure originality is guaranteed. Bringing you total control over the type of images you want. And how you want to use them. All great stuff, but this option often comes at a price that puts it out of reach of many small businesses. That said, if you can find the budget, it's one worth considering all the same.

Of course, if you have some photographic and editing skills of your own then you could always take the pictures yourself. They would certainly be bespoke but the resulting images may not be photography at its best. Sometimes it really does pay to hire a professional.

So, assuming you're not going down the DIY route, what picture options are a bit cheaper? Well, there's royalty-free and rights managed. So what are they? They are, in fact, two types of image licensing, with one bringing you greater benefits than the other.

2: The Royalty-Free (RF) Option
This is the most common license type for microstock. With royalty-free images, you have the legal right to use the image(s) for a one-off fee. And without any ongoing royalty payments to the copyright holder. Hence the name. However, you don't have exclusive use of the picture(s). You're only paying for the right to use them, but other buyers can also purchase the same rights as you. And so there is still the risk of pictures turning up where you'd rather they didn't. With a competitor for example. But there are benefits too:

• Pricing is based on the file size of an image. Allowing you flexibility in your picture budget.

• There is a far wider choice of images available and their quality is improved considerably over 'Free'.

• You are free to use the image(s) as many times as you wish. In as many different projects as you wish.

• There are no geographical or time of use restrictions.

• Pictures can be used for products intended for resale within specified publication/distribution size limitations - for example up to a maximum of 50,000 copies. With some microstock agencies, you can extend a licence for an additional fee.

3: The Rights Managed (RM) Option
Although often thought of as more expensive and restrictive than royalty-free, it does have many advantages. And, in some circumstances, can be cheaper than royalty-free. It all depends on how you want to use the image(s). It's true that you have to provide very specific details on how you intend to use an image, but here's why Rights Managed licensing could be your best option:

• You've millions of images to choose from. One of the World's leading picture libraries, Alamy, has over 350 million pictures on file. Most of them are Rights Managed.

• And as photographers invariably only make their best images available for Rights Managed use, the choice of quality images is far greater than it is for 'Free' or Royalty-Free pictures.

• You can request usage rights not available with RF images.

• Including, Exclusive Rights. If available, it means no competing use of the image can be obtained during your exclusive licence period.

• Pricing is dependent upon the exact use you intend for the image and so there are no print run/distribution size restrictions.

• In many cases you will be able to find out about how a picture has been used in the past. And so help you make a more informed choice when selecting an image.

Making the right choice
Whichever option you choose when searching for images to accompany your copy - whether that's 'Free', Royalty-Free or Rights-Managed - the important thing is to base your decision on the intended purpose of the picture.

Just how important is it to what you are saying with your copy? Because, as already mentioned, for some messages originality really matters. Keeping this in mind is easy to do when you're doing the search yourself. But it becomes essential if you're leaving the selection to a Copywriter. Especially if they're including picture sourcing within their copywriting fee too - going for the cheapest option is just too tempting.

So it's vital they know exactly to what level the photography is supporting the copy they're writing for you. Free might be perfectly okay, but quality photography and paying for an image (or two), could make a huge difference in the results achieved with their words.

Of course, You can always ask me
As someone who spent 20 years working as a freelance landscape and location photographer before becoming a Copywriter, I have extensive knowledge of what makes a great picture. And so am ideally placed to advise you on the sort of images that will work best with your project. Plus I have links with some of the UK's leading picture libraries because I've supplied many images to them over time.

So, if you're in need of some great images (and words) for your next project, please...

Get in touch to find out more



Pro Copywriter Logo SMALL
Light green Policy Bee Insurance logo

© Andrew Baskott 2024. All Rights Reserved.