
Let’s play a game. Close your eyes and picture a doctor. Does the face that comes to mind seem oddly familiar? Maybe that same doctor moonlights as a teacher in another ad you saw recently. Or a smiling business executive. Or perhaps a friendly pharmacist. Surprise! You’ve likely encountered one of the internet’s most overused stock models — those versatile yet ubiquitous faces that show up everywhere, making it hard to distinguish one brand from another.
Don’t get me wrong — stock photography and video are incredible tools. As a designer, I’ve relied on them countless times to fill gaps when budgets were tight or timelines were tightrope-thin. If you’ve scrolled through my work, you might even spot one or two of those all-too-familiar faces yourself. This isn’t a critique of anyone who uses stock content; it’s a call to action to go beyond it whenever possible.
The stock dilemma
Stock photography’s greatest strength is also its greatest weakness: accessibility. When the same image of a cheerful office worker or a confident doctor appears on hundreds of websites, its value diminishes.
Your visuals should tell your story — your unique story — and stock models simply can’t deliver that. When audiences see the same generic imagery over and over again, it subtly communicates a lack of effort or authenticity, even if that’s far from the truth. Worse yet, it makes it harder for customers to remember you.
Why custom photography and video matter
Creating your own photography and video assets is an investment in your brand’s future. Here’s why:
Authenticity: Custom visuals show your actual people, products, or spaces. This builds trust with your audience by proving that you’re the real deal.
Memorability: Unique images stick in people’s minds. Instead of blending into the sea of stock imagery, you’ll stand out.
Control: Custom shoots allow you to shape every aspect of your visuals, from color palettes to props, to align perfectly with your brand.
Versatility: Your content can be tailored for multiple platforms and campaigns, ensuring consistency across your marketing efforts.
Working within constraints
Of course, not every project has the luxury of a big photography or video production budget. And that’s okay! You can’t custom-shoot every single campaign, especially when you’re just getting started. The key is to prioritize. Invest in high-quality photography and video for cornerstone elements — your website’s hero images, brand videos, or key product shots. Supplement with stock when needed, but be selective. Choose imagery that feels fresh and aligns with your brand.
Next time you’re tempted to reach for that tried-and-true stock photo, pause and ask yourself: does this represent who we are? Or is it just convenient? By investing in your own unique assets, you’ll build a brand identity that’s not only recognizable but also memorable. And if that’s not worth the investment, I’m not sure what is.