What is it?

The Stock Photo Problem describes the issue where marketing or website images feel fake, generic, or overly polished – usually because they come from popular stock photo libraries. These images are often staged, unrealistic, or too perfect, making it hard for people to relate to them. Worse still, your audience may have already seen the exact same photo used by other brands, which damages trust and makes your message feel less authentic.

Why does it work?

It works as a concept because it explains why some marketing just doesn’t connect emotionally. People are more likely to trust and engage with real, relatable content. When they see the same smiling business team or generic handshake photo they’ve seen elsewhere, it triggers a sense of detachment. Instead of drawing people in, stock images can create distance and make your brand feel unoriginal or insincere.

How can you use it?

You can use the Stock Photo Problem to audit your own visuals. If your images look staged, overly corporate, or familiar, it might be time to switch them out. Replace stock with real photos of your team, behind-the-scenes shots, or even candid smartphone images. Authentic visuals, even if they’re not perfect, often perform better because they feel human. You can also use illustration, branded graphics, or simple text-based visuals to stand out without relying on the same tired photo library as everyone else.

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