The Not-Perfect-But-Totally-Fine Secret Weapon in DIY Marketing
Should You Use Stock Images? The Short Answer: Yes.
If you're building a website, writing a blog, launching a side hustle, starting a business, or finally getting serious about your socials, you've probably asked yourself: should I use stock photos? Do they look too fake? Will people know? Is it better to wait until I can get professional photos taken?
Here's the deal: stock images aren't perfect. They're often a bit generic. Sometimes cheesy. Occasionally painfully staged. But here's the real truth: stock images are absolutely better than doing nothing.
If you're sitting on a half-built website, half-written blog post, or half-baked idea for social media because you don't have the right photo yet, you're wasting time. If stock imagery helps you get content out the door and your business in front of real people, use it.
This guide explores what stock images are, where to find them, the pros and cons of using them, and why they might just be your best friend in getting your marketing off the ground.
What Are Stock Images, Anyway?
Stock images are professional photographs, illustrations or graphics made available for use by others, usually via licensing platforms. You don't have to hire a photographer or create the images yourself. You can license them, sometimes for free and sometimes for a fee, and use them in your marketing materials.
There are two main types. Free or royalty-free stock images are available through platforms like Unsplash, Pexels or Pixabay. You can usually use them for commercial and non-commercial projects without paying or crediting the creator, although credit is always appreciated. Paid stock images are found on platforms like Shutterstock, Adobe Stock or iStock. These often have more variety, higher production value, and tighter licensing restrictions.
Always double check the licence. Even if an image is labelled as free, some may have conditions around how you use or modify them, particularly for commercial purposes.
Where to Find Good Stock Images
If you're starting from scratch, here are some of the best places to look.
Free stock image sites:
Unsplash: modern, natural imagery with a lifestyle feel
Pexels: high-quality photos and videos, great for social content
Pixabay: a wide range including photos, vectors and illustrations
Kaboompics: styled and colour-coordinated flat lays and branding images
StyledStock or IvoryMix: brand-focused free libraries
Paid stock libraries:
Shutterstock: broad and professional catalogue across every industry
iStock by Getty: high production value with strong editorial options
Adobe Stock: integrates directly into Creative Cloud, great for creatives
Creative Market: curated bundles, mockups and design assets
Even if you're working with a tight budget, the free platforms offer enough variety to get started. And if you need something specific, a one-off purchase from a paid site can be worth the investment.
Pros of Using Stock Images
Stock images offer several advantages that make them appealing for solo marketers and small business owners. First and foremost, they’re fast. You can find a suitable photo, download it, and have it live on your site or social feed within minutes.
They’re also affordable, and often free. If you’re not ready to invest in a brand shoot, stock photography gives you a polished look without the price tag. The image quality is usually high, too. Most stock libraries are filled with photos taken by professionals, edited to perfection and ready for immediate use.
Beyond speed and cost, stock images can help you get your content live without delay. That blog post you’ve been sitting on because you don’t have a feature image? That landing page draft? That social tile waiting for the perfect background? Just publish it. Get it out there. Stock helps you do that.
There’s also the convenience factor. Some concepts are simply hard to shoot yourself. Think drone shots of landscapes, diverse team meetings in perfect lighting, or industry-specific tools you don’t have access to. Stock fills the gaps in your visual strategy, letting you look more established and consistent from the get-go.
The Downsides of Stock Photography
Stock images aren’t without limitations. Some of the criticism is fair. They can look generic or overused. We've all seen the awkward handshake, the overly enthusiastic office team, or the woman laughing at a salad.
One real risk is using images that are already being used by others in your space, which can dilute your brand identity. If the same photo is featured on a competitor's site, it’s harder to feel unique or memorable.
Stock photography can also feel a bit too polished. When everything looks perfect, your content might lack authenticity. For small businesses and personal brands, that authenticity is part of your strength. And while the industry is improving, representation can still be limited. You may need to dig deeper to find inclusive, diverse images that reflect your audience.
Finally, relying too heavily on stock visuals can flatten your brand personality. If you use only generic images, you risk looking like everyone else. But the trick is to use stock strategically, not exclusively.
What Stock Images Are Actually Good For
You don’t need to build your whole visual identity from stock images. But there are plenty of smart ways to use them as part of your content.
Stock imagery is great for:
Blog headers and in-article graphics
Social media filler posts
Email newsletter design
Backgrounds for text overlays or quotes
Temporary website images while building content
These uses let stock do what it does best: fill gaps, support your message, and help you stay visible while you develop more personalised content.
Using Stock Images Well
So how do you make stock imagery work without your content looking bland, cheesy or impersonal?
The first step is to customise. Use tools like Canva to crop, colour adjust, overlay your brand fonts, or add design elements. A simple filter or crop can make a photo feel more like your own.
Be selective. Choose photos that align with your brand's tone, colour palette and energy. If your brand is warm, relaxed and community-oriented, pick images that reflect that vibe. Avoid anything that feels too stiff, corporate or overly stylised unless that’s your niche.
You can also use stock images as part of a layout rather than the focal point. Use a stock background behind a bold quote or headline. Add your own photo in one part of a carousel and a stock image in the next. Let stock images do the supporting work, not the heavy lifting.
Another useful tip is to curate your own mini stock library. Save a collection of 20 to 30 go-to images that work well with your brand’s colours, tone and content types. That way, you’re not starting from scratch every time you need to post.
And don’t forget to mix in your own content whenever you can. A quick phone photo of your workspace, a behind-the-scenes snap, or a video clip of your process goes a long way in making your feed feel personal. Think of stock as a complement to your content, not a replacement for it.
Do You Really Need Original Photography?
In the long run, yes. Original photography helps you stand out. It tells your story. It builds trust. There’s nothing quite like seeing the actual face behind a business, the real product on a real customer, or the environment you’ve worked hard to create.
But if the choice is between launching your website with stock photos or not launching it at all, use the stock. If it’s the difference between publishing your blog post now or sitting on it for another month, get it live. If it means your social media is active and showing up while you build your brand behind the scenes, that’s a win.
The point is not to replace real images forever. It’s to start where you are, with what you have, and build from there. Most big brands started scrappy. Done is better than perfect.
Final Thoughts: Done Is Better Than Perfect
Stock images have a reputation for being generic or soulless, but used well, they’re a practical and effective tool for anyone doing their own marketing. They let you move quickly, create consistently, and maintain a professional look while you build up your content assets.
They’re not a long-term replacement for branded visuals. But they are a great starting point. They help you take action, publish content, and show up before everything is perfect.
So if you’re sitting on content because you’re waiting for the perfect photo? Don’t. Use a good-enough stock image, get your message out there, and keep going. You can always replace it later. What matters most is getting visible and connecting with your audience now.
Because at the end of the day, showing up with a stock image is still better than not showing up at all.