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With 46% of marketers reporting that photography is critical to their current marketing and storytelling strategies, it should come as no surprise that quality photos are in high demand.

Trouble is, most commercially available photos on the internet were taken to visualize broad overall concepts rather than concrete messages. That means they can be used in all sorts of campaigns … but also end up looking generic.

Think of all the photos of smiling receptionists and perfectly suited business leaders you’ve come across. These images may compete for attention, but often fail to register, simply because your customers can’t identify with them.

As a marketer, you can cut through the noise by using images that more closely relate to your audience. It’s what we call “real photography” here at EyeEm: Unique captures, delightful moments, and surprising perspectives. Images that are more concrete will resonate with audiences much more powerfully since they show real life rather than staged situations.

To visualize what we mean, we put together a handful of generic images alongside a ‘real’ counterpart sourced from our community of photographers. The proof is in the pictures, but we’ll let you see for yourself …

8 Examples of Authentic Imagery For Your Campaigns

1) Business

When it comes to business-related photos, there’s no shortage of clichés. Rather than deciding on an overly clean, generic image like the one below of the woman holding an “open” sign, dig deeper for something more authentic — something that tells a story.

You’ll notice that our suggestion ties in a more personal side of business by highlighting two people working together on a project. You can see the emotion in the woman’s face, as she uses her hands to explain something to her coworker in a seemingly authentic exchange. 

Do This:

Source: Sebastian Kopp via EyeEm

Not This:

Source: Pexels

2) Technology

Technology is notoriously hard to visualize, since a concept like “connectivity” is quite abstract. Old-school stock photography usually puts people next to the tech to achieve that connection, but the results are clumsy and constructed. Or worse, they add in a weird futuristic digital overlay like the image below.

Our suggestion is inspired by contemporary social media culture — and it’s more recognizable. It also features soft focus, natural lighting, and it shows a person truly interacting with the technology.

Do This:

Source: Moritz Otto via EyeEm

Not This:

Source: Thinkstock

3) Travel

Let’s be honest: When we the last time you went on vacation hoping to come home with a suitcase full of sand? In many cases, travel photos are just plain corny, and they lack the excitement and sense of wonder that comes with exploring new places.

These days, customers’ attention can much more effectively be captured by showing the actual experience of travel, as depicted by our suggestion below. The shot shows the view from a window on an airplane. It captures that thrilling feeling of embarking on a trip — a feeling that many people can easily relate to.

Do This:

Source: Dina Alfasi via EyeEm

Not This:

Souce: Thinkstock 

4) Happiness

According to one study, pictures with smiling faces can positively impact conversions. Trouble is, while picturing happiness with a simple smile might have worked in the past, it has long become a tired cliché.

While the image of the four people sharing smiles over coffee feels forced, our suggestion reads more natural, as it radiates a positive emotion while including an interesting element of movement. The image looks like a snapshot, taken in a genuine moment of fun and togetherness.

Do This:

Source: Sasha Dudkina via EyeEm

Not This:

Source: Thinkstock

5) Office

Representing an office by the tools one might (or might not) use there looks incredibly staged. It’s better to show context.

In this case, the image we suggested shows a creative space of a freelancer, with a pleasing color palette to underline the tranquility and focus of the workplace. 

Do This:

Source: @dersash via EyeEm

Not This:

Source: Pexels

6) Phone

Most images of phones show people awkwardly handling them, presenting their devices in a way nobody in real life would. Exhibit A: The image of the suited man awkwardly pointing to his device. It’s odd, staged, and a little confusing.

Now, notice how our suggestion sets the phone apart without making the pose seem unnatural. The person in the image is shown using the phone in a really natural way, and it’s easy to identify with — after all, who doesn’t love taking photos of their pets?

Do This:

Source: Markus Spiering via EyeEm

Not This:

Source: Thinkstock 

7) Productivity

Being productive isn’t about doing many things at once, as the photo on the left suggests — but about focus and a clear sense of what matters. (Check out this free guide for tips on how to be more productive.)

While the stock photo below is just plain creepy, our suggestion shows a woman at work, with her focus being underlined by the headphone she wears. It also uses much softer, natural light to remind the viewer how common this activity is.

Do This:

Source: @jedrzej via EyeEm

Not This:

Source: 123rf.com

8) Leadership

Leadership is all about building trust and establishing credibility. Unfortunately, leadership-inspired photos often miss the mark.

The photo below portrays an artificial and thereby very conventional idea of what leadership looks like. To combat that, we choose an image that while more loosely related to the idea, manages to demonstrate the emotive aspect of leading a team.

Do This:

Source: Inbal via EyeEm

Not This:

Source: 123rf.com

What are you best tips for unstocking your stock photography? Share them with us in the comments below.

Since 2006, inbound marketing has been helping businesses create more meaningful online experiences. In short: The inbound methodology focuses on pulling people toward your company and product rather than expecting them to come to you.

And in today’s highly-digital and ad-blocked world, your advertising strategy should be no exception. Combining the inbound methodology with your advertising means inviting people to engage with your brand, rather than interrupting their daily lives with your ads.

While using this strategy may sound like a no-brainer, it takes a lot of thought. You need to know your audience to be able to really connect with them. This is why HubSpot and Kissmetrics are joining forces to teach you How to Advertise Effectively in Today’s Digital World.

During this Google Hangout, you’ll learn:

• How to advertise in a way that aligns with inbound marketing.
• How to segment your audience and optimize your advertising strategy.
• Examples of companies advertising successfully today.
• Improving and measuring your advertising ROI.
• Common mistakes people are still making with their advertising efforts.
• Advertising on social media platforms like Instagram and Facebook.
• Much more about effectively advertising in today’s digital world.

Want to join us? Here are all the details:

• When: Wednesday August 31 @ 2 p.m. ET // 11 a.m. PT
• Where: Live Google Hangout
• RSVP: Click Here

When Snapchat first emerged on the scene back in 2011, it was excusable to dismiss the ephemeral photo-sharing platform as just another shiny piece of millennial bait.

But things have changed.

The once niche app has grown into one of the least ignorable social media forces in the industry, wooing marketers with its command of more daily active users than Twitter. But does any of that matter for agencies? 

For agencies looking to diversify their reach and prove their digital dexterity in a competitive field, Snapchat has proven to be an unexpectedly valuable tool. 

Here we’ll show you how eight marketing agencies are using Snapchat to grow their brands, recruit new talent, and connect with their audiences in a whole new way. 

8 of the Best Agency Snapchat Accounts 

1) Marcel Worldwide

Username: @marcelagency

When they’re not working on ad campaigns for Uber, Ray-Ban, and Instagram, this Paris-based ad agency can be found snapping up a storm. Their creative use of filters, emojis, and cameos from team members portray their daily office life as anything but dull. 

Marcel is perfect proof that running an agency Snapchat account doesn’t require a huge time commitment or tediously polished design. In fact, it’s the playful, behind-the-scenes vibe of their team’s snaps that make them come across as charming and genuine.  

2) Giant Spoon

Username: @giant_spoon

Recently named creative agency of the year by MediaPost, it’s no surprise that this marketing strategy team has been a quick and enthusiastic adopter of Snapchat. On their website, they invite fans to follow their account for an eclectic assortment of “intel, faves, trends, rants, and other surprises.” 

Since Snapchat’s content isn’t permanent past 24-hours, there’s no need to carefully curate a particular aesthetic. As Giant Spoon shows us, Snapchat is a chance to experiment with odds-and-ends content that might not fit well on any other channel. 

Here are a few screen shots of their intern giving a presentation called Millennials: A New Political Paradigm Shift. (Yes, we zoomed in a lot). 

3) RPA

Username: @rpa.advertising

RPA‘s Snapchat feed pulls back the curtain on a top marketing agency to reveal the heart and soul of the team behind the scenes.

Their feed lets followers experience the daily grind of the creative team — a low-investment way to show off their agency’s culture and generate interest from job-seekers.  

4) ClearPivot

Username: @clearpivot

ClearPivot, a Denver-based inbound marketing agency, takes a decidedly unique approach to Snapchat. Instead of merely sharing glimpses into their office life and culture, they treat the platform like a micro video blog, addressing their audience directly to discuss the latest marketing news and social media hot topics. It’s like having an inbound marketer in your pocket.

4) VaynerMedia

Username: @vaynermedia

This digital agency has made Snapchat central to their social recruiting strategy. They use the platform to highlight their unique culture and draw in potential employees with their commitment to transparency. 

“As a company, we’re constantly storytelling for our clients and we mirror that same approach on Snapchat by showcasing what individual employees’ days look like,” said Chief Heart Officer Claude Silver in an interview with Recruiting Social. 

Not only does the agency compose compelling snaps of daily life at VaynerMedia, they also directly respond to their followers’ questions for a more engaging experience.  

Image via Recruiting Social

5) Huge

Username: @hugesnaps

Digital agency Huge lets followers tag along for everything from high-profile events to the daily office grind at any of their 14 offices worldwide.

In contrast to the agency’s meticulously polished and curated Instagram presence, their Snapchat Stories feel like a backstage pass to the real action. Other digital agencies should take note: You can’t claim to fully understand a social platform until you’ve proven you can use it effectively yourself.  

6) FRED & FARID

Username: @fredfaridgroup

FRED & FARID, the marketing agency behind major campaigns for HP and Balmain, lets employees from their Paris, Shanghai, Beijing, and New York offices share vignettes of their creative endeavors.

Their Snapchat presence gives the big agency a personal touch, inviting followers to experience all the work that goes into an ad campaign first-hand.  

7) DigitasLBi

Username: @digitaslbi

How do you make an agency with 40 global offices seem less intimidating and more accessible? Start with a group selfie.

DigitasLBi has found success with their Snapchat account, sharing videos and pictures of daily life to show followers what it’s really like to work at the agency. An added bonus? Letting multiple offices participate in the platform can help boost moral and foster a sense of community. 

8) ExtrêmeSensio

Username: @extremesensio

As this French agency proves, you don’t have to be constantly attending events or rubbing shoulders with celebrities to produce an interesting and worthwhile Snapchat presence . Extrême Sensio‘s snaps offer simple, personal glimpses into the agency’s world.  

Is your agency on Snapchat? How do you use the social platform to engage your audience and highlight your company?