J. Michael BrowningTo determine the legitimacy of stock imagery regarding production value, one must consider a few key factors. What context will the stock footage be used? Who is the target audience, and will the stock footage resonate? How will the stock footage product be distributed?
Context
Context is key to any production product. Moreso, does the context support the messaging? In the YouTube video, This Is a Generic Brand Video, the producer does an excellent job of utilizing stock footage in a satirical form to illustrate similar content produced by companies and organizations today. It becomes apparent how easy it is to use stock imagery to insinuate a message without directly portraying actualities.
Target Audience
Using stock imagery is an attractive concept for smaller companies with a limited production budget. Finding relatable source content is as easy as loading a web page and searching for activity or setting. However, much of the produced footage for generic sourcing may not resonate with the intended target audience. Viewers – and consumers in particular – are savvy in terms of self-identity. Content producers find it much harder to connect when its audience fails to relate to the generic footage.
Distribution
How an end-product that integrates stock imagery is distributed in terms of market share can harm success. This takes context and target audience directly into account. While much of today's content is now shared via new media methods, content producers must also contend with traditional mediums. If an end-product that's heavy in stock imagery is introduced to a market that's contrary to the visuals used, the return rate is severely impaired. In this case, distribution networks would have to be researched to ensure compatibility.
Pros & Cons
The use of stock imagery can have a drastic impact on productivity regarding both video production and graphic design. As an editor or designer, you have immediate access to content without shooting or reshooting the messaging requirements. This allows for quick turnaround and is beneficial to those on tight deadlines and restrictive budgets.
However, implementing a stock imagery design strategy can suddenly become a hindrance or crutch. Editors and designers can quickly form a habit of over-reliance that directly impacts both messaging and quality.
Overview
The decision to use stock imagery should not be taken lightly. Pros and cons should be weighed, the impact to target audience considered, and a dedicated distribution plan should be laid out before production.