Never before in human history have so many people had access to so many images and videos. Even before AI-generated images began filling up our social feeds, over 3.2 billion images and 720,000 hours of video are added to the internet every day. Some come from high end photographers. Some from professional filmmakers. But the vast majority of content comes from regular people on platforms like Instagram, TikTok and Pinterest.
At the same time, image and video content has become big business. Shutterstock just bought GIPHY from Meta for $53 million. In the past year alone, new AI image generators have been appearing on a seemingly daily basis, adding a whole new aesthetic to our visual culture. But even amidst this ever-evolving landscape of eye-catching images, it's crucial not to forget the power of authenticity. And the dangers of breaking copyright laws.
In this post, we'll explore how “real-life” content must continue to be a part of the communications and campaigns of any brand that wants to truly connect with humans.
Manufactured Magic
There's no denying the allure of using cutting-edge AI technology to create awe-inspiring visuals is novel and attractive. These advancements have revolutionized the creative process, enabling advertising and marketing professionals to craft images that were once unimaginable. With access to the best talent and tools, we can push the boundaries of imagination and deliver striking visual experiences.
Bravo to Shutterstock picking up Giphy to add to its library of assets, especially given the growth of consumer engagement and transactions on social platforms. It’s estimated that the global “social commerce” industry will grow three times as fast as e-commerce and reach a whopping $1.2tn by 2025.
However, as we revel in the possibilities of manufacturing images, it's essential to remember the profound impact of everyday life. Ordinary moments captured on social channels and experienced in real life have an undeniable authenticity that resonates with consumers on a deeply human level. These genuine moments reflect the emotions, connections, and experiences that we, as advertising and marketing creatives, strive to recreate in our brand communications.
But, as even Giphy will tell you in Section 4.d. of their Terms of Service:
Use License. Subject to these Terms of Service, we grant each user of the Services a worldwide, non-exclusive, non-sublicensable and non-transferable license to use Content solely for purposes of using the Services. Use, reproduction, modification, distribution or storage of any Content for other than purposes of using the Services is expressly prohibited without prior written permission from us. You shall not sell, license, rent, or otherwise use or exploit any Content for commercial use or in any way that violates any third party right or these Terms of Service.
In other words, if you want to use a GIF for commercial reasons, you must obtain a license from whoever owns the rights to the images in that GIF.
Nothing Artificial About It
Marybeth Ledesma, a freelance creative director, shared her experience of finding inspiration in everyday life during her time in the Philippines in a recent article in Adweek. As Marybeth points out, the authenticity of ordinary moments and the unique stories they tell can be a wellspring of creativity. By immersing herself in the local culture and embracing the simplicity of daily life, she was able to infuse her work with a genuine sense of connection.
You can feel the emotional connection in UGC. And audiences feel it too. Whether it's a candid snapshot of a family gathering, a breathtaking sunset captured by an amateur photographer, or a simple gesture that speaks volumes, these unfiltered moments carry a sense of truth and relatability that resonates with consumers on a deeper level.
The problem is, there’s no one place to find real-life, user-generated content. Once it’s acquired by a stock house, it becomes immediately ubiquitous. It’s important to always be curating content. Always exploring the vast array of real-life content that is available at our fingertips every day by conducting searches both broadly and deeply. This should be a part of every creative’s day. Concepting a new idea comes from spending time exploring the vast web of amazing content. A content curation and licensing platform (like the one you’ll find at catchandrelease.com) can help. By sourcing UGC from various social media platforms and real-world encounters, you can make sure your brand is always tapping into the raw emotions and genuine stories of real people.
Let’s Get Real
As marketers, we’re always looking for the most current trends and what’s the conversation that is taking place among our target users and consumers. But in our relentless pursuit of creating captivating imagery, we must not forget the beauty and authenticity of everyday life. While AI-generated visuals (including GIFs) may be currently interesting and in some cases faster to produce or incorporate into a campaign, the images that perform better in the real world are actually from the real world and that is what sparks human connections and action.
Catch+Release celebrates the power of UGC and believes in the significance of genuine connections. By embracing the essence of everyday life, we elevate brands' storytelling, foster emotional connections, and ultimately create a lasting impact on audiences. Let us not lose sight of the true essence of imagery—the ability to capture the authentic spirit of the world around us.
