You need visuals for your Facebook posts and ad campaigns. Will they be stock photos or your own custom photography?
Images are the focal point of Facebook. When users are quick scrolling through their feeds, it is images that they’re focusing on, not long blocks of text. I highly recommend that all Facebook posts include an image, and most Facebook ad types require one.
So what type of image should you use for your chiropractic Facebook ads and posts?
You have two options: your own custom photography or stock photography.
What is Custom Photography?
When I say custom photography for chiropractors, I am talking about photos you’ve had taken of your own office and staff.
For Facebook ads, ideally your custom photos are professionally shot photos that you paid a photographer to come in and take at your office. You want your office to feel professional and polished, and great photography is a quick visual way to create that feeling.
However, your custom photos could be photos that you or your staff take yourself on basic equipment or a smartphone. The bottom line is that you and your care are featured in custom photos.
What is Stock Photography?
Stock photos are professional images purchased from photography sites. These companies set up photo shoots and create generic images with the intention to resell them.
For chiropractors, stock photos usually involve a faceless doctor performing an adjustment and lots and lots of vertebral anatomy models.
If you’re not careful, stock photos can feel forced, overused, and inauthentic.
When To Use Custom Photography Vs. Stock Photography
When we create Facebook ad campaigns for chiropractors, we may choose stock photography or the practice’s own custom photography.
Stock Is OK When Speaking About A Condition
When we’re talking to the Facebook user about back pain or a desire for increased wellness, we may use a stock photo that coincides with that message.
For example, our January “get fit” campaigns involved stock photos of people working out at a gym or on a treadmill.
These photos made sense with the message, more than a photo of the doctor or someone getting an adjustment.
Similarly, we’ve used various non-cheesy stock images of people with back pain in our ad campaigns about spinal decompression.
So when you are speaking to a general condition rather than about your practice, stock photography can make sense.
Use Custom Photography When Making A Call to Action
So when do you use your beautiful images of your staff and practice?
When you’re making a call to action to schedule an appointment.
If you’re talking about the doctor at your practice or encouraging people to come into your office, you better show your doctor or your office. This builds trust and a personal connection. It feels consistent.
For this reason, we use custom photography for almost all of our Facebook retargeting ads.
Keep Your Favorite Custom and Stock Photos On Hand
If you’ve never made a library of images that you use in your practice’s marketing, it’s time to take a few minutes this week and create one.
Consistent images are so important. I highly encourage you to consistently use the same 5-10 stock photos and custom photos in your advertising. This will build brand recognition in your local area.
Decide what those images will be and upload them to a shareable Google Drive or Dropbox folder. Then you can easily share the link to this folder with any new marketing providers you choose.
Don’t Have Custom Photos? Schedule a Photo Shoot
Yes, you need both stock and custom photography for your marketing. It’s time to make sure you have enough custom photography to use.
If you don’t have good custom photos of your doctor, staff, and office, schedule a photoshoot internally or with a local professional photographer. Your Facebook ad campaigns will thank you!