Most travel companies will at some point or other have been whacked for using an image they should not have. Getty is particularly hot and apparently use ‘Waybackmachine‘ to find occasions when you might have made that mistake. That may have cost you £300 – £1500 per photo, ouch! Stock photos are also pretty boring and you can boost your content user engagement by using your own images and save hefty stock fines.
As your users are consuming more imagery than every before while browsing and reading less it is becoming more and more important to use images that your users will find interesting – AKA, not seen before. Let's face it, we are all pretty tired of stock photos & hey, we are in travel so here is my advice on using images in your content.
How to Avoid Fines
- Use your own images. You go on educationals and holidays so take your phone ( I use an iPhone which is how I took the photos on these pages – with just one click, I'm not photographer!). Personalising your content will boost user engagement and help them further down the sales funnel
- Sign up to a Google Photos account. This is Free for ALL your photos and enables indexing so you can always find the photo you are looking for easily. The clever smart phone app ensures that your images are backed up and so if you lose your phone then you will always have a back up of your photos. This App also lets you apply different ‘effects' ( as per Instagram) and so you can take an ordinary photo and then apply effects such as the image here on the left of palm trees at Tanjong Jara.
- Use a computer programme like ‘Snagit‘ or your iPhone App to add text to personalise the photo
- Ask Operators that you work with to use their images. While they will probably ask you to attribute them, this can actually work in your favour as you can add a line such as “Image kindly provided by [Name of Operator], one of the many operators we have preferred terms with meaning you are guaranteed to not pay any more while using our services”
- Google ‘Free Images' – there are plenty of sites out there that allow you to use images for free. Some of our favourites are
Above all, for most smaller travel businesses, just don't be afraid of using a more personal approach to images. Consumers are looking for real connections and using non stock images will not only cost you nothing, but will probably boost engagement with your post.