Why Original Content?: When That Stock Content Turned Your Ad into Something Only HR Could Force You to Watch...

Let’s be real—nobody sets out to make an ad that becomes an internet joke, but if you rely too heavily on stock footage, stock music, and stock images, chances are nobody, even your own employees, are going to interested in watching it. You’ve seen them before: those hilariously generic stock photos of “corporate teams high-fiving,” or the “team leader displays an upward line graph on dry erase board”. The issue is, none of those people actually work at your business, there's no actual information on that dry erase board and those aren't your offices. If the impression you want to make is no impression at all, go right ahead. If not, let’s talk about why original content is the better choice—and how to avoid an unintentional snooze inducing disaster.  

Stock Content: Fast, Cheap and Lifeless

Stock photos and video footage can make your brand feel like a lifeless mannequin—technically there, but missing the spark of authenticity. If you've seen a stock image before, chances are your audience has too. That painfully generic handshake? That enthusiastic but oddly staged customer service rep? Yep, they’re everywhere. Stock visuals often lack personality, and if your ad looks like it could belong to any company, it’s not doing much for your company. Worse yet, some stock images have become so laughably overused that they’ve turned into memes—do you really want your brand associated with the next “bad stock photos” compilation? Mixing different stock clips can also create a disjointed, inconsistent look that makes your ad feel stitched together rather than seamlessly polished. While there might be rare cases where a brand intentionally leans into humorously bad stock content for ironic or comedic effect, most businesses should avoid that trap.  

Original Content: The Key to a Strong Brand Identity

Original content gives your brand a living, breathing personality instead of making it a caricature of itself. Unlike recycled stock visuals that a hundred other brands have used, original content is yours and yours alone. It builds trust because it feels real—because it is real. You’re not just grabbing whatever’s available; you’re crafting something that aligns with your message, your values, and your audience. And while stock assets can quickly feel outdated, original content stands the test of time. Your flagship videos, logo animations, and jingles should be unmistakably yours, not something any company with a stock account can slap their name on.

Just Because It’s Online Doesn’t Mean It’s Free

We get it—sometimes you just want to grab a great image, a slick video clip, or your favorite song and throw it into your ad. After all, if it’s floating around on the internet, it must be fair game, right? Wrong. Very wrong. Dangerously wrong.

Using unlicensed content—whether it’s an image, a stock clip, or (heaven forbid) a hit song from a famous artist—is like playing legal Russian roulette. Sure, you might get away with it for a while, but when that takedown notice or copyright claim lands in your inbox, you’ll wish you hadn’t risked it. And if you think record labels and content creators don’t actively look for violations, think again. They have entire teams (and sometimes AI-powered software) dedicated to hunting down unauthorized use of their material.

That catchy pop song you thought would elevate your ad? It could cost you thousands—if not millions—in fines, or at the very least, get your ad pulled before it even gains traction. And trust us, having your brand associated with piracy is not a good look. Instead, opt for licensed stock content or, better yet, commission custom music and visuals that are uniquely yours.

How to Use Stock Content Without Falling Into the Meme Trap

Sometimes, stock content is unavoidable. When that’s the case, here’s how to use it wisely:

• Choose Less Recognizable Stock – Dig deeper than the first page of search results.

• Mix It with Original Footage – Don’t rely on stock entirely—use it as a supplement, not the foundation.

• Customize It – Editing, color grading, and overlays can help stock elements blend more naturally into your brand’s aesthetic.

• Avoid the Clichés – No generic business handshakes. No women laughing alone with salads. No slow-motion high-fives. Just don’t.

So, What’s the Right Move?

• If you need a quick, budget-friendly ad – Stock content can work, but use it wisely.

• If you’re serious about your brand – Invest in original content where it matters, especially for primary branding assets like jingles, logos, and flagship videos.

• If you want the best of both worlds – A blend of original and stock content can work, but make sure it feels seamless.

Stock footage can save time, but original content builds real connections. The key is using stock selectively, making it your own, and knowing when to invest in custom work. Because the last thing you want is for your ad to be remembered—not for your brand, but for how laughably generic it looked.

At Gravity Lens, we specialize in creating custom video content that sets your brand apart. Whether you need a fully original production or guidance on using stock content wisely, we’ve got you covered. Don’t let your business get ad-dicted to stock content.  There is Help.  Gravity Attracts.