One picture is worth a thousand words, so how much are 25 million Shutterstock photos worth to Facebook and its advertisers? Before you whip out the calculator, let’s just posit that Facebook’s partnership with Shutterstock makes for killer advertising.
As per the announcement, marketers cooking up creatives for use on Facebook will be able to access and integrate millions of Shutterstock images into their advertisements for no additional cost. The images are licensed for commercial use and can be used in any Facebook ad format, mobile or otherwise.
Search relevant images from within the ad tool
The partnership combines Facebook’s existing ad creation tool with Shutterstock’s image search and API capabilities so that advertisers can search for relevant images from within the ad tool. It’s simple enough to use, with a new tab for “Stock Images” besides the existing upload and image library tabs.
Of course, finding the right image out of thousands of images that may match the search keywords and categories is still not a walk in the park, and the user needs to have at least some basic idea of how to fiddle around with keywords to narrow down the choices and find the perfect image matching the ad content.
Another new development is that advertisers can now upload multiple images to multiple ads at the same time. When these ads are all part of the same campaign, it becomes very easy to test multiple images with different ads and find out which image and ad combination works best.
Huge change from the old system
This is a huge change from the old system where advertisers had to upload images one by one and try them out. Most advertisers also tend to rotate images from their uploaded image library collection, and this made it bland for Facebook users seeing the same images over and over again.
Secondly, small businesses do not have the resources to license images for every new ad or get an in-house designer to whip out an image at a moment’s notice. Until now, they were limited to using their logo or a few stale images over and over again. The availability of Shutterstock images levels the playing field for all advertisers big and small, insofar as the visual appeal of their advertisements is concerned.
This is especially critical on Facebook, where users are much more appreciative of photos than other social networking platforms. As per a Hubspot study conducted last year, photo posts on Facebook attract 53 percent more likes than other posts. The same study also showed that photo posts attract 104 percent more comments.
Make each ad unique and much more interesting to users
That’s why using better images for ads on Facebook will yield more returns than doing the same on other platforms. Access to a virtually limitless supply of Shutterstock images will enable advertisers to make each ad unique and much more interesting to users who see them. It’s a win-win deal for both Facebook and Shutterstock. Facebook not only gets happier users, but will also be able to generate more revenue for advertisers.
Shutterstock likewise benefits because it just opened up a massive new market for its artists, who will earn a royalty each time a Facebook advertiser licenses an image.
“Our new collaboration with Facebook represents another way that Shutterstock is using digital images to bring people together, make marketing communication easier and more effective, and develop new revenue opportunities for artists around the world,” said David Fraga, vice president of Corporate Development, Shutterstock.