Ditch the Gloss, Embrace the Grit: Why Authentic Digital Assets Win

In today's visually saturated digital world, standing out isn’t optional—it’s everything. 

At Harry, we know that real connection beats picture-perfect every time. That’s why when we build campaigns, we don’t reach for stock photos and videos first. We look for what’s authentic: emotional moments, real faces, and visuals that tell a story and stop people from scrolling.  

Stock imagery might seem like a quick and cost-effective solution, but authentic content is what captures attention and earns trust. The long-term benefits far outweigh the perceived convenience. 

Authentic Assets Build Credibility 

Photos of your team, real customer interviews, behind-the-scenes videos, and user-generated content offer a level of credibility and connection that stock imagery simply cannot replicate. They give audiences a look at your brand—its personality, values, and the real people behind it. This transparency builds trust. Trust builds loyalty. Loyalty drives engagement. 

Imagine a candid shot of your team collaborating on a project versus a generic stock image of smiling professionals in a staged boardroom. Which image feels more relatable and trustworthy? Which one builds connection? (Hint: not the one with perfect lighting and matching blazers).  

The authentic image offers a human touch, allowing your audience to connect with the real individuals behind your brand. The same goes for a video: A real customer sharing their story carries far more weight than an actor reading a script. 

For example, in a senior living campaign, instead of the usual image of a caregiver embracing an elderly adult, we featured real seniors listening to music with their friends, having high tea, cooking together, and playing a spirited game of Mahjong.  

Authenticity Sets You Apart 

In a crowded marketplace, authentic visuals give you something stock cannot: differentiation. When your competitors recycle the same overused images, your brand looks and feels distinct. 

Showcasing your products in real-life scenarios, highlighting genuine customer experiences, and creating day-in-the-life team content are all ways to create a narrative that resonates with your target audience on a deeper level. It’s believable, relatable, and more memorable. 

One of our clients, a fiber internet provider, demonstrated an exceptional commitment to  local communities through authentic content. Following a weeklong roadshow across the state, we captured footage from many of the cities they serve. This allowed us to produce customized, city-specific ads that highlight their deep local roots and dedication to the areas they support. 

Better Performance, Bigger Returns 

Today’s audiences are savvy. They can spot stock imagery a mile away. In digital advertising, a lack of authenticity can significantly impact click-through rates and conversions. Authentic visuals feel more native in social media feeds, email inboxes, and websites. That natural fit makes your ads feel less promotional and more genuine.  

The result? Higher engagement and a better return on investment. For the internet provider mentioned above, sign-ups from city specific ads have surged by over 6x at a 79% lower cost per conversion. 

Sure, the initial investment in creating authentic digital assets might take more effort upfront. But the long-term benefits are undeniable. What you’re really building is brand equity—and a library of unique content that strengthens customer relationships and ultimately drives more meaningful engagement.  

Ditch the generic gloss of stock imagery. Embrace the power of authentic storytelling. Your audience will thank you for it. 

Curious about how authentic content can transform your marketing? Let’s talk. Email us at hello@harry.marketing today.

Mike Ciarcia is Harry’s creative director.