You might think that you need original footage anytime you want to make an ad or explainer video. But what if we told you many professionals use stock video footage in films and television, ads, and other video content? Learning how to use stock footage can help your video look great, while saving you money and time.
If you’re skeptical, take a look at this video from Chicago Custom foods. How much of it do you think is stock?
The answer is…pretty much all of it. The product shots at the end were custom, but everything else was stock video. That includes the images of truffles rolling, castles looming, and hands working.
What Are Stock Videos?
Stock videos are any video footage that has been made available for reuse by video creators, usually for a fee. This can include video clips of any length, whether live action, animated, or AI generated.
Video creators use these clips to minimize costs and maximize value. After all, a trip to Europe just to snag an establishing shot of a castle might be outside your price range for an explainer video. That’s where video stock footage comes in handy.
Here’s another example of a video created almost entirely from pre-existing footage. This one is an explainer video we made for Getac.
They could have put out a casting call for actors to appear as firefighters, police officers, and scientists. But getting access to sets and props would have been expensive. That’s even before we talk about the safety gear and drone you’d need for the technicians in the transmission tower. All of that would have added to the cost of the project.
There was just no need for new footage when good-quality clips were available for licensing at a reasonable price.
Where to Get Stock Videos
You may be able to find inexpensive or even free video clips, but be careful. If you’re working with an unknown site, you have no way of knowing that they have the rights to that content. It’s safer to stick with stock video sites that are reputable in the industry.
Our three-go to sources for video are:
- Shutterstock Footage – Allows you to set up an annual subscription or buy per clip. The standard license is enough for explainer videos, email marketing, social and many advertising projects. If you want to use the clip to decorate your sales floor or turn it into merchandise, you’ll need an Enhanced license.
- Adobe Stock Videos – You can buy a monthly subscription to download a certain number of assets each month, or buy credits that expire one year from your purchase date. They offer standard and enhanced licenses much like Shutterstock.
- GettyImages – Offers rights-ready licensing that charges you based on the intended audience size and how the video will be used. Unlimited use will cost the most, while limited web and digital is the least expensive.
A Quick Guide to Stock Video Footage Rights
Before you use any stock footage clip, make sure you have the rights to it. The last thing you want is to spend time and money creating a video, only to learn that you don’t really have rights to use one of the stock clips you’ve included.
Avoid this problem by paying for stock videos from reputable sites. Read their terms carefully. Some confer rights only for certain uses. For example, social media use only. Often, you can pay for additional rights.
The cost of rights may depend on the size of your audience. For example, Shutterstock charges more for audiences larger than 500,000.
It is possible to find stock footage for free with no rights restrictions. But, again, make sure you’re getting it from a reputable site. Anyone can claim a video is in public domain, it’s up to you to do your research and make sure you’re not infringing on anyone’s copyright.
Where to Get Stock Footage For Free
The National Archives and Records Administration of the United States has an online library of public domain videos. They include military, documentary, and educational films. Be aware that the visual and sound quality may not match modern standards. Most were made prior to 1976.
Some of the videos in this database have use restrictions as well. Don’t assume that a video is royalty free just because it is older.
A few stock image/video sites like Pexels and Videezy offer more modern free footage, often in 4K. However, pay attention to whether the terms of use include attribution. These sites may also try to upsell you by displaying premium clips that require payment to use.
How to Use Stock Footage Seamlessly
Many videos and commercials integrate original and stock footage so seamlessly that you don’t even know which is which. Take this video we created with TruWear. Most of it was recorded specifically for this commercial. Can you spot the stock footage scenes?
This seamless effect comes from smart clip selection and skilled editing. Here are three tips to help you create a seamless look whether you’re using all stock video, or a mix of stock and custom content.
1. Choose Interesting Footage
If you’re using the same footage as everyone else, your video will look like everyone else’s. The best stock footage is visually interesting or used in creative ways. Make sure the clips you choose reflect your message and your brand style.
2. Get a Skilled Colorist
A colorist can create a consistent stylistic look across multiple clips with color grading. If one clip is bright and saturated, and the next is muted and dim it will be obvious that you used stock footage. Colorists smooth out these differences using professional software like Adobe Premiere Pro. The result is a seamless visual experience.
3. Add Graphics and Sound to Tie it All Together
Graphics and custom animations can help you tie scenes together. You can see this at work in the TruWear video above. The right music tracks and sound effects can also add continuity and polish to your commercial or explainer video.
Start Making Your Video Today
As the examples above show, stock videos are a powerful asset. You can use them to save money, reduce production time, or fill in hard-to-get footage. With skilled editing and the right finishing touches, your viewers will never realize you used stock footage.
For help creating a video with or without stock footage, contact the video production experts at IdeaRocket. We can create and integrate 2d animation, 3d animation, whiteboard, motion graphics, mixed media animation and live action videos. From storytelling to color grading, we have the skills to launch your message into orbit.
