PilotPost
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You can use free, royalty-free photos in social media posts from sites like Unsplash, Pexels and Pixabay without paying or, usually, without crediting the photographer. "Royalty-free" does not mean "no rules", though: each site has its own licence, and photos of people, logos or products carry extra limits. Below are 10 reliable sources and what to check before you post.
10 places to find free images for social media
| Site | What it's good for | Credit required? |
|---|---|---|
| Unsplash | High-quality lifestyle, travel, work and background photos | No (appreciated) |
| Pexels | Photos and free videos, good for Reels and TikTok b-roll | No |
| Pixabay | Photos, illustrations, vectors, videos and music | No |
| Burst (by Shopify) | Product, shop and small-business photos | No |
| Kaboompics | Styled interiors and lifestyle photos, with colour palettes | No |
| StockSnap | Large collection of general photos | No |
| Gratisography | Quirky, unusual photos that stand out in a feed | No |
| Openverse | Search engine for openly licensed images across the web | Depends on the licence |
| Wikimedia Commons | Historical, scientific and place photos | Usually yes: check each file |
| Canva free photos | Free photos inside the Canva editor | No, within Canva's licence |
Licences change, so open each site's licence page once before you rely on it, and again every year or so.
What "royalty-free" actually lets you do
On sites like Unsplash, Pexels and Pixabay you can generally use photos for free, for commercial and personal posts, edit them, and skip the credit. What you usually cannot do:
- sell the photo unchanged, or print it on products as the main design;
- suggest that a person in the photo endorses your brand;
- use it in a way that misleads, insults or defames the people shown;
- build a competing photo library from their photos.
Where brands get caught out
- People in photos. A free photo of a person doesn't give you the right to imply they use or recommend your product. Avoid putting words in their mouth.
- Logos and products. A photo showing another brand's logo or product can raise trademark problems when used to promote your business.
- Buildings and artwork. Some famous buildings, sculptures and murals have restrictions on commercial use.
- "Free" images from a Google search. Most images you find through search are not free to use. Stick to sites with a clear licence, or Google's "Creative Commons licences" filter, and check the licence.
- AI-generated images. Check the tool's terms for commercial use, and label AI images where a network asks you to.
Tips for better posts with stock photos
- Pick photos that look like your customers, not like an advert.
- Crop to the network's size: 1080 x 1350 for Instagram feed posts, 1080 x 1920 for Stories and Reels. Our Instagram post size guide has every size, and the free image resizer crops for each network.
- Add your own text or brand colours so the photo can't be mistaken for anyone else's post.
- Mix in your own photos. Real behind-the-scenes shots build more trust than stock photos alone.
Save time once you have the images
Put your edited images in PilotPost's media library, write the post once and schedule it to Instagram, Facebook, LinkedIn, Pinterest and the rest from one calendar.
FAQ
Can I use Unsplash photos on Instagram for my business?
Yes. The Unsplash licence allows free commercial use without credit. You can't sell the photos unchanged or imply that people shown endorse you.
Do I have to credit free stock photos?
On Unsplash, Pexels and Pixabay, no, though a credit is appreciated. Wikimedia Commons and Creative Commons images often do require a credit: check the licence on each image.
Are images on Google free to use?
Usually not. Use a site with a clear licence, or filter Google Images by Creative Commons licence and check each image's terms.
