With photos, videos, etc., there's not a lot of duplicate information. If there are a lot of new images being created, then you'll see very little benefit from data deduplication. In that case, you're better off just running differential or incremental backups.
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As far as areas in which data deduplication can provide superior benefits, databases have a lot of redundant data and deduplication can have dramatic results. Also, large file systems with small numbers of changes are a good match for deduplication.
Check out the entire Data Deduplication FAQ.