Visual Content Statistics & What They Mean For Your Marketing Strategy

 

Visual content is becoming the foundation of marketing. From the creation to distribution, marketing teams are focusing in on developing quality pieces of visual content to promote their brand. Although more traditional means of marketing such as print and blogs are not dead, the shift towards visuals is too prominent to ignore. Just look at the statistics.

  • In 2016, 53% of marketers say that 91 to 100% of the content they’ve published contained visuals.
  • From 2015 to 2016, the use of visual content increased by 130%.

We can dish out the stats all day, but what does it all mean? The increase of visual content on the web means that there is more competition to get your visuals seen. Each photo, video or infographic needs to be well-planned with an end goal – it could be comments, shares, website clicks or likes. The strategy and intent behind each piece of visual content will be key in 2017. Let’s take a look at more visual content statistics and what they mean for your marketing strategy.

 

Videos

The Statistics

  • In 2017, video content will represent 74% of all internet traffic.
  • 4X as many consumers would prefer to watch a video about a product than to read about it.
  • Using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%.

What This Means For Marketers

Out of all the visual content mediums, video proves to be most effective. However, from a marketer perspective, it’s also the most time-consuming and costly. Video is an essential part of your marketing strategy, but it doesn’t always have to be laborious and expensive. When people think video, our minds tend to drift to high-production promotional videos, however, think short and sweet. Create short client case study videos, how-to product videos, raw, uncut behind the scenes snippets or video blogs. This strategy will provide more diverse content and as we know, audiences respond better to authenticity opposed to corporate jargon.

Photos

The Statistics

  • In an analysis of over 1 million articles, it was found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images.
  • Facebook posts with images see 2.3X more engagement than those without images.
  • When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

What This Means For Marketers

Whether you’re using stock images or creating original photography, photos should be incorporated into every aspect of your marketing strategy. Every Facebook, Twitter and blog post should include imagery. The concept of visual storytelling is growing. People don’t have time to read everything they see on the Internet, photos can give them a piece of your story in just a few seconds. This also means that you can’t use stock photos 100% of the time. Make sure you’re creating/taking original images that represent your brand.

Infographics

The Statistics

  • Infographics are “liked” and shared on social media 3X more than other any other type of content.
  • Infographics were the B2B content marketing tactic with the biggest increase in use, from 2015 to 2016, up from 50% to 58%.
  • 41% of infographics had the most engagement; videos were at 20% and stock photos only at 7%.

What This Means For Marketers

If engagement tops the list of your marketing goals, infographics are where it’s at. Engagement is important to keep your audience involved and interacting with your brand. It means they are interested and will leave them wanting more. The goal of your infographics should be to educate your target audience and create a blend of useful information and statistics along with captivating visuals.

Upcoming Marketing Trends

The Statistics

  • Facebook users spend 3X more time watching live videos than traditional videos.
  • 51% of all video plays are on mobile devices — this growth represents a 15% increase from 2015 and a 203% increase from 2014.
  • 29% more people viewed a 360-degree video than the same video in traditional format.

What This Means For Marketers

Consider Facebook live videos, mobile and 360-degree video in your marketing strategy. Facebook live videos are as real and uncut as you can get. Use them to offer industry tips, host a Q&A or give an office tour. It can be a bit daunting to go ‘live’, but if used properly, they can give your brand a huge boost.

We all know that mobile is here to stay, so when producing visual content, make sure it’s mobile-friendly as well.

And last but not least, if you haven’t started thinking about 360-degree videos, now is the time. If you are marketing a restaurant, attraction or destination, this should be high on your radar. 360 videos are interactive and allow your audience to really immerse themselves into your brand.

 

Sources:
Hubspot
Louise M
Iliyana Stareva