How much visual content did marketers use in 2019 and how much should you budget for in 2020? Here’s stats to guide that decision.
Visual Content for Marketers
- 70% of companies invest in content marketing, which could include visual marketing strategies. (HubSpot)
- Among B2B marketers, 51% are prioritising the creation of visual assets as a key element of their content marketing approach. (Content Marketing Institute)
- The use of visual content increased by 10.5% between 2018 and 2019. (Venngage)
- 88% of marketers use visuals in more than half of their published articles, while 56% use visuals all the time. (Venngage)
How Users perceive Visual Content
- The Social Science Research Network found that 65% of people learn better through visuals. They resonate better with images, videos, memes and other visuals than text.
- Visuals increase the viewers desire to read by upto 80%. (Office Xerox)
Top Visual Content Formats
- 84% say that videos have helped increase traffic to their website. (Wyzowl)
- 69% generated more leads with the help of video content. (Renderforest)
- Cisco projects that global internet traffic from videos will make up 80% of all consumer internet traffic by 2021. (Cisco)
- Marketers experience a 65% increase in clickthrough rates and 19% in open rates by including the word “video” in their email subject line. (Campaign Monitor)
- 55% of the total video consumption time on mobile phones involve videos that are 20 minutes or longer. (Ooyala Global Video Index)
Live, Native and 360-degree Video
- More than two-thirds (67%) of consumers globally have streamed live video content and 52 % of that group prefer free, ad-supported live streaming over subscription and à la carte services. (IAB)
- Consumers have a low tolerance for a bad stream. For many, 90 seconds is the most a viewer will tolerate a spotty stream. (TechRadar)
- Facebook users spend 3X times more time watching live videos than traditional videos. (Facebook)
- 92% of the videos on Facebook are published as Facebook native videos. (Quintly)
- Average percentage viewed was 28.81% higher with 360-degree video, and double the viewers watched the video to 100%. (Magnifyre and StoryUp)
- 40.2% of marketers who were surveyed said that the visuals which performed best were actually original graphics such as infographics and illustrations. (Venngage)
- Infographics have had the biggest increase in usage among B2B marketers in the last four years — now at 65%. (Content Marketing Institute)
- Facebook posts with images witness2.3X more engagement than those without. (Buzzsumo)
- In an analysis of over 1 million articles, BuzzSumo found that articles with an image once every 75-100 words received double the social media shares as articles with fewer images. (Buzzsumo)
- Tweets with images receive 150% more retweets than tweets without. (Buffer)
- Businesses on Instagram get up to 37% of their total impressions from Instagram Stories. (Social Bakers)
- Of the Instagram Story formats people prefer most, 35% say they engage with short narrative-styled Stories most often, followed by interactive Stories centered around quizzes and polls. (HubSpot)
Are you struggling for fresh ideas in the hopes of upping your content marketing game? You’re not alone. One of the best ways to consistently produce content that’s fresh and also on-trend is to look at leaders in the space and quickly adapt.
Research shows that marketers dedicate 88% of their content marketing strategy to blogs. And 77% of internet users read blogs regularly. So it’s no joke that blogging is a big deal in a content strategy. But how do you do it? Let’s take a look at these blogging heroes.
It’s no surprise that the man behind Kissmetrics has gone on to become one of the biggest marketing influencers of our time. He frequently incorporates statistics, graphs, charts, and personal experiences in many of his posts, and also makes it a point to reply to reader’s comments.
Ask any marketer where they get their inspiration from, Hubspot is surely one source. With in-depth blog posts, Hubspot caters to issues that matter close to home. Hubspot employs a great content strategy to move people ‘strategically’ down the funnel, with topics ranging from very broad keywords to topics that are very niche and very suitable for conversion.
Ever wondered why marketers believe that their social media marketing efforts have “somewhat” or “very effectively” paid off? Because 54% of consumers agree to browse through social media to research products (GlobalWebIndex, 2018).
Generally speaking, Starbucks’ Instagram page is a happy place to be. But with their #ExtraShotofPride campaign, Starbucks really turned the spotlight on being a brand ‘for the people’ with its feature of staff and baristas sharing their journeys as LGBTQ+ individuals. Inspirational!
If there’s one brand that gets social messaging right, it’s Dove. Just look at their #ShowUs campaign which was about breaking beauty stereotypes and celebrating the under represented. With #ShowUs, Dove gave Instagram users the option to share their own photos tagging #ShowUs, for a chance to appear in the campaign.
1. 54% consumers demand to see more videos from brands before they engage. (Hubspot 2018)
2. 87% of marketing professionals use video as a marketing tool. (Wyzowl, 2019)
3. 8 of 10 consumers make a purchase after watching a brand’s video. (Wyzowl, 2018)
In the wake of #MeToo, Gillette challenged the notion of whether or not brands could be too political through their short film to take down toxic masculinity. Guess what? It earned over 31 million YouTube views! Takeaway – if you’re caught between taking a political stand and not, take it, but do your research right and align it with your brand’s voice.
Any GOT fans here? Then you surely wouldn’t have missed Hootsuite’s ‘Game of Social Thrones’. The video makes use of GOT, a popular theme, to bring fans closer to the brand. And guess what? It worked – this strategy gained the brand over 1 million views!
Recruiting world class leaders is a challenge, but somehow TEDx manages to nail it every single time. Their videos cross tens of millions of views, excluding their TEDx, TED Fellows, TED-ed, and other channels.
VISUAL CONTENT/ GRAPHICS
1. 65% of tweets WITH images stand a better chance of being retweeted. (Stone Temple Consulting)
2. And blog posts WITH images results in 94% more views. (Jeff Bullas)
3. In other words, visual content gets viewed 94% times more than content without visuals. (PR Daily)
Heavily visual in their marketing, LinkedIn uses a combination of featured images for their blogs, quotes, customer testimonials, illustrations, videos, and infographics to promote and distribute their content. And now they’ve amassed almost 65K followers on Twitter.
Humor is Zomato’s way of marketing. From pop culture, to simply out of the box, take the ‘Shape of Samosa’ campaign for example, which is a spoof of the Oscar-nominated film, ‘Shape of Water’. The reason behind their 1.3 million twitter following and hundreds of thousands of app downloads?
Hit us up at firstname.lastname@example.org for your next content marketing project.