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)
With over 1000 strategies and tactics coming to light daily, content marketers need to find the balance between giving out information and promoting a brand message efficiently, accurately and in an authentic, engaging way to drive sales. Let’s take a look at the key content marketing statistics that will drive the rest of 2020.
1. Storytelling through videos reigns supreme in content strategy, overtaking blogs and infographics (HubSpot, 2020).
2. 72% of people prefer video content over text when learning about a service or product (Smart Insights).
3. 56% of people in the age group of 25 to 34 years prefer video content from companies they support.
4. Though promotional and brand storytelling videos are common video types created by marketers, live videos are becoming the need of the hour. Live videos are script-agnostic and real-time in their interaction. Live video is also the third most-used social media marketing tactic (HubSpot, 2020).
5. Versatile, convenient, on-the-go, and informative, podcasts suit the hustle-bustle modern lifestyle. People are informed while taking walks, driving, or working out. According to PWC the podcast listener base in India grew to 40 million in 2018, a 58% rise from 2017. It is also interesting to note that Indian language internet users are set to reach 536 million people by 2021 according to KPMG.
6. Presently the third largest market for spoken-word audio, most Indians listen to podcasts on their phone, and a vernacular podcast might just have a bigger chance for success than English podcasts.
7. 43% of people admit that they skim through blog posts. (HubSpot, 2018) This means they seek snippets of information. Data and facts in easy-to search and understand formats improve customer trust which drive total sales.
8. Listicles are found to be the most popular blog post formats among business blogs (Responsive Inbound Marketing, 2019).
Reviews and Recommendations
9. We tend to remember the negative, more than the positive. Or so Esteban Kolsky found. 72% of customers will share a positive experience with 6 or more people. But 13% of them will share a negative experience with 15 or more people.
10. 70% consumers also trust online peer reviews and recommendations more than professional content and copy.
11. Statista (2019) found that 90% of mobile users find content personalisation very effective and email is the number 1 channel used for personilisation by marketers.
12. Infact, 49% of buyers made impulsive purchases after receiving a more personalised experience.
13. Marketing to 3 audiences at a time is said to be the standard best practice (Hubspot, 2020).
Website design and content
14. Statistics show that 38% of people stop engaging with a website if the content or layout is poor.
Social Media for customer service
15. 78% of customers have a firm belief that social media is the future of customer service.