Whether it is your own business or a business you are marketing on behalf of, creating visual content is very important for the success of marketing work. According to the old adage, a picture speaks a thousand words, and when we consider video as a form of visual marketing, literally millions of words can be conveyed.
Using images and videos on landing pages helps increase time on page, but let’s learn more about why you should use visual marketing.
Visual content marketing statistics from marketers
If we start with some statistics of professionals already working in this field, it is quite clear that marketing professionals see visual content marketing as an important part of their business. 69% of marketers say visual content is very important or absolutely necessary in their marketing strategy, and 86% of businesses estimate visuals will be an important part of their 2020-2021 marketing strategies.
62% of content marketers say they post visual content at least twice a week, and 50% of marketers report that their original content performs best on both desktop and mobile websites; This explains why businesses spend at least 10% of their budget on creating visual content. 32% of marketers say visual images are the most important form of content for their business, and blogging is second with 27%.
55% of marketers create more social media charts than other visual content, and most of their time is spending creating assets for Facebook and their own company websites. Unfortunately, consistently creating visual content is a challenge – 35% of marketers say it’s their biggest challenge.
Infographics are informational graphics and have been a popular way to share information since the 1700s! The simplicity of presenting information in visual form combined with words starting with cavemen and ancient Egyptians and the effectiveness of infographics is widely used by marketing professionals. 65% of brands use infographics as part of their content marketing strategy and are almost equally popular in both B2B and B2C marketing – 65% of B2B marketers and 59% of B2C marketers use infographics.
While they’re a popular and engaging way to share information, only 49% of marketing professionals create their own infographics – they rely on sharing existing infographics. However, 37% say they prefer to use original graphics in their content, and 56% of marketers use visuals or infographics in almost all of the content they publish.
Posting an infographic on a website can increase traffic by around 12% – and that number can be even higher if you allow the infographic to be embedded on other websites and social media! If you want to boost SEO, adding infographics can be a valuable way to do this – articles with infographics have 178% more links and 72% more views than fully text-based ones.
When it comes to infographics, it’s not just the information you share that matters. 55% of people prefer to read messages in color, and the use of color in infographics increases attention span by 82%. What’s more, color messages are 39% more likely to be remembered than black and white ones – proving that spending time on design work is not wasted!
While infographics are a highly successful form of visual content, 37% of content creators want to be able to automate converting infographics into other types of content. Mitigation, reuse, and re-purpose isn’t just an approach to sustainability – it’s a strategy widely used by marketing professionals to get the most value from their efforts!
While infographics are popular, we think many marketers will face the same issues when creating original infographics that all original content has. And we are not far from the target either. On a scale of 1-10, 44% of marketers rate infographic creation difficulty at 7 or higher – which is probably why around 50% of marketers are able to create visual content for an online graphic design tool (like Canva – one of our favorites! ) explains that they use it.
In 2019, an average of 293.6 billion emails was sent each day, and around 44% of people checked their personal emails 1 to 3 times every day. Of course, most of us check our business email much more often – it’s estimated that professionals check our emails 15 times a day – which is on average every 37 minutes. This is a lot of potential time to get your email in front of your customers! Over 59% of marketers find email generating the best return on investment and beyond that, 78% of marketers have found that in the past 12 months. He reported seeing an increase in interaction via email. For every $ 1 spent on email marketing, there is an average return of $ 42 – that’s a pretty impressive return on investment.
Interactive emails have been found to increase click-through rates by about 300%, which means it’s worth taking the time to create and send such emails – but only as long as they’re eligible for viewing on mobile devices. 49% of all emails open on mobile devices, but 42% of people who receive an email that is not mobile optimized delete it.
The first ten days of the month usually perform best for email campaigns, but what is really interesting is that the best day of the month to send a marketing email is the 29th (except February unless it’s a leap year!) This is because payday is approaching. maybe, but we’re not sure.
It’s also always a good idea to customize the email. 74% of marketers say targeted personalization increases customer engagement, emails with personalized subject lines are 26 percent more likely to be opened, and personalized emails offer 6 times higher transaction rates.
Social media statistics
Despite the challenge of creating original visual content, social media posts with visual content – images, videos, or infographics – were found to have up to 94% more views. This means that both creating it and posting it for followers to like and share is well worth the effort, further enhancing the brand’s reach.
After YouTube (we’ll talk about it in the next section), adding video content to your social media channels is most successful with social media channels. Whether you embed video directly into your streams, record Stories videos, or Live stream (or – most successfully – a combination of all these strategies), there are plenty of opportunities to get your customers to interact with your video on social media. Numbers don’t lie either, because social media posts with videos increase views by 48% – so if you’re still creating video content, make the most of it!
Facebook is the most popular social media channel and has over 2.6 billion active monthly users, more than 1.69 billion daily users, and over 500,000 new users who sign up for Facebook every day. The fastest-growing group of people who signed up for Facebook were people aged 75 and over – which means there is great potential for reaching that demographic on the channel.
Facebook Stories has 500 million daily active users and more than 4 billion videos are viewed on Facebook every day. 65% of these video views come from mobile users. 85% of Facebook videos are watched muted, perhaps because they are being watched secretly (in the classroom or at work?). With this in mind, it shouldn’t be surprising that 80% of Facebook users react negatively if a video starts playing loudly in their stream. (If they’re watching videos where they shouldn’t be…!) Maybe that’s not a problem for marketers to worry about, considering that people only remember 10% of what they hear, 65% of the information they see they remember.
Marketers don’t have much time to interact with viewers of their videos. 47% of the total campaign value of a Facebook video ad is created in less than three seconds, and the average video watch time on Facebook is only 10 seconds. Video ads lasting more than 15 seconds have much higher dropout rates than shorter ones.
When it comes to posting, it’s worth knowing that videos uploaded directly to Facebook are shared 478% more than videos posted elsewhere, and viewers spend five times more time on video content than other types of content on Facebook. This means a huge increase in potential shares, so don’t share your videos from YouTube – post directly to Facebook and you will see the best results.
In 2019, Twitter had 386 million users, and more than 145 million were monetizable daily users. About 1/3 of Twitter users are in the 25-34 age group, and the platform is heavily dominated by male users – only 39% of Twitter users worldwide are women.
While people think Twitter is just about words (and that’s how it started, of course) video is growing across the platform – actually 67% every year. Nearly two billion videos are viewed on Twitter each day, and tweets containing videos get ten times more engagement than non-video tweets. And while photos in tweets are valuable (they get 150% more retweets than those without images), videos in tweets are retweeted six times more than photos – meaning both video and images are required when thinking about your images for Twitter.
Similar to other platforms, most video views on Twitter happen on mobile – 90% of Twitter video views happen on mobile – so be sure to test your visual assets on a mobile device before publishing.
The photo-sharing platform Instagram was acquired by Facebook in 2012 for $ 1 billion in stock and cash, and Instagram has since become the sixth most popular social network. If we download the three messaging platforms of WhatsApp, Facebook Messenger, and Weixin/WeChat, Instagram is the third most used social media site with more than 1 billion monthly accounts worldwide.
Instagram is popular about half as popular as its owners Facebook, but Instagram users spend quite a similar amount of time on Instagram as they do on Facebook. Users spend an average of 53 minutes each day on Instagram compared to 58 minutes on Facebook. 71% of monthly active users on Instagram are under the age of 35, and 66% of Instagram users between the ages of 18-24 access content stream several times a day. It’s not just a platform for teenagers – over the age of 35-44, more than half use it more than once a day, and 31% of the 55+ age group access their Instagram accounts multiple times a day.
91% of Instagram users follow an account with at least one of their interests, and the most popular are travel (45%), music (44%), and food and drink (43%).
Users can follow up to 7,500 accounts in a single account – giving businesses a tremendous amount of space to interact with their followers. The most liked photo on Instagram was created to break the world record, and the photo of just one egg has received 54.9 million likes since January 2019. For marketing professionals, you are unlikely to break this number.
More than 50 billion photos have been shared on Instagram to date, and 89.5% of Instagram photos have been shared normally without adding an Instagram filter. Here are a few random useful statistics for marketers to increase their interactions with:
• Photos with faces are liked 38% more.
• At least a hashtag with shipments of approximately 12.6% greater interaction is achieved
• Using a location marker in your post will increase engagement by 79%
Approximately 70% of hashtags on Instagram are branded
Instagram created business profiles in 2016, and more than 90% of accounts follow a business on Instagram. Not only that, 78% of Instagram users view brands on Instagram as popular, 77% fun, and 72% dedicated to community building. In addition, a third of the most-viewed Stories are from businesses.
While ads are often seen negatively on other platforms, there are five types of ads businesses can use on Instagram: photo ads, video ads, carousel ads, Stories ads, and ads on Discover. In the first quarter of 2019 alone, there were almost 25,000 Instagram accounts posted with the hashtag #ad – which shows how popular advertising is on the platform.
Instagram was launched with the aim of sharing photos, but since the platform was launched in 2010, there have been several ways to create the video. At the time of writing the post, there are four different types of videos on Instagram:
Feed videos can be up to 60 seconds and 91% of them are watched
Instagram Live videos can be up to 60 minutes long
Stories can be up to 15 seconds long (multiple Stories can be saved) and 83% are watched
• IGTV (downloaded from separate IGTV app) can be up to 60 minutes, 44% watched
Video sharing in publications was added to Instagram in 2013 and was quickly adopted by users, with more than five million videos being shared in the first 24 hours.
It is estimated that users watch videos 69% of the time they spend on Instagram, and most Instagram videos are viewed between 20:00 and 23:00. (about 33%) Yet unlike Facebook, around 60% of Instagram Stories are watched out loud – which tells us that viewers watch more consciously. Video on Instagram is also worth doing – because 31% of users made a purchase right after watching a video ad on Instagram.
Instagram video posts get twice as much engagement as photo posts, and additional likes, comments, and shares get more reach. The most popular Instagram video content is “how-to” guides, followed by behind-the-scenes posts, interviews, and news.
TikTok is fairly new to the social media world, which was only released in the current iteration in 2018. The purpose of the application is to help users share short video content that lasts 3 to 60 seconds. It is also a successful platform with 800 million monthly active users using TikTok for an average of 45 minutes every day. There is great potential to increase brand awareness alongside marketing on the platform. Influencer fees are much lower than other social media channels – on TikTok, influencers with 2.5 million or more followers only charge $ 100 to $ 200 per post for every 10,000 to 20,000 followers on Instagram charges $ 1000 to $ 1000.
Since then, the app has had 800 million installs – although this is a huge number, the company has many more users than that due to the fact that it operates as Douyin in the Chinese market. Currently, TikTok does not share active user information, but considering TikTok was the 7th most downloaded mobile app of the decade from 2010 to 2019 (remember, although it was only released in 2018?) It is likely to be quite high. Especially considering that the Chinese population is just under 1.4 billion.
TikTok users spend an average of 52 minutes per day on the app, much longer than Facebook and Instagram – so there’s a lot more potential for marketing activity to be seen by target audiences.
LinkedIn has more than 675 million users and half of them (310 million) are active monthly. However, LinkedIn users access the platform for an average of just 17 minutes per month – which means that getting a quick message is absolutely necessary. Sharing images, infographics, and videos on the platform is definitely an important way to convey those messages quickly and get liked and shared.
Businesses report that 80% of B2B leads come from LinkedIn, compared to only 13% on Twitter and only 7% on Facebook. Even though B2B is at the forefront of LinkedIn activity, 43% of marketers also say they find customers through LinkedIn.
While LinkedIn is more focused on professional connections, there are many possibilities for success when posting videos, especially when it comes to B2B marketing. Indeed, the success of the platform meant that nearly two-thirds of marketing professionals planned to post videos on LinkedIn in 2020 (considering COVID-19 crashes, etc, we’ll see!). Moreover, the platform is already running video 87% of the marketer’s fine, it says that an effective channel to reach their goals. It is worth releasing video though – where content is available in both video and text format, 59% of executives say they will choose to consume the video through video.
The majority of interaction with LinkedIn takes place on mobile (57% actually), and this percentage will continue to increase, especially since LinkedIn Stories are launched this year. This gives businesses the opportunity to add short videos (up to 20 seconds) like Story posts on other platforms.
Video marketing statistics
When you create something visual, you want it to have a big impact. Marketing professionals turn to video to make more impact than an image. And when we say video has more effect than pictures, we have evidence to support that statement! They claim that a picture that speaks a thousand words is generally considered true, and if video moves images – then it’s definitely worth a lot more words! A researcher did the math for us and the video was estimated to be worth 1.8 million words per minute. They did the calculations like this:
1 image = 1,000 words, 30 frames per second
Therefore, 1 second video = 30,000 words
30,000 words x 60 seconds = 1.8 million
Video is not effective simply because of the way it conveys a message. Video on a page is effective because it is eye-catching and people look at the video up to five times longer than static content, meaning they stay longer no matter where the video is. Website users spend up to 88% more time on video websites than non-video websites, and placing videos on landing pages can increase conversion rates by up to 80%.
Even using video in email can provide excellent results – customers are 19% more likely to open an email with the word video in the subject line, and it has been found that embedding video in your marketing emails can increase click-through rates by a massive 300%.
All of this means we need to add videos from social media posts to landing pages, blog content, and emails everywhere. Video delivers an excellent return on investment – at least 89% of marketers say so, and more than half of customers want more video content from their favorite brands.
Customers want to find video content from their favorite brands where they find it appropriate – and that often means YouTube and the social media channels with which they interact with those brands. Cisco estimates that in 2020 there will be close to a million minutes of video uploaded to the internet every second. With the epidemic, it wouldn’t be surprising if this figure was good and really fragmented! They also suggest that by 2022 online video will cover more than 82% of consumer internet traffic, while 79% of global mobile data traffic will be video by 2022.
YouTube is the first place that most of us think of when we talk about online video. Many viewers feel the same, as more than a billion hours of videos are watched on YouTube every day – but we suspect this figure will differ drastically when Google reports its 2020 numbers. While so many things are viewed every day, there will always be something new to watch as more than 500 hours of videos are uploaded to YouTube every minute every day. To watch a single minute of uploads, you need to have more than 20 days of uninterrupted viewing with no meals, sleep, or comfort breaks. Even with our mobile devices, we don’t think we would get into this kind of challenge!
YouTube reaches more viewers in the 18-49-year-olds than all cable TV networks combined – a pretty impressive number. This will increase in the coming years as internet access grows. 70% of YouTube video views come from mobile devices and over 250 million hours of YouTube watch time per day on TV screens it’s not surprising when you think about it – people watch videos on YouTube wherever they are. Not only do they watch wherever they are, but they don’t stop watching when they start. Take a break reminder was implemented in 2018 and since then YouTube has provided more than a billion of these alerts. For marketing professionals, this means there is a lot to gain from posting to YouTube and taking advantage of the different advertising options available on the platform.
The future of video marketing
We expect extraordinary things to happen in video marketing in the near future – just posting videos won’t be enough.
• Facebook provides much more detail for viewers by showing us how valuable 360 ° videos are.
• Video will become more and more popular on social media platforms. TikTok and Snapchat will become more important as you increase their user base, so start using them as soon as possible. Don’t miss out on connecting with customers because you don’t think it is relevant.
• LinkedIn Stories are guaranteed to show some interesting data after running for a while – will it revolutionize B2B marketing?
VR / AR statistics
Virtual Reality (VR) and Augmented Reality (AR) will become much more common. Remember when Pokémon Go was released and kids (young and old) were walking around catching invisible Pokémon characters? This was just the beginning, and we expect a lot more demand from consumers for such technologies.
The global AR and VR market is expected to exceed $ 209.2 billion by 2022, and the number of VR / AR devices sold worldwide is expected to grow to 68.6 million units by 2023 – during this time, headsets are expected to sell more than 30 million units.
Gaming and entertainment may be driving VR and AR, but it’s not surprising that VR and AR are becoming more popular among marketers. The addition of VR can increase conversions of e-commerce businesses by 17%.
It was predicted that around 20% of US consumers will use VR in 2020 (although this prediction was made before the pandemic!), And a massive 79% annual increase in market size is predicted.
User experience is a major obstacle to virtual reality adoption. Bulky hardware and technical issues, as well as poor content produced (19% of users reported this as a concern), are all aspects – but this can be seen as an advantage by businesses that are ready to create the kind of content consumers want. The countries that make the biggest investments in VR are China and the USA. They are expected to spend $ 5.8 billion and $ 5.1 billion on technology in 2020, respectively.
There tend to be larger companies currently investing in technology – Sony, Samsung Electronics, Google, Microsoft, and HTC, with Apple, reportedly launching a title in 2022 and glasses the following year.
While there are relatively few small businesses currently investing in VR and AR, technology is getting closer and closer, and businesses should not see it as a fad. More than 23 million jobs are expected to use AR and VR in some way by 2030.
We – and most other marketers – will probably never give up blogs and other text-based assets, but the use of visual marketing will continue to be important to our strategies. From adding videos on YouTube to using images and videos in social media, infographics, and email marketing – none of this is perfect on its own, but they are all gathered to help make our strategies more successful.
None of us know what the future will bring for marketing as a whole, but what we do know is to rely more on VR and AR technologies and even social media networks for interacting with customers – in real-time, for example through live streams or traditional broadcasts.