ByAdam ConnellUpdated onOctober 20, 2021
Infographics, videos, stories, snaps… the list goes on.
Visual content is everywhere on the internet, and year on year, it becomes more and more popular with consumers and marketers.
In 2020 amidst the pandemic, the popularity of visual content skyrocketed, and this left marketers hastily trying to incorporate it into their strategies and stay up to date with current trends.
In this post, you’ll find all of the visual content statistics, facts, and trends that you need to know.
Use these statistics to inform your marketing strategy moving forwards.
Ready? Let’s get started:Table of contents
Visual content takes many different forms. Whether you’re considering what types of visual elements to include in your blogs, or which platforms to post video content to, these statistics may help to shed some light on the vast world of visual content marketing.
When it comes to content types, video is the most used form of media used in content marketing strategies. According to the HubSpot State of marketing 2021 reports, video was more frequently used by marketers than e-books, case studies, and even blogs. The report also stated that video had taken the top spot for the last 2 years in a row.
The same report showed that infographics were the 3rd most used content type in 2021. This means that 2 of the top 3 most used forms of media in content marketing were visual content. This is a testament to both the effectiveness of visual content and its rise in popularity over the last 2 years.
Making use of visual content in your marketing strategy can be a great way to increase your content output. In a lot of cases, making a social media post using videos or stock images is much quicker than writing huge blog posts or developing other advertising materials.
As a result, almost half of marketers publish visual content across platforms between 2 and 5 times a week, according to a Venngage survey.
The same study showed that it takes marketers between 2 and 5 hours every week to produce visual content. Although this may seem like a lot, some marketers report that it can take even longer than this to create a single blog post.
With that in mind, creating visual or video content may be more time-efficient than writing blog posts, or using other advertising methods.
The adoption of visual content has been growing steadily amongst marketers for the past 3-4 years. In 2019, marketers increased their usage by almost 70%.
In 2020, this figure increased further, as demand for visual content blew up with more people staying home and looking for ways to connect with friends and stay entertained.
Source: Content Marketing Institute
As a result of world affairs in 2020, many businesses were forced to look for new ways to operate, as in-person meetings and seminars were often out of the question. As a result, webinars grew in popularity.
Although webinars were already a popular feature in B2C marketing strategies, the strategy gained new momentum in 2020, with over 68% of marketers making use of them.
7. Original graphics such as illustrations and infographics are the most commonly used images within online content
According to Venngage, original graphics are becoming more popular in content like blogs and social media posts. In previous years, many companies opted to use stock images to reduce cost and improve time efficiency.
However, as visual content grows in popularity and consumers become more accustomed to it, it’s important for businesses to create new and original illustrations and infographics for their content. As a result, original graphics are used more regularly than any other type of graphic.
If there’s one thing for certain, it’s that people love video content. For many people, internet usage revolves around consuming video content, whether that’s watching YouTube videos, TikTok’s, or Instagram reels. As a result, a whopping 12.2 billion minutes of video were watched online across the world in 2020.
The rise of video content has also been a fairly recent phenomenon. According to a report published by Cisco, the amount of video content consumed has increased by 17x since 2012, and the industry has seen rapid growth in the last 2 years in light of the pandemic.
As we mentioned above, video is the primary form of visual media used by marketers, and there are many reasons for that. These statistics will help you to learn more about the benefits of video marketing and how you can utilize it in your wider marketing strategy.
Video is an extremely popular medium for internet marketers and is only becoming more popular year on year. According to a Wyzowl report, 87% of all online marketers currently make use of video as a marketing tool.
This may seem like a lot but with so many ways to share video content online, and the huge ROI that it offers, it’s actually quite surprising that this figure isn’t higher.
One of the most popular places for marketers to share video content is social media. According to an article published by Foap, 63% of marketers use video content in their social media strategy.
What’s great about using videos in social media content is that there are so many different ways to utilize them. From live videos on Facebook to super short viral videos on TikTok, the possibilities really are endless.
According to the HubSpot State of marketing report, video uploads saw an 80% increase year-on-year in 2020. This resulted in around 100,000 videos a day being posted throughout the year. According to the reports, the highest recorded number of uploads in one day was 103,603 on April 22nd, 2020.
Although most media platforms now offer some facility for uploading video content, YouTube still reigns supreme. When developing a video marketing strategy, it’s always worth considering starting with YouTube, as it’s a widely used platform and can be used to target a range of different demographics.
Whether you’re looking to drive traffic directly from videos or collaborate with influencers, YouTube is an extremely useful platform. It may not be right for every business, but as the most popular site for video content, it’s certainly something to consider when planning your strategy.
Source: HubSpot Content Trends
YouTube has a lot to offer when it comes to content categories, but one of the most popular types of YouTube video format is ‘How-To’s’. According to Think With Google, 70% of users watch YouTube content to help them solve problems.
But what does this mean for marketers? Well, if you’re marketing a product that directly helps people to solve a problem, then just a few YouTube videos on the topic could drive a whole lot of traffic to your website.
For example, you have a plugin that helps web owners automatically add share buttons to blog posts, then a video on the topic ‘how to add share buttons to blog posts’ could be an extremely effective piece of marketing content.
Source:Think With Google
When it comes to video marketing, there is no one size fits all approach when it comes to which types of videos are effective. Many marketers swear by the idea that the shorter the video, the more engaged the viewers will be.
However, not all consumers are looking for short-form videos. According to HubSpot, long-form video creation increased by 140% in 2020. For the right business, long-form videos could become an integral and effective part of a content marketing strategy.
Videos aren’t just used for marketing – they’re used for sales too. You can use videos in pretty much every stage of the sales process, from your initial outreach right the way through to your follow-up communications.
For example, you can utilize video prospecting by sending out email videos to your leads. The goal of prospecting emails is to get the prospect’s attention and build value, two things that video can really help with.
Video content allows you to showcase your products to your customers in their best light. You can also use video as a way to provide all the information customers typically need to know before they’re ready to buy. It’s no surprise, then, that 64% of consumers make purchases after watching brand videos.
Source: Tubular Insights
Ultimately, the goal of all marketing efforts is to generate a positive return on your investment (ROI). However, ROI can sometimes be hard to measure in dollars and cents.
As this stat shows, the majority of marketers have found their video marketing efforts to result in a positive ROI, but all of them may not measure this by looking at sales figures alone. Increased brand awareness, traffic, and leads are all other types of positive results that can be used as measurements of success.
Social media platforms like Instagram, Facebook, and Twitter are hubs for visual content like images, videos, and more. Here are some enlightening statistics relating to how visual content is used on social media.
Visual elements like images and videos are arguably the most important part of any social media platform. Whether you’re posting to Instagram, Twitter, or Facebook, images are a great way to grab the reader’s attention and improve the shareability of posts. That’s why 80% of marketers use images in every social media post.
Instagram is well-known as the go-to place to share a selfie or update your followers using a video story. The platform is powered by visual content, and in addition to this, it’s also extremely popular amongst marketers.
Instagram is the most used platform for marketing, beating Facebook, Twitter, and more to the top spot. This goes some way to prove just how effective visual content is when it comes to social media marketing.
Facebook is a great platform for marketing thanks to its useful ad program and widespread popularity. However, if you really want to make the most of marketing on Facebook, it’s essential to include images in your posts and ads. According to BuzzSumo, Facebook posts with images get 2.3x more engagement than those without them.
Facebook has also become a hub for the consumption of video content. After YouTube, Facebook is the second most popular platform for watching videos. This is great for marketers that are considering using videos in their Facebook ads campaign.
Source: HubSpot Content Trends
Although Twitter started life as a platform for sharing short thoughts and insights, it’s since grown into a diverse platform for all types of content.
These days, consumers like to interact with posts that are more visually appealing, and that’s why posts with embedded images drive 150% more engagement than those without.
It’s not just Tweets with embedded images that do well on Twitter. Twitter users also love to consume videos on the platform. According to statistics published by Twitter, there are over 2 million video views every day on the site.
25. Tweets with videos get 10x More engagement than those without
Including videos in your Tweets can also have a huge effect on engagement. Reportedly, Tweets with videos drive 10x more engagement than those without.
TikTok is a platform that runs solely on video content. For a while, the platform has been gaining traction, and it skyrocketed to fame at the beginning of the COVID-19 pandemic.
However, despite the success of the platform, marketers have been slow to adapt and realize the potential that it holds. Although the number of markers using TikTok for marketing doubled in 2020, this still only amounts to around 20% of all marketers.
TikTok is a relatively new platform, but its video-centric format is already proving to be successful when it comes to driving sales. The platform has the second-highest consumer spend of any mobile app, second only to Tinder. This just shows how effective visual content like short-form videos can be from a marketing perspective.
Short-form, unproduced videos like Instagram stories are becoming increasingly popular amongst regular users and businesses.
Instagram stories are easy to create visual content that is super effective for building brand identity and increasing sales. According to Instagram, around 500 million accounts utilize the stories function every month.
Source: Instagram Business
Snapchat is another platform that evidences the popularity of visual content. The platform allows users to send short video messages that are deleted within a few seconds of users viewing them.
This alternative messaging app is becoming extremely popular amongst young people and has over 280 million daily active users. It also has a range of advertising options that are perfect for online marketers.
Many marketers swear by visual content as a way of driving sales, generating leads, and building brand awareness. Here are some statistics that evidence just how effective visual content can be.
Advertising is all about capturing people’s attention and getting your message across and, according to Brain Rules, the key to this is images. When the written content is paired with an image, people retain 55% more information than they do from written content alone.
Therefore, it’s always a good idea to include images in your content wherever possible in order to make your marketing efforts more effective.
Source: Brain Rules
In addition to this, Smart Insights found that 90% of all information transmitted to the brain is visual. That’s why it’s so important that your marketing strategy is underpinned by visual elements like videos, images, and infographics. The more visual elements you utilize, the more likely it is that your message will reach your customers and be absorbed.
Source: Smart Insights
When it comes to producing visual content, it can often be difficult to decide which type of visual elements to use. According to Biteable, 74% of marketers believe that video content is superior to content that makes use of static images, as it has a better return on investment overall.
Google Ads has long been revered as one of the best online marketing methods, but many marketers now believe that visual content is much more effective. According to a survey carried out by Biteable, ad strategies that include visual elements have a better ROI overall than text-based Google ads.
Although visual content is effective, some marketers believe that the process of creating it is too time consuming, particularly when it comes to video content. According to Biteable, around 66% of marketers responded that they avoid using video content in their strategies as they feel that it is too time-consuming to produce.
The world of visual content is ever-changing and it’s important to stay ahead of emerging trends when it comes to marketing. Here are some statistics that provide some insight into current trends and the future of visual content.
35. 70% of professionals expect that organizations will focus on Virtual and Augmented reality adoption in 2021
Wondering what the next big thing in visual content creation will be? The answer is AR and VR. So far, augmented and virtual reality has seen growth in the gaming sectors, but not much elsewhere. The somewhat futuristic technology might seem to be a little far-out for businesses, but there are ways to adopt it and save yourself a ton of time and money in the process.
For example, with many people working remotely, Ar and VR can be a great way to host team meetings and implement training and development. With these applications in mind, 70% of businesses expect that there will be some focus on adopting the new technology in the coming year.
Source: Perkins Coie
36. Shorter video content will continue to grow in popularity, with ads being as short as 15 seconds
With the rise in popularity of TikTok and Instagram Reels, more and more marketers are taking notice of short-form video content. It seems that the more the industry develops, the shorter video content is becoming – and advertisers are following this trend.
According to the HubSpot Social Media Trends report, we can expect to see ads as short as 15 seconds becoming more popular.
Source: HubSpot Social Media Trends
Another development in the visual content industry is live video. Live video is extremely popular with consumers and is known to command higher watch times and drive more engagement.
According to an article published by Facebook, people spend 3x longer watching live videos than they do watching normal videos. In addition to this, live videos drive over 10x more engagement than their pre-recorded counterparts.
Source: Facebook Newsroom
According to an Instagram post from Sparq Marketing, 85% of adults watch video content on more than one device at a time. For example, they may watch YouTube on their TV whilst browsing TikTok on their smartphone.
It sounds strange, but it’s actually pretty common, and this is something that marketers should account for when developing their strategy. It could be an argument for diversifying your video content by posting it on different platforms and making it optimized for a range of devices.
Source: Sparq Marketing
Shoppable videos are becoming more popular, and they could be just the ticket for streamlining your business funnel. Shoppable video ads on social media platforms like Instagram allow users to click straight through from a video and purchase products advertised or featured within the ad.
These types of features are increasing conversion rates for businesses, by reducing the number of clicks between the ad and the checkout page. As such, the conversion rates for shoppable video ads are beginning to exceed those of traditional display ads, and this trend is set to continue into 2022 and beyond.
Source: Internet Retailing
Visual content statistics sources
- HubSpot Content Trends
- HubSpot Social Media Trends
- Instagram Business
- Internet Retailing
- Perkins Coie
And that wraps up our roundup of the latest visual content statistics and trends. Now you should have a good idea about the current state of visual content.
As you can see, visual content plays an essential part in all types of marketing from SEO to social media. Hopefully, these statistics have helped you learn more about the best ways to make use of visual elements within your content marketing strategy.
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