When it comes to visual storytelling, what kind of content drives the most engagement? What about the least? To get to the bottom of these questions, check out our new report in partnership with Contently, the 2019 Report: Engaging Your Audience with Visual Content.
Here’s a look at what we asked and how marketers are engaging their audiences with visual content today. Skim through and see how you stack up compared to your peers.
What is the main use case for photos and/or videos in your organization?
How often does your organization use visual content to engage your audience online (whether through social media, email, blog posts, etc)?
69% are sharing visual content daily or multiple times a day, which is an uptick from 2018. Two-thirds of this segment also think speed in locating assets is more important to their job than ever before.
What type of visual content drives the most engagement?
Photography is not only the visual content that drives the most engagement, but as we as learned in the report, teams can produce images faster than other formats. This brings up a crucial insight: While the need for video content is increasing photography continues to offer high return on investment. As marketers shift the focus to video, they must not lose sight of photography.
Which digital marketing channel produces the highest engagement? Here were the top responses.
Facebook and Instagram also took the top spots last year. The channels that marketers said that produced the lowest visual engagement? Twitter (7%), blogs (5%), YouTube (2%), and Snapchat (0%).
What type of visual content drives the lowest engagement? The top responses were:
When using the digital marketing channel that drives the highest engagement, how often do you include a photo, video or other visual asset?
Compared to last year, we see an increase among those who always use a visual when posting to their top performing channels.
When using visual assets in digital marketing, are the results typically better, the same, or worse than without the use of visuals?
Sharing Visual During Events
When it comes to creating a real impact, marketers understand in-person experiences can be a powerful way to make connections. Yet in reality, not every person will attend every event. So the question is: Do marketers share content from events in real time to help their online followers feel part of the action?
Does your company typically take photos during events to use for marketing purposes?
For those who take photos during events, over a third still struggle with bottlenecks between coworkers when trying to share visuals.
How do your event photographers (whether hired freelancers or internal employees) typically deliver images to your marketing team and other stakeholders?
Of those who deliver images wirelessly during events, almost 60% also use a cloud-based digital asset management system to organize and access visual content. The fastest teams send photos wirelessly from the camera straight into the cloud-based digital asset management system, where everyone can access photos in seconds.
On average, how quickly are images from your events shared with your audience online?
Of those who deliver images in less than 2 hours, 94% told us that speed in locating visual assets is critical to their jobs.
To learn more about how marketers and creative professionals are navigating the growing need for visual storytelling today, check out the 2019 Report: Engaging Your Audience with Visual Content.