It‘s no secret that visual content has taken over the internet in recent years. From viral TikTok videos to carefully curated Instagram feeds, visuals are everywhere online – and they‘re only becoming more integral to digital marketing strategies.
As a marketer, it‘s crucial to stay on top of the latest visual content trends so you can take advantage of the huge opportunities they present. To help you do just that, we‘ve compiled a list of 39 need-to-know visual content statistics, along with some expert analysis and tips.
Whether you‘re looking to boost engagement on social media, increase information retention, or drive more conversions, these insights will give you the knowledge you need to uplevel your visual content game. Let‘s dive in!
Video Content is Dominating Digital Marketing
There‘s no doubt about it – video has become the top dog of online content in the past few years. Don‘t believe me? Check out these telling video marketing statistics:
- Video was the #1 form of media used in content strategies in 2021, overtaking blogs and ebooks. (HubSpot)
- 87% of marketers use video as a marketing tool, and 78% of video marketers say video has directly helped increase sales. (Wyzowl)
- Marketers who use video grow revenue 49% faster than non-video users. (Wordstream)
- 84% of consumers say they‘ve been convinced to buy a product or service by watching a brand‘s video. (Wyzowl)
The writing is on the wall – if you‘re not creating video content, you‘re missing out on major marketing opportunities. But what kinds of videos are most effective? Short-form video platforms are seeing explosive growth:
- TikTok was the most downloaded app of 2020 and 2021. (Apptopia)
- The number of U.S. TikTok users grew 85.3% in 2020 and is predicted to reach 88.7 million by 2024. (eMarketer)
- Instagram Reels, launched in 2020 as a TikTok rival, has over 1 billion users. (Hootsuite)
Of course, long-form video content still has its place as well. The number of long-form videos created rose by 140% in 2020 (HubSpot) as marketers looked to educate and engage audiences during the pandemic. Live video is also gaining steam, with people spending 3x longer watching Facebook Live videos than regular ones (Facebook).
Images and Graphics Boost Engagement Across Platforms
Videos may be stealing the spotlight, but that doesn‘t mean other types of visual content should be ignored. After all, humans are highly visual creatures – 90% of information transmitted to the brain is visual (Thermopylae Sciences + Technology) and we process images 60,000 times faster than text (HubSpot).
Harnessing the power of images can do wonders for your marketing metrics. For example:
- Tweets with images get 150% more retweets than text-only tweets. (Buffer)
- Facebook posts with images get 2.3x more engagement. (BuzzSumo)
- Articles with an image every 75-100 words get 2x more shares (Buzzsumo)
It‘s clear that pairing your written content with relevant imagery is a surefire way to boost readership and interaction. But what types of visuals work best? Original graphics like infographics and illustrations are used more than any other type of image (Venngage). And when it comes to infographics, the simpler the better – infographics with less than 500 words have a 76% higher completion rate (Venngage).
Visual Content Improves Information Retention and Brand Awareness
Visual content isn‘t just good for engagement – it can also help your audience actually absorb and remember your message. When information is presented orally, people remember only about 10% of it 3 days later. But if that same info is paired with a relevant image, people retain 65% of it (Brain Rules).
What‘s more, visual content can be a powerful branding tool. Consistent visual identity across platforms can increase brand recognition by up to 400% (Lucidpress). And given that color improves brand recognition by up to 80% (Reboot), it‘s worth putting thought into your brand‘s signature colors and visual style.
Emerging Visual Content Trends to Jump On Now
To stay ahead of the curve, marketers need to keep an eye on up-and-coming visual content trends. Here are a few to watch:
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Interactive Content: Videos and images that users can click on, swipe, or otherwise engage with can boost view times by 47% (Adweek). Examples include shoppable videos, 360° videos, polls and quizzes.
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Augmented and Virtual Reality: 70% of professionals expect organizations to focus more on VR/AR adoption in 2022 (Perkins Coie). These immersive formats are moving beyond just gaming into advertising, ecommerce, remote collaboration, and more.
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User-Generated Content: Showcasing content created by your customers and fans (with permission) adds authenticity and social proof. 93% of marketers agree that UGC makes content more authentic (Stackla).
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Meme-Inspired Visuals: Jumping on meme trends in a brand-relevant way can highlight your company‘s personality and boost social shares. 60% of consumers say they are more likely to believe and remember digital ads if they are contextual and funny (Quotient Technology).
Best Practices for Upping Your Visual Content Game
Now that you‘re armed with these visual content insights, how can you apply them to your own marketing efforts? Here are some tips:
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Prioritize video content across platforms. As the stats show, video content pays off big time in terms of engagement and ROI. Carve out more budget for video creation and experiment with different lengths and styles to see what resonates with your audience.
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Invest in high-quality original images. Whenever possible, choose original graphics and photos over generic stock imagery. Hire a graphic designer or use tools like Canva to create eye-catching customized visuals.
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Optimize your visuals for each platform. Every social network has its own image and video specifications. Tailor your content to fit each one for the best results. For example, square videos work well on Facebook and Instagram while a 9:16 format is ideal for TikTok and Stories.
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Test, measure, and iterate. Visual content marketing isn‘t a set-it-and-forget-it deal. Regularly assess your analytics to see which types of visuals are generating the most engagement and conversions, then double down on what‘s working. Don‘t be afraid to cut poor performers and test something new.
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Integrate trending content formats thoughtfully. Jumping on the latest visual trend can pay off, but only if it makes sense for your brand. Get creative with how you can put your own spin on a hot format like memes or AR while staying true to your brand voice and values.
The Future of Visual Content Marketing is Bright
These visual content statistics make one thing abundantly clear – leveraging the power of images and video is no longer optional for marketers who want to make an impact. The trendline points to visual content becoming even more ubiquitous and important in the coming years.
By understanding what types of visuals resonate, optimizing them for your channels, and staying agile as new trends emerge, you can harness these insights to supercharge your content marketing strategy. The brands that get visual content right will be the ones that cut through the digital noise and build lasting connections with their audiences.
Hopefully this data-packed guide has given you plenty of inspiration and direction to take your visual content efforts to new heights in 2024 and beyond. If you implement even a few of these best practices, you‘ll be well on your way to dominating the visual landscape and reaping the engagement, retention, and revenue rewards. Happy visualizing!
