Engaging Your Audience With Visual Content: The 2019 Report

Engaging Your Audience With Visual Content: The 2019 Report

More and more, we’re all learning how to give those people what they want. That’s why we’ve partnered with Libris once again to produce a 2019 report we’ve called Engaging Your Audience with Visual Content. Together, we surveyed over 1,000 marketing and creative professionals in February 2019 about their preferences, habits, and expertise on all types of visual content, from infographics and animation to photos and video. Respondents came from a variety of industries including media, travel, finance, technology, sports, education, retail, non-profit, healthcare, and more. A desire to tell great stories unites them, and the insights they gave us are extraordinary. It’s hard to blame marketers for occasionally cutting corners: the demand for visuals is everywhere. Smart content professionals are infusing visuals into their strategy every way they can. 78% of respondents, for example, say they always use a visual when posting to a channel. That means a vast majority of marketers do not leave home without visuals—so where are they getting them? That’s a 13% spike in content teams hiring staff to focus on visual content.

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When it comes to making a big impact in digital marketing, it’s hard to beat visual content. Why say it with a blog post when you can shout it from the rafters with a colorful infographic, a clever Powerpoint deck, or a video that combines animation with live action? Great writing will always be king, but your audience probably comprises quite a few visual creatures who want additional formats. More and more, we’re all learning how to give those people what they want.

That’s why we’ve partnered with Libris once again to produce a 2019 report we’ve called Engaging Your Audience with Visual Content. Together, we surveyed over 1,000 marketing and creative professionals in February 2019 about their preferences, habits, and expertise on all types of visual content, from infographics and animation to photos and video. Respondents came from a variety of industries including media, travel, finance, technology, sports, education, retail, non-profit, healthcare, and more. A desire to tell great stories unites them, and the insights they gave us are extraordinary.

What we noticed first was a disconnect between supply and demand. Most industries understand how valuable visual content can be, but professionals are strapped for time and need to create on tight budgets. When a team is tasked with creating a ton of new visual content as quickly as possible, they may begin to accept work that feels “good enough,” setting aside the idea of content excellence temporarily.

It’s hard to blame marketers for occasionally cutting corners: the…

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