2018 is seeing a real revolution in the world of digital. Sure on the surface, some may wonder whether its occurring – or if it’s really no revolution at all- but across the board, we’re seeing the beginning of immense and sweeping changes in all things digital. There’s a whole ton of statistics out there that show this.
These stats not only show how far we have progressed but also provide a blueprint for the future. To understand the next chapter of digital growth, it’s essential to know the data that will drive us there. So, let’s look now at 7 visual content marketing statistics you should know for 2018.
1. The Current Popularity of Video
Within the world of visual media rapid change isn’t just set to occur, it’s already well underway. The speed and reach of the internet have grown alongside the availability of quality cameras on handheld devices, and more people than ever use the power of video to engage in an outstanding way. In 2016 video accounted for 73 percent of web traffic.
For anyone that’s been following the growth in a video for a while, it may be tempting to think ‘oh there is no rush, content marketing is content marketing’ – but this stat shows there’s now a real risk any content marketer that missed out on being an early adopter will become an also-ran. The time to begin creating video content is now, and our second stat proves this further.
2. The Projected Growth of Video
Already video takes up 73 percent of all internet traffic, and by 2021 that figure is predicted to grow to a whopping 82%. Put more simply, this is even more surprising: over 4 out of 5 internet actions in 2021 will result from video content being placed before the user.
It is vital for this reason all content marketers not only have a video strategy today – but seek to build a compelling one. There are of course some exceptions to this statistic and it’s necessary to keep this in mind.
82% of the online world will feature video content, certain forms of content like blogs will always lean towards the heavier use of another medium instead of video. Instead of this allowing a content marketer to ease off though, it shows a multi-content strategy will remain essential. Especially because of the way in which video and written content are set to merge together more in years ahead.
3. Posts with a Video Will Attract 3 X Times More Users Than One Without
It’s a really fantastic event when video and written content come together well. The stats show this well. When an online post also features an original video inside it, it will typically attract 3 times as many users like a post that is text-only.
While this is a truly fantastic content accelerator for content marketers who can take advantage of it, it is important to keep in mind the difficulty of balancing the two.
Striking the balance between these two mediums isn’t always super easy, and so it’s important newcomers to this form of content strategy allow some time for a growth in traffic that rewards their output. The greatest thing about this process is the keen but forgiving audience found online.
In the era of YouTube and Vimeo online users understand not every piece of visual content can be produced with a huge Hollywood budget. Many vloggers have grown a huge audience using just their smartphone’s camera and some basic editing software. So no longer does anyone wanting to grow their visual audience need to be held back by a lack of equipment.
4. Consumers 85% More Likely to Buy a Product When There’s a Video
All experienced content markets recognize a key rule as they gain experience in the field. If they don’t learn this rule? They are sure to get their butt kicked by bad results! The rule is to always keep one eye on the future and one eye on what is changing right now. This applies not only to visual content marketing but all content marketing in every form.
It’s known the video will enjoy become more popular in the future. It can’t be overlooked how this will not only break new ground in new ways but also change the way in which today’s content performs tomorrow. Right now any eCommerce product that is advertised with a video in tow grows the chance of a sale by 85%! This is a massive (almost unfair!) advantage for anyone looking to enhance eCommerce sales.
As with other forms of video, product videos are at their best when created in a particular style. A style that has clear messaging, crisp optics, and a compelling presentation from start to finish. It’s important to recognize the market will expect a professional product video to be produced to a higher standard than a quick vlog.
But ultimately, these things come with time too, so anybody looking to make a boost their sales can always trial a quick product video or two at the beginning, and then look to bring it into a dedicated marketing plan to drive forward with this 85% advantage.
5. Instagram Has Grown by 64 percent Since Launch
The old saying ‘a picture is worth a thousand words’ is seen by Instagram’s rate of growth. The social media giant has enjoyed a rapid surge of growth in recent years. Even by the speedy standard of the tech world, Instagram has enjoyed a rise that could only be regarded as meteoric since its first launch in 2010, growing 64 percent along the way. True, there have been big factors to assist its growth.
Its acquisition by Facebook in 2012 was certainly a boon for the business, a move that has since come to be seen as a brilliant decision by Facebook in its own right. But overall, Instagram enjoys the popularity it does because of its user-friendly design, and the easy path it provides amateur photographers to show off really compelling content.
For anyone looking to expand their visual content marketing, Instagram is always a fantastic starting point. Its prioritization of mobile and tablet audiences make it a very forgiving medium for any photographic imperfections, and its wide variety of filters and other in-app edits make it a breeze to turn a reasonably good photo into a simply unforgettable one!
6. Snapchat’s Growth Rate Was Only 2.13 percent in Q1 2018
All the stats we’ve listed so far show the immense growth and future potential of visual media. The growth is occurring, and the potential is huge – but it’s also important to understand this street isn’t one-way traffic. The recent performance of social media app Snapchat shows this.
While Instagram has largely gone from strength to strength, Snapchat has encountered real turbulence. In the first quarter of 2018, its growth rate was just 2.13 percent, a rapid drop from the more respectable 5.05% it enjoyed just one quarter ago in late 2017.
There are many reasons Snapchat has been embattled but it all results in one lesson: content marketers need to choose their visual medium(s) very carefully. Visual platforms can be a tremendous avenue to build a brand online, but it still requires the use of an effective content marketing strategy for it to find success. That’s true of every form of visual media, everywhere.
7. Tweets with Images Enjoy 150% Higher Engagement
Tweets with images enjoy a far better rate of engagement than standalone text-only tweets. The rate of engagement is also very sizeable at 150% – and this is something all aspiring content marketers must sit up and take notice of, given the platforms user friendliness and vast Twitter audience.
Twitter is a fantastic medium especially for beginners and for veteran content marketers who have the campaign to run under intense time pressure. The compact nature of tweets – allowing only 280 characters (and for a long time just 140!) means quick and direct audience growth can be chased without the need to develop a whole big complex campaign. Adding an image to your tweet is a fantastic way to turbocharge your engagement.
The Stats Story
What these stats detail is really fascinating, and actionable. The power of words will always be important. The ongoing popularity of radio, music, and podcasts guarantees anyone could prove the popularity of audio. When it comes to video it impacts in such a huge and direct way, that it is really hard to replicate in any other medium.
The video is impactful, impressive – and when done right – the most engaging form of media around. The best way to leave a lasting impression on your viewership. A video is hard work, there’s no doubt about it, especially if you seek to create really unique and compelling content.
But via video is also immensely rewarding. The more it is used in the creative process, the more seamless and efficient you shall become in the process, from the first idea to first upload.
Incorporate it into your marketing strategy for the rest of 2018, and you’ll reap the rewards now and into the future.