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Marketers Rely on Visual Content for Social Platforms

Compelling images and video help drive higher engagement

June 15, 2016 | Advertising & Marketing

The growing success of visually oriented social media platforms like Snapchat and Instagram is encouraging more interest in producing visual content among advertisers.

Reasons that Marketing Decision-Makers Worldwide Produce Visual Content, March 2016 (% of respondents)

March 2016 research by communications firm Lewis, which examined the use of visual content (which refers to both images and video) among marketing decision-makers, found the demands of social media and the format’s high engagement rates are key reasons for its use. According to Lewis’ study, 94% of marketing decision-makers already produced visual content. When asked about the reasons for producing such image-focused media, 67% said it was “more engaging,” while another 50% said “social media requires” its creation.

These findings match up with those from an earlier Q2 2015 visual content study conducted by the CMO Council, which found that two-thirds of senior marketers in North America believed that visual assets were core to communicating their brand story.

Important Factors that Make Visual Content Successful According to Marketing Decision-Makers Worldwide, March 2016 (% of respondents)

Although the vast majority of marketers are now producing visual content, creating a successful image or video isn’t always a simple task. Factors like image quality, eye-catching photos and timing all impact success. Two thirds (66%) of marketing decision-makers in Lewis’ report said “great production quality” was a key factor in their visual content success, as was having a “compelling image,” mentioned by another 42% of respondents.

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