They say that creation of visual content will remain as a top priority for marketers for the foreseeable future. But, yet that doesn’t take away from the challenges of being able to create engaging visual content marketing.
We have already covered some of the tools and strategies to help create visual content. However it is good to start with knowing the challenges that businesses and marketers face to be able to address them.
In a world where visual content marketing is required and competition for your audiences attention is tough, Digiday and Chute undertook a survey to discover the biggest challenges and opportunities that marketers face.
In this article we will look at a few significant visual content marketing statistics that you should be aware of from the report.
Visual Content Marketing Statistics on Visual Marketing Challenges and Tactics
1. How much more effective has visual content been over text content?
- 5.3% said less than 2x more effective
- 19.5% said 2x more effective
- 20.3% said 3x more effective
- 19.5% said 4x more effective
- 15% said 5x more effective
- 0.8% said 6x more effective
- 3% said 7x more effective
- 7.5% said 8x 6x more effective
- 0% said 9x 6x more effective
- 9% said 10x more effective
2. What percentage of budget will be spent on visual content marketing?
From 2014 to 2015 budgets grew 3 to 5% and is projected to increase by the same into 2016.
3. Which visual content types are used in channels?
There are no real surprises as to the types of content used in different channels.
- 60% use stock photography for paid channels
- 64% use user generated content (both images and videos) for earned channels
- 78% used original graphic designs or illustrations for owned channels.
4. Which visual content forms perform best on desktop and mobile?
- 59% say that professional photography is a visual asset that performs best on desktops while 55% say it performs well on mobile
- 48.3% say orginal graphics designs do well on desktops and 49.2% say it does well on mobile
- 38.3% say user generated content consisting of images and video do well on desktop and 42.5% say it does well on mobile
- 30.8% say other videos do well on desktop and mobile
- Only 23.3% say stock photography does well on desktop and 22.5% say it does well on mobile.
5. Which forms of visual content are easiest to create and incorporate into marketing?
Stock photography is considered the easiest to create and use while original graphics and video are the hardest to create.
6. What are the biggest challenges in creating effective visual marketing?
- 65.4% says that a lack of time or staff resources are the biggest challenge to creating effective visual marketing
- 35.5% say that maintaining timeliness and relevance is their biggest challenge
- 32.7% say that difficult approvals and governance processes are their biggest challenge
- 25.2% poor measurement or attribution is their biggest challenge
- 24.3% say a lack of creative ideas or inspiration is their biggest challenge
- 21.5% say a limited scale of production is their biggest challenge
- 20.6% say a lack of original content to work from is their biggest challenge
- 18.7% say that their visual content is perceived as inauthentic to their audience.
7. How much time is spent on creating visual marketing content?
49% says they spend over a quarter of a day on their visual assets not so much on the creative aspects but the management, distribution and reporting components.
8. What automation would save team the most time?
- 57.9% say that automating mining consumer insights or collecting data on content viewers would save their team the most time
- 48.6% says automating content creation would save time their team the most time
- 44.9% say automating the collecting and management of visual media would save their team the most time
- 44.9% also say that automating performance management would save their team the most time
- 33.6% say automating approvals and governance (i.e managing stakeholder sign-offs) would save their team the most time
- 30.8% say automating the discovery of influencers would save their team the most time
- 27.1% say automating the process of obtaining permission to use content from users and licensers would save their team the most time
- 12.1% say automating the process of scheduling of social posts would save their team the most time.
9. What type of consumer or market data is used to inform your visual marketing initiatives?
- 77.1% use demographics to inform their visual marketing initiatives
- 55.6% use audience segmentation schemes developed from previous research initiatives to inform their visual marketing objectives
- 54.2% use psychographics (ie; personality, potential earnings etc) to inform their visual marketing objectives
- 46.4% use social media profile data to inform their visual marketing objectives
- 45.1% use geography to inform their visual marketing objectives
- 41.8% use web browsing data (ie browser cookie) to inform their visual marketing objectives
- 38.6% use purchase data (ie; purchase history or intent to purchase) to inform their visual marketing objectives
10. What types of consumer or market data is essential to creating effective visual marketing?
- 69.2% say that demographics (ie; age, gender, socio-economic status) is most essential to creating effective visual marketing
- 54.5% say psychographics (ie; personality, political leanings etc) is most essential to creating effective visual marketing
- 46.8% audience segmentation schemes developed from previous research initiatives is most essential to creating effective visual marketing
- 37.2% purchase data (ie; purchase history or intent to purchase) is most essential to creating effective visual marketing
- 33.3% web browsing data (ie; browser cookie) is most essential to creating effective visual marketing
- 32.7% social media profile data is most essential to creating effective visual marketing
- 23.1% geography is most essential to creating effective visual marketing
- 3.2% say that other factors are most essential to creating effective visual marketing
11. What prevents you using user generated visual content to uncover consumer and market data?
Respondents said that they didn’t use user-generated images and videos shared on social media to uncover consumer or market data for the following reasons:
- 31.7% said the process is manual and labor intensive
- 26.8% said they lacked software or technology
- 24.4% said that there was too much noise on social media to uncover valuable insights
- 6.1% said social isn’t a good indicator of consumer insights and market data.
12. How big a priority is streamlining abilities and processes to consistently create effective visual content marketing?
About 58% say they are looking to consolidate platforms and processes to increase visual marketing output and effectiveness.
Do you identify with some of these visual content marketing statistics? What are your biggest challenges in creating visual media assets that engage your audience?