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95 Visual Content in Marketing Statistics You Must Know: 2021/2022 Market Share & Data Analysis

With so much content for everyone to see, the only way for your content to stand out is by creating extraordinary and one-of-a-kind content that others cannot easily copy or imitate. And from a business standpoint, your content should also encourage people to come back to your site again and again.

More specifically, you are competing for over 4.66 billion internet users online at the same time, 4.14 billion of whom are on social media sites. Hence, merely writing awesome content isn’t enough to catch people’s attention. To do so, you must have something that can help your cause to be heard and let your content reach its intended audience.

Such a challenge is difficult to meet, but it is something doable. A proven way to make your content stand out is by creating and optimizing the use of visual content on your website, using the top content marketing software.

Visual content such as infographics, images, and videos are visually engaging, aside from being easy to absorb and understand. So you can keep up with today’s important developments, we’ve gathered key visual content in marketing statistics that clearly show the importance of visual content in user engagement, brand relevance, and market success.

key visual content marketing statistics

1. Visual Content in Marketing General Statistics

Gone are the days when merely producing excellent textual content is enough. In this current market environment, you must be able to offer the correct combination of visual and textual elements to both attract visitors and make them stay on your site, to increase the likelihood of lead conversion into actual sales and better user experience.

  • Social media posts with photos and other images are the most widely used content to increase engagement. (Hubspot, 2020)
  • 84% of consumers agree that watching promotional videos have convinced them to purchase a product or service. (Wyzowl, 2021)
  • 70% of businesses are predicted to use visual content heavily in their marketing efforts in 2021. (Venngage, 2020)
  • Currently, 30% of marketers are making their visual content, which is good news for many businesses that are yet to take advantage of this effective marketing tool. (Venngage, 2020)
  • There was a 10.5% increase in the use of visual content among marketers between 2018 and 2019. (Venngage, 2020)
  • 25% of marketers expected to increase the marketing budget spent on visual content creation in 2020. (Elite Content Marketer, 2021)
  • 55.6% of the average daily Facebook posts are photos and 22% are video content. (Hootsuite, 2020)
  • 59% of marketers agree that Facebook is the most important social media platform (Social Media Examiner, 2020)
  • 37% of marketers agree that they would automate the visual content creation process of generating multiple design types, including infographics, if they could. (Venngage, 2020)

Source: Venngage, 2020

With these essential visual content statistics indicating the sheer importance of having sufficient visual content on websites and other online pages, it is indeed high time for marketers to revisit their visual content strategy to ensure that they can take advantage of this powerful type of marketing tool for their business. It is also helpful to follow some of the proven strategies in nurturing leads and increasing sales.

2. Visual Content in Social Media Statistics

Social media networks continue to increase their penetration of online users. With over 59% of the entire internet population being social media users, marketers must ensure that they are on top of anything social to take advantage of the high user engagement rates and the ever-growing potentials these sites offer.

  • 74% of marketers incorporate visual elements in more than 70% of their content. (Venngage, 2020)
  • Tweets with visual content like images deliver 18% more click-throughs compared to purely text-based content. (SocialPilot, 2020)
  • 94% of B2C marketers used social media content in the last 12 months. (Content Marketing Institute, 2019)
  • As of January 2021, an average of more than 4 billion snaps is created daily. (Snap Inc., 2021)
  • Pinterest records 600 million searches for visual content a month. (Pinterest Business)
  • 89% of B2B marketers distribute their content organically on social media platforms. (Content Marketing Institute, 2020)
  • 83% of B2B marketers use social media platforms as their paid content distribution channels. (Content Marketing Institute, 2020)
  • 81% of B2B marketers use social media publishing analytics as one of their top technologies to assist with content marketing. (Content Marketing Institute, 2020)
  • 49.6% of marketers in the United States use social media for marketing purposes in 2020, which is predicted to rise to 50.3% in 2021. (Statista, 2020)
  • Paid promotional or ad posts on social media increased to 83% this year from 60% during the previous year. (Content Marketing Institute, 2020)
  • Social media publishing analytics is one of the top three technologies used by B2B organizations to help them with their content marketing efforts. (Content Marketing Institute, 2020)

Facebook

The reigning king of the social media platform is also hugely popular among digital marketers.

  • Facebook records 75 million users who spend time watching videos on the platform every day. (SocialMediaToday, 2019)
  • An average of 8 billion views is spent by Facebook users every day. (SocialMediaToday, 2019)
  • 81% of businesses prefer promoting their video content through Facebook. (SocialMediaToday, 2019)
  • Facebook posts have an average engagement rate of 0.18% (Hootsuite, 2020)
  • Video posts on Facebook have an engagement rate of 0.26% on average. (Hootsuite, 2020)
  • 85% of videos on Facebook are viewed without any sound. (SocialMediaToday, 2019)

Instagram

Originally a photo-sharing platform, Instagram has become one of the driving forces behind the growth of online purchases, which is likely encouraged by the video feature that was added on the platform in 2016.

  • There are approximately 800 million active Instagram users per month. (SocialMediaToday, 2019)
  • 65% of the impressions gathered from Instagram advertisements are from videos. (SocialMediaToday, 2019)
  • 75% of Instagram users act on a video advertisement of a brand, which includes clicking to purchase a service or a product. (SocialMediaToday, 2019)
  • 72% of Instagram users make their purchases directly through video advertisements they watched. (SocialMediaToday, 2019)

Twitter

Another widely known social media platform, Twitter credits video content as a key factor behind the platform’s growth.

  • Twitter is used by 72% of video channels with 84% of them claiming that they are successful in utilizing Twitter for their video marketing campaigns. (SocialMediaToday, 2019)
  • 90% of videos on the Twitter platform are watched on mobile devices and 82% of them are watched on the Twitter app. (SocialMediaToday, 2019)

LinkedIn

LinkedIn stays true to its “all business” and professional theme when it comes to promoting content, and this is what separates LinkedIn from the others.

  • 51% of video marketers use LinkedIn and 84% of them claim that their efforts have been a success. (SocialMediaToday, 2019)
  • 80% of B2B marketers use LinkedIn for their social media marketing, making it the leading social media platform for B2B organizations. (Content Marketing Institute, 2020)
  • LinkedIn’s video content has 82% viewer rates. (SocialMediaToday, 2019)

marketers use visual content in their marketing campaigns

Social networks allow users to connect outside their physical, social, or geographic boundaries as well as provide them with a powerful means of sharing user-created visual content and features. This is among the reasons why these visual content statistics underscore the critical importance of social networks for any present-day marketer and business. To take advantage of these social networking sites, experts also suggest using efficient social media marketing platforms for boosting lead conversion.

3. Visual Content & Infographics Statistics

One of the popular ways of sharing information visually nowadays is infographics. Here are some of the latest visual content statistics on infographics use in marketing:

  • 41.5% of marketers consider infographics as the most important platform they use for doing media campaigns. (Venngage, 2020)
  • 65% of B2B marketers have been using infographics in the last 12 months. (Content Marketing Institute, 2020)
  • Infographics are shared three times more than other visual platforms on social media. (HubSpot, 2021)
  • 65% of B2B marketers in North America use infographics as part of their marketing strategy. (Content Marketing Institute, 2020)
  • People who follow instructions with illustrated content do 323% better than those who are guided by purely textual content. (Springer, 1982)
  • Eye-monitoring research indicates that online readers tend to focus more on information-carrying images like infographics, versus reading pure text. (Nielsen Norman Group, 2010)

Source: Venngage, 2020

Along with what’s hot in infographics like interactive infographics, infogifs, 3D, and other innovative designs, the serious value of this type of visual content among marketers continues to expand further. Do you know that the potentials of infographics are further unleashed when you use them with the best marketing platforms in the market today?

4. Visual Content & Video Statistics

Video is now the king of online content, as video marketing trends indicate. Businesses big and small that are already cashing in on this leading type of visual content format report significant gains using video as part of their marketing arsenal. These visual content statistics perfectly capture why video is the visual content to reckon with today and in the future:

  • 78% of people watch videos online on a weekly basis, and 55% of them watch daily. (SocialMediaToday, 2019)
  • 88% of Internet users spend more time on websites and web pages that feature video content. (SocialMediaToday, 2019)
  • The use of visual content in marketing increased by 10.5% in 2019 from the previous year. (Venngage, 2020)
  • 66% of B2C marketers used video content, including live streaming, as part of their marketing efforts. (Content Marketing Institute, 2020)
  • 72% of consumers would rather learn about a product or service they are interested in through a video. (SocialMediaToday, 2019)
  • 48% of consumers want video content to reflect the specific products and services they own or interest them. (Marketing Charts, 2019)
  • 93% of businesses gain a new customer from a promotional video they posted on social media. (SocialMediaToday, 2019)
  • Video marketers receive 66% of their qualified video leads as earnings. (SocialMediaToday, 2019)
  • 88% of video marketers are satisfied with their ROI. (SocialMediaToday, 2019)
  • 99% of marketers still and will continue to use video as a marketing tool. (SocialMediaToday, 2019)
  • 88% of businesses plan to invest more in video marketing campaigns than they had in the previous years. (SocialMediaToday, 2019)
  • 54% of consumers demand more video content. (SocialMediaToday, 2019)
  • Growing dramatically in recent years, live video streaming is now used by many businesses to ensure high user engagement. For instance, Twitch now attracts an average concurrent viewers of over 1.9 billion streaming hours every day as of December 2020. (TwitchTracker, 2021)
  • Marketers experience a 65% increase in clickthrough rates and 19% in open rates by including the word “video” in their email subject line. (Vidyard, 2021)
  • 88% of marketers have chosen Youtube as the video-sharing platform they planned to use in 2020. (Wyzowl, 2020)
  • By 2023, 2.72 billion people will be watching video content on their mobile devices. (eMarketer, 2019)
  • Every second, 1 million minutes’ worth of video content crosses the Internet. (Cisco, 2020)
  • By 2021, world internet traffic from videos will comprise 82% of all consumer internet traffic. (Cisco, 2020)
  • 29% of B2B marketers utilize live video streaming to boost their marketing campaigns. (Content Marketing Institute, 2020)

YouTube as a Marketing Platform

YouTube is undoubtedly the leading platform for online video content to the point where it has now become the second most popular search engine after Google (SocialMediaToday, 2019). With 1.5 billion users watching 1 billion hours’ worth of videos on YouTube every day (SocialMediaToday, 2019), it comes as no surprise that marketing professionals gravitate to this platform more than other video-sharing sites.

  • 87% of video marketers use YouTube as a marketing channel. (SocialMediaToday, 2019)
  • 65% of senior company executives would visit a website related to a video they have watched on YouTube. (SocialMediaToday, 2019)
  • Explainer videos are among the popular content, which explains the 70% yearly increase of “How to” searches on YouTube. (SocialMediaToday, 2019)
  • More than 50% of YouTube views are from mobile devices. (SocialMediaToday, 2019)
  • YouTube is the least preferred channel by B2B marketers for content distribution in the last 12 months. (Content Marketing Institute, 2020)

Beyond video-sharing platforms like YouTube and other social media sites, video marketing content can also be delivered through other channels.

  • 40% of video marketers also use webinar as a marketing campaign tool for their video marketing content. (SocialMediaToday, 2019)
  • 83% of video marketers who use webinar claim to be successful in doing so. (SocialMediaToday, 2019)
  • 37% of video marketers state that they plan to use webinar for their video marketing in the coming years. (SocialMediaToday, 2019)
  • Interestingly, the open rate of emails increases by 7% if the word “video” is included in the subject line. (SocialMediaToday, 2019)

marketers say pre-produced video is the most effective form of marketing platform

If online content had gained so much importance in marketing nowadays, videos are the leading reason why. Video is now the platform of choice not only for broadcast media and P2P content sharing but also for B2B and B2C marketing and communications.

5. Visual Content Marketing Challenges

Despite the significance of visual content in marketing, businesses and marketers continue to grapple with challenges such as budget constraints, formulating the best strategy, and others. In the list below, we present some of the current biggest challenges in visual content marketing according to industry professionals:

  • 43% of marketers state that their biggest challenge is consistency in producing visual content. (Venngage, 2020)
  • 63% of B2B marketers state that the lack of success in their organization’s content marketing efforts is because of the challenges faced in the content creation process. (Content Marketing Institute, 2020)
  • Only 38% of marketers are capable of consistently producing engaging visual content. (Venngage, 2020)
  • 22% of marketers agree that creating great designs and sourcing important data and statistics are the two of the biggest struggles in visual content marketing. (Venggage, 2020)

Source: Content Marketing Institute Insights for 2021

6. The Impact of the Pandemic

The business industry has been hit hard by the COVID-19 outbreak and has forced them to make drastic adjustments to their content marketing efforts in order to adapt to the sudden changes brought on by the pandemic.

  • 44% of respondents state that the impact of the pandemic on their B2B content marketing strategy is moderate at best while 25% claim that the pandemic has a major impact on their content marketing efforts. (Content Marketing Institute, 2020)
  • 5% of business organizations reported that their marketing campaigns have been extremely successful; 26% claim that they are very successful and 14% are minimally successful. (Content Marketing Institute, 2020)
  • The majority of organizations (54% of respondents) claim to have moderately successful marketing campaigns in the midst of pandemic. (Content Marketing Institute, 2020)
  • 91% of marketers believe that video content has become more significant during the pandemic. (HubSpot, 2021)
  • 66% of B2B marketers state that they made both short-term and long-term adjustments to their organization’s content marketing strategy. (Content Marketing Institute, 2020)
  • B2B marketers state that the top three areas their organizations made changes to during the pandemic are targeting and messaging strategy (70%), adjusting the editorial calendar (64%), and changing content distribution and promotion strategy (53%). (Content Marketing Institute, 2020)
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Content Marketing Changes B2B Organizations Made in Response to the Pandemic

Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Changed targeting/messaging strategy: 70

Changed targeting/messaging strategy

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Adjusted editorial calendar: 64

Adjusted editorial calendar

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Changed content distribution/promotion strategy: 53

Changed content distribution/promotion strategy

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Changed website: 40

Changed website

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Put more resources toward social media/online communities: 40

Put more resources toward social media/online communities

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Reexamined customer journey: 31

Reexamined customer journey

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Increased time spent talking with customers: 30

Increased time spent talking with customers

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Changed products/services: 26

Changed products/services

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Revisited customer/buyer personas: 25

Revisited customer/buyer personas

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Adjusted key performance indicators (KPIs): 20

Adjusted key performance indicators (KPIs)

%
Content Marketing Changes B2B Organizations Made in Response to the Pandemic
Changed content marketing metrics: 14

Changed content marketing metrics

%

Source: Content Marketing Institute Insights for 2021

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7. Emerging Visual Content Technology Statistics

Finally, it should be noted that all these visual content marketing innovations are due to the efforts exerted by their corresponding creators—the content marketing software vendors. Here are some technological developments to take note of from this year onward:

  • 85% of adult online users consume content on multiple devices simultaneously. (Think With Google, 2016)
  • When integrated with VR technology, how-to videos receive a 36% increase in recall by viewers than ordinary videos shown on YouTube. (HubSpot, 2020)
  • Compared to videos in a traditional format, 29% more viewers now prefer watching videos in 360 degrees. (Magnifyre, 2017)
  • Twitter mobile users watch 90% of all videos on the network, while the remaining 10% are viewed on desktops. (HubSpot, 2021)

adult online users consume content on multiple devices simultaneously

Media experts would agree that the message is the same as the medium. The personal and social outcomes of any medium—which, in this case, the visual content technologies—inevitably result largely from the changes made possible by these technological tools. These tools not only improve the workflow but also ensure that businesses can create highly engaging content.

Top 5 Content Marketing Software

  1. Taboola helps drive traffic to your website through content that’s appealing to your target audience.
  2. As the world’s largest content discovery platform, Outbrain can help you promote personalized visual content to your target audience.
  3. Marin provides an easy-to-use platform for managing content and online ads.
  4. With its ability to monitor billions of sources in multiple languages, Mention can help businesses identify trending content.
  5. Salesforce Social Studio streamlines your social media marketing strategy across multiple channels.

Source: Venngage, 2020

Leverage these statistics when buying visual content in marketing software

The images on a business homepage or a blog post are the simplest way that users can assess the level of content quality even before they actually read it. It’s a natural thing for people to assume a post or webpage is done without much effort if visual content is absent or lacking. And this offers businesses that much-needed—yet easy—headstart in winning customers, which entails the proper use of visual content.

Here are some key takeaways from the visual content marketing data, those that matter to your business:

  • Business websites and blogs attract more visitors when they use visual content.
  • The majority of marketers are already using various forms of visual content in their marketing strategies.
  • Many marketers consider infographics as a critical marketing medium.
  • Video, especially pre-produced and live streaming videos, are now widely used by businesses.
  • Content is now consumed using multiple devices, especially smartphones, while new forms of visual content like VR video, are becoming popular.

Visual content has truly taken the spotlight as far as digital marketing is concerned. And with all these essential statistics, the ball is now in your court on how to leverage this robust content marketing medium to your advantage. In case you want to focus more on improving your mobile presence, it is suggested that you revisit your existing strategy to ensure you’re using the top mobile marketing solution for your business.

 

References: 

  1. Agarwal, M. (2020). Twitter Stats for 2020 [Infographic]. SociaPilot
  2. Ahmad, I. (2019, October 30). Video Marketing Statistics for 2020 [Infographic]. SocialMediaToday
  3. Cisco (2020, March 9). Cisco Annual Internet Report (2018–2023) White Paper. Cisco
  4. Collins, A. (2020, January 31). The Ultimate Guide to Virtual Reality. Hubspot
  5. Content Marketing Institute (2020, September). 11TH ANNUAL B2B CONTENT MARKETING BENCHMARKS, BUDGETS, AND TRENDS. Content Marketing Institute
  6. Content Marketing Institute (2019, December). B2C CONTENT MARKETING 2020. Content Marketing Institute
  7. Gillespie, C. (2021, February 19). How Long Should Videos Be? The Ultimate Guide to Video Length. Vidyard
  8. Hayes, A. (2021, February 16). What Video Marketers Should Know in 2021, According to Wyzowl Research. Hubspot
  9. Hootsuite (2020, October). Digital 2020: October Update. Hootsuite
  10. Hubspot (2020). Not Another State of Marketing Report. Hubspot
  11. Hubspot (2021). The Ultimate List of Marketing Statistics for 2021. Hubspot
  12. Khoja, N. (2020, March 11). 14 Visual Content Marketing Statistics to Know for 2020 [Infographic]. Venngage
  13. Levie, W. & Lenntz, R. (1982, December). Effects of text illustrations: A review of research. ECTJ, 30, 195-232. https://doi.org/10.1007/BF02765184. Springer
  14. Magnifyre (2017, June 5). 360-Degree Video Case Study. Magnifyre
  15. Marketing Charts (2019, August 22). Top Online Video Qualities Aiding Consumers’ Decision-Making. Marketing Charts
  16. Mawhinney, J. (2021, February 16). 50 Visual Content Marketing Statistics You Should Know in 2021. Hubspot
  17. Nielsen, J. (2010, October 31). Photos as Web Content. Nielsen Norman Group
  18. O’Neil-Hart, C. & Blumenstein, H. (2016, September). 5 online video trends to inform your 2017 media plan. Think with Google
  19. Pinterest Business. The Point Insights for what’s next. Pinteest Business
  20. Snap Inc. (2021, February). Investor Relations. Snap Inc.
  21. Statista (2020). LinkedIn. Statista
  22. Stelzner, M. (2020, May 11). 2020 Social Media Marketing Industry Report. Social Media Examiner
  23. TwitchTracker (2021, January). TWITCH STATISTICS & CHARTS. TwitchTracker
  24. Venngage (2020). Visual Content Marketing Statistics to Know for 2020. Venngage
  25. Verna, P. (2019, October 15). APAC Dominates in Mobile Phone Video Viewership. eMarketer
  26. Wyzowl (2020). The State of Video Marketing 2020. Wyzowl
  27. Wyzowl (2021). Video Marketing Statistics 2021. Wyzowl
  28. Zalani, C. (2021, February 25). The Current State of Content Marketing: Stats 2020. Elite Content Marketer
Astrid Eira

By Astrid Eira

Astrid Eira is a resident B2B expert of FinancesOnline, focusing on the SaaS niche. She specializes in accounting and human resource management software, writing honest and straightforward reviews of some of the most popular systems around. Being a small business owner herself, Astrid uses her expertise to help educate business owners and entrepreneurs on how new technology can help them run their operations. She's an avid fan of the outdoors, where you'll find her when she's not crunching numbers or testing out new software.

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