With visual content at the center of storytelling, new research from digital asset management platform Libris, in partnership with content marketing platform Contently, opens communicators’ eyes to the fact that the production, organization, and sharing of visual assets is more central to their job than they realize.
The firms have jointly released their 2018 report, Engaging Your Audience with Visual Content, which content creators should use to check in on the state of visual content today and see how they stack up in comparison.
The report, based on a March 2018 online survey to marketing and creative professionals, uncovers the latest trends in creating, organizing, and sharing visual content today.
What is your organization’s method for sourcing photography or videography (check all that apply)?
The research, which provides key learnings on the state of visual storytelling, reveals that 75 percent of respondents say they always use a visual when posting to the digital marketing channel that engages their audience best.
Compared to previous years, is the ability to locate and share visual assets quickly more or less important to your job?
Compared to last year, 69 percent say their need for video is increasing and 63 percent say their need for photography is increasing. While the need for video is growing, 81 percent say video is still the hardest type of content to produce.
What type of visual content is hardest to produce?
Organizations are sharing large amounts of visual content. In fact, 65 percent are sharing visual content to engage their audiences at least once a day.
How often does your organization use visual content to engage with your audience online (whether through social media, email, blog posts, etc)?
Speed is a critical factor when publishing visual content, and 63 percent believe the ability to locate and share visual assets quickly is more important than ever before.
How important is speed when you’re looking for a visual asset to use for marketing purposes?
Measurement remains a challenge for 21 percent, who said they don’t know which type of visual content drives the most engagement for their company.
What’s your team’s biggest obstacle in quickly sharing visual content with your audience online?
Survey participants came from a variety of industries including media, travel, finance, technology, sports, education, retail, non-profit, healthcare, and more.