2017 might become the ‘Year of Movement’; quite literally, if you consider the latest marketing trends. Written content is no longer enough to make a mark. Consumers seem to respond a lot more enthusiastically when information is presented with visual content.
Facebook posts with images see 2.3X more engagement than those without images. Videos are swiftly becoming the most popular form of communication. Using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%. A survey by Animoto showed that 4 times as many consumers would prefer to watch a video about a product than to read about it. Businesses have already hopped on board the visual marketing bandwagon, with more than 60% marketers and small business owners planning to increase investment in video marketing in 2017.
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Considering all these statistics, we are certain you are convinced that visual communication is an effective marketing tactic. It is important to understand how consumers interact with visual content, what induces a positive influence, and what sort of approach may come across as invasive. Accenture Interactive conducted a survey wherein more than 1000 consumers were asked about their preferences, habits, and reactions to content.
Here are the key observations and conclusions of the survey presenting consumer preference in 2017.
Demand for Interactive Content
According to the survey, consumers prefer mediums that stimulate human interaction and provide visual components. While television, preferred by 57%, is still the primary source of news and current events, digital media is swiftly catching up. Social media platforms like Facebook and Twitter are convenient sources of information since smartphones have become a pocket-essential. In fact, Facebook users watch 8 billion videos per day! Print media, on the other hand, is losing preference (and relevance) in the digital age. Consumers rarely choose newspapers as their routine source of news.
Substance in Content
Donna Tuths, Head of Global Digital Content at Accenture Interactive, said, “This study proves that it all hinges on quality”. While assessing the definition of quality is complex, the study does show exactly what consumers are drawn towards. Topping the list are new brands that use innovative technology and strategies.
- 51% said they are drawn to brands that support a cause they believe in.
- 49% chose to engage with brands that exhibit humour.
- 38% said that visually appealing marketing content grabbed their attention.
Connecting Content to Consumers
We, as a generation, seem to be hungry for stimulating content. Thought-provoking content pulls customers closer to brands. While 67% people said they primarily choose videos for entertainment, 54% said they view videos to learn how to use products. A very interesting point brought forth by more than half of the survey candidates was that the value of content isn’t lost to consumers even when sponsored by a brand. This is a key observation that business owners ought to remember. The study also suggests that 35% consumers were likely to register with a brand and share their basic personal information if what they receive in return is free, compelling material.
The Video Shift
Business 101 dictates that it is crucial for marketers to keep up with times and trends. Video is rapidly becoming the most prominent and effective way for businesses to communicate information with employees and customers.
- 84% of all marketing communication is predicted to be visual by the year 2018.
- 50% of B2B marketers are prioritizing visual marketing this year.
- 62% of B2B marketers rated videos as an effective content marketing tactic in 2016.
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Virtual Reality – More than Entertainment
What started off as interesting elements in futuristic sci-fi movies is solid reality today. VR is an excting new development in the visual production field. While most consumers are exposed to the concept of virtual reality as entertainment, there are several other applications pertinent to the world around us. Business owners would be happy to hear that 36% of consumers said they see virtual reality as an aid to education, for instance, virtual classrooms. 31% are likely to use the technology for travel. 16% found it to be a potential benefit for virtual training programs and prodcut testing.
Studies like the ones presented here are helping businesses shape smart video marketing strategies for the year to come. Are you on board yet?