82% of marketers agree visual content is more attractive

Published on
by Brafton Editorial
Content marketing is no longer just about written formats - It's catching eyes with visual formats like video and infographics.

Most marketers don’t need any more proof that content creation is one of the most valuable parts of campaigns, in addition to establishing a strong strategy. Nearly three-quarters of marketers surveyed by Trapit say it’s an important part of campaigns and 58 percent report it’s essential to stay competitive within their fields. As the internet has become more saturated with brand content, companies must do more to stand out and the vast majority recognize the way to do this is to use visual elements.

Over 82 percent of respondents think brand content is more likely to be consumed if it contains imagery like photos and video. In fact, Brafton previously reported that people’s willingness to read increase 80 percent when text is paired with visual elements.

People are more likely to pay attention to content that pairs written words with eye-catching graphics and then viewers also become more glued to the screen. Engagement improves 47 percent when web content includes visuals.

51 percent of respondents anticipated using infographic marketing and 73 percent were creating video content. 

Marketers who are savvy to these trends are developing campaigns with a heavier focus on images. The Content Marketing Institute’s Trends surveys found formats like video and infographics are coming into the fold more often. When planning for 2014, 51 percent of respondents anticipated using infographic marketing and 73 percent were creating video content. This was up from 2013 plans, when 40 percent used infographics and 72 percent produced videos.

Visual content can help brands stand out in a digital marketplace that’s getting crowded with information, giving them the leading edge to generate leads and drive conversions.

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