Survey Bears Out Growing Use of Visual Content

Visual content – photographs, video, charts, illustrations and graphics – are proven ways to get eyeballs on your message, and the use of visual content to support messaging is growing.

Visual content – photographs, video, charts, illustrations and graphics – are proven ways to get eyeballs on your message, and the use of visual content to support messaging is growing.

For anyone paying attention, the use of visual content in strategic communications and marketing has sharply increased. A survey conducted by Venngage of 300 online marketers provides statistical proof.

More than 50 percent of marketers said that nearly all of their articles and posts in 2016 included visual content. More than 80 percent indicated that the vast majority of their work included visuals.

The most prevalent visual content was stock photography and original graphics, such as infographic or illustrations. Video and presentations rendered in SlideShare also were common.

Marketers in the survey said original graphics packed the most punch, Charts, videos and presentations were the next most effective content. Stock photography, GIFs and memes performed least well.

One of the biggest complaints about using visual content is how much time it takes to create. According to the Venngage survey, more than 70 percent of marketers say they spend less than five hours a week on designing visual content. Eleven percent said they spend 15 hours or more per week.

Regardless of time, marketers said one of the biggest challenges is coming up with a consistent flow of visual content. Marketers also said they struggled to make well-designed visuals and finding ways to reach a wider audience for their visual content. Only 10 percent said it was hard to find sources of reliable and interesting data to convert into a visual format.

Looking forward, nearly 61 percent of marketers believe visual content is an absolutely essential element in their marketing strategies. Another 31 percent called visual content very important. Less than 2 percent dismissed visual content as unimportant.

Venngage helps clients “tell your stories and present your data with infographics."