From Storytelling to Sales: New Study Shows Why Video is the Ultimate Tool for Marketers in 2023
11 May 2023 - 3:47AM
Getty Images (NYSE: GETY), a preeminent global visual content
creator and marketplace, today announced the results of its new
VisualGPS research, which sheds light on the opinions and actions
of 1,500 marketing professionals in 21 countries across the world,
including Australia, Brazil, France, Germany, Italy, Japan, Spain,
Singapore, the UK, and the US.
The study has revealed that marketers remain optimistic about
the impact of visual content on their marketing campaigns in 2023
despite the challenges posed by current macroeconomic events. The
study, which focused on marketers’ expected use of content and
overall impact of broader business spending trends, found that 71%
of respondents anticipate budget increases in content spending in
the upcoming quarters. This data suggests that, despite efforts to
be more cost-conscious and efficient in other areas of business,
marketers recognize the critical role that content plays in driving
growth and customer engagement.
Focused content spendingIncreased content spend
can be linked to specific business areas, with digital marketing
and social media driving content needs across industries. Video has
also emerged as the top growth category. Data found that 52% of
marketers are investing more in video content overall, and while
still photos are deemed important (86% of marketers indicating a
need for them), video (88%) was found to be the most valuable
format for social media advertisements thanks to its ability to
convey complex information, create a sense of immediacy, and
connect with diverse audiences.
The power of video with global consumersA
complementing consumer survey fielded by Getty Images’ VisualGPS
tracking consumer sentiment found that 65% of people globally are
in favor of consuming brand content in video form on social media,
representing a significant source of advice and information while
boosting brand exposure, especially among younger shoppers. There
were also notable differences in sentiment by sector. In the
Medical, Health, Tech, and Travel sectors, consumers are most
receptive to user-generated aesthetics for video content, showing
everyday interactions that people can resonate with, while in the
Finance and Automotive industries consumers were best engaged
through company-produced video content in line with messaging
featured on brand websites.
Differentiating approach by industryWhat was
emphasized in the research was the global consumer’s desire for
candid promotional imagery with an emphasis on product details.
Authentic, real-life settings were preferred, and video formatting
was found to generate more interest in both products and brands.
Furthermore, video content focusing on the transactional aspect of
a product/service was most effective for the Finance, Technology,
and CPG industries, while showcasing emotional situations and
responses worked well within the Medical, Health, Travel, and
Automotive realms.
"The ubiquity of social media as a communication vehicle across
all business segments has accelerated the use of video content to
capture consumers’ attention and drive business results," said
Gene Foca, Chief Marketing & Revenue Officer at Getty
Images. “As consumers increasingly demand dynamic and
engaging content, marketers should actively leverage the power of
video in their marketing programs to effectively move audiences and
build brand exposure. Video is a very compelling format for telling
visually compelling stories that resonate with viewers and
ultimately drive sales."
Getty Images content experts emphasize the growing importance of
video for marketers in their content strategies, with an increasing
focus on social media and consumer preferences for authentic video
content. As consumer engagement continues to shift, marketers have
an opportunity to incorporate new video approaches and formats in
their campaigns to effectively reach and engage with target
audiences that are consuming content across formats and
channels.
Media Contact:Ilse
Noguezlse.noguez@gettyimages.com
Getty Images (NYSE:GETY)
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