Extensive research conducted by 3M Corporation found that most people are capable of processing images and videos as much as 60,000 times more quickly than they can process text. This is an astonishing fact which is one of the basic reasons that the advertising world has always relied so heavily on images and videos as a means of reaching their target audiences. The fact that the human brain can interpret elements of images almost immediately, while language must be interpreted in a more sequential, more linear fashion, is what accounts for the difference in processing times for the two media.
It is also the basic reason why most people prefer to go directly to images and videos on any website, as opposed to reading the text which may be associated with the concept being described or explained. At the heart of all marketing involving images and videos, these basic facts continue to be the driving forces for the popularity of image-based advertising as opposed to text-based. Going a little deeper into the importance of video and images, it can be seen that there are other reasons as well for the startling success of visuals as opposed to written material in advertising.
If you aren’t convinced about the power of video and images yet, consider the fact that of all the photos ever taken by humans throughout history, at least 10% of that total were taken within the last 12 months. The prevalence of photos is not limited to personal preference either, because all of the fastest growing social media platforms are those which make the most extensive use of images, including Instagram, Tumblr, and Facebook. All three of these platforms have made it very easy for users to upload photos and share them. Photos are now even being put to greater use by platforms such as Pinterest, which allow you to interact with static images and even make purchases by clicking on them.
Why images are so important to marketing
Given the reasons above which describe the general significance of photos and images to people, it should be no surprise that marketing has also found images to be tremendously effective at reaching a target audience. It is known for instance, that the engagement rate on Facebook with regard to photos is .37%, compared to an engagement rate of .27% for simple text. This basic statistic holds up pretty much across all platforms, and is a clear illustration of user preference for images.
Studies conducted on the subject have found that 67% of all consumers consider the quality of a particular product image as being crucial to the selection and purchase of any given product. To extend that concept, customers have also indicated that when shopping in an online store, they believe the quality of the product’s image to be more critical to them than the text-based product information, or its description, and even more important than any reviews or ratings of the product.
Additional research has discovered that consumers are 60% more likely to contact a business when an image is provided in a local search result. Perhaps more telling than any of the above statistics is the fact that as a general rule, all Internet articles which contain images will get 94% more total views than articles which are text-based only. When you take all these factors together, it should be very clear that user preference is strongly on the side of image-based advertising and marketing.
Why video content drives marketing
It should be fairly obvious to any observant person in society that Snapchat, YouTube, and Facebook Live are just a few examples of the fact that video has become extremely important in virtually everyone’s life. That makes it the most natural thing in the world for video marketing to be used as extensively as it is, and to have the appeal that it does for most users. Research conducted by Diode Digital recently discovered that online video is 600% more likely to achieve its desired results when used in marketing than the combined results of direct mail and printed materials.
The reason for this effectiveness is that at least 75 million people in this country are known to be watching at least one online video every single day, and of that total, almost 50% are watching their videos on some kind of mobile device. Already today, Internet video traffic makes up approximately 80% of all user traffic on the Internet. Just think about that. As busy as the Internet is with all kinds of communication, both personal and commercial, more than 80% of that total traffic is comprised of video data transferring back and forth.
Just by including the word ‘video’ in an email subject line, the click-through rate is known to be escalated by 13%, which should give you some idea of the popularity of the medium. As a marketing tool, the most successful videos are those which last no more than two minutes, since even among devoted video watchers, the attention span does not continue on for very long.
You might be surprised to learn just how prevalent the usage of video is, and that in turn will give you a clue as to why video marketing is so important and so effective. It is known for instance, that YouTube is far more important to the 18 to 34 age bracket then even cable network television. Not surprisingly, more video files are uploaded in just one 30-day period currently, than all of the major television networks have created over the past 30 years in broadcasting.
With more than 500 million hours of video content being consumed on YouTube every day, it’s safe to say that video content is absolutely crucial to the lives of a great many people in this country. YouTube now has more than 1 billion users, and this figure comprises approximately 33% of all Internet users. With so many people devoting so much time to video in this country, it absolutely makes great sense to exploit video marketing to the fullest extent, because that is where the greatest attention is focused by this country’s consumers.