The world has embraced content marketing, with 93% of B2B marketers using content marketing

(Source: iab).

Content is evolving and visual content has become an integral part of content marketing campaigns. In fact, 55 percent of content creators plan to prioritise creating visual content (Source: Content Marketing Institute). While written content will always power search, visual content allows audiences to learn more about your brand. It attracts and engages audiences and helps to build brand awareness and reputation.


(Source: 34 percent of marketers selected visual assets as their most important content, behind blogging [45 percent] and before videos [19 percent]. Social Media Examiner)


Here are some interesting facts and stats that prove the power of visual content is growing.

The brain loves visuals.

Images enhance our emotions and graphics engage our imagination. Because of the way our brains work visual content is easier and faster for the human brain to process. Content with relevant images gets 94 percent more views than content without relevant images (Source: Kissmetrics). Researchers found that coloured visuals increase people’s willingness to read a piece of content by a whopping 80 percent (Source: xerox). Visuals improve memory retention; BrainRules found that when you hear a piece of information, three days later you’ll remember 10 percent of it. Add a picture and you’ll then remember 65 percent of it.

(Source: Phil Buckley)

It’s a social world

Visuals have proved themselves to be highly effective on social networks. Research by Buffer found that tweets with photos earned 150 percent more retweets and 18 percent more clicks. eMarketer reported that Facebook posts from brands that included images earned 87 percent of all engagements. The popularity of social networks for companies is on the rise with Facebook boasting over 40 million active small business pages and 91 percent of retail brands use two or more social media channels.

(Source: According to Ethos3, social media users are 40 percent more likely to share visual content than other types of content.)


Video has had a massive impact on marketing campaigns. It’s predicted that by 2017, online video will make up nearly 70 percent of consumer Internet traffic (Source: Cisco Whitepaper). Currently, 73 percent of B2B marketers use video in their content marketing (Source: The kapost blog). Video drives sales; consumers are 64 percent more likely to buy a product after watching a video about it.

Infographics remain a popular medium

Although no longer unique, infographics remain an important part of content marketing strategies. Marketers who use infographics grow in traffic an average of 12 percent more than those that don’t (Source: unbounce). They’re fun, easily digested, engaging, and easily shared. 60 percent of marketers predict the use of infographics will increase in 2016 compared to 2015 (Source: HubSpot).

Due to the internet being saturated in infographics, quality over quantity is the way to succeed in creating a successful infographic.

 (Source: Business 2 CommunityHigh quality infographics are read 30x more than text articles.)

Other types of visual content:

  • Image quotes – funny or serious, motivational or practical.
  • Photos – images are used to convey a feeling or mood without using any text.
  • Photo and video memes – they send a simple and powerful message and have grown into a powerful marketing tool.
  • Cartoons and comics – a great way to explain abstract or complex ideas or products.
  • Data visualisations – charts, diagrams and graphs – effective at making complex statistical data digestible and easy to understand.
  • Presentations – compelling presentations posted on SlideShare will extend the reach of a brand to new channels.

A daily dose

The number of visual assets published on the internet each day is immense. Social media is awash with images. There are over 80 million photos  uploaded each day to Instagram and Snapchat users watch 6 billion videos every day. We are soaking it all up, with 55 percent of us watch online videos every day (Source: HubSpot). According to eMarketer, 60 percent of marketers create at least one piece of content each day.

Quality of Content

Producing quality visual content is vital in maximising engagement and enforcing your brand’s message. 70 percent of B2B marketers are currently working on creating more engaging and higher quality content (Source: Content Marketing Institute). While 78 percent of CMOs think custom content is the future of marketing.

It looks like visual content will also remain a top priority for marketers in the foreseeable future. 73 percent of content creators plan to prioritize creating more engaging content in 2016, and 55 percent plan to prioritize creating visual content (Source: HubSpot).

 Are you creating stunning visuals as part of your marketing campaign? Get in touch to find out more about visuals for marketing.


Infographic: The Power of Visual Content