Getty Images study points to optimism for spending on video content
Getty Images announced the results of the new VisualGPS survey, which analyzes the opinions and actions of 1,500 marketers in 21 countries, including Brazil, Australia, France, Germany, Italy, Japan, Spain, Singapore, the United Kingdom and the United States. United.
The study showed that industry professionals remain optimistic about the impact of visual content on their marketing campaigns this year, regardless of the challenges posed by the current macroeconomy. The survey found that 71% of respondents anticipate an increase in their content creation budget in the coming quarters. These data suggest that despite efforts to become more cost-conscious and efficient in other areas of the business, professionals recognize the critical role that content plays in increasing each consumer’s engagement.
Video also emerged as the fastest growing category. VisualGPS data show that 52% of marketers are investing more in video content in general, although still photographs are important (86% of professionals indicate a need for them), video (88%) was revealed as the most popular format. Valuable for social media ads given its ability to convey complex information, create a sense of immediacy and connect diverse audiences.
A companion survey analyzing consumer sentiment, conducted by VisualGPS by Getty Images, revealed that 65% of people are in favor of consuming branded content in video format on social media, representing a significant source of advice and information, while driving brand exposure, especially among younger consumers.
There are also significant differences in consumer sentiment across industries. In the medical, healthcare, technology and tourism segments, consumers are more receptive to user-generated video content, showing everyday interactions that people can relate to, while in the finance and automotive sectors, users engage with videos produced by companies. companies, aligned with the messages presented on the brand’s own website.
“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 Getty Images Chief Marketing Officer Gene Foca. demand more and more dynamic and engaging content, marketers must harness the power of video in their marketing campaigns to effectively move audiences and increase brand exposure. Video is a very compelling format for telling visual stories that resonate with viewers and ultimately drive sales,” he adds.
(Image credits: Joey Huang/Unsplash)
