Research found that 52% of people expressed anxiety about the future
iStock presented its insights forecasts to guide and inform companies on the topics their clients should address in 2024.
The survey, based on data from VisualGPS, found that 52% of people expressed anxiety about the future, with 47% of them saying they were nervous about the growing global dependence on technology.
Additionally, 40% said they feel overwhelmed by the abundance of available technologies. However, amid the concerns, 75% of people are excited about the potential of artificial intelligence (AI).
Authentic visual storytelling is a crucial path to establishing trust between businesses and their consumers in 2024. Our VisualGPS research indicates that 98% of consumers agree that ‘authentic’ images and videos are key to establishing trust. This year, companies should focus on telling visual stories that emphasize relatability with visual narratives that feel real and true, said Dr. Rebecca Swift, senior vice president of creative at iStock.
See iStock insights:
Build brand trust through authenticity
To create a real connection between your company and your customers, use images and scenes that feel genuine. Infuse your images with a touch of humor, show a wider range of facial expressions that may not be posed or pretty in themselves, but capture a spontaneous moment of irreverence. You can always leverage aesthetics that look amateurish or resemble user-generated content (UGC). Avoid visualizing luxury and glamor and instead focus on something affordable that inspires empathy. This is especially important for the tourism and hospitality sectors.
Bring humanization to your visual storytelling
VisualGPS indicates that 1 in 3 people prefer human interaction to technology, showing that amid the AI hype, people not only want, but prefer, interaction with people. In 2024, as technology continues to evolve, communicate the idea that technology, especially AI tools, are ultimately in our hands. Do this by portraying human presence and control over technology and AI tools in your marketing. It is interesting to note that nostalgia for the initial aesthetic of Web 1.0 will continue to be on the rise and is a great way to convey control and familiarity in the face of the unknown. Remember to use bright tertiary colors such as magenta, teal, lime, violet, and orange-yellow to accentuate the forward-looking visual appeal.
The evolution of search and social commerce
The #TikTokMadeMeBuyIt trend, UGC tutorials, and influencer reviews have propelled platforms like Instagram Shop and TikTok Shop into the spotlight. However, 60% of people expressed distrust in online stores on social media platforms, recognizing the importance of building trust online.
Due to their immersive capabilities, video formats emerge as a fundamental tool for addressing consumer concerns and showing what your company can do for customers. VisualGPS data indicates that 62% of people use social networks to learn or self-educate. Harness the power of video to create tutorials that captivate and engage viewers. Additionally, while explainer videos can be user-generated, the ideas and feelings surrounding your video can be conveyed through B-Roll clips or background video.
Despite the immense potential of video content, only 11% of small and medium-sized businesses are currently using it. On the other hand, a whopping 82% are finding inspiration in videos on platforms like YouTube, TikTok, and Instagram. The message is clear and strong: embrace the video revolution!
The rise of TikTok videos has also affected the search behavior of consumers, who use this and other video platforms to find services or products, making video SEO a priority for businesses. Addressing a common SEO myth, iStock experts emphasize that high-quality images and videos, including commercial photography, can significantly contribute to the growth of your online content, particularly on platforms like TikTok, Pinterest, and Alphabet. To optimize SEO for videos, it’s important to use keywords in video and image titles, descriptions, and social media posts.
The rise of text-to-image AI
Incorporating technology into the creative process is another avenue for small and medium-sized businesses to explore in 2024. VisualGPS highlights that 42% of companies are already leveraging AI-generated content. By utilizing commercially safe AI tools and capabilities, companies can produce innovative and unique visuals, ensuring out-of-the-box creative content.
