March 2016 research by communications firm Lewis, which examined the use of visual content (which refers to both images and video) among marketing decision-makers, found the demands of social media and the format’s high engagement rates are key reasons for its use.
Although the vast majority of marketers are now producing visual content, creating a successful image or video isn’t always a simple task. Factors like image quality, eye-catching photos and timing all impact success. Two thirds (66%) of marketing decision-makers in Lewis’ report said “great production quality” was a key factor in their visual content success, as was having a “compelling image,” mentioned by another 42% of respondents. Read the rest at eMarketer.