A recent Getty Images survey of 1,500 marketers from 21 countries, including Brazil, Australia, France, Germany, Italy, Japan, Spain, Singapore, the United Kingdom and the United States, showed optimism about the impact of audiovisual content on marketing campaigns for this year, despite the challenges it faces. International Economy. The study, which was conducted between November and December 2022, revealed that 71% of respondents expect an increase in the content creation budget in the coming quarters, which highlights the importance of content in consumer interaction.
A complementary VisualGPS survey by Getty Images analyzed consumer sentiment and found that 65% of them prefer consuming branded content in video format on social media. There are notable differences in consumer sentiment across industries such as medicine, healthcare, technology, and tourism, where they are most receptive to user-generated video content. On the other hand, in the financial and automotive sectors, consumers tend to be more involved in videos produced by companies and consistent with the messages presented on the brand’s website.
The survey also revealed that 52% of marketers invest more in video content in general. While static images are important (86% of respondents indicated a need for them), video (88%) was identified as the most valuable form of social media advertising due to its ability to convey complex information, create a sense of urgency and connect different audiences.
The study highlighted the preference of global consumers for explicit promotional images with an emphasis on product details, within authentic and relevant contexts. Video production has attracted increasing interest in both products and brands. In addition, video content focusing on the transactional aspect of a product or service was more efficient in the financial, technology, and consumer goods sectors, while presentation of attitudes and emotional responses performed better in medicine, health, tourism, and automobiles.
Gene Fuca, chief marketing officer at Getty Images, highlighted the growing importance of video production to marketers and content strategies, with a focus on social media and consumer preference for authentic video. He said that because consumers demand dynamic and engaging content, marketers must harness the power of video in their campaigns to effectively reach and engage audiences consuming a variety of formats and channels.
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