More than a third of consumers are more likely to engage with brands if they create and publish visually appealing marketing content, according to a new study by Accenture Interactive. The company’s latest survey again highlights the ongoing shift to video across the digital landscape and the importance of high-quality visual clips and images.
Accenture Interactive asked more than 1,000 consumers about their habits, attitudes and preferences in regards to the content that they consume. It found that the oft-stated mantra “content is king” continues to ring true but that brands and marketers need to dig deeper to accurately understand why and how customers are viewing and interacting with the pieces that they publish.
Video is quickly becoming the most prominent means for marketing and communication, and that trend is set to gather pace during the next five years. Half of B2B marketers are now prioritising visual content for their campaigns, while 84 per cent of all marketing communications will be visual by 2018. Video is also set to account for 80 per cent of all web traffic by the end of the decade.
Video is the number-one content type, but what do consumers like to see in clips that they consume? The study found that 54 per cent of those surveyed are drawn to brands that use innovative strategies, while 49 per cent enjoy content with humour. The use of visually appealing content was also cited as a leading factor for video consumption.
When it comes to ads, consumers believe that choice is critical, with more than quarter claiming that they would click on an interactive ad if they had the ability to view two videos that interested them. However, many do not want to be intruded upon, and nearly half claim that the litany of online pop-up ads impacts their experience on a daily basis.
Overall, the study shows that consumers now prefer mediums that feature visual components and stimulate interaction, which bodes well for video. For those aiming to build an effective video campaign in 2017, Accenture Interactive’s Head of Global Digital Content, Donna Truths, believes that quality is the top priority. She adds: “This study proves that it all hinges on quality. That component alone will trump whether the content is branded or not.”