Not only are more marketers integrating creative assets such as images and videos into their content in 2024 — 92.2% in all, compared to last year’s 74% — but more (66.5%) believe video to be the most valuable creative asset (compared to last year’s 43%).
These findings, from marketing agency Ignite Visibility, speak to the company’s larger conclusion that while Google may say creative assets aren’t a factor in SEO ranking, they can contribute as “it all comes down to user engagement.”
“Optimizing your images and videos and using a variety of other creative assets in your blog posts, web pages, and other platforms will improve the user experience and encourage more people to stay on your pages for longer periods,” writes Ignite Visibility’s John Lincoln. “The results: Users spend more time on your page, which is indeed a ranking factor.”
Ignite Visibility’s survey found that almost three-quarters (74.3%) of marketers saw a SERP-ranking boost with content that featured creative assets, in addition to other benefits such as increased engagement, improved brand recognition, enhanced communication, and improved overall user experience. 72.3% found that short-form videos got the best ROI for online ad campaigns.
“According to Influencer Marketing Hub, people watch 30% of all short-form videos 81% of the way through, and they’re far more likely to go viral,” Lincoln writes. “Another benefit of short-form video is the ability to more easily repurpose it. Publish a short informative video on YouTube, then post it on your Instagram Reels or TikTok feeds for maximum exposure.”
(Source: Ignite Visibility)
In its analysis, Ignite Visibility said there are a number of reasons why video is so valuable, from efficiently being able to convey a message and keeping an audience engaged to the always-important ability to repurpose video on other platforms and in other campaigns.
“People today prefer to consume information from videos over text,” Lincoln writes. “Specifically, 69% of people watch videos instead of reading to learn about a new offering.”
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