Visual content continues to be one of the most engaging and powerful tools a brand can utilize in their marketing stack. Across all platforms, including Facebook, Instagram, YouTube, and Twitter, visual content is arguably the most important asset to a brand’s image and business. Tweets with images receive 150% more retweets that tweets without images. Facebook posts with images see more than double the engagement than posts without. YouTube reaches more 18+-year-olds during prime-time viewing hours than any cable TV network. See a trend?

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In fact, if 2017 was the year of  the blogger and micro-blogger, 2018 was arguably the year of visual images. In a HubSpot analysis, 32% of marketers named visual images as the most important form of content for their businesses, with blogging falling into second place at 27%.  If you spent all year perfecting your brand’s website and blog, this year use visuals to improve your existing digital assets and optimize your written content.

Using images in your blog posts every 75-100 words is optimal; a sweeping analysis of over 1 million articles by BuzzSumo proved that these articles received double the social media shares compared to articles with less images.

It’s no secret that using more images in your blog posts can deliver a big spike in traffic and shares. But, nobody has ever quite understood just quite how many images you needed to get those benefits.

As it turns out, it doesn’t matter how many images you use. You just have to find the sweet spot between words typed, and images used.

Let me explain:

In a study of over one million articles, BuzzSumo looked at how many blog posts with images were shared. Then they looked at how many images, per how many words, got the best results.

What they found was articles with an image once every 75-100 words got double the amount of shares of articles with fewer images, and a minimum of 30 more shares than articles with more.

From Andrianes Pinantoan for BuzzSumo
Photo by Tracy Le Blanc on

Knowing these statistics, it is likely that we will see a continued emphasis on the importance of curated, compelling, and authentic visual asset portfolios for brands looking to drive their marketing efforts forward. This year, expect to see this emphasis on visuals expand to video, AR, and VR, with leading-edge companies integrating robust technological capabilities to create more engaging content. Live video also continues to trend, with Facebook Live leading the pack to push popularity and engagement with this type of media. Live videos continue to generate more engagement than traditional Facebook video posts, with Telescope reporting that Live videos on Facebook have an engagement rate of 4.3% compared to 2.2% for non-live videos.

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Even if your marketing team is less optimized than, say, Google or Apple’s, you can still easily tap into this breakout trend. YouTube is the king of disseminating video content, is easy to navigate and optimize, and everyone uses it already! Get your brand going on YouTube by creating your channel, adding channel artwork, and sharing your YouTube channel on your existing channels, like Facebook or Twitter. Send out a newsletter or email marketing campaign informing your contacts of this new visual resource. Surpassing Facebook, YouTube globally is consumers’ leading source of video content (83%, versus 67% for Facebook). Consumers regularly turn to YouTube for how-to videos, yoga classes, and even psychotherapy. For most brands, developing consistent video content should be the highest priority this year.

Looking for some help building out your digital marketing strategy? Let’s talk.

Published by Meg Donovan

Web Design & Digital Marketing for Small Business

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