• by Ray Schultz , Columnist, April 8, 2024

Marketers who succeed in engaging customers in email and other channels overwhelmingly favor of one tool: Video, according to Most Disruptive Changes To Creative Assets In Strategy, a study by Ignite Visibility. 

Of the 206 U.S. marketing experts polled, 66.5% said videos are be their most valuable form of creative content, versus 18.4% for photos, 11.2% for infographics and 3.9% for GIFs. 

But they said it is better be brief — short-form videos produce the best ROI for 72.3%. 

Moving forward, 84% will use YouTube as part of their SEO strategy. 

In general, 92.2% of marketers utilize creative assets as part of their strategies — an increase from 74% in the previous year. And 74.3% have noticed boosts in their SERP rankings for content with creative assets. 

The study author, Ignite Visibility CEO John Lincoln, cites research showing that 69% of consumers watch videos instead of reading to learn about a new offering. 

What kinds of videos are marketers fielding? In this order, they are:

• Product or Service Demo
• Customer Testimonials
• A Day in the Life of
• Informational Strategy
• How-Tos
• Hacks
• Tour of a Space
• Pack an Order

"This research underscores the critical importance of investing in creative assets to differentiate and elevate digital digital marketing performance,” Lincoln says.