Cloudinary Identifies Opportunities to Raise Visual Storytelling Impact in its Inaugural State of Visual Media Report

Company Analyzes Billions of Media Asset Interactions Across More Than 700 Cloudinary Customers to Reveal Key Trends Redefining the Visual Web

Key findings:

  • New file formats like HEIF are 30-40% smaller than traditional JPEG, with more visual impact and more colors, but remain underutilized beyond e-commerce.
  • Group-chat apps like Slack, WeChat and WhatsApp provide new opportunities for visual engagement. These word-of-mouth visual referrals offer strong engagement opportunities and are potentially more valuable than traditional platforms like Instagram and Twitter.
  • As global web traffic is increasingly mobile -- 65% compared to 35% for desktop -- laptops and other hardware are increasingly used like mobile devices. Brands should understand and take advantage of the longtail opportunities in regional and usage patterns.

Cloudinary's 2019 State of Visual Media Report (Graphic: Business Wire)

SANTA CLARA, Calif.--()--Cloudinary, the end-to-end media management platform for the world’s top brands, today launched its inaugural State of Visual Media report, revealing the ways in which fully optimized rich media are vital to successful visual storytelling. Developed to help companies better understand how visual content is being viewed and consumed, the report’s visual media insights and trends are based on Cloudinary data that comprised billions of media transactions across a sampling of more than 700 Cloudinary customers representing 14 vertical industries including e-commerce/retail, media, travel and entertainment. View the interactive report at: https://cloudinary.com/state-of-visual-media-report/.

In today’s highly-visual world, companies understand the critical role images and videos play in communicating brand values, selling products and connecting with consumers. Yet too often these business critical media assets aren’t optimized to their full potential. Slow-to-load or mis-cropped images can be directly tied to lost opportunities, while beautiful, engaging media can be attributed to upticks in social shares and improved bottom lines. With more choice, more channels and dwindling attention spans, it takes more understanding than ever to attract and engage today’s digital-savvy consumer.

Further key insights from the report include:

  • New image formats deliver major business benefits. Newer formats like High Efficiency Image File Format (HEIF), which enables richer and more vibrant colors at much smaller file sizes compared to JPEG, is a no-brainer when it comes to elevating visual stories and selling products. The data revealed that e-commerce companies are taking advantage of the format in big numbers compared to other industries, accounting for more than 98% of represented HEIF traffic.
  • Apps like Slack and WhatsApp hold hidden word-of-mouth opportunities. We know that customized visual hooks drive more social sharing, but apps for work and home aren’t as divided as brands might expect. Understanding social engagement and word-of-mouth sharing beyond more traditional platforms like Facebook, Instagram and Twitter to include apps like Slack, WeChat, WhatsApp and iMessage will be increasingly important.
  • True global engagement means thinking beyond Chrome and other popular browsers. While it’s tempting to default to the most popular formats, browsers and devices, global brands that overlook the growing long tail are missing opportunities to engage with millions of users. For example, Nokia Symbian smartphones are still popular in India, and Nintendo DS devices share more than 15,000 images per day.

“Brands understand that strong visual experiences engage users, create loyalty and drive revenue,” said Colin Bendell, Senior Director of Strategy and Analytics, Cloudinary. “Where companies continue to struggle is in delivering visual experiences quickly and consistently across all channels, locations, devices -- and at scale. Our goal with the first annual State of Visual Media report is to share what we’re seeing across our massive data set in hopes that others can learn from what our customers are doing -- and not yet doing -- to improve processes, tell better visual stories and convert engagement to long-term loyalty.”

To learn more about Cloudinary’s award-winning media management solutions and to view the interactive report, please visit: https://cloudinary.com/state-of-visual-media-report/.

About Cloudinary

Cloudinary provides a cloud-based media full-stack platform for the world’s top brands. With offices in the US, UK and Israel, Cloudinary has quickly become the de facto solution for developers and marketers to manage images, videos and other rich media assets and deliver an optimal end user experience. Cloudinary has more than 5,000 customers worldwide, including AMC, Bleacher Report, Conde Nast, DoorDash, Fairfax Media, Forbes, Gizmodo, GrubHub, Hinge, Indiegogo, Lululemon Athletica, Outbrain, StubHub, Under Armour and Whole Foods Market. For more information, visit www.cloudinary.com.

Contacts

Juli Greenwood
Director, Corporate Communications
Cloudinary
617-515-8412
juli@cloudinary.com

Contacts

Juli Greenwood
Director, Corporate Communications
Cloudinary
617-515-8412
juli@cloudinary.com