Importance of audiovisual content


How can we stand out in a sea of digital formats? The answer lies in focusing on differentiating factors that add value and knowledge.

Social networks have opened up a universe of opportunities to create and strengthen ties with different audiences; given their immediacy and dynamism, those who manage to generate content with high engagement from any platform always occupy the first places in their minds consumers.

Over the years, we have seen how these networks have evolved, becoming a fundamental tool in our daily lives, not only to communicate and inform us but also to facilitate purchasing processes in a matter of seconds and without the need to be present in person.

Hence the importance of being increasingly creative in conveying our messages. One of the formats that offer countless advantages and ensures greater efficiency in disseminating information is the audiovisual content; not in vain, all digital platforms are open to publishing videos, animations, gifs, among others, to promote more and more interaction among their users.

What is audiovisual content?

The audiovisual concept integrates the auditory and the visual to produce a new reality or language.

When we receive the audio and the image simultaneously, we create a new sensory reality that involves using different mechanisms such as complementarity, when both contribute other things; harmony, making each sound correspond to an image, and reinforcement, achieving that meanings are enhanced.

Audiovisual content is a sequence of images and audio broadcasted and transmitted. This material is seen and heard by the viewer.

Also read: Human Experience: A Trend that Redefines our Work

Looking back in history, we know that audiovisual content began to be known at the end of the 1920s when films stopped being silent. By the 1950s, audiovisual language was coined once television became a mass medium.

It is essential to point out that the audiovisual language of cinema had entertainment as its first purpose, but its potential was soon oriented to become a propaganda tool. Thus, in the Soviet Union and the United States, audiovisual content began to be used for propaganda.

Currently, audiovisual content comprises different formats and is used for other purposes, such as education, advertising, information, and, of course, entertainment.

Why generate audiovisual content?

Audiovisual content has become one of the main trends in the marketing world during the last decade. The saying goes, “a picture is worth a thousand words,” and statistics prove it.

After several studies, Wyzowl – a digital marketing statistics platform in the U.S.- revealed that people only remember 20% of what we read and 80% of what we see.

Wyzowl has also been revealing the survey results applied to marketing specialists since 2016, where the importance of including audiovisual content in sales strategies is increasingly evident and gives clear clues as to where the global market is evolving.

94% of the specialists consulted agree that videos have helped increase user understanding of their product or service. It also stands out that 78% report that video marketing has improved their company’s results.

Similarly, 87% of video marketers reported that video gives them a positive ROI – return on investment – up from 33% in 2015. The change could be due to a greater understanding of using video and how to track and quantify its impact on the audience.

Another striking fact is related to the success of how-to videos. The digital marketing statistics platform points out from its surveys that most of the people consulted -94%-, report having watched explanatory videos to learn more about a product, and 84% were interested in purchasing after watching the audiovisual piece.

How to impact users with audiovisual content?

As we can see, without a doubt, audiovisual content that is attractive facilitates sales and can lead us to sure success; that is why it is so important to include it in our online and offline content strategies.

According to the multinational company CISCO, by 2022, the video will account for 82% of all online traffic; moreover, audiovisual pieces are 53 times more likely to rank higher in SERPs than other SEO techniques.

You may also be interested in: Difference between omnichannel and multi-channel

But how can we stand out in a sea of digital bets? How can we guarantee a positive impact on users? The answer lies in focusing on differentiating factors that add value and knowledge. Remember that our customers have little time today and are looking for practicality, so disruptive audiovisual content and rapid assimilation are the best bet. 

But how can we stand out in a sea of digital bets? How can we guarantee a positive impact on users? The answer lies in focusing on differentiating factors that add value and knowledge. Remember that our customers have little time today and are looking for practicality, so disruptive audiovisual content and rapid assimilation are the best bet. 

One of the trends that are shaking the digital world is the augmented reality -AR- and virtual reality -VR- experiences, which have transformed the interaction between brands and their users.

While the importance of storytelling has been proven to connect with our audience effectively, adding an immersive component will ensure more excellent customer acquisition and loyalty.

This audiovisual content alternative is the best way to move away from traditional media to offer the possibility of amplifying content. Risking to move from analog to digital has become a challenge for different companies that aim to differentiate themselves from other brands.

The biosecurity measures imposed by the Covid-19 pandemic have also posed new challenges to approach our public without being present in person.

The solution then lies in the realization of virtual events that move away from the boring formats of keynote conferences where the participation of the “attendees” is limited to webinars that have an added value with interactive tools, measurement of engagement in real-time, and the possibility of real-time intervention with the speakers and other attendees.

Importance of audiovisual content on social networks

The pandemic has also exponentially increased the number of online videos users watch daily. According to SEOmoz, the most prestigious company in creating SEO software and tools, video posts are shared 3 times more than text-only posts.

Users’ preference for audiovisual pieces was fully evidenced in 2021 by analyzing the number of social network users focused on video sharing.

Nearly 2.3 billion users use YouTube every month worldwide, making it the second most popular social network in the world after Facebook. More than 82,000 videos are viewed every second, and more than 720,000 hours of videos are added daily, i.e., 30,000 hours of videos every hour. 

But YouTube is not the only social network generating traffic for audiovisual formats. Instagram, for example, recognizing the importance of such content, increased its reels from 30 seconds to 1 minute. The stories option continues to be preferred by users who spend between 24 and 34 minutes a day watching this type of content.

TikTok phenomenon, in short, viral audiovisual content

TikTok, the trendy social network, has skyrocketed its number of users thanks to its audiovisual concept: short and highly dynamic videos.

Thousands of brands worldwide have taken the risk of creating strategies based on this new narrative model and betting on user-generated content, which is integrated through challenges that facilitate the dissemination of new products.

Related content: Difference between virtual and augmented reality

Entertainment and learning are the formula applied by many influencers who publish collaborative content on this social network or connect with the audience, generating an emotional bond.

TikTok offers a blue ocean to reach younger audiences, one of the most vital trends in digital marketing for 2022.

How does igloolab integrate audiovisual content into pharmaceutical marketing?

As a company specializing in pharmaceutical digital marketing, at igloolab, we have managed to integrate research, science, and creativity in disruptive formats to revolutionize managing knowledge in different audiences.

We moved away from traditional models to offer truly innovative tools to our clients, articulating specialized content in phygital technologies such as holograms, mapping, virtual reality, augmented reality, 360° videos, among others, achieving a high retention rate with our audience.

In 2021 we created our “Match Zone” that frames a scientific debate between doctors from different specialties in a boxing ring. We then took the controversy format, which is usually done masterfully, to a fight for scientific knowledge with a higher level of gamification and engagement.

Doctors who enter the transmission immediately find a support bar for the opponent at the top of the interface where, in real-time, they can give votes to whoever they consider having the best argument.

As an added value, within the tool, we have also enabled an ‘Open Forum’ where the audience can comment on the arguments of the doctors facing each other in the ring and have the possibility to comment on the comments of others.

What better way to position a product than using audiovisual content to ensure full customer interaction? That is indeed what we do in igloolab con with absolutely all our tools.

Learning, innovation, and disruptive formats that is our bet. 

Luis Alfonso Ruíz                                                                                                                                      CEO Igloolab


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