FlashStock Technology Inc.

50 content marketing stats you need to know for 2018

Now that the year, and our content calendar, is coming to a close, we’re looking back at all of the facts and statistics we’ve referenced over the last 365 days. After 18 webinars, 25 eBooks, 45 blog posts, and countless other pieces of content, we have collected the 50 stats that are most relevant for content marketers in 2018.

As you begin the new year, utilize some of this data to support your own content and overall marketing strategy. Be sure to bookmark this page and use it as a resource.

Branded content

  1. 90% of consumers prefer custom content.
    Source: Time Inc
     
  2. 89% of people believe custom content helps brands break through the clutter.
    Source: Time Inc.
     
  3. 2 in 3 consumers trust custom content ahead of traditional advertising.
    Source: Time Inc.
     
  4. 59% higher recall for branded content.
    Source: Forbes
     
  5. 14% more likely that consumers seek additional content after a branded exposure.
    Source: Forbes
  6. 7% more likely content is viewed as educational when aided by branding.
    Source: Forbes

Video content

  1. 293 is the average number of videos in asset libraries for enterprise brands.
    Source: Vidyard
     
  2. 18 is the average number of videos enterprise brands post per month.
    Source: Vidyard
     
  3. 85% of brands now have internal resources dedicated to video production.
    Source: Vidyard
     
  4. 56% of videos are now less than 2 minutes long.
    Source: Vidyard
     
  5. 59% of all videos are explainer videos, which is the most common video format for brands.
    Source: Vidyard
     
  6. 5x greater dwell time for video content compared to static.
    Source: Facebook IQ
     
  7. 43% of videos on Facebook come from users sharing what they see.
    Source: Simply Measure

Creative production and process

  1. 97% of companies believe project management is critical to business performance.
    Source: Wrike
     
  2. 86% of creatives spend more than four hours per week on non-revenue generating tasks.
    Source: The Workflow Experts
     
  3. 70% of a creative's time is spent in meetings, sending e-mails, or managing other requests.
    Source: The Workflow Experts
     
  4. Two-thirds of marketers would like to reduce their dependency on agencies to support their work.
    Source: Gartner
     
  5. 60% of employees want to spend less time responding to ad hoc collaboration.
    Source: The Workflow Experts
     
  6. 36.7% of marketers said producing engaging visuals was their biggest challenge.
    Source: KEO Marketing
     
  7. $15,000 is the average estimated cost of a medium-sized brand's photo shoot for 5 ready to use photos and exclusive rights usage.
    Source: Adam Lowe Creative

  8. Purchasing rights to photos from a photographer increase production costs by an additional 50% -100%.
    Source: Peta Pixel

Content management

  1. $189,000: amount of savings over five years for businesses using a DAM.
    Source: The Geeky Globe
     
  2. $1000: average cost of replacing a single lost asset.
    Source: The Geeky Globe
     
  3. 5x longer is how much additional time it takes to find assets without a DAM vs. with one.
    Source: Gleansight

Content budgets

  1. Marketing technology now accounts for 27% of the marketing budget. CMOs have started to outspend CIOs on technology.
    Source: Gartner
     
  2. CMOs allocate 9.2% of their total marketing expense budget towards marketing analytics. This is the martech category with the greatest redundancy and abandonment.
    Source: Gartner
     
  3. 50% of marketers rank their content strategy as moderately successful.
    Source: Content Marketing Institute
     
  4. Only 23% of marketers rank their content strategy as very successful.
    Source: Content Marketing Institute
     
  5. 37% of marketers expect their content marketing budget to increase in 2018.
    Source: Content Marketing Institute
     
  6. 72% of marketers say content creation contributes to the success of their content marketing strategy.
    Source: Content Marketing Institute
     
  7. 26% - just over ¼ - is the average amount of marketing budget that successful marketers plan to spend on content marketing in 2018.
    Source: Content Marketing Institute

Freelance economy

  1. 55 million freelancers live in America.
    Source: Fast Company
     
  2. 50% of the US workforce will be freelancers by 2020.
    Source: Forbes
     
  3. 1/3rd of American office workers have a second job.
    Source: Forbes

Mobile consumer behaviors

  1. 2.5s is the average time a user consumes a piece of content on FB desktop.
    Source: Facebook IQ
     
  2. 1.7s is the average time a user consumes a piece of content on FB mobile.
    Source: Facebook IQ
     
  3. 300ft is the average amount of thumb scrolling people do on Facebook every day. This is equivalent to the height of the Statue of Liberty.
    Source: Facebook IQ
     
  4. 150 times is how often people look at their phones on a given day.
    Source: KCPB
     
  5. 50 minutes per day is the average amount of time people spend on all Facebook apps.
    Source: Business Insider
     
  6. 90% of the time on mobile is spent within apps.
    Source: Smart Insights
     
  7. 73% of people say their mobile is always with them.
    Source: Facebook IQ
     
  8. Mobile commerce sales are expected to hit $149 billion by 2019.
    Source: Facebook IQ
     
  9. 45% of all shopping journeys contain an action on mobile.
    Source: Facebook IQ
     
  10. American children 8 and under reportedly spend 48 minutes per day on mobile devices. An estimated 42% of kids have their own mobile devices.
    Source: Common Sense Media

Seasonal marketing

  1. 41% of adults begin their holiday shopping during the month of October.
    Source: National Retail Federation
     
  2. $335.47 is the average amount of money spent by American consumers over the 5-day holiday shopping period from Thanksgiving to Cyber Monday.
    Source: National Retail Federation
     
  3. 49% of shoppers do online research before making gift purchases.
    Source: National Retail Federation
     
  4. 90% of Americans celebrate a holiday during the winter season.
    Source: National Retail Federation
     
  5. From Thanksgiving Day through Cyber Monday, more than 174 million Americans shopped in stores and online during the five-day holiday weekend.
    Source: National Retail Federation
     
  6. Back to College is the largest spending period for Americans, outweighing Christmas with an average of $969 spent per person in 2017.
    Source: National Retail Federation

If you enjoyed these proof points and found them useful, be sure to check out our blog and our social channels in 2018. We have an exciting calendar in the year ahead to educate you about all topics related to content marketing and creative industries. Also, if you'd like to learn more about Shutterstock Custom and how we can help your business scale branded content creation, please reach out to us and we'll have one of our specialists show you why we're trusted by the worlds leading brands.