Multimedia Content Drives Nearly 10 Times More Visibility than Text, PR Newswire Study Confirms

PR Newswire’s second study reveals that multimedia content continues to significantly enhance press release visibility

PR Newswire has released the results of its second deep dive analysis of its press release data, revealing once again that press releases that include multimedia assets garner significantly more visibility than text-only releases – up to 9.7 times more.

Following the 2011study, PR Newswire’s 2012 study examined data from PRNewswire.com via Adobe SiteCatalyst. PR Newswire’s web analytics team analyzed thousands of press releases published in 2011 and 2012 to determine the impact that adding photos, videos and other downloadable content has on levels of engagement with press releases.

The data shows that simply adding a photo to a text-only press release increases visibility by 1.8 times, while adding a video to a text-only release delivers 4.3 times the number of views. Including both photo and video content further enhances a story, driving visibility by 7.4 times more than plain text releases. The web analytics team at PR Newswire also compared releases with additional layers of assets including downloadable files such as PPTs, PDFs, and DOCs along with photos and videos. Although the number of such stories was fewer than those with just photos and videos, they garnered even more visibility and interaction, representing the potential for releases with photos, videos and downloadable files to drive up to 9.7 times more visibility over text-only releases.

“Photos, videos, infographics and other types of multimedia assets present information in a more compelling and attractive way so it’s no surprise that they boost content visibility so significantly,” said Rod Nicolson, vice president, global reporting, PR Newswire. “The volume of multimedia content distributed through PR Newswire is higher than ever before and it is extremely encouraging to see that our customers are embracing the power of multimedia to capture the attention of their audiences, build brand awareness and power content marketing initiatives.”

PR Newswire offers a variety of digital tools and multimedia platforms to support its customers’ public relations and content marketing needs. To learn more, click here.