Audio Content Engagement Statistics
Adding audio content to a static image can drive five times more engagement to the image, while combining a video with some kind of dynamic element such as a waveform image attached to the audio content can drive up to 80% more engagement.
Static image with audio content / waveform image attached to the audio content
- An audiogram is a combination of visual art (static image), a sound wave or an audio track, with or without a clear indication there is an audio attached to the static image.
- Therefore, audiogram can be considered to be a static image with audio attached to it without the clear soundwave indication, or a soundwave imaging added to a static image which turns it into a video. Both types of audiograms are considered to have very similar impacts.
- According to Buzzsprout's social media experiment on Instagram and Facebook, adding a voice over or an audio clip to the static image can drive up to five times more engagement to that image.
- When combining an image with some kind of dynamic element such as a waveform image attached to the audio content, 80% of people are more likely to listen to the audiogram if it also contains captions. The reason for this is the fact that on social media, a large majority of people scroll through their feed without ever turning the sound on.
- On Facebook, audiograms are proven to work at least four times better than static images.
Full video + audio content
- Much like audiograms, full videos with audios are recommended to also contain captions. It is estimated that 85% of video views occur with the sound off.
- Different formats of full video + audio content can also lead to large gaps between the square and landscape videos with audio content. Square videos lead to a 30-35% increase in views as well as 80-100% increase in engagement.
- Viewers are able to retain 95% of the communicated message when they watch it in a video with the audio component included, compared to only 10% when reading via a static image.