Brands continue to balance the growing demand for compelling online visual experiences with the need to do more with less – all at lightning speed, according to new research

SANTA CLARA, Calif.–(BUSINESS WIRE)–Cloudinary, the Media Experience Cloud that powers the digital experiences of many of the world’s leading brands, today launched its fourth annual report on the state of visual media. As the visual economy comes of age, this year’s report examines how more than 375 leading brands across 13 verticals are leveraging visual media to deliver engaging online experiences at every digital touchpoint. The report also reveals that companies need to optimize visual media to achieve a wide range of ever-changing business goals, including faster time to market, improved productivity and cost savings, and new priorities such as accessibility. and durability.

The report offers insight into how brands continue to respond to an increasingly competitive and challenging business environment by going beyond simple scalability goals, emphasizing the need to react quickly to new trends and conditions in the market. The 2022 report offers data, use cases, and guidance on how to meet these demands and react to new trends so that visual media is an enabler of growth, not a bottleneck.

Key takeaways from the 2022 State of Visual Media report include:

  • Scale and key management for new formats. Image consumption increased by 25% and video traffic continued to grow significantly across all industries, including retail, which saw video volume increase by 37%. From March to May 2022, lightweight WebP was the most popular image format, accounting for 59% of image requests but consuming only 35% of all bandwidth. In contrast, JPEG remained the most widely supported and still the biggest bandwidth consumer at 38%. However, it represented only 23% of all requests.
  • In e-commerce, epic scale has become the new normal. Beyond the huge increase in image traffic over the year, e-commerce brands saw massive growth around Black Friday. Large e-commerce brands saw image bandwidth increases of 186% over their average annual traffic, while small and medium brands saw spikes of up to 415%. For video, the trend reversed: video traffic remained fairly stable over the year for small brands, while the largest e-commerce brands saw their video volume increase during Black Friday. In one case, video traffic increased by more than 35%, from 20TB per week to 52TB during the peak holiday shopping season from Black Friday to Cyber ​​Monday.
  • Speed ​​and flexibility require a new composable computing architecture. Brands today must have technology stacks that support change, adaptability and flexibility. The travel industry, for example, has seen a more than 50% increase in video usage as part of the post-pandemic recovery. As a result, the study revealed a striking increase in the number of customers, including River Island, Paul Smith, Rapha and many others, adopting MACH (Microservices based, API-first, Cloud-native SaaS and Headless) architecture in during the same period last year. . According to a recent MACH Alliance survey, 47% of technology leaders aspire to move from monolithic deployments to cutting-edge composable software and 79% have strong intentions of adding more MACH components to their architecture in the future.
  • Social platforms like TikTok continue to rise, Facebook and Pinterest see declines. When posting images on social media, the data shows an ever-changing picture: a platform may peak one month and fall the next. Overall, Facebook remains the #1 social media channel (over 154 billion image requests), followed by Instagram (74 billion image requests) and Pinterest (51 billion requests). However, requests for Facebook and Pinterest are in continuous decline, while Instagram remains stable and TikTok increases. Comparing April 2021 to April 2022, Facebook requests decreased by 23% and Pinterest by 79% while Instagram gained 2% and TikTok jumped by 67%.
  • Optimization path for images and videos to achieve the Sustainable Development Goals. The report reveals growing interest from brands in using image optimization to reduce bandwidth, not only to improve their performance, but also to support their sustainability goals. Transferring 1 GB of data produces around 3 kg of CO2, so anything that reduces bandwidth reduces the CO2 footprint of a website or app. For example, a major international sportswear brand was able to reduce its bandwidth consumption by 40%, from 6.8 TB per day to 4.05 TB per day. On an annualized basis, the company saved 618TB of bandwidth, saving 1,890 tons of CO2, which is equivalent to taking more than 400 gas-powered cars off the road.

“Our detailed data illustrates how visual media, if managed well, serves brands as an enabler of growth, rather than a bottleneck,” said Tal Lev-Ami, co-founder and CTO, Cloudinary. “Brands today also need to be much more flexible and responsive than ever before. Whether it’s being able to launch new TikTok campaigns or enabling complex Direct-to-Avatar (D2A) commerce in the Metaverse. We also see more and more customers turning to open and composable platforms to meet their need for agility and a wide range of media use cases.”

You can access the full State of Visual Media 2022 report here.

* Methodology

Data analyzed for Cloudinary’s 2022 State of Visual Media Report includes engagement patterns from March 2021 through May 2022 and a representative sample of over 219 billion transactions per month, across more than 375 Cloudinary customers, covering 13 verticals including Education, Financial Services, Food & Beverage, Manufacturing & Automotive, Marketing & Advertising Technology, Media & Entertainment, Retail & eCommerce, Software & Technology, and Travel & Leisure.

About Cloudinary

Cloudinary’s mission is to empower businesses to deliver visual experiences that inspire and connect by unlocking the full potential of their media. With 60 billion assets under management and nearly 10,000 customers worldwide, Cloudinary is the industry standard for developers, creators and marketers looking to manage, transform and deliver images and video on line. As a result, leading brands like Atlassian, Bleacher Report, Bombas, Grubhub, Hinge, NBC, Mediavine, Minted, Peloton, and Petco see significant business value in using Cloudinary, including faster time to market. , higher user satisfaction, and increased engagement and conversions. . For more information, visit

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