We live in a diverse world. That’s not really news, though. What you may find surprising is the degree to which your audiences today expect to see that diversity represented in the content and collateral your business creates. According to our Diversity in Video Report, a comfortable majority (64%) of audiences across the U.S., UK, and Brazil said they would like to see more diversity. And furthermore, consumers are taking note of brands that emphasize inclusivity (and which ones don’t).
Diversity, equity, inclusion, and belonging aren’t just buzzwords. They’re foundational to the success of brands and creators alike. If you want to connect with larger audiences you need to make the shift toward telling stories more authentically. According to Stackla, 90% of consumers say authenticity is important when deciding which brands they support. So these kinds of efforts are not only good for underrepresented communities, they’re also good for business. According to the Heat Test Report, brands with the most representative ads saw an average stock gain of 44%.
These numbers are just the tip of the iceberg. A growing number of studies show that if you’re not prioritizing diversity and inclusion both internally and externally, you’re leaving a big growth opportunity on the table. At Storyblocks, we felt these and other issues around improving representation in video warranted a closer look. That’s why we created the Diversity in Video Report. You can download it for free to see the results of our research and number crunching for yourself.
The evolving state of diversity in video
Storyblocks is committed to increasing representation in stock content. We’ve been doing that through our Re: Stock initiative since early 2020. Re: Stock was born as a direct result of feedback from our customers and their desire for more representation in our content.
Our ever-growing, demand-driven library and our unlimited content model combine to provide unique data and insights about content trends within today’s market. We analyzed more than 250 million user searches and more than 45 million downloads, from people working across 18 different industries worldwide. Digging into all that information has been a real eye-opener. We’ve learned a ton about what matters most to content creators and brands today. What we learned was just too important to keep to ourselves — so we created the Diversity in Video Report to highlight our findings.
The Diversity in Video Report neatly summarizes the state of diversity in video today. In it, you’ll get a rare glimpse into what’s on your consumers’ minds when it comes to inclusivity, including:
- How the volume of diverse content searches and downloads has changed in recent years
- What are the top diversity keywords that brands and content creators like you search for
- Which underrepresented communities have been highlighted most in media and marketing in the last year?
We break it all down by industry, spanning education, technology, broadcast, healthcare, and many more.
Diverse content downloads are skyrocketing
The increase in diverse content downloads and searches we’ve observed is pretty staggering. Downloads featuring more authentic representations of communities increased by more than 3 million between 2019 and 2021. Over that same time, searches spiked by 1.1 million. The demand is clearly out there. The question is: Are you keeping up?
Some of the Diversity in Video Report’s key findings for marketers and content creators include:
- Demand for diverse content jumped more than 100% in just two years
- Downloads of videos featuring Black, Indigineous, and People of Color (BIPOC) increased by 195% compared to 2019
- Downloads of video content featuring race, ability, age, body type, and LGBTQIA+ diversity increased by 191% over the same time period
The report’s findings go well beyond the hard data, too. We also analyze and highlight case studies of brands that have kicked off meaningful Diversity, Equity & Inclusion (DEI) initiatives. And it looks deeply at what some major players like Netflix, Citi, and even Sesame Street have done to authentically connect with audiences while growing business goals.
It can be challenging to take those first few steps toward representation. That’s why the Diversity in Video Report shines a light on some common blind spots and mistakes all content creators and businesses should look out for. Nobody’s perfect. What’s important is to learn from your mistakes, address your shortcomings, and keep pushing for inclusion wherever you may be missing the mark.
Ready to learn more? Get your free copy of the Diversity in Video Report
If you and your team aren’t prioritizing inclusion and representation in your content, you’re already behind. But a little late is certainly better than never. The Diversity in Video Report report explores why diversity initiatives are important, what your consumers want to see most in your content, and how you can start meeting their demands right now.
Download the full report today to make sure you and your team are keeping up with the times.
Editor’s note: We updated this article to include additional information. It was originally published on December 15, 2021.