Cloudinary State of Visual Media 2020 Report Reveals Untapped Opportunity to Leverage Dark Social Peer Recommendations


SANTA CLARA, Calif .– (COMMERCIAL THREAD) –Cloudy, the media management platform for many of the world’s leading brands, today announced its second State of Visual Media Report. This year’s data reveals a rapidly expanding online universe depending on geography, device, browser type and other factors. Importantly, with the continued increase in messaging apps like Slack, WhatsApp, and WeChat comes growth in indirect web traffic, providing a huge opportunity for brands to use visual media to leverage the power of referrals. “dark social” peers within micro-browsers – those with private communications via mobile devices. View the interactive report and download the full PDF at:

This micro-browser traffic can result in poor analytics attribution of your marketing campaign. For example, when a person finds and shares a link from a Facebook promotion with their friends, that link always has the Facebook promotion campaign tags. This means that when their friends click on the link, they will show up in your analytics as from the same Facebook promotion, even if they don’t have Facebook. Looking at the social campaign of a popular clothing brand, Cloudinary found that almost 64% of the links shared within micro-browsers had their campaign IDs intact, and while that was a great thing in many ways, it wasn’t. This is not a precise view of campaign engagement as it includes amplification which is through peer referrals in private conversations. And because these peer referrals have higher click-through rates, brands need to ensure that these link shares provide a compelling visual experience.

Other key information from the report includes:

  • The rise of micro-video. The power of video is evolving with micro-video content playing a leading role in its ability to drive engagement and conversions in just seconds. Brands shouldn’t overlook these small but powerful opportunities to tell big brand stories or reveal product details, but for a video to be responsive, the video must always expand to fill the width of its screen. while maintaining its original aspect ratio.
  • Maximize the long tail of the browser. Going global means thinking beyond Chrome, Safari, and other popular browsers to exploit otherwise missed opportunities hidden in the growing long tail, providing opportunities for engagement with millions of users. For example, Nokia Symbian smartphones are still popular in India, and Nintendo DS devices share over 35,000 images per day.
  • The next big picture format. Next-generation image formats such as the High Efficiency Image File Format (HEIF) and the upcoming JPEG XL co-created by Cloudinary principal image researcher Dr. Jon Sneyers and the compression team at Google, allow richer, more effective experiences and, hopefully, will become a no-brainer when it comes to elevating visual storytelling.

“Brands understand the power of strong visual experiences in user engagement, retention and revenue growth,” said Sanjay Sarathy, vice president of marketing, Cloudinary. “The challenge is to deliver visual experiences quickly and consistently across all channels, locations, devices – and at scale. We hope that by examining and sharing the engagement patterns that occur across our vast dataset, others can learn from what our global customers are doing – and not doing – to tell better stories. visuals and transform engagement opportunities into long-term opportunities. loyalty.”

Join us for two virtual sessions on Report 2020 and “The Power of MicroBrowsers” at Cloudinary’s ImageCon digital experience, which will be held July 27-29, 2020, a free digital version of the annual user conference. business. The event will host more than 15 thought leadership sessions and case studies, including a client roundtable with Bleacher Report and Finalsite on “The role video plays in the next generation of visual experiences”. Learn more and register here.


The data analyzed for this report includes engagement patterns from Q4 2019 to April 2020 with over 700 Cloudinary customers, spanning over a dozen verticals and a representative sample of over 200 billion transactions per month.

About Cloudinary

Cloudinary’s mission is to empower businesses to deliver visual experiences that inspire and connect by unleashing the full potential of their media. With more than 40 billion assets under management and 6,500 customers worldwide, Cloudinary is the industry standard for developers, creators and marketers who want to download, store, transform, manage and distribute images and images. videos online. As a result, leading brands like Atlassian, Bleacher Report, Grubhub, Hinge, Lyft, NBC, Mediavine, Peloton, Petco and Under Armor are seeing significant business value using Cloudinary, including faster time to market, more high user satisfaction and increased engagement and retraining. For more information visit


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