Here’s an interesting article that Christy Ferer came across:
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 a 2011 study, 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. To read more, click on the link above.