Don’t let the Browser ‘Long Tail’ Derail Your Visual Campaigns
November 18, 20197min
Companies know all about the importance of visual content.
According to a 2018 study from Venngage, 56 percent of marketers surveyed said that between 91-100 percent of their content contained visuals. Delivering the right compelling visuals quickly is critical to achieving the desired visual hook. However, many images and videos can be optimised to provide better user experiences and higher engagement levels.
Too often it’s the technical details that derail your visual storytelling efforts. Nothing is more frustrating than having invested a lot of time and resources creating beautiful visuals for a campaign only to discover that audiences aren’t seeing them how you intended. When high-quality images are cropped in the wrong places or displayed incorrectly in social sharing, for example, response rates and brand image suffer.
The browser and its long tail
Another recent report revealed that 75 percent of consumers expect a consistent experience wherever they engage with brands – website, social media, mobile, or in-person. This is easier said than done. One big reason for consistency failures is the browser long tail, which refers to the different versions of browsers people use.
Cloudinary recently published its State of Visual Media Report to help people understand how visual content is being consumed. Analysing billions of media transactions across a sampling of more than 700 of our customers, we were fascinated to discover just how many different types of browsers are in use worldwide.
While Chrome and Safari, as expected, dominate the browser market (45.9 percent and 4.1 percent respectively in the UK), there are significant regional differences across lesser known variants. For example, the research shows that Nokia Symbian smartphones are still popular in some regions and that Nintendo devices DS devices share more than 15,000 images per day. There is even image traffic coming from the very old legacy office software, Lotus Notes.
This is important as not all browsers support every image or video format you might use for your campaign. JPEG, GIF, and PNG are the most popular image formats used on websites today. However, developed in the 80s and 90s, when they’re not properly optimised they may not always be the best choice as they are quite heavy in file size and don’t offer the image quality and color spectrum expected for delivering today’s immersive online experience. Newer image file formats such as WebP and HEIF offer advantages worth exploring.
The same applies to video formats. The old H.264 video standard is pretty common but newer more lightweight formats such as VP9 and H.265 are anywhere from 30 to 50 percent more efficient.
Now for the long tail of browsers out there, JPEG and GIF for images and H.264 for video are the lowest common denominator that work with almost every browser. Does this mean you have to compromise your visual storytelling efforts just because some of your users still stick to their legacy BlackBerry web browser?
The browser’s long tail doesn’t need to compromise visual storytelling
Fortunately, the answer is no.
Your web developers don’t need to abandon the unlimited visual possibilities that come with newer image formats. Newer AI-based image and video management solutions can automatically detect your web visitors’ visual requirements and their browsers. Based on this information they automatically deliver each image and video in the most efficient format, quality, and resolution – even to a BlackBerry web browser. But these tools can do even more.
Intelligent image detection and cropping
As mentioned earlier, the last thing your brand needs is for beautiful images that you’ve invested dearly in to get badly-cropped and poorly displayed. AI-based image and video management solutions can solve this problem. These tools apply AI smarts to optimally resize and crop images. For example, AI applies algorithms to automatically detect the subject in an image that is most likely to capture a viewer’s attention.
It also analyses the type of browser and device the images are displayed on. Based on all this combined information, brands are able to deliver images and videos that will drive greater customer engagement.
Visual are great for boosting engagement and fostering long-lasting connections.
With a little help from AI you can be assured that the browser long tail doesn’t degrade the user experience so that your visual storytelling efforts really pay off.