We’re excited to share our Diversity in Video report, which captures the impact your footage is having on our library. The report shows that between 2020 and 2021, there was a 175% increase in BIPOC clips added to the library. This means we are starting the new year with a library that is 21% BIPOC people content! And let’s talk about the impact to earnings - this content earned 50% more in the same period.
Having access to diverse and inclusive content is so important to our customers, and businesses recognize the need for diversity in their advertising campaigns. They are prioritizing the demand for more representation to keep up with the market and reach audiences more effectively.
Some of the reports key takeaways show that from 2019 to 2021:
Searches for diverse content (including race, ethnicity, ability, age, body, and LGBTQIA+) increased 104%
Downloads of diverse content increased 191%
Downloads of BIPOC videos increased 195%
From 2020 to 2021, monthly diversity downloads increased 117k, and daily diversity downloads increased 3.8k. We also found that body diversity and representation of plus-sized bodies is something multiple industries prioritized in 2021 and will likely continue in 2022.
When creating and tagging content, be sure to use correct and up-to-date terminology and imagery. We hope this information will help you see the huge opportunity and demand for this type of content and we look forward to seeing what you create.
Click here to read more about the findings and to download the full report.