These days, attention spans are shorter than a goldfish's memory, so mastering the art of visual storytelling is no longer a want—it's a need for businesses looking to make a splash.
Why Visual Storytelling Matters
Visual storytelling is more than just adding pretty pictures to your marketing efforts—it's a powerful tool for communication that transcends language and helps your audience connect with you. Pair the right visual element with a compelling narrative, and you will have a recipe for sweet engagement.
It works because it increases connection and makes information easy to understand. Our brains can identify an image in as little as 13 milliseconds—using images in marketing can forge connections in fractions of a second if you do it right.
Visual storytelling involves using images, videos, and other visual elements to convey a message or evoke an emotional response. Whether it's a photo, infographic, meme, or video, visuals can capture attention, communicate complex ideas, and leave a lasting impression.
3 Tips for Visual Storytelling
We're living in a time of information overload, and visual storytelling can help your message stand out. Follow these three tips to craft memorable content and campaigns.
1. Keep your audience in mind. Who is your story for? Before you head to the whiteboard, figure out who you're speaking to. Tailor your visuals to resonate with your specific audience. You're creating a narrative, not jambalaya—you can't just throw everything in and hope it turns out okay. Your audience doesn't want to work to understand the story you're telling, so keep it clear and simple.
2. Show, don't tell. In this type of storytelling, your visuals and messages complement each other, working together to deliver memorable content. You want to avoid the image parroting the text; it's there to enhance what you've already said and provide a visual anchor that sticks with people.
3. Share stories that resonate. Humans are hardwired to love stories, and the power of narrative adds depth and emotion to your content. Before-and-after sequences, a day in the life, a hero's journey, from problem to solution, life-changing events---there are many stories to share. They can be about your organization, the people behind your brand, real-life product experiences, and customer testimonials. Pair these written or spoken stories with unforgettable images and see how your audience responds.
Visual Storytelling Content Ideas
You have many stories to share, and there are plenty of ways to tell these stories visually. Between heartfelt interviews, compelling B-rolls, pictures, and more, you can create impactful stories that share your organization's messaging. Here are some ideas to get you started:
Your origin story: Creating visual content about breaking figurative ground is an excellent way to highlight where you started and share the heart behind your organization.
Your company values: People generally want to engage with others who share their values; this makes you relatable and strengthens your relationships with your audience.
Instructional materials: Use visuals to communicate how your products or services work or simplify concepts in your industry to attract new customers.
Behind the scenes: Share stories of the people on your team, their roles (remember the office pets!), and how products are made. Audiences want to feel connected to your team and appreciate your attention to detail in your products and services.
Ready to Captivate Your Audience?
If you're new to visual storytelling, it can take some experimentation, iteration, and refinement to nail down your style and what works best for you. Get creative and put your stuff out there. Your organization is full of stories; you just have to find the visual elements that make that story resonate with others.
We can't wait to see what you come up with! If you need a little help, contact Good.