I’ve been reading a lot about visual storytelling lately, which is definitely one of the hottest new trends in content marketing. Ekaterina Walter, one of my favorite bloggers/marketing minds, has even published a book about it: The Power of Visual Storytelling.
As a small business owner, you really need to embrace this new concept if you want your brand’s content to stand out from the overwhelming deluge of stuff that’s being produced every day.
Here’s what you need to know about the rise of visual storytelling:
- First and foremost, videos, images, and infographics stand out from the pack and act as filters, helping us separate interesting content from “eh” content.
- Visual storytelling shows, it doesn’t tell, and showing is always a better way to communicate who you are and what you stand for as a company and brand.
- Millenials want to be part of movements that have meaning. Showing your story helps them develop an emotional connection to you.
In this blog post, I came across the following eye-opening stats that further make the case for visual storytelling:
- Our brains process visuals 60,000 times faster than text.
- About 93% of all communication is nonverbal.
- Studies show that blog posts with visuals drive up to 180% more engagement than those without.
Ready to use visual storytelling? Here are some ideas to get you started:
Create an introductory video for either your website’s home or about page that tells the story of who you are. Why did you launch your brand? What are your values? How do you make the world a better place?
Whether you provide a product, service, or both, create how-to videos that demonstrate your employees or customers using the products or providing the service. If you do something more abstract, like graphic design, create a video on how to brainstorm and where to find inspiration.
If you’re afraid your blog posts are getting lost in the shuffle, turn them into scripts. Record a video and publish it on your blog with a brief introduction. A video will help your audience put a face with a name/brand and develop a deeper connection to you, as they’ll get to see and hear you.
Instead of using stock photos for your blog posts, use ones you take. They can be of you, your office, your employees, your customers, events you attend, whatever. These more personal images will help your audience get to know you better.
A good, highly visual presentation can help you demonstrate your expertise, entertain and teach your audience, and further your brand’s message. The trick? One excellent image on each slide and just enough text to provide an explanation. Your visual should do most of the storytelling.
I got this idea from a Marketo blog post, and I instantly thought – how clever! An adult version of an activity book! This will help your audience participate, as long as you make it fun. Include puzzles, dot-to-dot drawings, color-by-numbers, hangman, recipes, DIY activities, a list of fill-in-the-blank favorites – anything that you can relate to your brand. Production must be beautiful and high-quality.
Have you started using visual storytelling? What has worked well so far?
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Image courtesy of agbeat.com