Brandee Johnson
Why Visual Storytelling is Important in Marketing
05.23.2017

Often times when asked about the company, representatives immediately dive into product and service details without first telling the listener about the company itself. Why does the company exist? What problems do people have that your product or service solves?

Starting with the why is an important part of telling your brand story. But it can often be difficult to articulate. That’s where visual storytelling can be really helpful.

Take this simple example of describing a circle - visualize yourself trying to tell someone what a circle looks like by using the textual description: a curved line with every point equal distance from the center. Not the easiest description to follow. Now, think about someone reading a textual description and seeing a picture of a circle right next to it. Bingo! That’s the power of visual storytelling.

Now let’s apply visual storytelling.

Visual storytelling is the passing on of a lot of information through a relatively simple visual aid -- to your company’s message.

To start, you could begin capturing pictures or video and posting to social media platforms or blogs in a matter of seconds. Show examples of your product being used by customers with a dedicated hashtag to group together photos.

Then, consider a dedicated design team producing large format prints and videos that represent your company’s message. 

Using visual content allows brands to encourage greater engagement with their customer. Just look at the statistics!

  • “37% of marketers said visual marketing was the most important form of content for their business, second only to blogging (38%). source
  • Even more telling, “when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.” source

Take a look at why visual storytelling is so important in this infographic by B2B Marketing.  

10-benefits-of-visual-storytelling_infographic_1.jpg

 

Whether you tell the story through videos or still images, powerful visual storytelling makes your marketing message more effective.

Through visual storytelling, you can:

  • build a closer connection to your audience
  • develop greater awareness and quick grasp of the brand message
  • create better opportunity for content sharing

 

Check out this example of Visual storytelling. 

Live_Internet_Stats_Storytelling.png

The above image shows that there were 7,162 tweets sent in 1 second. This image is from Internet Live Stats, a company that is part of the Real Time Statistics Project. The project was created by developers, researchers, and analysts with the common goal of making statistics available in way that everyone could understand. Through visual storytelling, this image allows people to understand the magnitude of 7,162 tweets. 

If your company takes full advantage of events, content and experiences to visually tell your stories, you’ll have the potential to catch prospective client's’ attention and keep them interested.

How will you be incorporating visual storytelling into your brand messaging? Give us a call at 620-308-6998 to find out how we can help.

 

Topics: Brand Development

Brandee Johnson

Written by Brandee Johnson

Brandee Johnson is an avid marketing expert with a passion for helping businesses achieve growth through data-driven marketing programs. She believes in building marketing systems and starting with strategy before tactics.