Visual storytelling is using visual elements to tell a story or send a message to your audience. Many types of visual content formats can be used to tell a story: photos, videos, gifs, infographics and more. Following trends and being easily adaptable and flexible to what your audience is looking for are necessary skills. Visual elements are at the core of most, if not all, social media platforms, and promoting visual content on social media is vital for a company’s success.
It’s not enough to just add visuals; you need to add the right visuals. The path to finding the right visuals starts with knowing your company’s purpose and goals.
When creating a visual storytelling strategy, it’s helpful to know your purpose and stand firm on that. Maintaining brand identity is integral to authenticity, but the way you present this purpose may change based on the platform or current trends. Own your story and explain the why, not the what, to your audience: Why did your company start? Why did you create a certain product or service? In addition, know what you’re trying to achieve through your marketing efforts, whether it’s to increase brand awareness, achieve higher levels of engagement or generate a certain amount of sales.
When you have outlined your goals, you can then move on to the actual content creation. Start generating descriptive stories you want to convey through images and search for online inspiration. Visual elements are more effective than plain text in conveying a message. Images and videos grab and keep the audience’s attention and are memorable. They also have the ability to create an emotional connection on an even more intimate level, as well as overcome any language barriers that may be present. If you feel like an image is not enough, something as simple as adding text to an image can be effective; doing so means viewers don’t have to scroll to the caption for an explanation of the photo.
Your content will look a little different for each platform you choose to leverage, but all visual content you publish should be relevant to your brand and to the story you’re telling. Certain images symbolize different things and evoke certain emotions in people. Utilizing visual metaphors can help your audience understand the story you are trying to convey. For example, a cloudy landscape can trigger gloomy or sad feelings that a bright, sunny one would not. Color psychology goes hand in hand with this concept, as different colors tend to have different effects on people.
Each visual story should have a beginning, middle and end. The end is important, as it gives closure to the story and a call to action, such as to a link, email sign-up, product or anything else connected to your company.
Your customers can be some of your best storytellers. Reposting user-generated content can help tell and spread personal testimonials of those connected to your brand. Potential new customers may feel more obliged to engage with your brand when they see real people benefiting from it.
If your audience feels you’re not meeting their needs, they will find other content that does. Keep that in mind when devising your story and make sure it’s compelling. In a more technical sense, using visual elements helps to break up text and will make the content easier to consume.
A picture really is worth a thousand words when it comes to your marketing strategy, and rAVe [CREATE] is here to improve your social media marketing in the AV industry.