Visual Storytelling: Creating Impactful Narratives in Marketing

Being a content creator you are most likely to strive for getting high results across your social media. So the most eye-catching part in the content is typically its visual part. Since it is a creative, fresh, powerful, and captivating way of delivering your messages, explaining complex ideas, or sharing valuable information with your target audience. Visual storytelling is more interesting, easy-to-perceive and compelling than texts, articles, or blog posts. First of all, visual storytelling is a narrative technique that includes visual elements like images, infographics, videos, and other visual media. What’s more, they are usually well-structured and narrated in a cohesive manner that fosters engagement rate and noticeably improves communication between a brand and its customers. Now you know why visual storytelling plays a huge role in creating impactful narratives in content marketing these days. Let’s dive in and explore the steps for making it yourself.

You need visual storytelling to:

Create strong emotional ties between your company and your target audience. When we see something that we like it inevitably provokes emotions that have their part in establishing deep connections. 

Present complex ideas in a simple way. Infographics are the best way to convey complex ideas into easy-to-digest content. Statistics and analytical data are difficult to perceive when represented in a text form. You may need to reread it several times before you find the necessary data.  

Increase engagement rate. According to statistics, social media content gets about 93% more views if it is accompanied by relevant pictures, photos, or videos. So pleasantly looking visual content drives higher engagement.  

Strengthen the main message. You may communicate the main idea more effectively if you use pictures and images in your posts and produce high-quality videos. Thus your brand message gets more memorable and your content more impactful. 

Ruin language barriers. Visual storytelling simplifies information processing because pictures are easily understandable and recognizable no matter what language people speak. If texts need translations, pictures don’t.

Without further ado, let’s pass to the steps of creating visual storytelling.

STEP 1. Set your aims. It;s crucial to decide on what you want to achieve and set specific goals for your visual content. You may want to increase user sessions on your website, number of followers, likes, and reposts on your brand’s social media, your company’s website traffic, or conversion rates.

STEP 2. Understand your target audience. The visual content that will catch your followers attention must be well-planned and high quality. For this you will need to analyze your target audience’s pain points, interests, and needs. Then employ this data for creating better content.

STEP 3. Make optimization your priority. For that you must create visual content that is easily accessible on various devices and platforms without losing its quality and the target message.

STEP 4. Monitor, measure and analyze. Yes, you will need to spend some time exploring the engagement. That’s essential for making timely changes in your current content plan and creating more visual content that converts.

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