Did you know there’s an actual name for using images and videos in your story? It’s called visual storytelling. Seriously. Did you also know there’s a science to visual storytelling? No, really – you can read about it here.
Images and videos aren’t just used to make your story pretty. Visuals sometimes tell more of the story than words.
With the growing popularity of image-based social media platforms such as Instagram, Snapchat and Pinterest, which rely more on visuals than text, companies are paying close attention to this emerging trend.
What better way to reach your target audience, ideal reader or customer than through visual storytelling? And this is especially effective when trying to highlight your brand in a more personal manner.
Let the Picture Tell the Story
If every picture tells a thousand words, then every video tells even more. Simply stated, people remember visuals far more than words, as outlined in the scientific study above. So what’s the best way to use these beautiful images and videos and effectively reach your audience?
Show authenticity – whether using images or videos in your story, make sure they’re your images and videos and they represent you, your company or brand. Nothing turns off a potential customer, client or reader then a fake persona, or stolen image.
Be On-Brand – make sure all your images and videos represent and reflect your brand. Yes, I know that sounds obvious but you’d be surprised. If your company website or blog uses beautiful pastel colors with lots of images of people, don’t switch it up and use black and white photos with images of buildings and architecture. This will confuse your audience and send them away.
Share visual stories of your employees – if your company is more than you – let your audience know. Highlight photos and videos of your employees at the office or a company event. Use video clips of employees to build emotional connections with your audience too. I promise, if people see employees having fun at work, they’ll want to associate with the company.
Make Your Audience Feel Part of the Story
Go behind the scenes – instead of just telling your audience who you are – show them through images and videos. And the more personal you get, the quicker you’ll gain their trust. This gives your audience a connection to you. It also gives a better understanding of who you are, how you got where you are today, and inspire them for greatness too.
Use audience-generated content – the big buzzword in the early 2000s was citizen journalism. Essentially this was citizen-generated videos and pictures sent into news stations to use on the news outlet’s website or in some instances, on-air. Talk about cutting costs – brilliant! When you give your followers a platform to let others know why they love your company or brand, you build more raving fans that love your company or brand too. There’s certainly nothing wrong with that approach.
Give your customers their 15 minutes of fame – visual storytelling isn’t just about you and your brand. It’s about your customers too. Create a hashtag and ask customers to post images and videos on their social media accounts either using your product or letting others know something they learned.
The More You Use Visual Storytelling the Better
The goal for your visual storytelling strategy is letting your audience know the real you. This makes for a better connection with your company, brand or products. The more relevant, authentic and human you appear to your ideal customer, the more engaged and active they are with you.
Already using these tips? I’d love to hear your experiences with any one of these so please reply in the comments below or send me an email! And if you have other tips and advice for using visual storytelling to reach your audience please share!
Your story…to be continued