Content Marketing is a powerful strategy to attract traffic and generate engagement.
Among its possibilities, visual content is one of the most interesting to the audience. Because of this, choosing visual Storytelling as a tool is becoming more critical.
Statistics help us understand the impact of visual content: the brain processes images 60 thousand times faster than any text.
Thus, if a brand offers good Storytelling in a visual format, the receiver of this message will likely engage.
More than just telling a story, this strategy aims to do this using emotional triggers.
A marketing team that knows how to use visual Storytelling can achieve impressive results if they learn how to use this tool.
What is visual Storytelling?
Visual Storytelling is a strategy that aims to create narratives that engage the public using visual media from the most diverse.
The concept is to make the brand’s persona attracted by content that addresses problems they have in common with this narrative’s character.
The main difference in the format we deal with in this post is that it is based on visual content. We are talking about several media types, such as:
- motion graphics;
You can find examples of visual Storytelling with different approaches. The company’s tone of voice is a factor that directly influences how to build this narrative and which media format chooses.
For example, if we talk about a company that uses a relaxed and fun approach, you can ideally use a meme.
To have value in the storytelling concept, it is indispensable that it reports a fact that generates identification in the target audience.
Video is the most powerful format.
Videos have never been more vital than they are today. With the appeal of visual content, they can catch the audience’s attention and engage more.
Some data help to understand how powerful videos are. These are some of the main ones:
- 100 million web users watch at least one video a day;
- by 2022, the video will be 82% of all internet traffic;
- 85% of businesses use video as part of their marketing strategy.
Video is a rich format in which it is possible to create visual productions with more features.
In videos, it is possible to insert testimonials, authentic images of consumers. Besides, this format has a greater capacity for engagement, as shown in the statistics presented above.
What are the benefits of this strategy?
Visual Storytelling is a strategy capable of bringing many earnings in terms of engagement. Besides this achievement, high-quality visual content can generate a more excellent brand perception in the consumer.
When well-produced, a picture of a product generates an idea that the brand sells something of quality.
When this image is part of a narrative highlighting the product and creating an idea of buying needs, the consumer is more easily achieved.
There are some concrete benefits to adopting a visual storytelling strategy. Get to know the main ones below!
The role of Storytelling is to illustrate the audience’s expectations. That’s why visual Storytelling creates campaigns that attractively show the benefits of the products.
For example, if we are talking about a service, a campaign can show in visual content how beneficial its use is.
Engagement is achieved when the central character of this campaign reaches some goal using that service. The way the story is told is always designed to show the audience’s problems and the solution they seek.
If the consumer was searching for something that could satisfy him, he has the answer that it is possible in Storytelling. Engagement is quick in a straightforward process.
Ability to create an emotional connection
Storytelling has as part of its concept the creation of an emotional connection with the receiver. For this, the story must always bring:
- campaigns that tell stories of regular people, as well as the consumer;
- in these stories, it is necessary to reach some goal;
- it is always essential to connect the product in question with the added value it brings.
A campaign can show someone happy because they got a new car, satisfied to acquire a property or confident. After all, a new medicine brought a quality of life.
All these moments involve emotions of the most varied, linked to achievements.
These feelings will be shared by the receiver, which is the consumer. They are in search of reaching these goals, and how the story is told shows they can too.
The visual resources used are the most significant addition to this emotional connection generated. With images, videos, and other content, it is much easier to transmit the desired feelings.
Generates more sharing
Sharing is essential for content to reach more people, especially within its target audience.
When a visual storytelling campaign leads to an emotional connection, it generates the desire for consumption, and, in general, sharing can happen.
Images and videos are self-explanatory content. If a user sends it to another person, that recipient must visualize it to understand the message.
Videos, for example, generate much more motivation to share. A survey showed that users are twice as likely to share videos as any other type of content.
Therefore, a visual storytelling campaign can reach even more people than planned.
The more we share, the greater the engagement. In addition to reaching more people, there are also greater chances of generating conversions and brand acceptance.