How to Effectively Use Visual Storytelling For Your Brand in 2015
8 seconds. It’s how long you have to capture your prospects’ attention before something else catches their eye and steals their “click” away from the content you spent so much time crafting and refining.
As we navigate mounting distractions, the average human attention span is now shorter than a goldfish’s.
Average Attention Span
2012: 12 seconds
2015: 8 Seconds
Goldfish: 9 Seconds
What does this mean for marketers?
How do you compete with the deluge of information fighting for your audience’s attention?
And how do you get more love, more fans, and more conversions without overloading your staff and resources?
Visual storytelling ⎯ that’s how.
Science tells us our noggins are wired to LOVE pictures. Almost half of our brain is involved in visual processing, interpreting visuals in less than 1/10th of a second.
You know what else brains love? Stories. We can’t help it. We’re compelled to organize information into a narrative.
Combine the two ⎯ visual + story ⎯ to multiply your content’s reach and conversion.
- Social media posts with visuals deliver 180% greater engagement.
- Tweets with images receive 150% more retweets.
- Viewers are 85% more likely to purchase a product after watching a product video.
- Images make up 93% of the most engaging posts on Facebook (up from 85% in 2012).
- Articles that contain images get 94% more views than articles without.
- Users clicking on photos of real people are 200% as likely to convert to a sale.
- Blogs that integrate video attract 300% more inbound links.
- Video is 53 times more likely to generate a first-page Google ranking.
Not only do visual elements trigger greater engagement, but they also help your audience remember your content longer:
“Picture Superiority Effect” on Content Recall
Words Only: 10% recall
Words + Visual: 65% recall
Bonus! Search engines now rank content based on social engagement, not just websites alone. And visuals are a great way to increase your content’s engagement fast, and with relative ease.
How do you infuse visual storytelling into your marketing?
Below are 14 practical tactics you can implement today:
- Show your product in a live setting alongside related objects to communicate real-life applications.
- Spark a conversation (or even a debate) with compelling captions.
- Find ways to involve fans and showcase their own pictures or videos using your product.
- Give your audience a behind-the-scenes peek. No need to be polished; authenticity trumps perfect (i.e. “unnatural”) shots.
- Decide what story you want to tell with your images. Keep it simple. Discern which facts are most important and use your product as the story’s conclusion.
- Make your customers heroes, and your product their super power.
- Use and encourage #hashtags to extend your content’s reach.
- Reuse old content and share third-party content that complements your brand and messaging.
- Find existing text-only posts and articles on your website, and add complementing images to illustrate its main point.
- Break old posts or articles into bite-sized, visual-driven slideshows.
- Link your images! Likes and comments are great, but don’t forget to drive fans to a sign-up or ecommerce page.
- Add “Pin it!” and other social sharing buttons to your website so fans can spread your content.
- Test images, monitor metrics, and build on what works.
- Don’t try to conquer all of social media at once. Focus initially on one social media website and master it before moving on to another.
Visual Content Examples:
And then what?
Scaling content without losing your mind.
As your content grows, you need a smart, agile way to collaborate, organize, measure and manage it ⎯ especially when fellow collaborators aren’t in the same building, or don’t work the same hours.
Without an effective Digital Asset Management (DAM) solution, your content assets take longer to produce, get lost in emails and hard drives, and team members can’t easily access or discern the latest version and usage terms. (Also, good luck gathering actionable metrics when content is scattered about or living in spreadsheets.)
By contrast, an adequate DAM solution equips you to manage 4 core areas of your visual content strategy:
Create & Capture
- Collect files from photographers, designers, customers and other sources.
- Enable collaboration among asset creators until asset is approved and released.
Manage & Organize
- Organize files for quick browsing.
- Enable anytime, anywhere access by team members at a moment’s notice.
- Build a searchable asset library for different content types.
- Manage asset versions and usage terms.
- Manage roles and user permissions.
- Easily repurpose existing content.
- Prevent data loss.
Share & Distribute
- Find relevant and related content with ease.
- Distribute finalized and approved content.
- Convert images and transcode video on the fly.
- Embed media and share to social networks.
- Share branded collections and embeddable galleries.
Analyze & Track
- Collect data and pinpoint what content works best.
- Tweak your strategy based on findings.
Agile content that multiplies conversions with less effort?
That’s something every marketer can get on board with.
What would it take to multiply your content’s reach and conversion without overloading your team, time and resources? Or to place much of your content management on autopilot so you can reap more ROI with less effort?
Let us show you: Request a demo from Widen today.
Sources: SocialBakers | Social Media Examiner | NewsCred | Search Engine Journal | Cision | Adespresso | Forbes | Hubspot | Fast Company | ScribbleLive | WooRank | TIBCO Spotfire | Content Marketing Institute | CNet