Visual storytelling: stories and images to create engagement

The storytelling is enhanced thanks to audiovisual content: telling stories through images Having a presence on social networks is no guarantee of success. Users assume a more active role and is necessary to generate engagement to strengthen ties with them. So far the storytelling had become one of the main options to achieve this; however, its combination with the world of images can offer great benefits to a social media strategy. Thus arises the visual storytelling.

What are we talking about? Before going into detail about what the visual storytelling is necessary to specify what we mean by storytelling and what are its main features.

What is and what is not storytelling?

The storytelling can be summarized in “storytelling”. Achieving differentiate our stories in a context such as digital is becoming more complicated. Users receive hundreds of messages of various brands so differentiate us from the rest not only allow them to look at us but adding value that will cause a loyalty to them.

The storytelling is the art of telling story, a strategy through which we create a story or several stories with the intent to achieve a particular goal: to inform, attract participation, motivate, make reviews and even sell. How can we reach prospective customers without being intrusive?

If we know well who will lead us, what are its main features, what tastes you have and how it behaves with our brand, it will be easier to create a story that gets hook them. In this sense, social networks have become the best channel to carry out a strategy of storytelling because of the communicative nature of the channel: direct, social, open to participation …

Most important are the stories storytelling. But what kind of stories work? First of all brands should put aside their “ego” if the customer wants to find out about a product or service will do for themselves. We must concentrate on stories of courage, they believe links to the user, that interests you and thrill you achieve.

Thus, to achieve the user imagine or “live” in your mind the story you’re telling is necessary to conduct proper planning: Who will lead me, what is the main thread of the story, what I want to achieve target , who are the protagonists of this story and what are its main phases.

From storytelling to visual storytelling: the importance of image and video

We have already seen how emotions play a leading role in the storytelling. If we consider the saying “a picture is worth a thousand words”, we understand the rise of visual storytelling. This variety in the visual content the main tool to reach users.

There are certain situations in which we want to convey what can not be translated in simple texts. Through a video or a picture we can understand other connotations that we would escape in a simple reading, we can understand why they wanted us to pass through that message and, above all, we can get excited.

If you look at a few factors we can see how the visual storytelling is not a passing trend:

  • Viralization and engagement., You know what is a “selfie”? How did you meet the Gangnam style? Video content runs like wildfire on the Internet. Viral videos have become an increasingly common route between brands to reach their users. If your video has good content creates interest or be achieved in a few million reproductions días.Asimismo, images in social networks generate greater impact than other content. If you look at Facebook, the same publication without photograph does not have the same reach and engagement among users. If you bet on an image, success will be greater.
  • Youtube Video King. Since I was born in 2005, YouTube has become the main portal to share and view videos. The platform for hosting video allows brands to create great marketing strategies around videos and even create their own audiovisual channel within that space. Videos are one of the most consumed content for internet users, in fact, among the youth sector has more relevance Youtube social networks like Facebook or sign Twitter.Otra high percentage of audiovisual consumption is the arrival of specific social networks video. Vine is the case, the younger brother of Twitter. The social network of the blue bird discovered how users used to use YouTube videos and other platforms in their tweets and did not hesitate to have their own space. Yes, here (as in Instagram) videos must be short-lived.
  • Instagram and Pinterest.’s Like video, but the images also. If Twitter has its own video platform, Facebook has his image: Instagram. The social network for sharing photos is one of the fastest growing number of users, which reveals the rise of the visual field on the network. A report by L2 Think Tank, the brands have a presence on Instagram 15% more interaction with other networks as Facebook.Y if there is currently a social network with great advantages for SMEs, that is Pinterest. Electronic commerce has found the platform in a showcase to show what they can offer. Did you know that 44% of eCommerce related content shared through this social network, according to a study Gyga?

As we see, the proliferation of social networks, video and photography is nothing more than the reflection of interest between users for this type of content. If users opt for the video, why not reach them through visual storytelling? We just apply the techniques we already know to create stories adding the audiovisual component. Your message will gain value and your marketing strategy will be enhanced.

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