MARKETING ADVICE

Engage Your Audience Better with Visual Storytelling

Visual storytelling uses graphic design, infographics, illustration and photography to convey information in the most engaging way. People respond way more to content that includes a visual element—for example, studies show that blog posts with visuals drive up to 180% more engagement than those without.

You can use visual storytelling both on your social media channels and on your website with these simple guidelines.

Be authentic. Stock photography is fine, but truth be told, it won’t carry the authenticity that your own photos will. Your customers will better connect with your business if you use candid shots that show what your company is all about. Your images don’t have to be perfect—they just need to accurately reflect your brand. They can be of you, your shop, your employees, your customers or even community events you attend. Personal images will help your audience get to know you better.

Make it about people. We are biologically programmed to engage with people looking straight at us, so eye contact even in your images will draw people in. Plus, compelling images of people who play a role in the story of your company will humanize your business. Pro tip: When you’re out shooting with your camera, take lots of pictures—way more than you think you’ll need. You’ll have a better chance of getting just the right image, plus have several to choose from for all of your marketing materials.

Think outside the photograph. Visual storytelling isn’t limited to photos. You can use infographics, videos, illustrations and other design elements to communicate your story. Be as creative as you want—just remember that your goal is to build relationships with your audience. One idea is to create an introductory video for either your website’s homepage or About Us page that tells the story of who you are. Why did you start your company? What are your values? How do you make the world a better place?

Align your pictures with your messaging. While a picture is worth a thousand words, you may want to include captions or other descriptor text along with images to make your story clear and complete. Just be sure that your images and your text align with each other. For example, a study found that using pictures of people smoking with an anti-smoking message had the unintended effect of encouraging, not deterring, the use of cigarettes. Ask yourself, if the images on your website stood alone without text, would they clearly communicate the right message?

When it comes to visual storytelling, first impressions matter. A good website design instantly conveys your message and drives users to action. Call Amy or Nina at 888.388.5778 to switch to a new theme or build a new design.