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BEST
PRACTICES
&
STRATEGIES

Stand out from the crowd with visual storytelling

Only a few seconds decide whether a consumer reads • Graphics can reduce complexity and illustrate
a message or clicks it away immediately. Images help facts, making content easier to understand.
to make consumers perceive content in the first place
as our brain processes visual information 60,000 times • Infographics are a fusion of graphic and
faster than pure text. It is proven that three days after typographic elements; hence, they are suitable, e.g.
people have read information, they usually only to clarify relationships, functions, or time flows.
remember 10% of the content; however, if the same
information is conveyed with relevant images, the • Photos have little explanatory effect but can
proportion increases to 65%. The magic word is generate emotions. Just make sure the photo fits
therefore 'visual storytelling', which is highly effective in perfectly to the topic - otherwise it will not work.
a skillful combination of image and text.
• Videos are currently the most popular form of
The following tips might help you to implement visual content. Vidyard revealed in a study that more than
storytelling successfully: 70% of marketers say that moving pictures convert
better than other content. Videos are the easiest to
1. Use the right ingredients consume and are, for example, very suitable for
social media channels.
For “visual storytelling”, the entire range of visual forms
of representation is available - from graphics and 2. Develop a consistent world of images and
infographics to photos and videos. They all have picture language
different strengths, so you must find out which type of
visual content is best for you to achieve what you are Ideally, all visuals that you use during the customer
pursuing, and which talents are required. journey come from the same world of images, so that
the customer has a recognition effect.

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 18