We are now living in a world of visually driven content, from the popular use of emojis to adverts on the television – we want to be interested by what we see rather than what we read, after all, seeing is believing. This has made the need for visual storytelling extremely important for organisations and their tactical media strategies.
Brands that are using visual content have found that it drives greater engagement with their customers. This is because visuals help us tell our stories quickly with impact and emotion – tone of voice, body language, lighting camera angles – they all combine effectively to help a brand portray their message.
This is all well and good, but the right visuals must be used. When the visual is powerful, the effect is magnified, however if the visual is weak or sometimes seen as ‘fake’, it can create a negative outlook on the brand.
However, consumer engagement delves deeper than just lighting, camera angles and tone of voice. Now marketers are using a range of techniques to make their campaign the best campaign, and today I am going to be talking about 5 best practices of storytelling that help brands capture their audiences’ eye.
- Show Authenticity: Dove #Speakbeautiful Campaign
- Archetypes: Robinsons ‘Pal’ Campaign
- Relevance: Cultural
- User-generated content