Tag Archives: The Power of Visual Storytelling

The Power of Visual Storytelling: Tips

 

visual storytelling tips

 

This is the last of the series of blog posts discussing the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by Ekaterina Walter and Jessica Gioglio.  This features their smart tips for social media photography.

 

 

Visual storytelling tips and social media photography tips:

  • Up your resolution to the highest resolution possible
  • Collages need to be of similar resolution
  • Divide your images into thirds either horizontally or vertically
  • Align your image slightly off center to make it more engaging
  • Variety matters, use a range of angles and setups
  • Take more pictures than you think you need
  • Frame your shot with less cluttered backgrounds
  • Use close-cropped images
  • Work the angles
  • Shine bright with lighting and filters
  • Show don’t sell
  • Celebrate occasions
  • Share great quotes
  • Include photos related to your company’s lifestyle
  • Inspire through the use of images by showcasing your company’s lifestyle, values, and opinions
  • Show how your products and services contribute to the greater good
  • Encourage emotion by featuring a sentimental side when appropriate
  • Propel action into a still image
  • Sprinkle in humor and have a little fun
  • Embrace creativity
  • Not all pictures have to have only one item
  • Go behind the scenes to make your customers feel like part of your brand

This is the conclusion to the blog series about the book The Power of Visual Storytelling.  I highly recommend this book.  I literally took twenty pages of handwritten notes from information in this book!  A special thank you to the authors Ekaterina Walter and Jessica Gioglio for letting me share some of their book.  I am not being compensated for this review, I just really think this book is great any business looking to grow their online marketing.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Responses

visual storytelling responses

Ekaterina Walter and Jessica Gioglio, authors of the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand remind us that anything can happen at a moment’s notice online. Companies need to identify common occurrences, both positive and negative.  It means looking for opportunities to create visual storytelling responses all around us.  Some strategies include:

 

  • Understand the most important factors that can influence sales and customer leads
  • Weather may be an important theme to craft content around
  • At key times of the year, companies can announce awards, rankings, events, speeches, partnerships, and make other announcements
  • Understand the most frequently asked service inquiries and comments, both positive and negative
  • Develop a robust content library to allow time for real-time opportunities
  • The best storytellers play off their audience responses to hit the message home
  • Extend the life of conversations and engagement as long as it is relevant
  • Look at the content fans are sharing each day

While on the topic of user generated content, there is a higher barrier to engagement if it is not natural for fans to share visual content.  Reward sharing behavior with a campaign, contest, and/or rewards.  Look for themes in the most common types of photos, videos, hashtags, and sentiment.

Choose a clear call to action such as a unique hashtag available across all social media channels.  Make full disclosure to customers how and where their photos and videos will be shared.  Highlight examples to show a range of creativity.  Give rewards and recognition by having an “image of the week” or randomly sending a thank you.

Customers can share their own content through videos shared on social networks like YouTube, Instagram, and the Vine.  Look at your content calendar to determine which video(s) will help tell your visual story in a way that other media cannot.  Think about your target audience, desired end goals, and what resources are available.  Evaluate the needs of your audience and show off your personality.  Mix up the content to a variety of different types and lengths of videos. Common videos include:

  • Announcements
  • Behind-the-scenes
  • Case studies
  • Celebrity partnerships
  • Community involvement
  • Company overview
  • Demos
  • Event highlights
  • FAQs
  • Goals
  • How-to
  • Live streams
  • Office tours
  • Parodies
  • Testimonials
  • Video blogs
  • Visual portfolios

Fan shared content as well as company made videos can show another side to a business. The key is to make the most of what customers are saying about you.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Shaping

visual storytelling shaping

 

According to the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by Ekaterina Walter and Jessica Gioglio, companies need to do visual storytelling shaping.  Each piece of content needs to have a clear theme and point of view as well as a take away message for the reader.

 

Content needs to be aligned with who you are as a company: voice, personality, and values. Once woven together, these themes shape your story.  It is important to list your goals and determine how visual content can help achieve them.  Ask yourself, if your company were a person, what would it look like in real life?

Embrace social media’s more personable, human side.  Look for the most commonly discussed conversation themes from your online consumers.  Shape your story and identify major themes to craft your visual content mix.  Look at your goals, company voice, and customer feedback by social media platform.

Determine Your Visual Content Mix:

  • The magic is in the mix to keep storytelling fresh
  • It allows you to deliver more personalized content to target audiences across different platforms
  • Evaluate your desired frequency per platform for posts, tweets, pins, etc.
  • Have a formula and clear plan of what steps you will take
  • Frequency varies by company and by social media channel
  • Quality content always trumps quantity and volume
  • Content must be interesting, important, and relevant to your audience
  • The usual shelf life of a tweet is considered an hour at most
  • The shelf life of a Facebook post is around 24 hours
  • Prioritize by social media platform the most important content themes that go into crafting your visual story
  • The mix needs to balance what is important from an ongoing visual storytelling perspective with goals, current events, questions, and general conversation from your customers
  • Content goals will likely change each month depending upon how much news your company has or tweets your making in response to fan engagement
  • Content should aim to be mostly upbeat, fun, motivating, and engaging
  • Outlining content themes makes it easy to identify what messages will be best conveyed as photos, videos, infographics, presentations, etc.

Authors Walter and Gioglio remind us to be listening and responding to what is being said about our company as well as learning the most commonly asked questions.  When we know that, companies can better respond to their own target audience.  This means setting goals and developing a strategy.  Our content will adjust in response to real time as we get live social media feedback.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Twitter

visual storytelling Twitter

The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand is a fantastic online marketing book for businesses.  Authors Ekaterina Walter (@Ekaterina)and Jessica Gioglio (@savvybostonian) do an excellent job of giving practical advice that businesses can apply to better market themselves online.  This particular blog post focuses on what the authors tell us about Twitter.

 

Twitter is an innovative marketing tool as well as a keen way for businesses to connect with their audiences and provide quality customer service.  In fact, of all the social media platforms, Twitter is currently the most popular with Fortune Global 100 Companies.

Super Twitter Statistics:

  • More than half of all links shared on Twitter are images
  • Over 460,000 accounts are created every day
  • 20.6 million adults in the United States access Twitter at least once a month
  • 177 million tweets are sent every day
  • 24% of Twitter users check Twitter at least once a day
  • 54% of Twitter users are male and 46% are female
  • 46% of users are aged 18-34, so a high percentage of young people
  • 67% of users more likely to buy products from brands they follow on Twitter

Smart Twitter Capabilities:

  • Companies that use Twitter gain twice the number of leads each month that their non-tweeting counterparts
  • Twitter cards make it possible to attached media experiences to tweet that link to your content
  • Tweets that link to participating websites can be expanded by users to show a whole range of media
  • If you add the code on your own site, you can determine what sort of content will be shown by a Twitter link
  • Users interested in a particular offer or promotion will be able to fill out a field on the card
  • That field links their existing information, allowing them to quickly register

Savvy Twitter Strategies:

  • Develop your company’s voice
  • Tweet around several key passion points
  • Provide company news and updates
  • Offer unique deals to your Twitter followers
  • Give your clients (and potential clients) excellent customer service
  • Know what you want your followers to associate with your brand
  • Give them reasons to follow your company
  • The photos and videos you share should integrate with your overall strategy
  • Show a more relaxed side to your brand
  • Each tweet should be able to be understood on its own
  • Mix up your content
  • Ask questions to spark conversations
  • Use links to articles, photos, videos, and blog posts
  • Retweet your followers
  • Find out what your followers are interested in and share that
  • Use hashtags (#) to join in bigger conversations on a topic or start your own (#)
  • Use calls to action including RT (retweet)
  • Consider the locations and time zones of your audience
  • Use Promoted Tweet or Trend features to support your key messages

Given the popularity of Twitter and its capabilities, it makes sense for businesses to follow these social media strategies in order to promote their business and provide excellent customer service.  A special thank you to authors Ekaterina Walter and Jessica Gioglio for letting me share some of the content in their book.

 

Image by Marcus Berg of Unique Angles Photography

The Power of Visual Storytelling: Facebook

visual storytelling Facebook

The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand is written by authors and social media experts Ekaterina Walter and Jessica Gioglio. They devote a whole section of their book to informing the reader about Facebook statistics and giving profitable strategies for businesses using Facebook.

With over 1 billion active users, Facebook allowed brands and organizations to set up public pages in 2007.  Text, image, and video posts can all be seamlessly integrated in a user-friendly design.  Businesses can encourage comments, likes, and shares from their followers.

Facebook Statistics:

  • Half of Facebook fans prefer the brand pages to company websites
  • Posts between 100-250 characters get about 60% more likes, comments, & shares
  • Post at least one to two times per week to stay top-of-mind and relevant
  • Pictures receive 120-180% more engagement from fans than text-based posts.
  • 200 million photos get uploaded to Facebook on an average day
  • 80% of social media users prefer to connect with brands through Facebook.
  • Facebook is available in more than 70 languages
  • Facebook accounts for 1 in every 7 minutes spent online
  • Facebook accounts for 3 of every 4 minutes on social networking websites
  • U.S. desktop users spend an average of about six hours every month on Facebook
  • U.S. mobile users spend an average of eleven hours every month on Facebook
  • 2.5 billion content shares a day on Facebook
  • 2.7 billion likes a day on Facebook
  • 15 million brand pages on Facebook

Facebook Strategies:

  • Create photos specifically to generate conversations
  • Ask fans to upload their own videos
  • Create campaigns specifically for Facebook fans
  • Photos and videos work really well
  • Great creative with your header photo by choosing something eye-catching and inspiring
  • Change the header photo now and then to keep it fresh
  • Offer creative visual contests to engage your fans in a sustainable way
  • Ask questions to spark engagement
  • Improve customer service by talking to fans, encouraging feedback, and sharing images
  • Encourage user-generated content
  • Followers relate more to brands
  • Fans feel like they are an active part of the product experience than a passive consumer

The authors recommend that businesses use Facebook in order to attract fans, build brand awareness, and increase customer loyalty.  The key is engaging in conversations with fans, sharing useful content, and posting pictures and videos (from the brand itself as well as from the fans). Facebook is a valuable social media platform with which businesses can tell their story and interact with their fans.

Visual storytelling can take place on Pinterest, YouTube, Facebook, Twitter, Instagram, Tumblr, and Slideshare.  We will look at more social media platforms as the Visual Storytelling series continues.

 

The Power of Visual Storytelling: YouTube

 

visual storytelling YouTube

 

Bed and Breakfast Blogging recommends the book The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand by authors Ekaterina Walter and Jessica Gioglio. Earlier, we gave an introduction to the book as well as featured some of their Pinterest tips.  This post will specifically look at their YouTube tips.

 

YouTube (the second largest search engine) began in 2005 and is owned by Google (the largest search engine).  It is great for brand channels since businesses can place an intelligent banner image, embed social media links, and even feature a thirty second video trailer.

Hyperlinks can be incorporated into the video itself to create a “clickable” interactive video. Streaming video delivers nearly three times higher brand awareness and 100% higher purchase intent.

Important YouTube facts to know:

  • The average YouTube viewer spends 900 seconds per day watching videos
  • 44% of YouTube users are between the ages of 12 to 34 years old
  • Over 829,000 videos are uploaded each day
  • 72 hours of video are uploaded to YouTube every single minute
  • 3 billion views daily on YouTube
  • More than 1 billion unique users visit YouTube each month
  • 70% of YouTube traffic comes from outside the United States
  • YouTube is localized in 53 countries and across 61 languages
  • 25% of global YouTube videos come from mobile devices

Authors Ekaterina Walter and Jessica Gioglio recommend that businesses be responsive to their audience.  Show an informal look at your company.  Video is a very flexible way to tell a company’s story and have a global reach. The key is to add value, inform, and entertain. This is a great way to do what social media expert Shannon Belew calls social selling.

The average video length is 2 minutes and 46 seconds.  Businesses should optimize their content for keywords used by their industry.  Discover the terms your target market is searching for and develop your videos around that.

Consider posting videos in response to comments and questions.  Let your fans and customers tell their own stories.  One of your videos could go viral (spread quickly over the internet).  Thus, businesses should use YouTube to tap into The Power of Storytelling.

 

Image by Marcus Berg of Unique Angles Photography

Power of Visual Storytelling

power of visual storytelling

 

Another great book is The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand co-written by Ekaterina Walter (cofounder and chief marketing officer at Branderati)  and Jessica Gioglio (social media manager for Dunkin Donuts). The back of the book says, “Attention is the new commodity. Visual storytelling is the new currency.”

According to this book, “Visual content in real time can give people a different perspective instantly.”  The goal is to create visual, shareable content that conveys your brand’s central message. Visual storytelling has the potential to:

 

  • Enhance loyalty
  • Strengthen customer relationships
  • Increase awareness
  • And much more!

With 6.8 billion mobile subscriptions at the end of 2012, about 96% of the world population has a cell phone. With the on-the-go nature of people’s lives in this present age, sharing user-generated images and visuals is happening in real time.  According to the authors, visuals are processed by the human brain 60,000 times faster than text!

Creating the right image to convey your message means you must know who you are as a brand, what you stand for, and how this relates to the goals of your customers.  The book reveals some fascinating statistics about what website visitors think is important:

  • 46.1% of people say that a website’s design is the #1 criterion for discerning the credibility of the company (research from Billion Dollar Graphics)
  • 67% of consumers consider clear, detailed images to be very important, and carry even more weight that then product information, full description, and customer ratings (MDG Advertising Research)
  • 51% of Americans trust user-generated content over other information on a company website

The Power of Visual Storytelling details the vast variety of visual content that is available for companies to use:

  • Images
  • Photography
  • Graphs
  • Drawings
  • User-generated images
  • Collages
  • Images with text overlays (captions, quotes, stats)
  • Word photos
  • Memes (imitated things)
  • Postcards and e-cards
  • Cartoons
  • GIFs (Graphics Interchange Format)
  • Infographics
  • Videos
  • Presentations
  • Aggregators

Collaborative storytelling benefits both customers and companies.  Customers get to see their images liked by fans of the brand.  Companies get insight on what customer motivation. According to BuzzFeed, every minute online:

  • 208,300 photos are posted to Facebook
  • 27,800 photos are shared on Instagram
  • 510,000 photos are liked on Instagram
  • 100 hours of video is uploaded to YouTube

The authors caution readers that there is not a one-size-fits-all solution to social media. Each network has its own character and audience.  Instead of being “broadcasted to” audiences want to feel “listened to” as we invite them to be part of the conversation.  The next series of posts will feature their tips for various social media networks, including:

Later we will highlight their tips to developing a visual story road map from strategy to implementation.  I highly recommend that businesses read The Power of Visual Storytelling!

Image by Marcus Berg of Unique Angles Photography