brand story|Visual storytelling|Trees in Singapore|Visual Storytelling for Brands


September 11, 2015

Growth and Productivity, Scaling Your Business 4 min read

Improve Customer Engagement Levels with Visual Storytelling

As the popularity of social platforms has grown over the years, so does the demand for engaging and memorable visual storytelling--considerably one of the best strategies you can use to boost your content marketing campaign.

Visual storytelling is a great avenue for brands to share amazing experience that encourages trust, brand awareness, loyalty and builds engaging communities with their audience.

Producing a relevant visual storytelling campaign that truly captivates the attention from your audience all boils down to knowing type of content that resonates well with your consumers. An infographic from Widen suggests integrating visuals with stories to help you maximise your content reach and conversion. Here are telling stats that you need to know before creating your next content:

  • Social media posts with visuals deliver 180% greater engagement.
  • Tweets with images receive 150% more retweets.
  • Viewers are 85% more likely to purchase a product after watching a product video.
  • Images make up 93% of the most engaging posts on Facebook (up from 85% in 2012).
  • Articles that contain images get 94% more views than articles without.
  • Users clicking on photos of real people are 200% as likely to convert to a sale.
  • Blogs that integrate video attract 300% more inbound links.
  • Video is 53 times more likely to generate a first-page Google ranking.

Visual Storytelling


Type of Visuals to Boost your Content

Millions of content are posted every single day, how do you make sure that your content stand out from all the noise? That's right, through visual content!

Text-based content should still be a fundamental part of your marketing effort, but a right dose of visual content will go a long way because it sends out your message across without it being ignored from all other similar content posted online. These are the most common visual content that marketers can use to tell stories about their brand.

[caption id="attachment_3417" align="aligncenter" width="500"]Trees in Singapore Image Credit: Kai Lehmann/Flickr[/caption]

  • Eye-catching and relevant photos - Post your own or find stock photos that are share-worthy
  • Quote Cards - It can be inspiring, funny, serious or anything that mirror you company's values and branding.
  • Infographics - Designed to present a huge chunk of information into one visual format to make it easier for audience to understand.
  • Videos - Share videos straight to your social networks or other video platforms like YouTube and Vimeo.
  • Memes - Commonly used to poke fun at certain behaviour or style within a culture.
  • Branded Images - Use images that promote your company's selling point.
  • Screenshots - These are great in showcasing interesting snippets of your website, blog posts, or customer reviews.
  • Data Visualisation - Informative charts, graphs and stats that show industry-related facts and figures.
  • Cartoons - Both kids and adults enjoy creative comics so use them to get a massive social share.
  • Visual How-to Tutorials - It can be life hacks, recipes, and simple how to's when using your product.
  • Presentations - It has similar functions with infographics but they are often used to present complex and lengthy topics.


How to Create a Killer Visual Content Campaign

So what do you need to do to amplify your visual content to the next level? Here some useful tips and ideas you can use to jumpstart your visual storytelling campaign today.


Add a human element to your brand

Images don't just communicate about random things. They also have the power to spark an emotion, invoke awareness, question the status quo, and bring back memories. Visual storytelling performs even better when the audience sees the human side of your brand.

That is the reason why it's important to be always authentic because your audience can see right through you if you're just fabricating your stories in your attempt to attraction their attention.

Practical Tips:

  • People crave for genuine or candid moments. Behind-the-scene photos of your company is one great example.
  • Encourage audience to send their user-generated content and allow your audience to tell their story with your brand. This shows that you appreciate their effort and leads to positive connection with them.
  • Understand your audience by learning which type of content they prefer to read. Ask, listen and read their comments and reviews. Check out what topics are trending and issues they care about. From there, can you streamline your visual stories around those topics to attract more engagement.
  • Don't bombard them with too much GIFs, memes, funny jokes or other pop culture that don't relate to your brand.
  • Monitor visual content clicks by your audience to guide in your next content editorial campaign. Do an A/B Testing on your website.


It should be relevant and Share-worthy

Our brains are wired to look at any images that are beautiful, inspirational, interesting or mind-boggling. Your visual content might nail one or all of those points but it doesn't mean that it's relevant to your audience. Your content should agree with your brand values and resonate well with your users.

Practical Tips:

  • Stay consistent and relevant with the message used when presenting your visual content.
  • Strike a balance. Refrain from coming out as extremely promotional and exercise caution when creating visual stories based from specific cultural moments.
  • Reinforce your images with an caption that users will remember, or better relate to.


Create visual content that looks great

Here are some basic tips and tricks to when designing your visual content.

  • When framing a photo, use the Rule of Thirds, a photography technique to improve balance and composition on images.
  • Choose a great filter on your images and use it consistently.
  • Use fonts on your visuals that reinforces your brand's message. it should be something that is readable and legible. For most design situations, you will need two fonts--one for the headline and another for the body.


You don't need to be naturally gifted in the arts and design to be able to produce an exceptional visual brand identity. Go with visual content that you believe is genuine and relevant to your audience, one that people can identity and connect with and help create a positive impression for your brand.


Tools to use for creating your own visuals

You need not to be a designer in order to create stunning visuals that to aid you in your branding or content strategy. Utilise these tools to create your own visuals! Some of these tools are free to use, and offer a drag-and-drop system with preloaded templates or images.

For a whole list of tools, you may refer to this post: 20 Cool Tools for Creating Infographics

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