The Importance of Visual Storytelling to Marketing Strategy

Visuals Provide Authenticity, Personality

I find the phrase, “Content is King”, to be somewhat ironic.

In the game of chess, your King can only move one space at a time, while your Queen can make some real power moves. Losing your King means you’ve lost the game, but you’re playing handicapped without your leading lady.

In terms of marketing strategy – if “Content is King”, visuals reign Queen.

Visual Storytelling

Often times, images and videos hold more power over your audience than words. A few well-written paragraphs can sway opinions, but a well-told visual story can move mountains.

Compelling visual stories exude authenticity and personality, embrace real life, and convey your message from a humanistic standpoint. They drive deeper engagement by evoking emotions – love, sadness, laughter, sensory stimulation – instilling connection and openness within the viewer.

Psychologically Driven

Knowing your potential clients and customers means understanding human behavior. When you consider the facts that humans are visual before verbal and make more decisions based on feeling than thought, it makes sense that visuals tend to be a highly effective tool when trying to get people to take action (Resource Media). However, visual doesn’t automatically equal effective.

Image and video advertising sparks desire and aligns with perception. Intentional marketing tells your story in ways that inspire the right types of people to do what you want, whether that’s buying your product or donating to your cause. It’s not about first impression – it’s about immediate impact.

Communication Strategy

Failing to make visual storytelling the primary focus of future marketing campaigns is voluntarily choosing to play without your Queen from this point forward, limiting your reach and forcing your brand to compete at a significant disadvantage.

Display and video can be expected to become the fastest-growing digital ad formats, so the way your brand is seen – literally, seen – will be most critical to the decision process and buying cycle. From acquisition to conversion, persuasive imagery causes your company voice to speak to users on a real level deeper than descriptive copy. Instead of just explaining to users why your product or service is necessary and applicable, visual storytelling is your chance to show them.

For some tips, tricks, and great examples that showcase a variety of unique and different approaches, check out this blog about using visual storytelling as the key weapon for content marketing. On the other hand, if you’d like to see how we can help your brand visually tell its story through video, check out our Video Portfolio and/or request more information on our Video Marketing services.


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