Boundless horizons of Visual Storytelling

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Visual storytelling is about bringing an engaging digital experience to online audience (that is also very visual), while providing tactical takeaways to brand marketers. It focuses on the impact of compelling imagery, and defines four principles of visual content; these are authenticity, sensory, archetype and relevancy.

Our time is all about finding new ways to draw customer attention to brands in the least disturbing way possible. 21st century is about socializing in social media, bringing relationships into a digital level. People are keen on having an audience to share every moment of their daily lives.

We live in a digital era, where everyone surrender to information overload, and eventually develop a thirst for a constantly renewing information-well. However we are more likely to host info streams that we can identify ourselves with, thus looking for moments that feel real. Authenticity is about presenting something familiar, a setting that triggers the viewer’s memories, experiences, past sensations and builds a stronger connection in his brain. This kind of connection secures a firm and stable bond to a brand mark.

The power of UGC lays in authenticity and openness creating strong ideas. Through genuineness of images, brands can show that they understand you, your life and concerns – states Micha Schwing, Getty Images Director of Content Strategy. We believe that an ad can be more impressive if it presents everyday life moments with casual people, rather than airbrushed images.

According to research from Nielsen, there are 27 million pieces of content shared each day. When our senses are attracted by a powerful image, we feel the urge to share it with people surrounding us. With the amount of information in the world doubling every 18 months, visual stories are becoming more important to brands and individuals alike. A story cannot be told more powerfully than with the help of appropriate pictures or videos. This is due to the fact that 83% of human learning is visual (Source). It is also worthwhile to mention that 44% of users are more likely to engage with brands if they post pictures (Source). An image can speak a thousand languages, express dozens of emotions, so it is worthy to utilize them to attract the public.

Branding is built on achievements of psychology, undisputedly. Psychologist, Carl Gustav Jung was the first to describe several archetypes that are based on the observation of differing but repeating patterns of thought and action that re-appear again and again across people, countries and continents. His concept is built on the idea that we all have basic archetypes within us.

‘Through understanding the archetypal stories that shape our culture and values, brands can create more engaging content and better connect with their audiences.’ – says Pam Grossman, Getty Images Director of Visual Trends.

The most pertinent branding archetypes, for instance, are Caregiver (baby products), Lover (cosmetic industry), Explorer (outdoor clothing), Hero (machine industry), Magician (cleaning supplies production), Everyman (pharmaceutical industry). If a brand can create clear linking to one of the existing archetypes, the product will be more easily approximated to the consumer’s mind, develop personal relation and association with itself.

In the age of globalization, we shall not forget about our cultural heritage, however staying culturally relevant is crucial for every occupation. Delivering localized content in real-time is the ingredient of staying in the race.

We advise you to take risks while creating content as being progressive is the only way to lead prospering business. Let people to catch up!