We all love stories. Remember when our parents used to read us a story before bedtime? Now we are binge-watching our favourite film or series on Netflix. The earliest form of storytelling through oral tradition was to convey information, entertainment and values from sender to receiver. And in the current digital landscape, storytelling offers numerous opportunities for winning, captivating and retaining the attention of audiences.
The shift in the media landscape from offline to online has caused brands and companies to apply (visual) storytelling in their communication. Storytelling conveys that a message or theme is better expresssed and received when told through a story. By adding images and media, you can stimulate the imagination of the audience. As a result, emotion rises and creates a memorable experience. Therefore, using storytelling techniques in content marketing is a powerful way to capture and retain the attention of your audiences. In the end, we stories primarily aim to surprise, not to sell.
Once upon a time...
Stories have been used to convey messages since the start of humanity. The basic characteristics of an engaging story are described by philosopher Aristotle around 335 BC.
He states that stories should have a beginning, middle, and an end. This shows that stories can be structured and designed.
According to Aristotle, emotion and humor also are a crucial storytelling element in order to grab and surprise the audience. He argues that humor is the way to break predictability. Stories are best if they are short, powerful and honest. Much like Shakespeare once said: ‘’No legacy is so rich as honesty’’.
Our wonderful brain
What makes storytelling so effective for reader engagement? We can thank the functioning of our brain. Seven areas in our brains become active during the processing of stories. In case of extensive stories, for example, our visual imagination is simulated while reading. This makes chances that the brain remembers the story more likely. However, this stimulation of the brain does not only occur to reading, but also to the stories that we hear or see.
Source: YouTube
This animation is from an experiment from Heider and Simmel (1944). They showed this video to people who then had to describe what they saw. What Heider and Simmel discovered is that a narrative arose from this abstract film with moving geometric shapes. Viewers often described characters with emotions, motivations and a purpose in these forms. People tend to think in narratives and our brain wants to be able to make a connection between cause and effect. And if we are involved with the story, this can lead to action. Stories cause emotional reactions that allow people to take actions based on the emotion they experience.
Show, don’t tell: the power of visual storytelling
The power of visual storytelling lies in stimulating the senses. The use of text, image, video, animation and audio to appeal to our imagination. Our brain loves images because they are easier to process and remember than just text. Imagery ensure that information is decoded and recalled by our brain much quicker. In addition, the attention of the recipient remains optimal because the brain is not only processing text. Sometimes words aren't necessary at all. At the same time, visuals easily cross language barriers to convey a message, regardless of the recipients' language or background. We all speak the same language, a visual language.
With visual storytelling in content marketing, you tell a story of your brand through the use of descriptive images, infographics, animations and videos. And that story can be told through one or more expressions through different channels. What's important, is that the coherence of these expressions must always be consistent. Meaning: the same design (i.e. corporate identity), tone-of-voice and sticking to one message or theme in an omni-channel approach. That way, the audience can understand the message, get involved, retell it and ultimately share it among other audiences.
Source: YouTube
Storytelling became an ongoing practice
The application of visual storytelling in the digital landscape is reflected in all kinds of forms. The most popular form at the moment is the Stories feature on social media. We're also seeing increase in the use of video formats, such as vlogs or (mini) series. The traditional division of roles between "broadcaster" and "listener" has therefore gradually disappeared in the digital world. On social media, you are both the sender and the receiver. Everyone has a stage and find the stories that appeal to them by demand. Being talked about or going viral ensures that the essence of your story is preserved.
How can you start applying storytelling techniques in your marketing strategy?
How do you effectively tell your story as a company? In which way do you inform and convince your audience with both visual and written content? Remember that visual storytelling makes a major contribution to attention and engaging people with what you have to say. Humans remember 80% of what they see compared to 20% of what they read. And 83% of "human learning" is done visually. No wonder video content is so popular in transferring information nowadays in contrast to written content. If you want to start applying visual storytelling techniques in your marketing strategy, here are a few pointers:
- Stick with the plot
A story has a beginning, middle and an end that together form a plot (theme or message). The story does not necessarily have to follow a chronological storyline, but the plot must remain clear to the audience. - Recognisable
Ensure that (elements of) stories are always consistent in tone-of-voice, structure and design. This way, the receiver recognises and understands the coherence of all content regarding the entire story. - A picture says more than a thousand words
The way we consume content has changed. Use a well-thought-out mix of text, image and other media to keep the reader's attention. - Make it snackable!
First impressions count. Depending on the amount of content you put in one message, make sure the message is clear at a glance. This way, it is not only easy to scan but it also arouses the curiosity of the reader. - Play with colour
Colours can trigger emotions, this is called ‘colour psychology’. Wrong colours can, for example, have a repellent effect, but the right colours can also reinforce emotions in a story. - Leave room for imagination
Sometimes you don't have to tell everything. The omission of information or image can also evoke the imagination to fill the gap with the association of the reader himself. - Symbolism
Is it possible to replace the text with images or symbols? Please do! Symbolism works well to convey different information instead of using words. Think for example of clouds for sadness or dark times or a light bulb for a new idea. - Pick your campfire
In the old days, stories were told around a campfire. Nowadays, you have a wide choice of digital channels to convey your message. Therefore, carefully choose the right channels that match the type of visual content. Does your content only consist of visual images? Then use Instagram for example.
Inspirational storytelling examples
Ready to give your story a visual enhancement? With Maglr you can create interactive content that will grab the attention of your audience. Log in or start a free trial.
.jpg)
