The Power Of Visual Storytelling
More than ever before, brands need to be creative, agile and customer-centric to stand out and make an impact with consumers. Telling your brand’s story, in lieu of traditional marketing messaging, will assist with this by engaging with consumers and forming connections.
Visual storytelling takes your content marketing to the next level. An image or a video holds a type of power that words alone cannot. Visuals are capable of evoking emotions and emotional reactions from the viewer. Visuals are more memorable, more eye-catching and drive deeper engagement than text alone.
What makes visual storytelling powerful?
People retain information better when it’s paired with a relevant image.
Simply put, photos and videos are more memorable than words. When you add striking visuals to your marketing content, chances are that people will likely remember it. Banff and Lake Louise Tourism uses their blog to tell stories of their destination and uses alluring images to accompany their narrative. The stories are informative and captivating but it is the images that draw you in and make you want to visit Banff and Lake Louise.
An image or video has the ability to encapsulate a complex story or concept in a single image.
This simple image WWF put out tells the complex story of climate change in a single photograph.
Visuals evoke emotions to drive deeper engagement.
With footage from the communities they work in, featuring volunteers and showing faces of the people directly benefiting from the work they are doing, Operation Groundswell produced a video that evokes care and compassion and drives people to take action.
Visual storytelling has a greater impact to inform, educate and persuade. It can be done through video, photography and/or graphics with better results.
In the hospitality sector, why is video critical?
Video is an opportunity for you to take your consumer through a sensory journey. When you tell your brand story in a compelling way, you have the attention of your viewer for the length of your video. It gives you an opportunity to provide insight on who you are, beyond the products you sell or services you provide. In addition to this, you are building a relationship with the consumer that goes beyond awareness of your brand.
The difference between a marketing video and a storytelling video.
A marketing video showcases the beauty of the destination or the amenities of a hotel. A storytelling video shares the narrative of the place – the history of the destination, the touching stories of the hardworking people running the hotel. Take Mukul Resort in Nicaragua. A marketing video tells you about the surf lessons you should take there and the beach you should relax on. A storytelling video tells you that Mukul resort’s founders work hard to celebrate and conserve natural resources in their country. That they have taken on projects including a partnership with farmers, giving them financial incentives to keep trees standing and implement water catchment strategies to more effectively retain water. Storytelling videos usually feature people, evoking emotion from the viewer and building a connection to your brand.
So where do you start?
Develop a storytelling plan of action. Take a deep dive on your brand from a people perspective. How do the people, history, food, and culture make up your brand? You want consumers to feel the immersive experience. A content plan includes a mix of visuals and platforms on which your stories will be shared. Another part of the plan is determining when, how and how often you want to tell these stories.
Storytelling experts work from a strategy down approach and can assist in crafting a visual storytelling plan. Contact LuxStory Media at firstname.lastname@example.org when you are ready to begin crafting your brand’s story.