One thing is for sure: Brand Storytelling appeals quicker to right-brain thinkers than left-brain thinkers. Dominant right-brain folks tend to be artistic, creative, innovative, and out-of-the-box thinkers which means they are immediately attracted to engaging visuals when they seek content. Marketers have a term for it - Visual Storytelling.

Visual Storytelling is the practice of using graphics, photo images, illustrations, artwork, and video to engage the attention of an audience. Visual Storytelling focuses on appealing to human emotions to motivate a response or an action. Visual Storytelling plays a critical role in building the Brand Story by helping to make your story more memorable.

There are tons of reports and statistics that support the impact that visuals have on bringing your story to life. Here are just a few:
  • Visuals are processed 60,000 times faster by the human brain than text (Harris Eisenberg, Thermopylae Sciences).
  • 90% of information transmitted to the brain is visual. (Amanda Sibley, HubSpot).
  • People recall 65% of visual content for nearly 3 days vs. 10% recall for text (Sibley).
  • People follow visual instruction 323% better than written instructions (Sibley).
  • Articles with images get 94% more attention than articles with no images (Brad Smith, Jeff Bullas).
  • Text with visuals produce a 40% higher response rate (Sibley).
  • Viewers are 85% more likely to purchase a product after watching a product video (Sibley).
  • The average person spends 88% more time on a website with video (Maryam Mohsin, Oberlo).

  • Visuals are a key ingredient in creating a successful Brand Story. The challenge is sharing the right visual to the right audience at the right time. When developed properly Visual Storytelling can play an important role in your Brand Storytelling efforts. Whether it’s a blog post with eye-catching visuals or an inspirational video, the more companies can reinforce a consistent voice, style, and message in storytelling efforts, the more they will connect with their audiences and build their Brand Story.

    Remember, the primary objective of Brand Storytelling is to earn the opportunity to start an initial conversation.
    CATEGORIES: Storytelling