You might be wondering, what is visual storytelling? By definition, visual storytelling is the use of any viewable media to relate your message to your customer base. This can include anything from infographics and images to video and illustrations. Although visual storytelling has been around for quite some time (think cave paintings) we have seen an uptick in image and video based storytelling in the last few years, thanks mostly to the social media boom. So why does it matter? And how can it actually help your marketing efforts?

Meet your customers where they are.

A big part of visual storytelling is that it allows you to meet your customers where they are, on social media. Close to 70% of US adults use some form of social media (with Facebook and YouTube having the highest usage rates), and that percentage grows as younger, tech-savvy generations grow older. Social media platforms have been limiting non-visual content for years by implementing word limits and favoring of posts with images and videos. With the introduction of new platforms like Snapchat and Instagram, the push towards telling your story through graphics is continuing to grow. 

Grab their attention. 

The average attention span of today's customer continues to wane, dropping from 12 seconds in 2000 to 8 seconds in 2015. This means you have even less time than in the past to grab the attention of your customers before they move on to the next thing. You need to be able to create something that can cut through the noise and get noticed in a sea of ever-changing content. Visuals are processed exponentially faster than text, and it is proven that text is more easily remembered when paired with an image. But beware, not all graphics are created equal. 

So how do you effectively tell your story?

The first question you should ask yourself is "What is my brand's story and who is my audience?" Once you are able to pinpoint these answers, you will more effectively be able to choose the right platform and visual media to speak to them. There are three things you should always consider when creating your content. 

Authenticity

With an overwhelming amount of advertising filling our feeds everyday, we are always on the hunt for something that feels more authentic. So although using images in your post is better than not, users are becoming more immune to the use of stock photos and inauthentic messages. You want to reach out and connect with the emotions of your customers and make them feel something that they will come to associate with your brand. Nike does this extremely well on all their social platforms, targeting a feeling and "that drive" that their customers can relate to.

Relevancy

A great way to pull in your audience is to give them something they are already looking for - make your content relevant to what's happening in their lives. Use popular trends and current events to boost your story in a way people can connect with, paying particular attention to what's hitting in your industry. Proctor and Gamble did a great job of this in their recent ad "Thank You, Mom" where they used the relevancy of the Olympic games while telling their story of moms who are driven to help their children succeed. 

Tell an Actual Story

Its important that your visuals aren't just graphic fluff. Make sure each piece is a link in your overall brand story. Make sure your message conveys your mission and brand values while catering to your target audience. A great way to do this by telling the story of your customer. This is a strategy that airbnb has used to their advantage. 

So how do you get started? Remembering these three strategies, dive in and start taking photos and shooting videos of real things happening in your business. Don't dream up a fake culture or forge stories just to grab people's attention. When your audience finds there is no substance behind this imagery, they may feel misguided and may not trust your brand.

When you get started, don't put pressure on yourself to create the next great Super Bowl ad. In fact, we have seen more success with raw, authentic video than highly produced video. So go start posting images of your daily life in the office, interview one of your veteran employees, or tell a story about one of your greatest customers. As you dig deeper and deeper, your culture and that "thing" that makes you different will start to show. You may already know what makes you company unique, but it may not be clear to your audience until you start using visual storytelling.