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Every morning, when you tap on your smartphone to catch a quick glimpse of the latest stories around the world, what do you see? You’re exposed to so much content that you have to skim through it to finally arrive at something that you would actually like to read.

‘Glancing is the new reading’

Today, most of the content is consumed on mobile phones and people want to get the maximum out of reading minimum text. To catch up with this ‘less is more’ fascination of people, advertising is going through a phase of huge transition – lengthy blogs have been reduced to paragraphs and sentences have been reduced to 140 characters.

According to a study by Nielsen, there are 27,000,000 pieces of content shared daily and we humans only have a limited reading capacity.

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As text continues to fade away, advertising has set foot in the era of visual storytelling, which involves communicating a brand’s message through the interesting mix of appealing imagery and minimal words that tell a story. Brands and marketers are increasingly embracing this cult of visual content to drive the best results for their marketing campaigns.

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Here’s a quick take on why visual storytelling works

1) Backed up by Psychology

The human brain responds better to certain colours or colour combinations. So, if the design of your creative incorporates all the essential elements such as, putting together the right ad copy, image and background colour, it can establish an instant connection with the users and influence them to buy a product or service.

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2) Facebook posts or Tweets with visual content boost user engagement

As compared to a standard post without an image, single image Facebook posts can generate more than 120% engagement for your brand. Similarly, if you’re uploading a photo album on Facebook to share updates about your latest brand product or participating in a networking event, it can lead to 180% more engagement! 

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3) The rise of visual-social platforms

According to a study by Forrester on more than 3 million user interactions with 2,500 brands, a per-follower engagement rate of 4.21% was delivered by Instagram posts.

With the popularity of Instagram and Snapchat, visual storytelling has taken a big jump. Looking at the type and scale of user-generated content of millions of active users in these platforms, there is a clear preference for images, videos & GIFs amongst users.

4) Videos – The most engaging form of storytelling

When it comes to user engagement, nothing beats videos. They are fun to watch, informative and turn out to be the most preferred choice for visual storytelling.

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5) Higher CTRs from viral visual content

If your visual content goes viral, that could be one of the best days for your brand. It’s recommended that you create visual content that contains just the right text description and picture.

How to get the right mix?

Well, A/B testing can help you with that. Make your content more clickable with the appropriate CTAs, correct meta tags/info, etc.

With the vast popularity and higher engagement rates delivered by visual content, brands have a lot to benefit by embracing the trend of visual storytelling.In fact, everyone’s doing it. It’s all about who’s telling their story better.


Want us to create an amazing visual storytelling experience for your brand?

Just drop me a line at neelanjana@affle.com and let’s get you started with that!

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