Margaret O'Connor
05/08/2015

Visual Storytelling

For those who aren’t designers, and let’s face it, a lot of us aren’t, there are some amazing internet programs which anyone can sign up to for free, which enable users to create highly appealing images for a range of platforms. Whether it be for email, social media posts, blogs, newsletters, company reports and virtually any type of marketing collateral your business distributes, there is no reason why you can’t engage your audience with appealing visuals.

We are finding that more and more, users are much more likely to be engaged with content, of any type if it is visually appealing and that it complements the purpose of the content. This part is key, so you will do well to remember it – your visuals must have a purpose. They must be connected to the message you are attempting to portray. Don’t do it for the sake of doing it, and make sure that it aligns with your business branding too.

iPhone photography

You will have heard the saying, ‘a picture tells a thousands words’, or at least some variation of this. What this saying tells us is that users are able to make a connection with an image in a way they just can’t with the written word. It’s why social media platforms such as Facebook are tweaking their algorithms to allow visuals and video content greater organic access to followers. YouTube as a platform is growing exponentially.

Now having brought up the topic of video content, I cannot escape talking about how costly it can be to produce. If you’re looking into creating video content with a film crew, actors, proper lighting equipment, and location; then be prepared to pay big bucks for it. Let’s be realistic; there are not many SMEs who can afford this luxury. So how can you create video content at a fraction of the cost?

Believe it or not, a half-decent camera with recording capabilities, a small wireless microphone, which can be purchased at a minimum cost, and a room with good lighting, practically anyone can create video content. You could create a weekly video blog and post it to your website and social media accounts. You could create easy-to-understand ‘How To’ video content for your website, or even as an after-care service once a customer has purchased a specific product.

There is so much more to visual storytelling than video content. If you begin to think along the lines of image-heavy blogs, infographics, and social media posts, then soon a world of visual content opportunity opens up. Programs such as Canva.com and Infogr.am are just two examples of easy-to-use, free to sign up, online platforms, which allow you to create appealing visuals to suit your needs.

You needn’t create brand new visuals for each and every piece of content you want to create, either. Repurpose it! Yep, we all do it, and there is no reason why you can’t do the same with your visuals. Imagine if you create a series of social media posts which all relate to a competition you run for your followers; you would use the same image across these posts to create a sense of continuity and recognition. Once your followers have been exposed to the image associated with the competition, they will instantly recognise the image and make the connection to the competition, without even having to read the content that accompanies it.

Instagram sml

What about the visual-rich platform of Instagram? If you own a restaurant or café, do your research and find online influencers in your industry. Yes, I am talking about those people who take photos of their food and post them to their Instagram accounts. If you find the right people within your city or town, you will be amazed at the number of followers these people attract. There is often a very little cost involved too, apart from the free meal businesses will offer influencers in order to have their business name mentioned, and, therefore, recommended.

Visual content is changing the face of the web. Don’t get me wrong, the written word is still, and always will be, highly relevant and important, especially when it comes to your website and your SEO strategy, for example. But the way in which users can absorb the written word can be made so much more engaging with the right use of visual content. So why don’t you give it a go? If you’re looking for advice, you know you can always chat to your Account Driver here at Get More Traffic; we’re always willing to help drive your business. Call us today on 1300 332 256 or visit our website.

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