The Importance of Visual Storytelling in Marketing

Alexus Washington

By Alexus Washington

Video is constantly evolving its role in the marketplace.

Break through the Clutter

Over 81% of businesses are now using video as a part of their digital marketing strategy and nearly 86% of consumers would like to see more video from brands.

Why? Because of video’s versatility, creators capture and share a moment, connect consumers further with your brand, and resonate with your audience.

Within our agency, we know the quality of our work means staying on top of visual storytelling in the marketing industry. Whether it’s creating for social media, advertisements, or explaining a product, we’re consistently exploring new tools and techniques to see how video continues to develop. And mostly, we’re keeping up with (and maybe defining) the trends in the industry.

Here are the Top Trends in the Industry Right Now:

  • User-Generated Content

User-generated content offers trusted insight into your brand’s values and reliability. Using your greatest asset — the people you’re selling to — creates a trusted endorsement acting as a pseudo-internet review for curious customers or clients.

  • Short Form Videos

Facebook, Snapchat, Instagram and TikTok have changed the visual storytelling game forever. These need to be short enough to hold viewers’ decreasing attention span, but long enough to engage the viewer and convey your message. The sweet spot for these videos is typically 15- to 90-seconds long.

  • Live Streaming

Take your audience on a journey. Whether it’s an actual live event or more of a behind-the-scenes look at day-to-day operations, live stream videos allow for more “in the moment” interactive and personable experiences. Don’t forget to announce your live stream before starting it! Customers can look forward to a live appearance of the topic you mention rather than receive a notification and now be in a place where they can watch.

Raw and authentic content is what the audience wants to see! The 2:00 p.m. coffee runs, organic brainstorms even those messy desks!

  • Long Form Videos

A balance of long and short form storytelling is key. Long form storytelling (3 minutes and above) adds a sense of realness to a brand, focusing on entertainment and story rather than a product or service. These videos help brands build a community, focusing on rewarding those who really connect with your brand currently by providing in-depth information and insights..

Be vulnerable and allow yourself to break away from those templates. It should feel like a casual conversation with an old friend.

How to Stand Out

In a marketplace vying for everyone’s attention, it’s crucial to break through the clutter. Brands should focus on stories, not sales.

Stay Relevant. Customercentric

  • Be flexible and able to adapt to current needs of customers in the market.
  • Put on the customers shoes. In a constantly changing market, it’s important to understand how people experience your brand.

Be Authentic. Find the heart of your brand.

  • Lead with your purpose. All brands should have a clear vision and a core idea of why they exist. Keep your voice consistent and stay true to you and your brand.

Empower your Audience. Listen to and engage with your audience.

  • Create content that is personal to the consumer. Show them how your product or service solves their problem.

Lastly, video can be used in just about every marketing campaign you’re working on. Including video production in your marketing strategy instantly increases efficacy, as trends are pointing toward visual assets as the quickest way to capture customers’ attention. With a variety of production styles, lengths, and efforts, there are video options for every marketing budget.

Ready to implement video and drive engagement with broad awareness? Contact us and we’ll show you how.