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According to , over half the population are visual learners.ÌýAnd since that includes the majority of your audience, it’s important for you to learn how to use this visual storytelling to connect with them.

You can use visual storytelling to break down complex topics, and make them easier for your readers to consume and understand your content. This will help you deliver more impact and improve the results from your marketing efforts. But for most people, delivering a compelling narrative using visuals is easier said than done.

Luckily, there are some simple rules you can follow to help you with this. In this article, you’ll learn five tips for effective visual storytelling so you can inform, inspire, and in a more powerful way.

Without further ado, let’s jump right in!

How to create effective visual storytelling

1. Get to know your audience

In novels, it’s the characters who drive the plot. It doesn’t work the other way around. The same goes for marketing.Ìý

It’s hard to create effective content when you don’t know who you’re creating it for. So your first step is to find out exactly who your ideal customers are.Ìý When you know who you’re talking to, it makes it easier to come up with a clear narrative for your visual storytelling campaign.Ìý

So take the time to find out:

• Who your customers are
• Where they come from
• What motivates them
• Where they are going
• What their values are

With this information in hand, you will be better able to develop your story and incorporate visuals that are more compelling.ÌýÌý

2. Be authentic

When it comes to effective visual storytelling that connects with your audience at a deeper level, the most important thing is to be authentic.Ìý

In the world we live in, consumers are bombarded by video in , sponsored video ads, , and other types of media on a regular basis.Ìý

One of the side effects of this is that they have learned to spot a fake from a mile away. They know what manufactured, overtly branded, or sponsored content looks like. This means that you can’t promote anything without mentioning it.ÌýIn the viewers’ eyes, that would be just as bad as inauthenticity.Ìý

Of course, that’s not to say that you should conceal your intentions whenever you use visual storytelling to .ÌýJust make sure that, in everything you do, you are as honest and authentic as possible about the kind of story you’re telling.Ìý

Here are a few tips to help you be more authentic in your storytelling:Ìý

• Add some personality to your videos. The human touch is one of the easiest ways to signal authenticity in your videos.Ìý
• Make your videos personal and appealing.Ìý
• Make your story relatable and show your audience that you care about their interests and concerns.

You can also use images that reflect humour and convey an air of fun. There are ways to find humour in many topics – regardless of the industry you’re in.

Here’s a great example of what I’m talking about:Ìý

See how this big brand uses humour to and stand out in a market that is highly saturated?ÌýAccording to their marketing team, it all boils down to authenticity.

Here’s what the Charmin social media team had to say about it.

3. Show, don’t tell

Whether you’re using images or videos as part of your visual storytelling, make sure you choose compelling ones that have the power to support and drive the script.Ìý

Keep an eye out for periods where images are stagnant and audio dominates. If the audience has to stare at a static image while enduring a period of lengthy narration, their attention is likely to wander.Ìý

And if this happens, you will likely lose them to something else that’s more interesting.Ìý

Consider rewriting the script

Take out any irrelevant parts of the script so the images can do the explaining.Ìý

Gather perspective

Analyze your visual storytelling from the viewpoint of your audience.ÌýWhatever concerns you have in creating your visual story, they will be very different when viewed from the perspective of your audience.

For instance, say you or a member of your team insists on including an image that you use frequently inside your business.Ìý

When you watch from the perspective of someone in your audience, you may realise that the person doesn’t care about that particular image, or even have any idea what it is. This means that it won’t help your visual story.

You can replace it with something more relevant to your audience and your message.

Here’s a quick summary of ways to tell a more compelling visual story:

• Emphasise images that are important to the story
• Use short and sweet visuals to maximise engagement
• Use colour psychology to help you hold your audience’s focus
• Choose images that stimulate more than one of the senses

Visual storytelling can be particularly effective when used to teach because it’s engaging and allows the audience to of what they learned.

According to , half the human brain is devoted (either directly or indirectly) to processing visual information.ÌýThat’s huge compared to other senses like touch and hearing, and it’s the reason why people can process visuals so quickly.

4. Elicit a sensory reaction

Images work so well in marketing because they refer to real-life things and ideas. But they go far beyond just communicating places, things, and ideas. They stir memories and arouse emotions.Ìý

But most importantly, images trigger sensory reactions. They create warmth, instil fear, and evoke nostalgia. In other words, they awaken the senses.Ìý

Images that impact and stimulate the senses are particularly effective for maintaining viewing engagement. So use images like these to bring your story to life.ÌýAnd remember, colour also plays a huge role when it comes to triggering emotional reactions.Ìý

In fact, research has shown that up to is based entirely on colours. This is information you can use in your quest for more effective visual storytelling so you can keep your audiences intrigued and eager for more.

Important Note: Visuals with people have a bigger impact than those with objects.Ìý

That’s because we tend to remember pictures of people a lot better than images of objects. Consider changing some of your images for photos of real people as a way to make your message more memorable.

5. Avoid self-promotion

Although it may be impossible to do so at times, you should do your best not to be too direct in self-promotion.ÌýAs soon as the audience senses that you’ve shifted from narrating to selling, you’ll probably lose them.

So while you can’t avoid your branding or message entirely, there are certain ways to approach the ‘story vs. promotion’ scenario.Ìý

For instance, your first priority should be to give your audience a great story. From writing the script to choosing the images, your focus should be on telling the best story you can in order to drive the most engagement. Your visuals should be surprising and exciting.Ìý

When you can offer this to your audience, it makes it a lot less likely that they will stop listening when your brand or product shows up directly.

The good news is that by focusing on telling the best story possible, and doing your best to avoid self-promotion, everything else falls into place as a natural side effect of that. You can find inspiration in some of that were done in the last couple of years.

Summary

If you don’t feel that you are telling your best visual story, then use the tips in this article to help you forge stronger connections between your brand and your audience. You can also make use of psychology to ensure your audience engages with your imagery.

What other tips do you know for effective visual storytelling? Share your thoughts on our social channels

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This is a guest post by Prof. Ron Stefanski. He’s an online entrepreneur and college professor who helps people create and market their own online businesses.Ìý Learn more about Ron by visiting Ìý

You can also connect with him on or , or on his .