5 Ways You Can Use Storytelling To Improve Visual Marketing


A picture is worth a thousand words that speak to its recipients. An image, also, gives about a thousand impressions to people on the subjects in them. Based on both, people choose to trust or mistrust, buy or not, a product or brand. As such, the power that visual media, like images, videos, etc., have on people is a bargaining chip for companies. Using which they can attract attention to their brand.

If you are a company who have been utilizing visual marketing to draw in new leads, then you must know that a picture can make or break a campaign or message. However, akin to a language without grammar, images without a story is incomplete and have no value. Therefore, to ensure maximum effect, you need to include storytelling into your visual marketing ideas.

How to incorporate storytelling in visual marketing

Your customer needs a story to go with the images you share, and hence simply using stock photos is not going to cut it. Therefore, you need to give them what they are looking for: a personal connection with you and your brand. Something that can only be achieved through sharing stories, as opposed to plain images. You can track some similarities with Copycrafter’s online assignment help.

Here are five ways you can use storytelling in your visual marketing campaigns:

Through relevant images

The value of a picture is in the eye of the beholder. That is, your customers or leads are the ones that decide whether an image you shared in relevant to them or not. Therefore, when it comes to posting visual content, stick with the age-old slogan “customer comes first” and choose pictures that will be relevant to their needs.

An effective way to achieve this is to go old school and create a buyer’s persona, as it will let you know the possible interest of your future leads. Additionally, you should also focus on maintaining the relevancy of the photos by ensuring there is a logical context present. You can achieve it by using fonts, texts, and other visual and text element that can convene the message you are trying to share. It is easy to set a context once you have decided the goal you wish to accomplish by sharing the image.

However, one vital thing to take care of is to never overload a picture or visual content. There may be a lot of things that you want to share with your customers, but don’t jump the gun and load all of that into one picture. For that will make them unable to understand anything you are trying to say.

Through captions that tell a story

Ever been intrigued by the captions of images you see on Instagram? Yeah, us too.
A well-written caption can bring out the essence of an image and tell the story to those who could not comprehend it through a picture alone. Moreover, they can prevent people from mistaking the meaning and idea behind the picture, as there is nothing clearer than words.

What companies need to understand when using captions for their visual content is that the right words can invoke strong emotions in people. Content writers, in general, try to use sensory words like drab or dull when describing something to ensure that their reader can experience what is said. Likewise, for people to connect with you and your brand emotionally, you need to invoke their emotions through captions that tell a story. However, the captions should be relevant and to the point.

Through lighting that can have emotional effects

Similar to captions, lighting can have an emotional impact on people who see them. It is a psychological fact that we tend to fear dark or poorly lit places, whereas walk in confidently to a bright space. The proof of these effects can be seen in the way individuals respond to movies, and the way cinematographers and directors frame scenes.

For instance, in a romantic comedy, you will notice the scenes are either brightly lit or set outdoors. The lighting gives a warm and open feeling that one can enjoy and trust. However, if you take a look at thriller or horror movies, they use darker shades and lighting to maintain the somber and mysterious vibe.

Likewise, you can use lighting in photos you share to ensure a specific reaction in your customers and leads. If trustworthy is your goal, then go for bright lights, however, if you wish to maintain mystery, then dark lighting is the way.

By getting personal

There is an increasing trend in social media marketing that many companies follow, where they show insider shots or videos of their offices. What this achieves is the increase of trust that customers have on you, and the connection they feel with you.

The reason why this practice is, now, a trend is that people want to feel connected to things they like. The more open you are, the more they think you are genuine. It is also why people gobble-up Vlogs more than informational videos, or why celebrity candids are loved by many.

The small details of the lives of celebrities or a glimpse into the working of a company can make them seem human. Therefore, companies should take a more personal approach to visual marketing by sharing their stories and work life. One way you can achieve this is by sharing the interest of employees. Another method you can utilize is by sharing the stories of the people who are mostly behind the scenes, or you could go old-school and use an adorable mascot that can represent your company and its values.

By using customer content

In the era of the internet and scams, people strive to find authenticity and are harsh towards companies that stage things or persons who are phony. Therefore, you should try to be as unique and original as possible.

One way to achieve this and to get the trust of your leads is to not just share the photos you take, but also the ones that your customers have taken. The reason why this approach works is that people would rather believe customer word-of-mouth over a company’s marketing claims.
As such, you need to encourage your customers to take pictures related to your brand and share them with you. One way you can encourage them to do so is by offering them incentives in return for tagging you or using a particular hashtag on Instagram or other social media sites.