We live in a digital world. As technology use becomes more and more prevalent, the minds of consumers are starting to change.
In the year 2000, the average attention span was 12 seconds. Not very long, huh? Studies have actually shown that in 2015, the average attention span dropped to 8 seconds. For comparison, 8 seconds is shorter than the attention span of a goldfish.
So how do marketers combat this? The answer is in using visual story telling. This type of marketing has a higher chance to catch an audience member’s attention than any other form of marketing.
Why? Fast Company, a marketing company, claims it is because the human brain can process images 60 times faster than words. The human brain craves story telling.
As marketers, we can study this phenomenon and use it for our benefit. Ad Espresso, a Facebook Ad Management and Optimization company, shares 4 tips to help engage your audience with visual storytelling.
1. Use videos
Videos can get up to 12 times more shares than any other type of content. If pictures are worth a thousand words, how much do you think videos are worth?
2. Use fan-submitted images
If you are looking for ways to increase engagement, using your fans’ own images is a great way to connect with your audience. Not only does using a real testimony give credibility, it also shows you appreciate their commitment.
3. Use a mascot
This is a great way to help audience members connect with brands and their people. Studies show that brand mascots are more effective at creating a social buzz than celebrities.
4. Use captions
Use a few words or sentences to explain what the audience is seeing. Captions can help audience members who are new to the brand. Following the caption with a link or hashtag can connect this image or video with your brand.
A great example of successful visual story telling is seen in GoPro‘s recent marketing endeavors.
The first thing GoPro did was inspire consumers by giving them examples of compelling visual content. The company did not make boring how-to’s for their product, but let their product speak for itself.
GoPro also shares a lot of user content, which is one of the four tips I discussed above. GoPro promotes a variety of its users regularly, making this company a perfect launching pad for creative minds.
GoPro has positioned their product as a tool for making memories and immortalizing the human experience, making it invaluable to its audience.
We, as marketers, should be aiming to do the same with our company-to make it invaluable to our audience. This is why utilizing visual storytelling is not only extremely important, but also an amazing opportunity.
Use visual storytelling to connect with your audience, have fun, and tell your story.