If you’re a fitness freak (or just aspire to be one, like me) then you probably have your social media stream full of “Fitstagrammers”. A Fitstagrammer is someone who posts their story to Instagram, or another social platform, with the purpose to tell their fitness journey. Many of these ‘grammers also get paid for promotions! Well, let me tell you that you don’t have to be super buff in order to get paid to tell your story.
So let’s talk more about this visual storytelling and how it can bring your business a higher profit along with better value to your audience. Social Media Examiner’s 2017 Social Media Marketing Industry Report tells us that 85% of marketers are using visual effects in their efforts and seeing a significant effect. Cisco also predicts that video will account for 80% of all internet traffic by 2019. Because consumers are more savvy and exposed to more brand messaging than ever thought was possible, now is the time to make your content shine. You have to wow your audience and a great way to do so is through storytelling. Powerful stories have the ability to stick with people forever.
Posts with images on Facebook get 2.3 times more engagement. Tweets with images are retweeted two and a half more times than tweets without images. Do an audit of your online platforms (website, social media, emails, apps, etc.) and make sure you and your team are always using a visual to capture your audience’s attention. It may seem like an obvious tip, but the numbers don’t lie and this is a crucial element to reinforce. Remember when you’re posting that all of your content have a consistent visual identity. The strongest brands are easily recognizable by their look, feel, colors and other visual elements. This is a great opportunity to include a photo style section in your brand guidelines that details key photo characteristics and guidelines on image use for different platforms.
Now that you have some visual style guidelines, let’s get back to your brand’s value. As Simon Sinek said in his TED Talk: “It’s not what you do, it’s why you do it.” Customers don’t connect with what you’re selling, they connect with WHY you’re selling it. Remember what your customers care about and what makes them tick. This is where you can take the opportunity to storytell with a video. Sometimes an image just can’t convey enough value and in today’s Social Age, there are plenty of opportunities to get a quality video in front of your customers. Red Bull is a great example of a brand that gets creative with their visuals. They sell energy drinks, but they make their brand videos about energy. They know that that’s what their customers care about so they produce content that caters to that.
While on the topic of videos, I am a big proponent of Facebook Live and other live streaming videos. When used appropriately, you can catch your fan’s attention and give them a little FOMO. On Facebook, everyone who likes your page gets a little notification when you start a Live video. This encourages viewers to join in and engage with your content. They can leave live comments as events unfold on the video. I love to use this feature for exclusive events that we have spent a lot of time and content promoting. This keeps the hype going and encourages fans to participate even when they aren’t there in person. National Geographic uses this technology to stream their Safaris, giving their audience a front-row seat to something extraordinary that they might never personally experience.
I hope that this information has inspired you to storytell with your visual content marketing. Don’t be afraid to research and explore options and spend a little time brainstorming. There are so many different ways to storytell. You can try sourcing user-generated content, working influencers, or highlighted employee stories to get a personal point-of-view. Technology is amazing and there are more visual elements you can play around with like 360-degree photos, infographics, GIFs and real time photos. The possibilities are truly endless!
What’s your favorite form of visual storytelling? Leave me a comment below!