In today’s digital world, it is not enough for brands to just tell their stories. With the amount of content being shared online via websites and on the myriad of social media platforms, businesses of all sizes need to cut through the noise and capture attention immediately and impactfully in order to create impressions on their audiences. To do that, they must incorporate visual storytelling into their marketing strategy. Visual mediums such as photographs and videos are the best way to capture the short, and often overloaded, attention spans of the American public and promote your brand to prospective customers and job candidates.
Video
According to Hubspot, video has become the most commonly used format in content marketing and 80% of marketers claim that video has directly increased sales.
It is no secret that video is the most engaging way to convey your message across multiple platforms. Whether you aim to promote your product or service or share your company’s story, a quality video can help you achieve your goals. A well-made video can capture attention and convey your brand’s story quickly to either a wide audience or a targeted group of prospects depending on the platform you choose.
Video is also versatile. There are many types of videos being used successfully by companies in both business-to-business and business-to-consumer marketing. Here are five popular and effective video formats:
- Explainer Video – Typically featuring motion graphics with a voiceover, an explainer video describes the product or service your business provides
- Product Demonstration Video – A video that shows the features and benefits of your product or service.
- Brand Video – A video that tells your company’s story.
- Client Testimonial – A video in which satisfied clients/customers describe the outcomes they achieved by using your product or service
- Spot Advertisement – A 15- to 30-second commercial or advertisement.
No matter which format you choose, a quality video will surely capture your audience’s attention and help to build your brand.
Photography
Like video, relevant imagery can capture and engage your audience. While many marketers rely on stock photos, it is well worth the effort to incorporate original photography into your marketing strategy. Original photography forms a more intimate connection with your audience. By depicting your brand visually, potential clients will see your people and/or products and form an emotional connection that far outweighs one that is evoked by canned imagery.
Here are five advantages of incorporating original photography in your marketing strategy:
- Grabs Attention Quickly – It is often said that in today’s fast-paced world, you have less than 3 seconds to capture your audience’s attention before they “scroll” by. A captivating photograph will always grab your audience’s attention over a stock photo.
- Increases Audience Retention – It is said that the human brain processes visuals approximately 60,000 times faster than text and that people remember nearly 80% of what they see as opposed to only 20% of what they read.
- Evokes Emotions – Whether you are selling directly to the consumer or to a business, you are still selling to human beings and, inevitably, emotion comes into the buying decision. Photographs can create an emotional response and trigger a buying decision.
- Establishes Credibility for the Brand – Using original photography shows that your brand is strong and that you care about the details.
The way that humans consume information has changed tremendously with the advent of digital platforms. This evolution has led to information overload on the part of consumers. To be successful, businesses need to find the most effective ways to cut through the noise and capture the attention of prospective buyers (and even potential employees). The fastest and most effective way to do that is to harness the power of visual communication by demonstrating your brand and its products and services through visual mediums. Two of the most effective visual mediums – video and original photography – can help grab attention quickly and lead to message retention, brand awareness and engagement.
