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The Power of Visual Storytelling in Content Marketing

How can visual storytelling help market a business?
In this day and age, content marketing through visual storytelling has become a powerful tool to engage consumers.

No longer is it needed for a large dedicated design team to serve up a quality dose of visual content marketing, as even a small marketing staff can easily capture photos using mobile devices and post them via Instagram, Twitter, Facebook, LinkedIn and other social media platforms and blogs in a matter of seconds.

How it works:

Visual storytelling allows you to promote your products without necessarily having to tell people about them.

Therefore, your prospects can decide for themselves without feeling pressured or sold. Through powerful visual storytelling, businesses can evoke emotions, thus, developing a deeper engagement with their audience.

But what makes powerful visuals?
Visual storytelling helps connect, inspire and engage your brand with your audience better and faster than a simple text.

Principles of Visual Storytelling

Recently, Getty Images and NewsCred collaborated to create a marketer’s guide to visual storytelling entitled, “The Power of Visual Storytelling”. It outlined the four key principles that make a powerful visual – authenticity, archetype, sensory and relevancy.


Because of the ever-evolving platforms of media such as Instagram, YouTube and Facebook, visual language today changes more rapidly than ever before. If you want to seem up-to-date, you have to keep up.

Nowadays, the consumer prefers something that they believe is real. They want contents that speak to them personally and show candid events of everyday life.

Authentic visual marketing draws emotions and passions from the audience. These users are then turned into advocates of the idea the brand is trying to tell.


For hundreds of years, archetypes have been used to tell stories. Nevertheless, classic storytelling archetypes are still a powerful storytelling tool being utilized today.

Brands create engaging content through learning about archetypal stories that form our values and culture. also uses the archetype visual storytelling technique on its movement to re-construct the modern woman’s image. Their contents aim to encourage women to pursue their ambitions.

Sensory Currency

Despite the fast-paced lifestyle and information overload, consumers still yearn for sensory stimulation. As technology takes a toll in our lives, we develop the desire for human contact, hand-on activities and other ‘real’ things.

This trend combines skills, appreciation and nostalgia to be able to make a connection between the consumer and the brand.

Squarespace, a website-building platform, creates great visual ads. The website’s creative, “Details”, which intricately features close-ups and sound bytes of seemingly normal events, succeeded in engaging all the senses.

Cultural Relevancy

Inclusiveness and diversity are just some of the issues that re culturally relevant in the era we are living through today.

Though not everyone favours social shift, incorporating cultural relevancy in visual storytelling makes for a good and powerful campaign as it creates a deeper emotional connection.

How can one create a better visceral and emotional connection between the audience and the brand using these four principles?

Design Effective Visual Content

In a webinar conducted by Content Marketing Institute, marketing professionals shared and discussed some strategies for maximising a content marketer’s odds of success when creating powerful visual storytelling content.

Keep the visuals timely.
Though not everyone favours social shift, incorporating cultural relevancy in visual storytelling makes for a good and powerful campaign as it creates a deeper emotional connection.

Stay on brand
Your designs must have a consistent motif and are brand-consistent. Make sure to use the corporate logos and colours so the audience can instantly tell what brand it belongs to.

Add humour
As long as it aligns with the brand’s voice and remains tasteful, a humorous visual content tends to perform well.

You must customize the visual content to the social media channel it will be delivered on. Every platform has different size requirements, so you cannot simply design an image and push the same material out to every one of them.

Support the story’s flow by creating shape
Visual stories should have a shape. Craft a story that reflects the path and emotion you want to evoke from your audience to inspire them to take on the journey toward a purchase.

Design visuals that spark curiosity
Images and graphics which are created to lead your audience to a deeper understanding of your company, service or product and help them solve their problems will make them want to know more from you.

Jump into real-time conversations
Join discussions that talk about your content, learn about your community, and share insightful and valuable inputs. You can create better connection, inspire movements and build tribes by participating in an ongoing conversation with your audience.

Key Takeaways

Powerful visual storytelling elicits emotions, therefore resulting in deeper engagements between the audience and the brand.

As a marketer, you should be able to know how to identify images that are emotionally powerful from the ones that are not.

Whether you tell the story through videos or still images, powerful visual storytelling makes content marketing more effective as it is through visual storytelling that you can build a closer connection to your audience, hence, developing greater awareness and quick grasp of the brand message, and creating a better opportunity for content sharing.

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