10 benefits of visual storytelling (Infographic)
Claire Holland, director of marketing communications for agencyEA, describes why visual storytelling is so important
Humans are visual creatures. Ninety percent of the information transmitted to the brain is visual, so it’s no surprise that visual storytelling catches your audience’s attention. Studies have shown that our brains retain and transmit much more information — and process it more quickly — when it’s delivered visually.
For example, visuals are processed 60,000 times faster than text in the human brain. The average human attention span has reduced, meaning you have little time to catch a prospective customer’s attention. Visuals allow you to get your messages across in ways that impact viewers quickly and help them to recall that information later.
Visual storytelling doesn’t have to stop at print and advertisements. You can use videos and other digital media, experiential marketing events, blog posts with photos, infographics and more to bring your story to life. Not every medium is right for every brand. If you put the work into testing various visuals, you have the opportunity to find what works best for your brand and your audience — and make more meaningful connections with your target market.
Visuals are important because people remember only 20% of what they read and 10% of what they hear. However, people remember about 80% of what they see and do. That means the more interactive your brand message is, the more likely a person is to remember it long-term. For example, an advertisement that someone sees can appeal to his/her sense of sight, but an event to market your brand can incorporate all of the senses. People see what you’ve set up, they hear whatever videos or presentations you’ve put together, and they’ll have actual experiences interacting with your brand that guarantee they will remember your brand.
If brands take full advantage of events, content and experiences to visually tell their stories, those brands have the potential to catch prospective clients’ attention and keep them interested. Take a look at the following infographic to learn more about why visual storytelling is so important.
Storytelling is sometimes neglected in B2B marketing, but it shouldn't be – it can be a highly effective tool. This guide contains everything you need to start telling compelling stories to engage your audience like never before.
This guide will help you:
- Find your stories, establish what matters, and target the right audience.
- Come up with creative ways to build interest.
- Write arresting headlines that will pull readers in.
- Structure your stories and bring them to life.