Brands Harness Visual Storytelling for Audience Engagement and Impact

Authored by Meghna Krishna, Group CRO, VideoVerse

Imagine this: Visual storytelling isn’t just about making complex stuff look pretty; it’s like turning brain-bending ideas into bite-sized nuggets that even a toddler could understand. I would probably compare it to a superhero rescuing perplexed audiences through emotional connection. Colours, imagery, and composition in visuals can tap vivid emotions. But it’s the kind of thing that surprises you and makes you care about pie charts. In my years of experience and exposure to the video editing industry, I've observed a notable trend where sporting events are also increasingly utilizing these elements to remain pertinent to both younger and more discerning viewers. Pro Kabaddi serves as a prime example, showcasing how it has embraced these strategies.

The art of visual storytelling has advanced over time, from cave doodles to video edits. The evolution of storytelling has been accelerated, with video editing taking on the role of a scientist submerged in their work, manipulating emotions through each precise cut and meticulous colour tweak.

Understanding the psychology behind it is like having a cheat code to control emotional responses. An age-old genius marketing tactic - storytelling; It’s about crafting narratives that make your audience go, “Wow, this brand gets me!” Storytelling isn’t just a strategy; it’s the blockbuster that keeps a brand in the spotlight. Besides, today, who needs a dull marketing monologue when you can spin a tale that leaves your audience saying, “More, please!”

Complex equations made simpler

To wield visuals with finesse in your brand storytelling, one must closely grasp the essence of the brand — its identity, values, and message. Comprehension is crucial for creating cohesive visual storytelling experiences, ensuring that the visuals align seamlessly with the brand's identity. A visual story can be a lone ranger, like an infographic, video, or image, or it can morph into a full-blown campaign, a symphony of interconnected pieces.

It is a potent example of the impact of visual storytelling in marketing, where viewers retain a staggering 95% of a message seen visually, in contrast to a mere 10% when read in text. Companies leverage a spectrum of visuals – pictures, graphics, and videos – to narrate the story of their product or brand, transcending mere aesthetic appeal. Visual storytelling encompasses more than just brand-coloured images. In July 2018, the Hyundai India channel uploaded a video called "Hyundai Celebrating 20 Years of Brilliant Moments Duty”. In 2 minutes and 51 seconds, the video had garnered an impressive 203 million views. The narrative revolved around the touching tale of the “Army with Santro,” which resonated with Indians with a sense of pride.

From infographics simplifying concepts to animated visuals in YouTube ads, the goal is to captivate, evoke emotion, and drive action. In the world of marketing, visual storytelling is indispensable, enabling brands to stand out, forge deeper connections, and effectively communicate their value proposition. Interestingly, according to Video Marketing Statistics 2024, video marketing remains a digital landscape staple for over 90% of businesses. Netflix's social media storytelling captivates with sharp captions, trailers, and snippets, amassing 6 million Twitter followers. The web stories created by IPL and the more recent vertical highlights by ICC brought together key moments, player popularity and statistics to deliver a masterstroke in content on the go and kept viewers engaged across all platforms.

Noteworthy is Netflix’s strategic use of multiple accounts, like “Netflix Is A Joke” and those for original content like “Stranger Things,” sparking dialogue for heightened awareness and an amplified storytelling impact.

Research unveils a 12% uptick in web traffic with infographic-laden content, broadening your audience's reach. SaaS juggernauts like Paperflite and Instamojo employ this visual tool to unravel intricate topics with their ‘nonsalesy’ approach. Photography tells stories through images and is important for physical product brands. In the software landscape, screenshots and recordings take the spotlight. For reference, LinkedIn Marketing Solutions has recently elevated its game with witty infographics, offering insights to empower marketers beyond platform specifics. Whether visualising the perfect marketing mix as food or assembling a rockstar team, their creative infographics serve a buffet of useful info for marketers.

The future be told

The landscape of emotional storytelling is on the brink of evolution, thanks to emerging technologies such as VR, AR, and AI. These advancements pledge to plunge audiences into narratives with unprecedented depth, introducing novel layers of emotional involvement. Video editors and storytellers are on the verge of gaining unparalleled tools, enabling the creation of intensely personal and impactful experiences. Most of the time clips and highlights work as a fabulous way to tell stories and engage viewers, leaving a lasting impression long after the game ends, it is almost like taking home a scrapbook from the last day of school. Similarly, navigating the frontier, the potential to forge profound connections with audiences is set to broaden, marking the advent of a storytelling era as limitless as our imagination. The path forward unfolds with promises of discovery, creativity, and heightened emotional resonance.