By esantiago@hubspot.com (Erica Santiago)

Before becoming a marketer, I was a journalist who loved the opportunity to tell stories about my community and share perspectives that would otherwise go unnoticed.

When I left the journalism business, I thought my storytelling days were over; however, visual storytelling is critical in the marketing world.

Visual storytelling allows brands to connect with audiences on an emotional and personal level by sharing stories accompanied by stunning imagery.

So, keep reading to learn how to incorporate visual storytelling into your marketing campaign. I‘ve included some of my favorite examples to help inspire you. Let’s go!

Table of Contents

• What is visual storytelling?
• Why is visual storytelling important?
• Elements of Visual Storytelling
• How to Use Visual Storytelling for Marketing
• Visual Storytelling Examples

The company, which specializes in short—and long-term homestays, posted a video on its YouTube channel telling the story of a displaced family that got a fresh start by securing temporary housing through Airbnb.

The YouTube video interweaves interviews with the family with b-roll footage of their daily lives, former home, and the natural disaster that changed their lives forever.

The story tugs at my heart, and the rich imagery and thoughtful edits enhance it. All while marketing Airbnb as more than just an alternative to hotels; it is an option for people who need temporary shelter.

Why is visual storytelling important?

Visual storytelling can build an authentic, emotional connection between your brand and its audience, leading to loyal consumers who are invested in your story, products, and services. Let’s go back to my Airbnb example.

Consumers may see this heartwarming story of how Airbnb helped a family in need and may decide to book their next vacation stay with Airbnb not just because of its services but because they want to keep the business thriving so they can help other families.

Visual storytelling can also build brand recognition that can last for years to come. My favorite example of lifelong brand recognition is Dawn Dish Soap’s “The Big Picture” docuseries—which I’ll explore more in-depth later.

Elements of Visual Storytelling

So what elements do you need to flawlessly execute visual storytelling in your campaign? Well, let’s start with the obvious —the visuals and story.

Visuals

Whether you’re telling a story through graphics, photos, or video, compelling imagery is essential to bringing your story to life. Some of my favorite examples of gorgeous visuals come from the Sydney Opera House.

The world-famous opera house temporarily closed its doors during the COVID-19 pandemic, and for the first time in years, the venue was empty of visitors and performers.

During this time, the opera house underwent repairs and updates, and a local photographer, Daniel Boud, was invited inside.

Boud took gorgeous photos of an unusually empty Sydney Opera House, a site most people may never see again.

The photos conveyed a sense of nostalgia for the many performances that have taken place at …read more

Source:: HubSpot Blog

Author: Aaron