power of visual storytelling

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1. 187863969 / Thomas Barwick 2. NewsCred has teamed up with Getty Images to bring you the four principles of visual storytellingauthenticity, sensory, relevancy & archetype. In this day and age, a picture is worth more than just a thousand words. When its genuine, when its relevant yet eternal, when its so powerful that it goes beyond sight and delves into your sensesthats the kind of image thats worth a million. And it only takes an instant to read. How can your visuals tell an epic story? NewsCred + Getty Images present The Power of Visual Storytelling 2 3. authenticity sensory archetype relevancy 04 11 20 27 2014 NewsCred 386 Park Ave S., 6th Floor, New York, NY 10016 +1 (212) 989 4100 / sales@newscred.com Photography courtesy of Getty Images NewsCred + Getty Images present The Power of Visual Storytelling 3 166267070 / Winterbabies Photography by Karen Macias 4. NewsCred + Getty Images present The Power of Visual Storytelling 4 169874099 / ReeldealHD 5. Never before has the human race been better at spotting a fake. Getty Images Director of Visual Trends, Pam Grossman, confirms: The viewers eye has become a lot more sophisticated, and what it wantsabove allis something real. NewsCred + Getty Images present The Power of Visual Storytelling 5 129748349 / Oliver Rossi 6. In the age of the selfie, people want something that speaks to them personally. Images that come off as constructed, airbrushed, or posed no longer resonate. People want the unpredictable, but familiar at the same time. They want real, candid moments from everyday life. Moments that speak to the human experience. Thats the kind of connection that secures a strong and stable bond. Authenticity taps into the passions and emotions of an audience, letting them see something of themselves in the images and turning them into eager advocates of the story youre trying to tell. User- generated content (UGC) reveals real people and places, meaning real moments and emotions that establish a new kind of heightened digital intimacy. Articles that contain images get 94% more views than articles without. Source: jeffbullas.com/2012/05/28/6-powerful-reasons-whyyou-should-include-images-in-your-marketing-infographic 94% NewsCred + Getty Images present The Power of Visual Storytelling 6 7. So, how do you select authentic images for your brand? First of all, keep it honest. It may sound obvious, but there is tangible proof that real rules. According to the Wall Street Journal, Olapic co-founder Jose de Cabo discovered that... Thats something any marketer can get on board with. Users clicking on photos of real life people are twice as likely to convert to a sale. NewsCred + Getty Images present The Power of Visual Storytelling 7 8. The aesthetics of UGCauthenticity, openness, the everydaytap into strong and important ideas... through the realness of slice-of-life images, brands show that they understand you, your life and concerns. Micha Schwing, Getty Images Director of Content Strategy NewsCred + Getty Images present The Power of Visual Storytelling 8 9. By now, were all familiar with Doves Real Beauty campaign, which continues to celebrate the true beauty of real-life women and girls as well as its tenth birthday this year. Few brands have been able to so seamlessly master the art of authenticity, much less keep it going for so long. In 2006, long before the topic was on the tip on everyones tongues, Dove launched its Evolution YouTube video, which illustrates the transformation a model undergoes from start to finish: makeup, airbrushing and all. A caption reads, No wonder our perception of beauty is distorted, which introduces the importance of a more authentic paradigm. The brands latest video effort is called Patches, and features a group of women who undergo a two-week experiment in which they apply a beauty patch to boost their looks and self- perception. The result? Happy, confident ladies, who are shocked to find out that the secret ingredient of those patches is nothing. Creating something that needs nothing to evoke powerful results sums up the power of authenticity. What started with a simple bar of soap has transformed into a brand bent on revolutionizing the way women perceive beauty and themselves. Thats a brand we can get behind, and one that cares about whats real and whats not. At the end of the day, authenticity is about getting it right for your audience. Dove has long embraced authenticity in their brand campaigns. NewsCred + Getty Images present The Power of Visual Storytelling 9 10. 2 Keep it relatable. While celebrity photos work, always balance them with images that form a connection with the viewer. When selecting visuals, leveraging images that feel candid help build your brand identity in a more human way. If you are using images of celebrities across social channels and on your website, make sure you are also including images of real people that embody your brand as well. Key takeaways Articulate your brand personality. Select images that amplify your voice. Before you can select an image that conveys authenticity, you must first lay out what is authentic to your brand. What is your brand purpose? What is your mission? Who are you talking to? Once you define the core pillars of your brand and voice, these principles can become an authenticity filter that you run all of your selected images through. Learn what resonates, and constantly align your strategy to match. As you integrate visual content into your strategy, look at what resonates. What posts get the most shares and clicks from your target audience? What is the subject matter and style of those photos? This will help guide your visual content selection based on what resonates with those you are trying to reach. 1 3 NewsCred + Getty Images present The Power of Visual Storytelling 10 11. NewsCred + Getty Images present The Power of Visual Storytelling 11 1B05370_0053 / BBC Natural History 12. We spend our lives almost entirely online, but most of us have had it up to here with digital. People want to cut through the screen, and let themselves be engulfed by visceral experiences. NewsCred + Getty Images present The Power of Visual Storytelling 12 474613519 / Jodie Griggs 13. We want zoomed in, we want high detail; wrinkles, textures the nitty-gritty. We want to go beyond pixels, we want to smell and touch. A striking image strikes for just that very reason. The more senses a visual is able to engage, the more attention it receives and the more information is retained. Our minds are full of an endless visual library, one that influences everything we see and how we see it. All-encompassing visceral exposure draws on a viewers memories, past sensations and experiences, building stronger connections in the brain. Our culture has succumbed to information overload, but our senses still yearn to be stimulated. What happens to real meaning in an age of digital excess? Technology has developed around us at such a break-neck pace that few have had a chance to catch their breath. But there is a growing clarion call to return from where we came we want the feel of handmade, we want the details of the precious moments of our everyday lives. We want whats realor at least, what feels real. 40% of people will respond better to visual information than plain text. Source: webmarketinggroup.co.uk/Blog/why-every-seo-strategy-needs-infographics-1764.aspx 40% NewsCred + Getty Images present The Power of Visual Storytelling 13 14. Can you taste the yolk of this egg? 14NewsCred + Getty Images present The Power of Visual Storytelling 168066978 / Dean Belcher 15. Can you hear the traffic of Times Square? 451834035 / Michael H NewsCred + Getty Images present The Power of Visual Storytelling 15 16. Can you smell the fragrance of these lilies? 105471783 / Adrian Samson NewsCred + Getty Images present The Power of Visual Storytelling 16 17. Were fatigued by how digital life has become, says Grossman. Our culture has become driven by information overload, but our senses still yearn to be stimulated. What happens to meaning in an age of digital excess? Pam Grossman, Getty Images Director of Visual Trends NewsCred + Getty Images present The Power of Visual Storytelling 17 18. Squarespace does a fantastic job of engaging all five senses with its new yearlong (and aptly named) campaign, Details. The video features stunning close-ups and sound bytes of the very things that fuel the various creative individuals who choose Squarespace as their web platform. Water flowing over purple cauliflower and orange kiwano, mascara-clad batting eyelashes, reverberating bass strings, the repetitive precision of a sewing machines needle and thread: the viewer sees all of these visuals starting at maximal zoom and ending at how gorgeous it all looks on each separate Squarespace site. Coupled with the perfect sounds, the ad creates a jaw-dropping feast for the senses, and a very compelling argument to sign up for the service. When our senses become overwhelmed, we feel fascinated and inspired and we want to share that feeling. Thats a powerful response, especially when it comes to your brand and content marketing. Visuals have the power to propel an everyday story into an extraordinary experience. Squarespace has put Sensory- evoking imagery at the heart of their visual brand identity. NewsCred + Getty Images present The Power of Visual Storytelling 18 19. Key takeaways 21 3 Create a sensory experience in your images by highlighting details and imperfections as well as large scenes a viewer can get lost inconsider the micro and the macro in your visual imagery. Imperfections in photographs touch on both authenticity and sensory. They are things that people can feel and relate to. Let certain imperfections add to your style and narrative. Dont be afraid of the tactile. Choose images that people can almost touch. When selecting visual content for t