The Power of Visual Storytelling

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NewsCred and Getty Images have joined forces to create a guide on how brands can incorporate visual storytelling successfully into their campaigns for maximum impact.

The full guide is available for download here: http://newscred.com/theacademy

Also check out the accompanying interactive microsite here: http://bit.ly/1uEqB27

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The Power of Visual Storytelling

  1. 187863969 / Thomas Barwick
  2. NewsCred has teamed up with Getty Images to bring you the four principles of visual storytelling— authenticity, sensory, relevancy & archetype. Click here to visit the interactive microsite directly NewsCred + Getty Images present The Power of Visual Storytelling
  3. 169874099 / ReeldealHD
  4. Never before has the human race been better at spotting a fake. Getty Images Director of Visual Trends, Pam Grossman, confirms: “The viewer’s eye has become a lot more sophisticated,” and what it wants—above all—is something real. NewsCred + Getty Images present The Power of Visual Storytelling 129748349 / Oliver Rossi
  5. 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. That’s 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 you’re 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. 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... That’s 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. The aesthetics of UGC—authenticity, openness, the everyday—tap 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. 1B05370_0053 / BBC Natural History
  9. 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 474613519 / Jodie Griggs
  10. 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 viewer’s 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 what’s real—or 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
  11. Can you taste the yolk of this egg? NewsCred + Getty Images present The Power of Visual Storytelling 168066978 / Dean Belcher
  12. Can you hear the traffic of Times Square? 451834035 / Michael H NewsCred + Getty Images present The Power of Visual Storytelling
  13. Can you smell the fragrance of these lilies? 105471783 / Adrian Samson NewsCred + Getty Images present The Power of Visual Storytelling
  14. We’re 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
  15. 114891552 / Martin Schuh
  16. In every story ever told, a powerful character has fueled the narrative. These figures embody an array of personas that have remained more or less the same for thousands of years. Archetypes are written in our DNA and are just as powerful today as they were at the dawn of humanity. 173160722 / MoMo Productions NewsCred + Getty Images present The Power of Visual Storytelling
  17. They have been used as the main elements of storytelling throughout human history. Carl Jung, who was the first to explore and define archetypes, believed that all of mankind’s most influential ideas boiled down to these character traits, which allow us to use our senses to facilitate recognition and foster connections. The most relevant branding archetypes, for instance, are Caregiver, Jester, Lover, Outlaw, Explorer, Creator, Hero, Magician, Sage, Ruler, Innocent and Everyman. These have evolved from a traditional set of classic characters and storylines that are still just as powerful today and can be used as inspiration to build powerful communication strategies. Through understanding the archetypal stories that shape our culture and values, brands can create more engaging content and better connect with their audiences. 83% of human learning is visual. Source: hp.com/large/ipg/assets/bus-solutions/power-of-visual-communication.pdf 83% NewsCred + Getty Images present The Power of Visual Storytelling
  18. The sweet spot happens when you find an image that taps into something ancient, timeless and universal, yet is incredibly contemporary.” Pam Grossman, Getty Images Director of Visual Trends So then let’s ask ourselves, what does the modern woman look like? Evolution hasn’t stopped—she’s different than she’s ever looked before, and yet she is the same. Traditionally, she may have been the Caregiver. Today, she’s a little bit of everything, all rolled into one. Her complexity speaks to a broader audience, helping carry her voice farther than ever before. NewsCred + Getty Images present The Power of Visual Storytelling
  19. 1B011590_034 / BBC Universal
  20. We happen to be living through one of the most exciting eras of history, and nothing reminds us more of this than a powerful visual. This is an age of globalization and uprising, of revolution and new ideals. Cultural relevancy is on every- body’s minds and lips. That’s why it’s vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. 483211641 / AAMIR QURESHI & Staff NewsCred + Getty Images present The Power of Visual Storytelling
  21. Today, we have nearly 200 years worth of stunning photographs and moving images that continue to construct meaning for moments gone by, giving them life long after they’re gone. The difference between a great photo and a forgettable one is an instant gut reaction—you know it when you see it. That’s why it’s vital to keep on top of the game and ahead of the crowd, delivering localized content in real-time. Know your audience and trust them to open their minds. When it comes to marketing, viewers need to feel a connection with the brand through some regional or cultural relevance, while the brand maintains global appeal. How can you choose visuals that highlight regional culture while tapping into global human values? To connect with audiences, choose images that capture a moment in real time and make relevant connections with how we live our lives today. The best visuals are immediate and timeless effortlessly and simultaneously. The image that speaks to each generation is constantly changing, and visual producers need to be on top of that evolution. What’s coming next? How can you connect with your audiences to anticipate the next visual trend? 44% of users are more likely to engage with brands if they post pictures. Sources: fastcompany.com/3000794/rise-visual-social-media, slideshare.net/performics_us/performics-life-on-demand-2012-summary-deck 44% NewsCred + Getty Images present The Power of Visual Storytelling
  22. It’s necessary to take risks, even if they may alienate some of your audience. It’s always good business practice to be progressive and assume that people are going to catch up.” Pam Grossman, Getty Images Director of Visual Trends NewsCred + Getty Images present The Power of Visual Storytelling
  23. Want more? Click here to visit the microsite! 187863969 / Thomas Barwick

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