How To Engage Your Audience With Visual Storytelling

Transcription

1 How To Engage Your Audience With Visual Storytelling Michael Aaron Bepko // Social Media Manager Content & Community

2 A Little About Whole Foods Market Founded in 1980 in Austin, TX World s leader in natural & organic foods Foods that are free of artificial ingredients 415+ stores in United States, Canada & the U.K. 12 regions Decentralized operational model 5 on Global social team 1,000 social presences

3 Visuals Images Communicate Feelings I m feeling extremely happy & excited

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5 Visuals Illicit Emotional Response When you re sitting in the park and along comes a stampede of French Bulldog puppies

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7 Visuals Ignite Visceral Reaction We ve got four delicious ways to make Brussels Sprouts right here

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9 Visuals Are Important 63% of all social media content is visual Nearly ½ of all internet users have re-posted a picture or video they ve discovered online Content with relevant images gets 94% more views than content without Tweets with images receive 150% more retweets The brain processes visuals 60,000 times faster than it does text

10 Identify the Stories You Want to Tell Start with an audit of existing content Complex topics Emotional aspects Visual in nature Indelible and relatable moments that your audience will crave Opportunities to create visceral reaction Your audience comes first What reaction are you looking for?

11 Alleviate poverty through microcredit in communities worldwide that supply Whole Foods Market with products.

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14 Key Elements of Creating a Visual Story Understand the role each visual plays in telling the story Don t just create Curation is key to capturing the voice of your audience and integrating it Play to the channel Pinterest Instagram Tumblr

15 Make Visuals Part of the Story Don t lose track of your communication goals Stay focused on your audience and their needs Hone in on your most powerful messages Optimize for amplification Always consider context Differentiate decoration and inspiration test both Measure, measure, measure and optimize

16 Connect Social Visuals With Broader Campaign

17 Creative Sourcing for Visuals Get scrappy Don t let the perfect become enemy of the good Leverage what you already have Search everywhere for inspiration Build an extended team to help Explore photo editing apps Build a repository and collect

18 Pinterest - Storytelling Tips & Tricks Create depth for your brand (who, what, why) Show the brand values you want your audience to know Focus on curation and mix in your own content Make your story big and broad Customer passion points Your perspective Your people Test images specific for Pinterest

19 Pinterest Don t Be Afraid to Branch Out Segment your story into niche categories or topics Get creative with reaching a new audience Hook people in with their interests and share your message Don t be afraid to get a little edgy or whimsical (be thoughtful and calculated about it) The more you branch out the more people you ll capture

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22 Instagram Storytelling Tips & Tricks In order to captivate, you must capture: Moments Places People Inspiration Fun Tell product stories through a human lens Create real-life context Provide a window into your world

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26 Measure Measure Some More! Engagement What can you learn about your audience? How did it support campaign goals? What trends did you notice? How often is it shared? How was it tagged by those who shared it? How does the data inform future visuals? Can you hone in on stylistic elements to continue/stop?

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29 Apply What You ve Learned Analytics from visual platforms can inform: Facebook Twitter Google+ LinkedIn Tumblr SnapChat Etc.

30 Key Takeaways Don t be afraid to look outside your traditional marketing box for visual opportunities Look for ways to inspire, inform and entertain your audience. Seek to understand how visuals you create perform differently from user generated visuals.

31 Key Takeaways Consider partnerships and influencer opportunities Consider devoting a few resources to creating shareable images after you have some data to inform the work Always search for ways to integrate visuals into your marketing planning

32 Questions? Michael Aaron Bepko // Social Media Manager Content & Community