{"id":247,"date":"2021-07-12T11:16:34","date_gmt":"2021-07-12T15:16:34","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/?post_type=chapter&#038;p=247"},"modified":"2021-11-19T11:46:42","modified_gmt":"2021-11-19T16:46:42","slug":"visual-storytelling","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/chapter\/visual-storytelling\/","title":{"raw":"Visual Storytelling","rendered":"Visual Storytelling"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Learning Objectives<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nBy the end of this chapter, you should be able to:\r\n<ul>\r\n \t<li><strong>Define<\/strong> visual storytelling<\/li>\r\n \t<li><strong>Explain<\/strong> why visual storytelling is important<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<img class=\"aligncenter size-full wp-image-252\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"504\" height=\"527\" \/>\r\n<h2><strong>The Importance of Visuals and Why<\/strong><\/h2>\r\nNow that we've discussed how to tell compelling stories, let's look at <em><strong>visual<\/strong><\/em> storytelling and how it has become a critical way stories are told and shared today.\r\n\r\nAccording to <a href=\"https:\/\/en.wikipedia.org\/wiki\/Visual_narrative\" target=\"_blank\" rel=\"noopener\"><strong>Wikipedia<\/strong><\/a>,\r\n<blockquote><em>\"<strong>Visual storytelling<\/strong> (also visual narrative) is a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.\"<\/em><\/blockquote>\r\nOnce of the reasons visual storytelling is so powerful is because our brains are wired \u201cvisually\u201d. Here are several mind-boggling statistics that explain why visual storytelling is so critical to the digital world we now live in:\r\n<ul>\r\n \t<li><a href=\"http:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">90% of information transmitted to the brain is visual<\/a><\/li>\r\n \t<li><a href=\"https:\/\/www.rochester.edu\/pr\/Review\/V74N4\/0402_brainscience.html#:~:text=%E2%80%9CMore%20than%2050%20percent%20of,brain%20as%20a%20whole%20works.%E2%80%9D\">50% of your brain is active in visual processing<\/a><\/li>\r\n \t<li><a href=\"https:\/\/antranik.org\/the-eye-and-vision\/#:~:text=About%2070%25%20of%20all%20the,of%20what%20we're%20seeing.\">70% of your sensory receptors are in your eyes<\/a><\/li>\r\n \t<li>It takes only <a href=\"https:\/\/rocketium.com\/academy\/impact-visual-content-marketing\/\">13 milliseconds for the human brain to process an image<\/a>.<\/li>\r\n \t<li>Our brain processes visuals <a href=\"http:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">60,000 times faster than text<\/a>.<\/li>\r\n \t<li><a href=\"https:\/\/www.searchenginepeople.com\/blog\/925-image-stats.html\">80% of people remember what they see<\/a>, compared to ten percent what they hear and 20 percent of what they read.<\/li>\r\n<\/ul>\r\nBut, what if some of the above information were presented as follows?\r\n\r\n<a href=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important.png\"><img class=\"aligncenter size-large wp-image-253\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-1024x717.png\" alt=\"Our Brains and The Reasons Visuals Are Important\" width=\"1024\" height=\"717\" \/><\/a>\r\nDo you prefer the bullets or the infographic?\r\n\r\nIn responses to a 2014 survey, <a href=\"http:\/\/www.demandgenreport.com\/industry-topics\/content-strategies\/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html\">95% of B2B buyers<\/a> said that they wanted shorter and highly visual content. And, organizations that feature <a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">visual content grow traffic 12 times faster<\/a> than those who don\u2019t.\r\n\r\nAlso, in comparison, we don\u2019t have much patience for text.\r\n<ul>\r\n \t<li>Most people only <a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">read 20-28% of the words on the page<\/a>.<\/li>\r\n \t<li><a href=\"https:\/\/www.omnicoreagency.com\/digital-marketing-statistics-2018\/\">80% of people will watch a video<\/a> but only 20% of people will read text on a page.<\/li>\r\n \t<li>55% of website visitors spend <a href=\"https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\/\">less than 15 seconds actively reading<\/a>.<\/li>\r\n<\/ul>\r\nUnfortunately, we are not great listeners, either. When people hear information, they\u2019re likely to remember only 10% of that information three days later. However, if a <a href=\"http:\/\/www.brainrules.net\/vision\">relevant image is paired with that same information, people retained 65% of the information<\/a> three days later.\r\n\r\nWe also love to consume and share pictures, infographics, and videos:\r\n\r\n&nbsp;\r\n\r\n<img class=\"aligncenter size-full wp-image-264\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021.jpeg\" alt=\"What Happens in an Internet Minute - 2021\" width=\"800\" height=\"793\" \/>\r\n<ul>\r\n \t<li><a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\/\">More than 100 million photos and videos are posted daily on Instagram<\/a>.<\/li>\r\n \t<li>Tweets with images <a href=\"https:\/\/www.agorapulse.com\/social-media-lab\/link-tweet-with-an-image-vs-tweet-with-twitter-cards-does-it-really-matter\/#:~:text=Our%20friends%20at%20Buffer%20did,a%2035%25%20boost%20in%20Retweets.\">receive 150% more retweets<\/a> than tweets without them.<\/li>\r\n \t<li>On <a href=\"https:\/\/www.pixlee.com\/blog\/six-reasons-to-embrace-visual-commerce-in-2018\/\">Facebook, photos have an interaction rate of 87%<\/a>, compared to 4% or less for other types of posts, such as links or text.<\/li>\r\n \t<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">100 million hours of video are watched every day on Facebook<\/a> \u2013 85% of them with the sound off.<\/li>\r\n \t<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">6 billion video ads<\/a> are watched online each year.<\/li>\r\n \t<li>Posts that include <a href=\"https:\/\/medium.com\/marketing-and-entrepreneurship\/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465\">images produce 650% higher engagement<\/a> than text-only posts.<\/li>\r\n \t<li>People <a href=\"https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">share infographics three times more<\/a> than any other type of content.<\/li>\r\n \t<li>Using the <a href=\"https:\/\/www.walkaroundvideos.com\/blog\/2016\/11\/video-in-the-subject-line-increases-open-and-click-through-rates\">word \u201cvideo\u201d in an email subject line<\/a> boosts open rates by 19% and clickthrough rates by 65%.<\/li>\r\n<\/ul>\r\nAnd, finally, from an organizational perspective, video drives our purchasing and\/or conversion decisions:\r\n\r\n<img class=\"aligncenter size-large wp-image-263\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-1024x1024.png\" alt=\"Statistics highlighting how videos drive purchases\" width=\"1024\" height=\"1024\" \/>\r\n<ul>\r\n \t<li><a href=\"https:\/\/www.crazyegg.com\/blog\/content-marketing-statistics-2017\/\">70% of B2B buyers and researchers<\/a> watch a video during their purchase process.<\/li>\r\n \t<li><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">Four times as many consumers would rather watch a video<\/a> about a product than read about it.<\/li>\r\n \t<li>People are <a href=\"https:\/\/www.inc.com\/larry-kim\/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html\">85 percent more likely to buy a product<\/a> after viewing a product video.<\/li>\r\n \t<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">Videos on landing pages increase conversions by up to 86%<\/a>.<\/li>\r\n<\/ul>\r\nVisuals are an important and inherent part of how we process information. And, as marketers with global audiences, relying on universal imagery, instead of specific written languages or words, allows your messages and stories to be much more accessible to a wider audience. So, if you are looking to have the greatest impact, internally or externally, you will need to understand how to present your story and information in a visual way that grabs your audience\u2019s attention and tells a compelling story \u2013 which brings us to our next topic: visual language and sketchnoting.\r\n\r\n&nbsp;\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Key Takeaways<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nVisual storytelling is a compelling way to share your stories and messages. Here are a few key takeaways:\r\n<ul>\r\n \t<li>Our brains are naturally wired to process visual information quicker<\/li>\r\n \t<li>Most people tend to remember visual information better than text or audio information<\/li>\r\n \t<li>We love to consume and share pictures, infographics, and videos<\/li>\r\n \t<li>Videos play an critical role in our purchasing decisions<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<div class=\"textbox textbox--exercises\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Exercise<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nTry your hand at visual storytelling:\r\n<ul>\r\n \t<li>Using some of the statistics presented in this chapter, explore how you might represent them visually.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n&nbsp;","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Learning Objectives<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>By the end of this chapter, you should be able to:<\/p>\n<ul>\n<li><strong>Define<\/strong> visual storytelling<\/li>\n<li><strong>Explain<\/strong> why visual storytelling is important<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-252\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"504\" height=\"527\" srcset=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon.png 504w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon-287x300.png 287w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon-65x68.png 65w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon-225x235.png 225w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Visually-Thinking-Icon-350x366.png 350w\" sizes=\"auto, (max-width: 504px) 100vw, 504px\" \/><\/p>\n<h2><strong>The Importance of Visuals and Why<\/strong><\/h2>\n<p>Now that we&#8217;ve discussed how to tell compelling stories, let&#8217;s look at <em><strong>visual<\/strong><\/em> storytelling and how it has become a critical way stories are told and shared today.<\/p>\n<p>According to <a href=\"https:\/\/en.wikipedia.org\/wiki\/Visual_narrative\" target=\"_blank\" rel=\"noopener\"><strong>Wikipedia<\/strong><\/a>,<\/p>\n<blockquote><p><em>&#8220;<strong>Visual storytelling<\/strong> (also visual narrative) is a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.&#8221;<\/em><\/p><\/blockquote>\n<p>Once of the reasons visual storytelling is so powerful is because our brains are wired \u201cvisually\u201d. Here are several mind-boggling statistics that explain why visual storytelling is so critical to the digital world we now live in:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">90% of information transmitted to the brain is visual<\/a><\/li>\n<li><a href=\"https:\/\/www.rochester.edu\/pr\/Review\/V74N4\/0402_brainscience.html#:~:text=%E2%80%9CMore%20than%2050%20percent%20of,brain%20as%20a%20whole%20works.%E2%80%9D\">50% of your brain is active in visual processing<\/a><\/li>\n<li><a href=\"https:\/\/antranik.org\/the-eye-and-vision\/#:~:text=About%2070%25%20of%20all%20the,of%20what%20we're%20seeing.\">70% of your sensory receptors are in your eyes<\/a><\/li>\n<li>It takes only <a href=\"https:\/\/rocketium.com\/academy\/impact-visual-content-marketing\/\">13 milliseconds for the human brain to process an image<\/a>.<\/li>\n<li>Our brain processes visuals <a href=\"http:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">60,000 times faster than text<\/a>.<\/li>\n<li><a href=\"https:\/\/www.searchenginepeople.com\/blog\/925-image-stats.html\">80% of people remember what they see<\/a>, compared to ten percent what they hear and 20 percent of what they read.<\/li>\n<\/ul>\n<p>But, what if some of the above information were presented as follows?<\/p>\n<p><a href=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-253\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-1024x717.png\" alt=\"Our Brains and The Reasons Visuals Are Important\" width=\"1024\" height=\"717\" srcset=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-1024x717.png 1024w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-300x210.png 300w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-768x538.png 768w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-65x46.png 65w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-225x158.png 225w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important-350x245.png 350w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/The-Reasons-Visuals-Are-Important.png 1058w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><br \/>\nDo you prefer the bullets or the infographic?<\/p>\n<p>In responses to a 2014 survey, <a href=\"http:\/\/www.demandgenreport.com\/industry-topics\/content-strategies\/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html\">95% of B2B buyers<\/a> said that they wanted shorter and highly visual content. And, organizations that feature <a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">visual content grow traffic 12 times faster<\/a> than those who don\u2019t.<\/p>\n<p>Also, in comparison, we don\u2019t have much patience for text.<\/p>\n<ul>\n<li>Most people only <a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">read 20-28% of the words on the page<\/a>.<\/li>\n<li><a href=\"https:\/\/www.omnicoreagency.com\/digital-marketing-statistics-2018\/\">80% of people will watch a video<\/a> but only 20% of people will read text on a page.<\/li>\n<li>55% of website visitors spend <a href=\"https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\/\">less than 15 seconds actively reading<\/a>.<\/li>\n<\/ul>\n<p>Unfortunately, we are not great listeners, either. When people hear information, they\u2019re likely to remember only 10% of that information three days later. However, if a <a href=\"http:\/\/www.brainrules.net\/vision\">relevant image is paired with that same information, people retained 65% of the information<\/a> three days later.<\/p>\n<p>We also love to consume and share pictures, infographics, and videos:<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-264\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021.jpeg\" alt=\"What Happens in an Internet Minute - 2021\" width=\"800\" height=\"793\" srcset=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021.jpeg 800w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-300x297.jpeg 300w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-150x150.jpeg 150w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-768x761.jpeg 768w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-65x64.jpeg 65w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-225x223.jpeg 225w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/What-Happens-in-an-Internet-Minute-2021-350x347.jpeg 350w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\/\">More than 100 million photos and videos are posted daily on Instagram<\/a>.<\/li>\n<li>Tweets with images <a href=\"https:\/\/www.agorapulse.com\/social-media-lab\/link-tweet-with-an-image-vs-tweet-with-twitter-cards-does-it-really-matter\/#:~:text=Our%20friends%20at%20Buffer%20did,a%2035%25%20boost%20in%20Retweets.\">receive 150% more retweets<\/a> than tweets without them.<\/li>\n<li>On <a href=\"https:\/\/www.pixlee.com\/blog\/six-reasons-to-embrace-visual-commerce-in-2018\/\">Facebook, photos have an interaction rate of 87%<\/a>, compared to 4% or less for other types of posts, such as links or text.<\/li>\n<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">100 million hours of video are watched every day on Facebook<\/a> \u2013 85% of them with the sound off.<\/li>\n<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">6 billion video ads<\/a> are watched online each year.<\/li>\n<li>Posts that include <a href=\"https:\/\/medium.com\/marketing-and-entrepreneurship\/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465\">images produce 650% higher engagement<\/a> than text-only posts.<\/li>\n<li>People <a href=\"https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">share infographics three times more<\/a> than any other type of content.<\/li>\n<li>Using the <a href=\"https:\/\/www.walkaroundvideos.com\/blog\/2016\/11\/video-in-the-subject-line-increases-open-and-click-through-rates\">word \u201cvideo\u201d in an email subject line<\/a> boosts open rates by 19% and clickthrough rates by 65%.<\/li>\n<\/ul>\n<p>And, finally, from an organizational perspective, video drives our purchasing and\/or conversion decisions:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-263\" src=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-1024x1024.png\" alt=\"Statistics highlighting how videos drive purchases\" width=\"1024\" height=\"1024\" srcset=\"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-1024x1024.png 1024w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-300x300.png 300w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-150x150.png 150w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-768x768.png 768w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-65x65.png 65w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-225x225.png 225w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases-350x350.png 350w, https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-content\/uploads\/sites\/1453\/2021\/07\/Videos-Drive-Purchases.png 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/www.crazyegg.com\/blog\/content-marketing-statistics-2017\/\">70% of B2B buyers and researchers<\/a> watch a video during their purchase process.<\/li>\n<li><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">Four times as many consumers would rather watch a video<\/a> about a product than read about it.<\/li>\n<li>People are <a href=\"https:\/\/www.inc.com\/larry-kim\/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html\">85 percent more likely to buy a product<\/a> after viewing a product video.<\/li>\n<li><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">Videos on landing pages increase conversions by up to 86%<\/a>.<\/li>\n<\/ul>\n<p>Visuals are an important and inherent part of how we process information. And, as marketers with global audiences, relying on universal imagery, instead of specific written languages or words, allows your messages and stories to be much more accessible to a wider audience. So, if you are looking to have the greatest impact, internally or externally, you will need to understand how to present your story and information in a visual way that grabs your audience\u2019s attention and tells a compelling story \u2013 which brings us to our next topic: visual language and sketchnoting.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Key Takeaways<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Visual storytelling is a compelling way to share your stories and messages. Here are a few key takeaways:<\/p>\n<ul>\n<li>Our brains are naturally wired to process visual information quicker<\/li>\n<li>Most people tend to remember visual information better than text or audio information<\/li>\n<li>We love to consume and share pictures, infographics, and videos<\/li>\n<li>Videos play an critical role in our purchasing decisions<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--exercises\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Exercise<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Try your hand at visual storytelling:<\/p>\n<ul>\n<li>Using some of the statistics presented in this chapter, explore how you might represent them visually.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n","protected":false},"author":1380,"menu_order":3,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-247","chapter","type-chapter","status-publish","hentry"],"part":3,"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/wp\/v2\/users\/1380"}],"version-history":[{"count":23,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/247\/revisions"}],"predecessor-version":[{"id":855,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/247\/revisions\/855"}],"part":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/247\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/wp\/v2\/media?parent=247"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/pressbooks\/v2\/chapter-type?post=247"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/wp\/v2\/contributor?post=247"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/foundationsindigitalmarketing\/wp-json\/wp\/v2\/license?post=247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}