{"id":42,"date":"2023-07-10T18:30:00","date_gmt":"2023-07-10T22:30:00","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/chapter\/fundamentals-of-storytelling-foundations-in-digital-marketing\/"},"modified":"2026-03-04T20:51:14","modified_gmt":"2026-03-05T01:51:14","slug":"12-digital-storytelling","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/chapter\/12-digital-storytelling\/","title":{"raw":"Chapter 12: Digital Storytelling","rendered":"Chapter 12: Digital Storytelling"},"content":{"raw":"<div class=\"bc-section section\">\r\n<div id=\"fundamentals-of-storytelling\" class=\"chapter standard\" title=\"Fundamentals of Storytelling\">\r\n<div class=\"chapter-title-wrap\">\r\n<div class=\"bc-section section\">\r\n<div id=\"fundamentals-of-storytelling\" class=\"chapter standard\" title=\"Fundamentals of Storytelling\">\r\n<div class=\"chapter-title-wrap\"><span style=\"text-align: initial;font-size: 1em\">A core skill for any digital communicator is the ability to tell compelling stories, which is a critical element of any digital strategy. <\/span><span style=\"text-align: initial;font-size: 1em\">Talented storytelling has many common traits:<\/span><a id=\"return-footnote-30-1\" class=\"footnote\" style=\"text-align: initial;font-size: 1em\" title=\"First Nations Pedagogy Online\" href=\"#footnote-30-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/div>\r\n<div class=\"ugc chapter-ugc\">\r\n<ul>\r\n \t<li>Expert use of the voice<\/li>\r\n \t<li>Vocal and body expression<\/li>\r\n \t<li>Intonation<\/li>\r\n \t<li>The use of verbal imagery<\/li>\r\n \t<li>Facial animation<\/li>\r\n \t<li>Context<\/li>\r\n \t<li>Plot and character development<\/li>\r\n \t<li>Natural pacing of the telling, and<\/li>\r\n \t<li>Careful authentic recall of the story<\/li>\r\n<\/ul>\r\nSo, how can we apply these storytelling techniques to our own organizational stories?\r\n<h2>Imagery<\/h2>\r\nImagery is not just visual. Building on the previous point, there is <em><strong>visual<\/strong><\/em> imagery and <em><strong>verbal<\/strong><\/em> imagery. <strong>Visual imagery<\/strong> describes what we see and is what we traditionally think about when we think of imagery, e.g., photographs, charts, icons, etc. <strong>Verbal imagery<\/strong> represents the <strong><em>words and sounds<\/em><\/strong> one uses to paint a clear picture in your audience\u2019s minds. In many ways, verbal imagery can trigger stronger memories or emotions by connecting key words and sounds to important concepts, ideas, feelings, and, yes, even brands. This is why jingles can be so effective in branding activities.\r\n<h2>Facial Animation<\/h2>\r\nSharing facial expressions can have a significant impact on your viewers. Are the people in your video smiling or frowning? Are they excited or indifferent? Are they puzzled or enlightened? And remember that even when writing a story, think about the words you are using (verbal imagery) to describe that facial expression and\/or animation in your story. This is a good time to point out how emojis have been used to achieve in short-form what authentic facial animation historically achieved for real.\r\n<h2>Context (or Setting)<\/h2>\r\nContext orients us in place and time. Context tells the audience what the presented information means to them and why they should care. But be careful about just providing facts. Great communicators provide rich context. Rich context goes beyond merely sharing <strong><em>what<\/em><\/strong> is the context and explores <strong><em>why<\/em><\/strong> this context is important or <strong><em>how<\/em><\/strong> this context might be applicable to even further-reaching circumstances. Rich context has multiple layers, allowing it to resonate with a wider range of audiences.\r\n<h2>Plot and Character Development<\/h2>\r\nEvery story must have a beginning, middle, and end. The following image, also known as Freytag\u2019s Pyramid, is a commonly used framework when developing stories. Please note that this approach can be used for any length of story.\r\n<div id=\"attachment_28\" class=\"wp-caption aligncenter\" style=\"width: 500px\" aria-describedby=\"caption-attachment-28\">\r\n\r\n<img class=\"wp-image-28\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Freytags-Pyramid-1024x566-1.png\" alt=\"Freytag's Pyramid\" width=\"500\" height=\"276\" \/>\r\n<div id=\"caption-attachment-28\" class=\"wp-caption-text\">Freytag\u2019s Pyramid<\/div>\r\n<\/div>\r\n<h1>Freytag\u2019s Pyramid<\/h1>\r\n<ul>\r\n \t<li><strong>Exposition\r\n<\/strong>Exposition is the beginning of your story that introduces the three Cs: conflict (key issue\/problem), characters (often customers in marketing settings), and the context.<\/li>\r\n \t<li><strong>Rising Actions\r\n<\/strong>Rising actions present the events before the climax, where your characters attempt to solve the problem (conflict), but fail.<\/li>\r\n \t<li><strong>Climax<\/strong>\r\nThe climax represents the turning point or point of greatest suspense\/action in your story.<\/li>\r\n \t<li><strong>Falling Actions\r\n<\/strong>Falling Actions are the actions and events that happen after the climax.<\/li>\r\n \t<li><strong>Resolution<\/strong>\r\nEnd of the story where the conflicts or problems are solved.<\/li>\r\n<\/ul>\r\nWhen you are telling your organizational stories, are you clearly including all of these elements? And are you walking your audiences through this entire storytelling journey?\r\n<h2>Natural Pacing of the Telling<\/h2>\r\nYou need to spend time building your story by setting the foundational pieces in the beginning and middle of your story. Getting to your resolution too quickly can undermine the journey and steps required to get to that point. Take the appropriate time to build your story so that your climax truly presents a turning point in the audiences\u2019 journey.\r\n<h2>Careful Authentic Recall of the Story<\/h2>\r\nThe best stories are those that are authentic, truthful, and clearly present the issues (conflict) and resolution. While many communicators may try to embellish their stories, stick to the facts and let the story tell the compelling narrative. If you feel the story needs to be embellished to make it more captivating, you may not have a story worth sharing.\r\n\r\nAs you begin to create your own organizational stories, think about the following questions:\r\n\r\n<img class=\"aligncenter wp-image-29\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Creating-Your-Story.png\" alt=\"Creating Your Story\" width=\"500\" height=\"386\" \/>\r\n<ul>\r\n \t<li><strong>What kind of story are you creating?<\/strong>\r\n<ul>\r\n \t<li>employee story<\/li>\r\n \t<li>customer story<\/li>\r\n \t<li>organizational story<\/li>\r\n \t<li>sector or industry story<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li><strong>Who is your audience?\r\n<\/strong>(This should align with the kind of story you are creating.)\r\n<ul>\r\n \t<li>employees<\/li>\r\n \t<li>customers (potential and\/or existing)<\/li>\r\n \t<li>industry<\/li>\r\n \t<li>market<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li><strong>What do you want your audience to:<\/strong>\r\n<ul>\r\n \t<li>know<\/li>\r\n \t<li>feel<\/li>\r\n \t<li>see<\/li>\r\n \t<li>do<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<ul>\r\n \t<li><strong>How will it resonate with your audience\u2019s mindset:\r\n<\/strong>(This should align with what you want your target audience\u2019s responses to be.)\r\n<ul>\r\n \t<li>needs<\/li>\r\n \t<li>interests<\/li>\r\n \t<li>goals\/fears<\/li>\r\n \t<li>doubts\/misconceptions<\/li>\r\n<\/ul>\r\n<\/li>\r\n<\/ul>\r\n<div class=\"chapter-title-wrap\">\r\n<h2 class=\"chapter-title\">Visual Storytelling<\/h2>\r\n<\/div>\r\n<div class=\"ugc chapter-ugc\">\r\n\r\n<img class=\"aligncenter wp-image-32\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"300\" height=\"314\" \/>\r\n<h2>The Importance of Visuals and Why<\/h2>\r\nNow that we\u2019ve discussed how to tell compelling stories, let\u2019s 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\">Wikipedia<\/a>,\r\n<blockquote>\u201c<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.\u201d<\/blockquote>\r\nOne 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>90% of information transmitted to the brain is visual<a id=\"return-footnote-36-1\" class=\"footnote\" title=\"Humans Process Visual Data Better\" href=\"#footnote-36-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/li>\r\n \t<li>50% of your brain is active in visual processing<a id=\"return-footnote-36-2\" class=\"footnote\" title=\"How do we transform an ever-changing jumble of visual stimuli into the rich and coherent three-dimensional perception we know as sight? Rochester vision scientists are helping reshape our understanding of how the brain \u2018sees.\u2019\" href=\"#footnote-36-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/li>\r\n \t<li>70% of your sensory receptors are in your eyes<a id=\"return-footnote-36-3\" class=\"footnote\" title=\"The Eye and Vision\" href=\"#footnote-36-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/li>\r\n \t<li>It takes only 13 milliseconds for the human brain to process an image.<a id=\"return-footnote-36-4\" class=\"footnote\" title=\"What is the Impact of Visual Content Marketing?\" href=\"#footnote-36-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/li>\r\n \t<li>Our brain processes visuals 60,000 times faster than text.<a id=\"return-footnote-36-5\" class=\"footnote\" title=\"Humans Process Visual Data Better\" href=\"#footnote-36-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/li>\r\n \t<li>80% of people remember what they see, <a id=\"return-footnote-36-6\" class=\"footnote\" title=\"12 Hard Stats That Proof The Power Of Images\" href=\"#footnote-36-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a> compared to 10% what they hear and 20% 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<img class=\"aligncenter wp-image-33\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/The-Reasons-Visuals-Are-Important-1024x717-1.png\" alt=\"An infographi presenting the same information as the previous list. It uses bright colours, icons, and information is spaced out.\" width=\"500\" height=\"350\" \/>Do you prefer the bullets or the infographic?\r\n\r\nIn responses to a 2014 survey, 95% of B2B buyers said that they wanted shorter and highly visual content.<a id=\"return-footnote-36-7\" class=\"footnote\" title=\"B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content\" href=\"#footnote-36-7\" aria-label=\"Footnote 7\"><sup class=\"footnote\">[7]<\/sup><\/a> And, organizations that feature visual content grow traffic 12 times faster than those that don\u2019t.<a id=\"return-footnote-36-8\" class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" href=\"#footnote-36-8\" aria-label=\"Footnote 8\"><sup class=\"footnote\">[8]<\/sup><\/a>\r\n\r\nAlso, in comparison, we don\u2019t have much patience for text.\r\n<ul>\r\n \t<li>Most people only read 20-28% of the words on the page.<a id=\"return-footnote-36-9\" class=\"footnote\" title=\"The Power of Visual Communication\" href=\"#footnote-36-9\" aria-label=\"Footnote 9\"><sup class=\"footnote\">[9]<\/sup><\/a><\/li>\r\n \t<li>80% of people will watch a video<a id=\"return-footnote-36-10\" class=\"footnote\" title=\"Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts\" href=\"#footnote-36-10\" aria-label=\"Footnote 10\"><sup class=\"footnote\">[10]<\/sup><\/a>, but only 20% of people will read text on a page.<\/li>\r\n \t<li>55% of website visitors spend less than 15 seconds actively reading.<a id=\"return-footnote-36-11\" class=\"footnote\" title=\"Visual Content Statistics Infographic\" href=\"#footnote-36-11\" aria-label=\"Footnote 11\"><sup class=\"footnote\">[11]<\/sup><\/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 relevant image is paired with that same information, people retained 65% of the information<a id=\"return-footnote-36-12\" class=\"footnote\" title=\"Brain rule rundown\" href=\"#footnote-36-12\" aria-label=\"Footnote 12\"><sup class=\"footnote\">[12]<\/sup><\/a> three days later.\r\n\r\nWe also love to consume and share pictures, infographics, and videos:\r\n<div id=\"attachment_34\" class=\"wp-caption aligncenter\" style=\"width: 500px\" aria-describedby=\"caption-attachment-34\">\r\n\r\n<img class=\"wp-image-34\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/What-Happens-in-an-Internet-Minute-2021-e1675294828662.jpeg\" alt=\"A diagram showing how much happens in a minute across different platforms. For example, 1.4 million scrolling on Facebook, and 197.6 million emails sent.\" width=\"500\" height=\"550\" \/>\r\n<div id=\"caption-attachment-34\" class=\"wp-caption-text\">2021: This is what happens in an Internet minute.<\/div>\r\n<\/div>\r\n<ul>\r\n \t<li>More than 100 million photos and videos are posted daily on Instagram.<a id=\"return-footnote-36-13\" class=\"footnote\" title=\"Instagram by the Numbers: Stats, Demographics &amp; Fun Facts\" href=\"#footnote-36-13\" aria-label=\"Footnote 13\"><sup class=\"footnote\">[13]<\/sup><\/a><\/li>\r\n \t<li>Tweets with images receive 150% more retweets<a id=\"return-footnote-36-14\" class=\"footnote\" title=\"Link Tweet with an Image vs. Tweet with Twitter Cards, Does it Matter?\" href=\"#footnote-36-14\" aria-label=\"Footnote 14\"><sup class=\"footnote\">[14]<\/sup><\/a> than tweets without them.<\/li>\r\n \t<li>On Facebook, photos have an interaction rate of 87%, <a id=\"return-footnote-36-15\" class=\"footnote\" title=\"Six Reasons to Embrace Visual Commerce in 2018\" href=\"#footnote-36-15\" aria-label=\"Footnote 15\"><sup class=\"footnote\">[15]<\/sup><\/a> compared to 4% or less for other types of posts, such as links or text.<\/li>\r\n \t<li>100 million hours of video are watched every day on Facebook, <a id=\"return-footnote-36-16\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-16\" aria-label=\"Footnote 16\"><sup class=\"footnote\">[16]<\/sup><\/a> 85% of them with the sound off.<\/li>\r\n \t<li>6 billion video ads<a id=\"return-footnote-36-17\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-17\" aria-label=\"Footnote 17\"><sup class=\"footnote\">[17]<\/sup><\/a> are watched online each year.<\/li>\r\n \t<li>Posts that include images produce 650% higher engagement<a id=\"return-footnote-36-18\" class=\"footnote\" title=\"16 Visual Content Marketing Statistics That Will Wake You Up\" href=\"#footnote-36-18\" aria-label=\"Footnote 18\"><sup class=\"footnote\">[18]<\/sup><\/a> than text-only posts.<\/li>\r\n \t<li>People share infographics three times more<a id=\"return-footnote-36-19\" class=\"footnote\" title=\"15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind\" href=\"#footnote-36-19\" aria-label=\"Footnote 19\"><sup class=\"footnote\">[19]<\/sup><\/a> than any other type of content.<\/li>\r\n \t<li>Using the word \u201cvideo\u201d in an email subject line<a id=\"return-footnote-36-20\" class=\"footnote\" title=\"How to Increase Your Email Open and Click-through Rates\" href=\"#footnote-36-20\" aria-label=\"Footnote 20\"><sup class=\"footnote\">[20]<\/sup><\/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 wp-image-35\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Videos-Drive-Purchases-1024x1024-1.png\" alt=\"An infographic sharing statistics on how videos drive purchases. Statistics described in following text.\" width=\"500\" height=\"500\" \/>\r\n<ul>\r\n \t<li>70% of B2B buyers and researchers watch a video during their purchase process.<a id=\"return-footnote-36-21\" class=\"footnote\" title=\"A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts\" href=\"#footnote-36-21\" aria-label=\"Footnote 21\"><sup class=\"footnote\">[21]<\/sup><\/a><\/li>\r\n \t<li>Four times as many consumers would rather watch a video about a product than read about it.<a id=\"return-footnote-36-22\" class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" href=\"#footnote-36-22\" aria-label=\"Footnote 22\"><sup class=\"footnote\">[22]<\/sup><\/a><\/li>\r\n \t<li>People are 85 percent more likely to buy a product after viewing a product video.<a id=\"return-footnote-36-23\" class=\"footnote\" title=\"16 Eye-Popping Statistics You Need to Know About Visual Content MarketingVisual content marketing is one big trend you need to embrace. And for good reason.\" href=\"#footnote-36-23\" aria-label=\"Footnote 23\"><sup class=\"footnote\">[23]<\/sup><\/a><\/li>\r\n \t<li>Videos on landing pages increase conversions by up to 86%.<a id=\"return-footnote-36-24\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-24\" aria-label=\"Footnote 24\"><sup class=\"footnote\">[24]<\/sup><\/a><\/li>\r\n<\/ul>\r\nVisuals are an important and inherent part of how we process information. And, as communicators with global audiences, relying on universal imagery\u2014instead of specific written languages or words\u2014allows 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.\r\n<h3>Media Attributions<\/h3>\r\n<ul>\r\n \t<li>Freytag\u2019s Pyramid by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Creating your story by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>Visually thinking icon by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li>The reasons visuals are important\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\r\n \t<li><a href=\"https:\/\/lorilewismedia.com\">What happens in an Internet minute \u2013 2021<\/a> \u00a9 <a href=\"https:\/\/twitter.com\/lorilewis\">Lori Lewis<\/a> and <a href=\"https:\/\/twitter.com\/officiallychadd?lang=en\">Chadd LunaLeKat<\/a> is for educational, non-commercial use only.<\/li>\r\n \t<li>Videos drives purchases by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\r\n<\/ul>\r\n\r\n<hr class=\"before-footnotes clear\" \/>\r\n\r\n<div class=\"footnotes\">\r\n<ol>\r\n \t<li id=\"footnote-30-1\"><a href=\"https:\/\/firstnationspedagogy.ca\/storytelling.html\">First Nations Pedagogy Online<\/a> <a class=\"return-footnote\" href=\"#return-footnote-30-1\" aria-label=\"Return to footnote 1\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-1\"><a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-1\" aria-label=\"Return to footnote 1\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-2\"><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\">How do we transform an ever-changing jumble of visual stimuli into the rich and coherent three-dimensional perception we know as sight? Rochester vision scientists are helping reshape our understanding of how the brain \u2018sees.\u2019<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-2\" aria-label=\"Return to footnote 2\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-3\"><a href=\"https:\/\/antranik.org\/the-eye-and-vision\/#:~:text=About%2070%25%20of%20all%20the,of%20what%20we're%20seeing.\">The Eye and Vision<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-3\" aria-label=\"Return to footnote 3\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-4\"><a href=\"https:\/\/rocketium.com\/academy\/impact-visual-content-marketing\">What is the Impact of Visual Content Marketing?<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-4\" aria-label=\"Return to footnote 4\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-5\"><a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-5\" aria-label=\"Return to footnote 5\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-6\"><a href=\"https:\/\/www.searchenginepeople.com\/blog\/925-image-stats.html\">12 Hard Stats That Proof The Power Of Images<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-6\" aria-label=\"Return to footnote 6\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-7\"><a href=\"https:\/\/www.demandgenreport.com\/industry-topics\/content-strategies\/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html\">B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-7\" aria-label=\"Return to footnote 7\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-8\"><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\">The Rising Power of Visual Content [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-8\" aria-label=\"Return to footnote 8\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-9\"><a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">The Power of Visual Communication<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-9\" aria-label=\"Return to footnote 9\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-10\"><a href=\"https:\/\/www.omnicoreagency.com\/digital-marketing-statistics\">Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-10\" aria-label=\"Return to footnote 10\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-11\"><a href=\"http:\/\/visualcontentstatisticsinfographicreadmoreat:https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\">Visual Content Statistics Infographic<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-11\" aria-label=\"Return to footnote 11\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-12\"><a href=\"http:\/\/brainrules.net\/vision\">Brain rule rundown<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-12\" aria-label=\"Return to footnote 12\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-13\"><a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\">Instagram by the Numbers: Stats, Demographics &amp; Fun Facts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-13\" aria-label=\"Return to footnote 13\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-14\"><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.\">Link Tweet with an Image vs. Tweet with Twitter Cards, Does it Matter?<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-14\" aria-label=\"Return to footnote 14\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-15\"><a href=\"https:\/\/www.pixlee.com\/blog\/six-reasons-to-embrace-visual-commerce-in-2018\">Six Reasons to Embrace Visual Commerce in 2018<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-15\" aria-label=\"Return to footnote 15\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-16\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-16\" aria-label=\"Return to footnote 16\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-17\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-17\" aria-label=\"Return to footnote 17\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-18\"><a href=\"https:\/\/medium.com\/marketing-and-entrepreneurship\/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465\">16 Visual Content Marketing Statistics That Will Wake You Up<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-18\" aria-label=\"Return to footnote 18\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-19\"><a href=\"https:\/\/web.archive.org\/web\/20241106235354\/https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-19\" aria-label=\"Return to footnote 19\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-20\"><a href=\"https:\/\/web.archive.org\/web\/20240627083253\/https:\/\/walkaroundvideos.com\/blog\/2016\/11\/video-in-the-subject-line-increases-open-and-click-through-rates\">How to Increase Your Email Open and Click-through Rates<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-20\" aria-label=\"Return to footnote 20\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-21\"><a href=\"https:\/\/www.crazyegg.com\/blog\/content-marketing-strategy\">A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-21\" aria-label=\"Return to footnote 21\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-22\"><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\">The Rising Power of Visual Content [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-22\" aria-label=\"Return to footnote 22\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-23\"><a href=\"https:\/\/www.inc.com\/larry-kim\/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html\">16 Eye-Popping Statistics You Need to Know About Visual Content MarketingVisual content marketing is one big trend you need to embrace. And for good reason<\/a>. <a class=\"return-footnote\" href=\"#return-footnote-36-23\" aria-label=\"Return to footnote 23\">\u21b5<\/a><\/li>\r\n \t<li id=\"footnote-36-24\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-24\" aria-label=\"Return to footnote 24\">\u21b5<\/a><\/li>\r\n<\/ol>\r\n<\/div>\r\n<\/div>\r\n<h1><span style=\"font-size: 1.602em;font-weight: bold\">Attributions<\/span><\/h1>\r\n<div class=\"footnotes\">\r\n\r\nThis chapter was adapted from <a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/\" target=\"_blank\" rel=\"noopener\"><em><span style=\"text-align: initial;font-size: 1em\">Foundations in Digital Marketing<\/span><span class=\"screen-reader-text\">: <\/span>Building Meaningful Customer Relationships and Engaged Audiences<\/em><\/a> <span style=\"text-align: initial;font-size: 1em\">by Rochelle Grayson, which is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.<\/span>\r\n\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>","rendered":"<div class=\"bc-section section\">\n<div id=\"fundamentals-of-storytelling\" class=\"chapter standard\" title=\"Fundamentals of Storytelling\">\n<div class=\"chapter-title-wrap\">\n<div class=\"bc-section section\">\n<div id=\"fundamentals-of-storytelling\" class=\"chapter standard\" title=\"Fundamentals of Storytelling\">\n<div class=\"chapter-title-wrap\"><span style=\"text-align: initial;font-size: 1em\">A core skill for any digital communicator is the ability to tell compelling stories, which is a critical element of any digital strategy. <\/span><span style=\"text-align: initial;font-size: 1em\">Talented storytelling has many common traits:<\/span><a id=\"return-footnote-30-1\" class=\"footnote\" style=\"text-align: initial;font-size: 1em\" title=\"First Nations Pedagogy Online\" href=\"#footnote-30-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/div>\n<div class=\"ugc chapter-ugc\">\n<ul>\n<li>Expert use of the voice<\/li>\n<li>Vocal and body expression<\/li>\n<li>Intonation<\/li>\n<li>The use of verbal imagery<\/li>\n<li>Facial animation<\/li>\n<li>Context<\/li>\n<li>Plot and character development<\/li>\n<li>Natural pacing of the telling, and<\/li>\n<li>Careful authentic recall of the story<\/li>\n<\/ul>\n<p>So, how can we apply these storytelling techniques to our own organizational stories?<\/p>\n<h2>Imagery<\/h2>\n<p>Imagery is not just visual. Building on the previous point, there is <em><strong>visual<\/strong><\/em> imagery and <em><strong>verbal<\/strong><\/em> imagery. <strong>Visual imagery<\/strong> describes what we see and is what we traditionally think about when we think of imagery, e.g., photographs, charts, icons, etc. <strong>Verbal imagery<\/strong> represents the <strong><em>words and sounds<\/em><\/strong> one uses to paint a clear picture in your audience\u2019s minds. In many ways, verbal imagery can trigger stronger memories or emotions by connecting key words and sounds to important concepts, ideas, feelings, and, yes, even brands. This is why jingles can be so effective in branding activities.<\/p>\n<h2>Facial Animation<\/h2>\n<p>Sharing facial expressions can have a significant impact on your viewers. Are the people in your video smiling or frowning? Are they excited or indifferent? Are they puzzled or enlightened? And remember that even when writing a story, think about the words you are using (verbal imagery) to describe that facial expression and\/or animation in your story. This is a good time to point out how emojis have been used to achieve in short-form what authentic facial animation historically achieved for real.<\/p>\n<h2>Context (or Setting)<\/h2>\n<p>Context orients us in place and time. Context tells the audience what the presented information means to them and why they should care. But be careful about just providing facts. Great communicators provide rich context. Rich context goes beyond merely sharing <strong><em>what<\/em><\/strong> is the context and explores <strong><em>why<\/em><\/strong> this context is important or <strong><em>how<\/em><\/strong> this context might be applicable to even further-reaching circumstances. Rich context has multiple layers, allowing it to resonate with a wider range of audiences.<\/p>\n<h2>Plot and Character Development<\/h2>\n<p>Every story must have a beginning, middle, and end. The following image, also known as Freytag\u2019s Pyramid, is a commonly used framework when developing stories. Please note that this approach can be used for any length of story.<\/p>\n<div id=\"attachment_28\" class=\"wp-caption aligncenter\" style=\"width: 500px\" aria-describedby=\"caption-attachment-28\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-28\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Freytags-Pyramid-1024x566-1.png\" alt=\"Freytag's Pyramid\" width=\"500\" height=\"276\" \/><\/p>\n<div id=\"caption-attachment-28\" class=\"wp-caption-text\">Freytag\u2019s Pyramid<\/div>\n<\/div>\n<h1>Freytag\u2019s Pyramid<\/h1>\n<ul>\n<li><strong>Exposition<br \/>\n<\/strong>Exposition is the beginning of your story that introduces the three Cs: conflict (key issue\/problem), characters (often customers in marketing settings), and the context.<\/li>\n<li><strong>Rising Actions<br \/>\n<\/strong>Rising actions present the events before the climax, where your characters attempt to solve the problem (conflict), but fail.<\/li>\n<li><strong>Climax<\/strong><br \/>\nThe climax represents the turning point or point of greatest suspense\/action in your story.<\/li>\n<li><strong>Falling Actions<br \/>\n<\/strong>Falling Actions are the actions and events that happen after the climax.<\/li>\n<li><strong>Resolution<\/strong><br \/>\nEnd of the story where the conflicts or problems are solved.<\/li>\n<\/ul>\n<p>When you are telling your organizational stories, are you clearly including all of these elements? And are you walking your audiences through this entire storytelling journey?<\/p>\n<h2>Natural Pacing of the Telling<\/h2>\n<p>You need to spend time building your story by setting the foundational pieces in the beginning and middle of your story. Getting to your resolution too quickly can undermine the journey and steps required to get to that point. Take the appropriate time to build your story so that your climax truly presents a turning point in the audiences\u2019 journey.<\/p>\n<h2>Careful Authentic Recall of the Story<\/h2>\n<p>The best stories are those that are authentic, truthful, and clearly present the issues (conflict) and resolution. While many communicators may try to embellish their stories, stick to the facts and let the story tell the compelling narrative. If you feel the story needs to be embellished to make it more captivating, you may not have a story worth sharing.<\/p>\n<p>As you begin to create your own organizational stories, think about the following questions:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Creating-Your-Story.png\" alt=\"Creating Your Story\" width=\"500\" height=\"386\" \/><\/p>\n<ul>\n<li><strong>What kind of story are you creating?<\/strong>\n<ul>\n<li>employee story<\/li>\n<li>customer story<\/li>\n<li>organizational story<\/li>\n<li>sector or industry story<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>Who is your audience?<br \/>\n<\/strong>(This should align with the kind of story you are creating.)<\/p>\n<ul>\n<li>employees<\/li>\n<li>customers (potential and\/or existing)<\/li>\n<li>industry<\/li>\n<li>market<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>What do you want your audience to:<\/strong>\n<ul>\n<li>know<\/li>\n<li>feel<\/li>\n<li>see<\/li>\n<li>do<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>How will it resonate with your audience\u2019s mindset:<br \/>\n<\/strong>(This should align with what you want your target audience\u2019s responses to be.)<\/p>\n<ul>\n<li>needs<\/li>\n<li>interests<\/li>\n<li>goals\/fears<\/li>\n<li>doubts\/misconceptions<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"chapter-title-wrap\">\n<h2 class=\"chapter-title\">Visual Storytelling<\/h2>\n<\/div>\n<div class=\"ugc chapter-ugc\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-32\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"300\" height=\"314\" \/><\/p>\n<h2>The Importance of Visuals and Why<\/h2>\n<p>Now that we\u2019ve discussed how to tell compelling stories, let\u2019s 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\">Wikipedia<\/a>,<\/p>\n<blockquote><p>\u201c<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.\u201d<\/p><\/blockquote>\n<p>One 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>90% of information transmitted to the brain is visual<a id=\"return-footnote-36-1\" class=\"footnote\" title=\"Humans Process Visual Data Better\" href=\"#footnote-36-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/li>\n<li>50% of your brain is active in visual processing<a id=\"return-footnote-36-2\" class=\"footnote\" title=\"How do we transform an ever-changing jumble of visual stimuli into the rich and coherent three-dimensional perception we know as sight? Rochester vision scientists are helping reshape our understanding of how the brain \u2018sees.\u2019\" href=\"#footnote-36-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/li>\n<li>70% of your sensory receptors are in your eyes<a id=\"return-footnote-36-3\" class=\"footnote\" title=\"The Eye and Vision\" href=\"#footnote-36-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/li>\n<li>It takes only 13 milliseconds for the human brain to process an image.<a id=\"return-footnote-36-4\" class=\"footnote\" title=\"What is the Impact of Visual Content Marketing?\" href=\"#footnote-36-4\" aria-label=\"Footnote 4\"><sup class=\"footnote\">[4]<\/sup><\/a><\/li>\n<li>Our brain processes visuals 60,000 times faster than text.<a id=\"return-footnote-36-5\" class=\"footnote\" title=\"Humans Process Visual Data Better\" href=\"#footnote-36-5\" aria-label=\"Footnote 5\"><sup class=\"footnote\">[5]<\/sup><\/a><\/li>\n<li>80% of people remember what they see, <a id=\"return-footnote-36-6\" class=\"footnote\" title=\"12 Hard Stats That Proof The Power Of Images\" href=\"#footnote-36-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a> compared to 10% what they hear and 20% of what they read.<\/li>\n<\/ul>\n<p>But, what if some of the above information were presented as follows?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-33\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/The-Reasons-Visuals-Are-Important-1024x717-1.png\" alt=\"An infographi presenting the same information as the previous list. It uses bright colours, icons, and information is spaced out.\" width=\"500\" height=\"350\" \/>Do you prefer the bullets or the infographic?<\/p>\n<p>In responses to a 2014 survey, 95% of B2B buyers said that they wanted shorter and highly visual content.<a id=\"return-footnote-36-7\" class=\"footnote\" title=\"B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content\" href=\"#footnote-36-7\" aria-label=\"Footnote 7\"><sup class=\"footnote\">[7]<\/sup><\/a> And, organizations that feature visual content grow traffic 12 times faster than those that don\u2019t.<a id=\"return-footnote-36-8\" class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" href=\"#footnote-36-8\" aria-label=\"Footnote 8\"><sup class=\"footnote\">[8]<\/sup><\/a><\/p>\n<p>Also, in comparison, we don\u2019t have much patience for text.<\/p>\n<ul>\n<li>Most people only read 20-28% of the words on the page.<a id=\"return-footnote-36-9\" class=\"footnote\" title=\"The Power of Visual Communication\" href=\"#footnote-36-9\" aria-label=\"Footnote 9\"><sup class=\"footnote\">[9]<\/sup><\/a><\/li>\n<li>80% of people will watch a video<a id=\"return-footnote-36-10\" class=\"footnote\" title=\"Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts\" href=\"#footnote-36-10\" aria-label=\"Footnote 10\"><sup class=\"footnote\">[10]<\/sup><\/a>, but only 20% of people will read text on a page.<\/li>\n<li>55% of website visitors spend less than 15 seconds actively reading.<a id=\"return-footnote-36-11\" class=\"footnote\" title=\"Visual Content Statistics Infographic\" href=\"#footnote-36-11\" aria-label=\"Footnote 11\"><sup class=\"footnote\">[11]<\/sup><\/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 relevant image is paired with that same information, people retained 65% of the information<a id=\"return-footnote-36-12\" class=\"footnote\" title=\"Brain rule rundown\" href=\"#footnote-36-12\" aria-label=\"Footnote 12\"><sup class=\"footnote\">[12]<\/sup><\/a> three days later.<\/p>\n<p>We also love to consume and share pictures, infographics, and videos:<\/p>\n<div id=\"attachment_34\" class=\"wp-caption aligncenter\" style=\"width: 500px\" aria-describedby=\"caption-attachment-34\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-34\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/What-Happens-in-an-Internet-Minute-2021-e1675294828662.jpeg\" alt=\"A diagram showing how much happens in a minute across different platforms. For example, 1.4 million scrolling on Facebook, and 197.6 million emails sent.\" width=\"500\" height=\"550\" \/><\/p>\n<div id=\"caption-attachment-34\" class=\"wp-caption-text\">2021: This is what happens in an Internet minute.<\/div>\n<\/div>\n<ul>\n<li>More than 100 million photos and videos are posted daily on Instagram.<a id=\"return-footnote-36-13\" class=\"footnote\" title=\"Instagram by the Numbers: Stats, Demographics &amp; Fun Facts\" href=\"#footnote-36-13\" aria-label=\"Footnote 13\"><sup class=\"footnote\">[13]<\/sup><\/a><\/li>\n<li>Tweets with images receive 150% more retweets<a id=\"return-footnote-36-14\" class=\"footnote\" title=\"Link Tweet with an Image vs. Tweet with Twitter Cards, Does it Matter?\" href=\"#footnote-36-14\" aria-label=\"Footnote 14\"><sup class=\"footnote\">[14]<\/sup><\/a> than tweets without them.<\/li>\n<li>On Facebook, photos have an interaction rate of 87%, <a id=\"return-footnote-36-15\" class=\"footnote\" title=\"Six Reasons to Embrace Visual Commerce in 2018\" href=\"#footnote-36-15\" aria-label=\"Footnote 15\"><sup class=\"footnote\">[15]<\/sup><\/a> compared to 4% or less for other types of posts, such as links or text.<\/li>\n<li>100 million hours of video are watched every day on Facebook, <a id=\"return-footnote-36-16\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-16\" aria-label=\"Footnote 16\"><sup class=\"footnote\">[16]<\/sup><\/a> 85% of them with the sound off.<\/li>\n<li>6 billion video ads<a id=\"return-footnote-36-17\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-17\" aria-label=\"Footnote 17\"><sup class=\"footnote\">[17]<\/sup><\/a> are watched online each year.<\/li>\n<li>Posts that include images produce 650% higher engagement<a id=\"return-footnote-36-18\" class=\"footnote\" title=\"16 Visual Content Marketing Statistics That Will Wake You Up\" href=\"#footnote-36-18\" aria-label=\"Footnote 18\"><sup class=\"footnote\">[18]<\/sup><\/a> than text-only posts.<\/li>\n<li>People share infographics three times more<a id=\"return-footnote-36-19\" class=\"footnote\" title=\"15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind\" href=\"#footnote-36-19\" aria-label=\"Footnote 19\"><sup class=\"footnote\">[19]<\/sup><\/a> than any other type of content.<\/li>\n<li>Using the word \u201cvideo\u201d in an email subject line<a id=\"return-footnote-36-20\" class=\"footnote\" title=\"How to Increase Your Email Open and Click-through Rates\" href=\"#footnote-36-20\" aria-label=\"Footnote 20\"><sup class=\"footnote\">[20]<\/sup><\/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 wp-image-35\" src=\"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-content\/uploads\/sites\/2031\/2023\/07\/Videos-Drive-Purchases-1024x1024-1.png\" alt=\"An infographic sharing statistics on how videos drive purchases. Statistics described in following text.\" width=\"500\" height=\"500\" \/><\/p>\n<ul>\n<li>70% of B2B buyers and researchers watch a video during their purchase process.<a id=\"return-footnote-36-21\" class=\"footnote\" title=\"A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts\" href=\"#footnote-36-21\" aria-label=\"Footnote 21\"><sup class=\"footnote\">[21]<\/sup><\/a><\/li>\n<li>Four times as many consumers would rather watch a video about a product than read about it.<a id=\"return-footnote-36-22\" class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" href=\"#footnote-36-22\" aria-label=\"Footnote 22\"><sup class=\"footnote\">[22]<\/sup><\/a><\/li>\n<li>People are 85 percent more likely to buy a product after viewing a product video.<a id=\"return-footnote-36-23\" class=\"footnote\" title=\"16 Eye-Popping Statistics You Need to Know About Visual Content MarketingVisual content marketing is one big trend you need to embrace. And for good reason.\" href=\"#footnote-36-23\" aria-label=\"Footnote 23\"><sup class=\"footnote\">[23]<\/sup><\/a><\/li>\n<li>Videos on landing pages increase conversions by up to 86%.<a id=\"return-footnote-36-24\" class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" href=\"#footnote-36-24\" aria-label=\"Footnote 24\"><sup class=\"footnote\">[24]<\/sup><\/a><\/li>\n<\/ul>\n<p>Visuals are an important and inherent part of how we process information. And, as communicators with global audiences, relying on universal imagery\u2014instead of specific written languages or words\u2014allows 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.<\/p>\n<h3>Media Attributions<\/h3>\n<ul>\n<li>Freytag\u2019s Pyramid by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Creating your story by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\n<li>Visually thinking icon by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\n<li>The reasons visuals are important\u00a0by Rochelle Grayson is licensed under a\u00a0<a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\n<li><a href=\"https:\/\/lorilewismedia.com\">What happens in an Internet minute \u2013 2021<\/a> \u00a9 <a href=\"https:\/\/twitter.com\/lorilewis\">Lori Lewis<\/a> and <a href=\"https:\/\/twitter.com\/officiallychadd?lang=en\">Chadd LunaLeKat<\/a> is for educational, non-commercial use only.<\/li>\n<li>Videos drives purchases by Rochelle Grayson is licensed under a <a class=\"internal\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\">CC BY 4.0 licence<\/a>.<\/li>\n<\/ul>\n<hr class=\"before-footnotes clear\" \/>\n<div class=\"footnotes\">\n<ol>\n<li id=\"footnote-30-1\"><a href=\"https:\/\/firstnationspedagogy.ca\/storytelling.html\">First Nations Pedagogy Online<\/a> <a class=\"return-footnote\" href=\"#return-footnote-30-1\" aria-label=\"Return to footnote 1\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-1\"><a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-1\" aria-label=\"Return to footnote 1\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-2\"><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\">How do we transform an ever-changing jumble of visual stimuli into the rich and coherent three-dimensional perception we know as sight? Rochester vision scientists are helping reshape our understanding of how the brain \u2018sees.\u2019<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-2\" aria-label=\"Return to footnote 2\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-3\"><a href=\"https:\/\/antranik.org\/the-eye-and-vision\/#:~:text=About%2070%25%20of%20all%20the,of%20what%20we're%20seeing.\">The Eye and Vision<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-3\" aria-label=\"Return to footnote 3\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-4\"><a href=\"https:\/\/rocketium.com\/academy\/impact-visual-content-marketing\">What is the Impact of Visual Content Marketing?<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-4\" aria-label=\"Return to footnote 4\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-5\"><a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-5\" aria-label=\"Return to footnote 5\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-6\"><a href=\"https:\/\/www.searchenginepeople.com\/blog\/925-image-stats.html\">12 Hard Stats That Proof The Power Of Images<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-6\" aria-label=\"Return to footnote 6\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-7\"><a href=\"https:\/\/www.demandgenreport.com\/industry-topics\/content-strategies\/2746-b2b-content-preferences-survey-buyers-want-short-visual-mobile-optimized-content.html\">B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-7\" aria-label=\"Return to footnote 7\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-8\"><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\">The Rising Power of Visual Content [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-8\" aria-label=\"Return to footnote 8\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-9\"><a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">The Power of Visual Communication<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-9\" aria-label=\"Return to footnote 9\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-10\"><a href=\"https:\/\/www.omnicoreagency.com\/digital-marketing-statistics\">Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-10\" aria-label=\"Return to footnote 10\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-11\"><a href=\"http:\/\/visualcontentstatisticsinfographicreadmoreat:https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\">Visual Content Statistics Infographic<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-11\" aria-label=\"Return to footnote 11\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-12\"><a href=\"http:\/\/brainrules.net\/vision\">Brain rule rundown<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-12\" aria-label=\"Return to footnote 12\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-13\"><a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\">Instagram by the Numbers: Stats, Demographics &amp; Fun Facts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-13\" aria-label=\"Return to footnote 13\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-14\"><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.\">Link Tweet with an Image vs. Tweet with Twitter Cards, Does it Matter?<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-14\" aria-label=\"Return to footnote 14\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-15\"><a href=\"https:\/\/www.pixlee.com\/blog\/six-reasons-to-embrace-visual-commerce-in-2018\">Six Reasons to Embrace Visual Commerce in 2018<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-15\" aria-label=\"Return to footnote 15\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-16\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-16\" aria-label=\"Return to footnote 16\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-17\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-17\" aria-label=\"Return to footnote 17\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-18\"><a href=\"https:\/\/medium.com\/marketing-and-entrepreneurship\/16-visual-content-marketing-statistics-that-will-wake-you-up-59c4c0b80465\">16 Visual Content Marketing Statistics That Will Wake You Up<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-18\" aria-label=\"Return to footnote 18\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-19\"><a href=\"https:\/\/web.archive.org\/web\/20241106235354\/https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-19\" aria-label=\"Return to footnote 19\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-20\"><a href=\"https:\/\/web.archive.org\/web\/20240627083253\/https:\/\/walkaroundvideos.com\/blog\/2016\/11\/video-in-the-subject-line-increases-open-and-click-through-rates\">How to Increase Your Email Open and Click-through Rates<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-20\" aria-label=\"Return to footnote 20\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-21\"><a href=\"https:\/\/www.crazyegg.com\/blog\/content-marketing-strategy\">A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-21\" aria-label=\"Return to footnote 21\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-22\"><a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\">The Rising Power of Visual Content [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-22\" aria-label=\"Return to footnote 22\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-23\"><a href=\"https:\/\/www.inc.com\/larry-kim\/visual-content-marketing-16-eye-popping-statistics-you-need-to-know.html\">16 Eye-Popping Statistics You Need to Know About Visual Content MarketingVisual content marketing is one big trend you need to embrace. And for good reason<\/a>. <a class=\"return-footnote\" href=\"#return-footnote-36-23\" aria-label=\"Return to footnote 23\">\u21b5<\/a><\/li>\n<li id=\"footnote-36-24\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a class=\"return-footnote\" href=\"#return-footnote-36-24\" aria-label=\"Return to footnote 24\">\u21b5<\/a><\/li>\n<\/ol>\n<\/div>\n<\/div>\n<h1><span style=\"font-size: 1.602em;font-weight: bold\">Attributions<\/span><\/h1>\n<div class=\"footnotes\">\n<p>This chapter was adapted from <a href=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/\" target=\"_blank\" rel=\"noopener\"><em><span style=\"text-align: initial;font-size: 1em\">Foundations in Digital Marketing<\/span><span class=\"screen-reader-text\">: <\/span>Building Meaningful Customer Relationships and Engaged Audiences<\/em><\/a> <span style=\"text-align: initial;font-size: 1em\">by Rochelle Grayson, which is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"author":1660,"menu_order":12,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-42","chapter","type-chapter","status-publish","hentry"],"part":3,"_links":{"self":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapters\/42","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/wp\/v2\/users\/1660"}],"version-history":[{"count":10,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapters\/42\/revisions"}],"predecessor-version":[{"id":322,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapters\/42\/revisions\/322"}],"part":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/parts\/3"}],"metadata":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapters\/42\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/wp\/v2\/media?parent=42"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/pressbooks\/v2\/chapter-type?post=42"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/wp\/v2\/contributor?post=42"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/pressbooks.bccampus.ca\/socialmedia\/wp-json\/wp\/v2\/license?post=42"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}