Compelling websites turn visitors into customers, but what's their secret? Visual storytelling.

In my experience, however, many businesses and organizations underestimate the power of visual storytelling.

It can engage people, hold their attention, and make them actually want to do business with you.

That's why it's in every marketing professional's best interest to master such a powerful and strategic practice.

What Is Visual Storytelling?

Visual storytelling uses images, graphics, videos, and other visuals to engage audiences on a deeper and more emotional level than words alone.

Done well, it creates coherent, compelling, easily digestible, and memorable narratives that resonate with target customers; it not only evokes specific emotions and conveys the brand's values but also serves as a powerful value proposition, communicating the benefits of your product or service.

Visual storytelling can be used in all types of marketing materials, from website design to social media posts.

For instance, a clothing brand could use a series of photos showing a model carefully getting ready for a night out; the final frame might show her date—who might, unexpectedly, turn out to be her grandmother...

When customers realize that the heroine was getting ready with such care because she was excited to see her grandmother, they experience the warmth of this close interpersonal relationship.

Meanwhile—without the viewer consciously realizing it—those positive feelings rub off on the brand that sponsored the message. The element of surprise maximizes the message's memorability, ensuring the message will stay with the viewer for as long as possible.

Why Visual Storytelling Works

Visual storytelling works so well because it leverages how the human brain is wired. People are naturally drawn to visuals.

The human brain processes them thousands of times faster than written information. Indeed, 90% of the information the brain processes is visual.

And because visual storytelling operates on an emotional level, it can forge strong connections with prospective customers.

Visual messages also tend to be more memorable than text-driven copy because the human brain retains visual information better than words. You might remember this popular article's explanation: "People can remember more than 2,000 pictures with at least 90% accuracy in recognition tests over several days, even with short presentation times during learning. This excellent memory for pictures consistently exceeds our ability to remember words."

Visual stories can create suspense and interest, boosting the chances that viewers will give the message their attention. The more the message resonates and creates an emotional connection, the more likely they will think of the brand when they want to buy a product or service the company offers.

Moreover, visual storytelling can simplify complex concepts, quickly providing a clear representation that viewers easily understand.

Deploying visual storytelling effectively, however, must start with selecting the right emotion for your marketing campaign.

Choosing the Right Emotion

Different emotions work best for promoting different types of products. Using the right emotions in the right ways is key to converting prospects into customers:

• Humor, if used skillfully, can help a businesses present a friendly and approachable image. Playful illustrations, witty captions, or clever animations can make people chuckle, enhancing the brand's likeability. Light-hearted, quirky, or entertainment-focused products are usually the best fit for such an approach.
• Inspiration can also motivate people to become customers. This approach showcases how a product improves people's lives. Success stories from satisfied customers are a great example. Think of a fitness brand that uses before-and-after photos showing individuals achieving their fitness goals. Most people who see those images immediately start becoming inspired, imagining their own positive outcomes.
• Curiosity intrigues visitors and heightens anticipation. Elements of mystery and novelty can also lead prospective customers to take an active role in exploring more. A technology brand could use visually appealing product shots that hide certain features behind buttons to click, which entices visitors to interact with the page to discover more about the innovative technology. When you leave people wanting to know more, they become more willing to interact with your brand. They may even become customers just to satisfy their curiosity.
• Creating a warm sense of belonging in your viewers is another practical approach. You might highlight the values, beliefs, or interests your brand shares with your target customers—to make them feel like they are part of a likeminded community. Products that cater to specific niches often find success with this approach.

Those aren't the only emotions that can be effective, however. Moreover, emotions are not mutually exclusive; different combinations can be used to appeal to different target audiences.

Reach Customers as Quickly and Effectively as Possible

Ultimately, the power of visual storytelling lies in its ability to tell a story. Whether you use a series of photos, a video, a chart, or a diagram, a visual story illustrating your product or service helps your brand reach customers quickly and effectively.

Captivate the audience's attention and create an emotional connection. Tell a visual story.

More Resources on Visual Storytelling in Marketing

How to Tell a Visual Story (Even You, B2B): A Marketer's Guide

The Six Superpowers of Video Storytelling

Visual Storytelling: Ekaterina Walter Talks to Marketing Smarts [Podcast]

Six Ways to Prepare Your Brand for Social Media's Visual Revolution