Quicker than changing into a marketer, I was a journalist who loved the danger to tell stories about my workforce and proportion perspectives that may otherwise transfer omitted.
Once I left the journalism trade, I thought my storytelling days were over; however, visual storytelling is important throughout the promoting world.
Visual storytelling shall we in producers to connect to audiences on an emotional and personal level by means of sharing stories accompanied by means of sudden imagery.
So, keep finding out to learn how to incorporate visual storytelling into your promoting advertising and marketing marketing campaign. I‘ve integrated a couple of of my favorite examples to help inspire you. Let’s transfer!
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The company, which specializes in temporary—and long-term homestays, posted a video on its YouTube channel telling the story of a displaced family that got a modern get began by means of securing temporary housing by way of Airbnb.
The YouTube video interweaves interviews with the family with b-roll footage of their day-to-day lives, former space, and the natural disaster that changed their lives endlessly.
The story tugs at my heart, and the rich imagery and thoughtful edits make stronger it. All while promoting Airbnb as further than just an alternative choice to hotels; it’s an risk for many who need temporary safe haven.
Why is visual storytelling crucial?
Visual storytelling can assemble an authentic, emotional connection between your emblem and its audience, leading to dependable customers who’re invested on your story, products, and services. Let’s go back to my Airbnb example.
Shoppers would most likely see this heartwarming story of the best way Airbnb helped a family in need and would most likely decide to e ebook their next vacation stick to Airbnb now not merely as a result of its services alternatively on account of they wish to keep the trade thriving so they may be able to help other families.
Visual storytelling can also assemble emblem popularity that can final for years yet to come. My favorite example of lifelong emblem popularity is Morning time Dish Cleansing cleaning soap’s “The Large Symbol” docuseries—which I’m going to find further in-depth later.
Elements of Visual Storytelling
So what elements do you need to flawlessly execute visual storytelling on your advertising and marketing marketing campaign? Well, let’s get began with the obvious —the visuals and story.
Visuals
Whether or not or no longer you could be telling a story by way of graphics, pictures, or video, compelling imagery is essential to bringing your story to lifestyles. A couple of of my favorite examples of gorgeous visuals come from the Sydney Opera Space.
The world-famous opera house in brief closed its doors all over the COVID-19 pandemic, and for the main time in years, the venue used to be as soon as empty of holiday makers and performers.
During this time, the opera house underwent upkeep and updates, and an area photographer, Daniel Boud, used to be as soon as invited inside of.
Boud took stunning footage of an surprisingly empty Sydney Opera Area, a internet web page the general public would most likely not at all see over again.
The pictures conveyed some way of nostalgia for the a large number of performances that have taken place at the decades-old opera house.
As well as they suggested a story of unease and melancholy, reflecting the wave of uncertainty that swept the world of include residing potency at the start of the pandemic as many venues closed their doors (some for excellent).
Footage of establishing staff updating the opera house moreover reflected a glimmer of hope for the longer term as they spruced up the venue for long run performances despite now not understanding when they’d ever happen.
Symbol Supply
Story
In the end, you will have to bring to mind the story you could be taking a look to tell previous to you’ll even get your visuals together.
The Sydney Opera Space wanted Boud to tell the story of the best way some of the an important vigorous and loud places on this planet stood silent and empty alternatively however showed hope for the future of its livelihood and that of the potency paintings trade.
What story do you want to position throughout for your audience? Perhaps you want to proportion how your emblem were given right here to be or how your corporate has made a difference in the local community.
Perhaps your emblem has professional some unhealthy press, and you want to show the best way you‘ve grew to transform problems spherical and hugely stepped ahead your products or services, like Domino’s Pizza.
Years prior to now, the company gained backlash for the usual of its pizza and used to be as soon as the butt of many jokes.
Throughout the video below, Domino’s uses interviews, a b-roll, original consumer reactions, and a peek behind the kitchen to show that the company is using a brand spanking new recipe and that consumers can now revel of their newly stepped ahead delicious pizza.
Emotions
Your visual story will have to make your audience in point of fact really feel something that generates an emotional connection. As I discussed earlier, the pictures of an empty Sydney Opera Space made target market uneasy.
How would possibly simply this kind of powerhouse transform so desolate? How would possibly simply problems business so suddenly?
The pictures moreover conveyed isolation from artists, the appearing arts workforce, and the world.
The ones feelings fostered an emotional connection with target market on account of they’ve been the equivalent feelings that people felt global since the pandemic stressed many to stay indoors and avoid gatherings with members of the family.
Imagine a topic your audience is experiencing and be capable of tell a story that illustrates their feelings and displays that, above all, you already know them.
Authenticity
Regardless of story you‘re taking a look to tell needs to return again from an actual place. What’s a real drawback that your audience often studies? How can you visually show that your emblem offers a real resolution?
What’s the authentic story of the best way your emblem were given right here to be? Can authentic shoppers offer testimonials of the best way your product or service helped them?
The Sydney Opera Space in point of fact did shut down in brief all over the pandemic, and the pictures taken all over its time of silence were authentic and now not staged. So, for lack of larger words, keep it authentic in the case of visual storytelling.
Objective
In spite of everything, what do you want your audience to do after discovering your story? At the end of its articles that comes with Boud’s photos, the Sydney Opera Space integrated a link calling for target market to donate.
The pictures were taken to show target market that the opera house’s doors were closed alternatively would reopen with an entire new look; throughout the meantime, donate to stick the potency arts iconic beacon alive!
Domino‘s Pizza wanted its target audience to take hold of that it gained their feedback and made positive changes to its recipe, in order that they’re able for a 2d chance to impress.
What’s the objective of your story?
Methods to Use Visual Storytelling for Promoting
The examples below will give you belief into the way you’ll use visual storytelling on your marketing strategy, off the best of my head, I know you’ll use the concept that in promoting to:
- Share your challenge and vision at the side of your audience
- Reflect on positive changes coming for your emblem
- Show selection uses to your product and services
- Show where your emblem stands on crucial issues in the case of your target audience
To inspire you, I‘ve compiled a list of my favorite examples of visual storytelling, each and every earlier and new. Let’s dive in!
Visual Storytelling Examples
1. Morning time Dish Cleansing cleaning soap – “The Large Symbol”
I suggested you I may revisit this example! This advertising and marketing marketing campaign is an oldie alternatively a goodie because it remains a core part of Morning time’s branding to this very day.
In 2013, the dish cleansing cleaning soap company introduced a nine-part documentary known as “The Large Symbol,” which followed rescuers and volunteers using Morning time to wash and care for wildlife.
The main episode famously showed rescuers using Morning time to wash ducks caught throughout the crossfire of oil spills.
More than a decade later, ducklings dubbed “the Morning time Ducks” are pictured on nearly all of Morning time’s products and are however featured in advertisements.
What I in point of fact like: The docuseries choices interviews with authentic rescuers interspersed with a b-roll of oil birds being cleaned using the cleansing cleaning soap.
I moreover love how the documentary cleverly showed how the cleansing cleaning soap is tricky enough to cut by way of oil alternatively subtle on the pores and pores and skin.
2. Dove – The Code | Dove Self-Esteem Challenge
In 2024, Dove introduced a temporary film known as “The Code” as part of the Dove Self-Esteem Challenge. It displays a young girl of color asking AI to generate photos of what shocking, confident girls seem to be.
The more youthful girl is then confirmed AI-generated photos of white, blond-haired girls who’re suitable within very slim, unrealistic beauty necessities. She later types within the equivalent query alternatively instead supplies “in step with Dove Exact Excellent appears Ad.”
From there, she is confirmed further more than a few, existence like photos of confident and lovely girls.
What I in point of fact like: The film drives space Dove‘s point in just one minute, taking pictures the objective target market’s attention without overstaying its welcome.
I moreover love that Dove integrated statistics about AI at the start and hooked up it to the ad‘s objective: to show that Dove isn’t going to make use of AI to create or discord girls’s photos.
This film used to be as soon as an inventive and heartwarming strategy to decide believe and transparency between the company and its audience.
3. Airbnb
I already lined why Airbnb‘s YouTube video about Ula and her family is a superb example of visual storytelling, so I won’t rehash the equivalent details.
As a substitute, I beg you to take into consideration ways your emblem or workforce has confirmed up to your workforce or those in need.
Then, reach out to the people or families who’ve benefited from your services and highlight their testimonials in a visual medium like film or photos.
4. Gemini
Coinciding with the 2024 Olympics, Google introduced an Olympic-themed ad showcasing the a large number of uses of AI, Gemini. The ad features a father telling the story of the best way his daughter is inspired by means of Olympic sprinter Sydney McLaughlin-Levrone.
As the father narrates the ad, target market are confirmed rapid clips of Gemini generating a training routine for his child.
The ad ends with the narrator asking Gemini to help his daughter write a letter to Sydney pronouncing she‘s an inspiration and she or he plans on breaking her file when she’s older.
What I in point of fact like: Google found out a strategy to connect a gift, trending topic (the Olympics) to its product while showcasing Gemini’s many uses.
5. Amazon – “Saving Sawyer”
Amazon’s “Saving Sawyer” ad displays a dog who enjoys spending time along side his family as they lock down all over the COVID-19 pandemic.
Alternatively, after the lockdown ends and the family returns to university and art work, the dog briefly becomes stressed out, lonely, and damaging.
The ad displays the family shopping for a dog kennel on Amazon since the dog (and audience) nervously seems on.
Fortunately, it kind of feels the kennel wasn’t for the dog alternatively for a brand spanking new pet that will likely be changing into a member of the family and retaining lonely dog company.
What I in point of fact like: Amazon does an excellent activity of connecting a relatable state of affairs to its provider. During the pandemic, as regards to one in 5 households nationwide adopted a brand spanking new dog.
The ones pets become used to their families being space with they all day, and numerous Americans struggled to adopt their animals to being space alone as folks began returning to university and art work.
Amazon incorporated this truth into its visual storytelling and showed audiences that Amazon carries many products that can be helpful for pits, along side an virtual maintain distributor and a kennel for bringing a brand spanking new pet space to stick your original fur kid company.
I moreover acknowledge how the ad carried out on emotion by means of making the objective target market concern in regards to the dog‘s future (I’m assuming his establish is Sawyer?).
6. Purina Provider Dog Salute
Purina’s shifting documentary follows 3 real-life veterans and their provider dog.
All the way through the documentary, the veterans describe their time throughout the military and their battle to move forward into civilian lifestyles while managing their mental neatly being.
The documentary displays the difference provider dog make in their lives. While telling the stories, target market can see rapid images of the dog eating Purina dog food to have the ability and diet to help their householders.
What I in point of fact like: The documentary choices authentic interviews with authentic veterans, and images of Purina baggage is incorporated into the film in a natural means.
And, since the daughter of two veterans, I was in a position to emotionally connect with the video’s subjects.
7. Gibson – “The Process”
Gibson Inc. wishes its customers to take hold of the guitars they advertise are expertly crafted and of the most efficient high quality.
To energy those problems space, the guitar company started a digital series known as “The Process,” which takes target market behind the scenes of crafting a Gibson guitar.
What I in point of fact like: I have the benefit of the original look into the paintings of crafting a guitar. It‘s a peek behind a curtain that even necessarily essentially the most talented players aren’t all the time granted.
Imagine the process of creating your product and believe ways you’ll take target market behind the scenes.
8. Nike – What Are You Working On?
Each and every episode of Nike’s web series “What Are You Working On?” highlights an athlete as they proportion their unique journeys. The subjects narrate the episodes, which show them taking part in their sport, training, and working to achieve their targets.
What I in point of fact like: Each and every athlete is noticed lacing up their Nike shoes and dressed in Nike gear as they train, showing the objective target market that Nike plays a role in their journey as neatly and is designed with athletes in ideas.
9. Subaru – Subaru Loves Finding out
A large number of the examples I‘ve confirmed you include large, dear productions, extraordinarily stylized footage, and nearly movie-level improving.
On the other hand don’t concern; Subaru‘s short-form video for Subaru Loves Finding out proves that you simply don’t need all that for impactful visual storytelling.
The video choices authentic voice messages from educators thanking Subaru for adopting their study rooms and providing the must haves to their students.
The raw voice messages are accompanied by means of pictures of the college rooms Subaru adopted and the supplies they gained.
What I in point of fact like: Creating a video like Subaru’s is inconspicuous and rapid to make. You most efficient need audio, pictures, and basic improving talents (or an intuitive app to edit the video for you).
10. McDonald’s Anime Industry
I‘m a huge anime fan, so I in fact cherished this McDonald’s anime ad that aired in Japan various years prior to now. The animated ad displays a young girl who gets a job at her local McDonald’s and is mentored by means of her manager.
As time is happening, the girl develops crucial talents that help her mentor the next technology of staff and switch without delay to higher-paying choices in the future.
The ad encourages folks to make use of to their local McDonald’s to comprehend talents for various careers.
What I in point of fact like: I really like that the ad makes use of gorgeous animation to portray McDonald’s as more than a snappy foods consuming position, alternatively as a place more youthful folks can transfer to broaden and increase key talents.
Imagine what your emblem brings to its workforce this is going previous services and products and merchandise.
As you’ll see, visual storytelling can be used in many ways to get folks invested on your emblem. Merely get began with a vision, story, and objective.
Editor’s understand: This publish used to be as soon as to start with published in May 2016 and has been up to the moment for comprehensiveness.
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