Changing Media Makes Visual Storytelling Essential for Brands

Thursday, December 6th, 2012

It’s a familiar refrain: technology is changing the way consumers find and absorb new information, brand news and interact with companies as well as each other.

As a PR firm representing clients and trying to tell brand stories to engage with these consumers, we need to evaluate and understand the manner in which they discover, consume and react to news. In trying to understand the changing media landscape and consumer preferences, we need to take into consideration some key factors:

A Continental Content Divide Has Formed

Media will choose sides whereas communication pros must expand their approach for delivering information and content on behalf of a brand. There is no longer just a media-to-consumer approach, but a consumer-to-consumer and consumer-to-media approaches are also ways that content is created and shared. 

Journalism Embraces Digital Culture

With social media serving as a key driver of traffic and discovery, the lines between digital culture and news have blurred. Everyone can be a journalist, by contributing news. News sources themselves are embracing consumer submissions to drive engagement and enhance reporting.   

Content vs. Time

The amount of content available is infinite, but time spent consuming information is finite. Consumers choose where they focus their attention and often opt for a mixture of hard news and entertainment. Brands must take this into consideration when developing content strategies.

To ensure a brand or client is engaging with consumers in a meaningful way, these factors are contributing to an evolving media landscape.  As consumers spend more time using mobile devices to discover and consume news, brands must experiment with creative ways to break through clutter and grab attention. Considering limited attention spans, visuals are an essential tactic that should be considered for all content development and engagement strategies.

Why? Because visuals matter:

  • They increase engagement
  • They explain  and summarize information
  • They speed comprehension
  • They provide a structure for organizing, planning and studying information

Whether it be an infographic, map, chart, Pinterest board, photos or videos – visuals are an integral tactic to tell stories, engage with consumers and ensure information is related in a way that leaves a lasting impression.

*Insights and information resulted from PR News webinar, Visual Storytelling: How to Tell Your Brand’s Story Online With Images 

Photo Source: Photl

Enhanced by Zemanta