Storytelling has been around since prehistoric people painted on cave walls. And, today, we’re absorbing it through more screens than ever.

Over 145 thousand photos are posted to Facebook every 60 seconds, and people are watching five billion YouTube videos per day, according to Omnicore. Instagram has nearly 500 million active daily users; and, brands are posting nearly 30 times per month, according to AdEspresso.

Visual storytelling also enhances your opportunities to engage. As one example, consider Twitter:  Commun.it reports that tweets with videos and photos—generate far more engagement than text-only tweets: Tweets with images can increase Twitter engagement by 150 percent, and tweets with videos are six times more likely to be retweeted than tweets with photos.

And, if you work with the news media, offering meaningful, news-oriented visuals for events and story ideas or pitches is one more way to add value for them and the viewers or readers they serve.

 

Hands down, yes, absolutely work with a professional photographer or videographer if you can. If you do, be sure to provide direction and planning that will make the most of their talents and artistry. Provide a shot list. Share what you’re trying to achieve and how you’ll use the visuals they capture for you. And, collaborate!

As you think through the visual flavor of your storytelling, these seven questions can help you evaluate it (See the video above for some examples that show you what I mean).

Does it add emphasis to the story you’re telling?
If you’re announcing something new or blogging about a trend, use an image that helps drive home the story you’re telling. It could be a symbolic image, a photo of what you’re releasing or opening, a chart or a graph…

Is it the right tone for your story?
Be sure your visuals deliver on your overall goals for the story or storyline you’re sharing. Make sure they fit your brand’s personality. And, whatever you show, make sure it feels like a natural representation of what you’re talking about, not something that feels forced. That defeats the purpose.

Does it include good branding?
When you design or direct photography or video on behalf of a brand, think ahead for natural ways to weave in your brand. If it’s for news media, be sure the news value comes first and your logo is an accent… unless the story you are telling is the brand itself. Then, try to offer multiple ways to visualize it. Just be sure they add value — and make your story interesting — for those you hope will use and see it.

Is it intriguing (Does it inspire you to want to know more)?
Another benefit to strong visual storytelling is that it can generate interest with people whether they plan to read, listen to or watch your story or not. So give yourself — and your story — the added advantage.

Does it tell a story (or start to) within seconds of looking at it?
Just like the first few sentences of a good story, press release, blog or web page draw your readers in, your visuals can create the same impact if you plan them well. If you’re unsure how to achieve this, the best way is to work with a professional photographer — or learn from one.

Does it work for print, online, TV and social media?
If you are planning visuals for a news media event, think about all the ways they may be used, including print, broadcast, online and social. Aim for storytelling elements that connect with people no matter where they see or experience them.

Is it memorable, meaningful or both?
Think about what your visual will mean to the brand and the priority publics who see it. Will it stand for something you care about or for something that’s meaningful for your brand? Use elements that symbolize the story you’re telling in positive, unique ways.

Whether we connect through social or more traditional media channels, as corporate storytellers, we owe it to the people and companies we serve to do more than just tell their stories. When and where we can, it’s important to show them too.

Why? It’s more impactful. It’s more meaningful. It’s more memorable. And, it inspires others to connect with us. In short, when it’s done well, it adds value for the priority publics we’re trying to reach and for the people and brands we represent.