{"id":36,"date":"2021-07-12T11:16:34","date_gmt":"2021-07-12T15:16:34","guid":{"rendered":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/visual-storytelling\/"},"modified":"2023-08-15T14:11:18","modified_gmt":"2023-08-15T18:11:18","slug":"visual-storytelling","status":"publish","type":"chapter","link":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/chapter\/visual-storytelling\/","title":{"raw":"Visual Storytelling","rendered":"Visual Storytelling"},"content":{"raw":"<div class=\"textbox textbox--learning-objectives\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Learning Objectives<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nBy the end of this chapter, you should be able to:\r\n<ul>\r\n \t<li><strong>Define<\/strong> visual storytelling<\/li>\r\n \t<li><strong>Explain<\/strong> why visual storytelling is important<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<img class=\"aligncenter wp-image-32\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"300\" height=\"314\" \/>\r\n<h1>The Importance of Visuals and Why<\/h1>\r\nNow that we've discussed how to tell compelling stories, let's 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><em>\"<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.\"<\/em><\/blockquote>\r\nOnce 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[footnote]<a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a>[\/footnote]<\/li>\r\n \t<li>50% of your brain is active in visual processing[footnote]<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>[\/footnote]<\/li>\r\n \t<li>70% of your sensory receptors are in your eyes[footnote]<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>[\/footnote]<\/li>\r\n \t<li>It takes only 13 milliseconds for the human brain to process an image.[footnote]<a href=\"https:\/\/rocketium.com\/academy\/impact-visual-content-marketing\/\">What is the Impact of Visual Content Marketing?<\/a>[\/footnote]<\/li>\r\n \t<li>Our brain processes visuals 60,000 times faster than text.[footnote]<a href=\"https:\/\/www.t-sciences.com\/news\/humans-process-visual-data-better\">Humans Process Visual Data Better<\/a>[\/footnote]<\/li>\r\n \t<li>80% of people remember what they see, [footnote]<a href=\"https:\/\/www.searchenginepeople.com\/blog\/925-image-stats.html\">12 Hard Stats That Proof The Power Of Images<\/a>[\/footnote] compared to ten percent what they hear and 20 percent 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-521\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/The-Reasons-Visuals-Are-Important-acc.png\" alt=\"An infographic 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.[footnote]<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> [\/footnote] And, organizations that feature visual content grow traffic 12 times faster than those who don\u2019t.[footnote]<a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">The Rising Power of Visual Content [Infographic]<\/a> [\/footnote]\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.[footnote]<a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">The Power of Visual Communication<\/a>[\/footnote]<\/li>\r\n \t<li>80% of people will watch a video[footnote]<a href=\"https:\/\/www.omnicoreagency.com\/digital-marketing-statistics\/\">Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts<\/a>[\/footnote] 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.[footnote]<a href=\"http:\/\/Visual Content Statistics Infographic Read more at: https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\/\">Visual Content Statistics Infographic<\/a>[\/footnote]<\/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[footnote]<a href=\"http:\/\/brainrules.net\/vision\/\">Brain rule rundown<\/a>[\/footnote] three days later.\r\n\r\nWe also love to consume and share pictures, infographics, and videos:\r\n\r\n[caption id=\"attachment_34\" align=\"aligncenter\" width=\"500\"]<img class=\"wp-image-34\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/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\" \/> 2021: This is what happens in an Internet minute.[\/caption]\r\n<ul>\r\n \t<li>More than 100 million photos and videos are posted daily on Instagram.[footnote]<a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\/\">Instagram by the Numbers: Stats, Demographics &amp; Fun Facts<\/a>[\/footnote]<\/li>\r\n \t<li>Tweets with images receive 150% more retweets[footnote]<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> [\/footnote] than tweets without them.<\/li>\r\n \t<li>On Facebook, photos have an interaction rate of 87%, [footnote]<a href=\"https:\/\/www.pixlee.com\/blog\/six-reasons-to-embrace-visual-commerce-in-2018\/\">Six Reasons to Embrace Visual Commerce in 2018<\/a>[\/footnote] 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- [footnote]<a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a>[\/footnote] 85% of them with the sound off.<\/li>\r\n \t<li>6 billion video ads[footnote]<a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a>[\/footnote] are watched online each year.<\/li>\r\n \t<li>Posts that include images produce 650% higher engagement[footnote]<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>[\/footnote] than text-only posts.<\/li>\r\n \t<li>People share infographics three times more[footnote]<a href=\"https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind<\/a>[\/footnote] than any other type of content.<\/li>\r\n \t<li>Using the word \u201cvideo\u201d in an email subject line[footnote]<a href=\"https:\/\/www.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>[\/footnote] 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:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-1024x1024.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.[footnote]<a href=\"https:\/\/www.crazyegg.com\/blog\/content-marketing-strategy\/\">A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts<\/a>[\/footnote]<\/li>\r\n \t<li>Four times as many consumers would rather watch a videoabout a product than read about it.[footnote]<a href=\"https:\/\/www.socialmediatoday.com\/news\/the-rising-power-of-visual-content-infographic\/508175\/\">The Rising Power of Visual Content [Infographic]<\/a>[\/footnote]<\/li>\r\n \t<li>People are 85 percent more likely to buy a product after viewing a product video.[footnote]<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>.[\/footnote]<\/li>\r\n \t<li>Videos on landing pages increase conversions by up to 86%.[footnote]<a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a>[\/footnote]<\/li>\r\n<\/ul>\r\nVisuals are an important and inherent part of how we process information. And, as marketers with global audiences, relying on universal imagery, instead of specific written languages or words, allows 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 \u2013 which brings us to our next topic: visual language and sketchnoting.\r\n<div class=\"textbox textbox--key-takeaways\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Key Takeaways<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nVisual storytelling is a compelling way to share your stories and messages. Here are a few key takeaways:\r\n<ul>\r\n \t<li>Our brains are naturally wired to process visual information quicker<\/li>\r\n \t<li>Most people tend to remember visual information better than text or audio information<\/li>\r\n \t<li>We love to consume and share pictures, infographics, and videos<\/li>\r\n \t<li>Videos play an critical role in our purchasing decisions<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<div class=\"textbox textbox--exercises\"><header class=\"textbox__header\">\r\n<p class=\"textbox__title\">Exercise<\/p>\r\n\r\n<\/header>\r\n<div class=\"textbox__content\">\r\n\r\nTry your hand at visual storytelling:\r\n<ul>\r\n \t<li>Using some of the statistics presented in this chapter, explore how you might represent them visually.<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n<h3>Media Attributions<\/h3>\r\n<ul>\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>","rendered":"<div class=\"textbox textbox--learning-objectives\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Learning Objectives<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>By the end of this chapter, you should be able to:<\/p>\n<ul>\n<li><strong>Define<\/strong> visual storytelling<\/li>\n<li><strong>Explain<\/strong> why visual storytelling is important<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-32\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon.png\" alt=\"Visually Thinking Icon\" width=\"300\" height=\"314\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon.png 504w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon-287x300.png 287w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon-65x68.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon-225x235.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/Visually-Thinking-Icon-350x366.png 350w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<h1>The Importance of Visuals and Why<\/h1>\n<p>Now that we&#8217;ve discussed how to tell compelling stories, let&#8217;s 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><em>&#8220;<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.&#8221;<\/em><\/p><\/blockquote>\n<p>Once 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 class=\"footnote\" title=\"Humans Process Visual Data Better\" id=\"return-footnote-36-1\" 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 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\" id=\"return-footnote-36-2\" 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 class=\"footnote\" title=\"The Eye and Vision\" id=\"return-footnote-36-3\" 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 class=\"footnote\" title=\"What is the Impact of Visual Content Marketing?\" id=\"return-footnote-36-4\" 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 class=\"footnote\" title=\"Humans Process Visual Data Better\" id=\"return-footnote-36-5\" 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 class=\"footnote\" title=\"12 Hard Stats That Proof The Power Of Images\" id=\"return-footnote-36-6\" href=\"#footnote-36-6\" aria-label=\"Footnote 6\"><sup class=\"footnote\">[6]<\/sup><\/a> compared to ten percent what they hear and 20 percent 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-521\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2021\/07\/The-Reasons-Visuals-Are-Important-acc.png\" alt=\"An infographic 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 class=\"footnote\" title=\"B2B Content Preferences Survey: Buyers Want Short, Visual, Mobile-Optimized Content\" id=\"return-footnote-36-7\" 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 who don\u2019t.<a class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" id=\"return-footnote-36-8\" 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 class=\"footnote\" title=\"The Power of Visual Communication\" id=\"return-footnote-36-9\" 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 class=\"footnote\" title=\"Digital Marketing by the Numbers: Stats, Demographics &amp; Fun Facts\" id=\"return-footnote-36-10\" 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 class=\"footnote\" title=\"Visual Content Statistics Infographic\" id=\"return-footnote-36-11\" 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 class=\"footnote\" title=\"Brain rule rundown\" id=\"return-footnote-36-12\" 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<figure id=\"attachment_34\" aria-describedby=\"caption-attachment-34\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-34\" src=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/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\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/What-Happens-in-an-Internet-Minute-2021-e1675294828662.jpeg 718w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/What-Happens-in-an-Internet-Minute-2021-e1675294828662-273x300.jpeg 273w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/What-Happens-in-an-Internet-Minute-2021-e1675294828662-65x72.jpeg 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/What-Happens-in-an-Internet-Minute-2021-e1675294828662-225x248.jpeg 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/What-Happens-in-an-Internet-Minute-2021-e1675294828662-350x385.jpeg 350w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-34\" class=\"wp-caption-text\">2021: This is what happens in an Internet minute.<\/figcaption><\/figure>\n<ul>\n<li>More than 100 million photos and videos are posted daily on Instagram.<a class=\"footnote\" title=\"Instagram by the Numbers: Stats, Demographics &amp; Fun Facts\" id=\"return-footnote-36-13\" 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 class=\"footnote\" title=\"Link Tweet with an Image vs. Tweet with Twitter Cards, Does it Matter?\" id=\"return-footnote-36-14\" 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 class=\"footnote\" title=\"Six Reasons to Embrace Visual Commerce in 2018\" id=\"return-footnote-36-15\" 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 class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" id=\"return-footnote-36-16\" 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 class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" id=\"return-footnote-36-17\" 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 class=\"footnote\" title=\"16 Visual Content Marketing Statistics That Will Wake You Up\" id=\"return-footnote-36-18\" 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 class=\"footnote\" title=\"15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind\" id=\"return-footnote-36-19\" 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 class=\"footnote\" title=\"How to Increase Your Email Open and Click-through Rates\" id=\"return-footnote-36-20\" 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:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-1024x1024.png\" alt=\"An infographic sharing statistics on how videos drive purchases. Statistics described in following text.\" width=\"500\" height=\"500\" srcset=\"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-1024x1024.png 1024w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-300x300.png 300w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-150x150.png 150w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-768x768.png 768w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-65x65.png 65w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-225x225.png 225w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases-350x350.png 350w, https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-content\/uploads\/sites\/388\/2022\/01\/Videos-Drive-Purchases.png 1080w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/p>\n<ul>\n<li>70% of B2B buyers and researchers watch a video during their purchase process.<a class=\"footnote\" title=\"A Step-by-Step Guide to Develop a Content Marketing Strategy That Converts\" id=\"return-footnote-36-21\" 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 videoabout a product than read about it.<a class=\"footnote\" title=\"The Rising Power of Visual Content [Infographic]\" id=\"return-footnote-36-22\" 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 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.\" id=\"return-footnote-36-23\" 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 class=\"footnote\" title=\"52 Video Marketing Statistics 2022 [Infographic]\" id=\"return-footnote-36-24\" 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 marketers with global audiences, relying on universal imagery, instead of specific written languages or words, allows 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 \u2013 which brings us to our next topic: visual language and sketchnoting.<\/p>\n<div class=\"textbox textbox--key-takeaways\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Key Takeaways<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Visual storytelling is a compelling way to share your stories and messages. Here are a few key takeaways:<\/p>\n<ul>\n<li>Our brains are naturally wired to process visual information quicker<\/li>\n<li>Most people tend to remember visual information better than text or audio information<\/li>\n<li>We love to consume and share pictures, infographics, and videos<\/li>\n<li>Videos play an critical role in our purchasing decisions<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"textbox textbox--exercises\">\n<header class=\"textbox__header\">\n<p class=\"textbox__title\">Exercise<\/p>\n<\/header>\n<div class=\"textbox__content\">\n<p>Try your hand at visual storytelling:<\/p>\n<ul>\n<li>Using some of the statistics presented in this chapter, explore how you might represent them visually.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<h3>Media Attributions<\/h3>\n<ul>\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\" \/><div class=\"footnotes\"><ol><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 href=\"#return-footnote-36-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-4\" class=\"return-footnote\" aria-label=\"Return to footnote 4\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-5\" class=\"return-footnote\" aria-label=\"Return to footnote 5\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-6\" class=\"return-footnote\" aria-label=\"Return to footnote 6\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-7\" class=\"return-footnote\" aria-label=\"Return to footnote 7\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-8\" class=\"return-footnote\" aria-label=\"Return to footnote 8\">&crarr;<\/a><\/li><li id=\"footnote-36-9\"><a href=\"https:\/\/www.lucidchart.com\/blog\/the-power-of-visual-communication\">The Power of Visual Communication<\/a> <a href=\"#return-footnote-36-9\" class=\"return-footnote\" aria-label=\"Return to footnote 9\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-10\" class=\"return-footnote\" aria-label=\"Return to footnote 10\">&crarr;<\/a><\/li><li id=\"footnote-36-11\"><a href=\"http:\/\/Visual Content Statistics Infographic Read more at: https:\/\/www.freelancinggig.com\/blog\/2017\/12\/09\/visual-content-statistics-infographic\/\">Visual Content Statistics Infographic<\/a> <a href=\"#return-footnote-36-11\" class=\"return-footnote\" aria-label=\"Return to footnote 11\">&crarr;<\/a><\/li><li id=\"footnote-36-12\"><a href=\"http:\/\/brainrules.net\/vision\/\">Brain rule rundown<\/a> <a href=\"#return-footnote-36-12\" class=\"return-footnote\" aria-label=\"Return to footnote 12\">&crarr;<\/a><\/li><li id=\"footnote-36-13\"><a href=\"https:\/\/www.omnicoreagency.com\/instagram-statistics\/\">Instagram by the Numbers: Stats, Demographics &amp; Fun Facts<\/a> <a href=\"#return-footnote-36-13\" class=\"return-footnote\" aria-label=\"Return to footnote 13\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-14\" class=\"return-footnote\" aria-label=\"Return to footnote 14\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-15\" class=\"return-footnote\" aria-label=\"Return to footnote 15\">&crarr;<\/a><\/li><li id=\"footnote-36-16\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a href=\"#return-footnote-36-16\" class=\"return-footnote\" aria-label=\"Return to footnote 16\">&crarr;<\/a><\/li><li id=\"footnote-36-17\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a href=\"#return-footnote-36-17\" class=\"return-footnote\" aria-label=\"Return to footnote 17\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-18\" class=\"return-footnote\" aria-label=\"Return to footnote 18\">&crarr;<\/a><\/li><li id=\"footnote-36-19\"><a href=\"https:\/\/www.jeffbullas.com\/visual-content-marketing-statistics\/\">15 Visual Content Marketing Statistics That\u2019ll Blow Your Mind<\/a> <a href=\"#return-footnote-36-19\" class=\"return-footnote\" aria-label=\"Return to footnote 19\">&crarr;<\/a><\/li><li id=\"footnote-36-20\"><a href=\"https:\/\/www.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 href=\"#return-footnote-36-20\" class=\"return-footnote\" aria-label=\"Return to footnote 20\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-21\" class=\"return-footnote\" aria-label=\"Return to footnote 21\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-22\" class=\"return-footnote\" aria-label=\"Return to footnote 22\">&crarr;<\/a><\/li><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 href=\"#return-footnote-36-23\" class=\"return-footnote\" aria-label=\"Return to footnote 23\">&crarr;<\/a><\/li><li id=\"footnote-36-24\"><a href=\"https:\/\/www.renderforest.com\/blog\/video-marketing-statistics\">52 Video Marketing Statistics 2022 [Infographic]<\/a> <a href=\"#return-footnote-36-24\" class=\"return-footnote\" aria-label=\"Return to footnote 24\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":90,"menu_order":3,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-36","chapter","type-chapter","status-publish","hentry"],"part":19,"_links":{"self":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/36","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/users\/90"}],"version-history":[{"count":14,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/36\/revisions"}],"predecessor-version":[{"id":522,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/36\/revisions\/522"}],"part":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/parts\/19"}],"metadata":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapters\/36\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/media?parent=36"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/pressbooks\/v2\/chapter-type?post=36"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/contributor?post=36"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbc.ca\/foundationsdigitalmarketing\/wp-json\/wp\/v2\/license?post=36"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}