Why storytelling is just as important as the visuals in your campaign

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Imagine seeing an advertisement which is purely visual. How do you know who the company is or what the product does? Would you buy it?

Engage with your Audience through Expert Copywriting

Imagine seeing an advertisement which is purely visual. How do you know who the company is or what the product does? Would you buy it?

As a consumer, you need to trust a company or brand before you buy the product. When you’re running a campaign, gaining that trust is your responsibility. Your audience needs to get to know you and your product; the best way to do this is by sharing a story. While visuals are great at initially capturing your audience’s attention, it’s your story that will form a connection and make you memorable.

Tell your Story

Humans are hardwired to enjoy stories because they help us make sense of the world around us. A captivating story will hold your audience’s attention and you should be using it to your advantage in your digital marketing campaign.

Your digital marketing campaign should tell a story that transports your audience to another place — a place where your product is making their life a whole lot better.  Using relevant, engaging, accurate and attention-grabbing language is imperative. You don’t have to use a lot of words to tell your story, you only have a few seconds to get your key messages across so keep it clear and precise.

Visuals are equally as important, since images are processed 60 times faster than words are. Only use images that are relevant and enhance your story by continuing the narrative thread.

Know your Audience

Remember to consider the platform you use and think about how best to reach your target audience. Different platforms work better for different demographics: consider your audience’s age, industry, what they’re affected by and what they’re interested in. For example, social media platforms such as Instagram and Snapchat will reach a younger demographic, LinkedIn will target professionals, and direct marketing tools such as newsletters will reach people who are interested in your company or product.

Consider your audience in your copy. Your language and tone could make or break your campaign. If your topic or audience is serious, too much humour or colloquial language is likely to push them away. However, casual language can be a great way to target teenagers.

Putting Your Campaign Together

As PR professionals, it is our job to share your story to build a relationship between your brand and your audience. Telling your story can come in many forms: we may run a social media campaign which shows real people using and loving your product. Writing blogs and newsletters allow your audience to get to know you and your company, which builds up trust. Good copy and good storytelling will beat visuals alone every time.

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