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Visual-Driven Content Continues To Shape PR/Marketing

By Kyle Haas

A picture is worth a thousand words. Never has this statement rung truer than it does today, where social media continues to shorten our attention span with every click, swipe and scroll. A recent PR News article discussed why communicators need to make the leap to visual storytelling. The article stated that with consumers being exposed to an overwhelming 5,000 brand messages a day, visual content is an absolute PR/marketing must.

Stories are the way humans make sense of the world. When you talk with a coworker about your weekend, you don’t simply state facts and figures. You discuss your weekend with an even amount of entertainment and information to catch and keep their attention. The same approach should be taken for PR/marketing tactics. When writing a pitch, for example, the consumer’s goals should outweigh the business objective. The message must be informative, entertaining and “look smart,” as illustrated in the following figure :










Visual storytelling webinars and workshops are quickly becoming a go-to resource  for PR and marketing professionals to take advantage of.  If you can’t get enough of the growing visual-driven content trend, check out these interesting statistics and examples of visual storytelling by RSA Animate, Hootsuite and Red Bull. How do you use visuals to tell your clients’ stories?

Visual Stories:

RSA Animate:


Red Bull:

Fun Facts:

  • Pinterest now has 70 million users
  • Pinterest had the largest year-over-year increase in audience of any social network in 2012
  • Instagram has over 120 million monthly active users and was bought by Facebook for $1 billion
  • Photos receive 2x more likes than text posts on Facebook
  • Videos are shared on Facebook 12x more than text posts and links combined
  • On YouTube 100 million users are taking social actions (liking, sharing) every week

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