65% of Americans are visual learners. The National Institute of Health found that when compared to verbal learners, that number can jump to as high as 80%! The referenced study goes into far more detail, but for video’s sake the important piece is the high prevalence of visual learners in American society! Especially with the advent and prevalence of social media, and the unfortunate decrease in the average attention span, eye-catching visuals are more important than ever. Another staggering statistic? Visuals are processed 60,000 times faster in the brain than content. Visuals allow you to quickly communicate with your desired audience, in a way that works best for them!
When planning for a video production, whether an animation or a more narrative-driven piece, one of the first steps in the production process is to identify the intended audience and goal of the video. Is it to inform your audience about the inner workings of our organization? Is it to present information in an attention grabbing way, so they remember everything you accomplished this past year? Or is it to pull on their heartstrings with driving music, compelling visuals and powerful stories? Each goal drives a different type, length, and design of video. But the powerful part is that visual storytelling can accomplish all of those goals - and more!
Marketing and promotion is often an under-funded element of businesses. Non-profits and businesses alike want to see the value in these marketing purchases, and see these efforts turn that into increased revenue, donations, or awareness. What better way to do so than through visuals, especially when your audience, whoever it may be, can be communicated to quickly and effectively through visuals. For organizations with complex production processes, fascinating stories, and intricate details that make you who you are, visual storytelling puts images to the story. It allows the viewer to actually picture what you’re describing!
If you want to clearly and effectively communicate your message, quickly, visual storytelling is the way to go!
