140 THE POWER OF VISUAL STORYTELLING By going through this process with XYZ Company, we’ve shown how you can shape your story and identify major themes to craft your visual content mix by looking at your goals, company voice, and customer feed- back by social media platform. In the next section, we’ll explain how to determine your visual content mix from topic, medium, and platform perspectives. Determining Your Visual Content Mix Successful visual storytellers understand that the magic is in the mix. Mixing up types of content and different media—from photos to vid- eos, infographics, and more—keeps your visual storytelling fresh. It also allows you to deliver more personalized content to target audiences across different platforms with the ultimate goal of keeping your customers engaged and coming back for more. For visual storytelling, it’s important to personalize your strategy and content mix by platform. There will be opportunities for content to over- lap and be used across multiple platforms, but this will be dictated largely by the platform best practices plus the Publishing is now a Paris café. customer insights and preferences that you uncovered Sometimes you read the news; through social listening. other times you pet the cute dog. The first step in determining your visual content mix is „ JONAH PERETTI, Founder and CEO to evaluate your desired frequency per platform for posts, of BuzzFeed4 tweets, pins, and so on. For example, if you post 30 times per month on Facebook, you want to define how many of those posts will relate back to your most important and relevant visual storytelling themes. While the concept is simple enough, the challenge is that social media managers are faced with a never-ending stream of requests for space on the content calendar. Having a formula and clear plan will not only keep you organized but will also help you to edu- cate colleagues the next time they want to “get something on Facebook.”