14 THE POWER OF VISUAL STORYTELLING The reality is that in the age of The History and the Rise infobesity, social networks, search of Visual Storytelling engines, and mobile applications will incorporate more and more Fast forward to the present, and there’s a proliferation filtering tools to ensure that the of social media platforms as never before—with impres- content that is served up to con- sive audience sizes to match. From Facebook to Twitter, sumers is relevant to them. And Instagram, Pinterest, Tumblr, YouTube, SlideShare, and the role of marketers is, and always Vine, each platform offers unique opportunities for visual has been (whether it is in mass storytelling and engagement. The wealth of social media media or digital media), to produce platforms relates back to user behavior and how consumers the best, most relevant content to prefer to receive information and connect online. Mobile break through the filtering algo- use has skyrocketed globally, with 6.8 billion mobile sub- rithms and into the consumers’ scriptions at the end of 2012, which is equivalent to 96% of digital news streams. 15 the world population. With cameras in the vast major- ity of people’s pockets, it’s no surprise that platforms such as Instagram and Vine have been specifically designed for mobile audiences and then subsequently acquired by social media such as Facebook and Twitter. Similar to past adoption patterns of social media platforms, people are continuously looking for tools, resources, and communities that will make their busy lives easier. Facebook has always been the grand dame for keeping tabs on friends and family, but the rise of platforms like Twitter, Pinterest, and SlideShare has been fueled by people’s desires for solutions that add value. It’s why people turn to Twitter for real-time information when a breaking news event happens or to Pinterest for interior design tips and meal planning. SlideShare is now a go-to resource for business information and education. Another contributor to the rise in visual storytelling is the on-the-go nature of people’s lives and their interest in sharing user-generated imag- ery and visuals in real time. With smartphones always within an arm’s reach for many consumers, the ability to snap a photo or record a video and share it on social media channels has never been easier. It’s why social media platforms like Facebook, Twitter, Instagram, Tumblr, YouTube,