20 THE POWER OF VISUAL STORYTELLING inspiring. If you’ve ever thought that B2B companies should only be seri- ous, think again. Hysterical boards like “Meme-tastic Marketing” and “Awful Stock Photography” show other businesses that it’s okay to have a little fun. As a result of their efforts, HubSpot has more than 17,000 follow- ers on Pinterest, and it can leverage the channel to create inbound links and to drive traffic, search engine optimization (SEO), and engagement. These are just some of the examples of brands’ using visual storytelling to engage with their customers. Now let’s look at the types, tips, and tac- tics of visual marketing. Key STATS for Marketers to Consider • 90% of information transmitted to the information, full description, and customer brain is visual, and visuals are processed in ratings.29 the brain 60,000 times faster than text.24 • Posting plenty of visual content is a sure • 40% of people respond better to visual way of boosting engagement: a recent information than to plain text.25 study of 739,000 tweets found that 76% • Studies have shown that the average of content that was shared had a photo modern adult attention span is somewhere attached, and 18% had a video as part of between 2.8 and 8 seconds.26 the message.30 • The visual networks Tumblr, Pinterest, • 62% of respondents to a survey from the and Instagram all grew during 2012, Custom Content Council reported using 31 dubbed the “the rise of the visual web” by video in their content marketing. ComScore.27 • A 37% increase in engagement is expe- • 94% more total views on average are rienced when Facebook posts include attracted by content containing compelling photographs.32 images than content without images.28 • A 14% increase in page views is seen when • 67% of consumers consider clear, detailed press releases contain a photograph. (Page images to be very important and to carry views climb 48% when both photographs even more weight than the product 33 and videos are included.)