10 THE POWER OF VISUAL STORYTELLING on, like-minded individuals always seemed to find their way into the online communities that best reflected their interests. The key then, as it is now, was to identify what brings people to a social media platform, under- stand what value they derive from the platform, and determine how your company could fit within those engagement best practices. In addition to community engagement, the activity on these platforms also reinforced that users were looking for ways to easily share and orga- nize content, imagery, visuals, and videos. From following your favorite bloggers on LiveJournal, to curating a branded profile on Myspace com- plete with your favorite songs and music videos, or building photo albums on Flickr, it’s no surprise that the saying “Content Is King” was born— and subsequently overused for years to come. Content has always been the hook for inspiring action or engagement across social media channels, but the rules have changed as platforms have continued to evolve. The evolution of Facebook’s layout from 2004 to 2013 offers a unique look at the continued changes social media platforms are taking to pave the way for visual content and storytelling. Facebook has evolved from a text-heavy format favoring user profiles and group pages to a vibrant News Feed filled with colorful photos, videos, and more. With newcomers like Pinterest, Instagram, and Vine, it’s clear that Facebook users also crave clean layouts and the ability to quickly scroll through content in order to find what they’re looking for. The rise of mobile users on Facebook also indicates that users want a seamless experience regardless of the device they’re viewing the site on. When Facebook first launched in 2004, it was simply a directory of user names, interests, and contact information. You had to navigate to a user’s profile to learn more about that person or to leave a comment on his or her Wall. The layout was text heavy, and the most prominent image was a user’s profile photo. Joining groups and sharing your interests on your profile helped Facebook users to foster engagement and cultivate an iden- tity for themselves on the site. Facebook took first steps toward a more visual experience on September 5, 2006, with the News Feed and the Mini-Feed. The News Feed was visible