8 THE POWER OF VISUAL STORYTELLING marketing in the form of snackable bits of visual content. From creating Pinterest boards to make meal planning Posts that include an album or easier to sharing images and videos that will brighten picture receive 120 to 180% someone’s day, consumers are gobbling up visual content more engagement from fans as it’s relevant to them. 1 On Instead of relying on text-heavy content, a successful than text-based posts. visual storytelling strategy requires a “show, don’t tell,” Instagram, users post 40 million approach with the goal of generating more potential for photos per day with upward engagement, conversation, and sharing. of 8,500 likes and 1,000 com- In a time when social media and blogs are estimated to 2 ments per second. There are an reach 80% of all active U.S. Internet users, engagement and astounding 3 billion views on 4 YouTube daily.3 action have become the new gold standard. Whether it’s using Pinterest to find favors for a baby shower or watch- ing a YouTube case study that encourages a meeting with a new service provider, visual storytelling is helping companies to break through the clutter and propel action as never before. Take Sephora, for example. The company has noted that its Pinterest followers spend 15 times more than its Facebook fans.5 The company has more than 200,000 followers on Pinterest, with boards such as “Travel,” “Nailspotting,” “Beauty How-Tos,” and others. Sephora also has a board containing its “Most Popular Pins,” which shares the pins that are generating hundreds of repins and likes. Visual storytelling is defined as the Or the Calgary Zoo, which generated national head- use of images, videos, infographics, lines and interest in its annual report by swapping a presentations, and other visuals on traditional PDF for an Instagram. Proclaiming its 2012 social media platforms to craft a annual report “The Year of the Penguins,” 55 photos and graphical story around key brand captions served as the report pages and content, telling the values and offerings. story of what the zoo had accomplished over the course of the year in a unique, highly visual way. And who hasn’t heard of the visual storytelling revo- lution that Blendtec generated after launching the viral “Will It Blend?” series? Inspired by an R&D video that blended wooden boards together, the company’s marketing team decided to invest $100 in other wacky