CHAPTER3 The Power of the Platform: Visual Storytelling on Social Networks n today’s world of information consumption, we’re sur- The average adult attention span rounded by media, and it’s never been more important has been shown to be somewhere to grab your audience’s attention with high-quality between 2.8 and 8 seconds; mar- content. The brain processes visual content 60,000 keters need to get their message 1 2 Itimes faster than text so it is no wonder that marketers across quickly and effectively. are increasingly turning to strong visual content to engage their audiences—and keep their attention. Social media have made it easy for brands to connect with custom- ers not just through text but with photos, videos, infographics, and other images. This chapter will show just what a vital role visual marketing is playing in brands’ social media strategies and its impact on engagement and sales. Visual media are increasingly being used instead of text by 55