The Way You’re Seen: Shaping Your Brand Through Visually-Driven, Digital Content
Let’s face it: we are a visually-oriented society. From images to video, the manner in which we prefer to process information has continued to move toward these optically-stimulating mediums. As this cultural preference has become ingrained in society, consumers have come to expect – nay, demand – that their chosen brands and companies be prepackaged with familiar and relatable storylines that are presented in this manner.
It is here that visually-oriented, digital content comes into play. More and more companies are turning to these resources out of a desire to develop and shape communities of consumers around their brands. Even Hubspot blogger Pamela Vaughan notes the trend, stating that “visual content is not only taking the online world by storm; it’s also driving engagement!” There is also no indication that this trend will slow down. As YouTube’s own vice president of global content states: “Online video will soon in a few years be 90% of online traffic.” Now more than ever, companies need to be hopping on the digital bandwagon, seeking to fill their social-media portals with professional, visual content that appeals to their target audiences.
While focused on the broadcast industry, here is a brilliantly-crafted video infographic focused on facts and trends within the video-content world:
Video Content – Behind the Scenes from Dani Wolf on Vimeo.
This is just one example out of countless possibilities in any sector. With the social-media world continuing its rapid expansion, companies and marketing professionals alike have been handed the perfect outlet for forging these communities through the use of valuable content such as the broadcast-industry video infographic. Unfortunately, social-media platforms alone act only as metaphorical staging grounds for the production. As with any good theatrical production, the stage must be constantly occupied — populated with creative, relevant vessels that drive the message home. These identifying forces must be primped, pampered and packaged in narratives that are aesthetically pleasing, creative, and compelling.
When seeking to develop communities around their brands, many companies make the common mistake of simply choosing to allocate digital content rather than create it themselves. While there is a time and place for third-party content, it should always be used as a means to direct consumers back to your own production. Likewise, text-based content should be used frequently and as a tool to maintain focus and interactivity between self-made productions.
It is important to keep in mind that composing your own digital content is not an easy task. Because of the number of factors that must be taken into account when going about your own production, it is best to seek out the aid of industry professionals. Companies who create this content without acquiring help run the risk of having their productions – and subsequently their brands – appear amateurish.
From animation to live-action, there is not necessarily any right or wrong way to deliver your message. What matters is that your company works with these marketing and industry professionals to identify the specific stylistic elements that will appeal to your audience and consumer base. Doing so will not only drive attention towards your brand but will also help to define and centralize your core values and message.
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