People have told visual stories since the first time a prehistoric human smeared ochre onto a cave wall. And, just like our societies have evolved, so have the ways we tell stories. We may have replaced hand tracings and animal drawings with selfies and Tik Tok. But visual storytelling still taps into a primal part of human nature. This is why it’s an invaluable tool when it comes time to create ROI in your marketing strategy. 

Types of Visual Storytelling

Before we get into the specifics of how visual storytelling can create ROI, what do we mean by “visual storytelling” in the first place? It’s a relatively new—and ridiculously broad—term. It covers everything from infographics to unboxing videos on YouTube. 

But according to marketing experts Eric Goodstadt and Sacha Reeb, it’s not enough to just talk about the tools used to tell the story (graphics, images, pictures, videos). In this context, visual storytelling has a specific desired outcome: “to drive emotions and engage intercommunication to motivate an audience action.”

In other words, visual storytelling makes people feel something to get them to do something—buy a product, sign up for a service, remember a brand, and more. 

How Videos Are Changing the Marketing World

In the digital age, when it comes to visual storytelling, video reigns supreme. And it’s popularity just keeps growing. Back in 2015, only 78% of marketers saw the value of video. Today, 92% of marketers say it’s an essential part of their marketing strategy. Thanks to social media, consumers are watching more videos than ever before. In fact, experts predict that in 2021, the average person will watch 100 minutes of online videos every day. Which means it’s an awesome way to create ROI in your marketing. 

How to Measure Your Video’s ROI

Unfortunately, it’s not always as easy as slapping up a new YouTube video and watching the money pour in. ROI depends on your goals and which metrics are most meaningful for your company. For example, if you used a video to announce a new product and got 500 views but no website click-throughs, those views are just a vanity metric. 

Some of the most common metrics used to measure ROI on visual storytelling include: 

  • View count — The number of times someone watched part or all of your video
  • Engagement — The number of times someone commented on, liked, or shared your video post on social media
  • Conversions — The number of times someone watched your video and then performed a desired action (like buying your product or visiting your website). 

Start by defining the primary purpose of your video. Do you want viewers to recognize your brand? Share your video with their friends? Get excited about a new product or service? Your answer might change from video to video. But knowing what you’d like to accomplish is the first step towards success. 

Create ROI Through High-Quality Content

The number one way to create ROI? Make sure your videos are high-quality, full of emotion, and distributed to the right audience. At WK Studios, we’re in the business of stories that stick. Whether you’re looking for a moving brand narrative, a compelling commercial, or a shareable social media clip, we can make sure it gets seen by the right people. Get in touch to learn more about how WK Studios helps you get the most out of your brand’s story.