visualTo stand out from the mass of online content, good texts alone are no longer enough. Visual content needs to be part of it as well.

A few years ago, the majority of Internet users still felt overwhelmed by the amount of information on the net, but by now, most are used to dealing with information overload and are easily able to filter out the content they like.

For corporate communications, however, this means that texts are no longer enough to be noticed and are looking towards visual storytelling - which is definitely not done with standard press photos and boring infographics.

You may want to consider the following tips in order to be sure how you want to make use of visual storytelling during your next marketing campaign:

Micro-clips: Videos are shared on Facebook twelve times more often than links and texts combined. Many young companies hit the viewers with 6-second videos, Snapchat or Instagram clips, the nerve of today’s online user. With a little creativity, it is possible to reach your target groups on a small budget that way.

Away from the product: Whoever wants to substantiate messages with pictures or videos, should dare to get away from the product. The point should be less on promoting the product, as rather to tell an exciting story. If you pack the story in a larger context, you can write a sequel story and arouse the desire of your target group for more content. Ask yourself what visual content your users would prefer to create. Of course, no graphics and no images can replace a good story, but they can support the story you want to tell.

Being exciting and new: Still many press releases are sent "naked". However, even with press photos and infographics included, they often do not manage to knock anyonefoo their feet. Statistics and facts are definitely necessary, but could be clearly jazzed up with infographics and stand out positively from the crowd with striking fonts, animations, links and other elements, such as videos. Cost-effective tools for the production are, for instance, available from, Infoactive or Google.

If you think all this is too sumptuous, I suggest thinking twice.

By Daniela La Marca