With the increased demand for visual elements on social media, the need to curate appealing-looking content is increasing. But what are the best strategies we can employ to take advantage of this shift toward visual storytelling? Here are 10 best practices that can help make our multimedia more creative and accessible.
Pick the medium thoughtfully
When deciding to use multimedia in a campaign, the first step you should consider is which medium is best suited for the brand’s communications goals. For example, if your content largely involves data and statistics, a series of hashtagged infographics might work best, and could lead to an even greater reach on a platform such as Instagram. If your subject matter lends itself more to movement, then a video or GIF would work better than a still image.
Tell a story
Images can be used to tell powerful stories, provoking an immediate visceral response.
Messages delivered as stories and containing visual elements can be 22 times more memorable than those relying on text alone, according to research. However, to elicit empathy from your intended audience, you need to make sure your visuals present a clear storyline.
Studies show that campaigns that use emotion are 31% more effective, due to the fact they come off as more relevant and authentic. Whether content is geared toward prospective clients, consumers, or journalists, the emotions it can evoke trigger those common experiences that most strongly capture our attention.
Simplify the topic
Some of the best multimedia content can help simplify a complex product or service through the use of imagery. One example of this is a YouTube video from Epson Southeast Asia, which explains the company’s new printer features through the use of easy-to-read infographics and animations.
Prioritize high-resolution visuals and audio quality
One of the most cited issues with multimedia is that the quality isn’t fit for publication. To avoid this problem, consider creating your images in multiple resolutions (including high-res) and different sizes. Also, pay attention to audio quality, making sure it is as crisp as possible.
Include a call to action
Multimedia has the ability to quickly engage people and, thus, further their interest in your brand. By providing a short URL, link, or photo caption, you invite your audience to be involved in the conversation or visit your brand’s website for more information.
In the video below, vitamin brand Ritual subtly places Ritual.com in the corner while focusing on brightly colored, compelling imagery.
Create explanatory visuals
Your content should be able to stand on its own and not require accompanying text. The idea is to create an immersive experience that doesn’t need outside information. Images shared on social media with little context can easily be misinterpreted. Make sure the visuals you use tell the story your brand wants told and aren’t just an afterthought.
How can you get the most value out of your multimedia content while still benefiting the client or organization? One way is to storyboard your options that may work best for a specific platform, making sure you relate back to your social media pages and overall brand design.
Extend your reach
If you’re hosting a press conference or other event, it’s important to know which visuals can be created in advance and which can be done on the fly. By figuring out which platforms to use and how often to post, you can maximize your brand’s reach.
Prepare for questions
Are you planning ahead to prepare for questions journalists might ask? Remember that visuals can be confusing if they are not concise. You have to anticipate potential issues or gaps in multimedia before doing outreach.
Tools and technologies for multimedia are constantly advancing, making them more accessible and easier to use than ever. For example, ShareIQ is Cision’s new image tracking software that monitors where multimedia is online without needing to use hashtags or text. It can provide valuable insight for earned media campaigns, helping to utilize the most effective third-party platforms, journalists, and influencers.
For more information, download The Best Multimedia Content Guide for PR Success.