Visual storytelling is emerging as a preferred medium of promotion among many social as well as commercial brands. In my previous entries, I have written on various aspects of visual storytelling like what is visual storytelling, why should brands adopt it and what benefits does it drive.
Many for-profit and non-profit brands use visual storytelling to attract new donors, get more volunteers and spread their message across the world. Here is a quick roundup of 5 such brands- how they go about it and the benefits that they derive from the same.
charity: water is a global non-profit organization, working towards providing rural communities in remote parts of Africa, Asia, Central and South America with their first access to clean water. They are master visual storytellers. With visuals from renowned humanitarian photographers backed with strong narratives, charity:water has successfully harnessed visual storytelling for various projects like Pipeline and Who is At Your Table. These stories are majorly published and promoted on popular visual platform, Instagram. With this, they proudly boast of millions of loyal followers on their profile without spending a dime on advertising.
Another non-profit based in Washington, US, UWKG does an outstanding job at showcasing their cause and campaigns like November: Homelessness Awareness Month and Giving Tuesday by posting their employees and volunteers’ pictures at work along with the beneficiaries. Primarily promoting on Facebook, not only is this style of storytelling down to earth and personal, but also engaging. United Way also asks a question back to its community members to spark engagement on their Facebook page.
DoSomething.org is a youth organization working to bring about a social change in the society around them. With campaigns like, (Not) Stuck in Traffick, 13 Gallon Challenge, DoSomething uses videos & stills that are fun, quirky and have a youthful flavor. In these visuals volunteers talk about what they do, why they do and why everyone should do it too! They make ‘doing social good’ look smart and simple with campaigns, challenges for viewers or even a small good deed. Their Facebook page and Instagram channel boast of more than 1.9M followers.
- Liberty in North Korea(LINK)
This is a non-profit based in the USA which works towards rehabilitating citizens from North Korea and helping them live a normal life. LINK uses emails and videos to tell stories of people they have rescued and rehabilitated. They do so by building a narrative around the central character with lots of REAL visuals to sustain the reader’s attention. Their YouTube channel has over 5.3k subscribers and around 79k followers on their Facebook page.
Krochet Kids Intl. is an innovative social brand, standing every bit by their mission – to empower people to rise above poverty. Through the use of real visuals, KK conveys a unique story of each lady (from USA, PERU and Uganda) who has knit their woolens. Using various campaigns like Meet the ladies and #knowwhomadeit promoted over Facebook(64.4k Likes), Instagram(54.5k followers) and Twitter(14.6k followers), KK has earned itself thousands of fans from across the globe.
- Social Brands employ still images to promote individual stories of impact for mass-appeal social media campaigns
- Videos are highly effective towards pitching to investors or raising funds
- Instagram & Facebook have emerged as the most preferred social media channels of social good brands for sharing events from the field and day-to-day efforts of their employees with their fan base
- YouTube remains the best choice for promoting short stories and brand messages that need wider coverage
- Visual imagery that’s real, untouched, non-fabricated yet artful reaps higher engagement with audience leading to significant reduction in traditional advertising spend