How to find balance between quantity and quality in visual storytelling

How to find balance between quantity and quality in visual storytelling

How to find balance between quantity and quality in visual storytelling 370 216 Shlomi Ron

Are you obsessed about getting more followers and likes to your stories on social?

Consider this evolution:

1. Yesterday, consumers could only passively consume brands’ BUY NOW content.

2. A decade ago, with digital, social & mobile explosions, consumers have become PROSUMERS who not only consume content but also actively produce content.

3. Today, following Malcolm Gladwell’s rule of 10 years and over 10k hours of training to hone their visual storytelling expertise, we witness some PROSUMERS transformed into SOCIAL MEGASTARS, brands leverage their authentic visual stories to reach their audiences.

Which reminds me of a memorable episode in Black Mirror’s successful TV series that vividly illustrate what could be the outcome if we continue with this kind of “like/follower-worshipping.” In this episode, we see a world where all the people are ranked with a personal number of followers score that functions almost like a credit score. It dictates their entire lifestyles and opportunities with a hierarchy of haves and have-nots.

And we’ve all heard about the recent cases of brands and celebrities buying fake followers to boost their statuses – that Twitter has started to purge.

Don’t crave the whole world to shower you with likes,
aim only for those people who truly see themselves
in your unique story.

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The reality is that your customer really doesn’t care about your social network size [highlight to tweet]. The only way, you can move your customer to action is if your story honestly reflects her problem. Empathy then translates into trust and trust offers you the closest shot to behavioral change.

You see, social media channels are just another top-of-the-funnel touchpoints in your integrated strategy to interact with your customers and move them along the stages of the buyer’s journey. So keep a steady pace of high-value content and build your audience gradually.

That means it’s not about quantity but quality. Your real customers are not just anybody they’re just waiting for you to recognize their stories in your narrative [highlight to tweet]. 

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Shlomi Ron

Shlomi Ron is the founder and CEO of the Visual Storytelling Institute, a Miami-based think tank with a mission to bring the gospel of visual storytelling from the world of art to more human-centric and purpose-driven marketing. A digital marketing veteran with over 20 years of experience working both on the agency and brand sides for Fortune 100/500 brands such as Nokia, IBM, and American Express. He started VSI to combine his marketing expertise with his passion for visual stories stemming from his interests in classic Italian cinema and managing the estate of video art pioneer, Buky Schwartz. At VSI, he helps brands rise above the communication noise through visual storytelling consulting, training, and thought leadership. Select clients include Estée Lauder, Microsoft, and Cable & Wireless – to name a few. He currently teaches Brand Storytelling at the University of Miami’s Business School. Thought leader and speaker at key marketing conferences. He is also the host of the Visual Storytelling Today podcast, which ranks in the top 10 best business storytelling podcasts on the Web. His book: Total Acuity: Tales with Marketing Morals to Help You Create Richer Visual Brand Stories. Outside work, he is a nascent bread baker, The Moth fan, and longtime fedora wearer likely to jive with his classic Italian cinema interest.

All stories by: Shlomi Ron

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