CHAPTER 3

The Power of the Platform: Visual Storytelling on Social Networks

In today’s world of information consumption, we’re surrounded by media, and it’s never been more important to grab your audience’s attention with high-quality content. The brain processes visual content 60,000 times faster than text1 so it is no wonder that marketers are increasingly turning to strong visual content to engage their audiences—and keep their attention.

The average adult attention span has been shown to be somewhere between 2.8 and 8 seconds; marketers need to get their message across quickly and effectively.2

Social media have made it easy for brands to connect with customers not just through text but with photos, videos, infographics, and other images. ...

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