Ctrl+E May 2023

Hey there!

As May ends and June rolls in, we find ourselves ba(s)king in summer.

Speaking of summer, kudos if you've made it through yet another successful IPL season! CSK all the way! With the countless advertisements I witnessed during the matches, I can't help but reflect on the power of visual storytelling.

I know what you're thinking right now.

Wait... hear me out.

They say a picture is worth a thousand words, but in marketing, it is worth several conversions.

Let's face it. We live in a world where the human attention span is shorter than the duration of an Instagram reel. *Let's leave the poor ol' goldfish alone!* With the overload of information on the web, nobody has the time or patience to read anymore. That's why visual storytelling has become the go-to tool for brands to connect with their audience. More on this in the next section.

Before diving into the rest of the newsletter, did you know World Environment Day falls on June 5th? Whether it's a beautiful landscape or an adorable butterfly perched on a leaf, let's remind ourselves that we have a responsibility to protect our environment— because without it, we have nowhere to go, and let's face it, our visual stories would be pretty lifeless too.

Let's not forget about World Music Day on June 21st. Can you imagine a world without music? I know I can't. Music adds rhythm and melody to our life just like a splash of colors bring a vision to life. So, Manoj Nair has handpicked some of his all-time favourite tracks for you to jam out to.

Before I leave, I want to share a relatable meme I came across. This is me every single day. Not sure if it is because of the information overload or poor short term memory. Either way, it calls for a good laugh. If you can relate to this, let the rest of us know in the comments!

Until next time,

Deepika M.

We'd love to hear from you! Write to us at [email protected]

MASTERING VISUAL STORYTELLING

You hear something today, and you will retain only a measly 10% of it three days later. Add a picture to that piece of information and you will retain a whopping 65% of it! ?? True fact.

What?

With a miniscule attention span, humans tend to thrive on visual content. When it comes to visual storytelling in marketing, the possibilities are endless. Here are some visual elements you can use to transform ordinary messages and stories into captivating narratives and experiences:

??Coco Cola’s infographic gives an overview of the company. Easy to glance through. Easier to recall.

??Apple’s explainer video on how to edit a selfie is simple yet informative:?

WHY?

?? Remember Sundrop and its iconic TV ad? Watching the ad today feels like an instant time travel back to the good ol' days. That's the magic of visual storytelling - where visuals make memories come alive.

HOW?

You and your team poured your creative juices into crafting a compelling narrative, sprinkled some convincing data, and presented it to the world using the magic of visual storytelling. But unfortunately, it didn't work out as planned.?

What in the picture-perfect world went wrong??

Visual storytelling is like that trendy dance move everyone is attempting on social media – it's everywhere, but not everyone knows why they're doing it or how to pull it off. In other words, they're jumping on the visual storytelling bandwagon simply because others are busting their moves.

• Need to simplify complex information and make data digestible? Use infographics.?
• Want to share pro-level explanations, tips, and behind-the-scenes goodness? Consider short and long-form videos.?
• Want to showcase products and evoke emotions? Try photos.?
• Want to spark a conversation with your audience on social media? Share quote cards, memes, and GIFs.?
• Got a wordy blog to publish?? Add pictures to supplement your blog and break the monotony
• Success stories? Use screenshots! Those little captures of triumph will make your audience say, "I want what they're having!"

??Spotify Wrapped is a hit every single year simply because it is personalized, interactive, and visually engaging.?

Next, hold your visuals up for scrutiny and ask yourselves three important questions. Warning: We may or may not be merciless truth warriors 'cause we're about to lay down the facts.

1. Is this what my audience wants? If you've done your research, the answer will be a resounding "Yes!" ;)
2. Does the final output strike the ultimate balance between clarity and creativity? You want your message to shine, not blind your audience with confusion.
3. Do I have a solid engagement plan in place? Visuals floating around the internet don't serve a purpose unless there's an engagement plan in place.

But wait… there’s more. Ace your storytelling game and turn passive spectators into active participants with interactive visual content. Think quizzes, polls, surveys, assessments, games, and calculators—stuff that makes your audience go, "Hey, this is fun and interesting!" You can have a conversation with your audience, and understand their mindset as they actively engage, make choices, and share personal experiences.?

If this seems like too much work for you and you don’t want to break a sweat, we’re just a message away! Essentiate would love to work with you and do the heavy lifting to showcase your brand story to the world!??

Upgrade your playlist with these vintage jams! Here are 5 tracks that'll wrap you up in a cozy blanket of nostalgia and make you ponder life's mysteries.

?? The Rebels Rule (and Groove): Thin Lizzy's Bad Reputation

?? Set Your Spirit Free with Pink Floyd's Free Four

?? The Lazy Anthem: The Beatles' I'm Only Sleeping

?? Tugging Heartstrings and Saying Goodbyes with David Gray's As I'm Leaving

?? A Musical Investigation: Fink's Looking Too Closely

We're all ears. Don't hold back, we aren't afraid of unfiltered (and controversial) opinions!

Before we leave, we want to let you know that we are hiring! If you think you are suitable for the role, or know anyone who will be interested, reach out to us.??

About Essentiate

Essentiate works with leading brands to establish their digital footprint while fostering growth and resilience. Work with us to streamline your marketing efforts with technology. Visit our website - www.essentiate.com?

We hope you enjoyed reading Ctrl+E—and if you did, share the newsletter with your network to help them stay informed too!