Ways Banks Can Use
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Visual Storytelling By Doug Wilber • CEO of Gremlin Social
o your customers find your content easy to absorb, appealing—even compelling? If your bank’s communications are perceived as stale and confusing, it can be difficult to resonate with your audience. Even banks have something interesting to say, and visual storytelling is the most reliable way to land a compelling and memorable message with the audiences who matter most.
Consider that the human brain is said to absorb up to 65 percent of visual information but only 10 percent of written or spoken information. Social media statistics back that up: On Facebook, images lead to about 2.3 times more engagement than text-only posts. And according to the ABA State of Social Media report, survey participants said the top three types of content that drive engagement for banks are photos, videos, and graphics. Financial institutions should take note of this trend. Today’s consumers speak a more visual language on social media, and banks need to join the conversation. Visual assets help you educate consumers as well as humanize your brand by showing off employees and community involvement, rather than just promoting products and services. These three visual storytelling tips are a great place to start sharing content that will help you build connections:
When Educating, Use Infographics.
One of your biggest responsibilities as a financial institution is to be a source of education for your customers. But financial education can be dry, complex, and (let’s be honest) boring to the average consumer. Infographics are a great way to break down potentially confusing subject matter into a format that consumers will not only understand, but also remember.
Americans are Happy with their Bank...
9 in 10 account holders are “very satisfied” or “satisfied” with their primary bank
If you want to present a lot of numbers on a subject, for instance, an infographic is your best bet. Instead of presenting statistics in an intimidating table or list, put them into a visually appealing infographic that directs a reader’s eye toward the most important data.
Show Off Your Community Connections.
Eighty-seven percent of consumers reported they would purchase from a company that supports an issue they care about. That means you should be involved in the things that matter most to your community. Pitch in at school fundraisers or community food drives, and share videos and photos of your efforts. This will not only show how you are making a larger impact, but it will also connect with people on a human level. Research shows that even B2B customers are emotionally connected to their vendors, and see about 21 percent of appeal in a brand due to its business value—but double the appeal for its personal value. Find out what your community cares about and show the personal value you bring to the table. (Photo at left: Grand Savings Bank of Siloam Springs participated in Bowl for Kids’ Sake.)
Celebrate Employee Achievements & Milestones.
To take humanizing your brand a step further, highlight the humans within your organization. People don’t want to see paid advertisements on social—they want to see stories. Share images of your employees that showcase their milestones and achievements. Audiences will find inspiration in their successes and remember their faces. Then, when consumers are in search of a financial product, they’ll be more likely to go to the people they already recognize and relate to. (Photo at right: Herbert Thomas, center, receives a Milestones in Banking award for 40 years of service in 2019 from BKD representatives Gary Edwards and Megan Clark.)
The Arkansas Banker n Summer 2020
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