Hope: the key to visual storytelling that connects
We know how powerful visual storytelling is for connecting with audiences, but with trends and attitudes continuously shifting throughout the global pandemic, how do content creators make sure their images are hitting the mark? Kate Rourke, head of creative insights for Getty Images and iStock, Asia Pacific has the answer.
Combining search and sales data from millions of image searches across their sites with survey responses from more than 10,000 consumers and professionals in 13 languages across 26 countries, the latest Getty Images’ Visual VPS research has uncovered exactly what consumers want from visual storytelling.
Sharing some of the major insights from the research during Getty Images’ recent Visual Storytelling in the time of COVID-19: How to maximise your brand’s impact on consumers webinar in partnership with Mumbrella Bespoke, Rourke explains that across some of the biggest visual search topics of the year – including wellness, technology, sustainability and diversity – the recurring thread that searches returned to was a lightness that came from real, emotional connection.
Rourke describes: “The overall pattern that we saw across the different agendas, across all ages is that in every instance, consumers are drawn to personality, to emotion, realness, and human connection, and they really can spot it when it’s real, or if it’s fake.”
Getty Images is one of the world’s most trusted and esteemed sources of visual content, with over 425 million assets – including photos, videos and music – available through its industry-leading sites, gettyimages.com and istock.com.
