Amy Balliett defines the power of micro narratives: visualizing 1-2 stats where the data drives the message. She provides examples of completed micro narratives and details how they can be used and promoted within a campaign to further your message.
- [Instructor] One of my favorite tools to use in my visual campaign tool belt is the micro narrative. A micro narrative, also referred to as micro content, is a one to two statistic piece of visual content in which the data drives the message. Here are just a few micro narratives as an example. You'll see that each one is sized for social media sharing, making it easy to view on a phone and easy to repost for others to share. In addition, each one makes the data the central focal point.
These are just examples of static micro narratives. Micro narratives can also come in the form of animated GIFs, short motion graphics that are 30 seconds or less, and interactive widgets, to name a few. That said, static micro narratives are the most powerful of all when producing a visual campaign. I say this because they are the fastest to produce, giving you the opportunity to deliver a lot of usable content to your client in a short time.
Micro narratives do not have to be developed from scratch, and that is especially true during a campaign. You can instead build micro narratives from already designed projects, as shown in this example. As you'll see on the left, we have a long scroll infographic, and on the right is the micro narrative content that was produced in response to the infographic. If your client needs a lot of content fast, is looking to grow social engagement, puts out a lot of press releases, or needs visual assets for other text-based content, developing micro narratives as part of your campaign is a great way to drive success.
In this course, Amy Balliett—CEO of the visual communications agency, Killer Infographics—provides an in-depth look behind the curtain of visual campaigns. She shares her experiences and the lessons she learned from developing over 100 visual campaigns for Fortune 1000 clients and nonprofits, explaining how to develop a successful campaign from start to finish. She walks through how to concept and plan a campaign, and how to pitch that campaign to clients and colleagues. Amy also takes you through how to develop a visual language to guide your campaign, and shares how to avoid common pitfalls.
- Defining visual communication today
- Understanding why visual content is in high demand
- Defining a visual campaign
- Pitching your campaign
- Developing a creative brief
- Brainstorming your creative direction
- Presenting a pitch
- Finalizing direction and getting buy-in
- Developing a visual language
- Developing an illustration style
- Presenting your visual language
- Letting data drive your content
- Avoiding pitfalls