Storytelling is the oldest form of communicating and sharing knowledge - all of us tell stories and we do it every day. It remains one of the most powerful ways for brands like FAO’s to connect with the audience, build a relationship with them and highlight some of the most pressing issues of our time, especially in today’s very competitive digital environment.

However, at a time when digital platform consumers are flooded with more information through numerous platforms than ever before, how do we make our story stand out, and stand strong despite today’s digital tsunami? How do we create compelling narratives in this complex media landscape? How do we use visual storytelling to engage with our audience and start a successful conversation?

We are experimenting with visuals, formats and starting to break away from the institutional voice. We are thinking of our images and videos as products where creativity meets art, advertising and advocacy. And most importantly, we are thinking of our audience and platform first

For storytelling materials to be effective, we need to develop a concept first so that we can all work together on the creation and distribution of the piece on our digital platforms and in concert with our global priorities and key messaging. Content is key and human stories can translate into many digital products – photo stories for the web, Instagram stories, along with shorter videos that can be used in social media channels.

Download the FAO Storytelling guide here.