Three Tips for Creating Compelling Visual Content

With over a billion active users on TikTok and Instagram driving cultural trends, the ability to create visually captivating content has never been more critical. Visual storytelling isn’t just about making something look beautiful; it’s about creating something that resonates deeply with your audience. The science behind this is compelling—our brains process images 60,000 times faster than text (Medtech Intelligence). For Gen Z, visuals aren’t just a preference—they’re a language. This generation grew up swiping through curated feeds, so they’ve developed an instinct for identifying what feels authentic versus what’s simply eye-catching. The challenge isn’t just to create content that looks good but to create content that stops the scroll, sparks curiosity, and builds a connection. Here’s how to do it.

Play With Unexpected Juxtapositions

Humans are naturally drawn to contrasts—they make us stop, think, and engage. Unexpected combinations are like puzzles for the brain, prompting curiosity and encouraging viewers to linger just a little longer. When we see opposites brought together—luxury with simplicity, nostalgia with modernity, or even soft textures paired with bold colours—we’re intrigued. These juxtapositions create a moment of cognitive dissonance, a subtle yet powerful emotional reaction that can make content memorable and shareable. For example, Loewe, consistently blends the regular with the high-end. This clash between high fashion and the “raw,” creates an incredible visual story. By playing with contrasts, Loewe turned a simple product showcase into an art form that draws in millions of views.

Tell A Story

Storytelling is the backbone of any compelling piece of content because it allows your audience to emotionally connect with your brand. When people see a story unfold, they don’t just watch it—they imagine themselves in it. That emotional immersion is what makes visual content impactful. A series of well-crafted images or videos can evoke a sense of belonging, aspiration, or even nostalgia, all while subtly communicating your brand’s message.

Charlotte Tilbury aces this. Instead of focusing solely on the makeup itself, the brand highlights transformation and empowerment. Their Instagram reels often feature creators sharing their “magic moments” using Charlotte’s products—whether it’s prepping for a glamorous event or simply feeling confident on a regular day. These relatable yet aspirational stories make the audience feel like they’re part of a larger beauty community, rather than just being sold a product.

On the other hand, Rhode, Hailey Bieber’s skincare brand, tells stories of simplicity and luxury. Their visuals don’t scream perfection; instead, they evoke a sense of natural, effortless beauty. By showing soft, dewy skin paired with minimalist settings, Rhode invites their audience to imagine a lifestyle that’s both achievable and aspirational.

Create Visual Tension

Visual tension is all about keeping the viewer intrigued. It’s the element of surprise that makes someone stop scrolling and take a closer look. This could be a striking use of asymmetry, an unexpected color palette, or a design that feels just slightly “off” in the best way. Visual tension doesn’t aim to confuse—it aims to challenge the viewer in a way that feels exciting and fresh.

A great example is Loewe’s campaign featuring their Puzzle Bag. Instead of traditional product shots, they photographed the bag placed in unconventional positions — to say the least.

Intention > Aesthetics

It’s not about creating something that looks good in isolation; it’s about creating something that connects with your audience on a deeper level. Whether it’s Rhode’s clean, dewy visuals that speak to simplicity and luxury or Charlotte Tilbury’s transformational stories that empower their customers, these brands create content with meaning at its core. So, the next time you’re designing a campaign or planning your next post, ask yourself: What story am I telling, and how can I make my audience feel something? That’s where the magic happens!

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