“Infographic” has been a major buzzword in the world of digital marketing over the past several years. And, they’re becoming more and more popular. According to the Content Marketing Institute, there was a 17 percent increase in B2C marketers’ use of infographics between 2015 and 2016 and a 5 percent increase in B2B marketers’ use.
So, what are infographics? And why should you consider creating more of them? Well, the most basic definition is a visual representation of information, data, or knowledge that is intended to quickly and clearly convey even complex information to a viewer. Basically, this means taking data, organizing them, and then presenting them in a way that renders them digestible and clear so that a viewer can get the basic gist of the concept without having to read large amounts of text or trawl through endless columns of numbers and percentages. In essence, it allows the viewer to interact with and consume the information in a much more intuitive and engaging way.
You should consider creating more infographics and integrating them into your digital marketing activities because they are an excellent way to grab and hold your users’ attention. And while it is true that infographics require an investment of time and resources to produce, a well-crafted, compelling infographic can pay off dividends. Here are the top seven reasons you should think about creating more infographics.
1. They are interesting. Arguably the main advantage of infographics is that, put simply, they are interesting to look at. “Infographics are still one of the best ways to turn dull information into sharable content,” Zac Johnson explained in Forbes. “Infographics are all about bringing your data to life and making it visually appealing for people to view and share with others.”
The better the infographic, the more interesting it will be. The key is to make sure that the visual makes an interesting point and that this point is easy for people to digest. “Sometimes graphics fail simply because the topic is too broad, too boring, or too niche for most people. Sometimes they fail because the information is too detailed and overwhelms the audience. Sometimes they fail simply because they're just not interesting to read,” James Parson explained in Entrepreneur. “Infographics live and die based on how easy they are to digest.”
2. They are a good way to grab people’s attention. Did you know that research shows that visual elements, including compelling infographics, can generate 94 percent more views than simple text or content that doesn’t contain any images? If you want to stand out of from the crowd, infographics are an excellent way to do so.
The good news is that you don’t necessarily need tons of design experience in order to produce a great infographic that will grab your audience’s attention —tons of tools out there can help with that. “Thanks to sites like Canva, anyone can create a free account, select an infographic template, and plug in their own content,” Johnson said. “ And Canva isn't the only option for creating free infographics: Shopify recently came out with a list of infographic tools of their own. In most cases, using a template service won't deliver the most beautiful and custom infographic designs, but it will be more than enough to get your point across.”
With that being said, it never hurts to get an expert designer to help you craft the best possible infographic if you have the financial resources.
3. They are an efficient means of relaying information. Not only is it hard to grab people’s attention, it’s hard to maintain it. It’s no secret that these days people have shorter and shorter attention spans as they’re constantly bombarded with information and stimuli from every direction, particularly as they are browsing the web or scrolling through their social media feeds. It can be hard to fully make your point to a person before he or she decides to jump onto the next thing.
That’s why infographics can be so valuable. A well-crafted infographic that is engaging can help you hold a person’s attention long enough to convey a message. However, the key here is to be cognizant of presentation and keep your infographics as simple as possible. “Edit your presentation down to its essential message,” Kern Lewis explained in Forbes. “What core benefit message do you want the reader to take away from this particular graphic? Your story should introduce the topic, explain why it matters to the reader, and share one bit of proof for how your benefit addresses the problem. As briefly as possible. Even a visual presentation gets boring if the audience finds nothing relevant to them.”
4. They are shared frequently. Research consistently shows that visual content, including infographics, are shared at much higher rates. Those share rates can actually help you increase your subscribers and followers, particularly if you share infographics on social media, as they will generate more likes, comments, and shares than standard text updates. To maximize share rates, make sure you add social share buttons!
5. They are portable and easily embedded. One of the major advantages of infographics is that they are portable and very easy to embed. By including an embed code with an infographic you have posted or uploaded, people can easily integrate that embed code into their own blog posts or social media content. If your infographic is branded (which it should be), this can translate into significantly increased visibility for your brand.
6. They can drive traffic to your site. In part because infographics are so easily embedded and shared, they can drive more traffic to your site. In fact, when used properly, infographics can increase traffic to your site by at least 12 percent.
7. They can make your brand seem knowledgeable and reputable. Because infographics are inherently informative, they can be an excellent way to situate your brand as an authority on a particular topic. Just make sure that you have good data and that you’re making a point that is interesting and relevant to your audience!
The bottom line is that infographics offer a number of benefits in terms of capturing people’s attention, driving traffic to your site, and enhancing your brand visibility overall. However, once you’ve made the decision to invest in creating an infographic, you will also need to invest in developing a plan to get your infographic out there, whether it’s an email campaign or social media posts. In order to reap all of the benefits that infographics have to offer, it is important to get them in front of as wide an audience as possible.
Interested in learning more about infographics? Contact us today for a brief consult!