In the last decade, infographics have exploded as one of the most popular types of marketing content out there. In 2018, 56% of business-to-business content marketers had increased their use of images such as infographics, according to the Content Marketing Institute. But how do you know when you need an infographic? Here are 5 situations in which an infographic might be the best choice for your marketing campaign.
1. You have a lot of great data.
Fascinating data can get buried when it’s not presented in a way that’s easy to understand. Think about it: a spreadsheet with a thousand cells in it can contain some fascinating insights, but you wouldn’t just forward that spreadsheet to your boss — and you certainly wouldn’t post in on Twitter.
Instead, you’d pull out data visualizations of the most interesting or surprising information, and leave the rest in the spreadsheet, where it belongs. Then, in order to arrange the data in a logical and engaging way, you’ll need an infographic. These efforts will go a long way in helping you cut through the noise for your stakeholders or your target audience — and in helping them draw the same conclusions you have.
2. You have a story to tell.
You may need to tell the story of your brand or your product. Or you may want to explain to potential customers what problem your company is trying to solve. If you want to really engage your audience, you need to use all the most effective visual storytelling strategies.
An infographic can follow a character through a journey of discovery, or it can organize data in such a way that it tells its own story. Likewise, it can combine these two strategies, all the while omitting any unnecessary information and keeping readers engaged through the use of visuals. They’ll be much more likely to share an infographic of your story than they would a 1,500-word article.
3. You’re not reaching your customers.
If your social media engagement isn’t where it should be, or the bounce rate on your site is too high, you’re not really reaching your target audience. Visual content is the answer. You may be sharing text-heavy blog posts or articles, or making DIY infographics with stock images or icons. These just don’t engage like an infographic that’s custom-made for its content. In fact, 91% of buyers prefer visual content over traditional formats. Give your audience what they want to see, and they’ll be more likely to share and engage.
4. Your website is text-heavy.
If your website’s bounce rate is high, it may be that you aren’t using enough custom-made visual content. If you rely heavily on text to get your message across, many visitors won’t have the patience to stay put for long. Instead, you need an infographic to explain what you do, introduce your products and services, and keep them engaged.
The results are potentially huge: websites with infographics get 30x more engagement and blog posts with infographics get 40x more shares. You’ll also see, on average, 84% more views and 94% more clicks.
5. You have a lot of complex information to share.
Perhaps your product or service isn’t so easy for the average consumer to understand. Or perhaps you want to share the results of a comprehensive report or study. You’ll need an infographic to boil down this complex information into something that’s both understandable and shareable.
An infographic should focus only on the most compelling points in any set of data. If you’ve got a lot to share, consider making a series of infographics or crafting a social media micronarrative, comprised of a series of small graphics that, together, tell a bigger story.
For an example of a social media micronarrative, check out Killer’s Numbers2Unite campaign, a weekly series dedicated to sharing relevant facts to the 2016 election. Here are a few highlights:
There are plenty of other reasons an infographic might be the best choice for your next campaign. But if any of the above apply to you, you’ll know that it’s time to invest in an infographic now.