Every brand, business, or cause should be using visual content to connect with their audience. It doesn’t matter if you’re trying to feed hungry children in South America or sell tractor supplies. If you’re not using visual content to connect with your audience, you’re missing a huge opportunity.
While some say infographics are a dying medium, statistics tell the opposite story. According to a 2011 study by Skyword, the total views of a piece of written content increase by 94 percent when visual content, such as an image or infographic, is embedded.
However, with more and more brands using infographics as a way to move people to action, what can you do to make your infographic rise above the rest?
Here are four keys to creating an effective infographic in the age of visual content:
- Create a story that people care about. Story? I thought infographics were about statistics? They are. But if those statistics aren’t drawing your audience into a bigger story, the likelihood that they’ll take action or share your infographic is low. To come up with a great infographic idea, it helps to think like a journalist. Your infographic should tell a story that isn’t about you, but your audience.
- Share statistics that show impact. Think about the type of statistics that might be of interest to your target audience. What are some key statistics that support your overall story?
- Make it simple. Simplicity is one reason infographics have become so popular. If your infographic is difficult to follow or has too much content, you might lose the attention of your audience. Don’t try to communicate your entire brand’s story in one infographic. If the overall topic of your infographic can’t be identified in five seconds, it’s too complicated.
- Establish clear goals for your infographic and create a plan to connect it to your overall marketing objectives. If your infographic isn’t tied to a particular marketing goal or objective, what’s the point? Including a call-to-action in the infographic or creating a specific blog post as its permanent residence is a great way to use your infographic to drive traffic back to your website and achieve your marketing goal.
There is information you need to share with your audience. However, their attention spans keep decreasing. Infographics will help your brand stand out, whether its through social media or at the sales table. If you’re not currently using infographics as a way to visually connect with your audience, I highly encourage you to set aside some time to make a plan for creating one this year.
What are some of the best infographics you’ve seen? In your opinion, what makes them great?