Infographics are a marketer’s dream as they offer lots of information to customers in an easily-digestible form.
Infographics let you share complex information with your audience in a simple, image-based format. They can be shared on social media, creating a buzz if they engage your audience. If they’re good enough, followers will enjoy their fun and colour and appreciate the information they contain. They’ll retweet them or share them on LinkedIn or Facebook, and that could lead to more exposure and sales.
But you must get it right. Infographics began to soar in popularity at the start of this decade, and, according to Unbounce, demand for them increased by 800 per cent in the two years to 2014. That’s good for people that get paid to design them, or companies that offer templates. It also means greater saturation, so yours had better be good. Further, organisations that don’t use them are now being left behind.
Infographics are here to stay, but they need to be done well. Follow these 5 handy tips to make sure you get it right.
1 Target your audience
What are your audience interested in? Why do they follow you? If your infographic doesn’t tally with the people who’ll see it, expect an engagement rate of close to zero.
The infographics with the most traction are ones that meet your target audience right where they want it most. People make the mistake of creating an infographic related to a topic that is generically popular rather than specifically relevant to their audience.
Aim for your audience, not for the whole world. Whether they are sports physios, teachers or fishermen, choose topics that will resonate with them.
2 Be focused
Select a topic and now be laser-focused in concentrating on it. If side issues pop into your mind, just jot them down for use at another time. Infographics are not attempts to randomly assemble all the data you can compile. Instead, an infographic is intended to drive a single, focused point.
If it’s about choosing a golf putter, keep it there. Talk about swings and plus fours another day. Furthermore, avoid making your infographic needlessly complex or too long. An infographic should create a ‘Eureka’ moment.
3 Be graphic
That old saying ‘A picture is worth a thousand words’ might actually be an understatement. Software firm WebDAM says that the human brain processes visual data 60,000 times faster than text. That’s why an infographic should be more graphic, and less info.
The best infographics are ones that have a natural flow and a good balance of visual and written information. Info should be as concise as possible, with graphics filling in the blanks. Remember that it all needs to be easily viewed – check that the words are legible, paying attention to colour and font size.
4 Make it flow
You’ve got the topic nailed and ideas for how it can be supplemented with graphics, so now the designer needs to make it an easy read. We’ll look at the role of the designer more closely another time, and consider the template packages on the market. Rather than just throwing together a bunch of stats, make sure the infographic follows a natural course like a good story or film. The flow will help the user pay attention and to be persuaded by the message that you are presenting.
5 Be social
Ben & Jerry did not make great ice cream and then sit in the kitchen waiting for it to become a global success. They went out and knocked on doors and made things happen. Just as you work hard at getting your organisation know, so you’ll have to help your infographic to become a hit.
Give it a killer headline and intro, put it on your website and make it easily shareable. Share it on Twitter, LinkedIn, Facebook and other social sites, and ask others within the organisation to do the same. Encourage followers to share it, and reach out to influential sources in your sector and ask them to feature it.
Bonus: which is the best tool to create infographics?
Our recommendation is always to think your content through and work with a person that has graphic design skills. In this way, you can best align your idea and your business goals with the best design. However, nowadays there are a few tools that you can use – even with a free account, which will give you great results. One of the best to design infographics is Canva.com.
Canva enables you to choose a template, and then change both the colours and the content so that everything is perfectly branded.
We love being social at GrowthMinds, and we also love all kinds of great content. To find out more about the growth hacking services we can offer to you, please get in touch.