Why You Should Use Infographics in Your Marketing

4 Minute Read

Ask yourself these questions:

‘Do you want to create compelling content that drives traffic and readership?’

‘Do you think the average person finds raw statistics, facts and figures dry and uninteresting?’

‘Do you engage better with written content when it’s accompanied by dynamic, relevant imagery?’

If you answered ‘yes’ to all of these, then you already have an appreciation for what infographics can provide for your marketing collateral. Infographics occupy an uncommon spot in the pantheon of marketing communications in that they can be shared as a meme and yet convey the information of an article. This makes them uniquely qualified to build viral interest, create healthy backlinks for your web pages, and drive traffic through social media applications

What are Infographics?

If you’ve visited the internet since 2012, you’re familiar with infographics. They are images that fuse dynamic typography, interesting facts, and figures, and clever imagery to create visually engaging, bite-sized summaries of dense topics. They’re unique in that they take the strengths of two different mediums, the written word, and visual storytelling and create communication that’s greater than the sum of its parts.

Infographics are powerful because they’re snackable, with an engaging visual field punctuated by short, interesting factual tidbits, each goading the reader to engage, and then move on to the next. A well-designed infographic creates a narrative flow, moving the reader’s eye naturally from section to section, telling a compelling, unfolding story. They’re the perfect accompaniment to any sort of messaging that’s heavy on facts, figures, and statistics.


If you’re interested in learning more about how infographics could help your marketing efforts, fill out our contact form and a member of our creative team will respond within 24 hours. We’d be happy to walk you through the process and provide you real-world examples of the power of infographics.


When Are Infographics Useful?

In a 2012 La Vanguardia interview, infographist Jaime Serra said, ‘Every professional working in a newspaper should feel, think, be a journalist. Typesetters, photographers, graphic designers, the goal is to explain the news and tell the stories in the most attractive, accurate and simple way as possible.’

This quote perfectly sums the reason infographics are so powerful. Infographics can take difficult, often complex subjects and distill them into a visual communication that’s easy to parse without losing the original depth of the subject. Translating what Jaime’s saying into the marketing world, the goal of any communication should be to pitch your message ‘in the most attractive, accurate and simple way as possible.’ So infographics are useful…everywhere. You’ll find them on the web, in print, animated in videos and blown up into posters. The ubiquity of the form is a testament to its universality and power.

Reasons Why You Should Be Using Infographics Right Now

They’re buzzworthy

According to Venngage, when marketers were asked which types of visuals drove the highest engagement for their marketing efforts, 42% of them named infographics and other original graphical content, which was more than other, other media type, double that of the next highest score.

It seems that humans are hardwired to find infographics compelling, which is why they’re so popular on social media. Analysis by Nielsen Norman Group found that infographics were shared and liked on various social media platforms three times more often than other types of media. Imagine if you had engaging, branded infographics spreading your stories virally across the social sphere, driving interest and traffic straight to your website. You would be hard pressed to find a more effective marketing tool.

They take advantage of how our brains work

Humans are extremely visual. Researchers at MIT found that the brain can identify images seen for as little as 13 milliseconds. Our brains are extremely adept at parsing imagery, but the same can’t be said for text. Imagine trying to read and understand a sentence in 13 thousandths of a second. So infographics take textual information and put it into a form our brain is built to identify quickly. This is the reason infographics are so compelling. Our brain ‘gets it’ much more rapidly than seeing the same information in a paragraph of dense text.

We already know people respond well to images

It’s well documented that people respond far better to articles that contain images than text-only presentations. In an analysis performed by BuzzSumo, one million articles were examined, and it was found that articles with an image every 75 to 100 words received double the shares on social media compared to articles with fewer images. They also found that Facebook posts that contain images get double the engagement of comparable, imageless posts. 

Since our affinity for images is well-known, it shouldn’t be surprising that infographics, with their highly graphic text and image combination, are essentially images on steroids. They pull double duty, acting as an image to break up blocks of text and as narrative, factual text. If there were ever a marketing equivalent of having your cake and eating it, too, it would be an infographic.

They make ‘big data’ easier to relate to and remember

In nearly every field of human activity, researchers are compiling voluminous amounts of data, and our computing power is granting us a historically unparalleled ability to compile it all and pull out useful insights. But for those not intimately familiar with the topic in question, the amount of information available can be overwhelming. Infographics are able to present insights in a meaningful way that use the power of visual storytelling to help fill in some of the knowledge gaps that would generally make it difficult for people to understand. They take the complicated and make it palatable.

You Should Start Using Infographics Today

In marketing, content is king. It’s not enough to simply share information. That information needs to be engaging and arresting. You need to catch people’s attention in a sea of competition. You may only have one shot at capturing a prospect before their attention wavers. You need dynamic content that’s designed to give the brain exactly what it’s looking for.

Infographics win on all of these fronts. Their snackable bits of content are just big enough to pull reader’s eyes and reward continued engagement. They take advantage of our propensity to favor imagery over text and use both to complement each other. Branded infographics, spread virally, are the perfect storm of traffic driving and message spreading.


If you’re interested in learning more about how infographics could help your marketing efforts, fill out our contact form and a member of our creative team will respond within 24 hours. We’d be happy to walk you through the process and provide you real-world examples of the power of infographics.


 

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