Many of us have seen how powerful infographics can be in marketing campaigns. And at the same time, we have all seen more infographic fails than successes. For this reason, our team chose to get insights from guest Visme App and our community via #SEMrushchat.
As always, there were many diverse opinions, tips, and experiences — all useful for marketers and businesses. So, continue reading to learn about the benefits of infographics, the essential elements of a good and successful infographic, ways to make infographics sharable, successful workflows, and tools and platforms you can use for infographic design and marketing. There is a lot to learn.
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The big benefit is that a great infographic can convey so much information at a glance. It can tell a great story using data. And the visual nature catches people’s attention quickly.
Infographics visualize data and information, making it more snackable and easy to understand. This increases engagement with your content, gives great viral potential and helps you to connect with your audience.
Visual answers attract the eye quicker than any text. This is a subconscious deep instinct humans cannot avoid, so is powerful for attracting attention.
I think scannability is one of the major advantages of infographics — but this needs to be done right. There are few things worse than an overload of text shoehorned into a graphic. Make sure designers are involved from the outset.
If done right it is the perfect blend between text and visuals, making it easier for the mind to consume! Not to mention, it is easily eye-catching, easily remembered, and portable.
From a B2B perspective, infographics could be things like cheat sheets which are incredibly useful & shareable in the industry for simplifying complex topics.
As a visual learner, I really love when brands have infographics in articles and other marketing materials. It really helps me to process the information.
A good infographic should include a well-balanced union between text and visuals, enough white space between margins and elements, only 2-3 fonts and colors throughout, a single main point and good visual flow. Here are our best practices: https://visme.co/blog/infographic-best-practices/
Actually using graphics to convey data properly. It's ridiculous the number of infographics that border on completely arbitrary graphics. Plenty of other good suggestions already, but this is one of my big pet peeves.
The quality of the graphic. This sounds self-explanatory but I often see infographics that look visually horrible. This will deter audiences from actually reading the content. Even if your data/knowledge is incredible, don't put users off with poor graphics!
It goes beyond layout and verbiage. I think good infographics are those that meet the needs and expectations of the audience. The elements for an infographic for a B2C customer on Instagram are *very* different than the ones for a B2B customer on a blog.
Images, brand, the normal design stuff... but, more importantly, it needs to flow. You need to be able to lead the reader through the infographic so they absorb all the information.
Infographics need to be quick and to the point. Include the important facts or important elements that the audience want and keep the major details to a minimum (reference the article). It also needs to be visually appealing and easy to read and understand.
If you want people to share your infographic, first of all, ASK them to share it. Be sure to include social media icons in your infographic footer, create various social media sizes and share them on your platforms. Also, provide users with a link or embed code.
Know the differences in your social media platforms. Create infographics that are sized perfectly for the platform you're using. Make sure you have a text intro so the share or RT has some of your message included and not just on the graphic.
Include some strategic on-page text so it’s FINDable in search. I also appreciate when smaller sections are available in the right dimensions for Twitter and IG. Include bite-sized portions.
Include a share link with pre-populated image and text formatted for each social platform. Ask for shares. Provide code for people to embed on their own websites or emails. Offer a print-ready or downloadable file.
Make sure your infographics are actually appealing to your target audience first. It needs to be something they're interested in and will find valuable.
Quote Influencers and tag them when you share on social! If the content is solid, they’ll share and then their following will share! Make sure the preview portion of the infographic makes sense! When they’re longer, sometimes it previews an area that is cut off or doesn’t make sense without context!
The purpose of data is to highlight a problem. If it's common knowledge/available elsewhere, you aren't highlighting it and you're not illustrating a problem. People want unique, market-relevant insights.
Start with a plan. Pinpoint your audience, define your objective, and choose your topic. Sketch out your infographic before designing. Determine which infographic format you'll need to use to effectively visualize your content.
Find an insight worth sharing. Research to find supporting data. Incorporate all of that into an infographic that resonates with your brand. Test. Revise. Publish.
Make sure your idea is original/or you are adding something new. Gather sources and do your research. Pick your key statements/facts/stats.Figure out an arrangement that balances and flows. Create, change, create, change, edit, publish!
Do all of your research on the topic for the infographic first. This will help you know which data points are the most important to highlight & what should be written. After putting together the infographic & content, ask for feedback!
1. Find stats, stories or processes that you find interesting. 2. Research how people talk about them & what they want to know. 3. Outline your info with short, direct points. 4. Figure out an attractive way to present your project. 5. Post it all over!
@Canva makes infographic design really easy. I have made quite a few in the past using their templates that you can brand to make all your own. Then, it's all about knowing where they will perform best on social - twitter, pinterest, facebook
I would recommend learning @Adobe PhotoShop It's pretty user-friendly for beginners, and there are SO many tutorials online, but if you don't have access, @Canva is a good place to create them, especially if you need templates!
Photoshop/Illustrator are fantastic tools to use for both infographics and marketing. For those who may not be as versed in Adobe CC, Sketch is a fantastic and easy-to-use marketing & design tool!
Visme! Yes, we may be a little biased. We have hundreds of starter templates, color themes, free fonts, data visualization options, and more to make infographic design as easy as possible! You can download your design or embed it on your website for easy sharing.
There are many I have used: @piktochart, @canva,@infogram, @teambiteable,@VismeApp, @SnappaHQ, @GoogleCharts and @Venngage.
Pencil. Paper. Magic Markers. Pantone Markets. Gouche. Acrylics. Letraset. Or these days - Canva.
Do You Have Tips for Infographic Marketing?
If so, please share them in the comments below. We also want to thank all that participated in the chat. We will be looking for your expert insights next week. It starts at 11 am ET/4 pm BST on Wednesday, September, 18th.