How much value do you place on infographics when designing a marketing campaign or updating your website to include new content? Infographics have become increasingly popular options for magazines, newspapers, and websites, and can communicate a lot of information in an accessible way. In this context, they work well for social media and sharing. However, infographics can also be criticised for their thin content, and for not delivering the kinds of social engagement that can be crucial for gaining brand loyalty across media.
Infographics can be effective when used properly as a form of content marketing; colourful imagery and clearly arranged figures and graphics can make it easier for users to click on and digest important information. The more well designed an infographic is, the more likely that a user will spend time going over it, compared to a block of text. Information consumption is sped up, and faster decisions can be made over whether content is relevant to a user.
This value can be mapped out in a number of ways. In social media marketing, infographics can allow companies to grab the attention of users that are being distracted by other signals, and can provide lasting engagement through visual connections. Infographics similarly work well as items that can be easily tweeted and shared between social networks, creating the potential for higher search engine ranking.
However, infographics can be criticised in several ways. One of the more common problems of infographic information involves whether their facts are accurate – repackaging content into a graphic might obscure inconsistencies and errors in research, and can end up making an argument look more persuasive than it actually is. Moreover, infographics can lack the depth of argument and context provided by guest posting and integrating graphs and images into longer form content.
Other problems with infographics include similarity and repetition – you may see the same designs being used again and again across sites, which can mean that users gloss over important distinctions between companies. At the same time, certain infographics might not show up as well as on different devices, and might become irrelevant over a short period of time if statistics are updated, leaving you with outdated content that has to be revised.
To this end, it’s important to view infographics as just one part of a design led marketing campaign that positions content in attractive ways. It’s worth looking into creating a digital and print campaign that uses infographics in support of longer form content and more traditional ways of presenting information. For example, working with a marketing agency Brighton might involve repackaging the same content for different platforms, with the goal of preventing the impact of infographics from being diluted by over-use.
Featured Image: Creative Commons – Attribution by Martin Oberhäuser→Brockhaus Encyclopedia Infographics