Getting through to your audience has never been more complicated.
We are living in an age of hyper-communication where each individual, on average, processes the equivalent of 174 newspapers and is exposed to an estimated 10,000 adverts every single day.
The hurrier I go the behinder I get
Cutting through the noise and grabbing fickle attention spans means that content must be engaging, digestible, genuine, and quick.
People essentially want to know the core point of any online content in under 2 minutes. 80% of people won’t read to the end of your page and most of your audience will only read 20% of any web content you post.
With these depressing statistics to hand, the only way to persuade audiences to read on is to galvanise your page titles and make sure that your first few points really pack a punch.
Made in his image
And let’s not forget the colossal importance of videos and images that give the reader a quick energy boost between grammatical constructions.
Infographics came on the scene to transform deep data into visual short hand. These visual ‘word bites’ are an extremely effective way of sharing a lot of information in an easily digestible and shareable format.
So why use infographics?
Visuals boost engagement
The human eye is naturally drawn to images, users pay more attention to graphics and are more likely to linger and retain more information because you have engaging visuals.
‘Engagement’ is banded about a lot on marketing sites, all that it really means is that there is a two-way interaction between the audience and the source. Infographics are the best of both worlds because they combine detailed information with images so that you get the necessary attention and engagement from your target audience.
Crucially, they help move your content away from static results nestled in lengthy paragraphs and elevate data to build a visual information grid that captivates the reader.
Infographics are more likely to go viral
When a reader is engaged and believes that the information will also help others, they are more likely to share and generate a social media snowball effect.
Visuals are a great way to highlight important information that your audience might not have time to read or even skim through in the body of your text.
Without visuals, especially infographics, insightful and shareable information can often be over looked and can disappear into the pool of content swirling around the internet.
Infographics help users immediately process and instantly relate to what you want to get across, which are the building blocks of social engagement and ultimately creating a viral post.
Infographics are highly shareable
Some people don’t actually need to go viral and just want to create enough awareness to start attracting new customers or increase their followers.
Infographics are a great way to achieve sustained awareness and increase web traffic to your page or social accounts. They are a great tool to reach every corner of the internet and spread awareness far and wide.
You can pin infographics to Pinterest, tweet one via your twitter account, share via private message or embed an infographic into your blog.
A relevant and useful infographic will increase your site’s traffic because the people that share it will also link to the source and you will create organic traffic back to your site. You can also add HTML coding to your infographic so it becomes searchable and helps increase your google rankings.
You can even let your infographic loose in the real world and print it for marketing campaigns, presentations, posters or leaflets. In fact, it’s a wonder an infographic isn’t taking over the world as we speak.
The Circle of Life
The reason infographics work is because they don’t just emit out information, they use engagement to push people to share which draws the audience back to you, your company or your online passion.
The circle works because, when you do it right, the traffic loop should never end. Your information is out there and every day someone is picking it up, and the more its shared the more it will attract users right back to the source.
Sara is a freelance writer based in Manchester. She owns the commercial and creative content company Fraiche Ink, focusing on think pieces and marketing content.