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Twelve Insights for Visual Content Success with Infographics
Jason Miller / Content Marketing Institute / November 17, 2013
Some marketing skeptics claim that infographics are dead. I disagree. I think bad infographics are dead, and always have been. Well-designed and executed infographics, on the other hand, are not just alive — they are a thriving and essential part of any integrated content marketing strategy.
With all the competition for consumer attention on the web, it takes more than just creative wording to rivet eyeballs. An infographic is a compelling way to use visual content to tell a rich story at a glance.
Here are some of the reasons why infographics are the perfect way to capture consumer attention:
- Visual content is at an all-time high: Social media sites that focus exclusively on images are swiftly gaining in popularity. In February, TechCrunch reported that the percentage of online adults using Pinterest (15 percent) had almost caught up to the percentage using Twitter (16 percent). Facebook recognized that Instagram was going places when they purchased the photo-focused app for $1 billion in 2012. Today, Instagram has 150 million monthly active users. Facebook, Twitter, and LinkedIn all get the power of the picture and have added better image-sharing functionality to their platforms over the past few years.
- They put the “I” in image: Of course, words are still the best way to communicate many types of information, but according to a 2011 study by Skyword, the total views of a piece of written content increase by 94 percent when visual content, such as an image or infographic, is embedded.
- Competition improves quality: The number of infographic vendors continues to grow, prompting lists of the best infographic design companies, such as this one just published by Visibility Magazine.
- Big data is big: We have more access to data than ever before, and data is the very core of infographics.
Indeed, the competition to create an infographic that’s viral-worthy is fierce, so you need a solid plan.