It used to be that Infographics were the “It” tool for marketing – until they weren’t. To understand why infographics aren’t dead, and should still be a viable campaign strategy for clients, we have to understand the history behind them.
In 2012, everyone was producing infographics – usually of low-quality design, although as agencies became more versed in how effective these could be as a sales to market a client’s product, more high-design infographics began emerging. In fact, according to one experienced UK-based SEO and content provider says he was creating 200 to 300 infographics per year in 2014.
In 2016, the industry became flooded, and journalists began rejecting pitches that included, to date, these time-tested marketing strategies.
Fast forward four years, and there remains an argument for keeping infographics as a viable marketing tool in your stable of resources that you pitch to clients. Here’s why:
* They have a visual appeal. It’s no surprise that visually presented information is more appealing to the eye than a mountain of text, which means that a graphically-told story will usually pique a reader’s interest before any information is processed.
* They are easy to comprehend. The brain is wired in such a way that visual are able to be processed much faster than language. In fact, according to studies, people can follow visual instructions more than 323 percent better than written instructions.
* They are easily recalled. If you’re trying to make an impression on a would-be customer, know this: according to studies people can recall only about 10 percent of written content three days after reading it versus 65 percent of information presented in visual form.
* They are shareable. Infographics can break down potentially complex information into the bite-size pieces that we have become accustomed to in a visually-appealing format that has the ability to be recalled. In this way, people are more likely to share the content of the infographic.
* They can help to increase sales. Go back to the bullet point on recall because it’s worth repeating: the human brain is better at retaining visuals more than text. This means that if you have a complex product or service (think an IT company such as Oracle), it would stand to reason that presenting processes and benefits of using a company’s product might be better presented visually in an infographic, rather than a block of text. This in turn, will help you to stand out from your competition.
* They aren’t being promoted as heavily today. There’s no better time than today to start using a tool that has, for many been shelved at worst, and been put on the back burner at best. Think of it this way: if your competitors aren’t using this sales tool, why wouldn’t you? As long as you use a format that is visually appealing to tell your client’s story or present a product or service, it remains a great way to not only attract attention, but for potential customers to remember you.
The bottom line is that infographics continue to be a solid tool when used correctly and can potentially add fantastic benefits as part of a wider content marketing strategy.