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Creating content to convey your brand’s message in a concise and engaging way can be a difficult process, especially on social media. With decreased attention spans, audiences on social media often don’t want to spend a lot of time reading content. To solve this issue, we suggest using infographics which are “graphic visual representations of information, data, or knowledge intended to present information quickly and clearly.” Below are some tips and tricks for creating engaging and informative infographics
Before content creation can begin, determine a purpose for the final graphic. What information will the graphic communicate? Who is the infographic’s audience? Knowing this information can help determine the tone of voice and design theme. This also helps to decide which type of content belongs. For example, using a statistic is a relatable way to communicate with a more data-driven audience.
Start collecting all the valuable information you want to communicate. This information could come from a variety of sources such as your website, industry, or financial department. Be sure to have an accessible place for this information. Once the research is complete, organize the findings. For example, information can be organized by order of importance in a document or mock layout.
What story is the infographic telling? Is it following a specific process or is it a brief bulleted list? Infographics are more engaging when they tell a story to the audience. Creating a story that flows well can capture and maintain interest. Having a starting and ending point can be useful for the viewer.
The primary purpose of an infographic is to be a source of visual content. Making this something that users want to look at is crucial. Achieve this by using compelling graphics that aid storytelling. Also, stay on brand by choosing typeface and color schemes to match the current branding. Maintaining this throughout adds to the cleanliness and reliability of the graphic. Lines and icons can also help distinguish different sections of the infographic.
While researching, it may seem like there is an overwhelming amount of information. Start by determining which information is crucial to the message. Consider asking others who don’t know much about the topic what they feel they need to know. It’s also important to combine information whenever possible. There isn’t room for repetition in an infographic. Keeping it short and sweet will keep the audience engaged.
What should the audience do when they’re done reading your infographic? Be sure to include this information. This could be encouraging users to visit a site, follow social accounts, or take a specific action related to the graphic. Note that not all infographics require a call-to-action.
Each form of social media has a different function and purpose. Where will the infographic appear online? Knowing this can help determine what the final graphic should look like. When posting to Facebook, a graphic may be a landscape or vertical image. In contrast, content on Instagram will likely maintain the square look. This will make the graphic a bit more condensed. Consider creating an infographic in video format for a unique attraction.
Before sending the final infographic out, test it on others first. Find people who are in the target audience, and see if they can repeat the intended message after looking at the graphic. Finally, make any necessary changes.
With these steps in mind, hopefully creating an engaging infographic for your brand seems like less of a daunting task. Remember, an engaging infographic effectively communicates information, tells a compelling story, and visually captivates the audience. If you would like assistance with infographic creation, reach out to us at info@workwithengaged.com.