Infographics – embrace the bigger picture

If, as a company in a digital age, you are not focusing on visual content in your marketing strategy, it is time to re-think your strategy.

With the (almost) infinite amount of content available via the internet, it is important that your content stands out – content that is visually engaging such as the use of infographics to easily capture the attention of your audience.

An infographic – a graphic visual representation of complex information/data/concept –  is widely used in today’s content marketing. When complex information is simplified with an infographic, information can be presented more clearly, with the interesting visual easily capturing the attention of your audience.

So why are infographics gaining greater importance in today’s content marketing strategy?

1. Easy to digest 

A study has revealed that 90% of information transmitted to the brain is visual. The brain also processes visuals 60,000 times faster than any text. When designed well – enhanced using bold text, colours and design – the audience is able to digest the information on the infographic more quickly compared with reading a paragraph of text. In other words, infographics are a compact representation of complex data.

2. Easier to commit to memory

Not only are infographics easy to digest, they’re also easy to commit to memory.

People retain 80% of what they see, 20% of what they read and 10% of what they hear. More than just creating a visually-appealing infographic, a good infographic is one that clearly illustrates the complex information to its audience, in a format that is easily understood.

3. Generates traffic on social media

We’d all agree that people spend a significant amount of time on their mobile phones and on social media platforms. In the fast-paced, digital world that we live in today, it is crucial that marketers understand that social media users appreciate and prefer looking at visuals to scrolling pages of text.

Visuals trigger reaction and therefore result in a high user engagement. It is no surprise that infographics are liked and shared three times more than other content. Reason being, infographics are easy to understand, saves reading time and the use of colours and design makes them visually appealing.

4. Not just a content marketing strategy but also a brand strategy

Branding is far from just a logo – it is your company’s identity. And how best to incorporate all the elements of your brand strategy? Through an infographic.

Using your company’s corporate font type, colours and elements on an infographic can help solidify your company’s brand identity, and improve brand recognition.

And not to forget, infographics are versatile and can exist beyond the internet. Apart from posting them on your company’s social media platforms, blog and website, you can also incorporate infographics into your company’s annual report, newsletter and even as a press release attachment.

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Fazirah Sa’im

consultant
Author