Yup, Infographics Still Work: How Visualizing Data Can Create Demand
BY Lauren Milewski
February 21, 2024

In this era of information overload, getting noticed is often the biggest hurdle. With so much content in so many different shapes and sizes, you’re probably surprised to know that B2B buyers say they still value good ol’ infographics. Scribewise’s benchmark study shows that 39 percent of buyers say infographics are the most helpful or influential type of content when making a buying decision. 

Infographics grab attention. They spark engagement. They give credibility to your thought leadership. They drive demand.

So how do they do it?

Visual storytelling is a powerful tactic

As humans, we are drawn to compelling graphics. 

Graphical representations of data grab attention faster and help the viewer comprehend and retain the information. Research shows that visual content is 43 percent more persuasive than text alone—further proof that infographics are powerful tools of persuasion. By combining text, graphics and design elements, infographics transform dry data into eye candy that resonates with audiences across various platforms.

Starting to buy; stopping the scroll

Because many B2B decision-makers rely on data during buying research, infographics have an advantage over other types of content. Eighty-four percent of CEOs and VPs use social media to make purchasing decisions—making platform-optimized infographics a key tactic in helping to influence them. Eye-catching designs and bite-sized information make them easy to engage with and highly shareable, amplifying their reach and impact across the buying committee. Infographics can stop a scroll and demand attention due to their aesthetic appeal—Especially when buyers seek out solutions to various challenges or complex issues.

Making things simpler drives engagement

Your prospects and customers are overwhelmed by data. This leads to disengagement and information fatigue. 

Infographics remedy this by simplifying complex data and distilling it into easily digestible visual chunks. Using charts, graphs, icons and illustrations, infographics break down intricate concepts into manageable components, making them accessible to a broader audience. Whether explaining industry trends, showcasing product features, or presenting survey findings, infographics make complex information something people actually want to consume.

Engagement is the cornerstone of demand generation. The interactive and immersive experience of an infographic creates deeper levels of engagement.

From interactive infographics that allow users to explore data dynamically to animated infographics that bring statistics to life, these dynamic formats create emotional connections and encourage audiences to spend more time absorbing the content. They help your brand to earn people’s time, their most precious commodity. 

Crafting compelling infographics: Tips and best practices

Creating effective infographics requires a thoughtful approach to design, content and storytelling. Here are some tips to ensure your infographics resonate with your audience:

Know Your Audience

Tailor your infographic content and design to suit the preferences and interests of your target audience.

Keep It Simple 

Focus on conveying key messages succinctly and avoiding clutter. Use clear visuals and concise copy to maintain readability.

Tell a Story

Structure your infographic as a narrative, guiding viewers through a logical flow of information from start to finish.

Create Visual Hierarchy

Prioritize important information and use visual cues like size, color and placement to guide viewers’ attention.

Ensure Brand Consistency

Make sure your infographics reflect your brand’s visual identity and maintain consistency with other marketing materials.

Infographics have gotten a bad rap in the last few years, but they remain a valuable asset in the marketer’s toolbox, offering a potent blend of visual appeal, storytelling prowess and engagement potential. 

By harnessing the power of infographics to visualize data and communicate ideas effectively, businesses can create demand, drive engagement and stand out in today’s competitive digital landscape.

Let’s talk about growing your company.

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