Why commission an infographic?
The growth of infographics has surged exponentially over the last 5 years, and it’s easy to see why. With over 500 million tweets and 300 million Facebook photos uploaded on a daily basis, most online information gets overlooked if it is not presented in a way that immediately captures people’s attention. Studies have shown that 90% of the information that we remember is based on visual impact, and since we’re living in an era of mass information and short attention spans, infographics represent one of the most effective marketing tools for cutting through the noise and getting your voice heard. Once you’ve decided to have an infographic commissioned, the first (and most important) part of the process is picking the right topic.
Inform instead of promote
The best types of topics are the ones that truly interest people; this could be a contentious industry issue, a much-discussed current event or an evergreen topic which will generate interest for years to come. Whatever you choose, never use an infographic as a platform for a sales pitch - these types of infographics never fare well! Instead, use it as an opportunity to demonstrate your industry expertise so that people are able to enhance their knowledge on a subject as well as appreciate the stunning visuals. A great infographic will not only boost the reputation of your brand, it will also help to establish yourself as an expert within your niche.
When researched, designed and promoted correctly, infographics which pertain to trending events consistently yield positive results. People are always trying to learn more about trending or newsworthy topics, so it helps if you start researching what's currently hot in the news or on social media. If you can find a trending topic which is also within your area of expertise, then you may well have found a successful topic for your infographic.
Try to scour a variety of different social media platforms and news sites to gauge what topics are trending as of late. Facebook has a trending section on its site that updates regularly, while Twitter has a more advanced system called Tailored Trends that allows you to personalize the results you get by entering your location and selecting different accounts that you follow. Google Trends is another tool that provides useful insights regarding which topics are receiving the most search inquiries. Be sure to check out the 'What's Hot?' section on Google+ as this features an array of trending hashtags, keywords and posts. Feedly and LinkedIN Pulse are also worth a look as they allow you to search for what is currently à la mode in your specific industry.
Art inspires art
In order to get a better idea of what direction you should take, head over to Visua.ly - this is the world’s largest online infographic database. From here, you will be able to view a multitude of different infographics by category, and also by popularity, by filtering those that have been commented on or liked the most. You can view the comments from other users regarding what aspects they like or find useful, and you can learn to not repeat any faults you come across whilst incorporating any good attributes you see along the way. If you have a Pinterest account, you can pin all of your favourite infographics on your personal board for inspiration.
Stay ahead of the game
If you’re creating an infographic which pertains to your niche, try to foresee what's going to capture the attention of your target market judging from the trends that you’ve already discovered. It takes some thorough research and a good measure of intuition to anticipate this, but the rewards are more than worth it. Additionally, doing adequate research will prevent you from creating an infographic about something that has been covered already (it’s okay to cover familiar ground so long as you take a unique angle). Consider getting in touch with industry publications and thought leaders within your niche, as these sources may provide you with cutting edge information for your infographic.
Strike while the iron is hot
Remember that different topics trend for varying amount of time; getting your infographic out there while the topic is still trending is essential if you want it to go viral. If you release your infographic a month after the topic is newsworthy, it will not gain anywhere near as much traction, so timing is vital! While evergreen topics will gain exposure irrespective of the time of release, it’s still beneficial to promote the infographic when interest is high. For instance, pets are a topic that will never go out of fashion, but by promoting the infographic on National Pet Day when searches are intensified, you stand to gain more exposure.
Substance over style
No matter how good your infographic may look, you need the content to be the best thing about it. Make sure your facts are well researched, your points are conveyed succinctly and the visual elements support your argument. Don’t be tempted to showboat with glossy visuals if you don’t have great content to back them up! At Mammoth Infographics, we’re happy to research and generate unique content on a topic of your choosing, but if you would rather supply your own content, then we can offer our expert advice to ensure that it works perfectly within a visual context.