Content is king, we’ve heard it before but how do you make your content stand out against the competition? Videos, podcasts, games and comics are becoming more common and with new forms of content, there are many to choose from, one of which is the interactive infographic. Interactive infographics are engaging and offer entertainment value making them an interesting option in any marketer’s strategy for 2017.
Infographics vs Interactive Infographics
What is the difference? Well, it’s the use of ‘audience participation’; production is what sets the two apart. Although a graphic designer can create visually appealing static images, a programmer has the ability to make it come to life and to create an effective interactive infographic the two both need to think the same way.
However, these types of infographics don’t need to be complicated they can still be interactive with a small interactive element such as a hidden information feature where the user clicks an image and new information is revealed. But, the key is to get the reader to click and engage, not passively scroll –this is where the real challenge lies.
Benefits of infographics
There are many benefits of static infographics which you can read about on our blog here. However, infographics whether they’re interactive or not are visually appealing which creates more opportunities to affect your reader –which is a good thing we promise! Visuals and interactive visuals help information to be retained in the reader’s long-term memory increasing the recall rate over time. So if you want a get a message across to your audience this is the best way. Imagery also helps to convey your message in a clearer way which is why infographics are so effective.
But Why Create an Interactive Infographic?
Although these types of infographics take more time to create than static ones, they are worth it. Think about when you’ve interacted with something whether it be at work or school, you are more likely to remember the information you gained during that interaction than just through listening to an audio or reading some text. Passive learning is not effective making interactive content one of the best learning tools for your audience.
Interactive infographics involve more of the 5 senses, as users engage with sight, touch and sound as they click and type as they navigate through the infographic which helps to increase recall. The more a user’s brain has to think or engage with the content, the more positive feelings they will experience. By stimulating more senses for a user you’re helping your overall brand by winning over readers and turning them into customers.
These types of infographics can also generate more conversions. SnapApp suggests the average landing page converts between 2-5% users to customers but interactive content increases this conversion two to three times more. This is because your audience is committed to your website and content once they have spent time clicking through interactive content. If they weren’t happy they would have left. Interactive infographics generate more leads as people are already involved in following from your website. As the user complicity follows all of the infographic’s simple instructions they are more likely to follow more instructions on your website e.g. completing a lead generation form.
Another reason to start creating interactive content is that visual marketing is becoming saturated. 45% of marketers believe photography is important to their strategy and 57% focus on infographics and while these are still true, you’re not going to stand out against the competition if you just do the same. It’s worth investing the time, money and resources into interactive content as you will definitely stand out but the quality is key as no one will interact with poor content.
Finally, as content is so shareable nowadays it means that your content could have more than twice the amount of reach than you expected due to your readers sharing it on social platforms with their friends or colleagues. Additionally, you can break apart your infographic and post parts of it on social media which should also drive traffic to your content which in turn should help generate more leads and create more opportunities to turn readers into customers.
Here are some great examples of interactive infographics and how they can be used to convey a message on a whole range of topics.
Flights Interactive, this infographic is an interactive map that tracks all planes and flights in real time.
Inequality is Flexible invites the audience right into the heart of the story and makes them a part of it
Bond Cars lets you explore the different cars James Bond used throughout his career, identifying the model and design for each one.
Live Election Results, this interactive infographic adds an element of fun to a serious election.
Evolution of the Web looks at how the world wide web has developed over time.
Inception helps to explain what happened in the movie ‘Inception’
How a Car Engine Works is pretty self-explanatory but provides a lot of detailed information
Understand the Why
Although interactive content is more effective than static visuals, we must remember that they can’t be used in all circumstances as the interactive elements may not work for certain subject matters. If you do decide an interactive infographic is the right thing to do then make sure it helps to make sense of your information, provides the reader with control and captures the imagination in a unique way.
Change it Up
You don’t always have to follow the rules and let your reader scroll through an infographic, you could make it a multipage story where the user has to click through. This approach may also work better for your content and get the message across in a clearer way. However, this doesn’t have to mean you limit the infographic’s interactiveness just be sure to still make it flow properly like a story would.
Use Basic Effects
The average online user is lazy, they don’t want to interact with something that is too complex, many don’t even turn on the sound for a video when there are subtitles. The best way to capture your audience’s attention is to add scrolling effects that trigger animations or transitions and once something has started the user’s participation even on a small level, they will feel compelled to finish it. This helps to draw the reader in and make them feel engaged without overtaxing any limits of interest.
Thinking of ways to make your infographic interactive in an effective way can be difficult but there are some basic techniques that are fool proof.
Overall, interactive infographics put you a cut above the competition, they stand out, capture your audience’s attention and gets them to engage with your brand and content. Once you have them interacting with your brand it’s likely they will engage with your brand further, have increased recall thus increasing the potential for higher conversions from readers to customers.comments powered by Disqus