Infographics are a familiar visual communication tool for many brands. Companies use infographics to communicate about themselves and their products, organize work with customers and between employees, and clearly present research results or report indicators. This is a product of communication design – information becomes an aesthetic and easy-to-read picture.
Analyzing the Russian market, it is noticeable that infographics are considered “large or traditional format”: they appear in media, special projects, and are published on websites. And this is, in a sense, her professional stigma. However, infographics have untapped potential – their use in SMM.
Western brands are actively using information design in social networks. Among them are FMCG giants, media holdings, international organizations and public figures. In order not to be unfounded, consider a few examples and estimate the engagement rate using the Popsters analytics service.
This post in The Economist is among the top 5 publications with the highest ER. The burning topic “where to live well” and simple visualization pushed users to a discussion with 4.5 thousand comments. The publication realizes the importance of accurate data in the world of fake news, so this format has become a regular column. By the way, data journalist Helen Atkinson shared the rules and tips that the team follows when creating an Instagram infographic on her blog on Medium.
In the current reality, the topics of health and social well-being have become the most important in the media agenda. At the beginning of the pandemic, the English “The Guardian” created handy flashcards about the rules of conduct in public places. And if the percentage of engagement seems unconvincing to you, then it’s fair to say that the average ERpost in an account is 0, 644%. So here, too, the information graphics show results above average.
Dove’s video infographic – a fusion of animation and infographics – focuses on recycling and environmental protection, which is important to all mainstream products. The post is not included in the top of the most popular publications, however, it is the form that deserves attention. When talking about corporate responsibility and charity, companies often limit themselves to photography, love yourself – to text and a link to a public report. While Dove took care of its customers and presented the most important things in a compact and concise way.
For the page of the German L’Oreal – amazing indicators (average ERpost – 1, 173%). This is the announcement of the launch of a new advertising campaign for men about how much gender equality means. The advertising campaign itself in Germany was successful, which is confirmed by three hundred admiring reviews under the post. Take a look at all the posters.
People and NGOs
Global Fund Women
There are taboo topics that are difficult to talk about, but necessary. The most courageous are human rights and public organizations, for example, Global Fund Women. It is difficult to find an illustration for the abortion thesis: you cannot hurt the feelings of white and black women, Asians, Christians or Muslims, non-binary, etc., whose photo could be accidentally substituted by a manager to illustrate the problem. In such delicate cases, information graphics come to the rescue.
Time Personality of the Year, Greta Thunberg, uses infographics to accompany the longread. First of all, it needs to sound convincing, and nothing is more convincing than accurate visualized data. And although the ER of this post is very average by the standards of the account, the graph is a strong argument in favor of an eco-activist.
Communication between the audience and the brand is moving more and more on social networks every year: there we look for support, prompt response, track the latest news and show our loyalty to the company. With global isolation, increased screen time and falling demand, this trend is becoming a strategic business.
- Data is always a story about something. Stories involve, resonate, and elicit a desire to discuss or speak out;
- People perceive information 60 thousand times faster if it is presented graphically. The important brand text message after the photo plays before the visual message in the form of infographics;
- In the feed of even thoughtful photo content, the appearance of graphic design attracts the user’s attention as something new and unexpected in a familiar environment;
- Infographics will help tell about complex topics: gender equality, the expansion and protection of rights and freedoms, corporate social responsibility, ecocide, etc.;
- In most cases, the ER of an infographic matches the average, but there are enough cases when it causes a resonant response among the community.