what it is, what benefits and amazing examples to be inspired – WAU
Interactive infographics will be one of the new formats for presenting personalized content to consumers, making them experience the information presented, absorb it better and create unique responses, provided by the users themselves.
THE interactivity is one of the bets of marketing to get the public’s attention and make them better understand the message that companies want to present.
Interactive content can come in several formats, the choice of which is best will depend on strategy, audience, budget and market niche.
O interactive infographic is one of the big bets for new formats. In addition to the potential that the infographic naturally has, experiments carried out outside London confirm the idea.
The good results that these pieces brought to foreign companies, made this type of infographic essential to be analyzed and – depending on the marketing plan – implemented in the companies’ marketing.
Therefore, we will explain better what this new interactivity proposal is. For this, we will go through the following points:
What are interactive infographics
Interactive infographic is a type of infographic that has some element of interactivity, so that the audience can experience the content in a unique way, as part of the construction of the material.
Static infographics are the ones that we are used to elaborating and seeing frequently in Content Marketing and Digital Marketing.
Infographics are widely used in marketing because they can pass information contained in a very visual way.
Thus, they are readily understood by readers, who can understand from the simplest to the most complex subjects, just by viewing the summary presented in the material.
Infographics are used to show information from surveys, events, reviews, books, etc.
With the insertion of interactivity, this information comes to life and can more efficiently reach its objective, which can be to better educate the public, send a message, show something new.
This material format is also widely used due to its potential for viralization, precisely because it is able to summarize content in an appealing visual format that is easy to share.
Benefits of using interactive infographics in a content strategy
The interactive infographic allows the user to feel the protagonist of his trajectory and choose the way he deems best to observe the information contained in the material.
Organizations that bet on this interactive format use modern Digital Marketing tools.
These tools contain interactive elements that, when inserted in the infographic, leave the public free to explore the material on their own, such as giving information as the mouse cursor moves or showing different ideas when using the zoom.
Thus, the infographic offers guided tours of the content, involving the public and educating them much more than in static infographics, where the information is already ready.
These advantages make this content format a weapon of the marketing industry in the war for people’s attention.
Interactive content has already proven its effectiveness: it has higher conversion and sales rates than static content, in addition to generating hotter leads and more loyal to brands.
According to a study done in 2018 by Demand Metric, in partnership with the interactivity tool ion, 96% of the marketers interviewed guaranteed that interactive content positively impacted their customers’ shopping journey.
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Key tools for creating interactive infographics
One of the first steps to succeed in a Content Marketing strategy using interactive infographics is to choose a good creative tool.
There is a good range of options on the market, including paid and free, in addition to those that already have a wide portfolio of templates and layouts available for use, while others need programming knowledge for infographics to come to life.
The choice will depend on the approved budget, the size of the marketing team (who has a designer available has more options) and the experience with the creation of infographics.
Therefore, we will show you the most used current tools for creating interactive infographics.
Ion is an excellent option for those who want to escape from the most basic templates and want something more specific, but do not have a designer or programmer available on their team.
Other than that, it is a tool specifically focused on interactivity, so it manages to be better at this issue than the others; that are more comprehensive and embrace other branches of design.
Another advantage of ion is that it stores the data and makes it available for analysis, being more than a simple design tool. In the other options, it is necessary to use different monitoring tools, so that it is possible to assess how the material is performing.
In addition to providing the data, it is possible to do A / B tests, among other possibilities, to see what is most striking for the customer and brings the most results for the company.
It has many templates available for use, which is good for those who do not want to waste time – one of the promises of the tool is to create personalized interactive content in less than an hour.
Canva is a widespread design tool, as it has made it accessible to people who need design to produce their content on the Internet or even outside it, as it has templates for flyers, business cards and even wedding invitations.
It is free and charges some images that are taken from your own image bank. Some functions also require the subscription of the tool, but it is possible to create an interactive infographic without paying anything.
The advantage is the ease of production of the material, without needing more knowledge in design – which is great for those who work alone or are just starting out. Another benefit is the amount of templates available and that can be easily adapted for your business.
The disadvantage is that, depending on the type of infographic you want, it is not possible to be done by Canva, as the tool is somewhat limited compared to other options.
Visme.co is also widely used in other countries, but here in London it is still not as well known. It is free and has some paid options, for those who want to have other more specific functions or for those who want to remove the logo from the materials produced.
It presents several options of available templates and has the advantage of templates with almost unlimited possibilities of layouts, animations, symbols, icons and other graphic objects, which contribute to enrich the material.
The options for making animations for interactive infographics are CSS, HTML and SVG. For those who want something very personalized, it is a great tool. However, you need programming knowledge to make it work.
In other words, it may be necessary to hire someone or an agency to produce this material if you want it to be more specific or with a different design.
Tips for creating this type of infographic
Inserting a new format into a Content Marketing strategy is no easy task. However, some tips can greatly facilitate the entry of interactive content. Here are some of them!
Combine information from the marketing and sales team
The companies’ sales and marketing teams do not always speak the same language.
It is not uncommon to find Digital Marketing strategies that do not even have content that can be used by the sales team, as they are focused on lead generation and brand awareness.
A 2013 survey by Sirius Decisions found that 70% of the content made by marketing is not used by the sales sector.
Joining the information collected by the two sectors is to multiply the chances of producing more effective materials, since sales teams are able to gain insights from daily contact with customers, while marketing researches, creates and analyzes consumer behavior.
Try to reuse already published content
Those who have been using Content Marketing in the company for the longest time have a wide chance of finding content in their portfolio that can be reused, reaching a larger audience than before.
That’s because interactive content can be more effective than static content. Not only in attraction, which is what we are quoting here, but also in conversion. All consequence of the interaction between the material and the audience.
An example of reusing content is take the data contained in an ebook or a series of blog posts and turn them into an interactive infographic.
Be aware of interactivity elements
When planning interactive content, some points must be noted so that interactivity is as accurate as possible.
Playing with content is critical to its success. So, creating tricks to hide some parts of the content, showing it in stages, is one of the solutions to instigate and engage the reader.
Another possibility is to place different presentation formats inserted in the same interactive infographic. For example, placing not only images, but also minivideos and audios.
Investing in design, of course, is essential for the public to feel like interacting with the infographic, along with storytelling and the relevance of the data that will be presented.
Finally, check all points. In static, it was necessary to see if:
- there was a typo;
- there was some spelling error;
- all images were positioned in the correct locations;
- all data was entered;
- all credits were placed.
In interactive, all this needs to be revised, but also:
- detect bugs;
- test responsiveness;
- test the speed of response;
- check functionality.
An error in any interaction, already causes readers to disconnect from what they were doing and the whole strategy is impaired.
7 best examples of interactive infographics
The interactivity in the infographics involves the public, making them aware of the subject presented. To illustrate the impact they can cause, let’s show you the top 20 interactive infographics! Follow!
1. Why Marketers Are Using Interactive Content
Right Source has produced an interactive infographic to show the main reasons why marketers are adhering to the use of interactive content.
2. Turning Knowledge Into Power
GE produced an interactive infographic in order to further educate the market about microgrid energy.
3. “How search works: from Algorithms to Aswers”
Google created this infographic to show how search works in its search engine.
4. “The New New York Skyline”
National Geographic created this material to illustrate how New York, one of the largest postcards in the world, is changing.
5. “The Evolution of the Web”
Still talking about Google, Chrome explains how the Internet has grown, showing two different perspectives.
6. “Will a robot take your job?”
The future of professions and the replacement of work by robots is the subject of this material made by the BBC.
7. “Turning Knowledge into Power”
Interactive infographic made by GE, showing innovations in the area of electricity.
As you can see, interactive content promises a new formation of interaction between the company and readers. In addition to giving more arguments to the sales team, interactive infographics allow a better experience for users.
Infographics are one of the best formats for interactive content. Want to know how to do them quickly and highly efficiently? Then learn all about the ion tool and its other features!