Infographics: the key to audience engagement

Infographics: the key to audience engagement

August 27, 2014

Forget words – infographics are the key to engaging your audience, according to social media strategists.

With the 2014 World Cup garnering more than 672 million tweets and 280 million Facebook posts alone, it’s evident that social media is as important as ever – but you’re probably wondering what’s the most effective way to engage with your audience online.

Written Facebook posts? Tweets? Instagram photos? Six-second Vines?

The answer? None of the above.

Infographic inforgraphic
Infographic inforgraphic

According to Melissa Rosenthal Brenner, the National Basketball Association’s (NBA) senior vice president of digital media, posts with infographics gain three times the engagement level as a regular Facebook update.

Brenner said providing stats and highlights is what people want, meaning infographics should be at the forefront of every organisation’s minds.

She was talking on the back of a recent NBA graphic that highlighted the San Antonio Spurs’ World Championship figures.

It gained more than 500,000 likes on Facebook – by comparison, a quick scroll down its feed shows that regular posts rarely gain more than 50,000.

Melissa said: “Infographics are a great way for us to put complicated stats in a compelling, easily digestible way.

“We work very hard to provide our young and passionate fans with all the information, stats and highlights they tell us they want.”

Infographic production is increasing by more than one per cent every day and research shows that 40 per cent of people will respond better to visual information than plain text.

Adam Prettyjohns, systems support and social media manager at Google Squared Centified, backed up the importance of infographics with his recent post on LinkedIn.

He said: “An infographic is ultimately a picture – what type of media receives the most shares and activity online? Pictures.

“Something I have noticed throughout my time sharing content online is that people love facts and figures – they’re interested in factual detail and an infographic is a fantastic way to illustrate this information.”

“Also, a well put together and managed infographic is likely to be shared and discussed, which provides an opportunity to raise awareness of your brand or company.”

Maybe it’s time for your organisation to focus on the facts that matter most.