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Although infographics require a bit more work than simpler forms of content, they work especially well for customer education, raising awareness, or explaining concepts. However, there’s one little enhancement you might want to consider, and that’s the addition of video to infographics. There are a couple of ways to go about this form of content marketing, and all of them bring in even stronger returns compared to the ordinary static image variety.
If your business and marketing team has mastered infographics and you want to take a big step ahead of your competition, take a look at why video infographics are so effective, the two main types you could try along with their pros and cons, and finally, the best tools for upgrading to video.
Image via Flickr by Tinh Te Photos
First, let’s be clear: standard image-based infographics have some advantages, such as simplicity and versatility of delivery. Instead of having to rely on a user’s internet connection and software to load and play a video, you just use a static image that is likely to load quickly. In most ways, however, audiovisual content draws a user’s attention far more reliably than a static image. What’s more, an actual video, which we’ll discuss soon, is able to have sound effects, voice work, and music that strengthen the impression you want to give and better highlight certain points.
If you’re not convinced so far, here are a few recent statistics. Ninety percent of surveyed consumers have said that watching videos helps them make purchasing decisions. What’s more, video infographics can increase conversions on landing pages by up to 80 percent, and if you do email marketing, placing the word “video” in your subject line can increase opens by 19 percent. Finally, for every person who prefers to read about a product or service to decide whether to buy it, there are four people who would prefer to watch a video.
There are plenty of statistics proving the power of video, so let’s get to the two main ways of making a video infographic.
Motion design, or motion graphic design, is simply animated elements working to enhance a static piece of content. For example, interactive infographics could respond to the user’s scrolling position. As the reader goes down the page, letters and graphics could slide or pop into place, giving what would otherwise be an ordinary image more visual excitement.
If you don’t want the added programming effort of making interactive infographics, there are plenty of less complicated ways of implementing motion design. For example, you could add looping animations, or sequences of several images in one place changing in a sequence, like a slideshow but for graphic design elements.
Once you’ve seen a few examples, ideas should start flowing for your own business’s infographics. Keep in mind, however, that motion design should contribute to the content’s education and entertainment factors. A bad infographic often turns out to be a poorly dressed-up blog post, and a bad motion design infographic is often also poorly dressed-up, with overblown animations that distract the viewer.
While motion design is often effective for nearly all brands and businesses, there is a disadvantage: The effort to add motion effects to what would otherwise be a static infographic could be costly compared to the expense of an affordable animated infographic video, our other main option.
Go to any modern small business’s website these days, and you’re likely to find a brief video on the front page. This common strategy involves taking all the assets and information of an infographic and creating a video with them. Most infographics are a form of sequential art, like comic books, meaning that the reader is in charge of the experience, choosing what to look at next and at their preferred reading speed. In the case of animation, you are trading that sequential nature for an evenly paced, ideally brief experience that can be punctuated with audio.
Animation is a concept well worth its own article and a topic you should research before you start, even if other talent will be creating the video. The integration of animated assets, voice work, sound effects, music, and pacing into a ideal package is a challenge, especially for the first few attempts, but you’ll eventually create an unbeatable education tool that people are eager to share on social media. Great animation is enthralling and can spice up even the most complicated of topics, so consider trying it for infographics that go on a bit too long in their ordinary format.
Whether you choose to spruce up a standard infographic image with motion design or go all the way into animated video territory, you’ll save time and get more comfortable if you rely on the right software and resources. Check out our recommendations below.
Hopefully, if your business is already successful and comfortable with static infographics, you see the value in taking another step toward excellence, and one that your competition might not be attempting. Entertain and build your audience as much as possible with every new release you publish by mastering this form of high-converting content.