How to Use Video Infographics for Marketing
The progression of digital marketing moves forever onward, always developing new, innovative ideas, and adapting existing concepts in refreshingly different ways. The end of the rainbow, which online marketers never lose sight of, is the promotion of websites, brands, products and services as website owners seek to maximise their site’s conversions rates to maximise revenue.
The Origin of the term “Infographic”
The word “infographic” is a modern one. It made its first appearance in the Oxford English Dictionary in the late 1960s when it was (and still is) described as an adjective, being a blend in the words “information” and “graphic”. With its increasingly popular use, especially in recent times as a part of the digital marketer’s weaponry, it is now used as a noun to describe a virtual display that appears (amongst other things) on websites.
The First Ever Infographics?
Many people think that infographics are a relatively new phenomenon. Although that may well be the case In terms of websites and digital marketing, they’ve actually been around for tens of thousands of years, approximately 40,000. In fact, if you go back to the first infographics – the cave drawings created by Palaeolithic man, some people may argue cave drawings do not fall under the infographics umbrella, but if you take the meaning of infographics in its generic term, meaning a visual and graphical display of information, then I’m sure you’ll agree that cave drawings qualify, as do Egyptian hieroglyphics too.
Of course, this stretches the realms of possibility to the extreme.
The Modern Digital Infographic
The modern digital infographics that many people use today for content marketing have been in use in their static form since designers first began creating websites. But they have now taken the next step in their evolution – they’ve become animated. The “video infographic”, and the technology that allows website owners to produce them for themselves, is now available from many service providers such as visual.ly and fluxvfx.com. But if website owners don’t want the hassle of trying to create their own unique video infographics, or they don’t believe that they themselves have sufficient skill, they can outsource the whole thing, from design upwards.
Tips on How to Use Video Infographics for Marketing
As with any other form of online marketing, you need to know how best to deploy it. The actual design and content of marketing is key, as is where you place it. It’s the same with video infographics. But before we get into the meat of the matter in terms of how best to use video infographics (VI), let’s first just take some time out to consider the things you should avoid doing.
The Biggest Mistake to Avoid
Although VI is a relatively new concept, they have already flooded the marketing market, but many of them never really succeed. Why is this? It’s because of the fact that often, the information they contain is either incorrect or misleading. Never underestimate your audience. If your video infographic does contain faulty or out-of-date information, your audience will twig very quickly. Word will get around, and instead of going viral, your video will go nowhere. It’s vital to make sure that your information is factual.
Make your Content Interesting
Whether we’re talking about content marketing (text) or video infographic marketing, the same thing applies. The content must be interesting. The great thing with VI is that there are more ways than one of increasing interest. Let’s face it, figures are figures; they in themselves are never going to set the world alight. But if the figures you display within your video infographics are displayed in an interesting way, they not only stir interest, they become easier to absorb too. In other words, you can deploy the visual aspect of VI to overcome what can otherwise be just plain figures.
Making Sure the Delivery is Sharp and to the Point
Even interesting content can be made dull and boring if the delivery system is too slow and ponderous. With video infographics there are three elements to the delivery process:
– The visual presentation
– The soundtrack
– The written content
The Soundtrack (Vocal)
We’ve already touched on the fact that the visual presentation needs to be pleasing. However, the other two elements of soundtrack and text must also complement the graphical element. For example, the soundtrack (and in this case we are using the example of a vocal commentary, not a musical soundtrack), must not only be relevant to the information being displayed visually, but it needs to be sharp and to the point. A voice droning on and on in the background is only going to send your audience to sleep.
The Text Content
Similarly, the written content also needs to be “on message” and succinct. Remember that your aim is to get a message across to your audience in little more than the blink of the eye. You don’t want your viewer to have to rush to try and read any text content before it disappears off the screen, or to have to constantly replay the video in order to be able to read the complete message.
Putting it All Together
Putting all of these elements together so that they complement each other and so that each fulfil their function in their own concise, attractive, and entertaining way, is the name of the game, and it’s not an easy skill to master. That’s why one of the best ways of creating stunning video infographics is through collaboration; according to Tal Siach one of the co-founders of visual.ly.
Working with experienced data journalists and great graphic designers via a service provider like visual.ly is a sure fire way of hitting the sweet spot, always assuming of course that your content is interesting and informative in the first place.
Deploying Your Video Infographics
Most video infographics are distributed on websites and social media (think YouTube), but there are plenty of other places you can use them too. For example, you can link them through to all of your social networks, such as YouTube, Facebook, Twitter, and LinkedIn, and you can put links in articles and blogs. The bigger your spread, the more chance you’ve got of getting your VI to go viral, which is every digital marketers Holy Grail.
The New Force in Digital Marketing
There can be little doubt that video infographics are the new force in digital marketing. You’ve only got to take a look at the huge success of YouTube, and the introduction of Instagram videos (not to mention Vine). VI is also beginning to hit the mobile market too; the fastest growing market since the development of the internet itself. It presents a whole new world of opportunity for digital marketers, so make sure you don’t miss out.