Considering infographics as an effective type of content? Can you recall the last three infographics that you read? You may remember that the latter read "that cool infographic about Google algorithms." Can you tell where you found this infographic or which company published it? Most likely no.
In this article, you will learn why you should not spend money on creating infographics.
How a person remembers content
To understand why the effectiveness of infographics is limited, you need to know the mechanism for memorizing content. There is a model "memory triangle".
To memorize content, the human brain uses two of the three sides of the triangle. For example, you can memorize the article "about testing multivarcs on Habré". In this case, the theme of the content and the site on which it was published is stored in memory. You can remember the article by Denis Saveliev about well-fed and hungry start-ups. The theme of the content and the author is stored in memory. Sometimes your brain can memorize content by author and site, but this situation is rare.
The reader can use to remember all three sides of the triangle. However, the human psyche consumes resources sparingly. Why use the three sides of a triangle if you can get by with two? Therefore, people rarely remember the author of the content, the topic and the site at the same time. This usually happens when a bright industry leader, such as Steve Jobs, writes an article about something revolutionary.
What is scary infographics
Infographics destroys the memory triangle. It destroys the two sides of this construction, leaving only one anchor to the brain. In other words, it always remains “that cool infographic” or “infographic about Google algorithms”.
This means that the reader does not remember the site on which he found your content. He also does not notice the author of the infographics. Website and author link content with your brand. If the reader does not remember them, he does not associate the publication with your business.Pay attention to this thesis again: the reader does not associate the infographic with your business, because it cannot remember the site on which it was found, as well as the author of the content that could link the publication with the brand. You lose.
Why squander attention
Good infographics costs you a lot of money. But this is not the main item of expenditure. If you often use this type of content, you are wasting the attention of the audience.
You have to compete with colleagues for the attention of readers. You spend incredible efforts to break through the noise of information. It is terrible to imagine what you are going to get subscribers to click on your link, and not on a note with Rihanna in a bikini.
And so you won! The user navigated to your site and found an infographic there. He liked her. He even put "like". After half an hour, he will tell a colleague: "Listen, I saw a cool infographic about Google's algorithms there, we must take it into account in the future." But he will not tell under torture who published the article. Where did you see? Somewhere "Vkontakte" or Facebook, between Ryannoy and funny cats.
Now you again have to fight for attention with a terrible and insidious enemy.
When infographics works
Do not rush to abandon the infographics and disguise employees in cat suits for a photo shoot. In some cases, this type of content works. They are listed in the following illustration:
If an infographic really surprises or makes the reader very amused, it remembers the topic and the author or the topic and site. In other words, in order not to destroy the memory triangle, your content should force the user to exclaim "lol" or "omg".
There is another way to increase the effectiveness of infographics. Publish it regularly and distribute through all available information channels. Gradually, the audience will learn to memorize not only the topic, but also the author. It can take months and years.
For example, you will have to publish high-quality infographics every month for a year and a half. Ready to invest in its creation and distribution? If not, do not grasp this type of content. Better bet money on winning Australia at the World Cup. This is more effective than publishing one or two infographics and waiting for success.
You already stretch your fingers ...
... to write in the comments that infographics brings in external links? Do you even have experience publishing infographics that brought you 12 links from sites with huge puzomerki?
Of course, comments are welcome. But these links are unlikely to bring you many targeted user transitions. They are unlikely to increase brand awareness or form a community of loyal consumers. Do you need links to increase the credibility of the site in terms of search engines? There are more effective ways of natural link building than a bottomless barrel called infographics.
How to deal with expanding reach and increasing brand visibility
Supporters of the active use of infographics believe that due to virality, this type of content increases the visibility of the brand and expands the reach of the audience. It looks like this:
- The user finds an interesting infographic in the social network.
- He smiles or sits with his mouth open (lol and omg).
- Then he looks at the logo or link at the end of the infographic and searches for your site on Google or Yandex.
This option cannot be excluded. But in order for it to work, your site must become for the user an accidentally found content treasure. In other words, you have to create and publish a lot of different types of content so that the reader comes to your site again and again.
Use can not be ignored
Where to put a comma, if we are talking about infographics? If you think that this type of content will increase your brand awareness and bring you many new readers and customers, put a comma after the word "no". If you are ready to regularly publish infographics as part of a holistic content strategy, distribute it through all available Internet channels, invest in creating this type of content and make the audience laugh and surprise, put a comma after the word “use”.