Creating a social media infographic that works
When was the last time you looked at the content you were putting out on social media?
With almost 500 million professionals on LinkedIn, and 2.19bn active users on Facebook, many companies are seeing the merits of getting onto social media to attract their next star hire, raise their profile online and build their brand. But catching the eye of your potential applicants can be tricky: with millions of Tweets and posts being pumped out onto the Internet every minute, your information is in danger of being drowned out by the clamour.
What you need is something that will set you apart. Enter the humble infographic: simple, bright and eye-catching it’s a proven way of raising your profile online. But what’s the trick to crafting one that really stands out?
Here are some tips for doing just that.
Set out your aim
It’s tempting to get carried away designing your infographic without first establishing what kind of information you want to portray, or even what use you want to put your infographic to.
Your infographic is a tool: though you may already have established what you want your infographic to be about, have you planned it out? Starting with your topic, create a story that will engage your viewer, and note down the statistics that you want to include before planning out your Call to Action at the end of the infographic. Once you have your template, you can move forward with the design.
Target your platform
People who post infographics can expect to see a 12% average increase in traffic to their social media profiles. However, to get the maximum impact out of yours, you need to make sure that your infographic is tailored to appeal to the right kind of audience on the different platforms.
Are you posting it on Facebook? Then provide a link, include images and engage with users by replying to and liking the comments they leave. You should also provide some information to tantalise the reader. However, if you’re posting to Twitter, then a clear Call to Action, statistics and good grammar is more likely to stand you in good stead. However, those on Instagram and Pinterest prefer a minimum of text, preferring instead to focus on captions and great editing.
Make sure you keep this kind of information in mind when tailoring your post.
Keep it simple
Yes, you might have a whole clutch of killer stats that you want to include in your infographic- plus a great introduction. However, they might well be suited to a blog post- or a series of infographics- that cramming them all into one. Given that the average attention span of a human browsing the Internet is eight seconds, the more information you include, the less likely it is that people will pick up the message that you want to get across.
Instead, aim for simplicity: pick the most hard-hitting statistics, keep the text to a minimum and choose a font that is large and easy to read. After all, people are only going to read your infographic if it piques their interest; make it easy for them.
Nothing catches the eye like a little bit of colour, so make sure you include plenty of it in your infographic. Though of course it should be branded with your company colours, there’s still a lot of room to be inventive, whether it’s including brightly coloured pie-charts or a scenic landscape in the background. Don’t be afraid to get inventive: after all, this is a design that you can tweak and play with depending on the results you get back.
One great tactic for hooking browsers and encouraging them to come back to your own site is by teasing data. Infographics don’t just have to be the focus of your marketing strategy, and give away all the information: how about including ‘snapshots’ of data, or encouraging quotes from your customers, to lure customers back to the more comprehensive information that lives on your site?
Creating infographics can be a time-consuming process, and something that it’s easy to push to the back of your mind when you’re working on other things. In order to make sure that your infographic is something that you can therefore reuse and repost again and again, why not make it evergreen? Though of course it’s a good idea to create one-off infographics on topical subjects- such as Google for Jobs- keeping a stack of instantly-accessible infographics to liven up your social media feed is always a good idea.
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Case study - npower
As one of Britain's largest energy suppliers, npower needed a careers website that reflected their heritage and leveraged their employer brand to attract candidates.