Not many content forms can beat the infographic. It’s got style, it’s got class. It provides a lot of information, facts, and statistics in an easily digestible, and even better, enjoyable way.
But one content form does have the infographic beat: video. It’s not a frozen piece of content that the viewer is left to navigate on their own. It uses elements that are impossible to include in simple printable formats, like motion, music, and voiceovers. It activates both visual and auditory ways of learning, combining both elements in an impactful result.
Converting an image-and-text infographic into an infographic video (or motion graphic) turns simple facts into a story. So what should you keep in mind when creating an infographic video? Here are 5 tips to help you make the best of the most engaging medium:
Like any video, an infographic video requires a script before you start creating. Not all content is perfect for an infographic video; what works well is material that is heavy on stats, or has a lot of related information that you can cut into bite-sized pieces. If the content is very in-depth, you might lose or confuse viewers. The ideas need to be simple, so that the audience can move along the journey quickly and easily. Keep the language straight-forward, and sentence lengths short.
One of the biggest questions to ask yourself is what content should appear on screen and what shouldn’t. If you have a lot of text all the way through…well, you may have just put a novel on film. Instead, try to keep in mind the balance between imagery, icons, text, voiceover, and music. All these techniques need to be considered in the script so that the final result is effective and polished. Check out how this UK advertising agency marketed their company in a fun and engaging way, both showing and telling a lot of stats:
An infographic based on stats and facts, but that doesn’t mean it should tell a story. Keep this in mind when writing the script. How does one idea transition into another? Is there a strong enough link between them so they don’t feel like disjointed factoids? How does the content flow? Would it hold the audience’s interest, or does it feel too long? Asking yourself similar questions will help you create a strong script.
Once you have a script completed, you get to pick and design the style you think is most appropriate for your content, your company, and your target audience. Maybe a light and bright cartoonish feel will help you engage with a younger demographic or express the fun side of your product or company. Maybe you want something that looks more polished, with darker colours and a more bold font. If your message is serious or humorous, the style you choose should represent that tone.
Just remember, like your content, the style should be simple enough that you can transition from one fact or idea to the next without overwhelming or confusing the audience.
This quick video illustrates just a few of the millions of different ways a video infographic can be stylized. Get creative and see what you can imagine.
You may have some awesome content, but if it pops up on the screen too fast for people to read it, no one will know how knowledgeable and witty you are. The pacing of a video infographic is vital to engagement; too slow and your audience will be bored, too fast and you may lose or confuse them.
Not all content requires the same pacing, however. If you don’t have a lot of text on screen, the pacing can match the voiceover. Or, perhaps you have a thought-provoking message that requires a slower rhythm.
The pace of the video should be fairly consistent throughout (unless you’re purposefully altering it to alter the mood of the viewer). Check out this video below advertising Pinterest. It includes a fair amount of information, giving a bit of history on the company, who’s on it, and then a brief tutorial of how to use it, all within just a few minutes. It doesn’t go so fast it makes the viewer feels inundated with all the content, and it’s quick enough to prevent boredom.
This video was based off of a Pinterest infographic. The two formats provide different ways of engaging with different viewers, and help get the message out to a broad audience. You can see how the infographic content is mirrored in the video format, but the always-moving, story-telling approach adds something a little extra.
A lot of text on a screen can look cluttered and overwhelm viewers. If text flows on and off the screen to fit it all in, the movement can make it difficult to read, especially for slower readers. Yet if you leave text on screen longer, you may alienate the fast viewers. What a pickle.
One of the best solutions? Use a voiceover.
The agency video above illustrates perfectly how a voiceover can work perfectly to explain your message, while the imagery on the screen provides the quick and entertaining visuals.
Voiceovers do even more than just clean up the clutter party on screen. They inject personality into a video, and provide a way to humanize the content and help make it more relatable. Not all infographic videos require a voiceover, but it’s definitely worth considering in the planning stages.
It’s no secret how powerful music can be. Why not use it in your infographic video to help engage your viewers? As long as the song selection is in line with your pace, content, tone, and brand, music can help turn stats into so much more.
You don’t have to write your own song or worry about paying big royalties to celebrity musicians. There are some great services available that allow you to purchase a piece of well-suited music for a minimal cost. You may find how simple it can be to help your audience feel excited, sad, inspired, or maybe up for some drama and exotic adventure, like this video from the Cannes Film Festival:
There you have it. Now you can put these tips into practice, and use video to make your infographics even more engaging than you’d imagined.