While they might not offer as much in terms of links, successful infographics still offer tons of benefits for businesses in areas such as conversion and acquisition, as well as branding, awareness, and traffic.
Before rushing to create an infographic, it is vital to define clear objectives to help determine the concept and theme. In the following example, our main objective was to raise interest in our brand during the main competition.
For those of you who don’t know, the annual World Series of Poker is held once annually in Las Vegas, organized entirely by WSOP. This contest is widely covered by a variety of sports television channels and other media, but there is still an interesting challenge at hand: how do we drive people to purchase tickets to the offline event, held at one of the largest casinos in Vegas?
It’s not just about getting people to click a CTA button, but getting them to physically show up to an event.
We tried to come up with a creative concept and thought it would be best depicted by an interactive infographic, and not the static infographic most people are used to. Early on, we understood that in order to encourage readers to take action, we needed to cause an emotional response and ensure memorability.
What’s an Interactive Infographic?
Unlike static infographics, which are essentially an image file, interactive infographics most resemble websites in the way they’re constructed: parallax layers containing different elements.
This type of infographic is innovative in that it responds to user clicks, meaning we can ask them to input text in certain fields which then influences elements on the infographic itself. The downside of this, however, is that the infographic’s code cannot be implemented on other websites. In order to distribute and share it, other websites would need to link to it.
Get to It!
Since online gambling is relatively new in the United States, and heavily monitored by regulators, we had to be careful.
Currently, the only states where online gambling is approved are Nevada and New Jersey, so we were mindful of the fact that our infographic could not encourage gambling worldwide or even on a national level. We had to come up with a different direction, and we found a theme everyone could relate to: money, and lots of it.
The first prize in this year’s WSOP tournament is $10,000,000, and we figured many people would be interested in learning just how long it would take to earn $10,000,000 as a WSOP player as opposed to people working in other fields, worldwide. Additionally, we decided to show just how much $10,000,000 buys in this world.
We all fantasize of what we would do with such a dream amount, so this provided much-needed escapism for many.
What Did I Learn From it All?
Lesson #1: Plan (Very Well) in Advance
When preparing a static infographic, you’ll need no more than a month to six weeks to execute a high quality graphic, including specification, objective-setting, and distribution stages. I learned the hard way that despite setting aside two and a half months to accomplish an interactive infographic, this timeline proved highly stressful.
Timelines often have to do with the type of client you’re developing the infographic for. If it’s a small-medium business, you may be better off since you’ll be directly connected to decision makers who can speed the process along. If you’re working with a larger company, plan as far in advance as you can.
In my case, not only was I dealing with a very large company, but I also needed to take into account relevant US regulations that often required revisions to texts and imagery, resulting in frequent delays.