Why Create an Animation From an Existing Infographic?


When designed well, infographics are effective marketing content that provide a win-win scenario. Readers of your infographic can share your content on their social media providing them quality information to build their reputations, along with awarding you on-going advertising at no additional cost.

2 perspectives for utilizing infographics.

Infographics have various uses. You can use the visuals to educate your internal team on processes, or you can leverage transparency and illustrate a narrative to walk your reader through the pain point you fix and specifically how you do it. Depending on your goal for an infographic, your outlook on the project will vary. Here's 2 perspectives I can provide you about infographics.

If there is little awareness about your business online, you need to plant seeds.

You can think of an infographic as a seed you plant on the internet. As it's watered and shared on social media by more and more readers, you can start to reap the benefits of your investment.

Infographics are useful to your marketing goals because you can share them on social media, in your email newsletter, and you can use infographics as slide decks for presentations. Also, your infographic will be built around keywords and published on your website, aiding in your efforts to be found on Google and you can share the visual to free infographic directories, where avid readers can see your content and share it with their followers.

Overall, an infographic provides you flexible content that has longevity. You can publish your infographic on various online platforms, organically building traffic, and providing you back-links to your website where the infographic is primarily hosted.

Fundamentally, your guerrilla marketing tactics of planting seeds around the digital garden is a big test. You then can track to see where results sprouted, flourished and where seeds went barren – providing you insights on where to focus your marketing time and energy next.

Seeds are a starting point, but you want to begin building bridges.

I view all content as a bridge. Similar to personal contacts, bridges can move you closer to your destination, or to the next pit stop. But not all bridges are designed and built as well as others. You will realize this the more you study your analytics and understand what content is driving more traffic versus others.

When crafting blogs, white papers, presentations, case studies or infographics, you create a bridge that ushers readers to your primary online presence where you can then inform readers how to stay in touch or contact you directly. You can view the long visuals as bridges that connect a reader to your business, via guiding them from social media to your website. Once on your website, you can enter the reader into your funnel by subscribing them to your newsletter and/or scheduling a time to meet with you or member of your team.

Of all the various bridges, I view infographics as being a strong, dependable bridge that connects users directly with your business. I have this perception because with all the noise online, social media users want to share information that is easy-to-understand, convenient, and overall promotes their agenda.

This bridge becomes stronger when you have media outlets to share it on. If you have connections with podcasts or multimedia channels, having an infographic as part of, or as your press kit is a valuable visual that the media channel can share on their sites. You are saving them time and giving them high-quality content to deliver to their readers. Like any other media operations, they're fighting for eyeballs and by providing them quality content in various ways should help you achieve more traffic and attention.

There's a massive platform infographics don't build bridges on.

Because the static graphics go against the grain of the platform, YouTube is no friend to infographics that have no motion or audio. Infographics are dependable bridges that will help you connect with readers, but the Golden Gate Bridge of content is video. When you provide readers, social media followers and media outlets videos they can share on their platform, you're going to see a higher ROMI – simply because videos get more shares and the demand for videos on social media is increasing.

The future is in motion.

If you haven't began using videos and animations in your marketing yet, you must soon. Projections are stating that video will account for 79% of global internet traffic by 2020.Starting in the near future, planning how you want to implement motion graphics into your marketing will be beneficial for your upcoming goals.

The good news is, video and animation is becoming affordable for small businesses. In the past, creative studios have either charged extremely high-fees for custom animations, or have built their businesses on the labor of pre-made software that generates carbon copy animations, using stock graphics and stereotypical white board effects already built into the software. Since you ideally want to have a custom animation created for your business, designers now have access to professional Adobe software at an affordable cost.

Animations can start with your existing infographics.

Jumping into animation to market your business takes some thought. Do you want to plan to create a series of animations, all with consistent graphics? Or do you only need a single animation to illustrate an overview of your product or service?

An easy place to start using animation is by taking your existing infographics and using the same illustration artwork to create a motion graphic. Since an infographic is designed for brevity and to grab attention on social media among the noise - an animation provides you a longer format to explain your business, topic or idea with more impact, while leveraging a medium that provides you a little more time in our world of everyone being easily distracted.

Looking into the crystal ball.

As a graphic designer, I love what I do. I look forward to sitting down everyday in my home office and illustrating a project. But I see static marketing visuals being obsolete in the next few years. With the infinite stream of content being produced creating more competition, and the need of constant gratification, I don't see how static visuals online have a fair chance.

I'm predicting motionless infographics, ads and presentations will be used only for internal purposes, and publishing a static visual for a marketing campaign will appear as a horse-drawn wagon in our budding virtual reality world. The only way to grab attention is going to be towards tailoring custom animations and videos that will educate and encourage sharing among your customers.

How I turned an existing infographic into an animation.

In the video below I took an infographic I created for my small scuba business, and reused the infographic material as the foundation of a easy-to-understand animation. I wrote a script to explain the topic of atmospheres underwater in more detail, hired a voice artist to record the audio, and then animated the graphics to support the information being communicated.



Below is the original infographic, where you can see how the consistent style was maintained and expanded.


Chris Brock