So far I’ve talked about how to draw an infographic in theory and in practice. However, an infographic shouldn’t just look good, it needs to also be shared in the best way possible in order to achieve the desired results (or at least to do more than a simple “Publish” button can).
So in this post I want to introduce you to a few simple ideas, that almost anyone can put into practice.
But before going on to talk about good practices that help an infographic go viral, keep in mind the following words:
Terms which should be in the content marketing foundation of your brand. And not just for the sake of fame, the traffic on the blog or the standard brand awareness, but for the sake of the fans, followers and last but not least, for the sake of the buyers.
After working on the final touches of your infographic, everybody’s happy and the relationship with the designer is still at a good level; the product distribution part comes in. And if you’re not one of the giant publications or bloggers that have already built a spectacular community, then you must pay attention to how you will distribute this visual content.
You pressed the “Publish” button and you have a landing page or a blog post with an infographic you are proud of. The fun is just now starting. So, please, do not venture and do not throw yourself in the high seas before you create a strategy for distributing the material. You don’t want to throw pearls to the pigs and be disappointed by yet another type of content you read it’s successful, but you did not know how to get the most out of!
Distribution strategy is the most important process for an infographic, after the designer gave their blessing.
Not all distribution channels are good for all companies, some might be useful and others might be disappointing, so take only to what is good for you and put it into practice.
1. Social media strategy
Let’s say we’re passed the point where I have to convince you that you, as a brand, need to communicate on social media. Let’s say we’re even passed the point in which you made a social media strategy and you communicate consistently on these channels. Furthermore, you have managed to establish a certain reputation and you’ve created a beautiful community for yourself.
But when it comes to the distribution strategy of an infographic on social media, things are a bit different. Because we are talking about a content that has a particular shape that cannot be uploaded on all channels.
Create a hook– That means that you should create a different picture for every social media network. If, for example, you want to create a picture for Facebook that you can boost after, then I recommend you to pay attention to the 20% text rule and to the background color. It is known that the most useful colors for an ad on Facebook have as a background (or primary color) orange, red or any combination of warm colors. Be careful with every network in particular because each has a different community with a different platform.
Social Media Ads– invest money in distribution on social media channels. Whether we’re talking about Facebook Ads, LinkedIn Ads or Promoted Pins. Prepare a budget for at least 2 major networks.
- Twitter: on this channel, I recommend you to communicate the data, statistics, facts or conclusions of your infographic. Let’s say you have 10 facts that characterize your infographic. Well then, divide these facts into 10 tweets and post 2 per day.
- Facebook: Like I said above, if you want to create an image that you wish to boost later, pay attention to the 20% text rule and the predominant color. Also, I ask you, from the bottom of my heart; do not upload whole infographics on Facebook! It is one of the worst ideas I’ve seen when it comes to distribution.
- Pinterest and Tumblr: A couple of days ago I was explaining why Pinterest can be a game changer in e-commerce and I presented a few brands you should follow on Tumblr. These networks are great distribution channels, especially because of their opportunity of re-pin or re-post. And what’s more, another great trick is that you can upload the entire infographic there.
- Slideshare: it’s one of the top 3 social media channels when it comes to visual marketing. That’s why I recommend you to upload your material there as well. It’s interesting to note that Slideshare recognizes content types and sorts them on the brand’s page, which means that you will find infographics in the “Infographics” category, presentations in the “Presentations” category, video clips in “Videos”, and documents in the “Documents” category. But be careful, Slideshare only allows you to upload in .PDF format. And I’ll give you another tip: when you want to distribute your infographic on Linkedin, I recommend you to promote the one on Slideshare.
2. Relationship with bloggers
Remember when I mentioned above the term “relationship”? This is where it comes in. The relationship with bloggers is very important, not just for your online communication strategy, but for brand awareness as well. Of course, you’ll never be able to make everyone happy, but nor do I recommend it.
So, once you’ve prepared your social media strategy, get in touch with bloggers who have a community that falls into your target. Bloggers will provide quality content for their readers, so you’d better be careful what information/benefits you present for your infographic.
Furthermore, bloggers will want to do it in a simple and quick way, so the opportunity of embed code is not optional, but mandatory (and it also helps you monitor the activity).
3. Relationship with online publications
Online publications must provide daily quality content to the reader. But they often struggle with the amount of content and trying to find new ways to create and distribute the information. Therefore, infographics are a good thing and very useful for them.
This is how we managed to get on an Adweek with a Bannersnack infographic:
We created a table with top 20 most present online publications that write and talk about social media. Then we drew a line between publications that share infographics daily, weekly, monthly and never. We got in touch with them and we presented the project. That’s how we got on Adweek and Creative Bloq, and from then on the infographic continued its course.
Strategy– your job does not end the moment you publish an infographic. Create a relevant strategy with an impact that not only attracts traffic, but also increases your online brand awareness.
Relationship– work for a good relationship with the major online players, whether we are talking about bloggers, journalists or influencers on various social media networks. But remember: a lasting relationship is not build overnight.