3 infographic trends to try in your content marketing

Is the infographic still relevant? We hear this question all the time. The answer is yes, absolutely, 100%. Infographics have always been and always will be a powerful tool for providing information. By combining copy, data and imagery, they target the visual processing center of the brain, making content easier to digest (and remember) than text alone. But over the years, the medium has evolved. Today, we’re seeing infographic trends that can help your brand connect better with people, work more efficiently, and get more out of every infographic you create.

3 infographic trends to experiment with now

Look, we all remember infographics from the 2010s, the ones that were longer than the Great Wall of China, filled with dense text and covered in brand logos. (TBH, you might have come across one of these last week, as many brands still produce these.) Luckily, infographics have come a long way since then, and they can do so much more. Here are three smart ways to create and use infographics to tell your brand story and support your content strategy goals.

1) Modular infographic

The classic infographic is a convenient way to deliver information, but it’s usually meant to be consumed as a whole. More and more platforms are offering visual content, but often with dimension restrictions (e.g. Instagram). This makes longer infographics difficult to share on these platforms.

So, one of our favorite infographic trends is modular design. This approach makes it easy to extract specific parts of an infographic (like a chart or statistic) to promote on social media. This gives value to the platform and encourages people to see the full chart on your site.

The big advantages:

  • Shareability: Smaller sections are optimized for social sharing to extend content reach.
  • Flexibility: Sections can be used to support a larger story. For example, you can also use a single graphic to enhance a blog post.
  • Extended scope: Different sections can be targeted to different groups of people.

Point: Microcontent is a great way to extend the reach of your infographic with smaller charts. Find out why microcontent benefits marketers and how to make it work for you.

Example: The modular design of this Incapsula infographic makes it easy to break it into pieces for sharing.

2) Destination story

Static infographics are the old standby, but interactive infographics can provide a unique and immersive experience. Through a microsite or landing page, interactive elements allow you to use all storytelling tools, including copy, images, audio, video, animation, and other interactive elements to bring the story to life.

  • If you are telling a specific story, you can create a guided experience. For example, a clothing brand might use an animated slideshow to guide readers through their production process, from the sheep they get their wool from to the woolen coat that ends up on a clothes rack.
  • If you want viewers to draw their own conclusions, you can present the information in an exploratory experiment. For example, a non-profit organization that provides drinking water can create a complex interactive data visualization that displays data on water shortages around the world.

Either way, this type of destination storytelling puts viewers in the driver’s seat in a way that standard static infographics don’t.

The big advantages:

  • More commitment: Readers control the story, allowing them to actively participate.
  • Stronger impact: By creating an isolated environment, people focus only on the story at hand.
  • Flexible storytelling: Elements such as video, animation, and interactivity allow the story to be told in many ways.

Example: Microsoft details the anatomy of a data breach through a guided interactive infographic, using interactivity and data visualization to walk people through the steps.

anatomy of a gap

3) Divisible content

If you use infographics in your content strategy, you’re likely creating other content around the same themes, whether it’s articles, eBooks, videos, or other social content. Each of these coins requires energy and resources to produce, but with shrinking budgets and more challenges, those resources are in short supply for many marketers. How to make the most of what you have? Use a divisible content strategy.

It’s a lean approach to content campaigns that gives you a steady stream of content to publish on a monthly or quarterly basis, with less work. The concept is simple. Create a high-value asset (e.g., an e-book), then break that asset down into pieces of supporting content to promote said asset, and distribute those pieces across your channels.

divisible content of marketing campaigns

This approach extends the reach and shelf life of your content while ensuring you tell a cohesive and cohesive story.


  • Increased value: You get more out of the content you create, which helps improve your ROI.
  • More consistency: Content is created in batches, allowing for a consistent visual style and consistent message.
  • Extended scope: Users can interact with different coins on a variety of platforms.

FYI, if you want to share these concepts with the visual learners on your team, here’s a handy infographic that covers it all.

The future of infographics

How to get the most out of your visual content

We hope these infographic trends inspire you, but remember that infographics are just one of many awesome forms of visual content that can help you share your brand story, connect with people, and create communities around your common values. As you refine your content strategy, here are a few things to keep in mind.

  1. Choose the right ideas. Whatever content you create should be interesting and relevant to the people you’re trying to reach.
  2. Choose the right format.
  3. Follow best practices.