Just as the world was getting used to the humble infographic, its long-lost sister showed up… Behold, the almighty instructographic!
For those wondering what this is, the clue is pretty much in the name. Whilst infographics typically display information and data, instructographics show readers how to achieve a specific goal – like cooking a dish or saving money. They’re basically visual how-to guides.
Why are they becoming so popular?
We all have things we want, and we want them right away. Nowadays, we’re so busy balancing work and personal life that reading through 20 pages of instructions isn’t practical—even if it results in a tasty meal or a new bookshelf. We need instructions that are clear, straightforward, and visually appealing. That’s where the instructographic comes in, providing all that and more.
In fact, there are plenty of reasons why brands should jump on the bandwagon:
– Value: Instructographics will provide readers with true value, by making their lives easier and processes more efficient
– Relevancy: The content will typically stay relevant for months to come, given that it tackles day-to-day problems that’ll affect future generations to come
– Traffic: Long-term relevancy equates to long-term traffic; bringing in a 
steady stream of visitors to the brands’ websites
– Brand reach: They’re a great way to naturally increase brand awareness, as the brand’s name is associated with the useful content in a subtle way
I’m sold – show me some great examples…
One of the best infographics I’ve seen is the one below, made by Bridgman, a garden furniture supplier. It’s straightforward, easy to follow, and looks great. Also, the pictures show what each step should look like, which is something that text instructions often overlook, leaving readers confused.
Another great example is this piece from the Nasty Nails brand, which explains how to create an eye-catching nail design… For which readers will (naturally) need Nasty Nails products. This is a fantastic demonstration of how brands can both educate and sell at the same time, without overtly shoving their products in the readers’ faces.
Lastly, I’ll leave you with this fantastic piece on DIY pom-pom vines. This piece is a stroke of genius from Oncewed.com, given how many people are now turning to DIY centrepieces, decorations etc. for their weddings. I myself spend many hours each weekend looking at ideas for my upcoming wedding, so I can totally appreciate how much value content like this provides for brides and grooms-to-be. So simple, too – any brand would be foolish not to get in on the action!
