What Are the Greatest Instruments for Storytelling With Information Visualization?


Storytelling with information is a vital a part of any content material marketer’s toolbox. Whether or not you’re utilizing information visualization as an example some extent you’re attempting to make, otherwise you wish to showcase information from an evaluation your staff has performed, correct information design is vital to creating efficient visuals that everybody is proud of. Charts and infographics may be fairly, but when they aren’t additionally correctly breaking down information in a method that makes an influence on the viewers, they’re doubtless not well worth the effort and time.

Under, we talk about how storytelling ties into information visualization, and what instruments can assist you convey extra information into your content material. We additionally lately up to date our Be taught Middle article about storytelling with information, to focus on how information transforms our content material and legitimizes the factors we’re attempting to make, irrespective of the subject. Make sure to test it out for much more insights!

How does storytelling tie into information visualization?

Visualization is the act of taking information and breaking it down in a visible method that helps the viewers perceive at a look what the info is telling us. This may very well be one thing like taking inhabitants information from a city and making a pie chart that exhibits the age ranges of all residents or a bar chart to see that the variety of apps a median person downloads on their smartphone has slowly elevated over time. Then, after this information is launched, we use storytelling by way of content material to additional clarify what the info is telling us.

For example, if we all know that the typical person downloads two extra apps to their cellphone then they did 5 years prior, we will deduce that customers are doubtless utilizing their telephones extra. This can assist us introduce our foremost level or answer, reminiscent of an app cleansing utility to assist customers take away apps they now not use, or behavioral modifications for customers that wish to be on their cellphone much less.

One of the best instruments for information visualization

If you happen to’re trying to create your distinctive information visuals, which is really useful so you do not use another person’s information with out their permission, there are a number of instruments you need to use to assemble information that may affect the details in your content material narrative. These free and paid instruments vary from the next:

  • offering the info for you in a chart format

  • providing you with uncooked information to construct into graphics

  • permitting you to import your uncooked information so you’ll be able to construct the visuals it is advisable correctly summarize the info factors

Creating your individual information visualizations can assist you create imagery that illustrates your level, influences customers to take motion, or helps you clarify your factors in a visible method. Whether or not you want information tendencies over time or an evaluation of your information to find out subsequent steps, these instruments can assist.

Google Tendencies

Most SEOs are conscious of Google Tendencies, however nearly any business can use it to get a fast pulse on what’s trending of their particular discipline of services or products. For example, if you’re an e-commerce, you’ll be able to take a look at the Google procuring tendencies to see what merchandise are being searched for many lately. The web page additionally factors out massive spikes for particular product phrases for e-commerce, reminiscent of “y2k aesthetic.”

Screenshot of 2022 Google Shopping Trends.

Moreover, Google Tendencies additionally exhibits day by day general trending search matters in particular nations. That is actually helpful in the event you’re searching for information that applies to a particular nation or the heartbeat of a sure space general, reminiscent of music or present occasions.

The primary part of Google Tendencies permits you to evaluate a number of matters as as soon as to see how person curiosity has ebbed and flowed over time.

Screenshot of trend lines for cryptocurrency and NFTs on Google Trends.

This information may be an efficient strategy to showcase how particular audiences have gained or misplaced curiosity in a subject over a set time frame.

Google Charts

If you have already got information that it is advisable plot into charts, Google Charts beneath Google’s growth instruments is an effective way to do this. It permits you to import information which you’ll be able to create visualizations from after which place in your web site.

It’s free and fully customizable. It additionally has a gallery you’ll be able to browse for examples of obtainable charts, which can assist you resolve which is greatest in your information.

Screenshot of Google Charts options. Top row: Geo Chart, Scatter Chart, Column Chart. Bottom row: Histogram, Bar Chart, Combo Chart.

This device could require extra developer information because you’ll must HTML5 and different code to tug within the information.

Moreover, Google Information Studio is much like Google Charts, the place you’ll be able to import a number of totally different information sources to create graphics and dwell charts primarily based on API-connected information. Nonetheless, it’s centered extra on offering an inner information dashboard relatively than public-facing charts for content material pages.


If you happen to’re trying to share key phrase analysis or search information over time, think about using Moz. Moz Professional permits you to monitor your marketing campaign information over time (in addition to analysis opponents), and the suite of free instruments helps you to view information on particular key phrases or hyperlinks.

Screenshot of Moz Keyword Explorer results for keyword "chromebooks"

This information evaluation can be utilized in advertising items to explain tendencies in search over time, or you need to use one of these information in your inner stakeholder content material, reminiscent of whenever you wish to illustrate the success of your natural content material campaigns or how the variety of hyperlinks to particular pages has elevated over time because you began updating previous posts.


Tableau is arguably probably the most well-known information visualization device out there. It has paid and free variations. The free model, Tableau Public, requires a software program obtain, however then helps you to create information visualizations free of charge (with some limitations which might be lifted within the paid model).

To see a few of the information visualizations that have been created utilizing Tableau, they’ve their free 3D VizGallery that permits you to stroll by way of a 3D “artwork gallery” of actual tasks. Right here’s an instance protecting “Work Like an Artist: Each day Routines of Well-known Creatives” from a person who tailored info from books on creatives’ work schedules by Mason Currey, Wikipedia, and weblog posts.

Example Tableau report showing pie graphs for different composers and artists.

Exterior information from firm person information

If you happen to have been searching for information from massive firms, many make a few of their information public, which may be pulled to create a knowledge evaluation or pattern report over time. Two good examples of this are:

Spotify Charts

If you wish to see how particular music or different media hosted on Spotify is performing over time, take a look at Spotify Charts, which exhibits you tendencies in particular genres of music or by nation.

Amazon Gross sales Information

You too can view tendencies in Amazon merchandise, reminiscent of its best-selling books checklist or lists of top-selling merchandise in particular classes. Exterior instruments, like Amzscout, pull this information that can assist you see how particular merchandise are promoting over time.

Pivot tables

If you need the most straightforward strategy to chart your uncooked information, don’t low cost the ability of pivot tables and charts in Excel or Google Sheets. These can robotically give you charts and different information graphics quick, proper inside your saved information spreadsheet. There are many assets to create efficient charts and graphics. It’s vital to notice Google Sheets could have barely totally different formulation features than Excel in some circumstances.

In conclusion

To be taught extra about storytelling with information, don’t neglect to overview our lately up to date Be taught Middle web page. Whether or not you’re utilizing a less complicated device like Google Sheets or wish to construct a beautifully-designed infographic in Tableau, information visualization is an effective way to additional your storytelling narrative by illustrating your level and rising customers’ understanding of the subject at hand.

To see extra examples of nice information visualizations, take a look at Juice Analytics’ considerate roundup of examples throughout a number of totally different matters and industries.


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