Adoption infographics

Georgia.gov

In May 2016 and November 2017, I made and published two separate infographics introducing basic information on adoption.

Several pieces of adoption infographics.

What’s the point?

Different people learn in different ways.

Psychologists disagree on a lot, but they tend to agree that imagery helps.

Effective images are easier to understand and remember than words. Certain information means very little to most people until they see it visually. From cave paintings to traffic signs, images have driven communication for millennia.

This is all great news for infographics. What’s even better for marketers and businesspeople — they do crazy well on social media. And that can be pretty powerful when 45% of adults get their news on Facebook. *gasp*

The making of…

Most topics that I visualize for Georgia.gov I pick myself. I look for:

  • How-to’s
  • Comparisons
  • Data
  • High-level introductions

I chose to cover adoption because it’s a topic that’s always meant a lot to me, it included statistics and steps, and I knew it could translate into some fun visuals.

I worked with public information and content matter experts at the Georgia Department of Human Services (DHS) to gather the facts and plan out what to include.

The graphic needed to convey childlike innocence. So I went for a scribble effect and playful color palette.

After some back and forth with DHS, we landed on the final graphic.

‍You get the idea. Check out the full infographic in the blog: Facts About Adoption [Infographic]

Sharing the final product

We host our full infographics on the Georgia.gov blog. For the clearest picture, I upload the file as an SVG, and for accessibility, I provide an on-page text version of the graphic. You can read more about how we implemented infographics on Georgia.gov in my blog series.

We post regularly to Facebook and Twitter. And we know sharing infographics on social media is one of the most effective ways to get them seen.

But we realized a couple challenges:

  • Often, people come to social media distracted. They're killing time between meetings, lying in bed half awake, and walking and scrolling. They don't have the time or patience for something long.
  • Facebook on desktop (currently) doesn’t let you zoom in on photos. You're stuck with the size of your monitor. So long, vertical images are hard to see.

To address both problems, I break up every infographic into logical pieces to share over time.

‍See all infographic pieces we’ve shared on Facebook in the Infographics album.

What a success!

All this work… Where’s the payoff, right?

First, let’s define success. We’re government, so we’re not trying to sell ads or products. The end goal for a piece like this is education.

We want to know people saw it and care about it.

Simple enough.

Google Analytics

So I compared the pageviews to a text-only blog post from the previous year on a similar topic, fostering.

Looking at Google Analytics for the first two weeks of each post, I saw:

  • 31% increase in pageviews
  • 191% increase in the maximum views in a single day
  • 108% increase in average time on page

The numbers are up! That’s a great start.

Facebook Analytics

Social media was the true test. We knew that this was where our infographics would shine the brightest. And let me tell you, we were not disappointed.

According Facebook's built-in analytics, the first piece of the infographic received:

  • 39,863 impressions
  • 492 reactions
  • 75 comments
  • 275 shares
  • 2,584 clicks
Dude.

We wanted people to see it. We wanted them to care. Based on those numbers, I’d bet they did.

And then I talked about it

I published this graphic just a few weeks before speaking about infographics at my team’s semi-annual GOVTalks conference. For more on the what, why, and how of infographics, check out the recording of my talk.

Time for another round

After the grand success of the adoption overview graphic, I decided to revisit the topic in the next year. This time, I focused on the process of adoption, rather than a general overview.

Putting it together this time was much simpler, since I wanted to duplicate the look and feel of the former graphic. DHS sent me updated numbers and I stuck those in with the new information and icons.

‍‍See this second infographic in context: How to Adopt a Child in Georgia [Infographic]
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