What Are the Finest Instruments for Storytelling With Information Visualization?

Storytelling with knowledge is a vital a part of any content material marketer’s toolbox. Whether or not you might be utilizing knowledge visualization for instance a degree you’re attempting to make, otherwise you wish to showcase knowledge from an evaluation your group has executed, correct knowledge design is essential to creating efficient visuals that everybody is proud of. Charts and infographics may be fairly, but when they aren’t additionally correctly breaking down knowledge in a method that makes an affect on the viewers, they’re probably not definitely worth the effort and time.

Under, we focus on how storytelling ties into knowledge visualization, and what instruments may also help you carry extra knowledge into your content material. We additionally just lately up to date our Be taught Middle article about storytelling with data, to focus on how knowledge transforms our content material and legitimizes the factors we’re attempting to make, regardless of the subject. You’ll want to test it out for much more insights!

How does storytelling tie into knowledge visualization?

Visualization is the act of taking knowledge 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 knowledge from a city and making a pie chart that reveals the age ranges of all residents or a bar chart to see that the variety of apps a mean person downloads on their smartphone has slowly elevated over time. Then, after this knowledge is launched, we use storytelling by way of content material to additional clarify what the info is telling us.

As an illustration, if we all know that the common person downloads two extra apps to their telephone then they did 5 years prior, we will deduce that customers are probably utilizing their telephones extra. This may also help us introduce our foremost level or answer, equivalent to 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 telephone much less.

The perfect instruments for knowledge visualization

When you’re trying to create your distinctive knowledge visuals, which is beneficial so you do not use another person’s knowledge with out their permission, there are a number of instruments you should utilize to assemble knowledge that can 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 knowledge to construct into graphics

  • permitting you to import your uncooked knowledge so you may construct the visuals you should correctly summarize the info factors

Creating your personal knowledge visualizations may also help 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 knowledge tendencies over time or an evaluation of your knowledge to find out subsequent steps, these instruments may also help.

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 area of services or products. As an illustration, if you’re an e-commerce, you may try the Google shopping trends to see what merchandise are being searched for many just lately. The web page additionally factors out giant spikes for particular product phrases for e-commerce, equivalent to “y2k aesthetic.”

Moreover, Google Tendencies additionally reveals daily overall trending search topics in particular international locations. That is actually helpful should you’re in search of knowledge that applies to a selected nation or the heart beat of a sure space general, equivalent to music or present occasions.

The primary part of Google Tendencies means that you can examine 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 knowledge may be an efficient option 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 knowledge that you should plot into charts, Google Charts beneath Google’s growth instruments is a good way to try this. It means that you can import knowledge 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 may browse for examples of obtainable charts, which may also help you determine which is finest on your knowledge.

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 data because you’ll should HTML5 and different code to tug within the knowledge.

Moreover, Google Data Studio is much like Google Charts, the place you may import a number of totally different knowledge sources to create graphics and reside charts based mostly on API-connected knowledge. Nevertheless, it’s targeted extra on offering an inside knowledge dashboard somewhat than public-facing charts for content material pages.


When you’re trying to share key phrase analysis or search knowledge over time, think about using Moz. Moz Pro means that you can observe your marketing campaign knowledge over time (in addition to analysis opponents), and the suite of free tools permits you to view knowledge on particular key phrases or hyperlinks.

Screenshot of Moz Keyword Explorer results for keyword "chromebooks"

This knowledge evaluation can be utilized in advertising items to explain tendencies in search over time, or you should utilize any such knowledge in your inside stakeholder content material, equivalent to if 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 outdated posts.


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

To see among the knowledge visualizations that had been created utilizing Tableau, they’ve their free 3D VizGallery that permits you to stroll by way of a 3D “artwork gallery” of actual initiatives. Here’s an example protecting “Work Like an Artist: Day by day Routines of Well-known Creatives” from a person who tailored data 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 knowledge from firm person knowledge

When you had been in search of knowledge from giant firms, many make a few of their knowledge public, which may be pulled to create a knowledge evaluation or development 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, try Spotify Charts, which reveals you tendencies in particular genres of music or by nation.

Amazon Gross sales Information

You too can view trends in Amazon products, equivalent to its best-selling books record or lists of top-selling merchandise in particular classes. Exterior instruments, like Amzscout, pull this knowledge that can assist you see how particular merchandise are promoting over time.

Pivot tables

In order for you the most straightforward option to chart your uncooked knowledge, don’t low cost the facility of pivot tables and charts in Excel or Google Sheets. These can robotically give you charts and different knowledge graphics quick, proper inside your saved knowledge spreadsheet. There are many sources to create efficient charts and graphics. It’s necessary to notice Google Sheets could have barely totally different formula functions than Excel in some instances.

In conclusion

To be taught extra about storytelling with knowledge, don’t neglect to evaluate our just lately up to date Learn Center page. Whether or not you might be utilizing a less complicated device like Google Sheets or wish to construct a beautifully-designed infographic in Tableau, knowledge visualization is a good 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 knowledge visualizations, try Juice Analytics’ thoughtful roundup of examples throughout a number of totally different matters and industries.

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