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How do you tell a story with data in limited time or space?

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Data is everywhere, but how do you turn it into a compelling story that engages your audience and drives action? Whether you have to present your findings in a short pitch, a blog post, or a social media graphic, you need to know how to tell a story with data in limited time or space. In this article, you will learn some tips and techniques to help you craft a data story that is clear, concise, and captivating.

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Ruchi Sharma

Sharing The Joy of Knowledge || Top Storytelling Voice || Content Strategist || Storyteller || SEO Driven Content…
Reetika M.

Communication & Change Management| Product Marketing |Qualitative Researcher |Driving ESG Goals with GenAI @ World…

1 Know your audience

Before you start creating your data story, you need to understand who you are talking to and what they care about. What is their level of knowledge, interest, and motivation? What are their pain points, goals, and questions? How do they prefer to consume information? Knowing your audience will help you tailor your message, tone, and format to suit their needs and expectations.

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Ruchi Sharma

Sharing The Joy of Knowledge || Top Storytelling Voice || Content Strategist || Storyteller || SEO Driven Content Creator || Educator
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When you observe your audience, you gain insights about the format and visuals they prefer. Due to lack of time and space, covering complete value in the story requires careful planning of the flow of your story. If the audience prefer visuals, infographics or single image posts can be perfect for your story. While if the audience prefer text, short listicle type content could work better.

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Reetika M.

Communication & Change Management| Product Marketing |Qualitative Researcher |Driving ESG Goals with GenAI @ World Economic Forum,UNICEF, WHO | Views are personal.
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Let's take an example of a fitness application.When creating a data story about a new fitness app, it's important to consider your audience's fitness knowledge, motivation, goals, questions, and preferred way of receiving information. For example, if your audience consists of fitness enthusiasts seeking to track progress and achieve goals, tailor your story with relevant fitness insights, clear benefits of your app, and visuals like progress charts.

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2 Choose your data

Not all data is equally relevant or interesting for your story. You need to select the data that supports your main point, answers your audience's questions, and provides insights or recommendations. Avoid overwhelming your audience with too much or too complex data that might confuse or distract them. Focus on the data that matters and tells a story.

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Reetika M.

Communication & Change Management| Product Marketing |Qualitative Researcher |Driving ESG Goals with GenAI @ World Economic Forum,UNICEF, WHO | Views are personal.
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Imagine you're creating a data story to convince a company to invest in improving their website's user experience (UX). Focus on key data like bounce rates, time spent on site, and conversion rates. Show how a streamlined UX can reduce bounce rates, increase time spent on site, and ultimately lead to more successful conversions. Use A/B testing data to demonstrate how specific UX improvements, like simplified navigation or faster loading times, have positively impacted user engagement and conversions in the past. By presenting focused and relevant data, you can tell a compelling story that supports your main point and provides clear evidence of the benefits of investing in improved website UX.

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3 Structure your story

A good data story has a clear beginning, middle, and end. The beginning should hook your audience's attention, introduce the topic, and set the context. The middle should present the data, explain the analysis, and highlight the key findings. The end should summarize the main message, provide a call to action, and invite feedback. Use a logical and coherent structure that guides your audience through your story.

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Reetika M.

Communication & Change Management| Product Marketing |Qualitative Researcher |Driving ESG Goals with GenAI @ World Economic Forum,UNICEF, WHO | Views are personal.
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Here is an example of a structured data story: Beginning: Hook: "Did you know 70% of online shoppers abandon carts?" Introduction: "Today, we'll explore e-commerce conversion rates." Context: "Let's see how optimizing checkouts impacts conversions." Middle: Data: Graphs showing pre and post-optimization conversion rates. Analysis: Methodology explained, factors influencing cart abandonment discussed. Key Findings: Notable increase in conversion rates after optimizations. End: Summary: "Optimizing checkouts led to 25% higher conversions." Call to Action: "Consider applying similar strategies." Feedback: "Share your thoughts and experiences."

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4 Visualize your data

One of the most effective ways to tell a story with data is to use visuals that make your data easy to understand, compare, and remember. Choose the right type of visual for your data, such as charts, graphs, maps, or icons. Use colors, shapes, and labels to enhance your visuals and emphasize the important elements. Avoid cluttering your visuals with unnecessary details or decorations that might reduce their impact.

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Ruchi Sharma

Sharing The Joy of Knowledge || Top Storytelling Voice || Content Strategist || Storyteller || SEO Driven Content Creator || Educator
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Adding too much data can be overwhelming for the audience. When both time and space are limited, adding relevant visuals like graphs, bar charts etc. is not only a better option but can actually add more value to your story. A balance of relevant visuals combined with short explanation of metrics in the story will make it easy to understand and will also ensure the important data remains as the main focus.

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5 Write your copy

Your copy should complement your visuals and provide context, explanation, and narration for your data story. Use clear and simple language that your audience can relate to and understand. Use headlines, subheadings, captions, and bullet points to break up your text and highlight the key points. Use emotion, humor, or storytelling techniques to engage your audience and make your data story memorable.

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6 Test and refine

Before you share your data story with your audience, you need to test and refine it to make sure it is effective and error-free. Ask for feedback from someone who represents your target audience or has expertise in your topic. Check your data for accuracy, consistency, and validity. Check your visuals for clarity, readability, and aesthetics. Check your copy for grammar, spelling, and style. Make any necessary changes to improve your data story and achieve your goals.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you tell a story with data in limited time or space?

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1 Know your audience

2 Choose your data

3 Structure your story

4 Visualize your data

5 Write your copy

6 Test and refine

7 Here’s what else to consider

Storytelling

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