How to Use Data to Tell Stories That Excite Your Readers

Every day, we're bombarded with endless information and facts. To make sure our data reaches our audience and makes sense to them, we need a way to present it effectively. This is where data storytelling comes in. It's a powerful tool that transforms raw data into engaging stories, helping you convey your message more effectively.

What is Data Storytelling?

Data storytelling is the art of creating compelling stories with data. It's about taking dry and boring numbers, statistics, and graphs, and turning them into an interesting narrative.

Why Use Data Storytelling?

In my experience at Ocean Power Agency, data storytelling makes data more engaging and relatable. Instead of just presenting numbers, it adds context and meaning to them. It's more than just facts and figures – it's about telling a story that people can connect with. This connection is essential to keep people interested and engaged.

How to Use Data Storytelling

When we do regular data analysis, we often just present the data we've collected. This approach can be dull and uninviting. That's why data storytelling is so important. It links data to real-life situations, explains why the numbers matter, and makes people feel something.

By using data storytelling, you can make your data more appealing and understandable. This method not only presents the facts but also tells a story that captures your audience's attention and keeps them engaged.

Data Storytelling Example

Using Stories to Present Important Information

In my experience, NGOs excel at using stories to present important information. They often tackle niche problems and need compelling narratives to get people to listen and donate.

A perfect example is the Ocean Cleanup project. They work on cleaning the ocean of plastic waste. They not only show how much plastic is in the ocean but also how our daily actions contribute to it.

They use visuals to make the data clear. For instance, their plastic tracker helps people see where their waste might end up. Saying plastic can travel 117,000 km is hard to grasp, but showing a map of a plastic bottle's journey from Malaysia to South Africa and into the Indian Ocean makes it understandable.

The Power of Data Storytelling – How It Can Help Your Business

Why should you care about data storytelling, and how can it benefit your business?

Data storytelling helps people and organizations make better decisions. When data is presented as a story, it’s easier to see the impact of different choices. This is especially important in business, where data-driven decisions lead to better strategies, cost savings, and a competitive edge.

One major advantage of data storytelling is that it engages diverse audiences. Unlike raw data or jargon-filled reports, data stories are easy for a wide range of people to understand. This makes the information accessible to those with different backgrounds and expertise levels.

Data alone can seem abstract and unrelatable. It lacks the emotional appeal of stories. Data storytelling bridges this gap by simplifying data and making it relevant to everyday life. It helps people relate to the information, see its importance, and connect with the insights.

So, next time you need to present important data, make it easy to understand by using storytelling techniques. If you want to convince customers that your product is the best or show potential business partners that your services are right for them, don’t just rely on technical jargon and data. Weave them into a story that shows how you can make their lives easier.

Imagine you want to buy a vacuum cleaner but know nothing about it. Information about a noise level of 73dB doesn’t mean much. But if a producer adds a story about how you can vacuum while your baby sleeps, it changes your perspective (I don’t know if such a vacuum exists, but it would be nice, wouldn’t it?).

7 Key Elements of Effective Data Storytelling

Data storytelling goes beyond presenting numbers and facts. It involves creating an engaging narrative that captures attention and informs your audience.

To get the best results, you need to understand the key elements that make data storytelling effective:

1. Data Visualization

In my experience, data storytelling often starts with data visualization. Visuals like charts, graphs, maps, and infographics make complex data more accessible and engaging.

MY TIP: Choose the right type of visualization for your data and message. Bar charts work well for comparing large numbers, while line charts can show trends over time.

2. Context and Relevance

Context holds your data story together. It explains the “why” behind the data and helps your audience understand its importance.

MY TIP: Provide context by explaining the background, the problem you're addressing, and the implications of your findings. Make the data relevant to your audience’s interests and concerns. This way, your audience will understand the data, why you're presenting it, and how it affects their lives. This is especially useful if you want to influence their behavior, like convincing them to buy your products or services.

3. Audience Understanding

Tailor your data story to your audience. Consider their background, knowledge level, and interests. Think about what they need to know and what will resonate with them.

Refer to your user personas and adjust your story, data, and communication style accordingly.

4. Emotional Connection

Connecting with your audience on an emotional level makes your data story memorable. Stories that evoke emotions are more likely to be remembered and shared.

MY TIP: Use anecdotes, real-life examples, or relatable scenarios to make your data more compelling and relatable. Don't forget about your audience while creating your story. Write about topics that interest them and tailor your content to their needs and preferences.

5. Clarity and Simplicity

Keep your data story clear and straightforward. Avoid jargon and complexity that might confuse your audience.

MY TIP: Use concise and plain language. If you must use technical terms, explain them simply.

6. Visual Consistency

Consistency in your data visualizations helps your audience focus on the data and the story. It also makes your brand more recognizable and memorable.

MY TIP: Use a consistent color palette, labels, and fonts throughout your stories to create a visually consistent narrative. Well-crafted visuals are powerful – people prefer graphics over walls of text.

7. Data Integrity

Ensure your data is reliable and accurate. Errors can undermine the trustworthiness of your story and your brand.

MY TIP: Cite your data sources and explain your methodology to establish credibility.

By focusing on these elements, you can create data stories that engage and inform your audience effectively.

How to Create a Story Using Data in 7 Simple Steps

Creating a compelling data story isn't easy. You have to think about many elements to make sure your narrative is clear and engaging.

Here’s a step-by-step guide based on my experience:

1. Data Collection and Preparation

Start by gathering relevant data from trustworthy sources. Ensure the data is accurate and up-to-date. Use external data only if it comes from a reliable source or your data.

I prefer collecting and preparing my data. This way, I can provide users with new, original information instead of repeating what's already available online. It improves the quality of my content and helps build my image as an expert.

2. Define Your Story’s Purpose and Audience

Clearly define the purpose of your data story. What message do you want to convey? What action do you hope to inspire? Make sure you answer these questions before starting.

Consider your audience’s needs and preferences. What level of detail, tone, and visualizations will they prefer? Professionals might appreciate formal language and detailed graphs, while regular users might prefer simple infographics and no technical jargon.

3. Data Exploration and Analysis

Dive into the data to find insights, trends, and patterns. Look for the most compelling and relevant findings that support your story’s purpose. Simply showing the data isn’t enough. Explain it and help your users understand and draw their conclusions.

4. Choose Effective Data Visualizations

Select the right types of charts, graphs, and visuals to represent your data. Ensure they fit your story’s narrative and purpose.

Make your visualizations clear and visually appealing. Remember your branding – use your brand’s colors, fonts, and logo.

5. Craft the Narrative

Write the story that goes with your data. Start with an engaging introduction to hook your audience. People see thousands of stories and news every day. Why should they care about yours? You have only a few seconds to grab their attention, so make the introduction count.

Explain the data’s context, significance, and impact as you present your visualizations. Use a conversational tone when possible to make the story relatable and easy to understand. Show people your data, explain why they need to know it, and how it can impact their lives, and guide them towards a desired action.

6. Refine and Review

Review your data story for clarity and accuracy. Ask colleagues for feedback to find areas needing improvement. Ensure your story is easy to understand, even for those not familiar with the subject.

Make necessary changes to enhance the story’s impact. Remember your goal: you want people to understand the data and act in a certain way. You might need to make significant changes to make your story accessible to a wider audience, but it’s worth the effort.

7. Presentation and Delivery

Decide how to present your data story. It could be a report, an ebook, an interactive dashboard, or a blog post.

Consider where your audience is most likely to find your story. It might be your company’s blog, Facebook, LinkedIn, or an industry journal. This depends on your readers and the industry you work in.

Don’t just copy your competition or other companies’ success stories. You know your users best, so think about them while creating your own, original stories.

Tools and Resources for Data Storytelling

Creating compelling stories with data requires the right tools to make the task easier. Based on my experience, here are some essential tools and resources that can help you excel in data storytelling:

Data Visualization Tools

There are many data visualization tools available, each requiring different levels of effort and graphic skills. If you’re new to this or just want a simple tool to present your data, I recommend Google Looker Studio (formerly Google Data Studio). I use it for creating visually appealing and clear monthly reports for my clients.

Looker Studio is user-friendly and offers a variety of chart types, customization options, and connections to various data sources.

Excel and Google Sheets

These spreadsheet programs are versatile tools for basic data analysis and visualization that many of us use daily. They are accessible and widely used in many organizations.

Even if you’re just starting or have a small data set, these tools are very effective. Sometimes the simplest solutions work best.

Data Analysis Software

For in-depth data analysis and advanced visualizations, software like R and Python (with libraries such as Matplotlib and Seaborn) is essential. They offer greater control and customization for crafting complex data stories.

Infographic Design Tools

Infographics are great for presenting data in a visually appealing way. Tools like Canva and Visme are user-friendly for creating infographics, offering pre-designed templates and customizable elements.

Data Sources

Access to reliable data sources is essential. Government agencies, research institutions, and open data platforms like Data.gov provide datasets on various topics. Explore these sources to find data that aligns with your storytelling goals or conduct your own research to create original datasets.

By using these tools and resources, you can improve your data storytelling skills and create narratives that are both informative and engaging.

Data Storytelling – The Takeaway

Data storytelling is more than presenting numbers; it’s about bringing data to life and making it understandable for people. It can drive change, foster engagement, and make data accessible to everyone.

Crafting a data story involves data collection, analysis, narrative creation, visual integration, and thoughtful presentation. This process ensures your message is effectively delivered to your audience.

As you master data storytelling, remember its potential to inspire and influence. Use it creatively and wisely to make a lasting impact.