What Are the Best Tools for Storytelling With Data Visualization?


Storytelling with data is a vital portion of any information marketer’s toolbox. Whether you are employing knowledge visualization to illustrate a point you’re making an attempt to make, or you want to showcase knowledge from an evaluation your staff has finished, appropriate data layout is essential to making successful visuals that anyone is joyful with. Charts and infographics can be really, but if they are not also thoroughly breaking down facts in a way that would make an effects on the audience, they are very likely not value the time and energy.

Underneath, we go over how storytelling ties into facts visualization, and what equipment can enable you bring additional info into your content. We also not long ago up to date our Understand Centre article about storytelling with facts, to spotlight how details transforms our content and legitimizes the factors we are trying to make, no matter the topic. Be absolutely sure to test it out for even more insights!

How does storytelling tie into data visualization?

Visualization is the act of using knowledge and breaking it down in a visual way that will help the viewers recognize at a look what the facts is telling us. This could be a little something like having populace details from a town and producing a pie chart that displays the age ranges of all people or looking at a bar chart to see that the range of apps an common consumer downloads on their smartphone has gradually improved around time. Then, soon after this information is introduced, we use storytelling as a result of information to more demonstrate what the info is telling us.

For occasion, if we know that the ordinary user downloads two additional applications to their cell phone then they did five decades prior, we can deduce that customers are probable utilizing their telephones extra. This can assist us introduce our main point or option, this kind of as an application cleansing utility to aid customers clear away apps they no for a longer period use, or behavioral modifications for buyers that want to be on their cellular phone less.

The very best equipment for facts visualization

If you might be looking to produce your unique knowledge visuals, which is suggested so you don’t use an individual else’s facts devoid of their authorization, there are a number of applications you can use to collect facts that will influence the main factors in your content material narrative. These cost-free and paid out applications range from the next:

  • giving the data for you in a chart structure

  • providing you uncooked info to make into graphics

  • letting you to import your raw facts so you can build the visuals you will need to thoroughly summarize the data points

Producing your own info visualizations can assistance you generate imagery that illustrates your place, influences consumers to choose action, or assists you demonstrate your factors in a visual way. Regardless of whether you will need info trends above time or an examination of your information to determine next actions, these applications can assist.

Google Traits

Most SEOs are knowledgeable of Google Traits, but virtually any field can use it to get a fast pulse on what is trending in their unique subject of goods or solutions. For instance, if you are an e-commerce, you can verify out the Google shopping traits to see what products and solutions are currently being searched for most not long ago. The page also points out large spikes for specific product conditions for e-commerce, such as “y2k aesthetic.”

Screenshot of 2022 Google Shopping Trends.

Furthermore, Google Developments also demonstrates each day in general trending lookup matters in certain international locations. This is truly useful if you might be seeking for knowledge that applies to a precise place or the pulse of a sure region overall, this kind of as audio or present gatherings.

The key segment of Google Developments permits you to compare numerous topics as the moment to see how user fascination has ebbed and flowed in excess of time.

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

This knowledge can be an efficient way to showcase how specific audiences have acquired or shed fascination in a subject matter about a established period of time.

Google Charts

If you by now have knowledge that you will need to plot into charts, Google Charts underneath Google’s advancement applications is a great way to do that. It lets you to import data which you can build visualizations from and then place on your web page.

It is free and fully customizable. It also has a gallery you can look through for illustrations of offered charts, which can help you make your mind up which is ideal for your data.

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

This device may possibly have to have much more developer expertise considering the fact that you are going to have to HTML5 and other code to pull in the information.

In addition, Google Information Studio is similar to Google Charts, wherever you can import a number of distinct information sources to generate graphics and dwell charts centered on API-linked info. Having said that, it is targeted more on supplying an interior data dashboard relatively than community-struggling with charts for written content pages.


If you are looking to share key word exploration or look for info over time, think about making use of Moz. Moz Professional permits you to observe your marketing campaign data around time (as properly as investigate competitors), and the suite of no cost resources allows you perspective facts on particular search phrases or links.

Screenshot of Moz Keyword Explorer results for keyword "chromebooks"

This info examination can be utilised in marketing parts to describe tendencies in look for around time, or you can use this kind of facts in your interior stakeholder content material, such as when you want to illustrate the achievements of your organic and natural content campaigns or how the selection of backlinks to certain webpages has improved around time because you started out updating outdated posts.


Tableau is arguably the most effectively-acknowledged details visualization tool obtainable. It has paid and no cost versions. The no cost version, Tableau General public, needs a software download, but then lets you create knowledge visualizations for absolutely free (with some restrictions that are lifted in the paid version).

To see some of the information visualizations that have been created utilizing Tableau, they have their free of charge 3D VizGallery that lets you wander by means of a 3D “art gallery” of authentic initiatives. Here’s an instance covering “Work Like an Artist: Day-to-day Routines of Popular Creatives” from a user who adapted information and facts from textbooks on creatives’ work schedules by Mason Currey, Wikipedia, and weblog posts.

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

External data from company user details

If you ended up seeking for data from substantial businesses, lots of make some of their facts community, which can be pulled to build a data assessment or trend report more than time. Two very good illustrations of this are:

Spotify Charts

If you want to see how distinct tunes or other media hosted on Spotify is executing over time, test out Spotify Charts, which demonstrates you tendencies in distinct genres of audio or by place.

Amazon Income Data

You can also watch developments in Amazon goods, this kind of as its finest-providing guides listing or lists of major-advertising items in certain categories. Exterior applications, like Amzscout, pull this facts to assist you see how precise goods are marketing in excess of time.

Pivot tables

If you want the most easy way to chart your raw data, never low cost the ability of pivot tables and charts in Excel or Google Sheets. These can mechanically provide you with charts and other data graphics rapidly, appropriate inside your saved facts spreadsheet. There are lots of assets to make effective charts and graphics. It is vital to notice Google Sheets may possibly have marginally distinct components functions than Excel in some situations.

In summary

To discover more about storytelling with data, do not neglect to evaluation our lately up to date Study Heart web site. Irrespective of whether you are utilizing a easier instrument like Google Sheets or want to build a superbly-made infographic in Tableau, facts visualization is a good way to additional your storytelling narrative by illustrating your level and developing users’ knowledge of the subject matter at hand.

To see a lot more illustrations of excellent knowledge visualizations, examine out Juice Analytics’ thoughtful roundup of examples throughout several diverse subjects and industries.


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