Consider the different types of data we create, consume and generate throughout a typical day: Sales figures, customer information, financial statements, satisfaction surveys, webpage and social media metrics, unemployment rates, supply chain efficiency — the list goes on. Every profession and industry manages some data in some form, but there’s only so much you can do with it unless you take that information and turn it into a compelling story.
What Is Data Storytelling?
Data storytelling is the concept of using data — such as numbers, metrics and other information — to create a compelling narrative that’s presented to an audience. There are many people who use this technique beyond data analysts and data scientists. Marketers, product managers, consultants, executives, journalists, data visualization experts and educators often use data storytelling to convey a particular message, concept or idea.
Data storytelling is also increasingly being taught at both the undergraduate and master’s degree levels, although the focus can vary between programs.
What Does Data Storytelling Look Like?
Data storytelling can take many forms, depending on the audience, message and context. Some common examples include:
- Interactive dashboards
- Infographics
- Data-driven reports
- Case studies
- Video presentations
- Story maps
- Slide decks
- Articles or blog posts
- Social media posts
The Narrative Element & Power of Visuals
It’s important to remember that every story has a narrative arc, with a clear beginning, middle and end. While it may seem challenging to convey this through visual content, even an infographic tells a story. It should include engaging titles and subtitles, context for the data, a logical hierarchy, notable insights and a solid conclusion.
DataCamp, an online learning platform, frames the data storytelling narrative structure this way: a setting and hook, supporting details and rising insights, the “aha” moment and finally the solution and next steps.
You also need to determine the best way to represent your data. For example, video can evoke deep emotions, depending on the content. Graphs and charts are effective for illustrating trends, patterns or fluctuations over time. Infographics are ideal for presenting information in a concise snapshot, while dashboards are best suited for displaying real-time or constantly evolving data.
5 Examples of Data Storytelling
See for yourself how data storytelling can transform raw statistics into compelling narratives with these impactful examples:
- The New York Times Graphics Desk continually creates interactive maps, illustrations, graphics and other visual content to depict current events and the latest news. Recent examples include the interactive map “How Has Gun Violence Changed in Your Neighborhood?” and a speed quiz related to the 2024 Paris Olympics called “How Fast Is That Going?”
- Merchants Fleet, a fleet management company, uses data-driven infographics, white papers and blog posts in its fleet electrification resource hub to educate potential and current clients about the impact, cost and logistics of implementing electric vehicles.
- Tower Electric Bikes created a colorful map depicting the most and least bike-friendly cities in America. The map is packed with data, including percentage of bike commuters, bike fatality rates and an overall bike friendliness score. Despite the wealth of information, it’s easy to navigate thanks to the color-coded details.
- Creative Learning Systems, an educational consulting company that implements project-based learning STEM labs, wrote a statistic-packed blog post that tells the story of chronic absenteeism in schools.
- Shopify, an eCommerce platform helping entrepreneurs start and grow their businesses, offers a variety of videos that tell stories. One such video features a woman’s journey and highlights how a new business makes its first sale on Shopify every 28 seconds.
The Benefits of Data Storytelling
Data storytelling transforms numbers and metrics into meaningful insights and narratives, often making them more impactful to your audience than a report filled with raw data. It provides context and a human touch to information, helping readers better understand and relate to your organization.
It also has the power to bring your data to life, making information more digestible and relatable. Data by itself can be hard to grasp, but audiences are more likely to remember infographics, videos and other types of visually compelling content.
How to Get Started With Data Storytelling
You first need to figure out your objective. What is your goal with the data? Are you looking to educate, inspire action or persuade your audience?
You then need to have an accurate and efficient way of collecting and analyzing the data you need. What key trends and patterns are you looking for?
Finally, using one of the many exceptional data visualization tools on the market that can help with your data storytelling journey, including Tableau, Power BI, Google Charts, ChartBlocks, Looker and others. These resources can help you create compelling visualizations, such as charts, graphics and maps, to effectively convey your intended story to the right audience.
Whether you’re just starting a career in data or looking to transform information into a compelling story for your business, data storytelling is a powerful tool that, when done correctly, can make a lasting impact.