As a medium, infographics are arguably transforming how digital consumers digest information through online platforms. What might have once constituted a long-winded article or video can be given a substantial energy boost when paired with engaging visuals and an attention-grabbing font. However, it's important to note that you don't want to saturate your audience with infographics, lest their effectiveness lessen overall.
As a general rule, infographics should be saved for when there is a large amount of data to be shared that you feel needs to be put across. For example, if your small business wants to advertise a number of facts about a sector of your industry, an infographic can be an effective means of conveying that information. In this case you would want to limit the amount of text and try to use visuals to 'tell the story' as much as possible. Like all other print media, organization and placement on the page is almost as important as the data itself.
If you are leveraging social media to reach consumers, infographics are an ideal way for quickly sharing information across these channels. Blocks of text, as you can imagine, are far less interesting to a reader than a sharply designed infographic.
Does this mean that you should start churning out infographics? Of course not. Marketing techniques are best served appropriately and proportionally, meaning that you don't want to create too much content. Otherwise, you might find yourself in a situation where important information is left undigested because there were too many distracting images. At the end of the day, you'll need to ascertain whether or not an infographic makes sense at the time you're looking to put new data out into the market.