Businesses are “fighting” for consumer attention every day. They are constantly coming up with innovative ideas to keep users engaged, interested, and convert them into potential buyers.
One of the most thriving tools that has enabled success in this approach is the creation of interactive content. Its application is varied in different formats and mediums, all in order to maximize the effects on consumers’ behavior.
Most of the strategies for driving this type of content are heading towards addressing fleeting attention spans that the modern consumer has become infamous for. However, this is not the only challenge that interactive content is helping to overcome.
For a more detailed insight on the topic, we have shared everything from its definition to real-life strategies that well-known brands have applied and might inspire you to do the same.
Let’s get started.
What is Interactive Content
Interactive content is the type of content that actively engages users to take action, rather than just passively consume information. In other words, is the brand’s attempt to build a dynamic two-way experience and inspire users to be active (think quizzes, polls, surveys).
You can easily tell when brands are using interactive content, simply by noticing elements that encourage users to click, fill out a form, swipe, or otherwise interact with the content. Some common forms include infographics, quizzes, polls, product demos, live content, eBooks, and landing pages.
But, why does a business need interactive content?
8 Advantages of Interactive Content Marketing (With Real-Life Examples)
Here are the top 8 reasons why businesses should consider using interactive content in their marketing strategies.
1. Higher User Engagement Compared to That From Passive Content
Let’s face it, users love engaging content. And they are more likely to continue interacting with it if it’s interesting, rather than overwhelming with too much information.
A study has shown that the average attention span for an adult is 8 seconds, much less than the 12-second average that used to be back in 2000. This explains better why brands are prioritizing a lot more the creation of engaging content.
Think of Spotify’s “Wrapped” campaign as an example. Each year this campaign provides users with personalized insights into their listening habits over the past year. This takes the form of a visually appealing and shareable format, where users are presented with their top songs, artists, genres, and total listening time.
The highest results from the campaign were recorded in 2021 with an impressive 120 million users accessing their Wrapped, a fourfold increase from the reported 30 million in 2017.
Through this simple strategy, Spotify encourages users to share results on social media platforms, as a way of engaging with friends and followers. In 2021 alone, 60 million users shared their Wrapped graphics across various social media platforms, helping the campaign go viral.
So, Spotify through this strategy, not only drives significant engagement on the platform but also, generates widespread buzz and free user-generated content across social media channels.
2. Personalized Content to Communicate Differently to Users
When speaking of personalized content the first thing that comes to our mind is Netflix’s interactive movies and series (like Black Mirror, which was the first one of this kind), a super cool concept released in 2017 that allowed users to actively participate in the story and determine the outcome.
This smart move allowed Netflix to connect in new ways with audiences while benefiting from user data collection and ad placements within the story.
From this, and many other similar approaches, we can admit that personalized experiences are game-changers for companies who want to sell a product or service, or even build an audience of like-minded people.
After all, all users want is to be heard.
Having complete control of their actions allows them to choose a personalized path, without following a certain rule, which makes the interaction and engagement even more exciting.
3. Measurable Data Insights For Real-Time Feedback
Gathering data through interactive content usually revolves around obtaining contact information from users. This is done through contact forms, e-books, or other marketing materials available to users.
However, the potential goes beyond just names and email addresses.
Interactive landing pages, for instance, encourage visitors to share various types of data such as their profession, preferences, or even opinions. This depth of insight is very valuable for businesses that want to offer a more personalized approach to their audience’s specific needs and interests.
Through quizzes, polls, and e-books, businesses can “test” the way users interact and engage, what they love and what they don’t, and benefit from all gathered insight.
Incorrect responses are also responses. They serve as a signal for businesses to know the areas where potential customers might need further information, clarification, or even education.
This is what we’d call a “real-time feedback loop”, and it’s the right strategy for brands to focus their efforts on finding the solutions potential customers are looking for.
4. 2x Higher Conversion Rates Than Passive content
A study has shown that interactive content generates 2x more conversions than passive content. This didn’t go unnoticed by brands, who have already applied new strategies to inspire users to interact with their content.
For example, clothing retailer ASOS designed a style match feature on their app to help users find the products they’re looking for fast. This interactive experience not only keeps them engaged but also increases the likelihood of them making a purchase.
Mango’s interactive catalog is another real-life example of how the brand is making its outfits stand out by showing them to real people in everyday situations. What’s even more impressive is the simple integration of clickable buttons on their website, an effortless method for customers to purchase their favorite items.
5. Brand Awareness Through Interactive Content
Interactive content is a smart way for brands to be noticed and remembered.
Sephora took advantage of this approach in 2016 when it launched the Virtual Artist feature on its mobile app, to help users try different makeup products virtually. Even though the brand is already well-known worldwide, such cool experiences strengthen its position as a customer-centric brand in the beauty industry.
In fact, 88% of marketers have admitted that interactive content sets their brand apart, and now we have all the answers to how. Through initiatives similar to those we mentioned, brands increase their visibility, strengthen brand recall, and even expand connections with their target audience.
6. Lead Generation From Users’ Data
Ever received those unexpected Monday morning emails out of the blue?
Chances are, your data got saved at some point in the past, and now you often get these surprise messages once in a while in your mailbox.
Interactive types of content that make users leave their contact information is a great strategy businesses use to generate leads. This typically revolves around filling out forms, such as surveys, contact forms, or answering specific questions.
For example, HubSpot is a brand that applies this strategy as a way to connect with its audience but also to generate leads. They share valuable content users love, in exchange for their contact details. This way, they build a community of like-minded people and at the same time expand their brand name.
7. Expand Reach Through Social Platforms Sharing
Social platforms are one of the most powerful tools to spread awareness, and there’s no doubt people do that all the time when they love certain content. This free marketing strategy helps brands increase their presence, without having to spend extra costs on promoting themselves.
One example we love is BuzzFeed’s Tasty, famous for its recipe videos on social media platforms like Facebook and Instagram. They often create interactive content (such as polls, quizzes, and challenges) related to cooking and food preferences. This encourages people who love this type of content to engage with and share their results with friends and followers.
8. Build Brand Loyalty
Building an audience can be difficult, but so is maintaining it.
Building loyalty requires brands to move beyond ordinary content and engage audiences in a more meaningful way. And this is where interactive content comes into play.
Audiences actively participate in the brand experience through surveys, quizzes, assessments, or infographics. The key here is to make users feel appreciated and welcomed. By inviting them to be part of the story, to feel like your virtual friends, rather than just a group of strangers, interactive content builds a shared experience that resonates with them on a personal level.
Types of Interactive Content
Here are some of the most commonly used interactive forms by brands.
Quizzes
Quizzes are a popular tool for brands and influencers to connect with their audience. In fact, these cool and fun interactive forms have proven to be highly effective for engagement. Not only they’re entertaining, but also, they help brands understand their audience better and even boost sales.
Polls
Similarly to quizzes, polls give users the freedom to “speak” and be heard. Brands use polls to understand what their customers want, what they love, and even what they don’t. An interesting example to that is PUSHsquare, a gaming website that every week shares polls for users to interact and give their opinions on the article posted.
Gamification
Gamification is a fun way that brands use to entertain users. The main idea here is turning everyday tasks into something exciting and rewarding. For example, Duolingo does this with language learning. If you use the app, instead of just studying (and sometimes getting bored from it), you can earn points and rewards for completing lessons and practicing regularly. After all, who doesn’t want to make learning feel like a game?
Live Videos
It’s impossible to be scrolling on a platform like TikTok and not end up (sometimes accidentally) in one of the many streaming live videos. This form of interactive content has become pretty popular recently, even on platforms like LinkedIn. Brands use this feature to connect with their audience (usually hosting Q&A, launching announcements etc).
Augmented Reality (AR)
AR has considerably changed the way we see life around us. Brands use AR to integrate the virtual world with the real one, which is a super cool strategy for them to promote products uniquely. Our favorite example is IKEA Place, an app that allows customers to virtually see how furniture items would look in their homes, without having to purchase them first.
Virtual Reality (VR)
Some brands use the power of VR to offer customers interesting experiences. They might show off and market products in virtual demos, or take people on virtual tours. Not only is this a super cool way to spread brand awareness, but also, it makes customers remember the brand.
Slides
Slides are an effective form of interactive content that helps users navigate through presentations. To be well-structured and effective, they must contain feature high-quality images, informative text, and interactive elements such as clickable buttons or embedded videos.
Maps
Maps are another powerful form of interactive content where users get a visual representation of geographic locations and relevant information. For example, tourism agencies often incorporate interactive maps on their websites to help travelers plan their trips and discover points of interest.
Calculators
Calculators enable users to perform calculations and get instant results based on input parameters. This tool can be implemented in financial institutions’ websites, to assist customers in calculating budgets, loans, and investments.
Videos
Platforms like YouTube enable content creators to insert interaction buttons within videos, guiding users to related content or additional resources. For example, a cooking channel may include buttons prompting viewers to explore other recipes or cooking techniques. These interactive elements keep viewers engaged and also provide them with sources to discover more content that matches their interests.
Ebooks
Ebooks have upgraded our reading experience by adding multimedia elements, and interactive features to traditional text-based content. For example, now we can click on links, and even watch videos while we read.
Infographics
Different from the traditional infographics we’re used to, interactive infographics are a mix of storytelling and interactive elements that make information engaging. This form allows users to explore data and insights at their own pace. It also makes the information easier to understand, and more memorable.
All in All
With all the above-mentioned approaches it becomes evident that there are a plethora of tools at your disposal. Depending on the market segment and consumer group targeted, some alternatives can prove to be better suited than others. Consulting the best marketing strategies directs campaigns and user engagement in line with the company’s goals. As a result, keeping up with the trends is the most reliable way to be relevant and become competitive in this digital business landscape.