Interactive content includes any content a user can click on, click-through, answer, or play with. These content pieces take more effort (and sometimes money) to create, but users generally spend more time and get more value. They’ll get your audience to engage, and can even be used to get to know your audience better.
Most content can be classified as static—where the reader or audience consumes the content by watching or reading.
However, interactive content is when the audience is actively encouraged to engage with the content that they are consuming. This could be as simple as sharing questions on a live webinar, using a tool or calculator, or taking part in a quiz.
Quizzes are effective for the simple reason that they are fun and often highly shareable. They are a perfect way to encourage a participant to share their results and challenge their friends to do better.
Classic, old-fashioned contests and sweepstakes are also great examples of interactive content and can be a solid way to generate more engagement.
Although you can no longer ask people to comment, like, or share a post for a chance to win on Facebook, running a sweepstake on Instagram can be as easy as asking for a follow and tagging a friend, or asking your audience to answer a question in the comments.
Calculators and online tools can be a great way not only to drive engagement from your audience but also to generate leads or help to build links from the press with digital PR.
Show your audience how much money they can save by using your product with a calculator.
Multiple choice posts can be fun, especially on platforms that allow multiple image posts.
Each image can be a different option for your audience to choose from – you can use this method to let them help you choose your next flavor or product you may be looking to offer.
On Instagram Stories you can use the Poll Sticker to create a two-option poll that will be live for 24 hours.
Interactive infographics and other content pieces can include hover pop-ups or click-throughs to other landing pages, quizzes, extra content, and more, and can be a great tool for educating your audience on your particular industry or product.
Creating interactive content
Creating interactive content leads to more engagement, more leads, and more loyalty from your customers. Customers are more willing to share their information with companies that go the extra mile to produce content that is genuinely helpful and engaging.
Higher Engagement Rate
Even mid-quality interactive pieces typically see high levels of engagement due to the very nature of the content itself. Though it dictates how users interact with the content, it also gives the consumer the steering wheel to drive the interaction.
Increase Data Captured
Interactive content makes it easier to capture relevant data from their visitors, which has major implications on our ability to personalize marketing campaigns and the sales team’s ability to speak to the prospect’s biggest concerns.Consumers are often wary about handing over info like their email address, hoping to avoid being flooded with unwanted marketing messages. And they’re right to be choosy with the companies they allow into their inbox.
That’s why interactive content often offers a proverbial pot of gold at the end of the rainbow (the results to a quiz, newly requested information, results of a survey or poll), which creates a value exchange between company and consumer. It feels less risky to share your email address with a company that has created something truly engaging.
Improve Brand Loyalty
Ordinary content can make your brand seem…well, ordinary. But engaging, interactive content makes your audience a part of the story. They can use and take part in whatever type of content you publish—whether it’s a survey, quiz, assessment, or interactive infographic. It creates a shared experience that will be more noteworthy to your audience and help them to develop a deeper loyalty to your brand.
At its most basic, interactive content is an exercise in trust-building. Consumers will get to know your brand on a deeper level, and the positive experiences that you create will shape their perception of who you are and what you stand for.
As we previously mentioned, SnapApp is thought to be a leader and innovator in interactive content creation and management. Check out some of their tools and offerings – you’ll be impressed.
Ion Interactive –
Create an interactive white paper, eBook, infographic, and more with Ion Interactive’s platform. They even have a cool example on the site of what an interactive guide can look and feel like.
An interactive content platform that allows you to create visually stunning interactive content without needing a developer. Perfect for companies that rely on a strong visual brand.
Harnessing the power of AI and video, WebyClip allows anyone that watches your video to engage directly with the products shown in the video.
Creating interactive quizzes and assessments has never been easier with Engage form. And this tool can help you generate leads.
Hotjar is one of our favorite tools to use. In addition to website visitor heat mapping, Hotjar also makes it easy for you to incorporate polls, surveys, and incoming feedback from website visitors.
A content tool is software for creating interactive content with the purpose of engaging users and of generating and capturing leads. You can use it to create quizzes, contests, interactive maps, interactive calculators, infographics, and much more.
Playbuzz is an interactive content tool that works for publishers, advertisers, and content creators.
Instead of simply writing your content and publishing it as is, Playbuzz can help you add all kinds of interactive elements, like videos and quizzes, into your stories/content, to make it more engaging and more readable.
LeadQuizzes is a quiz and survey creator catering to marketers and businesses. The tool is all about helping you catch more leads through the use of this simple, yet extremely effective form of interactive content: quizzes and surveys.
Apester is a tool for creating all kinds of interactive content, such as personality tests, polls, quizzes, and interactive videos.
The cool thing is most of your competitors are still relying on these conversion tactics on their websites, so there is an opportunity for you to stand out. Interactive marketing does a great job of engaging users, as I mentioned. Once you have their attention and interest, a conversion is more likely to follow.
Interactive marketing increases the time spent on your website and makes the experience memorable for a customer.
There is an opportunity for those willing to adopt these techniques because a majority of businesses aren’t using them. By setting up your site to maximize user engagement with interactive marketing, you are differentiating yourself from the competition.
Virality and Sharing
One of the biggest drawcards of interactive marketing is its built-in social media virality.
By rewarding participants for sharing your interactive content, you can increase the number of people who see your experiences, generate more leads, and bolster your ROI.
Interactive content is inherently more shareable than static content in the first place.
Customer feedback is incredibly important for businesses. Without it, you are unable to make improvements to your sales messaging, discern any weak points in your marketing strategy, and learn what customers like or dislike about your products.
Misunderstanding the customer’s wants and needs can be harmful to the long-term strategy of your business and hurt your bottom-line.
IMPORTANCE OF INTERACTIVE CONTENT:
To be honest, advertising has been in the game for quite some time now. And we have been witness to ads that either grab our attention or just downright annoy the living daylight out of us.
It is of importance that you create content that interests your customer, even if it takes a cute kitten video to keep you customers and get them to buy something. We have seen a lot of trends like these in the form of “Which famous character portrays you?” and other such inquisitive quizzes.
Now here is explaining why you need to consider creating attention-grabbing content, courtesy of Social Media Explorer.
Another useful exercise is to examine not just what interactive content is, but what it is at its best.
Unique Interactive content succeeds when it creates unique experiences that are different from their static alternatives in which a necessary path is already chosen for the audience.
Dynamic Interactive content succeeds when the experience generated is distinctive for each user, based on that user’s input. That means not just increasing variability, but also the likelihood that the same user will come back later in search of a different outcome.
Interactive content is any type of content such as calculators, assessments, and interactive infographics, white papers, and videos that requires and encourages users to actively engage with it rather than passively consume it.