What Interactive Content is and Why it is the Future
Every brand wants to stand out with its content and grab its customers’ attention. Images, videos, infographics, blog posts are the common types of content that brands use these days. But the reality is that there is too high competition and the common content isn’t enough to appeal to customers.
Millions of posts are shared on social media every day and customers get tired of seeing so much content, so they simply ignore most of it. Besides, customers have become more demanding now, they want to experience something new every time, which makes it even harder to please and excite them. Even if they like your brand and follow you, they may ignore your posts. According to a study by Kentico, 68% of users ignore the brands they follow.
Ads don’t make things easier. Ad costs are getting higher, the competition is increasing while the performance is decreasing. 42.7% of users worldwide use ad-blockers. The percentage is even higher among Millennials and Gen Z, which are the main target audience for most brands.
One of the solutions to get higher performance is to use interactive content. 88% of marketers agree that interactive content is effective at differentiating the brand. It gets twice more conversion than the regular content.
But first things first, let’s define what interactive content is and then we’ll understand why it is so effective.
In this guide, we’ll take a look at:
What is Interactive Content? The Definition
Interactive content is the type of content that requires the participation of users. In other words, users don’t simply pass by the content, they are part of the content and create the content themselves. Videos, blog posts, images are kind of passive content, users only watch them or read them and pass by, while interactive content is a more active type of content, where users answer questions, play games or create their own designs.
Interactive content creates a unique experience for users. They dive in, play and enjoy the process. Interactive content gives users valuable information and makes the process of getting it fun and engaging. They get valuable and fun experiences with a brand and they feel less targeted. The younger generation is especially against the aggressive type of content and they simply ignore it. They want to be connected to the brand on a deeper level and to become a part of the brand’s creative process.
Some Examples of Interactive Content
Here are some examples of interactive content. Depending on your industry and resources, you can make your choices of the ideal content type.
- Polls and surveys
- Interactive infographics
- 360° pictures and videos
- Contests and giveaways
Why is It the Future
After discovering what the interactive content is, let’s find out why you should start implementing it in your strategy as soon as you can.
Interactive Content Makes Your Brand Stand Out
Nowadays it’s not hard to create a brand and start an online business as there are no entry barriers. What makes it hard is the competition in each industry. There are too many brands that share their content every day and yours might get lost in them. So, if you want to stand out from your competitors try to share more interactive content. Interactive content is something that can make you stand out, as not so many brands are using it.
However, remember to focus on topics that are relevant to your business. Customers will get confused if you share information about another industry. Try to create online quizzes, WordPress forms, polls or even games that are close to your industry. Interactive content is not just good by itself, you have to use it wisely. Customers still want to get something valuable from you, so interactive content should also bring some valuable information to them.
It Has Higher Performance
Interactive content can bring great results: 2x more conversions, 5x times more views, higher engagement and click-through rates. Besides, it can increase social media sharing. In fact, interactive content can make your campaign go viral. People like fun and engaging content where they take part themselves. That type of content is more likely to be shared on social media than any other.
Did you know that back in 2013, the most read content on New York Times online magazine was an online quiz? One of the world’s most influential magazines couldn’t interest its users with topics like Barack Obama’s second term or Pope Benedict XVI’s resignation, and instead, it got more views with a quiz. So, you can make conclusions by yourself.
It Offers Valuable Information in an Engaging Way
Interactive content helps to make boring information fun and interesting. With interactive content, users get valuable information in an engaging way. Besides, if you have some difficult information to share, you can always make interactive content from it, so that it becomes easier to consume.
Moreover, interactive content allows brands to create strong relationships with customers. Users become part of the content creation process, which makes them part of the brand.
Interactive Content is a Great Way To Learn More About Your Customers
You can get to know your customers better with the help of interactive content. Quizzes, polls, surveys, all of these contain huge data about your customers. What they like, their interests and hobbies and any other information about them can help you in the targeting process and in making your product/service more valuable for customers.
Besides, this information can help you create more personalized content for each of your customers. You will understand what type of content they like more, what their needs and wishes are so that to offer them what they really need. This way you will be able to get more loyal customers and create deep connections with them.
It Can Help You Increase Your Sales
All the benefits mentioned above lead to having more revenue. Eash business’ goal is to get the highest revenue possible and interactive content can help you there. By having more leads and conversions, by understanding your customers better, you’ll be able to achieve all your business goals, including the increase of sales.
Why There is Still Little Interactive Content
After learning all these benefits you may ask why we don’t see so much interactive content online. The truth is that making interactive content is not easy. It’s very time-consuming and expensive. Big companies have the resources to create interactive content and they perfectly do it, but small businesses can struggle with it. It’s much easier to create passive content than interactive.
But if you have the resources, you must include interactive content in your content strategy. If you don’t, try to allocate the resources or find some way to create that content. Interactive content is always worth investing in. Besides, if the performance of regular content continues to decrease, all brands would have no choice but to switch to interactive content. And it’s better to start now, as you have the opportunity to create something different.
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