March 8, 2021

Interactive content drives customer engagement. Here’s how

interactive content

Interactive content, as the name suggests, is a unique form of content that actively encourages users to engage with it, instead of passively consuming it as in the case of blogs or articles. It creates a unique experience for users as they become a part of the brand’s storytelling process and is likely to stick in their minds for longer


Why does interactive content work?

An industry study revealed that:

  • 93% of marketers think that interactive content effectively educates users about their brand versus just 70% for static content.
  • 88% agree that interactive content helps differentiate their brand from their competitors.
  • 81% agree that interactive content is better than static content at grabbing users’ attention.

These numbers are very telling, so how exactly does interactive content benefit brands?

It gathers more user data: In today’s data-driven world, interactive content helps you get accurate and relevant customer data as the users themselves volunteer the information. You can use this to create highly targeted and effective campaigns.

It captures user attention: Let’s get real. There’s a sea of content out there, but our attention spans are dwindling. So, standing out can be a major challenge. In an endless sea of brands giving users the material to consume, interactive content can actually make them stop scrolling and start thinking.

It generates higher engagement: Engaging users has never been more important. Interactive content draws people in and stimulates a reaction. It encourages them to participate, and if the content is compelling enough, even share it with friends and peers.

It creates personalized experiences: Interactive content creates a more personalized, immersive, and fun experience for users and makes them feel important. This means they are less likely to forget the brand behind it anytime soon.

It increases brand loyalty: As you learn more about your users and create content they love, it builds trust for your brand. Over time, it creates a top-of-the-mind recall that lures users to the brand every time they want to make a purchase.

What are the types of interactive content you should bet on?

To help you get started on your interactive content journey, we have listed 6 common interactive content formats that work:

1. Quizzes: How many times have you taken random BuzzFeed quizzes that tell you where you will live next based on the four-course meal you choose? Doesn’t make much sense, right? But we are nevertheless compelled to take these quizzes time and again. Quizzes work because they are fun. They are also highly shareable as users challenge their friends to take them too, thereby helping to create brand awareness and increasing the user base.

Pro tip: Use customizable platforms such as SurveyMonkey to create your quizzes, and don’t forget to add Instagrammable pictures that catch the eye.

2. Polls: Polls are most suitable when you want to know what the user is thinking and what they want. Polls also help you collect precious user data that you can use to create targeted campaigns. This data is highly reliable and accurate because it comes directly from the users.

Pro tip: Keep your polls short so they don’t bore your users. Also, think of a way to incentivize participants if they complete the poll.

3. Interactive infographics: Infographics are a great way to make boring statistics interesting, highlight trends, and create awareness. Using interactive infographics takes things to the next level. They allow users to modify, control, and explore data the way they want, enabling more stickiness.

Pro tip: Platforms such as Infogram make it easy to create interactive infographics. You can also animate them to make them more appealing.

4. Calculators: Calculators solve users’ problems and give them instant answers. For example, if someone is looking for a loan, a bank’s online calculator can quickly tell them the interest rate, EMI, and tenure. This gives users the control to decide their loan journey and makes them more open to approaching the bank for a loan.

Pro tip: Calculators should be as simple as possible, with just 2-3 data entry requirements. Having to do complex math can be a big turnoff.

5. Games and contests: Everyone loves games; they’re fun and help with relaxation. You can devise puzzles, memory games, word games, riddles, and more. You could also hold contests with these games and incentivize users with giveaways. Games help engage users, enable lead generation, and ensure they come back for more.

Pro tip: Keep the games extremely simple, with a medium-to-high likelihood of winning (especially if it’s not a major giveaway). You want your visitors to win and feel good. Complicated games will only frustrate them.

6. Interactive videos: Videos are generally better than text at holding people’s attention. Interactive videos are a great way of storytelling, while still giving users control. For example, an interactive video can let users decide what the main character chooses to do or how the story ends.

Pro tip: Interactive videos can be complicated to execute. Hire a professional to get it right.

There is so much to do in the world of interactive content, so keep brainstorming on new content marketing methods to get your customers talking about your brand. Inspired by one of the methods outlined above? Put it to the test right now!

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Contributors:  Aishwarya Krishnamurthy, Sanchea D’Souza and Swapnil Adsul