Everyone in today’s world would have used social media at least once in their lifetime. It has quickly become a companion you take with you everywhere you go, from concerts to the washroom. Have you ever come across content that is so instantly hooking that you find yourself scrolling through the feed without a care in the world? Well, that is because of interactive content.
The name itself explains all about it. If you are a business owner and want to expand your reach through numerous social media platforms, you might want to consider creating interactive content that hooks and lures your audience. Let’s take a look at everything you need to know about interactive content.
What is Interactive Content?
Interactive marketing content is content your target audience can actively engage with. It is more dynamic in terms of content, as it encourages audience engagement through games, quizzes, polls, and so forth.
According to Statista, in today’s fast-paced world, over 4.26 billion people worldwide use various social media platforms, and this number is projected to reach six billion in 2027. This number is a clear indication of the power social media and content have on businesses.
Interactive content, when combined with consumer-targeted content, can help your brand stand out from the crowd. It seeks to establish a genuine business-to-consumer (B2C) relationship that goes beyond lead generation and includes making long-term investments.
You aren’t employing interactive digital marketing if your content does not have direct relationships or exchanges between your brand and its target audience. To put it another way, interactive marketing tools that are used effectively are all about the content while also having just the right amount of flair.
Given below are a few examples of interactive content.
- Surveys and Polls
- Interactive White Papers and Ebooks
- Interactive Infographics
- Augmented Reality Overlays
- Personality tests and Assessments
- Giveaways and Contests
- Interactive Timelines
- Interactive 360° Videos and Walkthroughs
Is Interactive Content the Path to Your Brand’s Success?
As the popular saying goes, “content is king”. This saying has been proven for more than a decade. According to a study, it was found that only 45% of webpage clicks receive more than 15 seconds of focus. People are no longer interested in reading; they just skip through to see if the content is worthy enough of being read. This is exactly why your brand should integrate interactive content as a marketing tool.
Interactive content performs better than conventional content since it is more engaging. Consumers are encouraged to compete, compare, test themselves, ingest information more quickly, and get benefits quicker. Furthermore, it may be very immersive. For example, interactive video creates a unique user experience by connecting the dots between traditional video and artificial intelligence.
According to 81% of marketers, interactive content attracts customers’ attention more strongly than static material.
Some of the best examples of interactive content tools include Ion interactive, Contentools, SurveyMonkey, Thinglink, and many more.
We Complied Stats from Hubspot and This Is What Marketers Have to Say About Interactive Content
If you are wondering whether you should include interactive content platform in your marketing strategy, have a look at the compiled data from Hubspot about what the industry leaders have to say.
- Currently, interactive content is used by 62% of B2B marketers. (Referring to DemandGen)
- The amount of engagement for interactive material is doubles that of static content. (Referring to DemandGen)
- According to 77% of marketers, interactive content has “recyclable” value. This entails returning to a place and interacting with a brand repeatedly. (Referring to Content Marketing Institute)
- 75% of respondents concur that non-gated interactive content can offer a “taste” of the brand and increase lead nurturing. (Referring to Content Marketing Institute)
- Due to the flexibility, it offers in terms of choosing what information to view and when to view it, interactive video material is preferred by 43% of customers above other types of video content. (Referring to MarketingCharts)
How Can You Steal Netflix’s Interactive Content Strategy
As part of their Black Mirror series, Netflix debuted its first interactive movie, “Bandersnatch,” in November 2018, aimed at adults. The video lets viewers interact with it and select the plot they wanted to see.
The movie grabbed the attention of tons of viewers and it was all over social media like wildfire.
Netflix knows how to get viewers interested in its content. Giving audiences options is the best method to ensure that they engage with content, whether it’s an interactive quiz that helps them choose the best location for their next holiday or a choice of ending in their favorite program. Audiences have become more impatient with inert experiences.
Providing audiences with a sense of independence is a great way of ensuring success. Netflix used this strategy to prompt viewers by letting them choose the fate of their favorite characters.
Additionally, it was discovered that interactive content drives 47% more view time than normal videos.
Following this, other automobile giants such as Mercedes Benz also ventured into the space of interactive content. Mercedes-Benz was interested in enhancing activity on its social media platforms. They made an interactive calculator and included it in their Facebook advertisement so that viewers could estimate the cost of their insurance premiums. Within seven days of going online, this advertisement assisted them in amassing 6.7k likes and many views.
You can add interactive components like polls and surveys, multimedia, and the encouragement of comments and queries to your content in a variety of ways. Text can be broken up with multimedia components like graphics, video, and audio to keep readers interested. A wonderful approach to collecting input from your audience and discovering more about their interests is through polls and surveys. Finally, viewers can contribute to the debate by leaving positive comments and inquiries.
Interactive Content: Your Way Or the High Way
An effective content strategy will always be a key component of a successful digital marketing plan. The next development in content marketing is interactive content. Despite constantly exposing consumers to content, interactive content manages to maintain their interest by allowing them to choose and collaborate.
People engage actively with content when it is interactive. They are no longer just mindless customers. People want more than just binge-watching shows, they want to engage and be a part of the content. Hence it should come as no surprise that interactive content will rule the future.
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