Have you ever started browsing, only to stumble upon a personality quiz, take it, and find out what your coffee order says about you? If you have, then you know how fun these quizzes can be. This is the magic of interactive content. Gone are the days when content only had to be informative to captivate the audience. The rise of social media and AI content creation has decreased our collective attention spans. If you want to hold your audience’s attention and increase your engagement and conversion rates, your content must be fun and interactive. But what is interactive content and how can you use it for your business? Let’s dive in together.
What is interactive content?
Interactive content is any type of digital content that makes the audience actively engage with it by clicking, typing, dragging, or selecting an option. This makes the experience of consuming content more dynamic for the audience.
This is a more active experience compared to static content (like blog posts, videos, and images) where the audience passively reads or views the audience.
Some examples of interactive content include polls, quizzes, games, and augmented reality experiences. Interactive content not only captures attention but also encourages a deeper involvement.
Why is interactive content a powerhouse for conversion?
Interactive content is all the rage right now and for all the right reasons. It’s a powerful tool for marketers to improve their bottom line. Using interactive content leads to
High engagement rate
Interactive content encourages audience participation which makes it way more engaging than static content. Since the audience is actively interacting, there are fewer chances of zoning out.
Increased brand loyalty
Interactive content creates a more impactful and memorable experience for your audience. This makes them feel more connected to your brand and improves brand awareness and loyalty.
Better user experience
Since interactive content is dependent on audience input, it’s often more personalised than static content. What your audience selects influences the next step which gives them a much better user experience.
Better lead generation
You’re more likely to generate leads with interactive content than static posts. Interactive content tools like quizzes, surveys, and calculators give real value to the audience. This makes them more willing to fill out their content information in return for viewing the result.
More efficient customer acquisition
Interactive content is great for nurturing prospective customers at every stage of the sales funnel. You can give your prospects personalized communication and experience by using interactive content. This will build trust and strengthen your relationship with them till they’re ready for purchase.
Interactive content is a powerhouse for boosting engagement, conversion rate, and revenue. It can drive brand awareness, and loyalty, and help you create a strong relationship with your customers.
What are the different types of interactive content you can use?
There are many types of interactive content that you can use for your business. They all have their unique benefits and instances where they shine. Of course, what’s best for your business depends on your niche and goals. But the most popular and effective types of interactive content are-
- Polls
Polls are great for quickly understanding your audience. They help you understand their opinions and provide you with valuable insights about their behavior. Plus since the audience can also view the results of the poll, they usually have a very high engagement rate.
- Quizzes
Quizzes are like polls except that they are more detailed. They can be fun like BuzzFeed quizzes, where the goal is to engage the audience, induce sharing, and drive traffic to the website. Or you can use them as top-of-the-funnel tools to engage and understand prospects.
- Calculators
Calculators are another amazing top-of-the-funnel tool. They provide your users with a personalised answer to their unique pain paint. This helps in generating qualified leads for your business.
- Shoppable videos
Interactive or shoppable videos have taken the e-commerce industry by storm. It’s easy to understand why. Shoppable videos have twice the engagement rate of traditional videos and 40% of marketers now them for ads.
Shoppable videos are videos that allow users to interact with them. Some examples are videos with an ‘Add to Cart’ button on them which lets users add the products featured in the video to their carts directly.
- Gamification
Gamification means incorporating game-like elements into your content. This includes challenges, rewards, and competition, and more. We are naturally inclined towards competition and achievement. Gamified content motivates users to act and engage with your business. ‘Spin the Wheel’ is a popular example of gamified content.
- Augmented reality (AR)
Augmented reality provides users with an immersive and interactive experience. It integrates digital elements into the real world. Augmented Reality (AR) works really well for product demos and virtual try-on shopping experiences.
How to create interactive content for audience engagement?
Interactive content is becoming more and more popular among marketers. That’s hardly surprising since interactive content gets 52.6% higher engagement than static content.
So here’s how you can start using interactive content for your business.
Step 1- Define your goals
Why do you want to create interactive content? Do you want to improve website traffic? Are you trying to generate high-quality leads? Or do you want to increase the engagement rate and the time spent on your app? Defining the goals will help you ensure that your interactive content strategy is tailored to your business needs.
Step 2- Choose the right type of interactive content
As we’ve covered, there are many types of interactive content. They all have their strengths and weaknesses. Your industry and business goals will help you decide what will work best for you. For example, calculators generally work well for fintech companies.
Step 3- Cover the basics
Make sure you cover these basics-
- Your interactive content is visually appealing. Audiences are attracted to good graphics, design, and videos.
- You are giving your audience with entertainment or real value. Your interactive content should be fun and/or informative. One is okay. Both are great.
- It’s mobile-friendly
Step 4- Implement, test, and iterate
Once you launch it, you’ll be able to gather feedback and find areas for improvement. Make sure you’re using analytics tools to track audience engagement and behavior. This will help you optimize your interactive content.
That’s all you need to do to start using interactive content effectively. Always remember the goal is to provide your audience with a memorable experience to make them feel connected to your brand.
Interactive marketing strategies are the future of e-commerce
Consider these jaw-dropping statistics-
- Interactive content gets 52.6% more engagement than static content.
- 43% of consumers prefer interactive videos over traditional ones.
- Marketers are investing 14% of their total marketing cost in interactive content.
- 47% of marketers say that interactive videos are in the top 3 types of videos for maximizing engagement.
Interactive content is a great tool for marketers and advertisers. Businesses across all industries, including e-commerce, healthcare, B2B, and fintech, use it to improve engagement, conversion, and brand awareness.
But where interactive content shines the brightest is the e-commerce industry. Many e-commerce businesses are using interactive content like shoppable videos to drive traffic to their store, increase ‘Add to cart’, and increase conversion.
Do you want to boost your revenue with interactive videos? Talk to us.
