What is interactive content?
Interactive content is the one that allows the user to perform an action on it. The user explores the information presented and interacts with it, giving rise to different ways of going through it.
This way of presenting our content gives rise to several Benefits for the brand:
More engagement and interaction. By creating interactive content, we make it easier for audiences to play and explore in different ways, leading to personalized results. This is an added incentive for users to stop consuming and interacting with our content, ensuring they don’t go unnoticed and increasing subsequent brand recall.
Differentiation. As we mentioned before, many brands today are doing some type of content marketing. Providing an interactive experience is a big differentiator, which helps us to offer more value than the competition and increase the attractiveness of our marketing.
Data collection on the target audience. With interactive digital content, we can measure the reactions of each audience and know which options they choose most often. Being dynamic content, we can even personalize the user’s journey based on their responses. All of this allows us to get real-time feedback that helps us get to know our target audience better.
More qualified prospects. Interactive content allows us to capture more leads, since we invite the user to find out what we want to say to them. At the same time, the user’s reactions to the interactive experience itself provide us with a great deal of information about their behavior and preferences. The result is that we will be able to attract more users and we will know more about them, which makes it easier to implement strategies of lead score Yes lead maintenance.
7 types of interactive content that work
1) Interactive infographic
According to Single Grain, 40.2% of traders say that infographics are the best visual format for engaging with audiences, outperforming videos, presentations and data visualizations.
the infographics They have been one of the best content marketing formats for years, but like all types of content that are becoming popular, the competition is very high.
Adding interactive elements to infographics helps grab attention and encourages users to explore the data and share the result. Additionally, by having to be actively involved, users remember information better, making it a very useful resource for educating your target audience.
2) Interactive videos
the video it is a very immersive, which makes it ideal for sharing information and provoking emotions. The interactive video goes even further, allowing the viewer to choose their own adventure and live a unique experience. According to Wyzol, 21% of marketers using video plan to add interactive videos to their strategy in 2020.
One of the earliest examples of this format was Tipp-Ex’s famous “Hunter Shoots a Bear” campaign, in which users could write whatever they wanted the hunter to do to discover many different endings.
the calculators They require minimal investment of time and effort on the part of the user, but in return they offer a lot of useful information. They are a very interesting option for general tracksbecause they are usually aimed at people who are already considering different options and want to get a feel for their impact. For example, in the banking industry, mortgage calculators are very common, with which the user can calculate the entry and the monthly payment and is encouraged to request more information from the entity.
In the interactive quizzes, the user answers a series of questions, which may change depending on their answers, and at the end, receives a personalized response according to the preferences indicated.
Questionnaires can be tailored to suit all kinds of themes and tones, from researching the user’s investment risk profile to the meme that best represents them. These are generally very attractive content for users, which generate virality by promoting the sharing of results and provide a lot of data to the brand.
5) Interactive emails
the email advertising It has been giving excellent results in content marketing for decades thanks to its great adaptability at the time. And of course, that includes the incorporation of interactive digital content.
Email is a unique communication channel as it allows us to reach users one by one with highly personalized messages. There are many options to enrich them with interactive content: videos, surveys, graphics, navigation menus or games. According to Campaign Monitor, incorporating interactive content into emails increases open rate by up to 73% and CTR by up to 300%.
6) Product recommendations
The recommendation engines They use algorithms to filter user data and deliver the most appropriate products for each user and in each context. In recent years, it has become an essential resource for e-commerce.
To further personalize the recommendations and increase interaction, we can combine them with a questionnaire. Through a series of questions, we find out how the user’s needs match our brand and offer recommendations tailored to their situation.
7) augmented reality
Another trend that has triumphed in the world of digital interactive content is augmented reality, which incorporates virtual elements into the real world. This concept became famous on a large scale with the Pokémon GO game, but its marketing applications They go much further, from the look of furniture you want to buy in your living room to trying on clothes and sunglasses without leaving the house.