What Is Interactive Content and How It Can Boost User Engagement

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Everyone wants to one-up their competitor’s content marketing strategy, but with millions of content flooding the internet, it’s altogether challenging.

So, to stand out, your content needs to be extra special or, even better, interactive.

According to the Content Marketing Institute and Ion Interactive, 81 percent of marketers conclude that interactive content is more effective than static content in grabbing people’s attention.

Moreover, about 90 percent of marketers declared that interactive content effectively distinguishes their brand from competitors (SnapApp).

It seems the battle cry of every marketer has been long since altered to: “Interactive content is king.”

To further help with your interactive marketing, social media strategy and customer engagement, we’ll cover the following topics:

• What is interactive content?
• Types of interactive content
• The benefits of interactive marketing
• Interactive social media posts ideas and tips

What Is Interactive Content?

Interactive content is any content that calls and encourages its viewer to interact or engage with it. This type of content transforms consumer experience from passive consumption to active engagement.

Types Of Interactive Posts

All types of interactive content are designed with the same intent to get the reader to take action. Here are some of the most popular types that generate the highest user engagement:

Calculators and Assessment Tools

An interactive tool such as a calculator can help you nurture your audience. There are a couple of tools that come in this form:

• Service pricing calculator
• Discount or savings calculator
• Quantity calculator
• Return on investment or ROI calculator
• Budget planning calculator
• Measurement conversion calculator

Above is an example from Allrecipes. In this case, they used a quantity calculator for recipe ingredients. You can set your desired serving, and it will automatically calculate how many of the ingredients you need.

At the bottom, you’ll see a seemingly convenient call to action (CTA) that will lead you to sign in, providing them with your information.

With the tool, Allrecipes improved its user experience and customer engagement while boosting lead generation.

Polls and Quizzes

These two are the most common interactive posts. For example, we have witnessed companies like BuzzFeed bank on interactive quizzes for audience engagement.

And BuzzFeed is not doing it blindly because 96 percent of users who start its quizzes finish them. Moreover, most of these users share their quiz results on their profiles, further building BuzzFeed’s social media engagement posts.

You can imagine the compounding social media engagement BuzzFeed was getting from these interactive posts.

This particular quiz from BuzzFeed is one of its top-performing quizzes and was answered by over a million users, unlocking the high engagement interactive posts usually generate.

And not only did the company get high engagement, but all its social media engagement posts also allowed BuzzFeed to gather valuable information from its users.

Infographics

An interactive infographic is an informative graphic that has elements of interactivity. Often, these elements are animations triggered by a click or scrolling.

This type of interactive content allows the viewer to consume the information at their own pace.

Take “FMVIZ: Face mask visualization” as an example. Instead of providing overwhelming data at first glance, they visualized face mask data through an interactive infographic. As a result, users can hover over the elements to get more information, improving audience engagement.

Video

Interactive videos allow users to engage with the content to deliver a particular action. The simplest yet most immersive example is a 360-degree video where a viewer can control the viewing direction or angle.

A more sophisticated example is Honda’s ad campaign, Honda: The Other Side. It was hailed the coolest car ad of the year and bagged several video advertisement recognitions in 2015.

Viewers can press “R” any time while watching the video to toggle between two parallel stories that showcase the Honda Civic and its Type R model, providing a unique customer engagement.