With content overload a sign of our times, how do you ensure ‘thumb-stopping’, shareworthy content for your brand? One easy hack is to make sure the content is dynamic, visually rich and – most important – interactive! Adding a layer of interactivity to your content – blogs, posts, videos, graphics, podcasts, whatever – will add to brand recall and engagement. Even a simple quiz, for instance, becomes interactive content and can be a game changer for your brand. So if you’re looking to stand apart from the clutter, interactive content should be a crucial part of your communication strategy. Here’s how it will help:
Because of its very format, interactive content will only garner a reaction from those who are genuinely interested in your brand. And for those brands that are targeted at millennials, the good news is that this form of content appeals to this generation of short attention spans. An article about creating content for millennials states that interactive content “is new, it’s exciting and it creates a personalised experience. But it also benefits your brand. Interactive content pushes your user to pay more attention, which gives you a chance to drive your message home quickly.”
When a brand offers its consumers content in the form of quizzes, polls, dynamic infographics, games or contests, it allows them to actively participate – this is one of the best ways to engage your audience and enhance customer experience. Take BuzzFeed for example. This hugely successful online media, news and entertainment company relies on interaction to increase engagement and build brand awareness. According to them, a whopping 96% of users who start sponsored quizzes will finish them.
The objective of creating engaging content for any brand is to ultimately convert users into consumers of your product or service. And the longer a user spends interacting with your content, the higher their awareness about your brand and consequently, higher the chances that they may actually purchase your product or service. In an article giving examples of interactive content done right, a digital marketing director says, “interactive content is being slept on big time in terms of its potential to skyrocket conversion rates for both lead generation and ecommerce websites”.
In the same article, it says that interactive content is a channel that enables users to send direct feedback to brands. With this feedback, you immediately know what’s working and what’s not. And because interactive content provides a highly-linked experience, it also becomes a linkable asset on your website.