Boost Audience Engagement With These 10 Types of Interactive Content
When it comes to the world of content marketing, your number one priority is always going to be engagement. Engagement is what separates the successes from the failures, the brilliant ideas from the thundering duds. Views are passé and frequently unreliable as a metric for measuring conversion. But engagement, the clicks and likes and comments that show potential customers genuinely interacting with your content, is a surefire way to figure out if what you’re sharing with your audience has made an impact. Fortunately, in our digital era, there are more sophisticated methods than ever for generating user engagement. One is video production, but another that takes full advantage of modern technology’s potential is these interactive content types.
Unlike static content (blog posts, PDF’s, landing pages, social media posts, etc.) that stays self-contained without the audience’s participation, interactive content produces highly-engaging experiences for potential buyers. Read this blog and watch out for the abundant interactive content types!
Statistics support this assertion. While only around 60% of marketers have adopted interactive content so far, its popularity has begun to rapidly spread. 93% of marketers already believe that interactive content is more effective that static content at educating potential buyers about a product or service. More importantly, interactive content has been shown to generate twice as much conversion as static content does, which means twice as much return on investment (ROI) for your brand.
No content marketer can afford to ignore numbers like that, so why let the burgeoning field of interactive content pass you by? Here are ten types of interactive content that your brand can explore to engage with audiences in a totally new way!
Of course, we would start our list on interactive content types with Quizzes! Any Millennial who came of age in the mid-2000s remembers the inescapable popularity of lo-fi, teen-oriented quizzes. Well, that trend is back in a big way thanks to the explosive rise of social media and aggregator sites like Buzzfeed. In fact, studies say that almost 96% of users who start a Buzzfeed quiz finish them. Beyond how popular they are, quizzes are also a great way to gather information on your audience (like a gamified version of a survey) or to educate them on particular aspects of your product/service. If you were a streetwear company, for example, you could do something along the lines of “Which T-Shirt Brand Are You?” to illustrate the different styles you keep in stock.
What Makes Quizzes So Great?
Quizzes are a great way of informing the user of your brand. Even without browsing through your website, they would get a fair idea of your objectives and products. Quizzes increase your customer engagement and help you in creating a target audience. They provide an easier and more efficient way of market research and increase your chances of lead generation. With the help of quizzes you can find out the needs and preferences of your audience and target them accordingly! Quizzes have changed the game of a lot of companies. And we’re sure that it’s not going away any time soon.
Let us illustrate our point with an example.
Futrli is a company that helps small businesses make decisions about their future. In this Outcome Quiz by Outgrow, Futrli helps the user decide which kind of product would be best for them. The quiz is fun, well-made and had good questions. And the interesting part is, that this experience delivered a conversion rate of almost 85%, converting a great number of leads for the company.
How can we list the different types of interactive content types without mentioning calculators? When a potential buyer is looking at a new brand, one of the biggest questions in their mind will always be: “Is this really worth my time and effort?” With an interactive calculator, a huge portion of their initial purchasing stress can be carved away immediately. Just by typing in a few numbers or selecting a few easy variables, calculators let your potential buyer figure out important information. They would otherwise need to consult with a specialist about: The cost of a service, for example, or a delivery timeline. Remember, whenever you save a customer any effort, you generate goodwill towards your brand and reduce the amount of work necessary for conversion.
When you give your customer access to a calculator, add value to their experience. You are providing them a relevant incentive in exchange for their contact information. This not only increases your lead generation but also your chances of retaining that potential customer. Because of their personalization, calculators are highly engaging and attract a lot of traffic. Interactive calculators have a conversion rate of over 40% as compared to just 2-12% for landing pages.
SISU, a real estate and mortgage sales dashboard decided to use Outgrow interactive content as a means to increase conversion. They made this calculator using Outgrow that gives the client their pricing depending upon how big or small the team is using the quick survey. Using Outgrow simplified their on boarding process and made it more appealing. And these measures increased their lead generation by 200%.
This interactive content type is a little more complicated, making your video content interactive has been shown to dramatically boost engagement, viewing time, and conversion. Interactive video is exceptionally powerful at giving potential buyers a sense of control – and by extension, a sense of connection to your brand. Whether it’s a linear story with branching paths or a hotspot-enabled clip that allows viewers to highlight certain on-screen products, your interactive video will keep audiences watching longer and clicking through more consistently.
Interactive videos not only allow your audience to learn, but also allow you to know their choices. You can link your videos to exclusive content and drive traffic to your desired pages. Including a call-to-action button is always a good idea in a video. And have an interactive video always results in longer viewer attention towards your content.
This video has been made by Eko. an interactive storytelling platform. Buzzfeed Tasty collaborated with Eko to make a series of interactive videos. These videos allow the user to make recipe choices for themselves and create their own dish. Following these videos, Buzzfeed Tasty’s subscribers, likes and followers increased by a substantial amount. You should definitely check out their videos and make your own cupcakes!
Forget dull, static charts. With demand for infographics continuing to increase over the past several years, now is the time to take your graph game to the next level. Let your potential buyers sift through statistics at their convenience with axes that they can control, or create an immersive map that recommends certain restaurants or shops to customers based on their input. All the hard data of a Whitepage can be brought to life via interactive touchpoints or animation, allowing you to communicate those same essential details in a much more exuberant, viewer-friendly manner.
Apart from the fact that they are eye-catching, this interactive content type enhances your SEO optimization. You can fit a large amount of information in a smaller space, which makes it easier to share, and thus increases your visibility of a social platform.
Musicmap is a platform that provides the ultimate genealogy of popular music genres, including their relations and history. It created an interactive infographic where touching on each colour bag provides you information about a different genre and period of music.It made their website more appealing and interactive to their audience.
What separates interactive content from static content is the degree it allows the audience to have their opinion heard. With polls, a potential buyer can make one simple click and watch it generate an impact in real-time. Poll forms are discreet, low-key, ultra-intuitive, and encourage engagement in a non-pushy way.
Here’s what polls really help you do – They help you reach a wider audience. Answering a poll is a very simple and quick way of making your audience to interact with you. And trust us, everybody likes to give their opinion about everything. Just the way we’re doing now! They also allow potential buyers to gauge where they fall in the grand scheme of your customers, gently drawing them into your brand’s community.
Unicorn Politics made this poll using Outgrow. Unicorn Politics was created to share the latest stories and news about US politics and politicians. The poll asks a single question, about whether the government should be the primary service provider for the internet. This poll received a lot of visits and a conversion rate of almost 75%!
Most websites have begun to use chatbots as a part of their customer support and it has only made lives easier. Chatbots are fun, engaging and informative. They don’t only save your time but also increase your customer base and provide greater customer satisfaction. The chances of errors are reduced and they often crack a good joke or two.
We’ve all had our fun with Siri and Alexa, whether it was to choose an outfit for the date or a song to dance to. Chatbots have helped companies save money and the lives of customer support representatives. Chatbots are not only helpful here but also when it comes to the task of providing insights. While talking to a customer, chatbots are really helpful in monitoring customer date and tracking purchasing patterns and consumer behaviors.
Amtrak created a virtual assistant chatbot named Julie. Julie helps customers find information on train reservations, stations and route information. Also, it provides information about the rewards programs that Amtrak provides.
Since the implementation of Julie, Amtrak has seen an increase in bookings by 25%, saved $1 million in customer service email costs. That is besides a 50% growth in user engagement, and increase in the per booking revenue by 30%.
This is a fun and interactive chatbot that pertains to questions about wedding planning. It asks you about your requirements, your budget, your extra needs. And once it has your contact information, it will make you recommendations for the kind of wedding you should have, as per your needs.
7. E-Commerce Recommendations
Who doesn’t want to have their own personalized Amazon on the go? An e-commerce recommendation system allows you to ask questions to filter a wide set of products and services and offer advanced recommendations. Wouldn’t it make it easier for you to find out what you should wear to that date tonight?
Camille Rose used Outgrow to make an e-commerce recommendation system. They asked various questions about the customer’s skin type and needs and offered them products accordingly. We see how they’ve also used a CTA button in the results that will incentivize customers to increase purchase intent. This e-commerce recommendation received over 58000 visits!
Recommendation systems do a better job of converting shoppers to customers than if they had to look for each product separately. They do so by engaging the customer in a more interactive way. Recommendation systems are able to get involved more deeply into the products without having to perform search after search. They also reduce workload and overheads. The e-commerce boom has made the online environment more competitive and recommendation systems have been a great help.
Giving rewards is always a good idea, as we can learn from a puppy playing fetch. Giveaways have proven to be a great marketing technique. Through giveaways, you can give rewards in the form of free products and services. You can activate leads by asking people to share your content. Giveaways are a great way of engaging customers. They provide an incentive to your customers in return for increasing your customer base.
You can save money on marketing. Thus, making things cost-effective. You only have to factor in the cost of the prize, the marketing channel and the time you spend on the process. It increases your brand image because you offer your audience something in exchange for a little effort. This builds a more trustworthy image of your company and your name. And at the same time, you have a little fun too!
We don’t want to be the teacher’s pet but assessments are fun for sure! Assessments are a great interactive content type in which you provide scores based on how a user answers questions. This interactive content type can be used with tests or graded quizzes. They enable the marketer to offer more content to the target audience and urge the participants to share their outcomes with each other.
They allow the participant to know where they stand vis-a-vis other participants. Thus, customers are more motivated to take these assessments. Graded quizzes lead to increased lead generation and customer engagement. They improve your brand image in the eyes of the participant and provide them with more information without any extra effort.
GYPY used this assessment quiz made by Outgrow to increase their customer engagement and traffic. This quiz is an easy 9 questions. And also provides a quantifiable score on where the listing stands. They placed the lead generation form before their results. Also, they offered to send detailed reports for the listing. This kind of incentive-based incentive based behavior really worked out well for them. The company saw an increase in conversion rate of over 40% due to this kind of content.
Surveys are a great way of collecting information about your potential customers. In fact, this interactive content type is low-cost, convenient methods of gathering a large amount of data. Polls are used to getting to know the opinion of a large group on one thing. Surveys, on the other hand, are used for evaluation.
This data can be put in one place and analyzed. They help in customer targeting and building buyer personas. Surveys allow you to collect an objective feedback from your existing customers and their preferences. Thus, allowing you to make the necessary changes to your product or service. You hardly spend any money and gather statistical evidence to move ahead with your next step.
This is a survey about how much changes to sick days affect people. This survey got almost 200K visits and that’s something!
These ten interactive content types are not a cure-all. But they will elevate your brand to the next level of audience engagement. So why settle for a static image that viewers can easily scroll by, or a bullet-pointed PDF when interactive content will encourage your potential buyers to click and vote for your brand?
Leland Frankel is an award-winning film-maker and contributing writer for Lemonlight. Lemonlight empowers brands by crafting high-quality, affordable video content that enhances their marketing and tells their story in an inspiring, authentic, and unique way.