Why Do We Need Interactive Content More Than Ever?

why do we need interactive content more than ever

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Modern marketers produce interactive content to introduce their brands in a far more engaging way. You think interactive content is only limited to the entertainment industry? Think again.

What is interactive content?

Every day as you open your phones and surf the web, you probably have seen various content encouraging you to participate and give your opinion about something. That is interactive content. It draws people’s attention, persuading them to take action.

Instead of letting your customers watch or read your brand’s content passively, you can let them become a part of your marketing story through interactive content. It enables customers to give insights and obtain useful information about your products or services. In turn, it helps your brand to understand their preferences and interests which you can use to drive sales.

Statistics on interactive content

Don’t believe how interactive content helps your website? These stats help you realize how companies make use of content to bring their businesses to new heights.

  1. According to Marketing Charts, 43% percent of consumers prefer interactive video because it allows them to decide what video to watch and when to watch it.
  • According to DemandGen, 62% digital marketers are using interactive content to engage with their target audience.

When people mention interactive content, the biggest business hurdle will be developing VR or AR apps to go with it. However, what if we say you don’t need to study die hard coding and software development? You can make use of polls, quizzes, or live videos to make your content interactive!

There are plenty of tools out there to create interactive content such as plugins, quiz and poll generators, infographics, and even contests!

Advantages of interactive content

Interactive content is a perfect tool to provide information to consumers without drilling them. It uses interactive videos and infographics to introduce and educate them about your services in a non-upsetting way. 

Drives consumer engagement

Interactive content initiates relationships with consumers effectively. It drives them to interact actively and get involved with its content which can help raise your brand’s affinity and turn them into long-term customers.

Brings data

Today’s marketing is a data-driven world. With interactive content, you can collect data crucial in establishing an in-depth customer profile— allowing your brand to know what people want and need. Data is also utilized to improve products or services. Interactive content, therefore, enables you to speak directly to consumers and render better services to them.

Educates consumers

Consumers use the internet to educate themselves before buying something. And most of the time, they don’t want a brand forcing them to get their services, not because they don’t want to but because they’re not ready yet to make that decision. This is where interactive content stands out.

Generates more leads and conversions

Polls, quizzes, and calculators help users to land on their desired product. This process of personalization allows users to choose the product conducive to their needs. When people see personalized products offered to them, a brand earns more leads and sales conversions.

Holds more customer attention-retention

Interactive content holds your customers’ attention twice as static content because it’s interesting and informative. For instance, polls, surveys, quizzes, contests, or infographics will make people stop and react to it for a few minutes. This kind of engagement will also lower the website bounce rate!

Examples of interactive content

There is various interactive content out there with dynamics your audience might enjoy. Which one is perfect for your brand?

Personalized assessment and tests

Online assessments and tests are popular for various niches that determine your personality or lifestyle. For example, a lending company will ask for your financial lifestyle before loaning you the amount you need. Another is when health professionals might inquire about your diet and exercise regimen before deciding your personalized weight management plan.


Quizzes are one of the most famous forms of interactive content on the internet. You probably have seen, and even took, quizzes from Buzzfeed, right? During the last seven years, the most shared quiz has garnered 10.3 million social interactions. And most of it came from Facebook.

Quizzes can be a simple outcome-based quiz. Such as what Hogwarts House do you belong to or what character are you from the Avengers movie types of quizzes. Not only that it is exciting and captures attention fast, but it is also easy to create, help people feel better about them, and are very shareable.

Infographics and microsites

Infographics are a great way to communicate information engagingly and straightforwardly. However, as much as a static infographic is a fine choice, you want to offer users as many selections in revealing details about your brand. Through infographics and microsites, users can click and engage with different segments of the design interactively.

Polls and surveys

A poll that has a well-designed interactive interface is an excellent method to attract users to participate in data collection. Since surveys can be tiresome sometimes, interactive buttons and animation can encourage users to take and finish a poll or survey. It also gives them a sense of how their opinions and preferences matched to others.

Calculators and personalization tools

Online calculators allow you to compute figures and data with ease. Most calculators allow tabulation for time, cooking measurement, currency conversion, weight, height, taxes, loan rates, investment earnings, etc. Other online personalization tools are akin to automated sentence or story generator by inputting personalized messages, names, locations, etc.

Interactive videos and games

Live videos or clickable ones help consumers decide on a product or whether they want to continue viewing the content itself. Interactive content such as product sales, virtual exhibition, or virtual tourism showcase makes use of this type of video content. Interactive games are also on the front as game designers entice players to download games and entertainment apps as such.

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