You start your day procrastinating on Buzzfeed, taking their new quiz about what type you would be in a salad (yes, that actually exists). You eventually start working, researching and reading interactive graphs for your proposal to be presented later in the day. Finally, you see a flight offer popping up on your Facebook to China, your dream destination. The price is not in your currency, and you quickly look up a currency converter to see how affordable the offer is. Your day has one thing in common, besides grave procrastination, the content you consumed was interactive.
What exactly is Interactive Content?
Interactive content allows the customer to engage with the content. Instead of passively observing, the customer enters the story and influences the results. Interactive content creates an experience for the viewer, and the content automatically becomes more memorable to him.
Interactive content is essentially anything that requires the viewer to take action. Through technology the becomes a part of the story.
Interactive content solves certain problems digital marketers face.
People’s attention spans are short in a hyperactive online world. Interactive content captivates users’ attention better than regular and keeps people’s attention for longer.
It’s harder to stand out now on the Internet than it was before. Interactive content is still relatively new and makes you stand out with memorable, engaging and more personalised experiences.
It’s harder to attain people’s contact information with an opt-in form. Interactive content plays with people’s curiosity – people are more likely to signup to get personalised results.
The Different Types of Interactive Content
There are different types of interactive content, here’s an overview.
A quiz is usually short and easy to take. It challenges, entertains and engages people, and at the end, it provides results based on replies. An example of a quiz is ‘What Game of Thrones character are you.’ Quizzes tend to be shareable and taggable on social media due to its light and often humorous content. Quizzes are excellent to gain new leads and grow your email list.
There are different kinds of quizzes such as knowledge quiz, quiz contest, video quiz and a shopping quiz. Read about the types of quizzes here.
Try making your quiz at Dot. Click here to get started.
Assessments are great evaluation tools that provide personalised feedback to the user. Assessment can suggest how to improve people’s or team’s work, even show how people stack up against peers.
Assessment includes questions about a specific topic, questioning how people work, spend their time or test their knowledge in their field. Assessments are optimal to gain new leads and grow your email list.
All the questions answered is customer data you can use to further market with. It helps you get to know your client’s preferences, interests, strengths and weaknesses.
There are different types of assessments such as a knowledge test, a personality test, a skill assessment, educational assessment and best practices assessment. Read about 9 assessments ideas for your B2B marketing here.
Try making your own assessment at Dot. Click here to get started.
3. Product Recommender
This is the virtue of a virtual shopping assistant. The user is asked questions and based on the replies, led to the best suitable product for his needs. The product recommender works for many purposes, such as retailers or webshops. Product recommender helps to engage with your clients and boost sales.
Take a look at how Signature Scents by Hand helped their customers to discover the right perfume and encouraged them to order it from their webshop here.
Try making your product recommender at Dot. Click here to get started
4. Interactive Video
While in traditional videos the user watches passively, the interactive video engages him in the story and enables him to be a part of creating the story.
Interactive videos usually involve engaging people in the video, either with questions that determine how the video ends, polls, or clickable ‘tags’ or ‘hotspots’. On mouseover, those tags reveal more information such as price, description, and a link to purchase a product or sign up for something.
Interactive videos are beneficial for understanding your audience better, segmenting and personalising the customer experience and presenting multiple call-to-action options without overwhelming your viewers. You can also gate certain parts of the video to grow your email list and generate more leads.
According to the Cisco Visual Networking Index: Forecast and Methodology, 2016–202, video traffic are estimated to count for 82 % of all consumer Internet traffic in 2021.
With an increase in video usage and better technology, it is only rational for the product to evolve and interactive videos are a part of that development. By delivering drastically higher engagement, ROI and more personalised information about clients, it will be hard not to adopt them into a marketing strategy in the years ahead. In a recent Wyzowl report on ‘The State of Video Marketing in 2017’ 92% of marketers even said that Interactive video was an effective marketing tool.
Try making your own interactive video at Dot. Click here to get started.
A prize-driven interactive contest is a go-to tactic for many marketers. The chance of winning a prize gives people the incentive to participate, thereby accelerating brand awareness, social engagement and email-list growth for companies.
You can use many different interactive formats to make contests more exciting. You can use giveaways to encourage your customers and for you to learn more about them. There are different types of contests such as video contests, refer a friend contest, vote to win contest, a quiz contest and others. Learn more about different contests here.
Try making your interactive quiz contest at Dot. Click here to get started.
Interactive countdowns can create a buzz leading up to an upcoming event. It can be holidays like Christmas or shopping days such as Black Friday. Even company anniversaries, special events, seasonal sales or festivals.
Advent Calendar is like the ones you remember from your childhood, only digital. A company can provide discounts for their product behind each door. This is a great way to make the most of the holiday spirit, create a buzz and ensure your clients come back every day for 24-days. Holiday Calendars like these are good to inform and improve brand awareness, generate more leads and get more subscribers and capture key marketing insights.
Try making your Advent Calendar at Dot.Click here to get started.
An hourly surprise can be used as a countdown for anniversaries, sales, Black Friday or Cyber Monday. It builds excitement, with a new offer every hour for your clients. It is especially good for webshopts and retail, to boost online sales and people to come to your store.
Try making your countdown at Dot. Click here to get started.
7. Interactive E-book
Interactive E-books bring content to life. When communicating more complicated or dry content, an interactive e-book helps the reader get through it.
Interactive E-books are multi-device-friendly, and you can enrich e-books by embedding assessments, interactive charts, videos and more into it. You don’t even have to download the interactive e-book, they are best read online.
As with any interactive content, it rewards you with information about how your reader digested your material. With the added interactivity you receive information about which parts were read, what interactive infographics, charts or videos were engaged with and what information was added to it. A conventional e-book only shows you statistics about whether the e-book was downloaded or not.
More importantly, you can tailor the e-book to suit what people are interested in. Asking questions in the beginning, or perhaps you have existing data about the customer, and this you can use to customise the e-book. You can shrink a 100-page e-book into a 20-page one tailored to the needs of each individual.
You can fully or partly gate chapters with an opt-in form with social login.
Try making your interactive E-book at Dot. Click here to get started.
What better way to hold people’s attention but to use the ultimate procrastinator? Games. We all love to play to relax our minds, and when using a game in your marketing, you add some fun to your marketing and engage with your client.
Everyone deserves a bit of indulgence now and then, so why not offer some to your audience in the form of entertaining content!
9. Interactive Polls
Interactive polls are online questionnaires, where you see what others replied, once you have submitted your answer. It can be very useful to see what others do, how they work differently from you, or what programmes they prefer. Interactive polls are also visually attractive and a great way to shake up your marketing.
Try making your own Interactive Poll on Dot. Get started here.
10. Interactive Surveys
Interactive Surveys are great to gain feedback about your product in a visual and fun way. You can do a survey about a new product to get customer feedback and gain valuable insight before launching. It also works well for events or conferences – or services feedback. The interactivity makes the experience more user-friendly and fun for your clients and offers you better feedback.
Try making your own interactive survey at Dot. Get started here.
11. Interactive Infographic
Interactive infographics can present dry statistics in an attractive and engaging way. It offers users to explore data in-depth, with details provided on mouseover. People can learn visually and interactively with interactive infographics.
Calculators usually work with a formula where clients input information and receive a calculation, based on the formula in return. Calculators are helpful for calculating pricing or showing your customers what they’ll gain by using your product or service.
See how Hubspot did it with their ROI calculator, by helping people to see the return on investment they’d get by doing inbound marketing with HubSpot.
If you want to try creating interactive content on Dot, click here.