Interactive content: how to engage your target group

Are you sharing inspiring content, but still not generating enough user engagement? Then it’s time to make your content more dynamic! We have five tips for boosting your conversion rate through interactive content

Interactive content: a young woman is wearing AR glasses in a futuristic design.
Image: © Igor Link / AdobeStock

Why interactive content marketing is trending

Whether on social media, on websites, or wherever else people are active online – the attention span of typical online users is limited. At the same time, countless companies and brands are competing for that attention. To stand out among the sheer amount of content being produced, high-quality content, creativity, and clever engagement strategies are key – and that’s where interactive content comes in.

Interactive content isn’t meant to be consumed passively, but is instead designed to encourage active engagement.

For example, as soon as visitors to a website carry out a specific action, the website instantly responds and adapts in real time. The most basic interactions include clicking on links and scrolling through lengthy content. Interactive websites, on the other hand, offer many more options. A particularly effective approach is delivering content that creatively leverages interactivity to provide a next-level user experience in terms of information, structure, and design.

Five examples of interactive content

One thing is clear: valuable and relevant content is still the key to successful engagement. Interactive content can take it one step further and make the customer experience even more interesting. In the following, we explore five simple yet effective methods for creating interactive content.

#1 Interactive infographics: reviving an old classic

Infographics are ideal for visually presenting complex information in a compact and easy-to-understand way. By making them interactive and encouraging users to engage, you can significantly increase the entertainment value. Interactivity also makes it more likely that users will remember the content and share it with others. A great example of how impactful that kind of content can be is an infographic published by the New York Times, which depicts global warming on a timeline from the past to the future. In “How Much Hotter Is Your Hometown Than When You Were Born?”, users simply enter their hometown and birth year. When they scroll down the page, the graph then responds by displaying how the temperatures in their hometown have changed so far and how much hotter it may get in the future.

#2 A, B, or C? Interactive polls and quizzes

Incorporating a poll is a straightforward method for fostering interaction. By showing users that their opinion matters to you, you make them feel valued. Another key advantage is that every response to your poll gives you valuable data about your target group.

In a quiz, gamification comes into play: fun, interactive content in the form of a traditional quiz is an extremely effective way of boosting interaction. Just like an interactive poll, a quiz is easy to create and can be adapted to cover any topic.

#3 Interactive videos take moving images to the next level

Videos are already extremely effective tools in content marketing. Visual storytelling in a moving format generates a much higher engagement rate among a target group than motionless content. When video content is designed to also be interactive, the message of the clip is more likely to stay in people’s minds.

While users merely take on the spectator role in conventional videos, interactive videos directly involve viewers in the action, allowing them to shape what happens. Interactive videos are especially useful for segmenting customer needs while at the same time achieving maximum engagement through calls to action.

There are a range of options in this respect. For example, interactive videos could integrate questions or contain tags for viewers to click on. With shoppable videos, you can embed additional information such as the price, a product description, and a direct product link. Last but not least, 360-degree videos allow you to optimally showcase your content, while letting viewers choose their own perspective.

#4 Direct marketing using interactive webinars and live streams

Interactive webinars and live streams have become increasingly popular in recent years and are an effective tool for involving your audience and delivering high-quality content. These interactive formats let your company interact with your target group in real time and thus create a positive, all-embracing experience that goes beyond traditional forms of content marketing. A major benefit of interactive webinars and live streams is that they enable you to communicate directly with your audience. In contrast to pre-recorded videos and static blog posts, they make real-time interaction possible by incorporating features such as live chats, question sessions, and polls. This direct engagement not only helps build a sense of community and trust among your audience, but it also gives you valuable insights into the needs and preferences you should be targeting.

However, make sure your live content actually offers added value and doesn’t just come across as a publicity stunt. You should ideally focus on presenting useful and practical information. That will pique the interest of your target group and position your brand as a trustworthy source of information and expertise.

#5 Interactive e-books provide dynamic reading material

Have you ever spent hours or even days or weeks creating gripping e-book content to then only be disappointed by how few people have downloaded it? Then it’s high time to make things more dynamic! Even when an e-book contains really valuable content, there’s no getting around the fact that it’s static, meaning that it’s unlikely to stand out from the crowd in this day and age.

Interactive elements will add variety to your e-book and make sure you have your readers’ full attention. A simple button or animation can work wonders for your target group’s engagement. E-books are already powerful tools for presenting your expertise because they provide a high-quality and visually appealing overview of exclusive knowledge. By adding interactivity to the mix, you can give your documents that something extra and maximize your target group’s engagement.

Interactive content generates more attention, conversions, and commitment

Interactive content is better at attracting users’ attention, while also strengthening engagement and brand attachment, which can have a positive impact on your conversion rate. If you want to incorporate more ambitious effects into your content, you usually need to be tech-savvy. Developing such features can be expensive, so you should plan them carefully from a strategic perspective before implementing them. However, you can access lots of free elements and effects in Chrome Themes, Builder, and plugins, which make it really easy to integrate interactive content on your website. Your users and your conversion rate will thank you for it!