October 23, 2018
If you want to master engagement, you might want to consider interactive content. In the past decade, it has busted metrics wide open, breaking records on page visits and clickability alike.
In fact, 81% of marketers agree that interactive content grabs attention more efficiently, while 79% believe it enhances the retention of brand messaging. This results in continual exposure and repeat visitors all along the funnel.
The problem lies in marketers believing that interactive content is costly—but that’s not the case. Some of the best interactive content out there is done on a budget. If you have limited resources, don’t limit yourself! Consider these types of interactive content:
This is a “two-birds” kind of concept because not only are you engaging your audience, but you’re also receiving valuable feedback about your product, service, and/or brand. Quizzes are incredibly effective, and they can attract a large audience.
For example, one of the most successful quizzes on Buzzfeed has been completed over 22 million times. Additionally, when Buzzsumo analyzed their shares of 100 million articles, 8 out of 10 of the most shared were, in fact, quizzes.
Polls are an easier form of a quiz that you can employ on some social channels. Users typically engage because they only have to choose one option; nothing more. Yet, the content is still interactive because people are interacting with it. Twitter and Facebook are two platforms that allow you to embed a poll straight in the post itself. This makes it easy to post interactive content with the click of a button.
What better way to entice people to participate than a contest on social media? Prizes and rewards always incentivize people. The best thing about these types of contests is that they take very little time and money to run but can have five times the reward. When contests are done well, they practically advertise themselves.
Contests can be run in a variety of ways, but most are intended to encourage audience participation. Whether it is engaging with a post or visiting a site, contest structures can include formats like:
You can also post a photo or video challenge with a hashtag you create for a specific campaign. That way when people post their photos and/or videos and use that hashtag, it’s like another form of free marketing.
Did you know that infographics are shared three times more than regular content? They simply beg for engagement for a variety of reasons. Infographics are a great way to boost engagement without breaking the bank. Not only is it content that educates the customer, it also entertains them.
To make an infographic interactive, there is usually something within the graphic that begs the user to do something. An active element needs to be placed within the infographic to keep people’s attention. Dynamic elements can include anything from questions to pop-ups.
Certain industries can also take advantage of web toys like a calculator. The finance and real estate industry find this type of interactive content particularly useful in many ways. First, it draws more traffic to the site. Second, it gives consumers the data they need to make purchasing decisions. The benefits are two-fold.
Calculators don’t have to be limited to just those two industries. As long as you can pin down a calculable pain point, you are good to go. One wise last step would be to offer any results in the form of an emailed report. That way you continue the branded conversation in their inbox.
Creating interactive content on a budget is not difficult when you think outside the box. Social media can be your best friend when you seek to drive engagement. As long as you are authentic and provide content that is not only entertaining but valuable, you’ll always stand above the crowd.
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