Interactive content is here to stay. Just take a look at the 96% completion rate on BuzzFeed quizzes. Even more, a 2016 Content Marketing Institute (CMI) study found that just over 80% of marketers say that interactive content is more effective than static content when it comes to grabbing consumers’ attention.
Well, what even is interactive content, anyway? Interactive content is “content that requires the participants’ active engagement — more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about.”
Digital branding agencies, such as Bluetext, will ensure you are leveraging all that interactive content has to offer. Here are the top 3 types of interactive content to look out for in 2020.
Quizzes and Assessments
Quizzes and assessments are pieces of interactive content in which the user provides answers to a few questions in order to receive insights based on them. They are fun for the user to complete, and if the results are what they were looking for, they will help you build trust with your audience.
This type of interactive content doesn’t only boost engagement — they also help you get to know your audience. So when you plan to incorporate quizzes or assessments into your content plan, seek out a brand strategy agency to help you develop your content and ask yourself: What do I want to know about my audience? You may discover something new and gain some essential insights that can help you tailor your marketing efforts to be more effective.
Bluetext, a leading branding company, worked with the Graduate Management Admissions Council (GMAC) to develop a microsite to invite top-of-funnel business school candidates to learn about what is available to them in the world of graduate business schools. The introduction page on the website is an interactive quiz that helps direct users to content specifically geared toward them based on where they fall in the business school process.
Polls are the easiest and simplest way to introduce interactive content to your marketing plan. They provide a quick way to get in touch with your audience and allow you to build a genuine connection with your followers.
The most straightforward way to use polls is to ask your audience for opinions on your content, service, or product. This not only helps you drive engagement online but gives you great insight into how your audience is feeling about your brand.
You can also invite your audience to interact with your profile by asking fun, light-hearted questions that invite them into learning more about what your company has to offer.
According to the CMI report, marketers believe that contests are the most effective type of interactive content you can use, especially in the early stage of the buyer’s journey.
Contests can include traditional raffles or giveaways. They can offer the chance to win a prize if they refer a friend to your company’s offerings. You can even introduce photos or hashtag contests where you invite your audience to submit their own user-generated content.
We have seen a rise in these types of hashtag contests and challenges across all social media platforms, especially on TikTok. The platform allows companies to leverage a hashtag to promote their brand, and users are eating it up.
Guess was the first brand in the US to release a marketing campaign as an official partner with TikTok. They ensured that every time a TikTok user opened the app, they were directed to the #InMyDenim hashtag challenge. Since its launch, videos with the hashtag have garnered over 38 million views and introduced the Guess brand to young Millenials and Generation Z.
Contests are great at bringing out people’s natural curiosity and competitive spirit, so encourage them to participate by providing an engaging contest.
Interactive content that is engaging and personalized provides your audience with a new way to engage with your brand and can build trust with your audience. Learn how Bluetext can help you leverage interactive content in your content marketing plan here.