Engaging customers. It’s the whole idea behind marketing — the quest for the ever-elusive holy grail that is the attention of our audience. Every day, it seems like reaching that goal gets harder.
But it’s not impossible to break through the noise. 66% of marketers have reported greater audience engagement after using interactive content.1
Let’s take a look at 10 different types of interactive content that will get your audience excited to interact with your brand.
Overwhelmingly, online quizzes generate high user interaction. People simply love answering questions — especially if the quiz claims to offer some unique insight. As an example, let’s look at a quiz site you’re sure to recognize: BuzzFeed.
The site generates nearly eight new quizzes on average every day, and 96% of users who start a BuzzFeed quiz finish them.2 That level of engagement is incredible, and it speaks to how much people love taking quizzes.
When creating a quiz, think about your industry, and specifically, your expertise in the industry. What do your customers care about? You can give them a chance to test their knowledge. You can create personas that fit customers based on their answers.
And most importantly, you can create content that makes them excited to spend time with your brand.
As far as interactive content goes, assessments scratch the same itch for users as quizzes. The difference is that you can use assessments to collect key data about your customers before they ever reach out.
Assessments can be used to help make customers aware of their problems. For example, if you’re targeting a business in order to help them outsource tasks, you can ask them how long it takes them to perform that task every day. It may be that your customers haven’t ever thought about the value you’re providing, and an assessment can spark that consideration.
An assessment can also be used to generate leads. If a customer fills out an assessment, you can offer them a path to transfer that data to a sales team member, saving them the time of filling out additional forms.
This quiz-like content is an excellent educational tool, but it can also capture important information about customers.
When customers are shopping for a product or solution, they love to compare numbers. A calculator can help you provide key information in their decision-making process without them making a commitment. This level of visibility is extremely helpful to customers, and providing a useful tool can endear them to your brand.
This type of content can be hard to create, so you need to consider the technical aspects. From a business perspective, you want to be sure you stand behind any numbers the calculator offers — and when you invest the time, calculators can be a huge benefit to attracting new customers.
This interactive content predates the internet. There’s nothing like the prospect of winning to grab your audience’s attention.
Social media offers plenty of opportunities to connect and build a community through contests. Promoting a hashtag, or encouraging users to share pictures of your product or service, and sharing posts with friends can turn your customer from an audience into an advocate.
While they may not be as flashy as some of the other pieces of content listed here, there’s still a place for white papers. When prospects need in-depth information about your industry or business, giving them that deep dive is incredibly helpful.
But interactivity is key. Imagine your customer downloading the white paper and opening it to find an 85-page document. They’re immediately discouraged from using the content to its full potential — there’s simply too much.
If you add interactivity, however, the game changes. Even something as simple as an interactive table of contents increases your chances that users will find the information they need. Adding interactive functionality to infographics or charts within the piece is even better.
Sometimes your audience just wants to have a little fun. Building out a simple, interactive game is a great way to build awareness and connect people with your brand.
Google offers plenty of tools for internet users. But they also invest in building out games for the daily Google doodle. These games don’t help customers, and they don’t provide additional functionality. They just offer a quick escape, courtesy of the company.
Beyond that, you can use games to help educate an audience. Try including statistics or facts on a scoreboard that might get your audience thinking critically about a problem your business solves.
When QR codes gained popularity in 2011, they weren’t widely adopted. Many experts assumed that after a few years, people would forget about them completely. But with increased smartphone adoption and more people gaining access to high-speed internet, QR codes are becoming more and more viable.
Statista estimates that 11 million households will scan a QR code in 2020.3 These codes can help users quickly identify product information, participate in promotions, or purchase online. It’s a versatile way to help customers get the content they need, and we’ll likely be seeing an uptick in QR code usage in the next several years.
We previously wrote about the benefits and obstacles with VR and AR marketing. But companies are increasingly finding new ways to engage customers with virtual and augmented reality.
When this content is done well, it’s incredibly engaging. Consider the ability to take a photo and place products, adjust colors, and alter that environment in real-time. You don’t need a showroom or well-crafted photo shoot when you can create such a detailed, personalized showcase.
Like contests, scavenger hunts offer low-budget (but still highly engaging) content that gets people motivated. The scavenger hunt may lead them to a physical location, or it may be completely online — the point is that you’re challenging your audience to take action to find the content you want them to discover. The only thing better than getting your customers to notice you is to have them actively seeking to give you their attention.
A fantastic example of this is Budweiser’s Tagwords campaign. The company sent customers on a search for pictures of celebrities drinking Budweiser. The benefit for the company is that they received the endorsement and publicity of famous figures without paying a cent in licensing fees. The organic content existed, and the Budweiser team simply directed their audience to it.
Could you do something similar? Think about content that would help people connect with your brand, and look for ways to get them excited about seeking it out.
Creating great video content is already a step in the right direction for engaging your audience. But you can take it a step farther with interactive video. Filmmakers have been experimenting with choose-your-own-adventure storytelling for years now (check out Black Mirror: Bandersnatch on Netflix for a great example of this), and marketers are getting in on the fun.
Allowing customers to choose different endings to your videos or make decisions along the way helps them connect more deeply to your content and your brand. It also encourages repeat viewing — what if they had made another choice? — and gives you more time to make the impression you need.
At inferno, we’re always looking for new, innovative ways to help our clients deepen brand connections with customers. If you’re looking for a strategic partner who can help you grow your library of interactive content that gets results, let us know.