What is Interactive Content?Encouraging user interaction is the key behind interactive content. The core idea is simple: someone who is actively participating in a discussion or activity will simply get more out of it than someone who is passively absorbing information. The former is an opportunity for social interaction, is exciting, and more fun. The latter can feel like homework depending on the topic. In theory, this means content should be crafted with the goal of getting an immediate response from the user. For example, a poll or quiz is interactive because it makes engagement almost too easy to pass up. A simple question followed by some simple answers nearly demands a response, especially if the question is well crafted and gets an emotional response from the reader. In practice, interactive content can be much simpler and more subtle. A video with well-defined chapters that users can easily navigate through is also interactive, especially if the video’s presenter encourages users to do so.
Why is Interactive Content Valuable?Interactive content matters for the same reasons that passive content is valuable. Namely, content is the best way to educate people about your product while getting them interested in buying it. Interactive content doesn’t fulfill any unique function in this regard – it simply is more effective than passive content at achieving the goals of content marketing.
Interactive Content Increases ConversionsFor those who love the hard numbers, here are some key stats about interactive content that will convince you it’s the way to go:
- Interactive content is better than non-interactive content at educating buyers (93% vs 70%), differentiating from competitors (88% vs 55%), and being shared (38% vs 17%).
- 70% of interactive content generates conversions moderately or very well, compared to only 36% of passive content.
- Interactive content will decrease your bounce rate: Outgrow.co notices a dip of nearly 40% in bounce rate when switching from passive to interactive content.
6 Interactive Content Examples to Inspire You
How to create interactive content that inspiresTo start your interactive content journey, consider a few of our examples to spark your creativity.
Surveys and Polls
The Best Online Interactive Content Creation Tools