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Digital Trends: Interactive Content use is Growing in 2021.

The words 'Digital trends' in blue across a lighter blue background

Digital Trends: Interactive Content use is Growing in 2021.

Team member, Rachel Green

Rachel

These days, it can be really tough to stand out from the crowd. With online spaces becoming saturated with more and more content, businesses need to find new ways of catching the attention of their target audience. This is where interactive content can make a real difference. Interactive content is not necessarily a new form, in fact, it has been around for a while now, but has seen a huge leap in usage in recent years, with many marketers predicting that interactive content will continue to be a digital trend well into 2021 and beyond.

What is interactive content?

Interactive content is any form of content that requires users to actively engage with it. Interactive content can be used on websites, social media, within emailers, and within resources such as online reports or workbooks. A common situation where you might come across this content form is while you are scrolling through your social media timeline. The majority of what you see is standard passive content i.e. text posts and static images. But occasionally, you may also come across content such as polls, quizzes, videos or surveys that invite you to actively get involved. These are examples of interactive content. They are usually eye-catching and provide some form of value to the user, encouraging you to click, answer, play, or interact in some manner. 

A few examples of interactive content include:

  • Surveys
  • Polls
  • Interactive infographics
  • Quizzes
  • Interactive e-books/ white papers/ pdfs
  • Video experiences i.e. 360-degree videos
  • Mini-games
  • Tools and calculators- chatbots, DIY diagnostic tools, price calculators, etc
  • VR/ augmented reality
  • Interactive timelines or graphs

Why is interactive content a trend to follow in 2021?

Interactive content is certainly a trend to get behind in 2021 because of its versatility and effectiveness. In fact, statistics show that interactive content can achieve twice the engagement that static content does. Additionally, any business can utilise interactive content, whether they’re a B2B accountants or a B2C bakery, it’s a great way to personalise the experience of your brand.

We live in a digital age where much of our buying and selling activity has moved online, and this is even more apparent now as the impact of a global pandemic has forced the closure of many physical stores. Businesses have migrated online and now need to find ways of standing out and connecting with their customers whilst being unable to do so face-to-face. As a result, we are seeing companies using interactive content progressively, from beauty sites hosting interactive quizzes to help customers find make-up matches, to estate agencies utilising interactive 360-degree videos to provide property tours online. Interactive content is fast becoming a way of life because of its ability to provide us with an immersive experience, whilst we are unable to experience things as we used to. 

What are the benefits of interactive content for your business?

Using interactive content within your marketing strategy can have a whole host of benefits. By providing your target audience with content that allows them to take part, you can generate more engagement and as a result, gain more leads. Additionally, businesses that are generating fun, interesting and helpful content, are often viewed as more trustworthy by customers and potential customers. By making content that provides value and demonstrates that you care about people’s experience of your business, your customers are more likely to feel comfortable in allowing their data to be shared with you. From this, you can gain insight into customer behaviours, preferences and more, which can serve to help inform your future strategies. Furthermore, providing your customers and prospects with positive experiences will help deepen their connection with your brand, which in turn can help boost customer loyalty.

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