Contents
- What is interactive content?
- Why is interactive content necessary?
- Types of interactive content
- Disadvantages of interactive content
- How to create interactive content?
What is interactive content?
Interactive content is a unique form of content that changes instantly based on user actions. This type of content includes quizzes, polls, games, reactions, and live broadcasts. Unlike static content, which merely displays information, interactive content allows users to actively participate in the process, making it more engaging and attractive.
Why is interactive content necessary?
Interactive content has many advantages that make it an important tool in marketing and content strategy.
1. Capturing attention
In the constant flow of information, interactive content stands out against static texts and images. For example, quizzes and polls provide a higher level of engagement and traffic than regular articles. Additionally, they can be used to promote other materials, such as articles or blogs.
2. Retaining attention
Interactive elements can diversify long texts or landing pages, thus reducing the likelihood that a reader will leave the page. For instance, some articles require readers to answer questions before unlocking the next paragraph, which helps maintain attention.
3. Increasing engagement
Engagement is a metric that shows user activity in relation to content. Interactive elements, such as reaction buttons or polls with instant results, create a sense of immediate reward, which fosters increased engagement.
4. Enhancing retention
Regular use of interactive content, such as games, can significantly increase the percentage of users returning to the site. Games like "5 letters" from Tinkoff Bank attracted millions of players and encouraged them to return to the app.
5. Collecting user information
Interactive elements, such as quizzes, can help gather data about the preferences of the target audience and use it to create personalized offers or improve products.
Types of interactive content
Interactive content can take various forms:
- Polls: One question with multiple answer options, showing results immediately.
- Tests and quizzes: A longer format with several questions and final results.
- Interactive illustrations: Images that can be clicked for more information.
- AMP letters: Email newsletters that allow actions without going to a website.
- Chatbots: Help users find information on websites or in messengers.
- Streams and webinars: Interactive events where the speaker engages with the audience.
- Calculators and configurators: Allow users to calculate various parameters.
- Games: Can be used for marketing projects, offering users valuable content.
Disadvantages of interactive content
Despite its advantages, interactive content also has its drawbacks:
- Development complexity: Creating interactive content requires significant development costs, making it inaccessible for many.
- Increased loading time: Interactive elements can slow down website loading, negatively impacting user experience.
- Impact on SEO: Long loading times can lead to lower rankings in search engines.
- User irritation: If interactive elements complicate accessing information, they can distract users.
How to create interactive content?
Creating interactive content can be done using various platforms and tools, such as:
- Social networks: Built-in mechanics for creating polls and reactions.
- Specialized websites: Platforms for creating tests and quizzes, such as Marquiz.
- Services for interactive content: Interacty, Interact, MapMe, and Apester, which offer templates and tools for development.
- Self-development: To create unique content, you can involve programmers.