How to create unique experiences with interactive content

by | Aug 12, 2020 | Analysis, Public Relations

Most businesses and individuals already know the basics when it comes to creating good content. In fact, most people these days are already creating more content than they were just a couple of years ago. That’s precisely the challenge that everyone seems to be facing: in the current age, everyone is a content creator trying to reach the target audience.

However, since everyone is creating content, it’s getting harder and harder to stand out from the crowd. The content has to be more data-driven, more interesting, and, most importantly, more interactive. All consumers are looking for unique experiences, and one of the best solutions for this is interactive content.

Anything that consumers can swipe or click on, or any other way they can interact with it online, is considered interactive content

Between polls and quizzes, AR ads, and 360-degree videos, companies and digital pr firms are looking for newer and better ways to create more interactive and more interesting content for consumers.

This type of content leverages cutting-edge marketing technologies, ranging from video content to augmented reality, and it’s all done for one purpose: to offer consumers a more engaging and more immersive experience. We’re living in a time when consumers want to see memorable and fun content with and from brands, and content that’s going to help them feel connected to the brand or the corporation that’s broadcasting that message.

Having successful interactive content means the consumer is going to dive in, interact, and enjoy the process, while also gaining insight into the brand without feeling like they just witnessed a personalized advertisement

Businesses that are creating interactive content shouldn’t have click-through rates as a metric of success for the campaign. Instead, they could focus on the number of shares, or the average session time, to see if the audience finds value in the content.

Up to 90 percent of consumers have stated that they prefer more interactive and visual content. This content encourages them to compare, compete, test themselves, consume information, and achieve results. Additionally, another benefit that marketers have with interactive content is that they can use it to learn even more about the potential customers, and then use that information to market even more effectively.

There are plenty of easy ways in which brands and corporations can create interactive content that prospects will find interesting, engaging, and fun

The content can range from light and fast, to immersive and unique. For example, quizzes are very popular and are very useful for recommending relevant subsequent content to consumers. Similar to quizzes, there are consumer assessments, polls, surveys, and calculators.

Other types of interactive content are galleries or infographics. Both of these are interesting visual marketing strategies, while infographics can be made even more interactive with flip tiles, embedded questions, and many many other things.

Last but not least, the trend that’s been slowly increasing in popularity is interactive content in the form of augmented reality overlays and interactive 360-degree videos. Consumers can now see the things they would like to purchase and try them out, which gets them even more attached to the product. In turn, this means businesses should start using this tool as soon as possible, in order to see success.

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Ronn Torossian
Ronn Torossian is the Founder and CEO of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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