Let's figure out how to create interesting interactive content together with Denis Chuprin.
Briefly about the expert
Denis Chuprin: Product Marketing Manager at the digital agency Demis Group , marketing research specialist. Author of the idea and organizer of the first marketing VR conference in Russia Marketing MetaConf 2022 , author of the podcast about marketing and creativity “It seems like this needs to be tweaked . ”
What is interactive content
Interactive content is a format that involves the audience in active interaction with the company. The user clicks on buttons, hovers the cursor, follows links albania phone number resource selects answer options, fills out a questionnaire and performs other actions on the page or in the messenger. All this makes his contact with the brand closer.
The benefit of interactive content is related to the peculiarities of perception. When we hear something, we remember the information by 20%, when we read — by 30-40%. If we think, process the information and act, we assimilate 50% of the data. Therefore, the main value of interactive content is that the audience perceives and remembers information better. This becomes the starting point for interaction in the sales funnel.
What are the benefits for business?
Interactive content has many benefits:
Helps website visitors. Namely, to choose a product or service, calculate the cost, assemble a PC at an affordable price or create an evening look.
Encourages sharing of content. For example, if a user discussed housing prices with a friend the day before, he will send him a link to a mortgage calculator from a well-known bank.
Affects search engine promotion. The user stays on the target page longer — search engine algorithms consider it important and promote it.
Segments the audience. The results of quizzes and questionnaires will help to identify different groups by interests and preferences.
Increases conversion. If a user leaves their contact information in a questionnaire, a relevant offer is created for them and sent in a mailing. Its opening rate increases.
What are the difficulties?
Firstly, there are difficulties with the production of such content: it is difficult to plan all possible options for user interaction with an interactive element and predict how the user will react to the interaction. Also, the production of original interactive content requires more resources: it requires time, specialists and special software.
Another difficulty is related to the balance between interesting content and its accessibility for perception. For example, if you add a question that is too difficult to understand to an entertaining test, the user will simply close the page and not reach the end of the test, where the offer awaits him. Sometimes you need to choose between the ideal and the real options.
To solve these problems, it is not enough to simply know the target audience well. If possible, gather a focus group and go through the interactive test mode from start to finish. This way, you will notice shortcomings and improve the content. Consider the news background - adapt the content to the current social situation.
Marketing
Read also:
What is clickbait and is it worth using?
What types of interactive content are there?
Tests, quizzes, quizzes. Entertaining, educational or marketing surveys increase interest and loyalty to the brand, help to collect information about the audience.
Interactive image. A method of visualization. Each fragment of the image provides access to new information - the user can examine the details, study the product or see it in action.
Calculators. Users calculate the cost of goods/services and compare prices. The tool convinces in the transparency of the price list and the benefit - especially if the discount size is shown during calculations.
Configurators. They allow you to "assemble" a ready-made solution and study it online. An order button is added to the configurator window - this speeds up the transaction.
Interactive infographics . Visualization of large amounts of data helps provide the user with the information they need.
Interactive maps. Show the route or interesting objects along the way. Companies use Yandex.Maps or Google Maps solutions.
Voting and polling. For the user, this is an opportunity to express an opinion and contribute to the development of the product.
Webinars and live broadcasts. Allow customers to ask questions and get quick answers.
Widgets
Calltouch widgets
Increase your website conversion by 30%
Read more
How to choose a content type
Focus on how your platform users are used to consuming content. If on Instagram* (* a product of Meta, which is recognized as an extremist organization in Russia) people interact with interactive content through stickers, tests, and surveys, then create content taking these tools into account. Avoid providing external links and taking the user outside the platform — the percentage of accessibility will decrease.
But in Telegram, external links are perceived more adequately. Recently, I saw an interactive test on traffic rules, implemented right inside Telegram. This is a bright example of content that engages from the first seconds.
The main task here is to choose not the type of content, but the platform for contact with the audience. The usual interaction models will work.
Trends 2023
In my opinion, everything related to interaction with artificial intelligence will be popular . This is a trending direction that is gaining momentum. Based on contact with neural networks and chatbots, you can build any mechanics and use it to promote your message.
Telegram's functionality is just right for implementing content of this format. This is another reason for Telegram's popularity for commercial channels and personal brand promotion.
Interactive Content: Case Studies
Interactive launch in stories. We promoted neon lamps: told users about the creation of a new line.
The warm-up began with a reference to the Bork lamp and “accidentally” showed the price.
