Today’s consumers are very particular about what they click on and typically require a reason to explore links. Interactive content can provide that reason by giving the consumer a voice in the conversation.

What is interactive content?

Interactive content asks the viewer to get involved: answer a question, click on an option or even play a game with actual rewards. That experience keeps users engaged longer, usually making the marketing more effective.

How are brands using interactive content?

  • Old-fashioned contests and sweepstakes are excellent examples of rewards-based interactions, as are surveys and assessments that provide instant results to the participant.
  • Budgeting tools and calculators are perfect for cost or savings estimates, price comparisons and anything else that’s easily quantifiable.
  • Live broadcasts offer an opportunity for real-time interaction, but you can also make some elements of prerecorded video content clickable to allow viewers to personalize their experience.
  • Infographics and white papers can be embedded with interactive options, such as videos, clickable quizzes or cursor-activated informational pop-ups.

What’s next for interactive content?

Earlier this year, Google launched a new AMP (accelerated mobile pages) story format and announced that they’d soon be bringing this technology to Gmail, where they hope to revolutionize the way time-sensitive information — such as meeting and flight details — is delivered.

Meanwhile, Netflix has partnered with Telltale Games to introduce streamable, interactive gaming experiences to their site. This is just the latest addition to their growing lineup of interactive options, which already includes child-friendly, choose-your-own-adventure-style programming.