Digital marketers face two significant content challenges: standing out among the ever-growing quantity of digital content and engaging with prospects who have increasingly shorter attention spans. One type of content helps overcome both issues: interactive content.
Unlike passive content, interactive content requires active participation from consumers. In return, they receive real-time, hyper-relevant information they care about in ways that are interesting, fun and memorable. Organizations gain higher engagement rates, increased data capture, improved brand loyalty and more.
A growing body of research speaks to the impact of interactive content, including:
- 81% agree interactive content grabs attention more effectively than static content
- Instagram contests grow organizations’ followers 70% faster than other methods
- Quizzes get shared 1,900 times on average