So, you’ve probably heard that content is king. While that may be true, there is a new player in town.

Interactive content, and it’s ready to take over the digital marketing world. In fact, it already has.

Most marketers agree interactive content is great at generating leads, improving user experience and boosting sales.

But can it increase customer retention as well? Our answer is: definitely. 

In this blog post, we will cover the topics below and show you how interaction is something that consumers want to do.

3. Videos

Videos in and of themselves are an interactive form of content because they tend to be narrative rather than consist of static content. 

Because of this, it is probably the easiest type of interactive content to utilize in digital marketing.

Interactive video does get a bit trickier, though.

You see, with interactive videos, the user is no longer a spectator. Instead, the user is actually taking part in the video and making decisions.

Depending on the extent of the interactive video, the user can define the direction of the video, including the outcome.

By incorporating interactive video into your brand, you can expect users to stay on your site longer and likely engage with your products/service.

When users interact with videos, their attention remains on that content. 

As a result, there is nearly a 600% increase in user activity. Furthermore, interactive videos tend to have 10 times increased click-through rate as opposed to passive videos.

Interactive video may sound a little intimidating, but it is just an experience that offers entertainment.

One underrated aspect of interactive videos is how much they can reveal about your audience—not just surface-level demographics, but their genuine interests and how they prefer to solve problems on the spot. Every click, pause, or choice can become a small window into their motivations, especially if you pair it with a solid analytics platform. There’s something oddly powerful about watching people follow their curiosity and wander through different narrative paths, all the while leaving behind a data trail you simply don’t get from passive consumption. Maybe that sounds a little “Big Brother,” but for marketers who actually want to improve things for people, it’s pretty valuable insight. Even if you don’t use every piece of info right away, the patterns you notice can totally shift how you plan content for the next round.

And let’s be real, most folks don’t want to just sit back and watch—at least not all the time. The more interactive experiences become part of mainstream culture (think of those Netflix choose-your-path specials or even simple poll overlays in YouTube videos), the less patience people have for linear, one-note content. They want to poke around, play, and see what happens. If your brand can supply that little hit of curiosity or control, suddenly you’re competing less with faceless algorithms and more as a creator with something genuinely fun—or useful—to offer. People stick around for that, and honestly, they’ll probably remember you next time too.

Examples

The company Lifesaver created an interactive training video that teaches both the Heimlich Maneuver as well as CPR, and you get to determine the outcome of the situation.

The viewer becomes the lifesaver for individuals who are literally in life-or-death situations, such as choking or cardiac arrest. As the lifesaver, it is up to you to decide what steps to take.

This type of interactive video is very educational and informative, but at the same time, it is fun and engaging.

You can also use interactive video to introduce applicants to your company culture and let them decide upfront whether they’re a good fit. This is exactly what Heineken did back in 2016.

This particular interactive marketing campaign went viral and allowed them to see a 300% uptick in applicants.

One very effective way to use interactive video is instructional videos to teach your customers about your products and services, allowing them to get involved along the way.

This shows your customers you value their purchase and them as a customer by taking the time to create interactive instructional videos to help them after their purchase.

When customers feel valued, they are more likely to return to make another purchase.

4. Assessments/Surveys

Your overall marketing campaign is nothing if you don’t get feedback. 

Feedback is by far the most important part of customer retention. This is true regardless of the industry you’re in.

Asking for feedback from customers will always make them feel valued and appreciated, and it helps you thrive as a business. 

96% of customers report that customer service is a key factor in determining their brand loyalty.

Feedback allows customers to share their opinions and helps you figure out where (if at all) you went wrong so you can fix it in the future.

Interactive content is perfect for obtaining feedback from your customers.

You can create an interactive survey requesting customers for their feedback regarding your service and/or product. 

This information can then be used to improve the customer experience, products, etc.

One problem with feedback surveys is that customers don’t always like to do them. 

So, you may want to provide some type of incentive to get them to partake in the survey, like Home Depot.

In Home Depot’s interactive survey, they let you know up front that you will be entered into a sweepstakes drawing to win a $5,000 gift card to Home Depot upon completion of the survey.

This type of incentive increases the chances of a customer completing that survey and giving you the feedback you need to fulfill their needs and retain their loyalty to your brand.

Wrap Up: Interactive Content is Key to Increase Customer Retention

When you find good customers, you need to hold them tight — just like you do with your children.

If you’re unable to keep your existing customers loyal to you, how do you expect new customers to stick around?

Exactly, you can’t.

This means you are wasting hard-earned, precious time, money, and effort on reeling in new customers that may or may not remain loyal to your brand.

However, once you are able to get the right strategy drilled down, which includes using interactive content in your content marketing strategy, your existing customers will be as loyal as they come.

Check out this interactive content guide to learn even more about how to take your interactive content to the next level!

Transform your content into captivating experiences! With ION, you’re not just creating content – you’re building interactive journeys. Elevate your engagement, capture valuable data, and drive conversions. Ready to revolutionize your content marketing? Dive into the world of interactive possibilities with ION now!

Get Started with ION Today!

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