Everyone knows how enjoyable it can be to stop a moment and take a personality quiz they found through social media or interact with a fun animated infographic. <\/p>\n
In exchange for just a few minutes out of your day, you get to learn a little something new and have some fun in the process.<\/p>\n
That’s the magic of <\/strong>interactive content<\/strong><\/a> at work. <\/strong>It upgrades a simple piece of informative content to a participatory experience that resonates deeply with an audience. <\/p>\n Adding interactive elements to your content increases engagement, raises conversion rates, and boosts lead generation. <\/p>\n For those reasons and many others, interactivity is one of the hottest emerging content trends of this year.<\/p>\n However, there are still those out there who aren’t yet on board, as they’re not yet convinced interactivity is genuinely the way to go. <\/p>\n If you’re one of them, then check out these eye-opening interactive content statistics<\/strong>. They’re sure to change your mind.<\/p>\n Getting the attention of your target audience and holding it long enough to convey your message is one thing. <\/p>\n Actually getting them to remember what you told them once they walk away is another matter entirely. <\/p>\n However, many interactive content statistics support interactivity’s ability to help information stick.<\/p>\n According to the Content Marketing Institute, 79 percent of marketers<\/a> see a marked increase in message retention when combining interactivity with other key marketing tactics. <\/p>\n For many people, the act of participating (instead of merely observing) aids memory<\/strong> and improves comprehension.<\/p>\n Once people commit to interactive content experiences like personality quizzes<\/a>, they almost always finish them. <\/p>\n This is the case for an incredible 96 percent of Buzzfeed visitors<\/a> who decide to take one of the platform’s quizzes. They also leave a wealth of valuable data and choice information about themselves behind.<\/p>\n Creating irresistible interactive quizzes of your own can yield similar results for your brand. <\/p>\n Not only will you successfully engage your target audience<\/strong>, giving them a tantalizing preview of your brand in the process, but the user data you’ll collect<\/a> will be helpful, too. <\/p>\n Leverage it to learn more about your users and tailor future experiences to fit.<\/p>\n The human brain processes visuals tens of thousands of times faster than it does written information, so it’s no wonder video is so popular these days. <\/p>\n Visitors to your website are also 80 percent likely<\/a> to watch a video but only 20 percent likely to actually read through a piece of written content.<\/p>\n Videos also help reduce bounce rates and raise the average time a visitor might spend on a page. <\/p>\n Adding interactivity to your videos<\/a> by asking viewers to click, tap, or otherwise interact with the content<\/strong> at various intervals can help magnify these effects even further.<\/p>\n With so much content vying for attention online, it\u2019s easy to see why people gravitate towards video first. Scrolling through walls of text just isn\u2019t as enticing as hitting play and getting drawn in visually\u2014especially if there\u2019s a moment where you\u2019re invited to answer a question or vote in a poll mid-video. That tiny bit of participation somehow makes people care more about what happens next, and honestly, it can be a weirdly subtle motivator to stick around and watch the whole thing. Most folks just want to feel seen\u2014like their input actually matters, even for a few seconds. It\u2019s a small shift, but it sticks with people longer than you\u2019d expect.<\/p>\n Consumers don’t like feeling blatantly sold to or being interrupted while they’re focused on something else. <\/p>\n However, they’re highly receptive to marketing content when they feel they can choose to view it or not. <\/p>\n That’s precisely why 43 percent of consumers<\/a> say they prefer interactive video to standard forms of video content.<\/p>\n Your customers want to get to know you and your brand. But they want to decide what information to view, as well as when and how <\/em>they’d like to view it. <\/strong><\/p>\n Interactive video fulfills this need by putting the viewer in control of their experience.<\/p>\n According to key interactive content statistics, 85 percent of B2B marketers<\/a> have already embraced interactive infographics<\/a> or plan to in the near future. <\/p>\n So if you also own or manage a brand in the B2B sector and have yet to go interactive, you’re already falling behind. But thankfully, it’s not too late to catch up and pull ahead of the pack.<\/p>\n B2B leads are especially busy people. They love content that helps them visualize problems, map out solutions, and identify trends at a glance. <\/p>\n Interactive infographics do this while providing valuable information in a way that’s engaging and easy to absorb.<\/strong><\/p>\n People in B2B roles have little patience for wasting time. If you can give them the gist of a complex issue with an interactive chart or a clickable timeline, odds are they’re coming back for more. It also doesn\u2019t hurt that interactive infographics can be shared around internally, making them a favorite for teams sorting through data-heavy reports. Sometimes, the difference between landing a lead and being ignored is just a well-placed interactive widget that makes the whole thing easier.<\/p>\n Although consumers are generally very comfortable shopping online for items like clothing, jewelry, cosmetics, and furniture, many people still worry about making a poor purchasing decision due to a lack of ability to try the item before buying. <\/p>\n Augmented reality (AR) shopping apps and interfaces can help with that.<\/p>\n Over 71 percent of modern consumers<\/a> say they prefer shopping with AR, as it helps them make smarter buying decisions they’re more likely to be happy with. <\/strong><\/p>\n For example, they can use this interactive technology to “see” how they might look in clothing, makeup, or hair color before they buy, preview how a chair or sofa might look in their living room, and so forth.<\/p>\n Although there will always be room in an excellent digital marketing<\/a> campaign for great static content like articles and standalone infographics, the irresistible nature of interactive content can’t be ignored.<\/p>\n Interactive options consistently generate higher engagement levels than static alternatives \u2014 up to twice the engagement rate<\/em><\/a> in most cases.<\/p>\n Content catalogs do best when they’re varied and diverse<\/strong>, so be sure to mix things up accordingly. <\/p>\n Alternate traditional content options like informative blog articles, images, and videos with fresh interactive elements like quizzes, interactive videos, and participatory tools like calculators<\/a> and situation simulators.<\/p>\n As any good content marketing professional knows, it’s always a smart strategy to get as much mileage as possible out of the content you already have.<\/p>\n Informative articles and timely listicles can be updated with new information and reposted. <\/p>\n Likewise, solid information from old but valuable blog posts can make great material for videos, infographics, and social media posts.<\/p>\n However, it’s worth noting that 68 percent of marketers<\/a> swear by adding interactivity to take the guesswork out of repurposing older content<\/a>. <\/p>\n And 79 percent say that the very nature of interactive content means it can be used again and again<\/strong>, leading to repeat visits and ongoing engagement.<\/p>\n Although various types of interactive content can be helpful no matter where and how you implement it, some options do much better than others at different points in a sales funnel<\/a>. <\/p>\n According to the Content Marketing Institute and Ion Interactive<\/a>, the best-performing options for each level are as follows:<\/p>\n Virtual reality (VR) may not be something every modern consumer is familiar with, but many early adopters of the technology feel that’s going to change in the very near future. <\/p>\n About 25 percent of VR users<\/a> worldwide believe in VR’s potential as a future marketing tool for brands, products, and companies of all types.<\/p>\n There are already <\/strong>42.9 million people<\/strong><\/a> in the United States actively using VR products.<\/strong> <\/p>\n Meanwhile, there are 68.7 million people using AR very regularly \u2014 at least once a month \u2014 so it’s worth your while to start looking into these options this year.<\/p>\n Speaking of interactive content statistics that point to creative new takes on video as the way of the future, you may want to consider hopping on the shoppable videos bandwagon. <\/p>\n According to research, shoppable videos are twice as likely to spark engagement<\/a> than traditional videos.<\/p>\n Many of your peers and competitors are likely already on board with this trend<\/strong>, as 40 percent of marketers are already leveraging shoppable videos, as well as animations and similar options. <\/p>\n And these numbers are expected to increase exponentially.<\/p>\n Now that you’ve gotten a handle on the lay of the land with today’s most crucial interactive content statistics, it’s time to take the next step and apply what you know to your ongoing content marketing strategy.<\/p>\n2. 79% say combining interactive content with other content types improves message retention<\/h2>\n
3. Over 96% of people who start quizzes on Buzzfeed finish them<\/h2>\n
4. Far more online visitors will watch a video than read content<\/h2>\n
5. 43% of consumers prefer interactive video to standard video<\/h2>\n
6. Most B2B marketing pros include interactive infographics in their strategies (or plan to soon)<\/h2>\n
7. A majority of consumers prefer AR-assisted shopping when available<\/h2>\n
8. Interactive content is twice as likely to engage a visitor as static content<\/h2>\n
9. A majority of marketers say going interactive is an effective way to repurpose existing content<\/h2>\n
10. Recent interactive content statistics support specific options for each level of your sales funnel<\/h2>\n
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11. One quarter of global VR users see a bright future for VR in marketing<\/h2>\n
12. Shoppable videos have twice the engagement rates of standard videos<\/h2>\n
Wrap Up: Meet Your Goals with Interactive Content Statistics and a Strong Strategy<\/h2>\n