How to Incorporate Interactive Content Marketing on Social Media and Digital Platforms
With governments tightening GDPR laws and major tech companies cracking down on third-party cookies, marketers are losing access to valuable consumer data. But here’s the good news—interactive content marketing is offering a solution. As third-party data becomes harder to access, brands can turn to interactive content to collect first-party data more effectively and, importantly, less invasively. According to a survey of 1,600 marketers, 45% said interactive content was the most used type on social media, while 77% reported it was the most effective.
Interactive content doesn’t just gather data—it also drives higher engagement. In fact, interactive content receives 28% more views than static content, and users spend 4.6 more minutes engaging with it on average. But how do you incorporate this on social media and digital platforms effectively?
Here are some practical strategies to make interactive content work for you in 2024.
Why Interactive Content Matters
The rise of interactive content—quizzes, polls, games, and more—is not just a passing trend. It allows brands to gather first-party psychographic data, keeping them compliant with data regulations like GDPR while offering valuable insights. Moreover, it engages audiences and builds stronger connections, thanks to its dynamic and participatory nature.
Incorporating interactive elements on your social media channels and website can be a game-changer for your marketing strategy. Let’s explore how to implement different forms of interactive content to make the most of these digital spaces.
How to Leverage Interactive Content on Social Media Platforms
Quizzes and Polls for Engagement and Insights
Quizzes and polls are easy to set up and highly engaging. Platforms like Instagram, Twitter, and Facebook offer built-in features for running polls and quizzes, making it simple to engage users in real time.
How to Implement on Social Media:
• Instagram Stories: Use the Poll sticker or Quiz sticker in Instagram Stories to ask questions related to your product or service. For instance, a skincare brand could ask, “Which do you prefer: Night Cream or Day Serum?” to gather user preferences.
• Twitter Polls: Twitter polls are a great way to gauge opinions on trending topics or industry-specific questions. For example, a coffee brand could run a poll asking, “What’s your go-to coffee order?” to gather insights and spark conversation.
Pro Tip: At the end of your quizzes, direct users to an additional action like visiting your website or signing up for a newsletter based on their results.
Interactive Videos and Dynamic Presentations for Captivating Content
Interactive videos allow users to engage with the video by clicking on hotspots, choosing the path of a story, or accessing additional resources. They work exceptionally well for social media platforms like YouTube, Instagram Reels, or even LinkedIn.
How to Implement on Social Media:
• Interactive Explainer Videos: Create a dynamic video that guides users through different features of your product. For example, a tech company could demonstrate how its software works by including clickable hotspots or branching options within the video.
• Instagram Reels with Call-to-Actions: Use the Reels format to create short, interactive tutorials or ask viewers to vote or comment on the next step in the series.
Pro Tip: You can integrate interactive videos into YouTube Cards and End Screens to drive users to additional content or CTAs based on what they watched.
Polls, Surveys, and Feedback Forms for Real-Time Interaction
Surveys and polls offer two-fold benefits: real-time engagement and data collection. With platforms like Instagram Stories, Facebook Polls, and LinkedIn Surveys, you can collect direct feedback or insights from your audience.
How to Implement on Social Media:
• Instagram Stories: Use the Question Sticker to ask open-ended questions and encourage followers to share their opinions. For instance, a restaurant could ask, “What dish would you like to see as a weekend special?” and gather fresh menu ideas.
• Facebook Polls: Run longer-form polls to gather more detailed insights, like product preferences or service improvements.
Pro Tip: Use the insights from polls and surveys to adjust your marketing strategies or product offerings in real time.
Games and Simulations for Enhanced User Experience
Games are an excellent way to draw in audiences and encourage them to spend more time with your content. They can also drive shares and generate excitement for your brand.
How to Implement on Digital Platforms:
• Gamified Stories: Use Instagram Stories to create interactive games. For example, a CPG brand could use the Question Sticker and Countdown Timer to host trivia challenges where users guess the new flavor or product release.
• AR Filters and Games: Use Instagram’s AR filters to create an engaging experience that resonates with your brand’s identity. For example, a fashion brand could design an AR filter that lets users “try on” sunglasses or accessories virtually.
Pro Tip: Keep your games simple and relevant to your brand, and offer clear incentives, like exclusive discounts or giveaways, to encourage participation.
How to Leverage Interactive Content on Digital Platforms and Websites
Interactive Calculators and Tools for Tailored Experiences
Interactive calculators and tools allow users to receive personalized insights or recommendations based on the information they provide. These tools are perfect for engaging your audience on your website or through your app.
How to Implement on Your Website:
• Personalized Calculators: Create a calculator that provides personalized recommendations. For instance, a fitness brand could create a “Calorie Counter” or “Workout Plan Calculator” that offers tailored results based on user inputs.
• Virtual Try-On Tools: If you’re a fashion or beauty brand, adding a virtual try-on tool can help visitors visualize your products, increasing conversion rates.
Pro Tip: Promote these tools through your social media channels to drive website traffic and encourage user interaction.
Interactive Infographics for Storytelling
Interactive infographics help simplify complex information while keeping users engaged. They’re ideal for breaking down data or explaining detailed processes in a visual and dynamic way.
How to Implement on Your Website:
• Clickable Infographics: Allow users to click through to explore data points or learn more about specific elements. For example, a travel brand could use an interactive infographic to show different travel itineraries with clickable details for each destination.
• Interactive Maps: Add interactive maps to your website to showcase key locations or service areas. This works well for hotel chains, real estate companies, or tourism agencies.
Pro Tip: Promote your interactive infographics on social media with teaser posts or videos to generate interest and drive clicks to your website.
Image Sliders and 360-Degree Views for Product Exploration
Image sliders and 360-degree views allow users to interact with your products, giving them a closer look at what you offer.
How to Implement on Your Website:
• 360-Degree Product Views: Show all sides of your product, giving customers a comprehensive view. This works well for CPG brands, especially those in retail or e-commerce.
• Before-and-After Sliders: Perfect for beauty brands, home decor companies, or fitness apps, these sliders allow users to see transformations or the effects of using your product.
Pro Tip: Integrate image sliders into your social media ads to boost engagement and drive users to your website.
Embrace Interactive Content in 2024
Interactive content marketing is quickly becoming a must-have strategy for brands across industries. By leveraging these digital features on your social media channels and website, you can enhance your audience engagement, gather valuable insights, and provide a richer, more memorable experience.
Ready to elevate your brand with interactive content? At Golden Hour Co., we specialize in crafting personalized, data-driven strategies that help brands connect with their audiences. Get in touch at danielle@goldenhourcodigital.com to learn how we can help you embrace interactive content marketing and create engaging, high-impact digital experiences!
