Statistics proving that interactive content is the future of marketing
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For any marketer looking to execute a content strategy, one thing that’s always a consideration is how to keep users engaged – whether that’s existing customers with whom you want to build loyalty or new users with whom you want to boost brand awareness.
There are many ways to create engaging content, and one of the ways to do this is by making it interactive. This type of content can be made and used in various formats and across a variety of platforms, including social media, landing pages, and whitepapers.
In this blog, we’ll dive into what interactive content is, before exploring some key statistics that show exactly interactive content is the future of marketing, but also exactly why it should be.
What is interactive content?
There’s plenty of content out there that consumers will consume passively – for example, webpage content, social media posts, and news articles. Interactive content prompts quite the opposite, and refers to any type of media that encourages users to engage actively with it. The reasons for this can vary depending on the objectives of the publisher; it could be to entertain a customer base, educate users to encourage them to buy a product, or it might be to prompt engagement for brand awareness/loyalty.
The interactivity of these can take many forms including swipes, clicks, and the input of information. Similarly, interactive content can come in a range of formats, and here are just a few examples:
- Surveys
- Quizzes and polls
- Infographics
- Games
- Videos that prompt interaction
- Calculators
- eBooks
- Interactive articles
This content can also be referred to as ‘dynamic content’, as it requires user input, and can subsequently be responsive to the actions of that user. Because of this, it’s often a lot more engaging and personalised than a lot of static content, and is good for enhancing user experience (UX). In turn, this could lead to much stronger figures when looking at engagement metrics, and those all-important conversion rates!
Statistics that highlight the importance of interactive content in a marketing strategy
- Compared to static content, interactive content usually generates twice as much engagement. (Content Marketing Institute, 2023)
- In some cases, it’s been seen that interactive content can double conversion rates. (HubSpot in 2022)
- Interactive content is effective in turning site visitors into sales leads, according to 70% of marketers. (Content Marketing Institute, 2023)
- According to 81% of marketers, interactive content improves brand awareness. (Content Marketing Institute, 2023)
- When compared with non-interactive content, 80% of people are more willing to share interactive content with other people. (Rock Content, 2022)
- Compared to passive content, 88% of marketers think interactive content is better for learning and retention. (Content Marketing, 2023)
- Interactive material – like surveys and quizzes – can help to gather important user data, with 85% of marketers adopting it to learn customer preferences. (MarketingProfs, 2022)
- When compared to more traditional approaches to content, interactive content can increase email sign-ups by 30%. (HubSpot, 2023)
- By having interactive content on a site, and providing users engage with it, it can extend their time on the website by up to 50%. (Forbes, 2023)
- This type of content, according to 93% of marketers, is effective for keeping consumers engaged. (Demand Metric, 2022)
- Social media posts that are interactive get four times as many interactions as those that are not. (Social Media Examiner, 2022)
- Sales growth is greatly impacted by interactive material, according to 70% of sales and marketing executives that were asked. (Demand Metric, 2023)
- When compared to standard content, interactive content has double the chance of attracting new customers for those that use it. (Forbes, 2022)
- When compared to traditional content, 65% of marketers state that interactive content improves their return on investment. (Content Marketing Institute, 2023)
- Quizzes are a prime example of interactive content that can boost click-through rates by up to five times. (Content Marketing Institute, 2022)
- According to 89% of marketers, interactive content enhances user experience by a great amount. (Demand Metric, 2022)
- Interactive content is used by 60% of marketers as part of their customised marketing plans. (MarketingProfs, 2023)
- Interactive infographics can enhance user engagement by up to 45%. (Content Marketing Institute, 2023)
- When compared to static content, interactive content can increase conversions by 2-3 times. (HubSpot, 2023)
- Interactive content can boost customer loyalty by 35% (HubSpot, 2023)
Sources:
- Content Marketing Institute
- Demand Metric
- Forbes
- HubSpot
- MarketingProfs
- Rock Content
- Social Media Examiner
Needing some support with your own content strategy?
Need a hand implementing a content strategy? Whether you’re looking for engaging blog content to support your commercial pages on site, or you’re looking for interactive content – like a quiz – to be built on your site, we’ve got a dedicated team on hand to help you.
Whether that’s our talented team of content writers, or our Creative team, we’ll help bring your ideas to life.
