In a growing digital age, content is taking on many forms, and for marketers, the end goal is to capture the user’s attention and encourage them to take action. That’s where interactive content comes into play, as it allows marketers to engage with their audience while capturing important insights. According to Ion Interactive - Rock Content, interactive content is content where the audience actively participates instead of just passively reading, watching, or listening. 

Examples of interactive content  

Interactive content might involve clicking on an item to reveal it and learn more, or answering a series of questions that calculate a score. Other examples include quizzes, calculators, assessments, polls, and interactive infographics, whitepapers, and videos. 

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 When it comes to measuring effectiveness, all of these types of content have proven to drive traffic to websites, increase conversion, and educate users about a brand. Hence interactive content gives marketers the ability to track interactions and better determine success. 

 “60% of marketers create at least one piece of content each day,” --eMarketer

That’s why we made UNUM, one place to store and design all of the content you’ll need to share or post on social.

The stats you need to know

According to Hubspot and Top Rank Marketing, marketers should be familiar with the following interactive content statistics: 

1. 53% of all marketers report using interactive content. (Content Marketing Institute and Ion Interactive)
2. 93% of marketers agreed that interactive content is effective in educating its buyers. (Inc.)
3. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors. (SnapApp)
4. 63% said they use interactive content to educate their audience. (Content Marketing Institute and Ion Interactive)
5. The number of interactive posts has increased by 33%. (Buzzsumo)
6. The most shared quiz in the last 5 years has gotten a total of 5.4 million social interactions.  (Buzzsumo)
7. 81% of marketers agree that interactive content is much more effective at grabbing people’s attention than static content. (Content Marketing Institute and Ion Interactive)
8. 66% of marketers have reported greater audience engagement after using interactive content. (Content Marketing Institute and Ion Interactive)
9. 79% of marketers said that combining interactive content with other content marketing tactics increases message retention. (Content Marketing Institute and Ion Interactive)
10. 79% of marketers said interactive content can be reused a lot, leading to repeat readers. (Content Marketing Institute and Ion Interactive)
11. 75% of marketers said non-gated interactive content offers a sample of the brand and nurtures leads. (Content Marketing Institute and Ion Interactive)
12. 68% of marketers said interactive content makes it easy to repurpose passive content. (Content Marketing Institute and Ion Interactive)
13. Interactive content generates 2x more conversions than passive content. (Demand Metric)
14. 54% of marketers use interactive assessments, making it the most common type of content. (Content Marketing Institute and Ion Interactive)
15. The top five most effective types of interactive content for the top of the funnel are contests, games, quizzes, interactive infographics, assessments. (Content Marketing Institute and Ion Interactive)
16. The top five most effective types of interactive content for the middle of the funnel are calculators, interactive white papers, interactive eBooks, interactive lookbooks, and wizards. (Content Marketing Institute and Ion Interactive)
17. Interactive content is most commonly used on landing pages, social media platforms, microsites, and blogs. (Content Marketing Institute and Ion Interactive)
18. The most effective type of interactive content for the bottom of the funnel are configurators. (Content Marketing Institute and Ion Interactive)
19. Virtual Reality (VR) and Augmented Reality (AR) traffic will increase 12-fold between 2017 and 2022 globally. (Cisco)
20. 85% of B2B marketers are already using or plan to use interactive infographics as part of their strategy. (DemandGen)
21. 75% agree that non-gated interactive content can provide a “sample” of the brand, resulting in a higher degree of lead nurturing. (Content Marketing Institute)

Interactive content is the boss

Social media was naturally designed to be interactive as users are able to like, share, retweet, send direct messages to followers, and more. When it comes to social engagement, and analyzing KPIs (Key Performance Indicators), one of the biggest drivers is the quality and the timing of the content. This is why it’s so important to have a dedicated location where all of your past and future content lives so that you can gauge what posts are resonating most with your audience. The key to producing successful content is understanding the style, brand, and voice that is resonating most with your social media community. 

Ninety-three percent of marketers rated interactive content as highly effective at educating prospective customers. Customers want content when they want it and marketers have a unique ability to deliver just that. There is no better time than the present to continue creating interactive content at the right time that engages your audience, increases brand awareness, instills loyalty, and increases business. 

“Interactive content just happens to be the new and improved way to interact with customers. It’s about establishing a two-way conversation. Prospects and customers decide what content to consume, how and when they want to.” --Lee Odden, CEO TopRank Marketing