Discover how interactive content can increase your user engagement

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Investing in interactive content is one of the main ways to achieve the much-desired online engagement. This is mainly explained by the fact that competing with the volume of simultaneous data that the Internet has conquered in recent years is an increasingly difficult task.

To stand out, it is necessary to stimulate user participation and understand the public as the protagonist and not simply a receiver of information. Interactivity is the key to generating an impactful value proposition and accumulating positive metrics at the end of the month.

So, if you want to understand more about this fascinating topic, why choose vk database in this article we will answer all your questions!

The role of interactive content in digital engagement
Before learning how to elevate your content by using interactivity, it is important that we understand the value of engagement in Digital Marketing strategies .

Think about how much content you, as a user, come into contact with in a 24-hour period.

We're sure the volume is high! Of these pieces of content, how many of them receive a comment from you or any other action beyond viewing?

The user may like something when he sees it, which is very good, and that, in the future, can contribute to brand recognition strategies .

But engagement with interactive content is responsible for showing brands how many people really like what they are getting and how much they are willing to interact.

Marketing and Communications sectors do not create content to archive it shortly after. There are metrics and strategies behind it and the best way to achieve the objectives is to gain the public's attention and deserve all the engagement that arises as a result.

Users are increasingly looking for a value proposition .

That's why it's no longer useful to visualize your customers as numbers on a computer screen: you need to understand their likes, pains, and struggles, gather everything into one big calendar, and transform the information into relevant content .

That way, you can be sure that your conversion rates will be much higher.

People who create real connections with brands become great promoters , passing on their positive experiences and generating even more potential for new business.

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See the advantages of investing in interactive content
Minute by minute, people are bombarded with information from all sides: when they go to news sites, log on to Facebook, scroll through Twitter or post a selfie with friends on Instagram .

A huge amount of data flows through the timelines of users around the world, but little content remains in the public imagination.

As a brand, you need to conquer real estate. Not just on a cell phone or computer screen, but in real life. After all, the ultimate goal is sales conversion !

By investing in engagement with interactive content, it is possible to retain an audience that is attracted by the content and, more than that, wants to continue interacting and discovering new things.

More than viewing a photo or watching a video, this is an interactivity metric capable of predicting sales and mapping the people who are most likely to become customers .

Learn the best ways to work with the resource
Content creators face the great challenge of staying in the spotlight.

To use interactive content strategy in the best possible way, there are some steps that must be followed carefully.

Define a goal
First, you need to define the objective of your campaign. The more diffuse your action is, the less likely you are to impact the right audience and generate conversions.

So, you need to understand what the main needs are right now. List them and turn them into campaigns.

On social media, there is growing investment in unified content, which is part of a larger purpose and, together, is responsible for achieving the brand's objectives.

No more thinking about post by post separately. Once you've established your goals, you can determine which are the best formats for interactive content.

Create buyer persona strategies
What works for one audience may not work for another. That's why it's important to have a well-defined buyer persona to understand the best ways to create this type of content.

Brands working with an older audience, from 55 years old and up, for example, must be careful that the material is not too complex for a group that does not have the same skills as a digital native.

The same is true for the profiles of users who live in very distant regions. When we think of the most remote corners of our countries, we are dealing with many places that do not have good quality internet.

In that case, the idea is to work with simpler content and avoid those that require more loading time .


In addition to the two examples we mentioned here, keep in mind that your entire strategy will change depending on the profile of the people you want to reach.

Projects that try to embrace everyone at once do not generate the same engagement as those that seem to have been created exactly for each person who interacted with it.

It is necessary to know, study, map and find the main trends capable of becoming interactive content suitable for each type of buyer persona.

Understand which channels are suitable
Defining your persona will also be important in understanding the best promotion channels. If the majority of your audience is on Instagram, for example, invest most of your creative energy into this social network.

With analysis, it will be possible to enjoy the platforms in the best possible way. TikTok, for example, the social network that has been conquering the world has a very specific audience.

By analyzing the profile of users, we discovered that several brands can afford to "ignore" the success of this network and invest in those environments where they can truly conquer space.


Bonus: The best interactive content formats
After understanding the main data on the topic and recognizing the importance of working with the strategy in search of engagement, we selected the best interactive content formats for you to see their practical application.

Live videos
Live content is a great way to answer questions and have personal contact with your audience. With it, you can create a dialogue, something that is difficult to do on social media, and offer personalized and much more relatable content.

Questionnaires
There are several ways to work with interactive quizzes . Using this strategy, you can engage the reader in a way that they continue to answer the questions, largely due to the different atmosphere offered.

A good example is the travel platform Orbitz , which, through an interactive questionnaire, asks the reader if their travel companion is the "perfect match."

With fun and light-hearted questions, the reader is guided to the end of the questionnaire. To receive his answer, he just needs to convert, leaving his name and email registered.

At the end, you receive the result with the contact of the Orbitz company and how it can be useful in business travel situations.

Useful tools for your end client's work
A good example is interactive calculators . Companies that have bakers as end customers, for example, can create resources so that each person can add the ingredients of the recipe and find out the best way to price them.

An example is the ROI calculator we made at Rock Content , which offers a resource to support Marketing professionals who visit us with the calculation of the efficiency of their initiatives:

Interactive tools, when considered to make everyday life easier for the public, become great allies, and not only at direct moments of purchase .

Brand reinforcement and recognition, in this case, is powerful.

Interactive videos
Who has seen the episode of Black Mirror where the viewer is responsible for the entire story?

Maybelline , a giant in the global cosmetics industry, ran a campaign using interactive videos , where the user could learn a makeup tutorial based on their personal tastes.


Browsing through the options, the end of the video brought up a full tutorial within that specific person's style profile.

In this case, interactive content also offers personalization . Using the brand example, imagine how many people are not very fond of heavier makeup or how many like more colorful shades.

To appeal to as many people as possible with static posts, we need to invest a lot more time than we could otherwise put together the main themes in a single, interactive video.

Regardless of the format you choose, always keep in mind the importance of really knowing your brand's audience and finding the best ways to create an interesting dialogue for both parties.

In this way, good engagement numbers with interactive content become the result of great work.