01 Apr The State of Interactive Content Explained by Vidyard
Vidyard’s recent article about today’s interactive content provides readers with helpful information on how content recently evolved from traditional to interactive.
To understand where interactive content came from, you have to understand where content marketing came from. A few years ago, marketers began shifting strategies by providing content to their clients that would make them a trusted source of information.
But content is starting to become white noise to users because there is so much of it and companies need to find new ways to separate themselves from the pack. The big problem with traditional content, like blog posts, is that the user can still ignore them. The idea with interactive content is to produce something so compelling that it’s impossible not to engage with it.
The issue with content marketing is that people don’t want to read walls of text, no matter how compelling and well organized they are. Interactive content makes the subject matter more interesting to consume and it is a way to gather early customer data in a non-scummy way.
SnapApp recently identified ten types on content, including interactive video, that are categorized as either visual or personalized.
The visual category encompasses things like infographics and images galleries and the personalized category is designed to make customers truly live the benefits of a solution. Items like ROI calculators make things personal since customers can use their own numbers to stimulate the potential return on investment while using a company’s product.
Interactive content provides a brand with customer inputs that it previously did not have access to. Marketers have found it 60% better than traditional methods at generating leads and 40% better at nurturing existing leads.
Why Interactive Video Appeals
In the last few years, video has become one of the most used marketing tools for businesses looking to reach audiences in a more appealing and captivating way. When traditional video became too common, brands began searching for the solution to make their videos stand out – and that solution was interactive video.
Interactive video supports user interaction with clickable buttons that perform an action when selected. These interactive tools allow brands to improve their customers’ experience by increasing engagement and promoting a stronger, lasting relationship with the customer.
We love reading about interactive content and the benefits users receive when using interactive tools. Now is the time for marketers to start engaging with their audiences on a deeper level and the place to start is by creating compelling, interactive videos for viewers to enjoy.