RULE 8:
Add interaction

RULE #8

Offer more than a passive experience

Interactive content keeps audience attention for longer and is more memorable.

There was a time when you couldn't log onto Facebook without encountering a quiz promising to reveal things about yourself you never knew you wanted to know.

Thankfully, the interactivity of content has diversified a lot as technology improves. Take Black Mirror's recent interactive episode, Bandersnatch, on Netflix as one example.

Interactive content examples:

Polls and surveys
Interactive or in-page video
Calculators
Quizzes
Interactive dataviz
Interactive maps
Competitions

Interactive dataviz
Interactive maps
Competitions

36%

of marketers consider interactive content creation a top priority for inbound

Hubspot, 2018

One of the reasons interactive content is so compelling is that it by its very nature offers a certain degree of hyper personalization to users. Your experience changes depending on your personal input or action.

Interactivity should give users something in return for their engagement: a faster route to their end-point or a hyper personalized output.

Interactive video ads boost viewing time by 47%

Magna

Do you intend to create more interactive content?

Yes, definitely
Possibly
I don't think so
Definitely not