With depleting attention spans and increasing content consumption, brands today have their task cut out for them. It’s no longer just about giving the customer the information they need. It’s about making sure the information one shares will attract customers, whether they think they need it or not. That’s not to say that content quality is not a priority. It most definitely still is. However, in an age flooded with information, brands need to up their game in order to grab eyeballs. In this article, we’ll explore how interactive content might be just what one needs.
As the name suggests, interactive content is that which invites interactivity. It refers to any kind of content that encourages active audience participation and engagement.
Think of it this way. As you’re reading this blog, you are looking at what is called static content. All you have to do with it is read it. Now if at the end of the blog, we gave you a quiz, you would need to answer questions. That would become interactive content as you would be required to actively engage with the quiz. Typically, this kind of content reacts to the audience's input, i.e., it enables a two-way communication between your customer and your content.
Netizens today frequently come across interactive content. That quiz you took to know which fictional character you resemble, the website that asked you a series of questions before it showed you its product, the calculator you used to figure out your loan payment; are all examples of interactive digital content. One study even reported that 62.3% of businesses utilized interactive tools in 2024.
As with all things marketing, to utilize interactive elements effectively, you need to understand your audience well. Are they coming to you for in-depth information and industry-specific insights, or do they need something lighter, perhaps visuals that stand out with easily digestible bytes of information? Based on your specific requirements, you can decide which of the following interactivities you would like to incorporate in your digital flipbooks. Let’s take a look at a few options.
Videos are surprisingly versatile content pieces. On their own, they may come across as static content, but with some edits, they can lead to a deeper, more immersive reading experience.
For example, a real estate company may create a 3D walk-through video of the property they are selling. They can also use augmented and virtual reality technologies (AR & VR) to give their patrons a real feel of the place.
Another way to make videos interactive is by making certain parts of the video clickable. This will give customers control over the direction of the video, enabling a personalized journey.
Infographics are visual representations of information. They could be in the form of charts, graphs, timelines, lists, and so on. For a while, many marketers believed that the popularity of these nuggets of information was on the decline. However, with the use of technology, infographics seem to have been reborn, with some stunning upgrades.
Just like videos, infographics too can be made clickable. Content can be made to pop up when a reader reaches a certain point, and hidden information can be displayed on mouse-hover. All these enrichments can be used to enhance your digital flipbook.
At first glance, you might not associate assessments with marketing. After all, what could you possibly evaluate your customers on? Well, that’s where you’re wrong. Interactive assessments can be used in a number of ways to engage your audience, gain insights into their behavior, and even generate leads.
Common forms of interactive assessments include word searches, puzzles, match-the-following, and other such challenges. Perhaps the most loved form of these assessments are quizzes.
Quizzes are a fun, light-hearted way to get your flipbook readers to interact with your content. They can also be used to navigate the customer's journey through your flipbook, by guiding them to the most relevant content you provide, based on their quiz answers.
Calculators work as a substitute for your sales team. When a customer is going through your digital flipbook, a strategically placed calculator can step in to address their pain points immediately.
Calculators are of course most commonly used to help customers estimate budgets and costs. However, they can be used more creatively as well. For example, a fitness brand can use them to help customers calculate their daily calorie intake. The same brand can also use a calculator just for engagement purposes, such as helping customers calculate how well they’d do at the Olympics, at their current fitness levels.
With just a couple of examples of interactive content for your digital flipbooks, it is clear that this kind of content can lead to more qualitative interactions with your customers, higher engagement levels with your brand, and more insightful data about consumer behaviors. Most importantly though, none of this is difficult to implement.
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