Today's entertainment consumers don't just want to read content – they want to participate, influence, and co-create. For performing arts and media organizations looking to maintain relevance and deepen engagement in an increasingly competitive digital landscape, this evolution in audience behavior has made interactive content but a necessity.
A striking 88% of marketers report that interactive content helps differentiate their brand from competitors. For the arts and entertainment industry, this shift presents an unprecedented opportunity to transform audiences from observers into active participants in a shared artistic journey.
At StoryStudio, we work with Arts & Entertainment brands to curate targeted interactive marketing campaigns that engage audiences like never before in ways that transcend traditional advertising. Interactive content is more than just an ad the consumer scans through to get to content, it becomes integral to the experience itself.
Why Interactive Content Matters for Arts & Entertainment
Much has been made of a supposed shrinking of audience attention span, and yet movies are longer than ever and albums by major pop stars often eclipse the one-hour mark. It may be more that the modern audience's attention span has evolved beyond traditional linear experiences. Netflix's groundbreaking Bandersnatch interactive film boasted over 1 trillion unique permutations of viewer choices, reflecting audiences' appetite for agency in their entertainment experiences. This shift toward active participation isn't just changing how content is consumed – it's revolutionizing how it's created.
Eighty-one percent of marketers agree that interactive content like calculators, quizzes, surveys and polls are much more effective at grabbing people’s attention than static content. Interactive content keeps audiences engaged longer than traditional content, creating deeper emotional connections and stronger brand loyalty. For arts organizations, this extended engagement translates into increased ticket sales, membership sign-ups, and donor contributions.
Key Interactive Strategies for Arts & Entertainment
Quizzes and Polls
Leading cultural institutions are leveraging personality quizzes and opinion polls to spark conversations and gather valuable audience insights. These lightweight interactions serve as gateway experiences to deeper engagement with artistic content. When the Houston Livestock Show and Rodeo asked us to create an interactive element to raise awareness of this historic and vital part of Texas culture, we built a fun quiz that tested the audience’s knowledge and revealed fun facts about the Rodeo.
Virtual Tours and Maps
Organizations like modern art museums have revolutionized accessibility through immersive virtual tours, allowing global audiences to explore collections in unprecedented detail. These experiences combine 360-degree photography with interactive hotspots, offering deeper context about specific works or artifacts. Destination sites use interactive maps to guide the audience through all the must-see and do highlights of their area, like our campaign for Wachussett Mountain that showcased all the fun events available last summer at this traditionally winter-focused vacation spot.
Platforms enabling choose-your-own-adventure performances and real-time Q&A sessions with artists have become powerful tools for audience connection. Live performance companies like symphony orchestras are experimenting with interactive livestreams where viewers can switch POVs between different instrumental sections during performances. Others are using algorithms to design story arcs that empower an audience to choose between narratives. Both elements are at the cutting edge of new technology and promise revolutionary opportunities for sponsored content as they develop.
Digital scavenger hunts and AR-enabled puzzle experiences are transforming how audiences interact with physical spaces. The Cleveland Museum of Art's ArtLens app gamifies art discovery, challenging visitors to find and interact with specific works while learning about their historical context. Art world disrupters Meow Wolf created a “Psychic Sensor” that reveal unseen dimensions of story, character and artistry when you visit a Meow Wolf exhibit.
Film studios and streaming platforms are also embracing gamified promotion. A24's viral marketing for Everything Everywhere All at Once included an interactive multiverse exploration game, where fans could discover alternate storylines and exclusive content by solving interdimensional puzzles. Netflix's Stranger Things ARG (Alternate Reality Game) challenged fans to work together to solve interactive puzzles to celebrate the launch of season four.
Tips for Creating Interactive Content Experiences
Know your audience. Understanding your audience demographics and technological comfort level is crucial when designing interactive experiences. For instance, while 75% of millennials prefer mobile-first experiences, older patrons might appreciate more traditional interface options.
Optimize for mobile. This tip is just as important as knowing your audience. Mobile optimization isn't just important – it's essential. With over 60% of cultural content being consumed on mobile devices and nearly 97% of consumers owning a mobile of some kind, ensuring smooth performance across all devices is non-negotiable. Every interactive element should be thoroughly tested on multiple platforms and screen sizes.
Never sacrifice quality. Quality remains paramount. High-resolution visuals, professional copywriting, and intuitive user interfaces distinguish premium experiences from gimmicky interactions. The Metropolitan Museum of Art's "Met Unframed" AR initiative exemplifies this approach, offering museum-quality digital experiences that complement rather than compromise their brand.
Keys to Measuring Success and Gathering Feedback
Creating interactive content is only half of a successful strategy. Measuring a successful campaign is crucial to continued success and future content. Key Performance Indicators (KPIs) in interactive content are measurable values — such as time spent on page, completion rates, impressions, engagements, and conversion metrics — that help arts and entertainment organizations gauge the effectiveness of their digital engagement strategies and determine ROI on their interactive content investments.
Where We Go From Here
Interactive content represents the future of audience engagement in the arts and entertainment space. Start small, experiment often, and let audience feedback guide your evolution. Whether it's a simple interactive poll or a complex AR experience, every touchpoint is an opportunity to deepen your relationship with your audience.
Ready to transform your audience engagement strategy? Contact us at the StoryStudio to develop tailored interactive content that resonates with your unique artistic vision and audience expectations.