What it Takes to Design Successful Interactive Content
This is especially important at a time when consumers’ attention spans are getting shorter— one Microsoft study found the average attention span to be 6 seconds long, which is a 50% decrease from less than 20 years ago. If you want your interactive content to stand out and keep audiences interested, there are a few tactics to keep in mind when crafting new campaigns.
You want to engage with current and future customers in new and unique ways, but make sure you plan ahead according to a strategy, rather than drop a campaign out of nowhere. Supremely critical to the planning process is articulating objectives for your campaign, so you can tailor the content you create for what you want accomplished. Some examples include increasing brand awareness or social media followers, gathering information about potential buyers, or growing an email list.
Consumers love when content feels personal to them. Find ways to give your campaign a touch of customization. For instance, do you want your audience to submit their own content (caption, photos, stories, etc.) for your brand’s contest? Or would you like to keep things simple and ask them to participate in a quiz or survey? The possibilities are endless.
Go the extra mile with experiential marketing. Host a live chat on Twitter or an AMA on Reddit to encourage your audience to activity participate with your brand. This will help to dissolve the barriers that separate your customers from your brand or business, allowing for increased brand sentiment and encouraging more user engagement.
Don't forget to analyze your results. Every interactive campaign should undergo a proper analysis of how it performed. Establish the measures of your campaign’s success (or lack thereof). For example, you can measure campaign interactions (video views, votes, etc.), campaign traffic and page views, and more. Performance measurements can tell you where to improve as well as what strengths should be incorporated into future campaigns.