Interactive content can engage users more than text, photos, and video alone. Well-crafted interactive content gives users an opportunity to engage with your brand in a unique and lasting way, but there are things you could be doing to get even more out of your interactive content! Here are 4 ways you can make sure your interactive content is getting the eyes it deserves.
1. Choosing where your interactive will “live”
Before developing your interactive content, it’s important to first consider where it will be placed when it is complete. Most interactive content will live in 1 of 2 places: embedded with existing content (for example, in a blog post or existing site framework) or on its own in a microsite.
If you have an existing site or blog that already gets a lot of traffic, placing your interactive in your existing blog or site is a great option. This will help you get more eyes on your content and could help drive even more traffic to your site.
If you really want your interactive content to shine on its own, creating a microsite is something you should consider. This option works great if you are unhappy with your current website and would like to give your content a fresh face. A microsite can be used as an entryway into your existing website, giving users the first impression your brand deserves. The sky’s the limit with this option as you have complete control over the browser window and what web technologies you can use, whereas on your existing site you are limited by the predefined standards of that site.
2. Layout and content
Once you know where your interactive content will live, you can start to think about its layout, content, and interaction design. In the world of interactive content, less definitely means more. While people are conditioned to read a lot on the web, they tend to scan instead of reading thoroughly. Having bite-sized bits of text that are easily scannable will help ensure users get the most out of your content. If you have topics that you need to elaborate on, you can hide content behind a button click for the user to decide if they want a deeper dive.
That said, too much interaction can be daunting to the user and take away from their experience. Before adding extra interaction you should ask yourself: will this delight the user? Extra interaction should feel like a toy that’s there if the user chooses to play with it. Play should only be used to reward the user and should never be a required interaction, as that takes the joy out of the experience and may sour the viewer on continuing the interaction!
3. Making your interactive sharable
Sharing interactive content can be a little more complicated than sharing a static image or video. Unfortunately, you cannot directly embed interactive experiences into social media posts; by default it will only share as a URL. To make your shares more visually appealing, try adding a piece of artwork from your interactive — simply save it as an image and include in your post along with the URL. Both Facebook and Twitter allow this. If your interactive content involves a lot of animation, you can even embed an animated gif with your post.
Another important piece of getting social engagement is to make sure your interactive content has buttons for users to share on popular social networks. You even have control over pre-populating the post with text and URLs, creating a frictionless and quick sharing experience for the user.
You can also provide an embed code so others can put your interactive directly into their site or blog post. This will get even more eyes on your content and can help drive people back to your site and social channels.
4. Remember to monitor analytics
For something that is highly interactive by nature, analytics are a necessity. Without analytics, you won’t know who is engaging with your content or if your content is keeping users on your site. At which parts of the interactive did most users abandon? What percentage made it through the entire experience? How many people are using your share buttons? These are all questions that can be answered with analytics. Understanding these metrics will allow you to create even more engaging and successful interactive content in the future.
What are you doing to make sure your interactive content receives the engagement it deserves?