Making Your Data Interactive

By November 29, 2017 December 19th, 2019 Interactive Content, Visual Communication
Making Your Data Interactive

Whether static, animated, or interactive — or a campaign combining many deliverables across these mediums — each potential format that your visual content could take offers a different way to engage your audience. Your goals and content will determine what the right format will be. In this post we’ll look at situations where interactive content might benefit you, as well as marketer perspectives on the medium.

Is Interactive Content Right for Your Message?
Selecting the right medium for your content is a decision best made with a team of visual communication experts (whether in-house or through a trusted agency). It’s tempting to run with the medium you think is the most dynamic, cutting-edge, or technologically advanced, but these motives don’t always do justice to the information you’re working to convey and the goals you’re trying to reach. What your message is, the level of complexity and detail, the audience you’re trying to reach, and more will help your agency and/or you to make the right decision.

Making Your Data Interactive

With that being said, when interactive content is the winner for your story and goals, it certainly yields benefits that can help set you apart and gain traction in your industry.

Interactivity Can Improve User Experience, Understanding, and Trust
Interactivity encourages users to explore detailed information in an engaging and often-customized path. When they get to decide what information to look at and in what order, they control the experience you’ve created and become participants in your narrative.

In a 2015 study, researchers found that interactivity led to more positive assessment of a website’s interface, as well as greater cognitive absorption.

In a different study, a DemandMetric survey asked marketers to evaluate the efficacy of interactive content vs. passive (static) content in a variety of ways. This kind of comparison can naturally place extra emphasis on the newer concept (in this case, interactive content); still, static content has a firm place in the world and remains the best choice for certain endeavors — certainly above text alone.

Making Your Data Interactive

The naturally inviting format of interactivity really works to your advantage when your content is complex, highly detailed, and/or lengthy. Using interactive components like tabs, parallax scroll, tooltips, and more, you can organize and file away your information chronologically, by priority, or by some other form of sectioning. In this way, over the life of the experience your audience gets the full story without being overwhelmed with everything at once.

Interactive Content Could Improve Your Standing in the Marketplace

Making Your Data Interactive

Are you among the more than 1 in 2 marketers using interactive content — and if so, what benefits have you seen for your business?

Lucy Todd

Author Lucy Todd

Lucy Todd is the Chief Process Officer at Killer Visual Strategies. She is a Seattle native and Western Washington University graduate. Her degree in Creative Writing and her customer service background both inform her work daily. A Killer employee since 2011 and executive since 2014, Lucy has researched for, written, and/or project-managed over 4,000 projects for the company, affording her key insight into our processes and projects. This experience is invaluable in allowing her to lead and empower Killer’s content and project management teams to success. Lucy enjoys managing the day-to-day at the office, offering a unique perspective when a team or colleague feels stuck, and learning from her peers and clients each day.

More posts by Lucy Todd

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