According to recent research, “71% of small-to-mid-sized businesses use social media to market themselves, and of those who do so, 52% post at least daily.”
With this many businesses using social media, there’s no shortage of content on these platforms. And that means there’s fierce competition for your target audience’s eyes and engagement.
As such, companies are always on the hunt for new ways to stand out among all the competition with their own content on social media.
For example, interactive content is one of the best ways to differentiate your brand and marketing efforts from the competition.
Interactive vs Static Content: Why It Matters
Interactive content encourages people to get involved. It often requires them to participate in moving the content story forward, rather than just viewing it passively.
In addition, interactive content is crucial for genuine engagement on social media. It is great for fostering powerful consumer-brand connections that drive conversions.
Here’s more on how interactive content can help boost your brand’s engagement on social media.
Reach More People With Interactive Vs. Static Content
You need your audience to stay engaged if you want to grow your business with social media.
Engagement can serve two important roles in your social media success. First, it helps you stand out within the every-changing algorithms on the major platforms. Second, it helps you reach more people.
With interactive content like animated call-to-action buttons, quizzes, contests, and polls, you can encourage your audience to participate in the story. And participation is the first step in engagement!
The more engaged people are with your content, the more likely they are to share and converse about it. When that happens, your reach will extend beyond local, state, and even international lines.
Build Brand Awareness and Recognition
Interactive content can also help build brand awareness / recognition on social media.
People learn about your brand and keep up with it through content.
If you offer exceptional enough content, your audience will be more likely to want to know about your brand, stay informed, and engage with it in the long term.
Interactive content done right can be exceptional. It will make it easy for people to become aware of your brand and recognize it no matter how or where they encounter it.
And by publishing interactive vs static content, you stand to establish yourself as an expert and thought leader, including your overall brand itself.
You’ll have a better chance of making your presence known in your industry if you can provide real value in a fun, exciting way.
Focus on Quality Over Quantity
If you want your interactive content to really boost engagement, focus on quality over quantity in the creation process.
Companies that have great success on social media take a similar approach to content generation. People are more likely to engage with content that is both relevant and delivered in a format that resonates with them.
Although not everybody enjoys interactive content, most people will respond to something unique and different.
Don’t be afraid to take risks, aiming to immerse your audience with a content experience as opposed to some same old mundane content or activity. You will be surprised to see who responds to it.
So quality comes first, even if you can’t create and share as much volume. Unless your materials manage to win engagement and eyeballs, what’s the point in creating more content anyway?
You should expect one piece of quality interactive content each week to outperform daily static, “me too” blog posts without any special angle or flair.
Drive More Conversions Using Interactive Vs. Static Content
Conversions are immensely important for you to grow your business. And fortunately, you can drive more conversions with interactive content.
It’s not enough for your followers to read what you wrote / view what you’ve created and leave. Try to craft your materials in a manner that will help them form a personal connection with it.
When you decide to make your content interactive, you essentially humanize it. This sort of direction can guide your audience to connect deeper with your brand as well as your business.
When people are emotionally connected to a brand, they’re more likely to invest in it.
In other words, you’re more likely to get them to visit that link in your bio and convert. The specific Call to Action (CTA) can vary, whether it be to make a purchase, download an eBook, sign up for your email list, or RSVP to an event.
Access to lots of feedback is another benefit of interactive content that can take your social media pages to the next level.
Take Advantage of Feedback
Interactive content encourages participation, which will result in your receiving feedback via the process. With this information, you can step up your social media game in the future.
Interactive content enhances the customer feedback process, directly and indirectly.
For instance, you can ask your customers exactly what you want to know in surveys or polls. You can even gather information about your target audience through quizzes or calculators.
Aim to collect more data about your target audience and how they engage with your content from the start. Build it into your plans and strategies.
For example, you can see exactly where someone disengages with your interactive content and make adjustments that garner more engagement on social media.
Alternatively, you can see which kinds of interactive content are working best, by tracking how many viewers complete the desired action / CTA.
Conclusion: Interactive Vs Static Content
You stand to really boost your social media content by choosing interactive vs static content in your promotions.
First, however, you must create bandwidth in your business processes for interactive content marketing.
Start by defining a clear strategy for that aligns with your social media and content marketing goals. And of course, be sure this fits within your overarching marketing strategy, as well.
From there, you can start experimenting with and creating interactive content that resonates with your target audience. Share it on social media to see which pieces boost engagement the most.
Don’t be afraid to get creative, take calculated risks, and let your brand shine in all that you create.
Feature Image Credit: Wikimedia, CC BY-SA 4.0
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.
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