Interactive content

Whilst requiring higher investment in terms of user time and effort, interactive content creates a much more valuable engagement with your audience, developing a deep and lasting relationship between them and your brand.

This can take the form of relatively casual interactions such as fun polls and quizzes, or become a significant part of your audience’s life through something like a mobile strategy game. In general, the more complex and demanding an experience is for the users, the more costly it is to create. For this reason, tools, software and games are to be considered inherently ambitious and high-risk projects.

Lighter experiences such as polls and quizzes can be ways to test the audience’s appetite for something more complex. These are also a highly effective means of gathering audience insight unavailable elsewhere. Social media insights tools can tell you plenty about the basic demographics of your audience, but to find out what they think about your brand, products and competitors, you need to use polls and surveys.

Consider questions that are fun to answer while also giving you some valuable data. Utilise polling tools on each social network to ask different questions to different sections of your audience.