Fragmented attention? Interactive content!

Hello, marketer; take us out of doubt: how often have you been afraid that your content, which gave you so much work, would get lost in the sea of an infinite scroll? It happens to everyone (at Gratia, we also have the same fear), and the truth is that, in this era of fragmented attention, static content is no longer enough: people don't just want to see; they want to feel, to participate, to live an experience! And that's where interactivity saves the day.

Let's start with what is no longer enough: the pretty photo, the perfect text, and the viral video. Today, the bar of engagement is higher. Why? Because the user is overstimulated, skeptical, and has absolute control over what he consumes. Suppose your content doesn't give them something to do, respond to, or discover. Wow! We saw ourselves at Disney.

More than "Likes": the era of "I Participate."

The 'Like' has become a mere formality. The actual connection is forged when the user transitions from a passive observer to an active participant in the experience. This is where interactivity shines: quizzes, surveys, games, augmented or virtual reality, 360° experiences... the tools are at your disposal; it's up to you to use them to make your audience feel valued and important!

But be careful; it's not about putting an interactive button just for its own sake.

Interactivity must have a purpose and be part of a strategy that generates real value for the user. Would you like some examples?

• Questionnaires that educate: a test on marketing trends that leaves you thinking and gives you tools for your day-to-day.
• Surveys that listen: a survey on what kind of content your audience prefers to know which path to take.
• Games that engage: a themed game to promote a new product that becomes addictive and makes you interact with the brand in a fun way.

Three findings from experience that could be extrapolated to your strategy:

1. People are looking for interactive experiences when searching online.
2. People want to interact and feel important, give their opinions, and check the percentages of a survey.
3. Interactive content can generate up to twice as many conversions as static content. Engagement translates into concrete numbers that do much good when they are in a network performance report.

And watch out—it doesn't end there. Advances in artificial intelligence and augmented reality are opening up a range of unimagined possibilities. In the not-too-distant future, your content can respond to the user's voice, gestures, and even emotions. This could revolutionize how we create and consume content, making it more personalized and engaging.

Certain retail stores are already experimenting with this. Computer vision captures the profile and micro-expressions of people entering the store and offers personalized products. If a coffee shop sees you half asleep, it provides the Super Mega Shot of Coffee to wake you up, and if it considers you with batteries, it gives the Equis Coffee to keep you energized. This is happening; it's not science fiction.

Experience marketing: the future is here.

Interactivity is not just a passing trend. It represents a natural progression from interruption marketing—like the bothersome pop-up—to experience marketing, where users take center stage. As marketers, our task is to develop content that captivates users, involves them in the experience, and leaves a lasting impact.

The essential approach is to put yourself in the user’s perspective (whether they prefer slippers, sandals, or clogs) and consider what captivates, fascinates, and energizes them. Design interactive experiences that resonate, engage, and hold significance based on that understanding. This is the path to truly connecting with your audience.

SNACK ?? to take away, and act fast (we lend you the Tupperware, but give it back— the only one we have!).

• Think about the user: Interactive content should be intuitive, easy to use, and relevant to your followers.
• Look for depth and value in each communication. Don't stop at the superficial: interactivity goes beyond a button.
• Experiment with different formats: don't get married to just one option. You can explore many possibilities, from quizzes and surveys to games and virtual reality experiences. Don't get bored. Keep experimenting and pushing the boundaries of what interactive content can be. Measure and analyze: interactivity can also be measured. Use the data to refine your strategy and keep improving.
• Don't fear the future: technology is advancing faster than Colapinto. Be prepared for new forms of interactivity.

If you have to take one thing away from this snack (remember to return the Tupperware), it is that interactivity is the new language of engagement. Stop creating content to be seen and start creating experiences to be lived. Play, ask, challenge... whatever!

For a deep dive into this article, visit the podcast episode.

What do you think?

Thanks for reading this Gratia snack, now go create something amazing!

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