4 Types of Interactive Content and how to use them to your advantage


Interactive content is reshaping the digital marketing landscape. It’s not just about presenting information anymore; it’s about creating an experience. Let’s explore some of the most popular interactive content types and understand their what, why, and how…


  1. Quizzes and Assessments

The What: Online tools that prompt users with questions and provide results or feedback based on their answers.

The Why: Quizzes captivate users, offering personalised results that can drive engagement and provide businesses with valuable data about their audience.

The How: Design a quiz related to your industry. A skincare brand, for instance, might have a “Find Your Skin Type” quiz. By its conclusion, users receive product suggestions, while the brand gains user insights.


  1. Polls and Surveys

The What: Digital platforms that collect feedback, opinions, or general data from your audience.

The Why: They’re instant touchpoints of audience engagement, allowing you to gather real-time insights.

The How: Use quick polls on social platforms to gauge audience sentiment. For more detailed feedback, design comprehensive surveys and distribute them via emails or on your website.


  1. Calculators

The What: Digital tools where users input data to receive tailored results.

The Why: They offer users specific, tangible value and can be a key driver for engagement.

The How: Identify common calculations or estimations your audience seeks. For financial businesses, it could be loan calculators; for fitness brands, perhaps calorie counters. Parcel services? A volume calculator. 


  1. 360-Degree Videos and Virtual Tours

The What: Panoramic videos allowing all-angle views, offering viewers a comprehensive visual experience.

The Why: They provide an immersive experience, often giving viewers a “being there” sensation.

The How: these are becoming popular within property and destination markets. People searching for homes or accommodation can see properties via virtual tours, while travel agents might preview destinations. Use 360-degree cameras to capture and then integrate them into your digital platforms.


Interactive content engages, educates, and entertains simultaneously. By understanding the core of each type – the what, why, and how – businesses can craft content that not only stands out but also resonates deeply with their audience. Embrace the interactive era and let your content truly come alive!

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