The Rise of Interactive Content in Digital Marketing

Digital marketing has come a long way since its onset. With constant evolution in technology and the internet, it has evolved into a whole new dimension. One of the most popular trends in digital marketing is creating interactive content.

What is Interactive Content?

Interactive content refers to any type of content that allows users to actively engage with it, rather than passively consuming it. It typically requires user participation, such as clicking, dragging, or inputting information. Its primary goal is to enhance the user experience by promoting engagement and interactivity. Creating effective interactive content often requires a combination of creative design skills and technical knowledge in web development or multimedia production tools/software.  

Types of interactive content

Interactive content can take many forms, including quizzes, giveaways, and games. It allows consumers to interact with the brand and its products or services. This type of content has proven effective in engaging consumers and adding brand mindfulness.

Quizzes: Quizzes are a popular form of interactive content that allows users to test their knowledge on a specific topic. They typically consist of a series of questions with multiple-choice answers and provide immediate feedback on the user’s responses.  

Surveys: Surveys are another type of interactive content that allows users to provide feedback or opinions on a particular subject. They can be used for market research, customer satisfaction surveys, or gathering data for various purposes.  

Polls: Polls are short surveys typically involving one question and several answer options. They are often used to gather quick opinions or preferences from an audience.  

Interactive Infographics: Interactive infographics combine visual elements with interactivity, allowing users to explore different aspects of the information presented. Users can hover over specific sections or click on certain features to reveal additional details.  

 Games: Interactive games engage users through entertainment while also conveying information or delivering messages in a fun way. They can be designed as quizzes, puzzles, simulations, trivia games, or other formats.  

How has it been a game changer?

It has been a game-changer for digital marketing as It has been changing how brands connect with their target audience, making it an interactive experience. Interactive content increases engagement and conversion rates by generating the interest of the users towards the brand. 

Interactive content is also shareable on social media platforms. Making it an effective tool for adding brand exposure and reaching a broader target audience. It’s a cost-effective way in a manner that it doesn’t takes a lot of amounts to run interactive content because most of the engagement comes from sharing to produce brand mindfulness and induce leads.

Here are some popular examples:- 

Coca-Cola’s “Share a Coke” campaign:

This interactive marketing campaign allowed customers to personalize their own Coca-Cola bottles by printing their names on them. The campaign encouraged people to share photos of themselves with their personalized bottles on social media using the hashtag #ShareACoke.  

BuzzFeed’s quizzes:

BuzzFeed is known for its highly engaging quizzes that cover various topics such as personality tests, trivia, and lifestyle preferences. These interactive quizzes not only provide entertainment but also allow brands to gather insights about their audience through user responses.  

BMW’s “Ultimate Driving Experience” campaign:

BMW created an interactive online experience that allowed users to virtually test drive its latest models. Users could choose the car model, customize features, and take a virtual spin on various tracks, providing a realistic driving experience from the comfort of their own homes. 

Nike’s “Choose Go” campaign:

Nike launched an interactive ad campaign called “Choose Go” which allowed users to participate in a virtual race against themselves through Snapchat. Users were encouraged to beat their own personal best by running faster each time they completed the virtual race, promoting fitness and self-improvement.  


In conclusion, the rise of interactive content in digital marketing has been a game-changer. Interactive content has been effective in engaging consumers and adding brand mindfulness. It’s a cost-effective way to produce brand mindfulness and generate leads by making them participate and develop their interest in it, making it a necessary tool in digital marketing.