In an era when everything is so fast and instant, it becomes much more challenging to maintain relevancy and being amusing enough to the consumers. A survey of Canadian media consumption by Microsoft reviled that the average person gets distracted after 8 seconds (!) of reading or consuming content – meaning that the main obstacle is not getting to the people – but maintaining them interested. The shocking fact is that it happens both in the situation where the costumer likes the product and when he doesn’t.
So how can we overcome this problem?
Well, here are 3 main actions you can do to sort this question:
By combing videos and pictures to your content you can make the user feel more interested, according to Forbes, the average user spends 88% more time on a website with video, moreover, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Integrating interactivity can also be part of being creative, according to an article in LinkedIn, Interactive content generates 4-5x more pageviews than static content.
By adding quizzes, polls or games you can keep your audience amused and curious about the result of their action. This type of content will engage them and chances are that they’ll come back.
Make the audience part of it!
In December 2018, Netflix did an amazing thing that no one had ever done before – in their top hit series “Black Mirror” they uploaded a special interactive episode “Bandersnatch” where each viewer could choose how the plot will continue.
This way not only different people can see different episodes, but also increase the viewing time spent, since the same viewer could watch the episode again and make different choices.
According to “The Guardian” critic Stuart Heritage, “Bandersnatch is a masterpiece of sophistication. From a user viewpoint, it is seamless… As an experience, it’s remarkable. Even more remarkable, though, is the ambition of storytelling on display.”
Encourage viewers to share content!
Ask your audience to share their thoughts, pictures, and ideas by integrating UGC (User Generated Content) activities. According to ComScore, UGC posts shared to social channels see a 28% higher engagement rate than standard brand posts.
This way you give your audience the opportunity to be part of the content itself and also part of the content distribution, this will make them feel more connected to your brand. Adding gamification and redeeming them for their actions can also increase loyalty.
For more information on how the Screenz platform can help you to improve your customer experience integrating interactive content, click here.