The marketing world is hyping about the popularity of interactive content, and for a good reason:
- 88% of marketers claim that interactive content is effective in differentiating their brand from their competitors
- 93% of surveyed brands agree that interactive content works best for educating the consumers
- 91% of B2B buyers say they prefer interactive and visual content to static content
So, no matter, whether you’re in B2B or B2C, interactive content definitely fits your marketing needs and works perfectly to attract necessary audiences.
What about Combining Interactive Content and Influencer Marketing?
Influencer marketing is another trending marketing strategy. Brands collaborate with influencers due to several reasons:
- 49% of consumers claim they depend on influencer recommendations
- 90% of marketers go with influencer marketing due to high engagement rates
- 89% of brands say that influencer marketing has comparable to or better ROI results than other marketing strategies
One of the crucial reasons behind the importance of influencer marketing is that it helps brands target exactly the type of audience they are looking for.
As a result, they usually get high engagement rates and better sales in return. But what if we told you that you can benefit from influencer marketing even more if you do a collab and get influencers to promote interactive content?
How? Let’s take a look at the examples of how you can use different types of interactive content, combine it with influencer marketing and attract necessary audiences.
HelloFresh and Flavor Generator
A while ago, HelloFresh, an international company that creates and distributes meal kits, came up with a brilliant marketing idea to market their products with a flavor generator:
Image credit: HelloFresh
The idea is simple: a visitor has several cuisine options, from the Mediterranean to Asian, and flavor profile options, from spicy and sweet, to tangy and herby. After clicking on ‘Generate My Flavour’, a visitor gets dinner ideas that correspond to the generator flavor:
Image credit: HelloFresh
Using this type of interactive content, HelloFresh redirects people to their website, where they can get the recipe for the generated meals, and order products to cook these recipes from their service.
Recently, to promote their meal kit services to a niche audience, HelloFresh collaborated with The Blond Spaniard, who’s an online influencer with an audience of healthy lifestyle fans:
Image credit: Instagram
With the help of a micro-influencer, HelloFresh got an access to a niche audience of 23K followers, getting the exposure and promotion they needed.
Thinx and Quiz
Another highly engaging type of interactive content is a quiz. You probably know that BuzzFeed rules the Internet with their set of sometimes ridiculous quizzes, which, nevertheless, drive traffic to their website. “Stats show that the keyword buzzfeed quizzes is responsible for almost 3% of the traffic to their website”, says Alicia Kennedy, a researcher at Flatfy:
A quiz and a collab with an influencer helped Thinx double the traffic to their website as well. Thinx promotes alternative personal hygiene products for women, supporting women’s health and sustainable use of personal hygiene products. Their quiz is aimed at helping women understand their bodies better, and, as a result, choose the product that fits their needs:
Image credit: Thinx
As their audience is predominantly female, they needed an influencer who can openly discuss the choice of personal hygiene products. So, they collaborated with Valeria Lipovetsky, an Instagram and YouTube influencer with over 400K subscribers:
Image credit: Instagram
In a series of stories, Valeria reviews the product, giving Thinx the exposure they need and invites her female followers to take the test and learn how Thinx’s product can help them maintain personal hygiene.
Netflix and Interactive Video
Trying video marketing and going live on different social media channels is among 5 strategies to run more effective and creative social media campaigns.
But what if you could combine video content with the possibility of live interaction? You’d get an interactive video – one of the most engaging types of interactive content.
Working on an interactive video is also a creative idea for a collaboration with an influencer or a celebrity. That’s what Netflix did to promote their You vs. Wild series with Bear Grylls:
Video credit: YouTube
In the video, the viewer is supposed to accept or decline the FaceTime call from Bear Grylls, and according to the choice, help him solve a problem:
Since the show is interactive itself, Netflix and Bear Grylls created a promotional interactive video as well to create a sense of engagement before the show even started streaming. Using an interactive video helped Netflix give a boost to the ratings, with millions of people worldwide currently watching this show.
For sure, interactive content isn’t universal. It is important to have a good understanding of who your target audience is, and which niche audience you’re interested in.
However, the combo of influencer marketing and interactive content can help you reach the necessary audience, since the collaboration with an influencer already helps you target your niche audience, and interactive content gives an extra boost to engagement rates.
Hopefully, the above-mentioned examples will inspire you to invest more in interactive content, and together with an influencer, reach your target audience.