Social media platforms have come a long way from the simple two-way channel of input/output, where we would simply upload our personal content and consume the same of others. Today’s social media landscape offers many more multi-dimensional and complex opportunities to engage.
With these opportunities passive viewers become active participants, engaging in quizzes, polls and interactive media. This approach not only captures users' attention longer but also gathers detailed user data for more personalised marketing efforts. The result, if leveraged properly, can be higher conversion rates and increased brand loyalty, as engaging experiences are memorable and can foster deeper connections with audiences. Let’s take a look at the top five ways that different social media platforms allow for interaction:
Both Instagram and X (formerly Twitter) offer poll taking capabilities. On Instagram, users can use the poll sticker in their stories to ask a question with pre-set answers for others to vote on, with the ability to see the results instantly. This is often used to stoke controversy, create brand engagement or gather opinions. Similar to Instagram, brands and individuals use X Surveys to engage followers by asking questions.
Various platforms offer quizzes that are highly shareable and can be engineered to go viral. They might range from personality tests to trivia questions. Similar to their story polls, Instagram also offers a quiz sticker so users can create and share quizzes on their stories, allowing their followers to engage by guessing answers.
Platforms like Instagram and Reddit allow for live feeds. With Instagram’s Live feature, brands or influencers can host live sessions where followers can ask questions and get the answers in real-time. Similarly, Reddit’s AMA (Ask Me Anything) is a popular format where celebrities, experts or everyday people answer questions from the community in real-time.
YouTube now lets creators use end screens, cards and interactive videos where viewers can choose different outcomes or paths. The ultimate in guided UGC!
Many social media platforms have introduced different types of AR filters for users to play around with. Snapchat Lenses allow users to interact with branded or user-created filters that overlay graphics or animations onto their photos or videos. Following the success of Snapchat’s AR filters, Instagram and TikTok have since offered similar features, as well as filters that users can apply to their stories for others to interact with like games or quizzes.
Interactive content significantly boosts audience engagement by turning passive consumption into active participation. Instead of mindlessly scrolling, users can become part of an in-group and take part in quizzes, polls, surveys and interactive videos, which capture and hold users' attention longer than traditional static or video content. By incorporating these features into their content, users can generate higher engagement rates. For example, a brand might create a personality quiz in their Instagram stories related to its products, encouraging users to share their results and prompting further engagement. According to Marketing Eye Atlanta, interactive content like polls and quizzes can increase user engagement and interaction by up to 50%.
Sharing interactive content allows for the collection of more detailed user data, providing insights into user preferences, behaviours and needs, enabling users to create more targeted and effective marketing programs. For example, a company might share a survey on X to better understand customer satisfaction and preferences. This data can then inform product development and marketing strategies, resulting in more personalised and appealing offerings. Simplilearn highlights that interactive content like surveys can collect valuable data about their audience which they can then use for tailoring marketing efforts specifically to their preferences and improving overall results.
Interactive content often leads to higher conversion rates by creating a more engaging experience. It’s a tool that can help to build your audience’s trust and encourage them to take desired actions, such as making a purchase or signing up for a newsletter. For example, a brand might use a series of Instagram quizzes to generate personalized product recommendations with direct links to their website, encouraging their audience to purchase that product. Lada UP notes that interactive content can boost conversion rates by providing a personalised experience that builds trust and encourages action.
By using interactive content and providing an enjoyable and memorable user experience, brands can increase their customer loyalty and awareness. Engaging content can help to differentiate a brand from its competitors and fosters a deeper connection with their audience. For example, by creating an interactive YouTube video series that tells a compelling brand story can engage your audience and encourage them to share the content with their networks, thereby improving brand visibility and loyalty. According to MRKT360, interactive content helps create memorable experiences that increase brand loyalty and awareness.
In summary, if you’re looking to turn a passive audience into an active and engaged one, start using interactive content in your social media strategy. By creating and sharing content that allows your followers to participate in quizzes, polls and live sessions, you can not only increase your engagement and conversion rates, but also gather useful information about your audience to help you better market to them.
