{"id":961,"date":"2016-10-10T04:18:31","date_gmt":"2016-10-10T04:18:31","guid":{"rendered":"http:\/\/vyper.io\/blog\/?p=961"},"modified":"2020-02-04T15:52:20","modified_gmt":"2020-02-04T15:52:20","slug":"interactive-content","status":"publish","type":"post","link":"https:\/\/vyper.ai\/blog\/interactive-content\/","title":{"rendered":"Why &#8220;Interactive&#8221; Marketing Works So Well in the Modern Day"},"content":{"rendered":"<p><em>This is a post by one of our new regular\u00a0contributors to VYPER, Ian Chandler of <a href=\"http:\/\/narrativemarketers.com\">Narrative Marketers<\/a>.<\/em><\/p>\n<p><span style=\"font-weight: 400;\">You probably know that VYPER gives you the ability to create contests that skyrocket your list numbers. But why use interactive content in the first place? What\u2019s so great about it?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As it turns out, interactive content is the future of marketing. And I\u2019m not talking about just contests\u2013\u2013I\u2019m talking about everything. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing itself is becoming more and more interactive every day. Contests are a piece of the puzzle, and it\u2019s time to look at the big picture.<\/span><\/p>\n<div style=\"padding: 5px; background-color: #fff000;\">Bonus Download: <a class=\"vyper-triggers-31\" href=\"#vyperpopup\">Download the 17 Ways to Promote Your Next Viral Contest<\/a> <script src=\"\/\/vyper.io\/cu-js\/cu-fullscreen-31.js\"><\/script><\/div>\n<p><a href=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-969\" src=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM.png\" alt=\"Screen Shot 2016-10-09 at 9.06.40 PM\" width=\"1287\" height=\"911\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM.png 1287w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-200x142.png 200w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-300x212.png 300w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-768x544.png 768w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-1024x725.png 1024w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-1240x878.png 1240w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-860x609.png 860w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-680x481.png 680w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-500x354.png 500w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-400x283.png 400w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.06.40-PM-50x35.png 50w\" sizes=\"(max-width: 1287px) 100vw, 1287px\" \/><\/a><\/p>\n<h2><b>This Is Your Brain on Interaction<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">For decades, marketing has created passive users. How many times have you seen the same ad over and over again? Maybe there\u2019s something unique about it, but ultimately it\u2019s just an ad. You\u2019re passive while watching it. You don\u2019t get to experience the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s been changing recently thanks to interactive content. Interactive content is any kind of content that allows the user to directly participate. Contests, quizzes, games, and surveys are just a few examples.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interactive content is getting so big because marketers are figuring out that users want to experience a brand first-hand. <\/span><a href=\"http:\/\/blog.hubspot.com\/marketing\/interactive-print-ads#sm.0001aumrxdy45d7vua9200edxct7n\"><span style=\"font-weight: 400;\">When marketing collides with the real world,<\/span><\/a><span style=\"font-weight: 400;\"> users get a completely new experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A great example is <\/span><a href=\"http:\/\/www.adweek.com\/adfreak\/if-you-run-fast-enough-past-reebok-ad-it-unlocks-free-pair-sneakers-169929\"><span style=\"font-weight: 400;\">how Reebok advertised their new shoes in Stockholm.<\/span><\/a><span style=\"font-weight: 400;\"> A speed cam was mounted on a small outdoor kiosk. Anyone who ran faster than 17kph won a free pair of shoes. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This was no ordinary ad; this was an experience that transformed ordinary passersby into runners.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-968 aligncenter\" src=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm.png\" alt=\"reebok-stockholm\" width=\"652\" height=\"367\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm.png 652w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm-200x113.png 200w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm-300x169.png 300w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm-500x281.png 500w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm-400x225.png 400w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/reebok-stockholm-50x28.png 50w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Those people who interacted with the ad came away with a one-of-a-kind memory. The interaction led to something bigger (the ability to break away from the day and have fun), and that left a lasting impression.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interaction is a way of transforming your users. The reason that people love grandiose stories is because most people live rather plain lives. Many are unsatisfied with their life. Stories give them a way to escape, and directly participating in a story is even more cathartic. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Compare this to passively viewing an ad, which seems pathetically weak compared to the interaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing needs disruption. It needs a future that\u2019s free of clickbait ads and spammy email marketing. We\u2019re living in an age of value, and we need to be giving our users the best experience ever. Interaction is a great way of doing that.<\/span><\/p>\n<h2><strong>Creating Interaction<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Interaction comes in all shapes and sizes, but it\u2019s not a one size fits all scenario. Different forms of interaction will work with different brands. For example, it would be comical if a law firm started using Snapchat. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s key to identify the types of interactive content that work well with your brand.<\/span><\/p>\n<p><a href=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-972 aligncenter\" src=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat.jpg\" alt=\"Cant-Beat\" width=\"680\" height=\"1024\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat.jpg 680w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat-200x301.jpg 200w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat-199x300.jpg 199w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat-500x753.jpg 500w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat-400x602.jpg 400w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Cant-Beat-50x75.jpg 50w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/a><\/p>\n<p>Interaction is created whenever your user has the opportunity to participate in your brand. This includes social networks, comment sections, and interactive media (contests, quizzes, etc.).<\/p>\n<p>This isn\u2019t an all-inclusive list, however, as there are constantly new ways to interact with users. But for this article, we\u2019ll focus on these three areas.<\/p>\n<h2><strong>Interaction on social networks<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Social networks are probably what you think of when you hear \u201cinteraction\u201d and \u201cusers.\u201d Many people have several social network accounts, which also means that they have more opportunities to participate.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But this is where most brands go wrong. They think that the inherent capabilities of social networks (liking, commenting, sharing) are interactive enough. And they\u2019re dead wrong. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">The abilities to like, comment, and share are great, but to truly stand out, you need to use these as a means to an end, not the end itself.<\/span><\/p>\n<p><a href=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-970 aligncenter\" src=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM.png\" alt=\"Screen Shot 2016-10-09 at 9.09.08 PM\" width=\"496\" height=\"570\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM.png 496w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM-200x230.png 200w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM-261x300.png 261w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM-400x460.png 400w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.08-PM-50x57.png 50w\" sizes=\"(max-width: 496px) 100vw, 496px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">For instance, if someone is scrolling through their Twitter feed and sees a Promoted Tweet, they might feel a bit jaded about it, especially if it\u2019s a thinly veiled sales tactic like a coupon code with a description that resembles a meme.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But imagine if someone\u2019s scrolling through Twitter and sees what looks like the first sentence of a book. It\u2019s a Promoted Tweet, all right, but it\u2019s strange. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If they click more, they discover a micro-story about your brand. It might not translate into a sale, but it has a much better chance than a traditional ad.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is just one example\u2013\u2013social networks are ideal places to experiment with interactive content. Take advantage of their social capabilities, and use them to create standout interaction<\/span><\/p>\n<h2><strong>Interaction in comment sections<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">This seems pretty straightforward, but so many brands do it wrong. How many times have you seen comment sections with no participation from the brand? Generally, brands only respond when people complain.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But when brands devote time to responding to users\u2019 comments, both good and bad, it creates an interesting dialogue. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most people still see brands as faceless entities, so by responding, you\u2019re giving your brand a friendly face. You\u2019re bridging the gap between brand and consumer, and that\u2019s something the consumer will always appreciate.<\/span><\/p>\n<p><a href=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-971 aligncenter\" src=\"http:\/\/vyper.io\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM.png\" alt=\"Screen Shot 2016-10-09 at 9.09.48 PM\" width=\"735\" height=\"880\" srcset=\"https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM.png 735w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-200x239.png 200w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-251x300.png 251w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-680x814.png 680w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-500x599.png 500w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-400x479.png 400w, https:\/\/vyper.ai\/blog\/wp-content\/uploads\/2016\/10\/Screen-Shot-2016-10-09-at-9.09.48-PM-50x60.png 50w\" sizes=\"(max-width: 735px) 100vw, 735px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Or you can think outside the box. We\u2019ll use the example of creating a short story on Twitter. What if you created a short story in comment sections? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Readers could follow your latest post to get updates on the story. Obviously this isn\u2019t for every brand, but it\u2019s an interesting thought experiment that should get you thinking about what you can do with \u201cordinary\u201d tools.<\/span><\/p>\n<h2><strong>Interactive media<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Here\u2019s where it gets really interesting. Interactive media like contests and quizzes are fully user-based. The user gets to choose their own adventure, so to speak, and participate in the brand. This is a new phenomenon, but the <\/span><a href=\"https:\/\/www.ducttapemarketing.com\/blog\/incorporate-quizzes\/\"><span style=\"font-weight: 400;\">rising popularity of interactive media<\/span><\/a><span style=\"font-weight: 400;\"> shows that it really works, and it\u2019s powerful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Interactive media can also create new leads from thin air. It sounds magical, but it\u2019s 100% true. Say someone stumbles upon your site and finds a fun quiz. They take it and then get an offer to sign up for more content like that. If they enjoyed the quiz, they\u2019ll likely sign up.<\/span><\/p>\n<p><a href=\"http:\/\/vyper.io\/blog\/why-contests-are-so-powerful-for-adding-emails-to-your-list\/\"><span style=\"font-weight: 400;\">And contests are perfect for lead generation<\/span><\/a><span style=\"font-weight: 400;\"> because everyone wants to win, and they want to be notified if they win. It\u2019s almost unfair how powerful these techniques are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, you have to consistently produce amazing content. If someone signs up for a contest and gets only boring sales emails from you, they\u2019re going to unsubscribe. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you keep producing interesting, relevant content (both interactive and traditional), you\u2019ll have a much better retention rate.<\/span><\/p>\n<h2><strong>Giving up the power<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">If you remember one thing from this article, let it be this. When you\u2019re creating interactive experiences (or doing any sort of marketing, for that matter), give the power over to the user. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t try to sell to people\u2013\u2013give them an adventure that happens within the world of your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those people who interacted with the Reebok ad didn\u2019t feel like they were being sold to. They felt like they were taking part in something fun. That should be your goal with interactive content. Give up the power, and you might be surprised at the results.<\/span><\/p>\n<div style=\"padding: 5px; background-color: #fff000;\">Bonus Download: <a class=\"vyper-triggers-31\" href=\"#vyperpopup\">Download the 17 Ways to Promote Your Next Viral Contest<\/a> <script src=\"\/\/vyper.io\/cu-js\/cu-fullscreen-31.js\"><\/script><\/div>\n<p class=\"p1\"><em><span class=\"s1\">Ian Chandler is a narrative marketer and writer based in Ohio. He helps businesses leverage the power of story at <a href=\"https:\/\/api.thetopinbox.com\/track\/v2\/link?id=578d5ef0-be20-45a5-b88f-89899f223808&amp;url=https%3A%2F%2Fnarrativemarketers.com%2F\"><span class=\"s2\">Narrative Marketers.<\/span><\/a>\u00a0He is the author of <a href=\"https:\/\/api.thetopinbox.com\/track\/v2\/link?id=578d5ef0-be20-45a5-b88f-89899f223808&amp;url=https%3A%2F%2Fnarrativemarketers.com%2Fdownloads%2Fnarrative-marketing-the-book%2F\"><span class=\"s2\">Narrative Marketing: Using Content Marketing To Turn People Into Heroes.<\/span><\/a><\/span><\/em><\/p>\n  <div class=\"related-post grid\">\r\n      <div class=\"post-list \">\r\n\r\n            <div class=\"item\">\r\n            <div class=\"thumb post_thumb\">\r\n    <a  title=\"How to Run a Referral Giveaway That Explodes Brand Growth\" href=\"https:\/\/vyper.ai\/blog\/referral-giveaway\/?related_post_from=13557\">\r\n\r\n      <img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"675\" 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You probably know that VYPER gives you the ability to create contests that skyrocket your list numbers. But why use interactive content in the first place? What\u2019s so great about it? As it turns out, interactive content is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":974,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[10,11],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why &quot;Interactive&quot; Marketing Works So Well in the Modern Day | VYPER - Giveaway &amp; Contest Builder<\/title>\n<meta name=\"description\" content=\"What is &quot;Interactive&quot; Marketing and why does it work so well. 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