Interactive Content versus Static Content. Which is better?

Giving valuable information and how you give it may be important but whether or not the audience interacts with the information given has become more important.  How does the audience react to the content posted by a brand? Does it lead to conversion or is it just ignored? Establishing a brand then marketing it by posting content to get the audience interested in it which will eventually help increase sales and profitability of the brand is the reason for starting the business. Although static content can provide an in-depth explanation of the subject matter, Interactive Content still has a better chance of generating more user engagement than static contents.

What is Static Content?

According to Stackpath, “Static content is any content that can be delivered to an end-user without having to be generated, modified, or processed”. What this means is that static content does not take into consideration information provided by the user, or what the interest or preferences of the user is, the same type of content is delivered to all audiences. This is the traditional type of content and was in use before the arrival of the Interactive Content. The appeal of static content is that it always remains the same no matter when you decide to check on it. It’s also much easier to create.

What is Interactive Content?

According to Snapapp, Interactive Content is “content that requires the participants’ active engagement — more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about”. Interactive Contents are more dynamic as the results and interest generated is specific to the information provided by the user. This content varies among the users of the content and is generally more engaging than the static content.

Which is better?

  1. User engagement: Static content does not allow the users of this content to have a direct connection with the results provided. The same results are given to all the users that see the content making them less engaged in the content and even spend little to no time at all on a brand’s website. Interactive Content completely is in tune with the users. The answers to tests, quizzes, surveys, and preferences are completely dependent on the replies to the questions asked which means that users will spend more time on these websites thereby reducing bounce rate.
  2. Introduction of products: while static contents just tell you about a new product developed and wait for the target audience to have a need for it, Interactive Contents actively draw the audience’s attention, tell them what problems the products help solve and why they should purchase it. Interactive Contents also help new products gain attention in a highly competitive industry by telling the audience what makes their product better than their competitor’s.
  3. Sharing: The world of content thrives on social media. With the ease of content sharing available by social media widgets, Content has flourished in the past years. Interactive Content makes for interesting shares on social media because when a user is engaged in a quiz, survey, or game provided by a brand, he/she shares this content which can go viral in a few minutes thereby increasing traffic and boosting revenue greatly. Static content has continued to see a decline in content sharing as users skim or scan through the posts and do not feel encouraged to share it.

The pros and cons of static and Interactive Content can be clearly viewed here. Although Interactive Content is having its time in the limelight, static content is relevant for people who require in-depth knowledge on a particular topic. Depending on what a brand’s marketing strategy is, static and Interactive Content can be used to complement each other thereby giving valuable information and engaging their audience equally.

Interactive Content we created

An individualized e-learning app for Swisscom

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Knowledge transfer through an interactive quiz

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Action Christkind – Christmas card and conducting example for the post

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Dump the Trump – Card Game, Explanation Video, Website and Kickstarter Campaign

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For swissmilk recipes with Instagram stories in the right light

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