One of the key trends in digital Marketing 2022: Interactive Content
Most content is identified as a static form that allows audiences to consume content by watching or reading information. However, Interactive content is designed to encourage audiences to engage with the content they are consuming.
Interactive content is able to improve audience engagement and increase the time they spend on your site, which enhances customers’ stickiness to increase the chances of revisiting your site. 88% of marketers said that interactive content is effective in differentiating their brand from their competitors. Interactive content generates 2x more conversions than passive content. Let’s take a look at what Clinique does on that.
Clinical Reality: AI Facial Scan + Questionnaire
Start by taking and uploading a snapshot, then just wait 30 seconds, and answer a few questions, you will be able to get a professional skin diagnosis. That’s why many consumers can’t wait to try the feature, they are eager to find out their skin problems and receive professional diagnostics. Hence, what does the interactive content bring to Clinique:
- Personalized coaching suggestions to facilitate purchases. When consumers are confused about how to solve their large pores and blackheads, Clinique provides consumers with professional answers and personalized skincare solutions through AI facial scanning. Clinique generated a chart of results based on common skin concerns, and I ended up with dehydrated skin and recommend a skincare routine with a combination of a hydrating gel and cream.
- Unearth any pain points, concerns, and goals of the audience. Mining consumer needs through simple questionnaires, for example, after analyzing ai face, I received a few questions about “Besides Serum and Moisturizer, what other products would you consider? makeup remover, cleanser. exfoliator, eye cream, watery lotion” and “which texture do you prefer for your daily moisturizer? Oil control gel, cream, no preference” These all help brands tap into consumer needs and preferences.
- Encourage consumers to return to the site. Clinique offers consumers a before-and-after comparison by encouraging consumers to register and log in to save the results to stimulate consumers to come back and test again after 12 weeks of use.
One of the key trends in digital marketing in 2022 and future
Many marketers are starting to incorporate interactive content as part of digital marketing strategy：
- 53% of all marketers report using interactive content.
- 63% said they use interactive content to educate their audience.
- The most shared quiz in the last 5 years has gotten a total of 5.4 million social interactions.
Going back to the skincare industry, many brands are also starting to introduce interactive content as an essential part of digital marketing:
- Kiehl's: Routine Finder
- Tatcha: Ritual Finder
- Origins: Regimen Finder
Interactive content is diverse, and you don’t need to introduce emerging technologies to start with a whole new experience for your audience. The top five most effective types of interactive content for the top of the funnel are contests, games, quizzes, interactive infographics, and assessments.
