My Engine Lab


Checked out your Facebook or Instagram feed today? Any interesting quizzes or polls caught your attention?  While interactive content has been around for some time, it’s only recently begun to gain serious traction among marketers. In a world that used to revolve around static copy, interactive elements seem a little intimidating I know, but it needn’t be.  Let’s break it down.

Any content that is designed to get audiences to take action by getting them to actively engage with it is interactive content. The audiences are rewarded with immediate and relevant results. Online quizzes, interactive infographics, surveys, and assessments are some examples and the type of interaction can be as simple as clicking to access more information or answer a series of questions to assess or calculate something personalised.

Let’s talk about giving your users something meaningful and engaging to click on.

Interactive content is quickly becoming a favorite tool of online marketers. The online space has become very competitive, and it is becoming difficult to be heard in the cacophony, especially for small businesses. Interactive content can help cut through the noise by offering audiences an experience in which they can actively participate, thus helping your business stand out in the crowd.

On the internet, people have a short attention span; interactive content with its attractive format and inviting set-up helps keep user’s attention longer. Users are also more likely to share their personal details like email address if the content offers a personalized result.

For businesses, interactive content can help build existing databases, shine a light on prospect behavior and help segment potential customers better. It can help start a conversation with prospective buyers and add value to their buying experience.

There are different types of interactive content. The type of interactive content you pick will depend on what you hope to achieve by serving it to your audience.

Here are four types of interactive content, along with ideas on how to use them best:


Infographics have become a very popular way of graphically representing information or data on any topic in a concise manner. They are more sharable and an excellent way to gain traffic and build links. Even static infographics take boring statistics and package them attractively. Imagine how much more interactive infographics could achieve with users able to interact with the figures using mouse-overs or clicking certain areas of the graphic to reveal more details. Company reports can be easily presented in a more attractive package using interactive infographics. In fact, with proper research, knowledge, and resources, any piece of information can be easily converted into an infographic.

Quizzes, Polls, and Surveys:

These might just be the most popular types of interactive content, and they can be found just about anywhere on the internet. Quizzes are immensely entertaining and can be very engaging if done properly. Polls can easily capture users’ attention, especially if the topic has the potential of dividing the internet. Remember Yanny and Laurel audio clip that sent the internet into a frenzy? Audiences find these types of content appealing, and they are more likely to spend more time engaging with it. They are also more likely to share their email address if they are promised a personalized and relevant result at the end of their experience.


Assessments provide users with insights, mostly about themselves, by asking them a series of questions on a specific topic. Usually, they offer insights into users’ personalities, knowledge, skill set, etc. These hold a great value to the user because it offers to reveal something about them, making the experience personal. Some assessments that challenge you to test your skills and knowledge also appeal to users’ sense of competition, making them more likely to engage and share their details willingly with the creator of the content. Assessments can be used in a number of ways: they can help users decide if they are ready to adopt a new technology or if they need a particular service, it can help users select the best option from a list, etc. A completed assessment is a great resource for marketers because it provides invaluable information on the user.


The popularity of YouTube should leave no doubt in anyone’s mind the kind of power videos hold. They have entertainment value like no other type of content. The visual and the aural elements of a video can be creatively exploited to produce an engaging piece of content for the audiences. You can make videos more interactive by adding tags in scenes that users can click on to get more information, visit a website, or make a purchase. You can even add polls and other elements to it to make it even more interactive.

According to a report, ‘Interactive content, such as apps, assessments, calculators, configurators, and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.’ Clearly, interactive content has an edge over static content, and if properly leveraged, it can prove to be a game-changing approach for businesses online.