Users are getting sick of force-fed content, just as they’re sick of ads.
Consumers want to feel that they’re an active and willing part of the experience; otherwise, they might feel manipulated or ignored.
How can you create content and experiences that assuage those feelings of alienation? One key is to use interactive content, which gives users more influence and a greater connection.
Interactive content makes the user an active and engaged part of the experience, either by responding to user input with new material or by giving users something to do in coordination with the existing material.
It’s easier to understand interactive content by studying examples, rather than through its technical definition. Here are popular types of interactive content, which you can use in your own campaign: