If 98% of consumers are more likely to purchase after an experience, are you maximizing your chances of sales? Sales and marketing teams are discovering that static images, pdfs, and presentations might inform their customers, but they don’t create the experience that comes with interaction. It’s well established that active participation generates more engagement than static listening, but why does an interactive content strategy make consumers so much more likely to buy? We dove into the research to look at why interaction creates such powerful experiences, and how you can incorporate this into your content strategy.
First, the science: two-way narratives promote learning through neural coupling. When speakers and listeners connect over a story, it has been found that neurons in the listener’s brain begin to anticipate action in the story and experience it as if it were a live event. This process engages more neurons in the brain to significantly improve retention of information. When this process goes both ways, conversation is at its most successful as neurons sync and experience “coupling.” Interactive content utilizes this process to create a similar effect in a content experience. When a viewer is interested in content, their neurons activate. But when they’re engaged and interacting to contribute to the narrative, their brain more fully appreciates and remembers the material they’re learning.
That’s not the only reason interaction is more engaging. On its own, interactive content is more interesting to people than static content. In 2013, an interactive quiz shared by the New York Times in December became their most popular piece of content of the entire year. The ever popular Buzzfeed quizzes shared across social media also serve as an example of how much we love interaction. When platforms famous for their articles see interaction outperform static text by such margins, it underscores how much more we engage with content we can participate in.
Plus, the better the experience, the more likely consumers are to become customers. If your customers are excited by the experience, statistics show they have more positive perceptions, recognition, and loyalty toward your brand. Research finds that 74% of consumers have a more positive perception of a brand after an experience, 77% have chosen, recommended, or paid more for brands that provide personalized experiences, and 86% see little to no difference in companies, but will pay more for the brand with the best experience.
It pays to stand out. To learn more about creating content experiences and how microapps can help, visit us at tiled.co or sign up to talk to a representative.