Written by Jacinda Nembhard

In today's crowded digital space, creating content that converts followers into customers is the ultimate goal. Yet, we often fall into the trap of chasing trends that don’t align with our brand, hoping for an engagement boost and high conversion rate. Instead, the key lies in crafting interactive content that offers a unique experience and resonates authentically with your audience.

In this article, we’ll explore practical steps to start creating interactive content that not only engages your audience but also aligns with your brand's unique identity and goals. First, let’s define interactive content – In essence, it encourages your audience to actively, rather than passively engage with your content. Elements of interactive content include quizzes, polls, live videos, interactive stories, etc. It makes your audience feel they are part of the experience rather than just viewers.

Why is it important?

Interactive content can keep your audience engaged and invested in your content; giving it value and increasing its chances of showing up in other people’s feeds. According to Forbes, this can lead to longer engagement, higher conversions, and greater lead generation (i.e., turning consumer interest in a product or service into a sale). Besides being a conversion powerhouse, it creates a unique user experience that your audience will keep returning to and always associate with your brand.

Here are things to consider when creating interactive content for your business:

Determine your message and delivery

A brand’s purpose encapsulates its beliefs, values, and how it differs from competitors. It’s important to a company’s brand identity and should be consistent across all touch points, including its website, social media, packaging, and advertising. Regarding social media, you want your brand’s content to align with its purpose and overall brand identity - both elements will help guide your content creation process.

Doing keyword research on you industry and brand type can help you find what format you should use (video, infographic, etc.) and what topics (based on your industry) you should cover. Also, think about your audience and how they engage with your content. What posts do they engage with more? What are they saying in the comments? The comment section provides great insight into their likes and dislikes, and brand questions - which you can convert into content.

Note: Stay updated with the latest trends on people’s online behavior (i.e., how they read information, their video length preferences, etc) to assist in your content creation process.

Choose the right media to convey your ideas

Now that you know the type of content you want to produce, think about the multimedia format you’ll use to translate it. In other words, how will you make this content more digestible for your audience? Ensuring their full engagement and interaction with your content, without losing their focus after a few seconds.

Here are a few examples from RCL Media:

Next, consider which social media platform to share your content. Think about the nature of your business: are you a B2C (business- to-consumer) or B2B (business-to- business) company? Where does that content live and thrive? Then focus on your core target audience: where do they get most of their information from? To narrow it down, consider your audience demographic: are they women, men, younger or older? From there you’ll be able to decide what platform is the most beneficial to pursue.

Time for the fun part…

Designing your content

There are thousands of content design tools out there from Adobe to Canva from CapCut to Splice, etc. There are even editing tools built into the social media platforms you use. It’s just a matter of picking which design tool or platform works best for you to create, edit, and share. Also, if you’re struggling with the design itself, some design platforms such as Canva offer design templates that you can use for free unless included in the premium package where you would have to pay a monthly or yearly fee.

There you have it!

Creating interactive content is about creating a unique user experience tailored to your brand’s identity and audience’s interest - keeping them engaged and invested in your content. Remember, there is more power in being yourself - have fun with this, there is no right or wrong way to execute this.