Gate to a Two-Way Dialogue: Interactive Content

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Will the core function of your app itself keep users coming back and engaged? Are downloads alone a win? Answers vary on your app category for sure. Yet; the average mobile app loses 77% of its DAU within the first 3 days after download. And within 30 days, the number is 90%. Within 90 days, over 95%. 

Only 23% come back to an app three days after install.

Keeping users engaged is important for loyalty and lifetime value. It requires a long-term wide strategy to motivate users to stay and take action in your app. Push notifications and in-app messages are effective, but another key element to increase engagement is creating a two-way dialogue. 

Having a two-way dialogue requires interaction. For a product manager, one method to sustain this interaction is by using in-app interactive content. One of the basic definitions for interactive content provided by SnapApp is a content that requires the participants’ active engagement more than simply reading or watching.  

Undoubtedly, interactive content draws the users in action and engages them. Even the most basic interactive content requires some degree of engagement. In a Content Marketing Institute survey, 66% of marketers agreed that overall viewer engagement has improved since the introduction of interactive content. No surprise! 81% of marketers agreed that interactive content attracts more attention than static content. Again, 79% of marketers agreed that interactive content can have reusable value, increasing the number of repeat visitors and multiple exposures. This brings to mind Buzzfeed quizzes that are usually completed and shared many times.  

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An interactive story from BBC Instagram account

Another point so good about interactive content is that it allows you to get data straight from your users about their tastes, ideas, and whatever they are willing to say. One way to this data is to create user profiles and improve your engagement strategies in a more customized and personalized way accordingly. 

How can you adopt interactive content? The most common types of interactive content are quizzes, polls, assessments, games, interactive videos, interactive infographics, maps, calculators, and many more. It all depends on your app vertical, and what you aim. Some might be more text-oriented and some might be more visual-oriented, although it changes from business to business, the latter generally works better. 

Our brains process visuals 60000x faster than text and keep 80% of what we see compared to 20% of what we read. Putting things into an image is more effective in remembering.  

Interactive content types mentioned are great ways to engage with users. However, do we really need another simply designed dull poll in our apps? Or in the opposite scenario, Is trying a completely new feature worth worsening the learning cycle? Or is bringing it on a completely new feature worth risking the learning cycle and user experience? In today’s world, user attention is extremely limited, an average person loses attention after 8 seconds! There is no time to educate users on how to use an interactive content feature while onboarding. That is why it might be a better idea to consider users’ mental models and come up with features that the users are already familiar with and use naturally. You can use videos that your user decides the ending, or place tags and clickable links on the videos. Depending on the user persona, you can remix different tools to serve your aim.

There are limitless ways of creating interactive content in your mobile app. Asking questions, having quizzes, going live are still very relevant for every type of mobile app. Stepping up is improving the format without hustling users. The solution could be using stories! They are here and not going anywhere! To discover building an interactive content strategy by using stories, you can try Storyly now.  

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