Could interactive content be the way forward for your brand? From interactive video content to personalized interactions, interactive elements can help you enhance user engagement and better connect with your target audience.
The good news is that interactive content is no longer an option reserved only for Hollywood, game developers or companies with big budgets. The bad news is that it is no longer a nice thing to have, but instead fast becoming a business necessity in today’s digital landscape.
We can say this as we’ve seen an exponential increase in the number of customers coming to us to develop interactive content and stories for touchscreen experiences for events or interactive presentations for sales pitches or meetings.
If you’re thinking of getting started with interactive content of your own but are hesitant about taking that first leap, here are seven interactive content statistics to encourage you.

91% of B2B buyers say they prefer interactive and visual content to static content
(Source: DemandGen Report)
That’s quite a statistic. But saying that, it’s also important to note that the lines between business to business (B2B) and business to consumer (B2C) are less defined, with B2B business decisions often dictated by B2C customers. At the end of the day, people buy from people; and people like to be engaged, informed and to have a personalised experience.
No-one wants to sit and listen to one-way monologues anymore. As a result, static content simply doesn’t keep an audience engaged.
It’s not just audience preferences – digital interactions and technology are fast becoming an expectation, whether it’s on social media platforms or at tradeshows. Combined with interactive, visual elements, they’ll be presented with a better understanding of your solutions and of you as a brand.


“Our customers have instant access to the most updated BIM models and information for our products – everything in one place, so it’s easy for them.”
Dan Cheung, Marketing Manager, Wienerberge
TIP: Learn more about what businesses can achieve with an interactive touchscreen solution by reading our article: 6 Benefits of an Interactive Brand Experience.

Interactive content generates twice as many conversions as passive content…
(Source: Kapost)
If people are accessing your content, taking a look around and then leaving again, the odds are that you’re not engaging audiences.
You need to provide something they’re going to want to actively engage users – that will get them to convert into a lead. That could come in the form of fun, engaging content or some sort of download at the end of your content.
Interactive infographics are a popular option, as they combine interactive content with value in the form of an informative graphic. Within your infographic, you can include persuasive facts and statistics to boost viewers’ purchase intent.
This helps you establish a relationship with potential customers and lets them discover what you’re about as a brand. Then, once they’ve become a lead, they can then be nurtured through your sales funnel until they’re ready to become a fully-fledged customer! (It’s less about immediate sales)

… And generates up to FIVE TIMES more page views than ordinary content
(Source: LinkedIn)
Well, it actually generates 4-5 times more page views, if we’re being pedantic. The reason for this is that interactive content is a great way to not only grab attention but also keep people engaged for longer.
Imagine watching interactive videos compared to traditional videos. Interactive videos include clickable graphics or other audience participation. They typically tailor the interactive video content to the person or audience that’s watching.
On the other hand, traditional videos can almost be classed as static content. Once the video is playing, the viewer doesn’t have to actively participate and there’s nothing on screen to engage users.
Creating engaging content is a bit of a challenge for B2B especially, so if you can make your content more interactive – and tailored to your customers – you may start to see some better results.

88% of marketers say that interactive content helps them stand out from competition
(Source: Mediafly)
In a world where there is no such thing as a USP anymore, and everyone’s starting to put out content, how can you separate yourself from the noise? Well, one very effective way is interactive content.
The vast majority of marketing professionals agree that creating interactive content has helped differentiate them to their target audience. That includes different types of interactive content on social media, websites and interactive emails.
However, having interactive content somewhere like an event, expo or convention is also a great way to get attention for your business. This can take the form of an interactive touchscreen experience that encourages users to approach and get involved.

Arm, one of the main drivers behind the ever-increasing world of internet-connected devices (IoT), combined gamification and interactive learning experiences on their Touchscreens at events to encourage participation and audience engagement.
Integrating interactive content with a physical display of a model train track, they were able to demonstrate how Arm chips track movements and more in a real-world setting. The setup displayed environmental data on an interactive screen, with immediate feedback when consumers engaged with the track. The engaging experience told a more relatable, realistic story about the possibilities of IoT tracking devices.
“The interactive screens were a hit! People were genuinely engaged and excited to explore. Visitors loved being able to poke around and discover our different projects at their own pace – it really made the experience memorable and fun.”
Kandra Hutchinson, Creative Manager – Barton Malow

…And 79% say that their interactive content can be used again and again
(Source: Content Marketing Institute)
Interactive content has a lot of reusable value, making it a good investment that can be used as ‘moveable parts’ within various stages of your sales funnel. For instance, if you develop something like an interactive touchscreen experience packed with interactive content for an event or sales suite, it can be updated or modified for later use, so your upfront investment can keep delivering the results you need.
Similarly, interactive videos and other graphics can be used in several places. We’re talking about social media, interactive emails, or even landing pages on your site. The extra user engagement can have a positive knock-on effect for your search engine rankings, keeping users on your web page for longer. Just make sure your interactive content is responsive to different screen sizes, so buyers get the same engaging experience on mobile devices.

It’s an effective way to help educate buyers (according to 93% of marketers, that is)
(Source: Inc)
The official statistic states that 93% of marketers agreed interactive content is somewhat or very effective at educating buyers. And only 70% could say the same thing about static content.
This could be because the human brain processes visual information 400 times faster than the spoken or written word. So, we’re more likely to take the information in, and we’re also more likely to remember it!
GSK has used these marketing tactics to educate users on many of its research areas and programmes. When attending roadshows, they used a touchscreen experience which aimed to educate site visitors and healthcare providers on GSK’s global vaccination programmes, for example.
The digital experience features video interviews with global experts on vaccination for a range of common childhood diseases. Because it requires active engagement from the audience, they form a deeper connection with the content – which can be tailored to their specific areas of interest.
As well as engaging customers, the interactive tool also allows users to scan QR codes, embedded in interactive videos, to view more detailed content on their mobile devices. This gives them a chance to take in more complex information in their own time, rather than forcing it upon them in one interaction.
It also enables GSK to collect valuable data about user behavior – namely, what people are downloading. These data-driven insights can guide their future content strategy, creating the most relevant, in-demand content to enhance engagement and improve customer retention. It’s a prime example of modern marketing in action.
“Having access to analytics has been useful. We can now see how people are using the platform, which is helpful.”
Elena Romanchina, Marketing Specialist – GEA

88% of B2B marketers are embracing interactive content, with at least 10 – 30% of their content interactive in 2018
(Source: DemandGen Report)
We’re slowly seeing more interactive content introduced into the fray, and B2B marketers stated up to 30% of their content would be interactive in 2018. Several years on, this figure will only have risen, with more companies inviting users to get hands-on with interactive videos, interactive infographics and so much more.
So, if you’re thinking of dipping your toe in the water when it comes to interactive content, there’s no time like the present. It’s not just avant-garde brands that use these marketing strategies. Far from it, in fact.
The Royal Mint is synonymous with heritage, but it doesn’t rely on passive consumption when informing the public about people of interest, fascinating stories and exquisite craftsmanship. Instead, users engage with an immersive touchscreen experience to discover different types of interactive content – zooming into cons, pulling out areas of interest and tapping for more information.
“POP created a high-quality touchscreen experience that truly represents The Royal Mint, our people and heritage and gives our audience a real insight into the exceptional craftsmanship, quality and finish of our coins.”
Paul Binning , Head of Marketing, The Royal Mint
What do you think of the latest interactive content statistics?
We’ve seen a bigger uptake of interactive content in the past few months, and things don’t seem to be slowing down any time soon.
And why should they? Interactive content is a great way to grab attention and get people engaging with your brand and solutions. It’s a powerful tool that can boost lead generation, click-through rates and conversion rates. Additionally, tracking user input provides valuable insights which can help you improve your marketing strategy and brand loyalty over time – and contrary to popular belief, it doesn’t have to cost the earth!
“In the past, we have avoided similar platforms because I found them expensive and restrictive for our requirements – they didn’t offer the flexibility needed. However, after just a few weeks of working with POP, my perspective completely changed. The different template options available for each page, allows the team to experiment with various layouts and tailor the experience to our needs before pushing live. Overall, POP offered the freedom and ease that other products lacked.”
Sophie Hunt, Digital Marketing – Specialist Harding+
Best of all, it lends itself to all digital platforms. You can display interactive content on your website, blog, video platforms, or even as part of an interactive touchscreen experience or presentation. Whatever you choose to do, just ensure you tailor it to your customers and ensure you’re offering something they’re going to want or be interested in.
Ready to reap the rewards of interactive content?
Interactive content has the power to transform how your business communicates with buyers – making complex solutions simple, engaging, and memorable. With POPcomms’ interactive presentation software, you can create dynamic, value-driven experiences that captivate your audience and drive real results.
Our feature-rich platform gives you everything you need to build interactive content that stands out, simplifies decision-making, and boosts conversions. That’s paired with our proven Customer Success Blueprint to help you every step of the way. From discovery to implementation, we collaborate with your team to deliver solutions tailored to your business needs.
Want to see what’s possible? Book a demo or contact our team today!
Help your buyers quickly make sense of complex products and information so they can make smarter, faster buying decisions.
Find out how you can use POPcomms interactive presentation software to support your buyers and sellers.
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