Top Statistics That Prove Interactive Content Is the Future

8 min readFeb 8, 2024

In today’s digital landscape, content is king. But, with the increasing competition to catch users’ attention, using plain and unexciting content formats isn’t sufficient to get people interested and intrigued anymore.

Enter interactive content — a dynamic and immersive experience that empowers users to participate and engage with the material actively.

Interactive content has proven to be a game-changer, offering a unique way to connect with users and achieve higher levels of engagement.

This blog will explore some compelling interactive content statistics demonstrating why it is the future. But let’s gather some useful information regarding interactive content first.

What Is Interactive Content?

Interactive Content is content that requires the audience to interact or engage with the content piece. It’s like a two-way conversation between you and your audience. Consumers engage better with interactive content because it motivates them to compete, compare, test themselves, consume information faster, and achieve results faster.

Benefits of Interactive Content

Let’s take a look at this infographic to learn some of the benefits of interactive content.

1. It Helps in Lead Generation

Leads are more likely to be generated by interactive content than static content. Interactive content tools such as calculators, quizzes, surveys, and polls offer real value to users, and they are more willing to give up their contact information if they receive something in return.

2. Improves Brand Loyalty

You can always engage your audience with engaging, interactive content. Whether you publish an interactive infographic, a survey, a quiz, or an assessment, your customers can use and participate in the content. As a result, your audience will feel more connected to your brand and develop deeper loyalty.

3. It Helps in Lead Nurturing and Customer Acquisition

As part of lead nurturing, marketing, and communication efforts must be tailored to each prospect’s needs at every sales funnel stage. It helps to promote brand awareness, gain trust, and maintain a steady relationship with buyers until they become paying customers. You can use interactive content to nurture your leads at every stage of the buyer’s journey.

Now, let’s have a look at some interactive content statistics that show why interactive content is effective for lead nurturing and customer acquisition.

​9 Crucial Interactive Content Statistics

1. Marketers Will Use 14% of Their Marketing Cost in Interactive Content in 2023

A report by Semrush shows that marketers will focus more on interactive content in the upcoming years.

Allocating a specific percentage of the marketing budget to interactive content shows a strategic budgeting and resource allocation approach. Marketers believe interactive content will deliver a strong ROI and is worth prioritizing in their overall marketing strategy.

This investment in interactive content aligns with the growing importance of personalized and engaging consumer experiences.

By creating interactive content, marketers can actively engage their target audience, capture their attention, and build a deeper connection with potential customers. It allows them to stand out from competitors and deliver more memorable and impactful messaging.

2. Interactive Content Sees 52.6% Higher Engagement than Static Content

Interactive content generates 52.6% more involvement than content that doesn’t change. When people look at things that don’t change a lot, they usually spend about 8.5 minutes. However, when they interact with more dynamic things, they spend about 13 minutes on average.

Any business that wants to keep its audience engaged should look into creating interactive content. Even brands like The New York Times are creating interactive content to keep their readers hooked. Here is the news quiz that they publish every week.

This gives readers a chance to test their knowledge and have some fun. It’s also an interesting way for them to explore news stories they didn’t know about before.

3. Buzzfeed’s Total Visits are 96.1M, and Quizzes Are the Primary Driver of It

Quizzes are a fantastic way to engage users and test their knowledge or preferences. A popular example of a company using quizzes effectively is BuzzFeed.

By creating quizzes that are entertaining, informative, or aligned with popular topics, the company leverages the viral nature of quizzes. This helps them enhance brand exposure and engage their target audience.

Besides, quizzes help them collect valuable data and insights about users’ preferences, behaviors, and demographics, informing their marketing strategies and product development.

4. Twitter Poll Records 70,000+ Fan Votes for NBA All-Star Game ISO-CAM

Polls are quick and easy, often single-question survey-like interactive content designed to gather opinions or preferences. They allow you to engage your audience and learn more about their thoughts on specific topics.


The NBA’s interactive engagement with fans reached new heights as the league used a poll on the @NBAonTNT Twitter account to determine which player would be featured on the ISO-CAM during the highly anticipated NBA All-Star Game.

With an overwhelming response, the poll garnered over 70,000 votes, showcasing the passionate involvement of basketball enthusiasts worldwide.

The success of the Twitter poll for the NBA All-Star Game ISO-CAM highlights the immense potential of polls as a tool for audience engagement. Marketers can take inspiration from this interactive approach to gather the opinions and preferences of their target audience.

5. Interactive Video Is Among the Top Three Video Types for Maximum Engagement, Say 47% of Marketers

Interactive content, including videos, has become a powerful tool for engaging audiences. According to 47% of marketers, interactive videos rank among the top three video types for maximizing engagement.

An excellent example of this is the movie “Mile 22,” which offers viewers the exciting opportunity to pick their own path in the storyline.

By making choices, users receive customized snippets from the film, creating an immersive and personalized viewing experience. So, interactive videos are undoubtedly captivating and leave a lasting impact on viewers.

Marketers can use them to engage, collect data, gamify, include CTAs, demonstrate products, and encourage sharing.

6. 65% of Brands Utilize Interactive Infographics to Enhance Content Marketing Strategies

Infographics effectively raise brand awareness as they present valuable information in a visually appealing and easily digestible format.

In fact, as per a study, 55% of marketers build social media infographics more than other visual media. Do you know why? Because they organize data into bite-sized chunks, giving the audience a colorful and engaging experience.

In fact, infographics are considered to be one of the most effective ways of marketing.


With the current statistics, it would not be wrong to say that infographics will grab a lot more attention in the upcoming years.

7. 52% of Marketers Identified Interactive Emails as the Most Effective Form of Interactive Content


Interactive email marketing is a dynamic and engaging approach that leverages interactivity within email campaigns to captivate recipients.

By incorporating interactive elements such as quizzes, surveys, and images, marketers can create immersive experiences that drive higher engagement and conversion rates.

Interactive emails allow users to actively participate, explore, and interact with the content directly within the email without navigating to external websites.

This innovative approach enhances user experience, encourages longer email engagement, and boosts click-through rates.

With the increasing number of emails, interactive email marketing provides an effective method for businesses to differentiate themselves. It enables them to create a lasting impact within the crowded landscape of inboxes.

8. 65% Find Social Media Giveaways and Contests Effective for Boosting Followers

Who doesn’t love a chance to win something exciting? Giveaways and contests are interactive content that allows users to participate and win prizes. They create a buzz around your brand and generate excitement and anticipation.

According to a survey, over 65% of participants recognize the efficacy of social media giveaways and contests in boosting follower counts. Contests alone account for around 34% of new customer acquisitions.

Here is a good example of a viral contest. The Swiggy “Why is This a Swiggy Ad?” Contest. This contest was launched by Swiggy in 2022, and it invited people to guess why a particular image was a Swiggy ad.

The image was a simple photo of a man sitting on a bench, but it was filled with hidden details about Swiggy. The winner of the contest won a prize of 1 lakh rupees.

The contest was a huge success, with over 1 million people participating and guessing the answer.​​

Giveaways and contests can be hosted on social media platforms or your website, and they often require participants to complete specific actions, such as sharing a post, tagging friends, or submitting their email addresses.

9. The Worldwide Chatbot Market is Predicted to Reach USD 4.9 Billion by 2032

Chatbots have emerged as a core interactive content component, revolutionizing how users engage with digital platforms. The global chatbot market will reach USD 4.9 billion by 2032. With their ability to simulate human conversation, chatbots can provide personalized, interactive, and dynamic user experiences, enhancing overall user engagement and satisfaction.

In addition to personalized interactions, chatbots can offer 24/7 support, ensuring that users can access assistance or information at any time, regardless of location or time zone. AI chatbots play a crucial role in the advancement and capabilities of modern chatbot systems.

By leveraging AI algorithms and ML, these chatbots can understand natural language, learn from interactions, and continuously improve their responses. They can handle multiple conversations simultaneously, reducing wait times and improving business efficiency.

For example, Outgrow’s AI chatbot helps you make communication fun and seamless. You can generate and qualify leads and analyze your chatbot data to gain visitors’ insights.

Final Thoughts

The above interactive content statistics highlight its growing importance and effectiveness in various marketing strategies.

Marketers are investing a significant portion of their budget in interactive content. If you too want to create interactive content without coding, Outgrow is your best tool.

It allows you to design and deploy interactive experiences such as quizzes, calculators, assessments, polls, surveys, and more. Want to give it a try? Sign up for your free trial.




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