Interactive Content Creation

Content of this kind takes the form of various formats, including the following: polls, quizzes, surveys, live Q&A sessions, augmented reality (AR) filters, interactive videos, stories with 'tap to choose' features, carousel posts that prompt action, and gamified elements like points or challenges that require user input.

Interactive content creation aims to establish enhanced relationships between brands or creators and their audiences. It does this by crafting meaningful interactions that seize attention, stimulate curiosity, and coax users into devoting more time to the brand's content or platform.

Using interactivity, creators and marketers can amplify user experiences, up the ante on engagement, and generate direct feedback or data from their audiences. But when it comes to the business of interactivity in the social media space, those creators and marketers of necessity tread a fine line.

Content of this sort is especially good at prompting discussions, generating moments that can be shared, and boosting discoverability. That’s because social media algorithms often favor this kind of content; these systems seek to reward (or at least to not punish) any pieces that appear to be making their audience more active—content that’s generating ways for their audience to participate, whether through liking, sharing, or even just looking.

Shifting away from traditional, static posts, interactive content creation is all about new, postmodern ways of doing social media. Not that social media ever really went modern in the first place since its interactive possibilities were always in its design. Agency plays a big part in this interactivity; users can feel like they’re actually part of the creation of the experience when they’re using content formats that make them co-creators in their own social media storytelling. They can, for instance, make up the ending of a story told through an Instagram Story slider.