Interactive content is rapidly gaining ground among brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 21, 2020, 6:07 PM UTC

Content formats range from low-tech options like Facebook and Instagram quizzes to high-tech AR/VR headsets.

With interactive content providing the twice the engagement of static content, brands are increasingly leveraging the format. Interactive content is also gaining popularity with both B2B marketers as well as buyers.

A majority of B2B marketers (85%) are either using or planning to use interactive content. 45% of B2B buyers list it among their top three content types and 51% says it helps in handling business challenges.

Virtual Reality is also increasingly going mainstream; around 43 million people in the US used a VR product in 2019. A quarter of VR users also believed that the format had a “strong potential for brands and marketers.”  Most consumers (71%) also expressed a preference for shopping at stores with AR experiences.

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