TREND 1

Interactive Content

Content that was previously static is moving to experiences that engage the user, change with the user, and adapt to the user.

What is interactive content?

Interactive content is a two-way street in comparison to the one-way street of traditional downloadable static content. Instead of just reading or watching a video, your user is invited to interact with your content.  In contrast to passive content, interactive content engages an audience as active participants. Interactive content includes quizzes, calculators, configurators, assessment tools, games, contests, workbooks, and more. It could be simpler than these as well.


Kindle eBooks have really evolved over the years and are a great show of interactive digital content versus static print media. With eBooks, you can see phrases often highlighted by your peers, share quotes with friends, and easily link to websites and photos mentioned in the text. There is now a huge advantage to having a digital copy versus a static copy of a book.

By its very nature, interactive content engages participants in an activity: answering questions, making choices, exploring scenarios. It’s a great way to capture attention right from the start. Individuals have to think and respond; they can’t just snooze through it.
- SCOTT BRINKER, ION INTERACTIVE, AUTHOR OF CHIEFMARTEC.COM

Taking that a step further, true interactive content on the web is emerging. Remember when eBooks, white papers, even menus from your favorite restaurant, were all downloaded content? Less and less do I find myself downloading a PDF to my mobile phone and pinching and zooming. Now, I am able to interact with these types of content and really narrow in what I want to focus on. It’s a better user experience because it puts the user at the center of the design. Instead of dropping something in their lap and walking away, interactive content is with you through the journey, allowing you to take charge.


Because the nature of interactive content is to focus on the user, user experience and interactive content go hand in hand. Without a thought given to the user, these experience would flounder. Each click, each moment spent scrolling, and each interaction needs to be thoughtful and meaningful. That is the key to a successful design. Always keep the user at the forefront, and you will have content that is worth sharing and talking about.

Always keep the user at the forefront, and you will have content that is worth sharing and talking about.
TREND 2

Storytelling

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