Interactive content is no longer just a fad. It is the next step in entertainment’s evolution. Digital platforms are going all in on interactive experiences, hoping to get the fans a lot closer to the action. Speaking of the fans, it seems like many are demanding improved personalization and interactivity. The movement towards interactive platforms is just answering a demand that has long been voiced.
The movement to improve interactivity is a universal phenomenon. The financial industry is doing its best to answer as many customers’ concerns online as possible. Tech markets are finding creative ways to improve the technology that makes online interaction a possibility. Of course, we can’t ignore the strides that various entertainment platforms have taken in order to improve customer relations.
The focus in this article will be mostly on the world of entertainment. After all, it is here that fans are most excited to experience some sort of interaction, not only with the content, but also with other fans and even the creator themselves. How has the rise of interactive platforms improved customer/business relations, and created a better industry?
Online Entertainment Sectors
There are certain markets that would not be possible were it not for the world wide web. Online entertainment has been around since the turn of the century. The era when the internet became widespread also resulted in the creation of websites that largely have replaced their land-based predecessors. The best example we could give here would be sports-oriented platforms.
Fans can now gain so much more information about their favorite athlete or team. All it takes is one quick Google search, and the information is right there at your disposal. More to the point, through social media, many can even interact with the teams in question. Of course, websites like Puntit - official website cover the sports industry, which has grown into a multi-billion-pound market in its own right. But, sports are not the only ones touched by this new era of online interactive entertainment.
Online content creation websites particularly benefit from interaction. We need look no further than Twitch.com. The streaming platform played an instrumental role in popularizing video games in the mainstream. Not only that, but professional gamers who are heavily involved in eSports, managed to build a huge audience that follows them to this day. Part of the reason for the success of Twitch streamers is their constant interaction with a live audience. On top of that, the content they produce is mostly free which allows it to reach a wider customer base.
Why Does Interactive Content Matter?
Most can understand by now what interactive content is and where they can find it. But, does interaction really matter to entertainers? Some new studies have shown that interactive content does not just matter, but that it is essential in the 21st century. But, what exactly are fans of interactive digital content looking for?
Interaction is an easy way to engage an audience. Studies into customer behavior have shown that people are far more likely to remain interested in content, if the creator is actively responding or reacting to what they are saying. It is part of the reason why Twitch streamers are more likely to react to a donation from the chat, than an average commenter. In some cases, even the idea that a creator might react to something said in the chat is enough to keep a chatter engaged for a longer period of time.
There is also the matter of retention. An audience is far more likely to retain interactive content. It is part of the reason why many education-oriented services on the internet have gone from a textbook-esque style, to a more interactive and casual style. The best part about interactive content is that it helps both customers and businesses. By gathering data on a customer the business could quickly create a custom, personalized format for the member of the audience.
Examples of Interactive Content
Interactive content goes beyond simply a creator interacting with their audience. Though that is a big part of it, there are also other ways in which a business could improve interaction. For example, an education-based online platform might engage their audience by giving them quizzes on the topics that they’ve studied. If the business is oriented towards something that requires practical knowledge, they might organize friendly tournaments.
Thanks to the success of shows like Queen’s Gambit, many are now interested in one of humanity’s oldest games. Playing chess has been linked to great mental benefits. But, it has also opened the door for many to offer chess lessons online. By introducing interactivity to the equation educators have managed to make their teachings more entertaining. It is certainly possible to quiz somebody on the topic of chess. However, it is far more beneficial to engage them in other ways, such as through assessments of gameplay and tournaments.
Interactive videos are always a good place to start as well. If we stick to the example of chess, one might show a video of two players competing. They might then stop the video and ask the audience what they think the next move will be, based on the pieces on the board. Interactive videos have proven quite effective in both entertainment and education endeavors. They are a great way to attract a larger customer base.
Closing Remarks
It is plain as day that interaction plays a key role in the online world today. As we’ve shown in this article, interactivity goes far beyond simply having a relationship with a customer. It can mean so many different things, all of which build up to a better understanding of the topic at hand. Consumers are clearly fascinated by the idea. The main reason for the rise in interactive content has a lot to do with customers’ demand for such content. Of course, with the advancements in digital technology such content will become a lot more widely available no matter what.
The Rise of Interactive Platforms: How Fans Are Getting Closer to the Action