One of the main advantages of interactive content is that it has the ability to increase engagement and drive conversions. Unlike traditional static content, interactive content is more likely to be shared on social media and it encourages users to spend more time on a website, which can lead to higher conversion rates. Additionally, interactive content can be used to collect valuable data about customers, such as their preferences and buying habits, which can be used to personalise marketing efforts and improve the overall customer experience.

Interactive videos, in particular, are becoming increasingly popular in ecommerce. They allow customers to interact with products in a way that traditional videos do not and they provide a more immersive experience that can increase brand loyalty and drive sales. For example, a beauty brand can create an interactive video that allows customers to try on different makeup looks, or a furniture brand can create an interactive video that allows customers to see how a piece of furniture will look in different settings. These types of interactive videos can increase the chance of a sale, as it gives the customer a better understanding of how the product will look in their own home or on their own face. Tools like Adobe Spark Video, Canva and Moovly can help to create interactive videos easily and effectively.

This article was first published on eCommerce.co.za.