Interactivity drives content shares

Estimated reading time
1 minute
11th December 2018
Author: Dani Mansfield
Posted in: Content production, Impact & ROI

A much-cited study published by the CMI in 2016 stated that 81% of content marketers found interactive content more effective at grabbing people’s attention. But that’s just the start of what interactive content can do. Done well, it’s also more effective at keeping attention and great at driving action.

We’ve been digging into our trough of data to understand the kind of content our users have seen the most significant engagement from this year.

Over the course of 2018, readers spent a whopping 3 years and 7 months in total reading stories on Turtl. We’ve found that Stories which make the most of the interactive features available in Turtl by including polls, quotes and videos are shared almost 200x more and read for 74% longer than those that feature only copy and static imagery. average content shares

One of the pitfalls we see content creators slip into is the attempt to recreate legacy formats like the PDF in Turtl virtually like for like, but this means reintroducing limitations of that format, including a passive reading experience.

We’re calling for a change in mindset, and 2019 is when we expect to see many pennies drop.

Looking for ideas on how to improve your content?

See examples of customer stories here.

Happy reading!

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