Engagement. As in, people are now actively engaging

Engaging content is the difference between a post that gets read and one that gets acted on. You can use naturally active components to help people engage with your content. Think polls, quizzes or other interactive elements to get people clicking, commenting or sharing.

Interactions lead to deeper awareness

This is the psychology bit of the process. Actively participating in an interactive post means users invest time and effort, making the exchange with the brand more meaningful. In turn this fosters that sense of involvement or even personalisation, creating a stronger emotional connection towards your brand.

Don’t just get their attention, learn more about them

Look at what they’re interacting with and find out why! Their preferences and behaviours are on full display and have a variety of uses. Clues to their issues (you can solve), what they like (you can offer) and their demographics (to influence your future marketing).

Not all content is created equal

Make sure the interactive elements you’re using match your market and more importantly, your brand. Interactions, especially if you’d like that sweet emotional connection, should still provide value to the people you’re marketing to. If you sell baby clothes, a poll asking who will win the NRL this season don’t necessarily align.

Unless, of course you sell NRL Warriors branded nappies...

Interactive posts are fantastic, but stay on-brand