With so much content and so little time, combined with shorter attention span, it’s becoming harder and harder to reach and engage today’s consumers. This is why some brands are turning to interactive content to make a lasting impression on their target audience and to drive more engagement.
Interactive content drives two-way conversations and allows the audience to actively participate in the content rather than passively consume it as is the case with static content.
The conversation looks like a perfect way to have a dialogue with the user. Companies can do storytelling, design dialogues as quizzes, tests, surveys allowing consumers to gain tailored results or insights on a topic they care about or a challenge or problem they are facing, and have fun in the process of chatting and interacting with the piece of content.
Longer content does perform well in organic, but we don’t think about this in our own apps. At the same time, the stats show that the average number of words in blog posts has been going up while the world’s attention span keeps getting shorter. Short content works better for millennials, the generation with the most buyers.
The dialog is one of the best options to provide short and meaningful content via messages.
Another good way to follow this trend is to vary dialogs with videos, images, infographics, and other reach content. These formats are colorful, tell a story, and include movement.
Users will get bored if you only put up one type of content. That’s just not how things work anymore. Instead, the expectation is for your mobile app to make use of different types of media, be it infographics, galleries, video, podcast or a chatbot. Chatbots add a new way of interactions and create a new type of content which is rare to meet in other apps and shows extremely good results.
To make a chatbot truly means that you or your content manager have to diversify the skill set but it does bring some advantages along with it as well. If you diversify how you present your content, you won’t need to do quite as much work as creating new content. Quite often, taking content that has proven successful in one format can be put in a new jacket, updated and then shown again in another form.
People’s behavior is constantly changing and their expectations of the content that they consume are getting higher. New trends are appearing and you have no choice but to follow them. Conversation interface powered by bots can help you be one step forward of your competitors and from what we have learned it might be a perfect solution which you definitely have to implement.
On the other hand, it is something you might not have dealt with before and in the beginning, it might be a small challenge for your team to write an engaging dialog. It’s also not a simple task for your development team to make bots possible inside your app, you will have to create Chat SDK and make a CMS system with a conversation builder. But don’t worry, technologies go very fast and there are pre-made solutions which you can use. If you are interested in how you can implement a chatbot inside your app, feel free to ping me: firstname.lastname@example.org