In-App Engagement

Gate to a Two-Way Dialogue: Interactive Content

Bilge Boz
June 7, 2022

Will the core function of your app itself keep users coming back and engaged? Are downloads alone a win? Answers vary on your app category for sure. Yet; the average mobile app loses 77% of its DAU within the first 3 days after download. And within 30 days, the number is 90%. Within 90 days, over 95%.

Only 23% come back to an app three days after install.

Keeping users engaged is important for loyalty and lifetime value. It requires a long-term wide strategy to motivate users to stay and take action in your app. Push notifications and in-app messages are effective, but another key element to increase engagement is creating a two-way dialogue.

Having a two-way dialogue requires interaction. For a product manager, one method to sustain this interaction is by using in-app interactive content. One of the basic definitions for interactive content provided by SnapApp is a content that requires the participants’ active engagement — more than simply reading or watching.  

Undoubtedly, interactive content draws the users in action and engages them. Even the most basic interactive content requires some degree of engagement. In a Content Marketing Institute survey, 66% of marketers agreed that overall viewer engagement has improved since the introduction of interactive content. No surprise! 81% of marketers agreed that interactive content attracts more attention than static content. Again, 79% of marketers agreed that interactive content can have reusable value, increasing the number of repeat visitors and multiple exposures. This brings to mind Buzzfeed quizzes that are usually completed and shared many times.  

Another point so good about interactive content is that it allows you to get data straight from your users about their tastes, ideas, and whatever they are willing to say. One way to this data is to create user profiles and improve your engagement strategies in a more customized and personalized way accordingly.

How can you adopt interactive content? The most common types of interactive content are quizzes, polls, assessments, games, interactive videos, interactive infographics, maps, calculators, and many more. It all depends on your app vertical, and what you aim. Some might be more text-oriented and some might be more visual-oriented, although it changes from business to business, the latter generally works better.

Our brains process visuals 60000x faster than text and keep 80% of what we see compared to 20% of what we read. Putting things into an image is more effective in remembering.  

Interactive content types mentioned are great ways to engage with users. However, do we really need another simply designed dull poll in our apps? Or in the opposite scenario, Is trying a completely new feature worth worsening the learning cycle? Or is bringing it on a completely new feature worth risking the learning cycle and user experience? In today’s world, user attention is extremely limited, an average person loses attention after 8 seconds! There is no time to educate users on how to use an interactive content feature while onboarding. That is why it might be a better idea to consider users’ mental models and come up with features that the users are already familiar with and use naturally. You can use videos that your user decides the ending, or place tags and clickable links on the videos. Depending on the user persona, you can remix different tools to serve your aim.

There are limitless ways of creating interactive content in your mobile app. Asking questions, having quizzes, going live are still very relevant for every type of mobile app. Stepping up is improving the format without hustling users. The solution could be using stories! They are here and not going anywhere! To discover building an interactive content strategy by using stories, you can try Storyly now.  

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

How to customize formatting for each rich text

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer porttitor pretium massa sagittis cursus. Etiam egestas turpis vitae sem mattis semper placerat in nibh. Nullam tempus ligula sit amet turpis laoreet, et interdum purus hendrerit. Donec tortor massa, ultricies vitae laoreet a, facilisis quis orci.

Pellentesque rutrum erat eget neque accumsan porttitor. Aenean id consequat orci. Aliquam euismod finibus lacus, eu ultrices mauris interdum eu. Nulla tempor ac risus vel congue. Integer imperdiet purus ut turpis ultricies consequat.
  • Sed sagittis, ipsum pellentesque luctus porttitor
  • metus nisl vehicula ex, ut bibendum dui lectus ac odio
  • In faucibus laoreet malesuada. Fusce finibus eros vel nisl sodales congue.
  • Duis in massa mi. Donec venenatis, lectus interdum scelerisque pellentesque, orci lorem maximus ante, fermentum scelerisque dolor est eget nisl.
  • Cras aliquam pulvinar hendrerit. Morbi blandit auctor risus vitae consectetur. Sed auctor mauris eu velit imperdiet tincidunt.
  1. Sed sagittis, ipsum pellentesque luctus porttitor
  2. Ut quis dapibus elit. Nunc non sagittis quam.
  3. Nullam est est, posuere eget orci et, laoreet pharetra tortor.
  4. Nulla felis nisl, viverra sit amet mi id, volutpat ornare est. Ut ullamcorper sed dui sit amet pellentesque. Donec vel lectus id ipsum varius pellentesque et nec elit.
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