Interactive Content Explained: Why It’s the Best Bet for 2025

With 2025 on the horizon, and consumer expectations are changing AGAIN, we marketers need to keep up. People no longer want to passively consume content—they want to interact with it, personalize it, and see immediate value from their experience.

Marketers are taking note. Predictive blogs and industry reports for 2025 agree on a few key trends shaping the future of content:

• Personalization is a must: As highlighted by Content Marketing Institute, content needs to adapt to individual preferences to remain relevant and impactful.
  
• Data-driven strategies win: Forrester predicts that companies leveraging data effectively will outperform competitors by 85% in customer acquisition by 2026.
  
• Interactivity drives engagement: Moz emphasizes the importance of creating content that holds attention, such as quizzes, calculators, and interactive videos.
  
• Exceptional experiences build loyalty: MarketingProfs underscores the growing importance of customer experience as the ultimate differentiator for brands.
  

Many of these ideas and concepts aren’t new and sometimes border on evoking the response of “this again?!” Regardless of your gut reaction, the points are still (annoyingly) valid. 

So, how can you keep up without blowing your budget or overhauling your entire content strategy? Interactive content.

Experts across the marketing space have been telling us for years to create content that sucks less, but when you’re up against a rock (your budget) and a hard place (the leadership), it can be challenging to experiment and take risks. The good news? It’s not a risk anymore. 

Did you know that interactive content generates 52.6% more engagement than static content? (Outgrow) That’s not just a small edge—it’s a massive leap forward. Whether you’re in tech, professional services, or any other industry, interactive content offers a powerful way to future-proof your marketing strategy.

​Here are five reasons interactive content outperforms static content—and how it can help future-proof your content strategy.

1. Increased Engagement: Keeping Eyes on Your Content

Interactive content hooks people because they don’t just consume it—they participate in it. Whether they’re navigating a customizable GPT, choosing their own path in a product demo, or answering a quiz, the experience feels personal and engaging.
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The Numbers Don’t Lie: Users spend an average of 13 minutes on interactive content compared to 8.5 minutes on static items (Outgrow).

Example: A SaaS company creates an interactive product tour where users explore features based on their industry. This choose-your-own-path format tailors the experience, leaving prospects impressed and informed.

Tools to Try:

• Chatbase: Build customizable GPTs that respond dynamically to user inputs.
  
• Wistia: Create interactive videos with clickable paths.

2. Better Lead Generation: Turning Interaction into Action

Interactive tools like calculators, customizable GPTs, and surveys aren’t just engaging—they’re lead generation machines. By offering users value upfront (like personalized results or insights), businesses build trust and capture key information.
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Proven Results: Interactive content converts buyers 70% of the time, nearly double that of static content (Storyly).

Example: A cybersecurity consulting firm uses a Data Risk Assessment Tool powered by a customizable GPT. Users answer a few questions, and the tool generates a tailored report identifying their vulnerabilities, capturing contact info along the way

Tools to Try:

• Outgrow: Create calculators and assessment tools.
• Typeform: Build lead-generating surveys that feel conversational.
• Interact: Lead-generation-focused tool with built in AI.

3. Improved Personalization: Making Every Interaction Feel Unique

Personalization is no longer optional—especially in tech and professional services. Interactive content like GPTs, branching videos, and dynamic polls makes every experience feel tailored.

Why It Matters: 88% of marketers say interactive content helps brands stand out by offering personalized experiences (Rock Content).

​Example: An IT services company creates a branching video walkthrough that lets prospects select topics they care about most—whether it’s cloud migration, cybersecurity, or managed services. Each path delivers highly relevant content, boosting engagement.

Tools to Try:

• Landbot: Build no-code, interactive chatbots for customized user journeys.
• Vimeo: Use their interactive video tools to create tailored experiences.

4. Enhanced Data Collection: Get Insights That Matter

Interactive content is a goldmine for data collection. Whether through surveys, calculators, or GPT-powered insights, you can gather meaningful first-party data directly from your audience.

The Numbers: 62% of marketers use interactive content to collect valuable data on user behavior and preferences (Lead Generation World).

​​Example: A mid-sized tech company uses a ROI Calculator to help prospects understand how much they could save with their software. The calculator collects essential data—company size, budget, and pain points—that inform sales strategies.

Tools to Try:

• ​SurveyMonkey: Simple survey tools for capturing preferences.
• Outgrow: Build calculators that double as data-collection tools.

5. Greater Shareability: Amplify Your Reach

Interactive content that’s fun, insightful, or highly relevant gets shared. And when it’s shared, it amplifies your brand’s reach without extra ad spend.

​Did You Know? Interactive content is shared 3x more often than static posts on social platforms (Creative Trend). 

Example: A professional services firm creates a "What’s Your Business Leadership Style?" Quiz. Not only does it capture leads, but participants share their results on LinkedIn, expanding the firm’s visibility.

Tools to Try:

• Canva Pro: Create visually stunning, shareable interactive content.
  
• Interact: Easy quiz-building for social media sharing.

You might be asking yourself, “isn’t interactive content too complex or expensive?”

It’s not, really. Interactive tools have been out of reach for many years due to the big investment required, but with today’s tools, it’s easier and more affordable than ever. With the tools I’ve shared above, literally anyone can test interactive content formats and even small budgets can tolerate using them as lead drivers. A quiz I built with my team years ago at my agency is still driving new leads my way. ​

Still feel overwhelmed? No worries, here’s a few things to think about to get started: 

1. Start Small: Begin with one interactive piece—like a quiz or a choose-your-own-path video.
2. Use Affordable Tools: Platforms like Chatbase, Outgrow, and Canva offer low-cost or free options.
   
3. Focus on ROI: Interactive content doesn’t just engage—it drives leads and sales, making it a worthwhile investment.

Conclusion: Start Now

Interactive content bridges the gap between what audiences want today and what they’ll demand tomorrow. Whether you’re looking to boost engagement, generate leads, personalize experiences, or collect meaningful data, the tools and strategies are accessible now.

​So, where should you start? Experiment with a customizable GPT, a choose-your-own-path video, or a lead-generating calculator. Dive into affordable tools like Chatbase, Typeform, or Outgrow. Your audience—and your bottom line—will thank you.

Need Inspiration?

If you want to start building your own interactive content, here’s an example of how I worked with a team to create an interactive quiz that still generates leads to this day. 

Zodiak Project Case Study