[et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Texte” _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Commitment has become a very important aspect <\/b>of online marketing in recent years. With the rise of social networks, brands can no longer simply broadcast advertisements or post a publication and wait for it to generate sales. They now need to interact with their audience and find new ways of increasing engagement<\/b>. <\/span><\/p>\n In this article, we share with you 10 formidable techniques for creating engaging marketing campaigns.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.22.1″ _module_preset=”default” min_height=”1358.8px” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.22.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Engagement has become the key metric <\/b>for marketers. For many, it replaces so-called vanity KPIs (such as the number of subscribers, for example) and provides a much better assessment of a brand’s reputation and appeal on social networks. <\/span><\/p>\n However,<\/span> engagement also translates into very concrete KPIs<\/b>, such as the number of comments, likes and shares of a publication.<\/span> Some formulas<\/span><\/span><\/a> also include the number of impressions or views, etc.<\/span> <\/p>\n These community interactions with the content shared by a brand are good indicators of its relevance. But they don’t say much about <\/span> the intention behind these actions…<\/b> and even less about how they enable the company to achieve more concrete objectives, such as increasing sales, building customer loyalty, etc.<\/span><\/p>\n So before we look at the best levers for creating engaging marketing campaigns, it’s important to <\/span>think about the objectives<\/b> that the brand wants to achieve. In other words, what the engagement of its audience can bring to the brand in terms of commercial results. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n The aim of an engaging marketing campaign<\/b> can be multiple. Interactive content can enable companies to : <\/span><\/p>\n Build audience loyalty<\/span><\/span><\/a><\/b> by creating a more solid relationship that is not just transactional.<\/span> <\/p>\n [\/et_pb_text][et_pb_divider _builder_version=”4.21.0″ _module_preset=”default” min_height=”26.4px” custom_padding=”||17px|||” global_colors_info=”{}”][\/et_pb_divider][et_pb_text module_id=”sommaire-2″ _builder_version=”4.22.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Companies wishing to<\/span> launch marketing campaigns<\/span> to better<\/span> engage their audiences<\/b> can use a number of levers, depending on the objectives they wish to achieve. Here are the most effective. <\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The first simple thing to do to increase audience engagement and strengthen the user experience is simply<\/span> to interact with them.<\/b> Brands that make a point of replying to their subscribers’ comments, reposting their publications (of the UGC type) or simply asking for opinions (in the form of surveys) are those that forge the strongest links with their community.<\/span> <\/p>\n Beyond<\/span> the consideration they show their customers and prospects<\/b>these brands also take advantage of these interactions to better understand their needs and expectations. Comments or responses to a survey are all first-party data that shed light on consumer trends within their audience. The information collected can then be used to <\/span>better segment customers<\/span><\/span><\/span><\/a> or adapt communications, offers, etc.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Create an engaging marketing competition <\/b>is also an excellent way of achieving your sales objectives. Interactive animations such as <\/span>the<\/span> quizzes<\/span><\/span><\/a><\/span>, <\/span>photo contests<\/span><\/a><\/span><\/span> or <\/span>instant wins<\/span><\/a><\/span><\/span> are highly effective to :<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp” alt=”Gamification games catalogue” title_text=”mobile-games-catalogue” url=”https:\/\/www.adictiz.com\/en\/adictiz-catalog-for-your-marketing-animation\/” src_tablet=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp” src_phone=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux-mobile.webp” src_last_edited=”on|phone” _builder_version=”4.23.4″ _module_preset=”default” locked=”off” global_colors_info=”{}” src__hover_enabled=”on|desktop” src__hover=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/01\/catalogue-jeux.webp”][\/et_pb_image][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Partnerships with influencers<\/span><\/a><\/span><\/span> are also an excellent way of generating more engagement with your community. Content creators have <\/span> a closeness with their community<\/b> that can benefit brands, whose communication will appear more authentic.<\/span> <\/p>\n But account takeovers, for example, can<\/span> bring a bit of freshness and novelty<\/b> to the content shared by companies, and so engage their audiences.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Interactive marketing is, in essence, a powerful generator of engagement. In fact, its purpose is to <\/span>Invite a community to interact with the content<\/b>, for example by integrating gamification mechanisms (in the case of competitions or Playable Ads<\/span><\/span><\/a>)<\/span><\/span>.<\/span><\/span> <\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n UGC campaigns<\/span><\/a><\/span><\/span> (whether in the form of a competition or a simple branded hashtag) are particularly effective in increasing audience engagement. They enable brands to <\/span>encourage their customers to share content<\/b> about their products or services.<\/span> <\/p>\n UGC will be an excellent way of boosting their visibility<\/span>, reinforcing their sense of belonging to the brand’s community<\/b> and converting new customers more effectively than photos from a professional shoot.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Events (whether virtual or physical) are an integral part of brand community strategies. They allow brands to <\/span> create much stronger links with its customers<\/b> and therefore build loyalty. But they are also good conversion drivers (when they are organised to launch a new collection, for example) and engagement drivers (by inviting participants to share content around the event). <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Live shopping<\/span><\/a><\/span><\/span> is a highly effective form of interactive content for generating engagement and boosting conversion rates. Brands will <\/span> present their products in a more immersive way<\/b>and<\/strong> answer their customers’ questions live. Customers benefit from a personalised shopping experience without having to visit the shop. <\/span><\/p>\n It is also possible to integrate<\/span> interactive experiences such as surveys or games <\/b>into live shopping. These gamified formats will boost community engagement even further.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Co-creation is another ultra-powerful form of interactive marketing. It allows customers to <\/span> participate in the development of a new product or service<\/b>, usually by taking part in a survey and then<\/span> voting<\/span><\/span><\/a><\/span> (to select the best idea).<\/span> <\/p>\n Not only does this strategy generate engagement. But it’s also an excellent way of <\/span>activating the data collected from its community<\/b> to create products for which companies are sure to have demand.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.22.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Content is engaging when it is authentic<\/b> and does not give its audience the impression that its sole aim is to encourage them to buy a brand’s products.<\/span> <\/p>\nEngaging your audience, yes: but why?<\/strong><\/h2>\n
The different objectives<\/strong><\/strong><\/h3>\n
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10 techniques for creating interactive and more engaging content <\/strong><\/h2>\n
1. Listen and respond to your subscribers<\/strong><\/h3>\n
2. Create exciting competitions<\/strong><\/h3>\n
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3. Launch a viral campaign with a content creator<\/strong><\/h3>\n
4. Capitalise on interactive advertising content<\/strong><\/h3>\n
5. Encourage the creation of UGCs<\/strong><\/h3>\n
6. Organising events<\/strong><\/h3>\n
7. Doing live shopping <\/strong><\/h3>\n
8. Use co-creation to engage your audiences<\/strong><\/h3>\n
9. Share relevant content<\/strong><\/h3>\n