How to make dynamic content engaging again

18/03/2018   -   Trend Updates


It likely won’t surprise you that dynamic is the current golden standard when it comes to online and social content. Since major social platforms, predominantly Facebook and Instagram, started prioritising dynamic content, the publication of video content and dynamic ads took off rapidly.

From a creative perspective, dynamics give the brand freedom of expression to tell their story at each touchpoint of the customer journey. It is beneficial from an advertiser’s perspective too, as the major platforms have made reaching more people cost effective with video ads.

I know what you are thinking! To social marketeers, social videos are like what the latest Star Wars movies are to the world – we waited a while for their release, but now they are here, we can’t get enough. And of course: the storytelling options and the advertising benefits are great.

But making reach the dominant KPI has had a detrimental effect on engagement. The content reaches the audience, the audience watches the video, and that’s it. I’m starting to miss the one thing that made me love social marketing since the start of my career, something that made social channels stand out from the others: interaction between the content and the audience.

Lucky for you (and me) we’ve got some great new content types lined up to bring back true interaction to an environment thats became increasingly one way as a result of dynamic content. Here are some suggested ways to let the audience become part of the social story, to influence what they are watching and add a touch of gamification in newsfeeds. Please welcome *imagine drumroll sound*: interactive dynamics, and here’s a few examples to get you started:

Immersive ads – Canvas

Interactive content is something that has been on social channels a little longer than you might think. It has already been two years since Facebook introduced Canvas Ads, an interactive, rich format that takes over the entire phone screen once opened.

But since Facebook recently made Canvas Ads available on Instagram Stories too, publishing these immersive ads is more interesting than ever.

The user decides – Clickable video & 360 video

Bringing back interaction to dynamic content means letting your audience influence the content they consume. In 360 degree video it’s the user that decides where to look, while in clickable video the user influences the storyline or jumps to a scene of choice.

An interactive touch – Press and Hold & 3D content

Not all interactive content must be an enormous production. Take the recently relaunched 3D Facebook posts for example, allowing your audience to rotate products and have a closer look. Another low-barrier interactive content type is the ‘Press and Hold’. These posts appear in the mobile newsfeed as a static until you press and hold the image. The static piece of content will then seamlessly turn into a dynamic as long as the user keeps pressing.

More than dog ears – Lenses and filters

After the success Snapchat (and Instagram to a certain extent) gained with their lenses and filters, Facebook launched AR studio. This platform allows brands to create, develop and publish similar content. Regardless of the platforms your audience prefer: filter, frames or lenses that interact with the user’s facial expression or surroundings add a playful element that keeps surprising users.


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