I admit I have a love-hate relationship with interactive content. Yes, we live in a world of content overload and interactive content is one way marketers can try to stand out. However, in the same way Word doesn’t make you a writer, easy to use tools don’t make you an interactive designer. The world is increasingly littered with quizzes, flipcards, clickable images and 360 videos just because they are easy to produce but no one shares or engages with this content. On the other hand there are some fantastic interactive examples. This month I have picked out twenty examples that really resonated with their audience.

I have grouped these twenty examples into four broad categories as follows:

  • Quizzes
  • Calculators and interactive tools
  • Interactive sliders, timelines and images
  • Interactive and 360 Video


Quizzes have long been a favourite engagement tool, particularly on Facebook with some quizzes gaining over 2m shares.

The theme this year at Content Marketing World was stories. My personal CMW story started when I arrived in Cleveland only to find my suitcase was still in Chicago. It arrived at my hotel at 5am on the morning of the first day. Like me it was a latecomer to this event. I know, great story. This was my first visit to the glowing orange citadel that draws over 3,000 marketers from 50 countries each year.

I scribbled away furiously during the event taking notes trying to capture useful and practical insights. However, the most useful tips and stories were to be gained drinking beer in the Butcher and the Brewer. This is what I remember.

Geeks are the future of content marketing

Don’t take my word for it. After all I am slightly on the geek spectrum when it comes to data. But believe Doug Kessler when he says

At BuzzSumo we have always been of the view that the best content answers customer questions. This is why our starting point for any content research is to understand the questions customers are asking. BuzzSumo’s new Question Analyzer is a fast and efficient way to search all the questions being asked about any topic across hundreds of thousands of forums and sites.

In this post we set out how you can use questions to:

  1. Improve your content marketing
  2. Improve your ecommerce site
  3. Undertake product research
  4. Build your authority as an expert
  5. Track and manage questions about your brand
  6. Undertake keyword research

BuzzSumo’s Question Analyzer

The Question Analyzer crawls hundreds of thousands of forums, as well as sites such as Quora, Reddit and Amazon. We parse out and group all the questions being asked on any topic or product from across all these sites and provide you with a link to …

The average number of engagements with Facebook posts created by brands and publishers has fallen by over 20% since January 2017.

We analyzed over 880 million Facebook posts published by brands and publishers over the last year. In this sample the average number of engagements fell from 340 to 264 over the first six months of the year, as shown in the chart below.FB-engagements

The biggest fall in engagement was with image posts and link posts. According to the data video posts had the smallest fall in engagement and videos now gain twice the level of engagement of other post formats on average. The chart below shows average engagements by post type in June 2017.


For more on video engagement read our recent research post analysing 100 million Facebook videos.

The detailed data on all 880 million posts is set out at the end of this post.

Why Is

What a difference a year makes. Last summer we wrote a post on why video is key to Facebook marketing. This summer our research data shows just how overwhelmingly dominant video, including Facebook Live video, has become. We analyzed 100 million Facebook videos published in the last year and using this data we can reveal:

Video Is The Most Engaging Facebook Format

Videos are the Facebook format most likely to reach and engage audiences according to Locowise. The average video post in April 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%,

The current content writing algorithms, produced by firms such as Narrative Science, are primarily Natural Language Generation tools that write content based on data inputs. They are not perfect but work well if you want to write content about movements in share prices. The algorithms are improving each week but the good news for content writers is that machines are not generating mainstream content that engages audiences. At least not yet.

For an algorithm to write engaging content, it would need to understand the DNA of successful content and the complex interaction of different content elements. This is something we explore in our latest research report with LinkedIn.

Understanding Content Elements

In our report we look at a number of content elements, and their relative importance in the success of content across different industries. For example:

  1. Topic. At the most basic level, choosing the right topic can influence your 

“If you use a poor headline, it does not matter how hard you labor over your copy because your copy will not be read.” John Caples

A good headline is one that resonates with your audience not one that resonates with someone else’s audience. This is why copying a viral headline format that worked on BuzzFeed or Facebook is a bad idea, particularly if you write for a B2B audience.

Our latest research reveals the headlines that resonate with B2B audiences including:

The research is based on an analysis of 10 million articles shared on LinkedIn. See our methodology note at the end of this post.


It is difficult to overstate the importance of headlines. A good headline can entice and engage your audience to click, to read, and to share your content. In many cases headlines are the thing that is shared rather than the article. So you knew that. But do you know what makes an engaging headline?

To help answer this question we analyzed 100 million article headlines. We have set out below our findings from the research including the:

While there is no magic formula for creating a viral or popular headline, there are many lessons we can learn to improve …

In the last three years at BuzzSumo we have crawled and analyzed over 2m ‘how to’ posts. The top posts were shared over a million times. These posts ranged from ‘how to hide your house from Google maps’ and ‘how to fix your sleep problems with science’ to ‘how to be a great lover’. Popular business content included ‘how to look good in Skype interviews’.

The best ‘how to’ posts frequently outperformed other content formats in terms of views, shares, links and conversions. So we decided to take a look in more detail. In this post we set out three steps to create the perfect ‘how to’ post namely:

  1. researching the right questions and topics
  2. identifying where you can be the best answer
  3. using a winning structure for your post

Why “How To” Posts?

Our research reveals that ‘how to’ posts are an opportunity to establish lasting trust and authority …