{"id":1543,"date":"2017-06-28T15:39:00","date_gmt":"2017-06-28T15:39:00","guid":{"rendered":"http:\/\/commarts.pleather.us\/2017\/06\/28\/why-interactive-content-brings-people-into-your-story\/"},"modified":"2017-06-28T15:39:00","modified_gmt":"2017-06-28T15:39:00","slug":"why-interactive-content-brings-people-into-your-story","status":"publish","type":"post","link":"https:\/\/blog.valdosta.edu\/m2\/2017\/06\/28\/why-interactive-content-brings-people-into-your-story\/","title":{"rendered":"WHY INTERACTIVE CONTENT BRINGS PEOPLE INTO YOUR STORY"},"content":{"rendered":"

This article originally appeared on\u00a0Column Five<\/a>.<\/em><\/p>\n

There are many tools you can use to tell your brand story, and each have their own advantages. We\u2019ve covered many of them, especially data visualization<\/a> and infographics.<\/a> These data storytelling formats are useful, but there is another format that is often forgotten: interactive stories. This format brings data to life in exciting and dynamic ways, which is why we love it.<\/p>\n

If you haven\u2019t experimented with interactive stories\u2014or even heard of them\u2014here\u2019s what you should know.<\/p>\n

WHAT ARE INTERACTIVE STORIES?<\/b><\/h3>\n

Interactive stories, infographics, or visualizations refer to a specific type of content, mostly found online. In its simplest form, interactive infographics are any web-based content that lets you interact with the information or data on screen. Technically, there are two features required to make something an interactive:<\/p>\n

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  1. Human input: <\/b>You should be able to control the visual representation in some way. This might be possible through mouseovers, clicks, drop-down menus, checkboxes, or other features to let you interact with the information on screen.<\/li>\n
  2. Response time: <\/b>Your actions should affect the visualization in a timely manner. When you do something, you\u2019ll see something on screen.<\/li>\n<\/ol>\n

    In short, it\u2019s the communication of data in an interactive way. (For the most part, we\u2019re referring to online interactive stories, but real-life interactive installations<\/a>, A\/R, or VR experiences also count.)<\/p>\n

    WHAT ARE INTERACTIVE STORIES USED FOR?<\/b><\/h3>\n

    While there are many different formats for brand communication, interactive infographics are uniquely suited to help brands communicate in specific ways or deliver unique experiences. In general, you are most likely to see them used for data storytelling, fixed-narrative storytelling experiences, entertainment experiences, or practical tools. Depending on your goals, some applications may be better than others.<\/p>\n

    1) DATA STORYTELLING<\/b><\/h4>\n

    Good data stories come from good data, but sometimes you have far more data than a single static infographic or white paper can contain. In these instances, interactive infographics are the best way to effectively present what is otherwise overwhelming information. Making that data easier to navigate helps the audience interact with and synthesize that information in a pleasant way.<\/p>\n

    To deliver these data stories, interactive infographics usually take one of two specific approaches: narrative or explorative. Not every data interactive falls clearly into each category. Some offer a blend of the two, but there are benefits to each.<\/p>\n

    1) Narrative: <\/b>This approach guides readers through the data in a linear fashion, delivering a single narrative that conveys context and insight and often gives viewers a specific takeaway.<\/p>\n

    Example: The Anatomy of a Breach<\/a> interactive we created for Microsoft guides readers through a data heist, crafting a specific story around the data breach to emphasize how important data security is.<\/i><\/p>\n

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    This type of interactive storytelling usually requires fewer resources to create because it is a simple, contained story.<\/p>\n

    2) Explorative: <\/b>This type of storytelling puts viewers in the driver\u2019s seat, letting them browse information and extract their own relevant or interesting stories.<\/p>\n

    Example: Northwestern University Qatar conducted a massive survey on Media use in the Middle East<\/a>. With so much data\u2014an incredible 10 million cells to be exact\u2014a static infographic would be impossible. We turned the information into a streamlined, colorful, easy-to-navigate experience.<\/i><\/p>\n

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    This type of interactive is good for large or complicated data sets; however, because it usually involves large amounts of data, it requires more resources to produce.<\/p>\n

    2) FIXED-NARRATIVE STORYTELLING EXPERIENCE<\/b><\/h4>\n

    Even in the absence of hard data, interactives are still a great way to deliver any sort of information or story. Narratives offer a contained environment, which gives you control over the story. Imagine a simple click-through slideshow or a narrative enhanced with interactive elements, such as animations. This type of storytelling is best used to deliver a specific message.<\/p>\n

    Example: We collaborated with\u00a0<\/i>Good magazine<\/i><\/a> to create an interactive experience that allowed readers to learn about how a hybrid car works by interacting with different elements.\u00a0<\/i><\/p>\n

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    3) ENTERTAINMENT EXPERIENCES<\/b><\/h4>\n

    Viewers crave content that entertains or inspires. When you are looking to create novel experiences or give a piece of content an entertaining spin, interactivity is a fantastic way to do it. Any piece of content can be enhanced by:<\/p>\n