Transforming Audiences into Active Participants in Your Brand’s Story
Imagine content that doesn’t just tell a story, but invites you in, lets you shape it, explore it, and make it your own. This is interactive content: it’s storytelling designed for participation, turning passive viewers into active explorers.
Modern audiences are selective, self-directed, and overloaded with content. To stay relevant, brands must shift from one-way communication to creating experiences that invite participation, encourage exploration, and deliver tangible value.
Whether it’s clicking, dragging or responding to prompts, people are more inclined to take part when given the opportunity. The message for marketers is straightforward: if you want attention, invite participation.
Here are a few recent interactive projects we’ve created that do just that:
Our Values Interactive Animation – A click-through animated experience that brings each company value to life.
The BetterStory Method – An interactive overview of our storytelling framework.
Rooted in behavioural insight and illustrated with real-world examples, our report explores:
Businesses can leverage interactivity across a range of touchpoints to actively engage audiences
Transform your static reports into narrative-driven experiences that invite exploration and discovery. Instead of a one-way PDF, deliver an interactive document where readers can:
Microlearning Modules: Break comprehensive training into short, interactive bursts that reinforce key concepts and track progress.
Scenario Simulations: Deploy branching “choose-your-path” scenarios that mirror on-the-job challenges. This not only boosts retention but also identifies real skill gaps for targeted follow-up.
Scrollytelling Sections: Scrollytelling transforms a long web page into an interactive story. As users scroll, animations trigger, graphics pin in place and background elements move at different speeds (parallax), revealing each chapter of your narrative at just the right moment. Rather than presenting all your information at once, you guide readers step by step.
Interactive Sections: You can also embed smaller interactive elements directly within a page to boost interest without overwhelming the design. This approach adds a touch of interactivity that delights visitors and highlights key information, all without distracting from the overall page experience.
Interactive Configurators: Interactive configurators give users real-time control to adjust features and colours and compare options side by side.
360° Virtual Tours: Let people explore your product or space in an interactive 360° view. Users click and drag (or tap and swipe) to look around from every angle, gaining a more tangible sense of your offering. This builds confidence, answers questions proactively and accelerates decision-making.
Story-Driven Infographics: Interactive charts paired with short copy – clicks or hovers reveal extra context and figures, turning data into an easy-to-follow, memorable story.
Sub-sub- heading: Custom Dashboards: Custom dashboards allow users to focus on the data that matters most to them and view it in the way that suits them best. Whether it’s switching from a table to a chart, toggling between time periods, or filtering by category, this level of control makes insights more accessible.
Let’s look at the specific, tangible benefits that interactive formats bring to marketing, branding and communications teams.
Interactive content, by its very nature, demands active participation.
By inviting clicks and choices, viewers become more immersed in the experience, resulting in deeper cognitive processing and embedding brand messages more firmly in memory.
Interactive stories let audiences shape the experience, evolving flat brand statements into participatory storytelling. Each tap or choice makes the content feel tailor-made, triggering the emotional lift that fuels brand love.
Every second counts when persuading your audience.
Interactive content holds attention far more effectively than static formats, boosting average engagement from 8.5 minutes on static assets to 13 minutes, a 53 per cent increase. This extended dwell time means audiences are much more likely to complete the entire experience and absorb your entire message instead of tuning out halfway.
Business runs on knowledge. The faster teams absorb onboarding, compliance and product insights, the higher their performance, and the greater the company’s success.
Interactive content speeds up that cycle by turning complex topics into bite-sized, choice-led moments. It replaces passive skimming with genuine engagement, driving deeper information processing, greater information absorption and greater recall.
Interactive content grabs attention, strengthens brand connection, and makes learning quicker and more effective, giving marketing and comms teams a clear edge over brands using traditional content.
We offer tools like our Discovery Lab workshops and brand audits as services, designed to help clients unearth valuable insights. We examine the brand’s purpose and position in context, looking at the wider category, cultural trends and competitive landscape. From there, we define how interactivity might best serve your audience and strengthen the story you need to tell.
Using The BetterStory Method, we map both the brand’s story and the user’s experience in parallel. This creates a framework where every interactive moment has a role: to invite participation, reveal meaning, or encourage action, all while staying true to the core message.
We use design-led storytelling to ensure every colour, texture, and visual asset is purposefully crafted to support your message and strengthen your brand story, creating interactive content that’s not just engaging, but meaningfully immersive.
Once the story structure is established, we shape the user experience to support it. We consider pacing, visual hierarchy, interaction flow, and sound design.
Thanks to our in-house team (spanning animation, design, live action and UX) we’re able to build, test and refine video & interactive elements as part of a single, unified process. We move quickly from idea to execution, without losing sight of the strategy or the story.