Interactive Content

Report Overview

We’ve witnessed significant shifts in culture and behaviour. COVID-19 acted as a catalyst, transforming how we consume content. Static formats, once useful for building awareness or sharing knowledge, now struggle to capture attention, let alone inspire action or long-term retention. Today’s audiences seek experiences rather than mere exposure, and interaction rather than instruction.

This report examines how interactive content is reshaping communication, offering a timely, evidence-based view on its role across marketing, brand, internal comms, and learning.

Rather than treating interactivity as a novelty or tech feature, we explore it as a strategic response to behavioural change, one that aligns with how people now seek to engage, absorb, and act on information.

The Value of Reading On

If you’re reassessing how your brand communicates in a distracted, digitally fluent world, this is a resource worth reading.

Who It’s For

This report is written for brand, marketing, communications, and L&D leaders who are re-evaluating how they engage their audiences. Whether you’re planning a digital transformation programme, evolving internal communications, designing more effective learning experiences, or exploring new formats for brand storytelling, it provides a structured perspective on where and how interactive content can shift outcomes, both creatively and commercially.