In this webinar we covered how embedded interactive elements can keep your audience actively engaged with long-form articles.

2. How to Use Interactive Elements in Your Articles to Maximize
Engagement

3. Meet your presenter
Shachar Orren, VP Content at
Playbuzz. As head of the editorial team
and trusted coach to top-tier publisher
partners, Shachar will share her
expertise in using #PlayfulFormats for
driving engagement

4. Don’t take notes!
We will send you the
resources at the end of the
webinar!

5. Have a question?
Please ask questions in the
question box
or Tweet at
@PlaybuzzPublish

6. What’s on the agenda?
1. How do we define engagement?
2. The cake engagement method
3. Main Dish vs. Side Dish
4. Matching the right format to your engagement objectives
5. Examples

7. Why #PlayfulContent?
Snackable
Interactive
Mobile-
first
Cross-
platform
Optimized
for social
Visual

8. Content consumption has changed
It’s
mobile
It’s
social
It’s constantly
disrupted

9. The Homepage is dying
Source: Atlantic, 2014

10. Users don’t read through entire articles
(at least 78% of them)
Source: Slate, 2013

11. Social drives content discovery, not publisher brand
loyalty
Social Media
Users visit
60%
Web publishers get
of traffic through referrals
from Facebook on
average
of internet users now
discover brands via social
media
40%12
per month. The rest they
stumble upon via social
media
URLs
Sources: Wall Street Journal, Forrester, Pew Research

12. Digital consumers:
Always on & always on-the-go
43
Check their
smartphones
times a day
Mobile

13. Most stories on the Internet are told “the print way”
VS.
SnackableTL; DR
1. Elvis had a twin.
On January 8, 1935, Elvis Aron (later spelled Aaron) Presley was
born at his parents’ two-room house in East Tupelo, Mississippi,
about 35 minutes after his identicaltwin brother, Jesse Garon,
who was stillborn. The next day, Jesse was buried in an
unmarked grave in nearby Priceville Cemetery.
Elvis, who spoke of his twin throughout his life, grew up an only
child in a poor family. His father, Vernon, worked a series of odd
jobs, and in 1938 was sentenced to three years in prison for
forging a $4 check (he spent less than a year behind bars). In
1948, the Presleys moved from Tupelo to Memphis in search of
better opportunities. There, Elvis attended Humes High School,
where he failed a music class and was considered quiet and an
outsider. He graduated in 1953, becoming the first member of his
immediate familyto earn a high school diploma.After
graduation, he worked at a machinist shop and drove a truck
before launching his music career with the July 1954 recording of
“That’s All Right.”
2. Elvis boughtGraceland when he was 22.
In 1957, Elvis shelled out $102,500 for Graceland, the Memphis
mansion that served as his home base for two decades. Situated
on nearly 14 acres, it was built in 1939 by Dr. Thomas Moore and
his wife Ruth on land that once was part of a 500-acre farm
dubbed Gracelandin honor of the original owner’s daughter,
Grace, who was Ruth Moore’s great-aunt.The Moores’ white-
columned home also came to be known as Graceland, and when
Elvis purchased the place he kept the name.
The entertainer made a number of updates to the property over
the years, including the addition of music-themediron entrance
gates, a “jungle room” with an indoor waterfall and a racquetball
building. After finding out President Lyndon Johnson enjoyed
watching all three network news programs simultaneously, Elvis
was inspired to have a wall of built-inTVs installed in his home. In
1982, five years after Elvis was found dead in a bathroom at
Graceland, his ex-wife Priscilla Presley opened the estate to the

14. The three pillars of engagement
Emotional
Experience
Define the CTAPersonalization
Make the user
part of the
experience
Like, Comment,
Share, Spend time
Surprise,
anticipation,
affirmation

15. Emotional experience: set the mood
Emotions of surprise
and anticipation are
frequently evoked by
viral content.
Source: hbr.org/2013

16. Personalization: make the user part of the content

17. Personalization: make the user part of the content

18. Call to action: What do you expect your user to do?

19. #PlayfulContent formats
Gallery QuizTriviaPersonality QuizListFlip CardsRanked List
Countdown List
Poll
Open List
Photo Caption
Video

20. Not replacing long form but enhancing It
VS.
Side
Dish
Main
Dish

21. The Dress

22. The Cake

23. Don’t make a cake and then add the sugar
on top -
Bake the sugar with the cake
What do we mean? Plan the engagement
while planning your article
The Cake continued

24. Classic formats for in article engagement

25. Classic formats for in article engagement
Flip Cards
• Add drama and surprise
• Challenge without a final result
• Users flip 83% of every card they’d been
exposed to
• More time spent, interactive experience

29. Classic formats for in article engagement
Ranked List
• Let users rank something they
care about
• Democratize the listicle

32. Classic formats for in article engagement
Poll
• Provide users with an outlet to voice their
opinion
• Look for controversial content
• More time spent, emotionally involved

37. Classic formats for in article engagement
Trivia
• Creates more impact than just a challenge
• Great for education, humor or proving a point

42. How much time do you have?
10-20
minutes
1-3
hours
Less Time
Commitment
(Lower impact)
• Flip Card Listicle
• Listicle
• Gallery quiz
• Trivia quiz
• Personality quiz
• Poll
• 1 Flip Card
• Ranked List
More Time
Commitment
(Higher impact)

43. Mix n’ Match
Match
Engagement to
Format
• Shares: Trivia, Personality
• Comments: Poll, Rank, Personality with CTA
• Time on page: Poll, Flip Cards, Gallery, Ranked
• Votes: Poll, Ranked

44. Let’s summarize
1. Engagement from the first moment of item creation
2. Identify the type of engagement you desire
3. Determine the user experience
4. Experiment with different formats for different results

45. Additional Tools

46. Additional Tools

47. Additional tools
Website: https://publishers.playbuzz.com/
Blog: https://blog.playbuzz.com/
Forum: https://forum.playbuzz.com/
Email: publisherscommunity@playbuzz.com

49. Ask Us a Question?