This post about how to engage your online audience with digital flipbooks is an 8-minute read.
Engaging your online audience is vital for keeping their attention in an overcrowded marketplace. According to Forbes, marketers have to do a better job of making content engaging by humanizing their brands and their messages.
But how do you make sure that you are making that engaging content?
First of all, one-way communication with static documents is tediously outdated. So make sure that whatever online presentations you have, will entice readers.
These tips will help you make a great presentation of content, to engage your readers, ultimately increasing brand awareness and conversions.
If you can't wait to try out digital flipbooks for yourself, here's the deal:
GIVE YOUR AUDIENCE WHAT THEY WANT
Online consumers want an enticing experience that gives them something of value. They are more likely to engage with your content when it's presented in an intriguing and enjoyable way. They don't want a dull experience or information overload.
Interactive content has a lot of advantages compared to static:
- It's more aesthetic and visually compelling
- It makes it noticeably easier for your audience to interpret it
- Finally, it accumulates more interactions.
Here are 18 examples of how you can spice up your online sales- and marketing material with the features of digital flipbooks.
1: BE MORE VISUAL
We all know the saying that a picture says more than a thousand words. The power of visual communication is especially relevant online.
Most importantly because 93% of communication is nonverbal. Moreover, visuals are processed 60.000x times faster than text. We only remember 10% of what we hear, 20% of what we read, but 80% of what we see. Image source: Hubspot.
The British furniture company Fishpools embraces visuals in its digital catalogs:
ranging from vibrant, colorful kapow spreads to more downplayed, but still, powerfull urban vintage spreads:
Improve your content with high-quality visual to increase engagement. Strive to make your digital catalogs eye-catching with visuals such as video, infographics, and images.
2: USE MEANINGFUL MOVEMENTS
Part of the human brain is highly sensitive to movement. Probably because it's related to survival. When our ancestors saw something move, they needed to be ready to either fight of flee.
Today this reaction to movement can be used to draw your viewers’ eyes onscreen.
Use meaningful movements, such as sliding icons to steer your audience in the direction you want. Avoid using movements that are random, shaky and work against you. Use movements wisely so they make sense.
Another effective way of getting your readers' attention is to use zoom effect. Decoflame uses automatic zoom to draw your attention to an infographic:
3: OFFER SNEAK PEAKS
Create curiosity by offering sneak peaks, reveals or secrets. For instance, a teaser text leading to a more in-depth written page or icons that reveal more information about your product. Sneak peaks are often a good way of hooking your audience.
Here the Danish company "Væksthus Nordjylland", offering targeted guidance for growth-oriented entrepreneurs and companies.
They hook their audience by a teaser text and an arrow icon with "read more". When clicking, you will see a new page made as an overlay, with more in-depth information. By inviting your audience to engage, you also get some valuable insights about how they interact with your catalog.
You can hook your audience too!
Invite your audience to engage and get valuable insights about how your reades interact with your documents:
4: USE ANIMATIONS TO PROVOKE INTEREST
Change a static catalog into a more inspiring and engaging experience by the simple means of animations. Animations can serve as a great way to spike som interest in a page. When creating a digital flipbook, you can easily add some interactive animations without being a web developer. Most tools have inbuilt animations that are easy to add.
In the Elgiganten example below, animated buttons are used to entice the user to buy directly from the catalog.
Spike your audience's curiosity by using visual hints to encourage them to continue their online journey. In the Tupperware catalog below, animated video icons are used to encourage the reader to click through the experience.
Animations are a fantastic tool to pull your audience through an experience and point them in the right direction - which is to read on, see more, and stay engaged and interested.
5: PLAN INTERACTION
Use animations powerfully to keep your audience engaged. Beautiful presentations in static documents are no longer going to cut it. And it's no longer enough to rely on sporadic attempts of interaction.
With the attention span shorter than that of a goldfish (around 8 seconds!), you need to incorporate some interactions into your presentations. Make readers react before the magic 8 seconds are gone, (and their brain goes goldfishy.)
This can be done by implementing forms, questions, links, pop-ups, clickable icons, videos. Or an actionable CTA, like this one:
The music chain 4Sound is very good at using planned interaction:
They have green buy-buttons with a universal shopping basket, orange play buttons, and an orange balloon with the text "did you know?".
All interactions that keep you engaged in the catalog.
6: USE ACTIONABLE CTA'S
Make actionable call-to-actions to steer your audience in the direction you want. Either by using symbols that have a universal meaning, such as the play icon or the shopping basket or by using text CTA's with actionable language, such as download, play, buy, read, click here or get.
Tupperware India uses highly visible pink CTA's buttons, to entice you to click:
7: IMAGE GALLERIES
An image gallery is another way of using visuals for getting your readers attention. Below example shows how SKANSKA is using an image gallery combined with an animated "click here" icon + a "click and pull" text to get your attention.
When clicking you get this:
Hover over and a pulling line shows up. You can then pull to make rain or sunshine!
A fantastic way of using visuals in digital flipbooks. The idea can be used for all kind of business both B2C, B2B, and organizations.
Another way to use image gallery is the below from 4Sound, where a pop-up with performing artists using their instruments will show when you click on the orange star.
8: PRODUCT TOUR/VIDEO TUTORIALS
Video tutorials or product tours are some of the best ways to show the benefits of your product or service. Not only does it appeal to those who are not into long texts, it also increases conversions and sales. 57% of consumers say that videos gave them more confidence to purchase online.
See how Reelight, embeds video in their catalog to give a product tour that shows you everything you need to know.
Video is a super appealing form of content, which engages viewers. 2017 statics from explainer video company, Wyzowl, show that:
- 79% of consumers prefer watching a video to learn about a product, then read text on a page
- 84% of consumers have been convinced to make a purchase after watching a brand's video
91% of consumers have watched an explainer video to learn about a product or service.
If you haven't already embedded a video in your digital flipbook, then now is the time to start:
9: INCORPORATE A CAROUSEL / IMAGE SLIDESHOW
Static pages with large amounts of text can be hard to digest.
Make it easier to process by splitting it into smaller chunks. For instance, by using a carousel that rotates the sections.
Here's an example from the iPaper Showcase:
VERO MODA part of the Bestseller Group uses digital flipbooks as a cool internal communcation tool. See how the use a rotation image gallery to catch the eye.
10: USE SHOPPABLE CONTENT
According to Hubspot, interactive and shoppable content are now necessary assets for digital retailers. If you're a retailer, you can break down the barrier between browsing and shopping by using shoppable content. Integrate you content with your e-commerce platform for direct catalog shopping:
Norwegian Kid Interiør uses slide-in icons to make it easy to shop directly from their iPaper.
11: KEEP IT SIMPLE
Don't overdo it with a fully packed presentation, where there isn't enough white space. Your message might drown when your material is packed with long blocks of text. Remove visual clutter and prioritize what's important.
Once again, I'll refer to 4Sound. (They do a really good job of implementing many of the elements I recommend, for engaging your audience). In their Beginners Guide to Good Gear, they use simple but effective measures to keep the readers engaged.
A play button accompanied by a text saying "Learn how to tune your guitar".
Which newbie guitar player, does not want to learn that?
12: MAKE IT RESPONSIVE
Have you ever discarded something you were watching on your smartphone because it was too difficult to see or navigate in?
One seemingly small but very significant problem for many digital flipbooks is that they are not responsive. This is a huge problem, as consumers are preferring to use their smartphones to browse online. Infographic Journal shows that traffic via mobile devices is above 50% and rising.
13: USE STORYTELLING
One of the best ways to engage your audience is to let them feel connected with you. You can do this by the means of storytelling. A good presenter knows how to build anticipation and to leave the audience feeling inspired. Make a presentation that captures the hearts of the readers. There are a lot of different storytelling techniques out there - Google is your friend.
In below example, the Danish department of the world leading project development and construction group SKANSKA uses storytelling to connect with their readers. Making it personal with a statement from UK Manager, Sam Stanley, who explains how SKANSKA is the robots. SKANSKA are very good at combining text and visuals, such as movements and animations.
14: VISUALLY REINFORCE KEY POINTS
Another way to engage your users is to visually reinforce key points. Use this in a text heavy presentation where you want to draw the attention to key points.
In their Annual Report, MIDTTRAFIK, the Danish company in charge of public busses in a large part of Denmark, splits up their blocks of text with colorful animations.
Do you always display your content the same way? Do a review and see if you can display it differently. Maybe you can intrigue your audience with a video presentation, impactful graphics, an interesting infographic, or new icons and animations that will tempt your audience to click through.
I hope that above examples give you some inspiration for how you can engage your users with digital flipbooks. Otherwise, the internet is full of examples of interesting content.
Online consumer engagement is essential to your online success. Above tips can help you take static content to a new level. Transform your digital flipbooks into engaging presentations that convert.
Use the available features to create an interactive environment that entices high audience engagement. In return, you will grow your online presence. You've got the tools available. so now it's your turn to give your audience the informative content they are craving.
To sum up the key point:
- Be more visual
- Use meaningful movements
- Offer sneak peaks
- Use animations
- Plan interaction
- Use actionable CTA's
- Use image galleries
- Product tour /video tutorials
- Carousel/image slideshow
- Shoppable content
- Keep it simple
- Make it responsive
- Use storytelling
- Visually reinforce key points
- Display your content in new ways
I know that it can seem overwhelming to implement every one of them. So start with some of them. Make an engaging user experience and test what works! And use the statistics behind to measure interaction.