This allows differentiation for

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companies that work closely with the corporate universe and prioritize unattractive content with the sole purpose of self-promotion or sales. What are the Benefits of Social Media Interaction? Disputing user attention on social media has become a complicated task. The platforms accumulate over billion users worldwide, who connect with the most diverse profiles. Brands, friends, family, and several other pages end up competing and endeavoring to guarantee one more minute of the user’s attention, which, in turn, engages with those contents that arouse a sense of identification and interest, due to personalization.

Therefore, amid the decline in the engagement of social networks such as Facebook and Instagram — with their mysterious algorithms —, it became necessary to invest more and more in a format capable of holding attention, which would result in positive metrics for ICTP Conference 2017 the success of a page. In addition to creativity and the good use of strategies on social media, interactive content has become a highly consumable format precisely because it speaks with the user in a personalized way. Its main benefits are: Gathering of personalized data about the audience.



Higher engagement rate. Increase in the reach of posts. Increase in the dwell time of each post. A real possibility of the content becoming a viral post, that is, when users tag a large volume of profiles of friends, family, or acquaintances. In general, all the benefits of using the strategy come from the increasing need to deliver value through content, whether they are advertisements or not.