When Google launched Google+ Sign-In back in February it also introduced interactive posts. With custom calls to action, interactive posts are designed to drive actions in your app. Nearly a year after their launch, Google is now sharing best practices and real-life success stories of brands using the post format.
Interactive posts feature a prominent call-to-action button designed to drive actions. You can choose from more than 100 button labels, such as “buy,” “listen to,” “review,” and so on. Once clicked, these buttons bring recipients right to a specific place in your app where they can perform the desired action.
Google has found that since their launch, interactive posts have garnered a clickthrough rate that’s three times higher than a standard share. Marketers currently utilizing interactive posts can measure their impact by visiting Google+ Platform Insights. There, you’ll be able to see data on post views, clicks, app installs, and more.
Google recently highlighted the social commerce platform Fancy, which has integrated interactive posts into its app resulting in highly targeted, action-oriented shares. The company has achieved this by giving its app users meaningful context through prominent and compelling calls to action.
For example, when creating a group gift on Fancy, there’s a prompt to ask friend for contributions. Prominent placement of the button encourages viewers not to miss it. When sent to friends, they’ll see the “Contribute” button in the post, taking them back to Fancy to add funs. The company has also integrated Google Wallet reducing the paying process to just one click.
“Fancy designed their site to help users involve friends in meaningful ways,” Google stated on its Developer’s Blog. “The action they want users to take is included as descriptive text on the share button, and it’s relevant to what users are doing on the site. This produces a clear and compelling case for involving friends.”
This of just the first of Google’s two-part series that highlights best practices when using interactive posts. Currently interactive posts can be added on Android, iOS, and the web. Developers interested in the integrating post format must first create a Google APIs Console project — more information can be found within Google’s documentation.
[Image credit: Tanja Scherm]
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.