How to boost your marketing strategy with interactive lookbooks

An interactive portfolio is a way to present your products and services effectively and attractively to your clients. 

This allows greater differentiation from the competition, besides increasing the chances of retention and the number of conversions.

In addition to clients becoming more and more demanding, the competition also gets fiercer with each passing day. Thus, brands from different segments need to review their marketing strategies and reinvent themselves to attract and keep customers’ attention.

Creating interactive content comes as a way to do this, and even giants like Netflix see the potential of the format.

However, we know that not everyone can create an interactive series. 

If that’s your case, don’t despair! 

The interactive portfolio is a format that offers good value for money, retains customer attention, and increases conversions.

Want to know more about it and learn how to implement it in your Content Marketing strategy? Then stay with us and check out:

What is an interactive lookbook?

In English, we commonly use the word “lookbook” to refer to interactive portfolios. 

The term refers to traditional printed books, commonly used by fashion brands before digital transformation.

In it, fashion companies exposed their latest collections and the main trends of the season.

Currently, the term has been revised and refers to the possibility of presenting products online in an interactive way. The formats vary and can be customized to look more like a landing page, an online magazine — where you can even virtually “turn over” the pages — or a sequence of slides. 

What are the advantages of using interactive lookbooks?

Now that you know what an interactive portfolio is, let’s dive into the three main advantages it can offer your business when used in alignment with your Content Marketing strategy.

Telling a story

Storytelling is on the rise in the advertising segment, and it is not only through videos it is possible to put storytelling into practice. Brands can also tell good stories using different types of interactive content.

You can express feelings and emotions and even create an aspirational narrative, making your product even more irresistible.

Offering interactivity

Just as videos perform better than photos and still images, having an interactive portfolio can also bring more results to your business. This is because videos can retain attention for longer, as they require some action from the user.

Promoting connection and proximity to the product

Presenting your product through an interactive lookbook offers a more realistic view of how that item can be used. 

For example, it is possible for those who work in the fashion sector to show the public different uses of the same piece, always quickly and interactively. 

What are the main interactive portfolio references you can use?

It’s not only fashion brands that can take advantage of interactive portfolios. 

Keep up with us and check out these good examples in different niches to get inspired!

ITA Group

The travel industry has a lot to gain with interactive lookbooks. Imagine presenting incredible destinations or charming hotels in high-quality images to catch the audience’s attention. 

That’s what the ITA Group did.

The company, which works with incentive trips, made a lookbook to present to its buyer persona the many advantages of betting on this business benefit.

DirectBuy

DirectBuy is an American shopping club where members have discounts on products and can buy them directly from suppliers and manufacturers.

The chain offers different homeware and decoration products.

In order to retain customers’ attention and allow them to immerse themselves in the vastness of their products, DirectBuy created an interactive lookbook that divides the items for sale between the rooms of a house and offers direct purchase links. 

How to create an interactive lookbook?

There are some ways to create an interactive lookbook and publish it online. 

The most traditional one is to create layouts from scratch in Photoshop or another editing program. But this technique requires time, dedication, and creativity, besides programming notions for uploading everything onto the website.

However, it is also possible to count on software options that allow the creation and editing of distinct types of interactive content, including lookbooks, from pre-defined templates.

Regardless of your choice, it is worth emphasizing the importance of having professional and high-quality photos. Pay attention to issues such as scenery and lighting, and cast the models carefully.

Another way of doing this is with Ion Interactive, a Rock Content tool. As you can see below, it is possible to have several templates for creating a lookbook.

In Ion, you can create other types of interactive content, such as quizzes, animated infographics, calculators, and others.

But that’s not all: Ion’s main differential lies in the fact that it includes resources to measure results, in addition to the possibility of carrying out tests to optimize the interaction and conversion of the content you created.

Creating an interactive portfolio is a strategy that offers a good cost-benefit ratio, bringing several advantages, such as obtaining greater proximity to the public, improving retention on the website, and positively influencing conversion and customer loyalty.

What else do you need to bet on this trend?

Want to go even deeper into the subject of interactive content? Then download our Interactive Content Guide for free!