Interactive storytelling tools and techniques in digital magazines

Interactive storytelling is changing the way we share ideas. Unlike traditional printed magazines, digital magazines can do much more, such as showing animations, linking to other websites, or allowing readers to explore image galleries.

In this article, you’ll learn what interactive storytelling is and how you can use it in your business. We’ll also show you how Publuu can help you create content that grabs attention and keeps your audience coming back.

What is interactive storytelling?

Interactive storytelling is a way of engaging readers by letting them take part in the story. Instead of simply reading, they can click, explore, and make choices as they go, turning a simple article into an experience.

Instead of following a straight line, the story changes based on what the reader chooses. Think of video games — they’re a great example, often featuring multiple endings or solutions. But this idea works in any digital publication as well, letting the reader see things through the eyes of the hero. It helps your content feel more alive and memorable.

 

Why is interactive storytelling important?

These days, it’s becoming increasingly difficult to capture and hold an audience’s attention — people are distracted by constant social media noise. You only have a few seconds to grab their interest.

Interactive stories help by making the experience personal. They let your potential customers feel like they’re part of the action. This is especially useful in business because stories help sell. Add a few interactive features, and suddenly your product or idea feels more real to the reader.

That’s why digital magazines are taking advantage of this approach — to stand out in a competitive market and build stronger relationships with their audiences. A 2023 Reuters Institute study found that interactive articles hold a reader’s attention 40% longer than traditional content.

 

Benefits of interactive storytelling

✓ Greater engagement

Interactive elements — such as videos, clickable infographics, or animations — make readers more engaged. They actively participate and follow the story in their minds. As a result, they are more likely to explore, share the content on social media, and remember it in the future.

 

✓ Personalized experiences

Branching narratives (such as Choose Your Own Adventure-style stories) allow users to pick their own reading path. This makes them feel in control and keeps them interested for longer.

✓ Data and analytics

Interactive content makes it possible to collect information about user behavior. Platforms like Publuu offer robust analytics, showing which pages are viewed most often and how users interact with clickable elements like buttons, links, or embedded media. This helps you improve future content based on real data.

✓ Brand differentiation

Interactive storytelling makes your publication unique. By adding elements, such as photo galleries, videos, or sound, you can clearly stand out from the competition and strengthen your brand identity.

Best interactive storytelling tools

1. Publuu

Publuu is the best tool for creating interactive flipbooks — digital publications that resemble traditional magazines and are accessible on all devices, without any coding skills required. You can turn any story into an interactive magazines with videos, photo galleries, and links to external content. Check the example below to see how it works in practice:

MAKE YOUR OWN

Advantages:

  • Works seamlessly on smartphones and computers thanks to HTML5 technology.
  • Allows you to add videos, audios, photo galleries, and links using clickable hotspots.
  • Built-in analytics tools track views and clicks.
  • Lets you create catalogs with active products, special offers, and wish lists.
  • Search function makes it easy to navigate large documents.

2. Ceros

Ceros is a platform for creative teams to design interactive content without programming — ideal for reports, presentations and content marketing.

Advantages Disadvantages
  • Create compelling, animated content without knowledge of code.
  • Real-time team collaboration.
  • Good support for marketing and sales projects.
  • Interface can be complex for beginners.
  • Price can be high for small businesses or individuals.

3. Shorthand

Shorthand is a tool for companies and editors who want to publish modern articles, reports or digital magazines with a high level of visual engagement.

Advantages Disadvantages
  • Easy to use without programming.
  • Professional looking content.
  • Mainly focused on text-visual publications – limited support for other forms.
  • Slightly less flexible in terms of interactive features than other tools.

3. Adobe Express

Adobe Express is a simple platform for creating graphics, short videos and web pages. It is user-friendly for people with no design experience.

Advantages Disadvantages
  • Intuitive interface and ready-made templates.
  • Suitable for bloggers, small businesses and education.
  • Integrated with other Adobe tools.
  • Less interaction possibilities than in specialized storytelling tools.
  • Not a full-fledged tool for creating long narratives or reports.

4. Twine

Twine is a free open source tool for creating branching stories, such as visual novels or simple games.

Advantages Disadvantages
  • Great for creating interactive stories with multiple endings.
  • Doesn’t require programming skills (although HTML basics can help).
  • Completely free to use.
  • Mainly text-based interface – less visually appealing.
  • Not suitable for commercial or marketing publications without additional graphic design.

5. ThingLink

ThingLink allows you to create interactive 360° images, videos and content by adding active points (tags) with information, links and multimedia.

Advantages Disadvantages
  • Intuitive creation of interactive experiences using images, videos and 3D models.
  • Especially popular in education and training.
  • Supports quizzes and descriptions in various formats.
  • Limited narrative freedom – relies mainly on pre-made visuals.
  • The free version has limited capabilities.

Interactive storytelling techniques

Branched narratives

This method gives readers choices that lead to different story paths. Think of Choose Your Own Adventure books — where you decide whether the main character goes to China or India, and your choice changes how the tale continues. Video games like Fallout use the same idea — your decisions shape the game’s world and ending.

In an interactive magazine, you can use links to achieve a similar effect. For example, when a character reaches a crossroads, the reader can click a link to choose the next step — maybe even jumping to another Publuu flipbook. The key is to give readers the sense that they are shaping the story.

👉 Check out how to create interactive magazine in our Knowlegde Base

User-driven actions

This technique uses interactive elements like clickable images, puzzles, or short animations. For example, a kids’s magazine might include a puzzle that, once solved, reveals the next part of the story. These actions keep readers involved and curious about what comes next.

girl reading a digital kids magazine on a laptop

Feedback and rewards

People love to feel a sense of progress. In games, players unlock powers or items. In digital magazines or eBooks, you can offer users small rewards – such as extra tips, hidden facts, or discounts — when they interact with your content. This makes learning or reading more fun and meaningful.

Gamification

Gamification means using game-like features — points, badges, or leaderboards — to keep the audience engaged. For example, you could give a reader a certificate after they complete a quiz at the end of a chapter. These small rewards motivate users to keep going.

Storytelling in the environment

This approach lets readers explore their surroundings as part of the story. For instance, with Publuu, you can hide QR codes around your city. Scanning one might take someone to a digital story about a nearby landmark. It’s a creative way to connect real places with digital content.

Take a look here 👉 How to create a QR code

Interactive storytelling examples

Interactive digital magazines or eBooks

These publications go beyond plain text. Using platforms like Publuu, you can add sounds, videos, and clickable hotspots. For example, if a story character sees a bear, the reader can click on the image to hear the bear growl!



Interactive fiction

These are text-based games where players make choices that change the story. They’re similar to digital choose-your-path stories and are still popular today.

Video games

Many games mix storytelling with player choices. A game like offers many different endings based on the decisions you make.

Interactive web documents

These are websites or videos with clickable elements e.g. images, quizzes, or animations. They make reading online more engaging and hands-on.

Immersive experiences

These are real-world setups— such as escape rooms or exhibitions — where people become part of the narrative. Instead of just watching, they explore, touch, and experience the story as it unfolds around them.

woman on an interactive exhibition

Interactive storytelling FAQ

What is another name for visual storytelling?

Visual storytelling is also called immersive or multimedia storytelling.

What to consider when choosing interactive storytelling tools?

  • Audience — Readers familiar with technology may prefer AR/VR experiences.
  • Budget — Open-source tools such as Twine are suitable for small teams.
  • Integration — Ensure compatibility with your website or publishing platform.

What are the types of storytelling?

  • Linear — Traditional, straight-line narratives (e.g., articles).
  • Non-linear — Stories with multiple paths or outcomes.
  • Transmedia — Stories told across multiple platforms (e.g., video, social media, print).

How to make storytelling interactive?

  • Add clickable links and hotspots.
  • Include quizzes or decision points.
  • Use videos, sound, and animation.

 

Conclusion on interactive storytelling

Interactive storytelling is a great way to transform static content into engaging journeys. By using digital tools like Publuu, you can create publications that not only inform but also let your readers imagine themselves are the heroes of the story. Check out the tools, experiment with storytelling techniques — and show us what you create!

You may be also interested in:
Designing Impactful Magazine Spreads: Tips and Trends
30 Magazine Layout Design Tips and Ideas to Inspire Your Next Issue

Create a magazine now