Data storytelling research examines interactivity and emotional engagement

A study investigating the impact of interactivity in digital news storytelling found that interactive elements significantly increase emotional engagement. Using ‘The Uber Game’ by the Financial Times as a case study, researchers compared an interactive game condition against a non-interactive video condition among 60 participants.

The findings indicate that while interactivity boosts emotional connection, its effect on perceived trustworthiness is more moderate and context-dependent, with some users expressing skepticism toward certain interactive elements. This suggests that the design of interactive news experiences must carefully balance engagement with credibility.