The way we communicate has changed. If the content isn’t clickable, to-the-point, sharp, and funny users will move on. Videos are no exception. Smart marketers know this and have adjusted their video content to shorter attention spans. By adding interactivity to videos, they come to life, become more memorable and keep people focused for longer.
What is an Interactive Video?
Like all interactive content, interactive videos engage people either with questions that determine how the video ends, or clickable tags and hotspots. While in traditional videos the user watches passively, the interactive video engages him in the story and enables him to become a part of creating the story.
When the viewer engages in the video through tags and hotspots, he will answer questions or choose what happens next. This makes the whole video experience more interesting and the viewer becomes more involved and thus more likely to watch the whole video.
Which Type of Interactive Video is best for you?
There is Interactive Video, Shoppable Video, Branching Video, Interactive Video Quiz, and Video Quiz Contest. This may seem a little daunting to start with, but if you follow the guide below you’ll become an expert in interactive videos and learn to recognise what video type is best suited to your needs.
Plus, there’s no need to produce any new video content. It’s possible to use any existing product video you have on YouTube or Vimeo and add a layer of interactivity on dot.vu. Yebb, creating interactive content is really easy!
The shoppable video is also known as a ‘touchable video’ or a ‘clickable video’ and is a video which allows viewers to click on products to learn more and buy from a company’s webshop.
By integrating with e-commerce solutions, companies can even allow potential customers to add products to their shopping cart directly from within the video experience.
By adding hotspots for each product in your video you allow viewers to watch, click and buy products that catch their eye right away. This means you can showcase your products with relevant information such as price, size or type via one click. Pretty great, right?
You can turn any video into a sales generator and start driving sales directly from your videos!
Take a look at a shoppable video example from Lyngby here.
Unlike the traditional linear vide experience with the beginning, middle and end, a branching video is non-linear and can have many different storylines depending on the choices made by the viewer.
In other words, Branching Video is a digital experience where the viewer influences what happens in the video.
Branching Video is a great way to engage your audience. The user is prompted to answer questions or choose what happens next and therefore becomes more immersed in the video experience.
Branching video also opens up new potentials. It can be used for virtual consultation, virtual treasure hunt, or to present your company to new staff members.
Branching videos are known to provide higher engagement and longer viewing time on average than a linear video.
You can track every choice made to understand your audience better. By registering the audience insight, you can personalise your future marketing and send more to-the-point emails.
People are more likely to opt-in to an interactive experience than to a linear video so you can include an opt-in form to grow your email list. All of this will help deliver a higher ROI, increase your conversion and engagement rate.
See an example of a Branching Video from Callebaut here.
Interactive Video Quiz
An Interactive Video Quiz is a video which asks the viewer questions while they watch, and gives them instant feedback.
You can open up a dialogue with your viewers in the interactive video quiz by asking them questions while they watch your video and provide them instant feedback.
People lose interest quickly, and most don’t get past the first few seconds of promotional videos. That’s where the interactive video quiz comes in. Instead of talking to the viewer, you start a conversation with the users through questions and responses as a real person would.
By prompting people to answer questions, you are encouraging your audience to pay close attention to your video content. This greatly improves message retention and memory.
You can track every answer given to understand your audience better and start personalising your future communication by sending more targeted emails.
Video Quiz Contest
A Video Quiz Contest is a video which asks the user a few questions and rewards them with a chance to win a prize if their answers are correct.
People will need to carefully watch your video to answer a question about it. This improves the retention of the message in the video and keeps audiences inside the video experience longer.
The contest element means people pay closer attention to the message delivered in the video, making this a great opportunity to educate your viewers further about your company.
With the contest, it becomes even easier to turn your viewers into contacts for your email distribution lists with an opt-in form.
You can, of course, track every answer given to understand your audience better and start injecting a more personalised approach to your marketing in the future.
Check out an example of a Video Quiz Contest here.
Turn passive viewers to engaged participants
As you now know, an interactive video has more engagement and longer viewing time on average than a standard video, and with it, you can track and understand your audience better.
With deeper insight into your viewer’s mind, you learn about their preferences, which are registered in a database and can be used in future marketing. You can use the data to find out which products viewers clicked on and the ones for which they showed purchase intent. This knowledge can help you sell more.
There are numerous benefits of using interactive videos: you can design your content to serve a specific segment and offer call-to-action based on the person’s preferences and magnify your conversion rate and engagement.
Now, what are you waiting for? Get going and make your own…you’re an expert now!