People are not making videos like they used to. There’s no more sitting in front of the camera and talking to your audience. Rather, creators are coming up with new ways to make their videos stand out and benefit from it. In short, “Brands are catching on to the benefits of interactive content, with a reported 36% of all video content containing some interactive elements. On the consumer side, interactive video has 44% longer watch times than traditional video.” Thus, below we will explore what makes interactive videos a better choice than generic videos.
What are Interactive Videos?
Interactive video is a type of video that brands can incorporate into their marketing strategy by engaging their audience with clickable, customizable experiences. Although this medium is relatively new, “they’ve shown a lot of promise when it comes to engaging audiences and tracking content performance–making this a valuable addition to any marketing strategy.” For example, studies show that interactive videos is an effective tool; therefore, we’ll explore the ultimate benefits of using interactive videos and adding it to your video content so that your audience will have an enhanced experience through which interacting is its main component.
Benefits of Interactive Video
It’s More Engaging
This is a no brainer. It’s more engaging. Who doesn’t like a video that you can mess with it? And let’s be honest, nowadays everyone’s attention span is shrinking by the second. First though “distractibility is all too common with traditional video, with a reported 87% of viewers saying that they use more than one device at a time. It’s easy to imagine viewers watching YouTube on their laptop while scrolling through their phone at the same time.” As a way to combat this issue, studies have shown that “interactive components to video interactive components to video content resulted in a nearly 600% increase in user activity.”
Brands Can Track An Audiences’ Engagement
It’s also imporant to point out that “until recently, video metrics were limited to views and watch times, presenting a problem for people who found it difficult to prove the ROI of their content.” However, interactive videos have had a better outcome, by that I mean marketers have the opportunity to collect data, which would allow them to see what viewers found engaging or simply looked past. More specficically, “they can now collect information about which hotspots users click, the paths taken through branching, capture data through form fields, and more.”
Old Content Can Be Reused
Yes, you wouldn’t have to start from scratch; instead, you could use some of your old content and reuse it by adding in new material, including blog posts, videos, ads, just to name a few. The world is your oyster, so why not apply it to your videos. There’s no harm in trying something new.
Four Brands Using Interactive Videos
1. Clinique’s Foundation Finder
To view what they’ve done, please go here: https://www.clinique.com/foundation-finder
2. Nove Bike’s Aero X
To view what they’ve done, please go here: https://www.novebikes.com/collections/all/products/aero-x-bare-frame-disc
To view what they’ve done, please go here: https://www.ray-ban.com/usa/sunglasses/0RB3539-ERIKA%20METAL%20EVOLVE-Black/8056597445979?panel=false
4. Disney’s My Disney Experience
To view what they’ve done, please go here:https://www.cnn.com/interactive/2018/04/entertainment/marvel-infinitywar-timeline/index.html
From providing a physical timeline of the Avengers series to “walking” down the street with your Raybands on, please take these examples and start thinking what kind of interactive videos would attract your audience—then go and get them!
Feature image credit: Minh Pham