Why You Should Leverage Interactive Videos [Data from 500+ Marketers]


A 2021 Wyzowl report found that the use of branded video content has increased by approximately 25% over the past six years.

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Lately, lately the conversation has focused on the short format video, but the interactive video is the one we should talk about the most.

Learn what an interactive video is, how to create one, and examples of some of the top brands.

You can use interactive videos for a variety of purposes, such as increasing engagement, encouraging two-way communication, and increasing conversions.

In the first quarter of 2022, we surveyed more than 500 global video marketers to ask them about their video strategy. About a quarter of marketers surveyed (28%) said they currently take advantage of interactive content in their videos.

Of those who use it, 8% plan to invest more in it than any other type of video.

There are several types of interactive videos:

  • Branched stories – This allows viewers to choose their own path when watching a video and decide what to watch.
  • Hot spots – These are areas where you can click inside a video that allow viewers to discover something new in the video.
  • Surveys and tests – You can engage your audience with questions related to the content of your video.
  • 360 degree view – This allows viewers to immerse themselves in the video and gain an augmented reality experience.

Interactive video is still relatively new to many marketers, with 27% taking advantage of it for the first time this year. Are you thinking of taking advantage of it? Let’s review the benefits of this strategy.

Benefits of interactive videos

The most important reason to take advantage of interactive videos is the high return on investment.

Our video marketing report revealed that interactive video offers the fifth highest return on investment, behind product-related videos, fun and trendy, and behind the scenes.

In addition, 47% of marketers surveyed say that interactive content is one of the most effective contact generators.

When it comes to engagement, interactive video is also one of the best results. In fact, 47% of marketers surveyed say that interactive content is one of the top three types of videos that get the most engagement.

This type of video can also leave a deep impression on your viewers. With so many brands fighting for our attention, one way to keep them engaged longer is through interaction.

Doing so can help increase your brand awareness and recognition, helping you differentiate yourself from the competition. In fact, 7% of marketers say that interactive video is more likely to go viral.

Finally, you can learn more about your audience through interactive content. Suppose you include a quiz in your video, you not only get information from the video itself (views, viewing time, etc.), but you also learn more through the results of the quiz.

Therefore, you end up getting more data through a single piece of data.

How to make an interactive video

1. Brainstorm your concept.

Before you can create your interactive video, you need to create a concept. What will the video be about? What is the journey you want to take to the audience?

Your answers to these questions should be based on your marketing goals. Otherwise, it will be difficult to create a concept of success.

Once you’ve solved it, how will you attract the audience? Given the different types of interactive content you may have, you’ll need to determine which works best.

2. Choose your video platform.

The platform you choose will depend on the type of content you are creating and what you want to achieve.

Popular interactive video platforms include:

Once you’ve selected the right platform, it’s a matter of putting the pieces together, creating a draft, revising it, and re-editing it until you have a great final version.

3. Analyze results.

Once your video is published, the hard work is not over. Now is the time to evaluate your performance.

During the concept phase, the ideal is to set some KPIs. If this is your first time creating an interactive video, use your other videos as a reference.

That way, you’ll know what numbers to expect and you’ll have a baseline for evaluating your results.

Examples of interactive videos

1. Mile 22

To promote this new action movie “Mile 22”, the marketing team behind the film created an immersive and interactive video that allowed you to choose your path and get snippets of the movie. Movie according to your selection.

interactive video example

What makes this video interesting is that it is not just about the trailer to generate excitement. It takes the viewer on a journey through the characters and gives them a look at how things are going.

2. Sweet Digs

Normally, if you want to watch the latest episode of Sweet Digs, go to YouTube. Recently, however, Refinery29 decided to change things up with an interactive video.

In this interactive video, viewers take a tour of someone’s home, as usual, but this time, they can make guesses as they look at costs, designs, and more.

It’s a great way to bring some freshness to an established series and keep viewers engaged.

3. Boursin

Have you ever wondered what a fridge full of Boursin products looks like? With this interactive video, you can.

This brand reimagines what a food commercial is like by offering viewers a 360 ° virtual experience through a refrigerator.

As the golden carpet guides them through the refrigerator, the viewer sees several Boursin products and can move the mouse to see other items in the refrigerator.

Like all new technologies, interactive video could have started out as a kind of marginal technology that seemed a little intimidating and inaccessible. Now, that is changing.

There are many interesting things happening in the world of video marketing, but interactive video can be the most exciting of all.

Editor’s Note: This post was originally published in May 2017 and has been updated to be comprehensive.

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