Why Interactive Video Is Relevant For Your Brand
We’ve all come to accept that video is a powerful content marketing tool. Recent stats show that 43% of consumers want to see more video content from brands and 51.9% of marketing professionals see video content as delivering the strongest ROI.
With a staggering 8 billion people watching videos on Facebook every single day, the need to captivate an audience and to stand out from the crowd is ever increasing.
Content needs to be engaging, snappy and grip an audience from start to finish.
But did you know that video doesn’t need to be a basic sender–receiver relationship? Receiving and viewing the content need only be part of the consumption process.
So What Is Interactive Video?
Interactive video is a relatively new marketing technique that is able to capture viewers’ attention, and keep it. It helps consumers feel more engaged with their favourite brands and more interested in the ones they are being introduced to.
So, what exactly is it?
The simplest explanation is that interactive video supports user interaction through voice, a range of visual scenarios and clicks.
Users can take action during the video by experimenting with game-like experiences, filling out forms, choosing the content they see or following interactive tutorials.
Choosing Your Own Storyline
What’s more, the user can choose their very own storyline, making decisions in-video that drive the content they consume – be it information on a product of their choice, the ending to a cliff-hanger or their chosen answers during a test.
Adding the element of choice allows for a richer user experience and thereby a more personalised journey.
What’s more, VideoSmart research shows that the more clickable opportunities you present, the longer the viewer is engaged for.
Combining Interactive Video With Personalisation
The applications for interactive video are endless and no doubt exciting, including transacting in video and training courses. But taking that technology to the next level is part of VideoSmart’s overarching mission… and so we did just that.
Introducing interactive and personalised videos. Yes, that’s right – simultaneously. This means that not only does the viewer choose the content they see, but that content is completely personalised to them.
Let’s take a simple example.
A Personalised Pension Example
Peter receives a video about his employee benefits to his mobile. 20 seconds in, he is asked whether he wants to find out about his pension pot or his rewards. With a simple click, he chooses his rewards.
But the resulting scene does not simply talk about generic rewards for employees or how these can be redeemed – it tells Peter precisely what his personal rewards mean to him, the total value of these, suggests other benefits relevant to his preferences and allows him to redeem them in-video.
The result? A deeper understanding, heightened engagement and an increased chance of Peter taking action.
The Future Of Interactive Video Marketing
Interactive video transforms marketing into a participatory experience, allowing consumers and employees alike to become a part of the brands they love (or feel valued by their employer).
The future of video is not merely storytelling, it’s story-making.
Introduce an interactive and personalised video tool into your business strategy to stand out in this wonderful, yet crowded, digital world.
