When it comes to effective video marketing, it can be tempting to get caught up in view counts. But let’s be real — views alone don’t move the needle. You want your audience to do more than just watch. You want them to take action. And what better way to inspire action than with Interactive Video?
Interactive elements literally invite viewers to engage and explore, right inside the video player. And while you can definitely start simple (think: clickable buttons), there’s so much more to consider, from branching paths to real-time user customization.
These features aren’t just flashy extras. Used strategically, they can drive serious business results, from boosting engagement to capturing more qualified leads.
Throw artificial intelligence into the mix and suddenly, you’re scaling content creation, launching engaging video campaigns faster and keeping costs down — all without sacrificing quality.
In this blog, we’ll cover popular use cases for advanced Interactive Video, show how AI technology streamlines production and explore what’s possible when you bring the two together.
Interactivity Is More Than You Think
When most people hear interactive content, their minds often jump straight to those familiar CTA buttons like “Buy Now” or “Learn More.” And there’s a good reason for that.
Buttons are simple to add to any video storyboard, they’re clearly focused on driving conversions and they work well. In fact, among our clients, clickable CTAs remain the most popular interactive feature.
At the same time, though, you’d be doing your company a disservice if that’s all you ever used. It’s a bit like personalization. There’s a lot more to it than just inserting a first name. (Hint: There are at least 10 ways to personalize video.)
Still, everyone has to start somewhere. What matters most is that you start and that you know what’s possible beyond the basics. And interactivity certainly goes beyond just buttons.
Here’s a sneak peek at some of the Interactive Video features brands can leverage.
Clickable CTAs
Yes, they’re basic, but there’s no doubt that clickable CTAs work. Buttons that invite viewers to take a specific action right from the video, whether that’s “Shop Now,” “Request a Demo” or “Subscribe,” are straightforward and versatile. They don’t always need to be at the end and, whether in the middle of the video or the final scene, people love ’em.
Because they live inside the video, clickable buttons catch the viewer’s attention at exactly the right moment. No need to send viewers hunting for a separate link or landing page — just immediate action. This leads to higher click-through rates and ultimately more conversions. For marketers focused on ROI, clickable CTAs are often the easiest win.
Hotspots
Hotspots are any area in your video that users can click. That includes text, images and even video-in-video. The benefit here is that it makes for a super seamless viewing experience. Here’s a quick example so you can see what we mean.
Notice how there aren’t extra buttons cluttering the screen. You can click directly on the shoe you’re interested in and be redirected. Want to create a shoppable video where viewers can browse and buy directly from the content? Hotspots make it easy.
They’re also key if you want to add interactive elements that move. For instance, imagine offering a 10% discount on a balloon that floats across the screen. Users have to click it before it disappears. That kind of gamified interaction isn’t just fun — it drives engagement and encourages fast action.
There’s more than one way to implement this kind of interactivity. Many Interactive Video platforms overlay clickable hotspots on top of the video, but that can disrupt the smooth, immersive feel viewers expect.
With Idomoo’s Next Generation Video Platform, hotspots are designed directly in tools like Adobe After Effects, so they’re fully integrated into the scene and not tacked on. The result? Interactivity that’s not just functional but seamless.
Branching
Branching paths take interactivity to the next level by letting viewers decide where they go next. Think of it like a choose-your-own-adventure story, where the viewer’s choices determine the flow.
This is especially useful for things like product recommendation quizzes, personalized onboarding or step-by-step troubleshooting. Instead of showing every option to every viewer, you guide them to the content that’s most relevant based on their input. This makes the experience faster, more useful and more personalized.
It’s also a great tool for internal training. In fact, according to Carnegie Mellon University, learning becomes more effective when it’s active.
Take this training video by Lancôme, where employees are presented with scenarios and choose how they’d respond. Based on their selection, the video jumps to the appropriate feedback, turning passive viewing into an active learning experience.
The payoff? Viewers stay engaged longer, retain more and walk away with the specific information they came for. They’re not just about watching but interacting, thinking and remembering. And when you want your audience to absorb your message, that makes all the difference.
Chapter Markers
Sometimes, people don’t want to watch a whole video from start to finish. Chapter markers function as a menu bar at the top of the video, letting viewers jump back and forth between different sections quickly.
Imagine a credit card explainer video where a viewer can skip to “How to Redeem Points,” then jump to “Cardholder Benefits.” Or a detailed FAQ video that lets users quickly find the answers they care about most. With chapter markers, viewers are in control. They can explore content at their own pace and get what they need, fast.
Spectrum uses this feature effectively in its self-installation tutorial. New customers can follow along step by step or skip ahead to specific parts of the setup process by clicking the labeled markers at the top of the video.
This kind of navigation reduces drop-offs and improves the overall user experience. When people can quickly find what matters to them, they’re more likely to appreciate your content and stay engaged.
Real-Time User Customization
Interactive Video can also go beyond clicks to include real-time customization. This functionality lets viewers personalize their experience right inside the player. From filling out forms to using tools like video calculators, this feature makes every video unique to the user.
Want to see it in action? Try the mortgage calculator below. Just click the lightning bolt icon in the player to get started.
For brands, this kind of hands-on interactivity helps strengthen connections as viewers feel more invested in a video they had a hand in making. It also makes gathering useful data easier since people are sharing info right there in the moment. Plus, by tailoring the content to each person’s needs, you end up with messages that actually stick.
How AI Supercharges ROI
To sum up, Interactive Video isn’t just innovative — it delivers real results. It boosts engagement by encouraging active participation, encourages conversions through clickable moments and improves completion rates by letting people control their experience.
Of course, these results require an investment. Building out branching journeys, designing clickable elements and customizing content for different users takes time and resources. Traditional video production can be costly and slow, especially if your team’s already stretched thin.
Luckily, AI has changed the game. Instead of spending days (or weeks) producing a single polished video, an AI video generator can generate high-quality, ready-to-share content in minutes. It flips the ROI equation, lowering production costs while increasing output and performance.
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Lucas AI Video Creator is built to do exactly that. Give him a simple text prompt, or connect him to a doc, webpage or knowledge base, and he’ll generate a professional, on-brand video. No generic templates or pulling from random sources here. He draws from only your approved content using retrieval-augmented generation (RAG) and creates on-brand visual frameworks so everything stays accurate and consistent.
Better yet, he works seamlessly with our Interactive Video features, so you can have AI-generated videos that are also dynamic and customizable. He can even help determine the best spots to add interactive elements for maximum impact.
AI Interactive Video In Action
This video was generated from our 2024 State of Video Technology page. (Looking for the latest report. Here’s what we found in 2025.) It’s a great example of how you can turn any existing webpage into a video that’s professional and on-brand — and yes, it includes a clickable link so viewers can dive deeper whenever they’re ready.
Consumers aren’t just open to this kind of content — they’re actively asking for it. According to that same report, 77% of consumers say they’re interested in receiving Interactive Video content from brands, but only 30% actually get it. That’s a clear gap and a major opportunity for innovative brands to step up.
And when it comes to AI? Consumers are twice as likely to prefer receiving a video generated from a document over reading the doc itself. The takeaway is clear: Audiences want smarter, more dynamic video content. And with AI, it’s easier than ever to deliver.
See What Happens When Video Actually Performs
Brands today can’t afford to waste time or budget on content that looks good but doesn’t deliver. With Idomoo Interactive Video, viewers don’t just watch but engage. From branching paths to shoppable videos, our interactive features go far beyond clickable buttons.
Our patented, enterprise-grade Next Generation Video Platform weaves together data, automation and AI to completely transform video creation at scale. The result? Higher engagement, more conversions and a serious boost to your ROI.
Ready to see it for yourself? Schedule a free demo to see what AI Interactive Video can do for your brand.
