Interactive content is taking over the digital world. From shareable quizzes to the rise of the metaverse, content that gets the user involved is leveraged by marketers to build deeper connections with their target market. But while you can make virtually any type of digital content interactive, video reigns supreme — and for good reason.
Interactivity and video go hand in hand. Video is a powerful storytelling tool. Interactivity makes it possible to not only watch a story but also take part in it.
It’s a winning combination with real business results. Viewers spend longer watching and engage more with Interactive Video. For example, with our Interactive Videos, we’ve seen 4x higher CTR. No surprise there: interactivity increases conversion rates because users can take action right from the video.
What makes Interactive Video so effective? When should your business use it? We’ll show how and why Interactive Video works and share a few real-life Interactive Video examples from top companies already using it in their marketing strategy.
What Is Interactive Video?
To understand why an Interactive Video works so well, you have to understand what an Interactive Video actually is. Check out this magical (and personalised) Interactive Video as an example. You can make it your own by clicking the lightning bolt in the player. Add your name, your own image and whatever text you’d like to see!
From choosing the next scene to chapter markers to user customisation, this video is full of interactive features that wow and delight the viewer. But Interactive Videos go way beyond letting the viewer choose a magic trick.
Interactive Video Examples
A few common types of Interactive Videos include:
- Gamified video: The viewer engages with interactive elements in the video to play a game of some sort. For instance, they tap on different areas of the video to uncover Easter eggs or try to “catch” a moving offer.
- Shoppable video: The viewer can click on a product within a video to purchase it, making ecommerce easier (and a lot more fun). This feature is increasingly in demand for online retailers.
- Customisable videos: The viewer adds or chooses text, images, soundtracks and more to create a brand new video in real time. Videos customised by the viewer are irresistibly shareable, perfect for posting on social media.
- Branching videos: These are a choose-your-own-adventure style of video where the viewer can decide where to go at specific decision points. They’re different from linear videos because they can have multiple storylines.
Any brand can create Interactive Videos for their customers. And with the latest technology, you can deliver these videos in real time and at scale, even for millions of customers. More on this later on.
Why Interactive Video Content Works
From boosting conversions to resolving customer service issues, Interactive Video is incredibly useful. In fact, it’s forecasted as one of the top video marketing trends this year.
Because interactivity gives the viewer control of the video, it creates a more immersive experience.
Take Advantage of UGC
User-generated content has long been a fan favourite. Customers love it, too, and it’s not hard to see why:
- It’s trustworthy. Brands create content to boost their bottom line. A customer, on the other hand, has no reason to falsely praise a brand.
- It’s authentic, which is especially important to Gen Z.
- It gives customers a chance to be a part of the conversation rather than a passive, disengaged viewer.
It’s easy for brands to make the most of this trend with Interactive Video. Imagine you’re a user browsing through your newsfeed. You see your favourite brand has announced a contest to score some free merch — all you need to do is submit a video stating why you love their company.
It may seem like a fun idea, but is it enough incentive for you to go ahead and create your own video? Pulling out your own camera, recording a video and editing it can seem like a lot of work, after all.
An Interactive Video template changes this. With this approach, the brand sends you your very own interactive film you can easily customise. Enter the text, images or other media you want to add straight from the video player, and you’re done. Our Interactive Video platform generates the new, never-before-seen video in real time.
This strategy has become an increasingly popular way for brands across industries to collaborate with customers. Just take a look at this example from CCP Games.
Players could create their very own highlights reel featuring the stats and moments they were most proud of. And this type of content is incredibly shareable. It’s no secret customers love to show off their achievements on social media.
A video like the one above makes it easy to brag (or humblebrag) to friends and followers across platforms. Our user customised videos have seen stellar results, such as:
- 2x social media share rates
- 2.5x unique views
Collect First-Party Data
Third-party data rules are becoming increasingly strict. Because of this, many businesses are turning to first-party data to gain insight about their customers.
But collecting first-party data can be tricky. How do you convince your customers to share information with you?
One solution is using Interactive Video to enhance the CX. Research shows 66% of consumers are willing to share their data if it improves their experience
This can work a couple ways when it comes to video interactivity. Let’s rewind to the highlights reel we looked at earlier. In exchange for entering the information required to customise the video, customers get a personalised piece of content worth sharing. Meanwhile, companies can leverage this first-party data for future customer outreach. It’s a win-win.
Interactive Videos also support lead generation. Data can be scarce when it comes to potential customers. You can encourage prospects to share meaningful information, even before you’ve spoken to them, with an Interactive Video like the one below.
- Customers get their well-deserved bragging rights.
- Companies are able to leverage this first-party data for future campaigns. In fact, research shows 66% of consumers are willing to share their data if it will enhance their customer experience.
Interactive Videos are also incredibly useful for lead generation. Data is often scarce when it comes to potential customers. You can encourage prospects to share meaningful information, even before you’ve spoken to them, with an Interactive Video like the one below.
By selecting options from the drop-down menu, users can design their own dream car. The business can then leverage that information to personalise the sales process.
Tip: Curious how it works? You can try it out for yourself in the video above by clicking on the lightning bolt icon in the player.
Allow Customers To Self-Serve
Customer service is a common point of friction. Customers are often frustrated with long wait times and generic answers. And when customer service departments face a high volume of questions, these problems become even worse.
Interactive Videos allow customers to answer pressing questions immediately, rather than wait for an agent to pick up the phone. They can provide step-by-step instructions with actionable interactive elements along the way. See the explainer video below as one example.
This video was created to help mortgage companies streamline customer support and deal with common questions related to ending forbearance. It was a lifesaver during a difficult time when call centres were overloaded. Customers could easily self-serve straight from the video, and calls dropped dramatically — as much as 73%.
Plus, videos like this are a resource customers can use anywhere at any time. Add interactive chapter markers so they can jump to the place in the video they need. It’s especially helpful if they’re watching the video again, which our analytics show is common with these videos.
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Because they’re on-demand, Interactive and Personalised Videos are a great solution not just for customer service but also for onboarding. Tell (and, just as important, show) customers what they need to know. Then let them click ahead for their next steps, whether it’s signing up for an online account or opting to go paperless.
An Interactive Video engages and informs customers. But does it have an actual impact on a business’s bottom line?
Absolutely! Interactivity makes it easy for your customers to convert. For instance, once a customer reaches the end of their video, they can click the CTA for the desired action. Some of the best examples of clickable CTAs include:
- Learning more about a product
- Making a purchase
- Signing up for content
- Filling out a form
This CTA doesn’t have to be a button, either. You can make any interactive element in the video a hotspot, and the video “knows” where it is throughout, even if the location changes as the object moves from frame to frame.
And don’t think you’re limited to a link that opens a web page. When the viewer clicks, it can send an API call for a whole host of actions, from sending a text to saving data in a database. When it comes to interactive experiences, the world of video is your oyster, so to speak.
To learn more about how video can function like an app, read our CTO’s blog about using Interactive Video for surveys, forms and more.
Regardless, it’s important for your customer to take action once you have their attention. Interactive features lets them take action immediately, leading to conversation rates of over 11% (whereas annotations convert at just 1%).
Upgrade Your Digital Comms With Interactive Videos
It’s no secret that Interactive Video works. To leverage this type of video, though, you need the right technology. Whether you have a hundred thousand customers — or a hundred million — you need a platform that can handle reaching every customer personally.
That’s where we come in. We empower advanced Interactive Videos. We don’t use overlays to add interactivity. Instead, interactive elements are part of the video itself, created in After Effects just like the rest of the video. But it’s so easy, our self-serve clients can add interactivity to their own videos. No complicated video editing here. Our platform makes it simple and streamlined. And, as always, we can create your video campaign from start to finish if you’d rather.
If you want to see more examples of Interactive Videos from our work with clients, visit our video gallery and click the Living Video button. And when you’re ready to get started with advanced video interactivity, all it takes is a call.