What’s better than a marketing video?
If you didn’t see our previous post on the growing use of promotional videos it’s available to view by clicking here.
Let’s take a look at what an interactive video is, then a taste of why we should consider using them
What is Interactive Video?
Interactive Video can take many forms. The simplest explanation is a digital video that supports user interaction through gestures, voice, touch, and clicks. Users can interact inside the video itself by going to a form, a quiz, a PowerPoint, another video or, perhaps following an interactive tutorial. They can then be returned to the point at which they left the video.
Interactive Video can have many variations.
Interaction can take the form of shopping where a viewer can make a purchase from within the video. It can take the form of an educational interaction where the viewer is taken to a web site, a detailed document or PowerPoint slides. Marketing interaction with the video could take the user to a choice of further videos depending upon their status as a purchaser or a potential seller. The option could be to view the selling points or go to a technical description.
Interactive Video for Shopping
Users can be taken from the video to a product web page, or direct to a shopping cart. After shopping they are returned to the video. This could, for example be a whiteboard video promoting a series of products. As each product is presented a “Buy” button could take the viewer to that same product on the company web site to purchase it.
Interactive Video for Education
A training video, for example, may be of such a length that the author decides to intersperse the video with points of light relief. He may want to emphasize a point in the video where he provides more detail in an inherited PowerPoint presentation. All interactions can be made optional or compulsory. When the video pauses automatically, the slides can appear in the same or another window. The user can be returned to the paused video after viewing the slides.
The diversion may be to a form, which is required to proceed to the next part of the video.
A promotional, training or educational video can have an interactive quiz. A viewer can be given a screen prompt to bring a question to the screen. This can be optional or compulsory. If optional, and ignored, the video plays until the next screen prompt appears. If the user opts for the quiz, then the video stops until the question is answered, at which point it automatically continues. With the compulsory question the video can stop automatically, the question appears and the viewer must answer for the video to automatically continue to the next prompt.
A simple interactive quiz example can be seen here.
It should be noted that interactivity can be added to existing videos.
Interactive Video for Marketing
Interactive video allows marketers to easily create interactive stories that capture customers’ attention by offering choice. We should, perhaps, stop pushing messages at the audience in the hope that they take the message on board.
Instead we should treat the viewers as co-creators and invite them to take part in a story. The way to hold greater attention is by getting them to interact with the story.
A video can be interrupted by one or more other videos. Suppose for example a company wanted a video to explain what the company was about. Perhaps a little background, then some product information and the way forward. The video was aimed at two distinct groups of people. One group that they want to buy their products, and a second group they want on board as agents, to promote their product. The video, at the beginning would be common to both groups. Then there is a pause in the video. The viewer is offered a choice. Proceed as a purchaser or carry on as a potential agent. Moving forward from that point, two separate videos have been created.
Interactive Video for you?
The changing patterns of the consumer are starting to create a whole new set of engagement expectations. This is particularly prevalent in young consumers. Pushing messages at the potential consumer with the hope that they will take it on board is becoming less acceptable.
As marketers we have to engage the potential buyer in a relationship where they can play a significant part, particularly as attention span seems to be shortening in today’s digital world.
Latest posts by Paul Lewis (see all)
- Video. Why you need a “call to action” - November 26, 2015
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- Marketing videos – Increase the bottom line - September 27, 2015
- Myths of video marketing squashed - September 20, 2015
- PowerPoint v Whiteboard for stories - September 19, 2015