Interactive video means the viewer has control over the story, they choose what happens throughout the video, leading to an ending that they have chosen. Interactive videos are not only a great way to capture attention, but also to keep it. The viewer can pick the route of their own story, they will only pick content that they care about. This enables companies to gather more information about a prospect, which makes converting them to a customer simpler.
Interactive Videos for Internal and External Communications
Interactive videos also have great value for internal use. For example, in training videos, the viewer has the chance to pick out the fire hazards as a video walks them through your company’s premises.
Types of Interactive Videos
The possibilities with interactive videos are endless, here are just a few more examples of what can be used in an interactive video:
- Links to websites or products pages
- Custom forms – collect leads & schedule in appointments
- Branching – the link between videos to create your own story
- Lessons – make any video an interactive lesson
- Add to the shopping basket – if your video is promoting your products, customers can add to their shopping basket as they watch your video
- User sentiment – gathering information about your audience in real-time.
According to Video Smart ‘Interactive video content generate double the conversions of passive content. Interactive content generates 4-5 times more page views than static content, and 91% of B2B buyers prefer to consume interactive and visual content.’
Social Media Today has written that ‘interactive video is used by 2% of marketers, yet 43% of businesses plan on using interactive video in the future.’ They also claim that ‘90% of interactive videos get views until the end or have completion rates.’
Our favorite interactive videos
We have had a look around at some interactive videos that are already out there. Here are our top three;
Deloitte’s Recruitment Video
This has made our top five as it showcases Deloittes as a fun place to work. But also puts you, as the viewer, in control. It also allows Deloittes to shout about their brand values, if you don’t meet the values, you won’t make the team. This is a fantastic recruitment video that entices the viewer to apply, but also creates a sense of what Deloittes is all about.
See the full video here.
Major Lazor Know No Better Music Video
We picked this video as one of our favourites because of how easy it is to switch between the young boys’ dream and his reality, but also how you never know what to expect when you switch between the two.
See the full video here
Bob Dylan Rolling Stone
This interactive video stood out to us as we think it is so clever. When you click to turn the channel over, those on that channel, whether it be animation, a music video or a documentary, everyone is singing the Bob Dylan song.
See the full video here.