When it comes to videos, we often concentrate the marketers on short-form video no surprise, as this can be the most appealing format. Regardless of the length, some of the most effective marketing content I saw were in interactive videos.
Although the medium of decades of board game format “Select your own adventure” can be brought back-I loved these games that grew up-it still feels relatively new in the marketing world. I wonder if we don’t see a lot of interactive video marketing. In any case, I would like to see more of it out there.
If you are curious, I would love it if you continue to read while I share what interactive video is, how to create one, and eight examples of brands that are really up to date with the latest of this format.
Table of contents
What is interactive video?
Interactive video is a non -linear form of media with which the viewers can deal with the video that they can see. Spectators can click on hotspots, answer questions, select their own ways and other forms of engagement.
You can use interactive videos for several purposes. Many marketers use it to increase the commitment, promote markets and increase the conversions.
There are several types of interactive videos:
- Branched stories. In this way, the audience can choose their own way if they watch a video and decide what they will see. You can also determine the action by your decisions.
- Hotspots. These clickable areas in a video enable spectators to discover something new in the content.
- Surveys and tests. You can include your audience with questions about the content in your video.
- 360-degree view. This enables the audience to immerse themselves in the video and gain an extended realistic experience.
- Live videos and webinars with Q&A sections. This promotes a two-way dialog between the host and the viewer, in which the viewers can interact by asking questions and receiving answers in real time.
Advantages of interactive videos
A 2024 Wyzowl Report found that 91% of companies use video in their marketing. In addition, Drift Kings Media interviewed over 500 global video markets to learn more about the best strategies and possibilities of 2024 in video marketing.
The result? Over 70% of those surveyed find the video marketing effectively to achieve the wider business goals of their company.
With regard to interactive videos, the biggest reason for the use of this format is the High Return on Investment – also known as a critical but often illusive business goal. Don’t you believe me? Let’s take a look at the data.
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With 52%, Drift Kings Media’s video marketing report showed that interactive content offer the fourth highest ROI. For the context, this ended up behind product -related, trendy and fun videos with 66%, 55%or. 53%.
When it comes to leading the lead, around 50% of the video markets make links to target pages on video ads on social media. These links are typically added to interactive elements such as keys or swipe-ups. In order to round off the whole thing, marketers call this one of the most effective ways to generate leads via video content.
Interactive video is also one of the best performers on the engagement front. For example, live videos – in which the audience is often invited to ask questions – are the three best video types that receive the most commitment of the audience.
This video type can also leave a deeper impression to its viewers. With so many brands that fight for our attention, there is a way to engage them for longer through interaction. This can help your brand awareness and recognition and help you to stand out from the competition.
After all, you can get more insight into your audience through interactive content. Say you enter a quiz in your video. You not only receive findings from the video yourself (views, time showers, etc.), but also learn more about the settings of your viewer through quiz results.
Through interactive video marketing you get more data about a single content.
How to create an interactive video
According to Wyzowl, 89% of consumers want to see more videos from brands in 2024 and beyond.
Nevertheless, they know it and I know: As a marketer, we have to justify our creative efforts with results. One of the most important results that decision -makers want to see is a return on capital.
As I shared above, HubSpot data suggests that interactive video content for this metric is high. So I wanted to share a few steps to help you make your own.
1. Brainstorming her concept.
Before you create your interactive video, you have to create a concept. What is the video about? What is the journey to which you want to take on the audience?
Your marketing goals should increase your answers to these questions. Otherwise, it is difficult to create a successful concept that shops from stakeholders outside of marketing.
How will you include the audience? In view of the different types of interactive content that you can have, you must find out which one works best.
Pro tip: Are you not sure which marketing goals have to be selected for your video content? No worries. I suggest to be inspired by video marketing professionals. Drift Kings Media data show that video markets prioritize the following three metrics:
- Increased brand awareness and reaching a new target group (52%).
- Increasing online engagement (38%).
- Increasing sales and sales (36%).
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2. Select your video platform.
The platform you have selected depends on the type of content that you create and what you want to achieve.
Popular interactive video platforms include:
If you run an interactive live video or a webinar, you should consider platforms that support this format. For the context, YouTube, Facebook, Instagram and LinkedIn – all of which meet for live videos – are the most frequently used video marketing platforms. In fact, 90%, 86%, 79%and 76%of video markets trust these platforms (Wyzowl.).
As soon as you have selected the right platform, it is about putting together the parts, creating a design, checking and revising until you have a great final version.
Pro tip: Independently of Clip Creator. With the AI ​​functions of the clip creator you can convert text-based instructions into professional watermark-free-free in just a few clicks.
1. Analyze the results.
As soon as your video goes live, the hard work is not done. It is now time to evaluate your performance.
Ideally, you set some KPIs during your concept phase. If this is created for the first time an interactive video, use your other videos as a benchmark.
In this way you know what numbers can be expected and have a baseline to evaluate your results.
Pro tip: I recommend using A/B tests as part of your analysis. For the context, around 30% of video markets use A/B tests to compare video elements or structural changes.
Do you need help to find out what you should test? Around 26% experiment with the positioning or the wording of CTAs. Another 21% compare the performance of different videos.
8 interactive video examples
If you need inspiration, I have gathered eight examples of this Interactive videos to make your creative juices flow.
1. Mile 22
To advertise the 2018 action film “Mile 22“The marketing team behind the film has created an immersive, interactive video with which users selected their way and received excerpts from the film based on their selection.
This video is interesting because it is not just based on the trailer to build excitement. It takes the viewer on the journey of the characters and gives them a look at how things take place in the film.
What I like: I really like that this interactive video positions the viewer as a lead character. I found that the “point and click” style progress naturally hired me throughout. I wanted to keep clicking to find out what happened next, and before I knew it, I had worked through an entire film trailer.
2. Sweet excavations
If you want to catch the latest episode of Sweet Digs, you usually go to YouTube. But with the help of EkoPresent Refinery29 decided to switch with an interactive video instead.
Sweet Digs X Eko: Interactive insidious tours
In this interactive video, viewers take a tour of a person’s house as usual, but this time they can guess if they observe about costs, designs and more.
What I like: I think this video format is a great way to bring something fresh to an established series and to hire the audience. The show uses clever interactive elements and enables the observers to enter construction suggestions on the way. At the end of the episode, the spectators can then determine whether their design suggestions were used.
If interior design is an interest in you, I can imagine that this format would entertain you from start to finish.
3. Boursin
I’ve always asked myself what kind of refrigerator Boursin Products look like? With this interactive video you can. This brand determines what a food commercial looks like by offering the viewers a virtual experience 360 ​​through a refrigerator.
What I like: I love how the gold carpet leads the spectators through the fridge. As a result, the viewer sees various Boursin products, which of course are placed everywhere. I also love how the viewer can move the mouse to see other objects in the fridge. I think this is a really entertaining way to advertise a product.
4. Mindstamp
The following Interactive video created by Mindstamp is an example of a practical way to use this video format for the appointment booking.
The spectators can interact with clickable in-video CTAs that link to external sides and examine branched storylines based on their answers throughout the video, which leads to a really personalized user trip.
The interactive elements create an appealing and urgent experience. I don’t know anything about you, but “engaging” and “immersive” are not two words that I would normally use in connection with the booking of a meeting or appointment!
What I like: As with all new technologies, interactive video could have started as a kind of marginal technology that seemed to be slightly intimidating and inaccessible. That changes. I love to see this format in a business environment like this, so it is easier than ever for leads to bay dates based on certain calendar preferences.
5. Honda
Honda Interactive video “The other page” used Interactive branching To create an advertising style “Select your own adventure”. Each video clip gives the viewer a different selection or a “path”, and every choice determines what happens next.
What I like: I like how this video invites the spectators to take part in the narrative and have to own the plot instead of consuming passive content.
6. The interactive video of the jungle book
Before his 2016 publication, Disney has a partnership with Wire wax A look behind the scenes at how the live action version of The jungle book was created. With the video, spectators can use a slider to compare the rotary stage with the end scene.
What I like: In addition to an interactive slider, the video also uses hotspots. I love how Wirewax has performed this interactive function. In this case, the hotspots enable the viewers to contents the bonus, including a profile and a description of each character.
7. This moment when when
Eko Makes the list again with yours This moment when when Interactive video series. The series follows a woman named Jill who faces unpleasant moments at the beginning of each episode. Your job as a viewer is to help her survive everyone.
In the Example In the picture above you have to help Jill navigate this time when she vaguely remembered someone to know her really well. The funny slogan is: “Help Jill to remember how she knows this guy and what his damned name is.”
What I like: I love how this show Eko brings back to the top of the interactive video. In Eko’s characteristic style it is assignable, funny and incredibly committed.
8. Tot lonely
Dead is dead Interactive zombie romance created by Aardman animations In cooperation with Rapeseed media. Anyone who enjoys the four-time Oscar winner production studio Aardman animation from Oscar will not be disappointed.
How Wallace & GromitPresent Chicken runAnd Shaun the sheepPresent Dead Is charming, quirky and fun.
As far as the premise is concerned, the viewer in the entire interactive film is the task of helping Fred (a zombie) with his lost love Barbara.
What I like: I love how creative this interactive video is. Although the action seems innocent enough, many pathological but funny moments stay. Overall, I think that this is an example of something outside of marketing that could inspire creative content within marketing.
Lift off the mass with interactive video marketing
Our data show that interactive content is a leading video format for ROI. However, as I mentioned in my introduction, many marketers temporarily remain to create interactive video content. This could be because certain types require more technical expertise and a larger production budget.
Here, however, the thing is: Yes, you can become creative with this format, which is usually more finance and technically based. But you can also do something as easy as an interactive survey or CTA in your video.
We also do not forget that live video streams can be interactive, so that they allow space for elements such as questions from the audience and surveys. YouTube, Facebook and Instagram also support Live Streams, and you can start one of these platforms free of charge.
In any case, I think that interactive video marketing is testing something for yourself, especially with so few others.
Note from the publisher: This post was originally published in May 2017 and updated for completeness.