Word on the block is interactive video is taking over and it might just be the next most important tool in your marketing playbook. By no means is it anything new, so why is it the talk of 2019?
Demand Metric found that 83% of marketers believe video is becoming more important. In fact, market sectors have already increased their investment in digital and mobile video advertising which has seen a 53% spike since 2016; according to Smart Insights.
Put simply, video reels in great results but interactive video is the next step to achieving outstanding marketing campaigns.
As many brands are now experimenting with new ways of engaging consumers through this exciting form of media, we’ve put together a guide so you can get up to speed and see what all the fuss is about.
Once you’ve finished your read, you’ll have the basic grips on interactive video, recognise its benefits to your marketing campaign and understand why it’s the talk of 2019 among digital agencies.
What is Interactive Video?
Interactive video is a type of digital video that supports user interaction and offers opportunities to the viewer that linear video can not. For example, during the video, a user may interact with the content by clicking on a ‘hotspot’ which then performs an action like moving to another part of the video or displaying information.
In its very essence, interactive video gives the user control by allowing them to take the story where they want it to go. Brands such as Deloitte, Asos and Disney have already exercised some of the most creative interactive videos we’ve seen.
Take a look at Honda’s impressive example of an interactive video in action. Their trailer dubbed ‘The Other Side’ advertises their Civic Type R through a dual-story of an ordinary guy who lives an interesting double life:
As marketers now follow suit ready to capture audiences with this immersive form of media, here are eight reasons why digital brands are jumping on interactive video.
We don’t need to tell you that consumer attention spans are shorter than they have ever been before. Capturing your audience’s attention long enough to see a conversion can be one of the hardest battles for a content marketer today.
Thankfully, interactive video is here to save the day and here’s why. Wyzowl found that It offers levels of high engagement compared to traditional video formats where the user can be easily distracted. When a viewer is interacting with a video, their attention stays in the content, resulting in a 591% lift in user activity.
Prioritise the Viewer
One of the main objectives for interacting with a video is ensuring the viewer is in control. Control creates relevance for the viewer, driving them to take specific actions within their journey, which results in the video's content being more impactful.
Digital brands have recognised that video consumers want to be able to jump to different parts of a video and view content that suits their relevance, cutting through the noise. Even more so, marketers understand that consumers now demand more personalisation as part of their buying experience.
A Popular Choice
Research from HubSpot says that 78% of online users watch videos every week and a staggering 55% watch them every day. In short, video has become a popular tool of choice for digital brands to use in their content marketing strategies.
Now armed with some of the most creative interactive videos, brands are creating increasingly powerful ways to communicate their story, explain company value, educate their viewers and build customer relationships that last now and in the future.
Further cementing its increase in popularity, video content is what your customers want to see. Common Places found that 54% of consumers want to see videos from brands over other content types (like email, social images and blog articles).
Delight the User
Straight up, interactive video is more enjoyable than traditional video forms. A consumer will have more fun experiencing a brand through an interactive video as opposed to any other form of media.
An interactive video can delight the viewer in a number of ways by keeping them entertained with exciting interactive content, offering valuable information to promote brand awareness through clickable ‘hotpots’ or simply educating the viewer about a brand’s product or service.
It Converts More
Did you know, interactive video converts significantly higher rates than many other types of digital video ads? Research from Mobilemarketer shows that interactive video ads boost viewing time by 47%.
Flockler further identified that more than a third of online viewers trust video ads. However, Wyzowl showed that interactive video converted at a rate of more than 11%, compared to Google ads and YouTube annotations converting at rates of less than 1%.
Capture Valuable Data
Interactive video is an incredibly diverse medium making it perfect for any business to capture valuable data that aids their marketing campaigns.
Adding interactivity at points during the video can drive desired behaviours, ask questions and gain relevant consumer insights that allow brands to learn more about the viewer. It’s the perfect marketing tool to better understand your audience.
For example, Cincopa found that people stay on a website for as much as two minutes longer and are 64% more likely to purchase being shown a product video. Brands can use the information gathered from a viewer’s interactions on a video to present their audience with the right product videos on their website.
The Content is Memorable
Consumers love interaction and giving their opinion. When they’re able to interact with a video, this makes the viewer more likely to remember your brand. As brands compete for attention in a crowded digital marketplace, interactive video offers brands a competitive edge to earn viewers attention.
An interactive video is exactly what is needed to take a marketing campaign up a notch. Creating high-quality and memorable interactive videos results in improved lead qualification and a speedier sales cycle. No to mention, better ROI...
Better Return On Investment
If you want to improve your ROI, interactive video is the perfect marketing tool to increase your numbers and get an edge over your competitors. Recently, brands have massively turned to interactive video to meet their marketing goals. 90% of marketers already use video in their communication, sales and marketing; according to Ojoo.
Why is it so effective? An interactive video can boost your marketing strategy tenfold, increasing brand engagement, gather valuable customer insights and enhance your sales efficiency through buyable links in the content.
There you have it. We’ve covered eight reasons that prove interactive video is the talk of 2019. Equipped with your new found knowledge, you’re ready to enhance your content marketing strategy tenfold.
Remember, marketing with interactive video offers solutions to help drive lead generation numbers, boost return on investment and create brand awareness.
We really mean it when we say that interactive video might be the best tool in your marketing playbook, so get out there and get creating.
Looking for help to get your content marketing strategy up to speed? Talk to an expert today and see how we can help .