Videos are absolute power tools in content marketing. Indeed, through moving visual storytelling, you can achieve a much higher level of target group engagement than static content. However, most of us only know the “play” button, at some point we hit “stop” and maybe (if the content producer was particularly marketing-oriented) a “call for help”. ‘Action’ built-in. But technology actually gives us many more opportunities to achieve greater engagement with the target group. Through “interactive videos”, we can actively engage the viewer in the action. And this, not through an improvised staging, but through specially integrated elements and functions.
What are interactive videos?
Compared to traditional videos, where the target group consists only of passive viewers, interactive videos actively involve viewers in the action.
With the help of clickable buttons and other integrated elements, the viewer has the opportunity to interact with the content of the interaction video and partly determine for themselves what to do next. Through active participation, multiple senses are engaged simultaneously – the user experience is more intense, greater engagement is achieved, and content stays in memory longer. Interactive video technology is relatively new, but more and more companies are making interactive video an important part of their marketing strategy – and for good reason.
Why use interactive videos?
Clicking, switching, changing perspective – these gamification elements promote attention and interaction with the content, so that the target group deals more intensively with the respective brand or product. Specifically, interactive elements increase user activity by an astounding 591%. Embedded elements such as clickable links or buttons also help understand customer behavior, allowing you to segment customer needs.
According to studies, interactive videos increase user time spent by 47%, increase willingness to purchase up to 9x , and have a conversion rate of over 11% . In comparison, conversation with traditional videos is around 1%.
So whether you want to creatively promote target group engagement or gather valuable customer behavior data, an interactive video kills two birds with one stone. And as a marketing manager, you absolutely must not miss this!
What forms are available?
What exactly does that “click and switch” look like in a video? What exactly can we expect as viewers? There are actually many different ways to incorporate interactive elements into a video, but the most common options are:
Access points (Hotspots)
Hotspots are clickable buttons in a video that lead to a separate web page or display additional information directly in the video. Static hotspots have a fixed position in the video and do not move. “Sticky hotspots, on the other hand, stick to certain people or objects and also move with them in the video.
Content marketing is one of the most used resources in digital marketing. There are endless brands dedicated to creating content, and this has led to a saturation in which most go unnoticed.
How can we regain the attention of users and stand out from the crowd? Digital interactive content can be a good answer. We tell you what it is, the benefits for brands and the formats that work best.