If you’ve been in the marketing field for a while, you probably know that video is far more effective than just static content. But as is so often the case in marketing, most trends are relatively short-lived and before you have found the perfect marketing tool for your own target group, there is something new again.
Today it is no longer enough to upload a video to YouTube and hope for engagement or even conversions. We must actively involve our target audience in the content and encourage engagement. Keyword “Interactive Videos”. Companies like Disney, Deloitte and Nike have all followed this trend – and with good reason. But what exactly is interactive video? Why do we need them and what sets them apart? Stay tuned, we will address these questions in this article.
What are interactive videos?
Compared to traditional video, where the target audience is a passive viewer, interactive video engages the viewer in the action. The viewer thus has the opportunity to interact with the video content and partly to determine the course of action himself.
This can take the form of clickable buttons, built-in questions, and other elements
Why Use Interactive Videos?
Are you asking yourself why we need interactive video at all, when ordinary video content can already write good numbers?
Let’s look at the ordinary YouTube video: the user clicks play, (hopefully) survives the integrated video ad and listens to the first few seconds of your brand message. If you don’t manage to capture attention in a short amount of time, the viewer will be gone faster than a cowed Chihuahua in an approaching thunderstorm (if you know, you know). We live in the age of sensory overload and have an attention span of just 8 seconds. We are also referred to as the “goldfish generation” – because the goldfish has even overtaken us with an attention span of 9 seconds. And that means one thing above all: We only have an extremely small time window to convince our target group and therefore have to actively promote commitment.
Interactive videos enable active participation,
In which several senses are addressed at the same time. As a result, the experience is more intense and the brand stays longer in the target group’s memory. This is also known as “multi-sensory branding”. A study by Milliard Brown shows that brand loyalty is around 30% when addressed monosensorically. If 4-5 sense organs are addressed, the loyalty increases to 60%.
But not only that! Interactive videos offer even more advantages:
According to Widow, interactive videos increase user activity by a whopping 591%.
Integrated links or clickable elements also provide valuable insights into customer behavior and demographic information. This allows products to be better segmented according to specific customer needs. At the same time, you receive valuable customer feedback.
Interactive videos deliver conversions of more than 11%.
And don’t forget: Interactive videos are simply entertaining and confirm your expertise with modern digital medians an interactive video Cinema 8, Disney shows how the live-action version of The Jungle Book was created. You can learn more about the characters by clicking on the hotspots: