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Why Interactive Videos are Better for your Brand
- September 10, 2024
More and more people are consuming video content. In a study by https://www.linearity.io/, it shows that 93% of marketers concurred that interactive content is more successful at educating buyers than only 70% for static content.
In fact Google says that in the Philippines, Filipinos now spend about four hours per day online, with most using a smartphone as their main device. And 87% of Filipino internet users watch online video content, with YouTube as a top platform.
How do interactive videos differ from the traditional ones? User engagement.
According to a Linkedin article by Amith U. Kumar, “The key differentiator between the two lies in the level of user engagement. Non-interactive designs are static and one-directional, offering information without direct user involvement. In contrast, interactive designs invite users to explore, interact, and contribute, creating a more immersive and dynamic experience.”
Interactive videos facilitate what is known as “active learning”, meaning people who consume the content are most likely to better understand and retain the information.
This factor paves the way for other benefits that can help your brand grow and flourish. What are they?
Higher Engagement
Because viewers are actively participating in your content, the time they spend on your platform increases. Something as simple as asking them to share their thoughts in the comments section extends their viewership. Also, in effect, when you reply, it builds your relationship with your audience.
Elevated User Experience
The viewing experience that caters specifically to its audience makes it more relevant and memorable. The audience participants give them the opportunity to think and share their own ideas, their attention is enhanced and is extended. If done effectively, almost everything is elevated to another level.
Increased Conversion Rates
The overall impact of the interactive content increases the potential for conversion because of the engagement. For instance, a person who has been actively participating in a video is more likely to purchase something offered at the end of video, compared to someone who has been multitasking the whole time.
Customer Insight: The more your customers engage with you, the more you get to know them. Post a link for a potential purchase and you can track how many people click the link, add it to their carts, or actually make a purchase.
Let’s take a look at these examples.
Nespresso
In this interactive video, Nespresso is able to know things, like if a viewer is a first time user. When a customer tells something about them, this enables an interactive video the opportunity to create content that caters better to needs like a user’s personality, interests, consuming habits etc.
Hyundai
How does it feel to drive or ride inside Elantra? This interactive video begins by telling you to start its engine by clicking the button. You hear the motor of the car start and you’re instantly hooked. It gives you a taste of the driving/riding experience, followed-up by informative links of things about the car. Lastly, after you’ve experienced the test drive, you can book an actual one!
We end this week’s Monday mentor with two pro-tips:
Don’t let the technology of interactive videos make you veer away from the video’s story and purpose. Always go back to your brand’s objectives and goals.
Make sure that everything you put is relevant because interacting requires participation, and people sometimes don’t like to participate in things that don’t interest or overwhelm them.
Have a great week, everyone! See you again on Monday!
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