A video is interactive when the viewer performs one or more actions that will influence the course of it. In other words, It is a video that allows the viewer to interact by means of clickable areas or actions on the user interface. By clicking, the viewer can access documents, images, weblinks, quizzes, or other videos. The format (capture, animation in Motion Design, interactive whiteboard or "whiteboard", etc.) is chosen according to the objectives, but, in all cases, the video is composed of a base video, which will be the raw material. interactive content. On this base video, we can then add clickable areas and hypertext links through which the viewer will personalize his route. The interactive video can then be supplemented with a variety of media, new formats and interaction windows. It is similar to augmented reality. Thus, it can take various forms: an animated film with sound effects, an interactive map, a video clip, presentation of a product, gamification, a questionnaire, graphic animations, an e-commerce video, an interactive infographic, etc. A good example of an interactive video is the episode of the Black Mirror series, released in 2018, in which the viewer decided the story for themselves in real-time, as it progressed. This formula had given them a considerable buzz.
WHAT ARE ITS APPLICATIONS?
The interactive video has many possible applications, which can be used in each piece of your strategy web marketing: on your website or YouTube channel, in an emailing campaign, for your communication on social networks, etc. In addition, it can have different purposes. It turns out to be an excellent educational tool for distance education, for example, because the interactive explanatory video allows students to choose from several channels to obtain additional information. In terms of raising awareness of certain subjects, it will be very effective in the form of gamification (or "Serious Game"). In the personalized video, a product presentation, or animation of interactive infographics, will boost intra and extra company communication. In addition, the video is accessible on many media: tablets, smartphones, PC, 360 interactive video projectors ... In short, any device having a touch screen and allowing a dynamic display. It is for these infinite possibilities of adaptation to the needs of the company that specialists in marketing, communication, and Social Media particularly appreciate this type of playful and intuitive multimedia content. Despite this, creating interactive content remains difficult and often requires the help of a specialized video production agency like www.cinema8.com, they offer you the best possible performance.
WHAT ARE THE MARKETING BENEFITS OF INTERACTIVE VIDEO?
Interactive video, in addition to being in the era of time, has many advantages whatever your strategy is .
Improve concentration
While watching a video, your viewers may be distracted by their surroundings or by other screens they are manipulating at the same time. The interactive content allows you to refocus your audience's attention by directly involving them during viewing. They will actively view your content.
Improve memorization
Besides capturing the attention of your audience, it will improve their memorization of the message. Indeed, the fact of interacting with content makes it possible to better remember the advertiser brand. Even if the viewer is not interacting, just being able to do so increases recall by 32%.
Improve learning
As part of a training strategy, there is better learning through interactive video. Learning in a fun way makes it possible to validate knowledge in a different way, to understand and memorize information. The interactive video is a nice tool and more entertaining to attend training courses.
Build a relationship with your audience
The videos interactive increase by 47% the time spent with the brand. On average, 15 extra seconds are granted by the spectator.
An individual spends more time on the content because it arouses their curiosity and also because they enjoy interacting with it. The possibility of interacting allows your customers to react to your words, to discuss with you, even to bring out ideas.
How to measure its effectiveness?
To measure the effectiveness of an interactive video on your strategy, you can of course use the key performance indicators to be measured for a “classic” video. On the other hand, we can add to this list certain KPIs relating to the behavior of your spectators:
Time spent on viewing
Typically, the more time your audience spends looking at your creation, the more they find your content relevant. In the context of interactive video, it can also reflect that the viewer had to take time to think in order to interact with the content. In the context of a quiz, for example, the viewer may need to reread a question, think about the answers, or even look at the passage again.
Engagement
In the context of interactive video, we are interested in the number of interactions per viewing. This will allow you to see if your audience is playing the Gamification or if they prefer to watch the content naturally, without interacting with it. You will thus assess the relevance of the proposed interactions.
Completion rate
This is the part of listeners who watch the achievement in its entirety. Here you will assess the overall relevance of your creation .
Success rate (in case of the quiz)
Particularly in the context of training, the success rate makes it possible to check that the subject dealt with has been understood and that you have been a good trainer.
Conclusion
There are several advantages in terms of marketing strategy are linked to interactive video. First of all, its viral potential, if it is of high quality: by sharing it on social networks or by being relayed by the press or bloggers, your video has a good chance of reaching as many prospects as possible. In addition, it has a propensity to generate engagement: videos in general greatly increase the conversion rates of the companies that use them. At the level of natural referencing, if you manage to capture the Internet user, he will watch the video entirely and will tend to go further on your site after watching it. This naturally decreases the bounce rate and increases the time people spend on your web pages, two important points in SEO. Finally, your brand image is completely modernized by the use of such an original, innovative and fashionable format. You gain notoriety and fame. In short, interactive video has many advantages and offers an excellent return on investment, which makes it, as we have already said, a format of choice for marketers and managers of content marketing in a company.