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28 November 2021

Interactive Videos - Magic Marketing Of Tomorrow!

Interactive videos transform passive viewers into active participants. Learn more about the magic tool!

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Why interactive videos?

**

Why are interactive videos more effective than classic videos in the first place? A quote from Confucius sums it up: ##"Tell me and I will forget. Show it to me and I may remember. Let me do it and I will understand. "*
While the

passive viewer

quickly gets bored and scrolls on, the curiosity of

active participants

is aroused and they stay. This means that the latter not only stay longer in the video, but also remember the content better, since the interactive video stands out from the mass of other videos that you come across every day on the Internet.
If you are actively involved in a video or can even have a say in the course of the video, you feel closer to the characters/product/brand, which increases

customer loyalty

. Also, memory retention is higher with interactive videos than with regular videos, let alone images or text. Do you remember everything that was said to you last week? Probably not. Do you remember everything that was shown to you? Maybe. But you're more likely to remember interactions, what you did.
Why is that? Based on Cognitive Load Theory, we only have a

limited capacity

to process new information (You can read more about this in our recent blog post). Nevertheless, in order to create awareness and ensure that information is remembered, that is, stored in

long-term memory

and retrievable from there, one can stimulate

learning-enhancing cognitive processes

.
One possibility here is that

content is self-generated

, inferences are drawn by oneself, or at least some form of involvement takes place. Thus, one's own actions are always better remembered than the passive reception of information. You can certainly think of some examples from your everyday life (generate an example yourself 😉).
These impressive statistics will convince you of interactive videos:
  • While the

    click-through rate

    of normal videos is 1-2%, it increases to

    5-12%

    when the video is interactive.
  • Interactive videos boost

    viewing time by 47%

    .

    Purchase intent

    after interactive videos is

    9 times higher

    than classic videos.

How to create an interactive video?

Hotspots

Hotspots are clickable areas in the video where more information can be discovered.
They can either be static

(Static Hotspot)

, which means they are fixed in one place on the screen, or they can be connected to an object on the screen and move along with it

(Sticky Hotspot)

. Viewers can use such hotspots to call up additional information, such as product information. The promotional video from Mango shows how sticky hotspots can be used.

Branching

Branching, on the other hand, allows you to actively intervene in the narrative and help determine the path the video takes. Here, the video

has multiple storylines

. Clicking on hotspots takes you to another scene of your choice. Applied to the example of a "shoppable video", you could determine at the beginning whether you are interested in women's or men's clothing. Clicking the appropriate hotspot will thus take them to the next scene.

Making personal choices

.

In this innovative interactive video from Nike, a type of branching is also applied. The video lets you choose your own personalized outfit for a photo shoot. Which sneaker do you like better? Do you prefer the short gaudy skirt or the elegant jeggings? The stylist communicates directly with the viewers, asks questions and gives positive feedback after each choice. Depending on the selection, the viewer is taken down a different path, so that at the end of the show he or she can admire the outfit he or she has put together and, of course, store it directly via a hotspot. In this way, you become involved, can get a realistic picture of how the outfits look and develop a bond with the products.
By the way: the integration of hotspots that take customers directly to the online store is always a good idea (from a marketing point of view), because if the video was able to inspire,

impulse purchases

are not unlikely. The lower the hurdles to purchase, the more likely the purchase will be.

360 degree videos

In this type of video, the viewer's perspective is not fixed, but you can rotate on your axis, so to speak, and view the space or product

from any angle

. This type of video marketing is not only suitable for the real estate, tourism, etc. industry, but offers

potential for any type of product

. Whether you want to show your customers the latest sneaker in all its facets, give them a glimpse into the interior of a car, or take them into your store or production halls, 360° videos let you look deeper. A

3D world

inspires, makes your products seem more real and involves your customers through the choice of perspective.
In this video of the United Nations, climate change is explained in a 360° video. Check it out!](https://res.cloudinary.com/hvioxpubt/image/upload/v1638090091/cms/various/climate_change_eetrfz.jpg)
360° videos are also a great option for

explanatory videos

and could even have the potential to replace hotlines in this context. Customers would rather spend an hour online looking for information about a product than dial a number. 360° videos, which can of course also be combined with hotspots and branching, offer a new way of analyzing customers' problems in detail and providing them with a direct, clear solution.

Multi-stream

Less interactive, but more innovative is this music video by Major Lazer. Two

parallel film tracks

are implemented once as a real world and once as a dream world. During the video, you can switch back and forth between the two perspectives yourself as you please.
The same scene is staged differently in parallel video tracks. Click here to watch the video. ](https://res.cloudinary.com/hvioxpubt/image/upload/v1638090184/cms/various/Major_Lazer_tabmkn.jpg)
Not only can you spice up music videos, but videos with two image tracks are also suitable for your marketing campaign.
For example, you can highlight the

benefit of your product

by demonstrating an action in one video track without and in the other with your product. Alternatively, you can use different perspectives, angles of different people, and different times of the year or day as the basis for your multi-stream video. The audio track can (but does not have to) be used for both video tracks.

E-Learning

There are many reasons why interactive video is an effective tool for e-learning. Three of them are the following:
  1. images are more effective than text
  2. videos are more effective than pictures
  3. Interactive videos are more effective than ordinary videos.
Interactive videos offer a lot of potential due to the possibility of adaptive learning.

Adaptive learning

means that the video adapts to the knowledge level of the person learning. For example, a question or a small quiz at the beginning of the video can be used to query the level of knowledge. Depending on the answer (pattern), the person is forwarded to the appropriate part of the video. In this way, beginners can complete the entire video, while advanced learners can skip passages in the video.
This has the pleasant side effect that you don't bore the learners and they stay longer on the ball instead of aborting the video. Enrich your explainer videos with interactive elements like small questionnaires, multiple choice quizzes, drag and drop tasks and more! Such learning and comprehension questions deepen what is learned.
As explained above, own actions are better remembered than the pure provision of information. This, of course, plays an essential role in the context of learning. By making your e-learning video interactive, you thus stimulate

learning-promoting cognitive processes

and ensure better memory performance. In this way, you are guaranteed to achieve a better learning effect.

Tips for e-Commerce

  • Use the possibilities of interactive videos to convince your customers with innovative ideas, to give them the feeling of being able to participate and to strengthen the

    connection to your brand

    .
  • Connect the interactive video to your

    online shop

    to give customers the opportunity to act on it. This can be easily achieved by using clickable fields during or at the end of the video.
  • Give your customers the opportunity to interact and share the video with others. Did you know that videos generate 1200% more shares than text and images combined?

    Social media

    is the perfect platform for this.
  • Let your imagination run wild when it comes to the design of your interactive video. Choose a variation that fits your brand or product.
Of course, you should always be aware of which target group you are addressing. Through interactive videos you will reach especially the

generations Y and Z

, as they are the most active on platforms like instagram, youtube and facebook.

In a Nutshell

Interactive videos allow you to increase customer engagement, reach and purchase intent through a toolbox full of interactive elements. But users also benefit on social networks through a greater fun factor from interactive videos.
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