What is it, The Benefits, and More
In the wake of the digital age, more and more of our reality is being translated to digital formats. From the way we shop to the way we communicate and build relationships, the digital world is where the future is going.
While social media has paved the way for content creation and that value that it so obviously provides, new waves of media are being introduced on a consistent basis. One of those new waves of media. Interactive video…
Throughout this article, we’ll be discussing what interactive video is, how it can be beneficial for businesses, and what platforms can be used in order to produce such content.
Interactive media is the future, or at least, a part of it. If you don’t jump on it soon, you’ll quickly fall behind the curve, unable to adapt with the times. As a business, especially online, it’s imperative that you become acutely aware of the ongoing developments in the digital marketing space.
Interactive video just so happens to be one of those developments…
What is Interactive Video?
Otherwise referred to as ‘IV’ in the digital workspace, interactive video is simply a type of digital video formatted in such a way that allows consumers of the video to interact and take action during viewing.
Depending on the type of interactive video being presented, users have the ability to click, drag & drop, hover over, converse, and customize variants of the video in order to illicit a desired action. This is, in short, what it means to interact with an interactive video.
The primary purpose of an IV? You guessed it! Engagement.
While we’ll delve into the benefits of why a business would use interactive video as a means of marketing shortly, simply put, an IV produces more engagement than a standard linear video.
For those with a keen understanding of digital marketing, you know that engagement increases conversion rates, and conversion rates ultimately boost the bottom line of your business.
Interactive videos, however, are fluid, with several unique types…
Types of Interactive Videos
As mentioned, while there’s a skeleton definition of what an interactive video is, there are several types of IV’s, each offering their own unique methods and tools of interaction.
Below are the four (4) most common types of interactive videos:
- Conversational
- Clickable (a.k.a. HotSpots)
- Exploratory (a.k.a. 360 Degrees)
- Customizable (a.k.a. Branched Stories)
Depending on the desired action of a business or the preference of a consumer, a given type of interactive video may be more suitable than another. Nevertheless, all types provide similar functionality and intent, each effective in their own way.
The Benefits of Using Interactive Video
Like any effective marketing tactic, implementing interactive video as part of your content marketing strategy can be an extremely advantageous approach to boosting engagement, conversion rates, and retention rates, among the KPIs.
Moreover, because today’s digital world largely focuses on visual media, there’s no better way to create visually appealing content that provides value to the consumer than interactive video.
Lastly, because of the rapid progression of tech in recent years, consumers are becoming more and more demanding, largely expecting to be in control of what they consume. With IV, you can provide that. Unfortunately, for many businesses, interactive video production is a skill they have yet to acquire.
Lucky for you, you’re reading this article, so get a jump on your competition and become fluent in all things interactive as timely as possible so that YOU can be an industry authority in interactive, visual media.
Below are the various benefits of using interactive video and why your business should consider its implementation:
- Promotes User Learning
- Boosts Engagement and thus Retention
- Improves Conversion Rates and thus the Bottom Line
- Acts as a Versatile & Effective Piece of Content
- It’s Device Friendly (i.e. Desktop, Laptop, Mobile)
Interactive video provides a new means of consuming content, learning, and promoting, among other things. Now, not only do you watch, but you can interact! This is extremely beneficial in multiple professional facets, as well as leisure ones.
First, as mentioned, IV is an extremely effective tool for learning and training for businesses. Second, it’s ideal for consumer engagement and interaction. Lastly, it’s simply a step up from traditional media; an outlet for creativity and innovation.
In summary, the benefits of IV are vast. Jump on the band wagon and see for yourself!
Interactive Video Platforms
If you’ve since been convinced of the value and necessity of interactive video, you’re likely wondering how to begin to produce such media. If so, you’re thinking in the right direction!
While interactive video is certainly a desired skill that needs to be developed, platforms and software companies have developed tools that make it easy to understand and even easier to produce.
Below are several examples of interactive video platforms:
- MindStamp
- WireWax
- HiHaHo
- Amazon IVS
- Vidzor
- StoryGami
- Wootag
- Adventr
- Touchcast
- Cinema8
While we won’t be going into detail regarding specific interactive media development platforms, hopefully the list above will provide you with a springboard into your own research into the amazing world of IV!
Interactive Video Examples!
Before we part ways, I thought I’d share with you some pristine examples of interactive videos used by some of the largest brands, music artists, and organizations in the world. By observing these examples, you’ll hopefully gain an even clearer understanding of what IV looks like in practice and how it can truly be a high-quality production for your content strategy.
Of course, you don’t need to go to the extent to which what some of these companies went to, however, it’s always best to see with your own eyes in order to learn and understand the world of a given topic.
Here are a few great examples of interactive video!
And that’s a wrap!
If you’re ready to talk about a video marketing campaign, schedule a complimentary strategy session with us today.
