How interactive videos can boost your blog's engagement

How interactive videos can boost your blog's engagement

An interactive video can boost your marketing strategy by allowing users to make decisions while watching. This helps you raise conversion rates and sales.

Do you really know what your customers want? If you’re already into marketing, you probably know that strategies are all about knowing users well in order to communicate appropriately. 

But the main thing is: how do you collect data from them?

So, what if you could monitor every choice your customers make while interacting with your brand? 

This way, you could truly know their preferences, what they’re interested in, and never miss an opportunity to sell something. 

Well, we happen to have some great news: you can do this with interactive content. More specifically, interactive videos. 

They represent an evolution from conventional, linear videos, and they are here to stay. So, it’s necessary to understand how they work and use them to boost your marketing efforts.

Information gathering is only the tip of the iceberg regarding the benefits you can get by using this kind of video. There’s much more to it. Do you feel like learning more about that topic? Stay tuned!

What is an interactive video?

A video is a modern, engaging type of content that blends audio and visuals, as you already know. An interactive one, on the other hand, is a video that requires active participation from users.

They not only watch the piece but have the power to decide what’s going to happen next.

That means they can answer questions while watching, click on links, fill out forms, drag things, and scroll to control what they will see. You can do pretty much anything with this kind of content, which is why it’s so successful nowadays.

It’s well-known that many people have been leveraging videos for marketing lately. According to HubSpot, 81% of businesses apply them as an effective marketing strategy.

After all, the same study shows that 72% percent of customers prefer learning about a topic via video. Nevertheless, you can go even further by adding interactivity to your audiovisual pieces. 

Many brands are already starting to experiment with that. They are dealing with 360-degree videos, quizzes, hotspot links, and many more. Don’t worry about the variety, though: we will talk about the different kinds of interactive pieces later on.

Imagine your user wants to know more about a pain point they have. Let’s say they Google the problem and find several links to possible solutions.

After viewing a few pages, the user starts to realize they need to watch lengthy videos and wait a lot to learn about what they wanted to know.

That’s what happens every day. Many brands still rely on traditional videos and require much more effort from their users. 

But what if they could learn something while also experiencing an immersive, game-based experience? That’s when interactivity comes into play.

The users will control the content, and they will find out whatever they’re looking for easily. By just going after their interests and making the right choices, they save some time.

This way, companies can reduce abandonment rates, which are a problem that everyone is facing.

Since people don’t want to waste time, they are unlikely to finish a long, traditional video. After all, it’s a lot of talking, and they are only doing the watching.

Instead, with an interactive video, you get the user to become the author of the story in a way that they will never get bored.

The key aspect of interactivity is personalization. Since customers make decisions while watching the video, you can deliver a specifically tailored piece to their wants and needs. They can change the perspective and the content to see the video in the best way for them. 

Also, every choice for them is an opportunity to control the video and influence the visuals; although, every option for you is data. That’s right. You get a rich set of insights into their preferences.

With that kind of data, you can personalize other communication strategies, such as emails, as part of your email marketing strategy. You will learn more about them and have the chance to answer the main questions they’ve been asking. 

Main types

So, it’s time to specify what we’re addressing here. The following are the main types of interactive videos you can use to leverage your marketing.

One of the most talked-about types is certainly Branching. In this one, users will have an option to choose among different paths. Each path will lead to a different storyline and, ultimately, to the piece’s end. 

If the first question is whether they prefer 1 or 2, by choosing 1, they will enter a whole new universe of ideas and concepts. By going with 2, they will see something completely different, until the very end. This line of thinking continues with every possible choice.

You use branching for storytelling purposes since it’s a very convenient way to tell a story, just like in a game.

It can be an educational piece, for example, that will inform more about the topic they want to explore. Remember: the sky is the limit when it comes to what you can do with videos.

There’s also the Shoppable Video, essential for e-commerces. You can allow users to click and add products to their cart.

Source: Spott

The video can display prices for each item to help them decide. Also, they can pretty much start buying anything directly. You can use links or forms, for instance.

Finally, we have a video quiz, which is a version of the traditional quiz. With this type, users can answer your questions and move forward to the end. You can even reward them by the end if their answers are correct. 

When it comes to talking to different people rather than customers, businesses use interactivity for employee onboarding. For instance, Deloitte has made a remarkable example that you can check and freely interact with.

What are the benefits of interactive videos?

Now, we’re about to dive into the benefits of using interactive videos as a strategy. 

Personalized Content

As we’ve mentioned, personalization is the key to interactivity. This becomes an advantage when you see the effect and impact it has on people. When you personalize, you tend to talk to them in a friendlier way, thus increasing their trust. 

Also, how can you forget or ignore something so unique and tailor-made for you? It’s almost impossible. The content includes what the users are dying to find out. So, they can’t just skip it.

Customers will then feel the need to keep talking to your brand because they know that this relationship will be beneficial. 

If your company wishes to stand out from the crowd and deliver a remarkable, excellent experience for people out there, you have to focus on personalization. This is effectively a shortcut to speaking directly with your customers, without distractions and noise. 

Are you still wondering if personalized experiences are important? Well, Epsilon’s research shows that 80% of customers tend to buy more when brands use personalization.

So, let’s move on!

Sharing

Videos are highly shareable. That’s a fact. 

People engage with those pieces, and they connect so much that they can’t just keep it to themselves.

So, customers tend to help you bring more people into the sales funnel by spreading that around. In other words, you can increase brand awareness because more people will know that you exist.

That has to do with the fact that everyone wants to look cool in social groups. 

When you have a dynamic experience to share, you will keep everyone discussing it for a long time, instantly gaining notoriety in those who watched. 

Engagement

Engagement is such an essential metric to keep track of these days. It tells you how connected the customers are and how likely they are to keep talking to your brand and eventually buy. The good news is that interactive videos can help you boost this KPI quickly.

Source: Interactive4Video

By using personalization to keep viewers interested, you can keep them engaged throughout the entire video. That means longer view times as well.

After all, they will be asking questions, deciding on what will happen, clicking things to change perspective, etc. They won’t stop for a second. By giving them something to do, they will engage. 

That translates into less abandonment as well. Studies show that 64% of viewers are more likely to finish a video when there’s interaction.

Loyalty

When doing all of that, you can also increase brand loyalty. If you choose to speak with users in a more personalized way, creating experiences they won’t easily forget, they will return to you by becoming loyal. That means they will come back for more: videos, products, and solutions.

That’s the key to creating a long-term relationship between people and brands. Loyalty allows them to understand that your business is reliable.

Analytics

What about analytics? As we’ve said before, interactive videos are vital for providing data on customers and everything you need to know about them.

You will have your eyes on Return On Investment (ROI), click-through rates, content reach, engagement, conversions, etc.

That is particularly good for decision-making. If you have tons of data to support your choices, you can avoid failure and leverage your efforts. 

At the end of the day, analytics gives you the basis to keep evolving and growing. 

Retention of information

Another benefit of interactivity in your videos is that it helps increase the retention of information. That’s especially important for your users because it represents a better way to learn more about something and use that knowledge afterward.

If you aim to educate your customers about a particular topic, interactivity is perfect for you. 

In this kind of piece, people can choose to personalize the content to their preferences in order to learn quickly and effortlessly.

The experience is better, so they will remember it and use that information when making the final decision: buying.

Better click-through rates

Interactive videos get click-through rates as high as 20%, which is way higher than the 2% of linear videos. 

That means it’s harder to ignore content that promises a dynamic experience. For you, this translates into higher revenue, more conversions, and, as we’ve said, brand loyalty.

Again: interactive videos are here to stay. It’s almost impossible to overlook the power of these tools when it comes to bringing in more people and improving their satisfaction. 

So, you need to keep paying attention to this topic and learning more about the tools that help you produce that kind of content. This way, you will get the benefits mentioned above, thus optimizing decision-making.

Now that you know the importance of interactive videos, see the best tools to create interactive content

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