In a typical passive video, viewers can play, pause, or forward the content. But interactive videos allow the viewer to interact with the story and even decide the path to go, creating high engagement moments.
Consumers watch interactive videos differently because they feel within an immersive experience that shows elements like quizzes and hotspots. These are unique items that grab their attention.
Taking advantage of personalization is a big plus since viewers are keen to pay attention to content that is relevant to them. This strategy is a secure road to higher click-through rates and better engagement levels.
Whether your video is about marketing, sales, education, or human resources, interactive videos significantly boost viewer engagement.
And although most brands are using video to connect with consumers, today interactive videos offer an excellent opportunity to stand out from the crowd. As a rule of thumb, consider the click-through rate of interactive videos higher up to 10 times than a regular video.
The process to make an interactive video requires work but is not difficult. Your conversions will increase with a good strategy, the right tools, and following simple steps.
We have written a basic six steps guide to help you with the process. Check them out:
Planning is fundamental to getting reliable results. Concentrate your efforts on storytelling, who is your target viewer, what you want to communicate, and which is the best approach.
Write a script for each element of the video, and if you decide to use branching, you will also need a script for every branch.
Prepare written and graphic content for buttons, overlays, hotspots, and every interactive element you plan to include in the video.
2-Shoot your video
You can shoot your own video using any commercial editor available, like Filmora, DaVinci Resolve, Adobe Premiere, or Camtasia.
On the other hand, many web-based platforms feature pre-built templates and drag-and-drop editors to make a video. These are based on a monthly subscription and allow you to produce a video in minutes. You can try Wave , Biteable or Animoto.
Check our article Best Video Marketing Software to find out more about web-based platforms.
3-Choose your interactive video platform
Once you have your video, you need to upload it to interactive video software to add interactive capabilities like buttons and hotspots.
You can choose among enterprise-focused video platforms like Wirewax, Vixy, and Smartzer with lots of features, including transcription and editing.
But many other options provide an excellent cost-benefit relation, like Spott, Adobe Captivate, and Mindstamp, to name a few.
Check our article about Best interactive video platforms and pick the platform that suits your needs. Notice that some also offer free trials, so you can evaluate them and learn the ropes.
4-Add interactive elements
When you are logged into the interactive video platform, you can start adding interactive elements. Most platforms feature drag-and-drop dashboards to make this process quite straightforward.
There are many options for interactive elements:
Buttons: Add clickable buttons throughout the video to drive actions.
Images: Add images to enrich viewers' experience. Product images, charts, or specifications can guide the customer to the appropriate stage of the funnel.
Hotspots: Add fixed hotspots (to a fixed position on the screen) or sticky hotspots (these stick to moving people or objects and get a much higher engagement rate)
Quizzes: Embed multiple-choice questions to test viewers' knowledge or provide them with an assessment.
Quizzes are a superb tool to gather consumer data and increase further personalization.
Forms: Add input forms where viewers can enter their information to subscribe to a mailing list or get viewer data.
Branching: This is one of the most exciting features of interactive videos and allows viewers to choose which content is relevant to them.
If you decide to use branching, Twine is free software helpful in designing branching scenarios within interactive videos to build stories.
Product overlays: Add product images to take viewers to a sales page or a detailed product description.
5-Publish your video
When you preview the video and consider it is finished, you are ready to publish it. The platform will provide a link that you can copy to your website to embed the video.
If you are thinking about creating an interactive video to publish on YouTube, consider that YouTube does not support interactive video features, like hotspots, clickable links, and branching. You can upload each branch of your story as an individual video and link them up.
YouTube allows a maximum of 4 video cards on an end screen. This means you can give the viewer up to four options at the end of every segment.
If you choose to do this, only promote your first video, and hide the others from your listing to ensure the viewer starts from the beginning. Also consider that if you have a video shorter than 25 seconds, or is classified as "Made for Kids" YouTube won´t allow to create links on it.
On the other side, Vimeo provides an advanced set of features to publish an interactive video on their platform. At the time of this writing it is only available to enterprise users.
6-Track your results and adjust your strategy
In a regular passive video, you can only measure views. Still, it is impossible to know engagement and what part of the video work for the consumer.
Interactive video is different because these platforms track every interaction, click, and conversion.
This valuable information allows you to fine-tune your strategy and adjust your video content according to consumers' behavior. And since many interactive video platforms provide useful integrations, you can collect customer data to improve personalization.
The era of personalized experiences is here, and technology makes it possible to get a detailed picture of your viewers' interactions.