Interactive Video Marketing: A Complete Guide with Examples and Tips

Interactive Video Marketing: A Complete Guide with Examples and Tips




Video marketing is one of the most effective ways to reach and engage your audience. But with so much video content out there, how can you stand out from the crowd and capture your viewers’ attention? The answer is interactive video marketing.





Laptop screen showing interactive video with options and buttons
Interactive Video Marketing: A Complete Guide



Interactive video marketing is the use of digital videos which support user interaction to promote or educate consumers about a product or service through digital media. It’s a powerful marketing format that helps boost engagement and allows brands to reach their target audience in a unique way.



Person holding smartphone and watching interactive video with quiz question and answers
How to Use Interactive Videos to Engage Your Audience



In this guide, we’ll cover everything you need to know about interactive video marketing, including:


What is interactive video and how does it work?

What are the benefits of interactive video marketing?

What are the types of interactive videos and how to use them?

What are some examples of interactive video marketing campaigns?

How to create your own interactive videos?


What is interactive video and how does it work?


Interactive video is a non-linear form of media that allows viewers to engage with the video they’re watching by clicking on hotspots, answering questions, choosing their own paths, and other forms of engagement.


In interactive video marketing, digital videos are made in a conversational, actionable, and measurable way. Interactions with the video, as a result, lead viewers to find or customize the product or service that best meets their needs.


Interactive video works by using various elements and tools that enable user interaction. Some of these elements include:


Branching: This allows viewers to choose their own path when watching a video and decide what they will watch next. For example, a branching video can let viewers select different products, scenarios, or outcomes based on their preferences or goals.


Hotspots: These are clickable areas within a video that allow viewers to discover something new in the video. For example, a hotspot can reveal more information about a product, show a pop-up message, or redirect viewers to another webpage.


Polls and quizzes: You can engage your audience with questions related to the content in your video. For example, a poll or quiz can test your viewers’ knowledge, collect feedback, or offer personalized recommendations based on their answers.


360-degree view: This allows viewers to immerse themselves in the video and get an augmented reality experience. For example, a 360-degree view can let viewers explore a location, product, or event from different angles and perspectives.


Gamification: This adds an element of fun and challenge to your video by rewarding viewers for completing certain actions or tasks. For example, a gamified video can offer points, badges, or prizes for watching the video, answering questions correctly, or sharing the video with others.



Collage of different interactive videos from various brands and industries
Examples of Interactive Video Marketing Campaigns



What are the benefits of interactive video marketing?


Interactive video marketing offers many benefits for both marketers and consumers. Some of these benefits include:


Higher engagement: Interactive video can capture and retain your viewers’ attention better than passive video. According to a study by Spiel Creative, almost 90% of marketers surveyed noted a growth in their online sales after incorporating interactive video, and over 85% said that they would create more interactive videos in the future.


Better conversion: Interactive video can help you generate more leads and sales by guiding your viewers through the buyer’s journey. By offering relevant choices and actions, you can increase your viewers’ interest, trust, and loyalty towards your brand. According to Wyzowl, 23% of marketers say that interactive content is one of the most effective lead generators.


Deeper insight: Interactive video can help you learn more about your audience by collecting valuable data from their interactions. You can use this data to measure your video performance, optimize your marketing strategy, and personalize your communication with your prospects and customers.


Video camera and clapperboard with the words “Interactive Video” written on it
How to Create Your Own Interactive Videos



What are the types of interactive videos and how to use them?


There are many types of interactive videos that you can use for different purposes and goals. Here are some of the most common ones and how to use them:


Product demos: You can use interactive videos to showcase your product features and benefits in an engaging way. You can let your viewers explore your product from different angles, zoom in on details, compare options, or even try it on virtually. This can help you increase your product awareness, educate your customers, and drive more purchases.


Storytelling: You can use interactive videos to tell compelling stories that resonate with your audience. You can let your viewers choose their own adventure, influence the outcome of the story, or interact with the characters. This can help you create an emotional connection with your audience, increase your brand recall, and inspire action.


Educational: You can use interactive videos to teach your audience something new or useful. You can let your viewers test their knowledge, get feedback, or access additional resources. This can help you establish your authority, build trust, and nurture leads.


Entertainment: You can use interactive videos to entertain your audience and make them laugh. You can let your viewers play games, watch funny scenarios, or create their own content. This can help you boost your brand awareness, generate buzz, and encourage social sharing.


What are some examples of interactive video marketing campaigns?


To inspire you further, here are some examples of interactive video marketing campaigns from different brands and industries:


Glass Animals: The indie rock band used user-generated content to create an interactive music video for their song “Dreamland”. They asked their fans to submit videos of themselves dancing along to the song using a custom app. Then they used an AI algorithm to stitch together thousands of clips into one seamless video that lets viewers switch between different dancers at any point.


Lancome: The beauty brand used augmented reality shopping to create an interactive video campaign for their lipstick line “L’Absolu Rouge”. They partnered with YouTube influencer Michelle Phan to create a tutorial video that lets viewers try on different shades of lipstick virtually using their webcam or smartphone camera. They also added a buy button that redirects viewers to Lancome’s website where they can purchase the product directly.


Sweet Digs by Eko and Refinery29: The media company used branching stories to create an interactive series that showcases different women’s apartments in New York City. They let viewers choose which apartment they want to explore next by clicking on different doors on the screen. They also added hotspots that reveal more information about the women’s lives, personalities, and style choices.


How to create your own interactive videos?


Creating your own interactive videos may seem daunting at first, but it’s actually easier than you think. Here are some steps you can follow to get started:


Define your goal: Before you start creating your interactive video, you need to have a clear idea of what you want to achieve with it. Do you want to increase awareness, educate, entertain, or convert? Who is your target audience and what are their pain points, needs, and interests? How will you measure your success?


Choose your type: Based on your goal and audience, you need to choose the type of interactive video that best suits your purpose and message. Do you want to use branching, hotspots, polls, quizzes, 360-degree view, or gamification? How will you structure your story and script?


Select your tool: To create your interactive video, you need to use a tool that allows you to add interactivity to your existing or new videos. There are many tools available online, such as Flux Panda, Wyzowl, Eko, and Outgrow, that offer different features and pricing plans. You need to compare them and choose the one that meets your needs and budget.


Design your elements: Once you have chosen your tool, you need to design the elements that will make up your interactive video, such as buttons, pop-ups, questions, answers, etc. You need to make sure they are clear, relevant, and consistent with your brand identity and tone. You also need to test them for functionality and usability.


Publish and promote: After you have created your interactive video, you need to publish it on your website, social media platforms, email campaigns, or other channels where you want to reach your audience. You also need to promote it using various tactics, such as SEO, paid ads, influencer marketing, or word-of-mouth.


Conclusion


Interactive video marketing is a great way to stand out from the crowd and engage your audience in a unique way. It can help you increase engagement, conversion, insight, and loyalty towards your brand.


By following the steps above, you can create your own interactive videos that suit your goals and audience.


Ready to get started?


Check out  some of the tools we mentioned and unleash your creativity!


FAQs


What are the three types of interactive videos?


There are many types of interactive videos, but some of the most common ones are:


Branching: This allows viewers to choose their own path when watching a video and decide what they will watch next. 


Hotspots: These are clickable areas within a video that allow viewers to discover something new in the video.


Polls and quizzes: You can engage your audience with.


What is meant by interactive video?


Interactive video is a non-linear form of media that allows viewers to engage with the video they’re watching by clicking on hotspots, answering questions, choosing their own paths, and other forms of engagement.


Interactive video marketing strategy


An interactive video marketing strategy is a plan that outlines how you will use interactive videos to achieve your marketing goals and objectives. It includes:


Defining your target audience and their pain points, needs, and interests


Choosing the type of interactive video that best suits your purpose and message


Creating a compelling story and script that engages your viewers and guides them through the buyer’s journey


Designing the interactive elements that enhance your video and offer relevant choices and actions


Publishing and promoting your interactive video on various channels and platforms


Measuring and analyzing your interactive video performance and optimizing your strategy accordingly


Interactive video marketing examples


Some examples of interactive video marketing campaigns are:


Glass Animals: The indie rock band used user-generated content to create an interactive music video for their song “Dreamland”.


Lancome: The beauty brand used augmented reality shopping to create an interactive video campaign for their lipstick line “L’Absolu Rouge”.


Sweet Digs by Eko and Refinery29: The media company used branching stories to create an interactive series that showcases different women’s apartments in New York City.


Interactive video marketing ideas


Some ideas for interactive video marketing are:


Product demos: Showcase your product features and benefits in an engaging way and let your viewers explore your product from different angles, zoom in on details, compare options, or even try it on virtually.


Storytelling: Tell compelling stories that resonate with your audience and let your viewers choose their own adventure, influence the outcome of the story, or interact with the characters.


Educational: Teach your audience something new or useful and let your viewers test their knowledge, get feedback, or access additional resources.


Entertainment: Entertain your audience and make them laugh and let your viewers play games, watch funny scenarios, or create their own content.


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Interactive Video Examples


Here are some examples of interactive videos from different industries and purposes:


Netflix: The streaming service used branching stories to create an interactive movie called “Black Mirror: Bandersnatch” that lets viewers make decisions for the main character and influence the plot.


IKEA: The furniture brand used hotspots to create an interactive catalog that lets viewers explore different rooms and products in 3D and get more information or buy them online.


Duolingo: The language learning app used polls and quizzes to create an interactive podcast that lets listeners practice their Spanish skills by answering questions related to the episode.


Interactive Video Ads Examples


Here are some examples of interactive video ads from different brands and products:


Burger King: The fast food chain used gamification to create an interactive ad that lets viewers play a game of Whopper Tetris and win coupons for their burgers.


Honda: The car brand used 360-degree view to create an interactive ad that lets viewers experience driving a Honda Civic Type R on a racetrack from different angles and perspectives.


Skittles: The candy brand used branching stories to create an interactive ad that lets viewers choose between two bizarre scenarios involving Skittles.


Interactive Video E-Learning Examples


Here are some examples of interactive videos for e-learning from different topics and courses:


TED-Ed: The educational platform used polls and quizzes to create an interactive lesson that teaches viewers about the history of chocolate and its effects on the brain.


Khan Academy: The online learning platform used hotspots to create an interactive lesson that explains how fractions work using visual aids and examples.


Coursera: The online course provider used branching stories to create an interactive lesson that simulates a negotiation scenario between two parties and lets learners practice their skills and get feedback.


Interactive Video Website Examples


Here are some examples of interactive videos on websites from different niches and purposes:


Airbnb: The travel website used 360-degree view to create an interactive video that showcases different destinations and experiences that travelers can book through their platform.


Spotify: The music streaming website used branching stories to create an interactive video that celebrates the year in music and lets users discover new artists and songs based on their preferences.


Nike: The sports brand used hotspots to create an interactive video that features different athletes and products and lets users learn more about them or shop them online.


Interactive Video in Education


Interactive video in education is the use of interactive videos to enhance learning outcomes and engagement for students. It can help teachers:


Deliver complex or abstract concepts in a more visual and interactive way.


Provide personalized feedback and guidance for students based on their responses.


Increase student motivation, participation, and retention.

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