Technology and the democratization of information have allowed the user’s role to shift from being passive to active, from listening to demanding, from observing and being able to shape their experiences.
On the one hand, consumers are looking for brands to address them personally. On the other hand, brands need to know and then satisfy consumers on a personal basis. For brands, communicating personally has always been costly and complex. From the point of view of the consumer the content that does not connect him and does not immerse him in the action, was not created for him.
In this context, and especially in recent years, online video has experienced exponential growth. Facebook, Instagram and Twitter, have had to adapt to give the role that their users demand. And is that its capacity as a format to tell stories of any kind has not been overcome. It allows synthesizing a lot of information in a short time, combining image and sound and with it transmit all kinds of emotions, which explains in part why for brands and users, has been the preferred.
In spite of all this the video is not quite perfect. For a world that is increasingly thirsty for personalization, classic video falls short. To pause, to advance and to retreat, are not exactly the type of interactions that allow to personalize a history that usually is linear, continuous and narrated from a point of view.
Under this scenario, an interactive video opens up more and more space in the digital ecosystem. Keeping the best of the “traditional” video, but allowing the “input” of the user; Making him participate in interacting with history; Reproduce a particular section, add your data to get something more personal, answer questions, click on some section of the image to reveal something extra and a long etc.
In addition, the interactive video helps solve one of the marketer’s major challenges. In a survey conducted in the US by TrackMaven, published by Emarketer, 65% of respondents agree that measuring content performance is the most important measure of a campaign’s success, and the truth is that the metrics that the platforms throw to measure such performance, are very limited. The interactive video, unlike the traditional one, allows us to integrate metrics for each of its interaction components and thus to appreciate in much more detail that or does not work, to reveal much more information about the user and with all this, to be able to optimize said content with more precision.
If the video has been a leader format in terms of engagement, the interactive video is ideal to increase it.
- In a study conducted between Brightcove and Demand Metric, 66% of participants agree that interactive video engenders greater engagement. It has even been reported that compared to pre-roll campaigns, interactive video can generate up to 591% more total user activity and up to 20% more conversions.
- 20% of the survey participants already use it and the other 12%, although they are beginners, are already beginning to use it. It is important to note that although a third of the respondents say they do not have the budget to execute it, when asked about the main challenges in executing it, costs are in tenth place.
In that study, the main benefits of interactive video are classified.
It also reveals that getting engagement and educating (eLearning) to the client are the two main applications that have been given to the interactive video.
If you agree with us that it is worth trying the format to maximize the budget in terms of engagement, conversion and audience knowledge, contact us.