07 Feb 23 | 10:40:48
Now, interactive video is a much more frequent in media. But what is an interactive video, especially in the context of marketing? Does it make sense for you to dive into this world with your audience?
If you’re curious about this popular tool, you’re in the right place.
In this article, we’ll cover how interactive videos work and whether it’s worth investing in them as part of your marketing strategy.
Many B2C companies use clickable elements (or hotspots) for shoppable links to create unique shopping experiences that connect their e-commerce websites to these interactive videos. Motion detection technologies brought this function to the next level by making a button follow a moving item on the screen.
Similarly, you can have viewing branches or alternative endings on these actionable videos where viewer participation is required. These ‘choose your adventure’ videos have been highly successful on popular video streaming platforms over the last few years.
You can also have quizzes, extra pop-up screens called overlays, video-in-video views, and so much more with interactive videos.
There are several companies that provide interactivity solutions for videos, and here at Podymos we love using the Vimeo studio.
However, interactive video creates an entirely different experience where you can view the content in multiple ways. It’s a much more engaging experience to participate in a video, as opposed to passively watching one.
According to Demand Metric, interactive content generates two times more conversions compared to passive content. Another study showed that 81% of participants agree that interactive content grabs attention more effectively than static content.
Interactive videos are therefore a perfect way to quickly boost marketing efforts. They can be used to create trailers, product videos, shoppable videos, internal training videos, external educational videos, demos and more.
Dana Harder from Content4Demand says
“The biggest benefit that I see with interactive is really around the measurement of content. If you think of the static experience, at some point they download a PDF and that PDF goes into a folder on their computers and we have no idea what happens after that. You don’t know if they actually opened and read it. Once you make the experience digital and interactive, all of a sudden you have contact consumption data you’ve never had before.”
Currently, there are many platforms that offer interaction tools, and their pricing varies.
But the costs are not only about the platform. Video production is the first step in any interactive video project. If you want to learn more about video production costs, you can read our article here.
Mapping out the experience is possibly the most time-consuming step of the process. After deciding on a clear goal and target audience, the viewers’ journey should be determined, including all the paths and turns one can take in an interactive experience.
These videos are not the most affordable; however, they can be extremely valuable. According to research by Content Marketing Institute, 79% of participants agreed that interactive content can have reusable value, resulting in repeat visitors and multiple exposures.
With that said, every interactive video project needs to be priced according to video length, possible paths, the complexity of interaction tools and so on. As a guide, interactive videos start from £2,500 on top of the base filming costs.
If you’d like to find out what your project could cost, don’t hesitate to contact for an estimate.
Despite the great statistics surrounding conversion, interactive video does have its downfalls.
Obviously, price is a huge factor. They’re not cheap, so it’s not a decision to take lightly.
It’s also worth mentioning that interactive videos cannot necessarily be embedded on every platform, meaning an interactive video will only be interactive on the platform it was created on. In other words, if you download an interactive video from Vimeo for example, it will no longer be interactive (as of January 2023).
You’ll need to consider how would be best to distribute any interactive videos and what role they will play as part of your larger overall marketing strategy.
Podymos is a healthcare marketing agency, specialising in downstream Medical Device marketing.
We’re more expensive than non-specialised agencies and freelance teams because we only work in the Medical Device space so we have specialist knowledge and experience that other agencies may not be able to offer you.
not be able to offer you. If you want high-quality, compliant campaigns that help achieve your business goals, we’d love to hear from you. Simply leave us your contact details below and we’ll get back to you very soon for a no obligation chat.
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