Interactive Videos Campaign: Engaging Audiences In A Clickable World
Traditional linear videos are not enough today to hold the attention of the viewers, making it vital for companies to embrace an Interactive video campaign. Interactive videos allow viewers to interact and engage with the content featured in the video, creating a user experience like no other. Viewers may click, drag, scroll, hover, gesture and complete other digital actions to interact with these videos. There are many types of functionalities you can build into an interactive video, clickable hotspots being one the most popular ones.
Use of hotspots in interactive videos
Hotspots basically are clickable areas within a video. They can be incorporated more than once, in the form of callouts, links or buttons. Clicking on them may reveal more information or content within the video, or redirect the viewers to another webpage, PDF file, external video, etc.
Hotspots are clickable elements that allow viewers to interact with content without breaking its flow. Hence, they are a perfect interactive video format that allows brands to capture the attention of the target audience and retain engagement. Such hotspots might appear statically on the screen in a fixed area or can be attached to an object on the screen.
Use interactive videos to further engage with the target audience
With the help of interactive videos, consumers are able to actively engage with a brand on a personal level and participate in a genuine conversation based on their responses. This innovative form of video content empowers viewers to interact directly with the material, resulting in a unique user experience. Interactive videos are characterized by their dynamic nature and personalized approach, making them an ideal tool for optimizing the marketing strategy of any brand. A significant number of consumers in today's digital landscape favor interactive video content over traditional formats because it grants them control over the information they access and when they access it. Incorporating interactive elements like buttons, hotspots, questions, and forms into marketing and sales videos can significantly enhance engagement. It can help brands to:
Qualify leads: Improve customer engagement and help segment the target audience by asking questions and driving actions.
Digitize the sales process: Capture information and move contacts through the funnel on the basis of their interests.
Educate customers and prospects: Training videos and demos can be used to drive higher engagement, deeper learning, as well as verification of understanding.
To be engaging, videos must first be relevant
While today there are cutting-edge Interactive video editor and innovative interactive video formats available, brands must make sure that the content they create is truly relevant to the customer's interest and concerns. Only then brands can develop a strong and memorable connection with the target audience.
Interactive elements shouldn’t be added to videos just for interactivity’s sake. Each of these elements must serve a purpose that benefits both the consumer and the brand. A consistent pattern observed in interactive video marketing is that after the initial viewer engagement, the likelihood of subsequent engagements significantly rises, often accompanied by a notable increase in purchase intent. However, this shall only happen if the video is relevant to customer interest.
