A successful interactive video, whether it’s an image film, commercial or explainer video, captivates viewers within the first few seconds. Good storytelling, interesting content and exciting, unusual perspectives. These are the ingredients that will excite the target audience from the very beginning and motivate them to watch the entire video. In addition, an innovative video design that also makes use of interactive elements goes down very well with the younger generation in particular.
Interactive videos encourage viewers to actively shape the video event instead of just passively watching. Impressive 360-degree scenes, various selection and playback options guarantee that interested viewers are happy to stay involved. As if by magic, you also increase the interest in your company and your brand. In this article, we’ll tell you everything you need to know about interactive videos.
What actually is an interactive video?
Interactive videos are movies that actively engage viewers and prompt them to take certain actions. With these interactions, a 2-way communication is created, resulting in a positive, lasting learning effect.
The technology for video formats in which elements can be clicked is actually not new:
- Interactive menus: Remember when you used to watch DVDs (quite a few years ago)? Then the interactive selection menus should look familiar to you. While you can select the individual chapters, a short preview of the respective scene appears in the background. This is nothing more than an interactive video. Nowadays, interactive infographics and hidden object images are popular communication forms of interactive videos in the corporate context.
- Video-based PC games: FMV (Full Motion Video) Games” such as Gabriel Knight, Contradiction or Late Shift also work on the same principle. Here you can usually choose between several options and thus significantly influence the plot of the game.
- Websites: Interactive videos can now also be embedded in websites. However, this requires mandatory knowledge of HTML5, the fifth version of the proven Hypertext Markup Language. Alternatively, you can also use YouTube or Vimeo to implement interactive videos and embed them practically in your website.
- streaming providers: But various streaming services have also discovered this trend for themselves. A very successful example was the Netflix production “Blackmirror Bandersnatch,” which allowed viewers to have a say in the film’s plot and was a huge success.
In short, any video where you have a say in what content you get to see is an interactive video. There are no limits to your imagination. Whether it’s an interactive explainer video, e-learning video, or commercial – and the extent to which you let your viewers interact with the video – is entirely up to you:
- Tour: You want to show your customers your company site or production facility? How about an interactive 3D tour, for example?
- Employer Branding: Are you looking for qualified employees? Create an interactive recruiting video and have candidates solve problems or answer questions.
- Product demo: You want to show the different application possibilities of your product without making your video too long? An interactive product video gives your target audience the opportunity to access the desired content themselves.
Interactive videos: An overview of the different types
Interactive 360 degree videos
This modern video design is perfect if you want to depict complex storylines, landscapes, buildings or social situations in great detail. Through the targeted incorporation of interactive elements, viewers have the opportunity to repeatedly discover new details from unexpected angles. In the middle of things instead of just being there – that’s the motto of interactive 3D videos. Lipton, for example, offers a completely new perspective: to advertise its matcha tea, the tea producer lets its viewers dip into a tea cup.
Multiple Choice Videos
Want to find out if a person meets all the qualifications for a particular job? Or you want to impart knowledge to your target audience on a specific topic or seek feedback? In this case, interactive video formats that allow viewers to answer questions are the way to go. A pleasant side effect is that people who receive the result of a test or questionnaire only at the very end are more inclined to stick with it.
Interactive explainer videos
With interactive explanatory videos, you get the viewer to actively participate in the learning process. For example, by presenting a selection of possible topics in the video, viewers can choose the learning content that interests them most. Studies show that interactivity positively influences learning readiness and the anchoring of learned content in long-term memory:
“One of the things we were able to show with our study is that the interactions within the interactive explainer film have an impact on the subjects’ interest in the topic and also lead to a greater increase in knowledge than media without interactions.”
Professor Peter Vorderer, Professor of Media and Communication Studies from the Institute for Media and Communication Research at the University of Mannheim, Study on Interactive Explainer Videos.
An example of an interactive explainer video can be found here: Smarthome explainer video
Different layers
Commercials and short films in particular like to experiment with this format. A slider above the video allows viewers to select which level of action in the video they want to see. For example, in a product video you can show the everyday life of a person once without and once with your product. The whole thing is too theoretical for you? Then take a look at the video for the song “Know No Better” by Major Lazor. Here you can switch between the dream world and reality at will via a small icon.
Interactive catalogs
The trend is away from printed catalogs and towards interactive formats: Trying on clothes virtually, exploring living landscapes interactively, or going in search of a new sliding door like in this video from LaCANTINA. Modern technologies such as virtual reality (VR) and augmented reality (AR) make it possible.
An “online catalog” with diverse selection options goes down much better with younger people in particular than a regular online store. Interactive shopping combines on-site shopping with online shopping on the sofa at home. Especially if you’re targeting teens or 20- to 30-year-olds, you should give interactive catalogs a chance.
Interactive image films
What could be better than showing a company from different angles? In an image film you can combine many interactive elements and link detailed information with different video sequences. This is how you strengthen your branding as an innovative and future-oriented company.
Custom video formats
Interactive technologies can be constantly reinvented, extended and reprogrammed. Whatever you can imagine is probably feasible in some form with interactive video and clip formats. The following commercial is particularly creative, where the influencer LaurDIY uses her reach to advertise a notebook from Lenovo. Viewers can click here to decide how the popular YouTuber’s day should go in concrete terms – all directly on YouTube.
The core of all interactive video formats is the different operable elements. In the following, we will go into more detail about the noteworthy interactive elements.
Interactive elements in videos: Effect and application examples
From a marketing point of view, interactive content fulfills one function above all: a well-made interactive video should improve the duration of viewing (viewtime) and make it easier to absorb the content. In addition, the goal is for visitors to associate only positive emotions with the brand.
For example, a gamified recruiting tool may not be well received by everyone. However, it is an excellent way to get a feel for the applicants in a setting that is as realistic as possible. Apart from that, they gain their first insights into the way your company thinks and works.
But that’s not all: Depending on the area of application, you can use other interactive formats for the production of your video.
Here are a few examples to inspire you with possible ways of implementing interactive videos:
Effective all-round view through 360-degree perspective
An interactive 360-degree video is the optimal format to offer the target audience a better understanding of your product. This way, with the help of an interactive 360-degree video, many consumer questions can be clarified at once. In this interactive video, interested parties can, for example, virtually visit the Holiday Inn Express hotel to directly convince themselves of the offer.
But National Geographic and the BBC also use this format to fulfill their mission as knowledge-giving media in a modern world. So BBC produced a video where you can learn interesting facts about a total solar eclipse using 360-degree perspective.
360 degree videos can also be a powerful marketing tool. This way you can offer your customers insights into your production facilities, almost as if they were on site themselves. What does a print shop look like? How does the filling of food into cans or jars work? What is the atmosphere like on a construction site? Such videos, as long as no animated elements are used, are relatively easy to shoot and upload to many video platforms. This makes them particularly user-friendly and more or less barrier-free: Anyone who can move a smartphone in a circle or drag the cursor left and right can participate.
Recruiting videos: Gamification instead of classic job advertisement
Appealing to applicants through games: Gamification is the term marketing experts use to describe the creation of content that conveys information in a playful way or encourages people to participate. At the same time, colorful buttons and voiceovers provide a sense of achievement in the meantime.
Such tools are also being used more and more frequently in the field of recruiting. They are intended to bring some momentum into the application process and at the same time query the necessary skills of the applicants. Time and again, software companies use recruiting games, for example. In this case, the companies only invite those to an interview who can achieve top scores here. What this can look like? Deloitte shows how it’s done with the following example of an interactive recruiting video.
So, as you can see, there are many ways to incorporate targeted elements that encourage active participation here as well. From quizzes and multiple-choice questions to a digital assessment center , other video formats come into question depending on the company.
Interactive explainer & tutorial videos: Conveying information through interactive clips
What knowledge about your company, your industry and your products would you like to pass on to your customers? An interactive video with statistics, animated displays and videos of operations can convey important information. It is particularly important for an educational video that contexts are simplified and well illustrated. In its documentary on the “seven deadly digital sins,” The Guardian shows very impressively the potential that interactive videos hold in the area of knowledge transfer.
Museums around the world have been using this technology for a long time. Using a touchscreen, you can click on the content that particularly interests you. The “Europa Experience” in Berlin offers an impressive example of this. For example, you can take a seat in the European Parliament Info Center.
Product demos: Interactive product demonstrations
Often, interactive videos work both with and without the use of VR technology. With the Tit Brush app, users can be artistically active within the framework of a 3D simulation and slip into the role of various artists, whether with or without VR glasses.
As you can see, interactive elements are ideal for showing your customers how your product works in practice.
Interactive greeting cards and greeting messages
The interactive greeting card, a successor to the e-cards popular in the early 2000s, is a good example of how the technological advancement of interactive video is not only exciting younger consumers. Personalized greeting videos on YouTube wishing consumers a happy day, evening or birthday are all the rage. They are shared via WhatsApp or Facebook Messenger, for example.
Thanks to deceptively real AI voices, such video messages can now be created with even less time. And: Most people are happy when the CEO of a company personally wishes them Merry Christmas. Or when the cow on the alpine pasture of a well-known chocolate manufacturer bears its name in its fur.
The advantages of interactive videos
So you see, no two interactive videos are the same. Nevertheless, the use of interactive elements offers numerous benefits – completely independent of the content or format of the video. We will now highlight the most important advantages in detail.
Sharing and viral potential
For one thing, once video content is created, it’s very easy to get it out to people. You can reach your target group via e-mail, Messenger or in the form of a QR code on print advertising without any additional effort. The content can then be conveniently accessed, both via laptop and on a tablet or smartphone.
Is the implemented idea of an interactive video good and does it hit the message resp. the storytelling the zeitgeist, the chances for a high achievable reach compared to a “normal” video should also increase.
A sense of achievement through actions and detailed evaluations
With interactive video, there’s a 2-way communication that you don’t have with regular video. This means that your customers or interested users must perform a certain action, which in turn has consequences. This not only gives them contact with you and your company, but also an immediate sense of achievement. Those who take part in a quiz and receive a discount voucher for it are happy to accept the time investment.
You, on the other hand, receive data through the use of the interactive video, which you can then evaluate: Which content was viewed particularly often, how long did customers watch the video? Which information led to further clicks, which led to the video being cancelled? How many people have viewed your video and how many applications have come in as a result? Interactive content thus gives you an important insight into customer behavior. This knowledge will in turn benefit you in your next marketing campaign.
Improve knowledge absorption & retention
According to the study by the Institute for Media and Communication Research at the University of Mannheim, interactive videos increase dwell time and improve viewers’ knowledge absorption.
The study showed a large increase in interest of the topic covered in the interactive video. It also demonstrated a 22% increase in knowledge over a normal video covering the same topic.
Trendsetting technology
Last but not least, interactive videos are a forward-looking technology. Interactive content is particularly easy and intuitive to use on mobile devices with touchscreens.
Nowadays, even young children learn how gamified content can provide fun and games through interactive learning games on mobile devices. So it makes sense to also design advertising materials interactively.
DIY: What do you need to create interactive videos?
The production of interactive videos is a complex process. The following aspects should not be ignored.
- Thoughtful concept: At the beginning of every video is an idea: think about what the goal of the video is and how you want to create interaction.
- Equipment: To be able to record a video, an appropriate video camera is required. This can also be a good cell phone camera. If you want to create an animated video, there is handy software to make explainer videos yourself.
- Video editing software: With this you can cut, edit and add effects to the video. Either you use a program on your PC / MAC (e.g. Adobe Premier Pro, Windows Movie Maker or iMovie) or an online program like Canva.
- A platform for publishing: To show your video, upload it to YouTube, Vimeo, Wistia or another video platform. In parallel, it’s worth placing the video on your website as well.
- Optional tools: There are many tools and services that can help you create interactive videos. For example, you’ll have templates for quizzes, tools for integrating social media features, and optimization tools.
Despite all of this, creating interactive video is a major challenge for more than a few marketers. Because a distinct disadvantage of interactive video formats is that they are difficult to create on your own.
Create interactive video: How it works in practice
Thanks to high-resolution smartphone cameras, it’s now easier than ever to film engaging content in the highest quality. But to create interactive video formats, you usually need the support of experts.
An interactive video and e-learning agency can also provide you with a tool to analyze the collected data. You can also use the statistics provided by YouTube for this purpose. But especially if you want to get to know your customers better, a professional agency is the right place to go.
Prices: How much does interactive video production cost?
Interactive video spots and advertising clips are a relatively cost-intensive advertising medium. The prices for explainer videos, image films or short films for marketing purposes depend heavily on how long and extensive the project is. Among other things, the decisive factor is:
- whether it is necessary to hire extra actors (fees),
- where the filming will take place (location / filming permits),
- whether the video should contain dynamic animations (motion design),
- if animations are to be created as 2D illustrations or 3D visualizations
- or how many interaction options you want to offer your customers.
An inexpensive entry point into the interactive variety is 360-degree videos and multiple-choice quizzes. But again, the scope of the video project will determine what budget you need to plan with. We will be happy to advise you on this individually according to your current situation.
Interactive videos: Tomorrow's video marketing is interactive
Whether it’s breathtaking 360-degree perspectives, interactive e-learning, recruiting videos or hands-on product videos: Instead of simple promotional videos, more and more companies are turning to interactivity. This in turn provides an immediate sense of achievement and gives you the opportunity to generate important data and thereby gain information and insights. The 2-way communication leads to a higher engagement and a sustainable learning effect, which you can use optimally for your company.
Still have questions about interactive videos? Do not hesitate to contact us. Our team will be happy to assist you with advice and support.
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Dustin Bättig | CEO
Photo Credits: TheRegisti, Deloitte, LaCANTINA, Major Lazor
