The 3 Reasons Why Interactive Video Is Great For Your Video Content
1. Digital Video Is Accessible To The Masses
What’s so important about digital video content?
Everyone uses it! Digital video is used by audiences of ALL ages — it’s not just for younger viewers.
Digital video is also an extremely valuable tool. When measuring usage to effectiveness, it comes in second to in-person events. But, I believe that it offers a far more scalable solution, giving audiences the ability to gain greater visibility into an organization. We know it’s difficult to physically reach every person, but digital video can deliver a message to any individual, anywhere, to be consumed on their schedule. Best of all, they can go back and review it again as needed.
Where does traditional linear video fall short?
However, with so much video content out there, there’s competition for your audience’s attention. In an age of greater options and shorter attention spans, how do you keep them engaged? With traditional linear video, you can only collect data on the number of views and comments. But how do you know whether your video was truly successful? Do you know if your message made an impact to your targeted audience? Interactive video is a solution to these questions.
2. Viewers Choose What They See
Interactive Video: The Logical Next Step
People today are bombarded with so much content that they are skeptical of everything. In our fast-paced world of snaps and swiping, it is difficult to connect with viewers due to the sheer amount of content they are exposed to.
Consumers want choice, control and content that is personalized to them. Part of the reason is that viewers feel overwhelmed is that most of the content they see is irrelevant to their daily life.
Interactive video gives them that control. When a viewer clicks a button and an action is taken, the viewer is actively engaged and ultimately gives us the ability to create content that skips sections irrelevant to the viewer. We can find out if they’re in the mood for a sandwich or a cup of coffee.
“The results are real. Interactive Videos are engaging viewers longer than standard videos, with completion rates around 90% compared to 50%–85% for linear videos — and IVs often have repeat videos. Click-through rates for IV are also higher at 5–12% compared 1–2% for typical video advertising. A well-done Interactive Video will stand out and provide a memorable experience, one viewers will be motivated to share.”
(source: http://room214.com/strategy/interactive-video-the-evolution-of-video-marketing_)
3. And They Become More Engaged
Delivering the information is great. Collecting the information is great! But at the end of the day, we also want those viewers to take some sort of action. All too often people intend to do something, but they don’t follow through. They struggle. They get distracted. They don’t know where to start.
This is where Interactive Video succeeds. It engages. It informs. And it drives action
At Magnet Media we are all about pushing the boundaries of video technology, everything from VR to live streams. There is a great deal of potential in interactive video, and we are happy and excited to work with our clients to explore that potential…to the Max.
More about Magnet Media:
Magnet Media is a global brand studio that uses storytelling and data to drive measurable business results. Our team is made up of world-class strategists and creative thinkers who use our THINK / MAKE / REACH process to develop a marketing strategy, world-class content, and go-to-market distribution strategies for our clients. Much of our work starts with video storytelling and is distributed across all platforms –appearing in the top media outlets, shared by influential community members, and rising to the top of the search rankings. Recently we’ve produced award-winning campaigns for clients like Google, Adobe, Chase, Goldman Sachs, Airbnb, IBM, Goldman Sachs, CitiGroup, Carbon, The TED Talks, Politico, Blackrock, TIAA, YouTube, National Geo Kids, MIT Tech Press, and more.
