You may already know how compelling videos are to users, however what you don’t know you’re missing is interactive components within your video content. The days of traditional video are over and what will really win over your audience is interactive video. This guide will explain what interactive videos are, how they differ from traditional video, the benefits of using them, as well as how to make them.
What are Interactive Videos?
Interactive videos are videos that allow users to participate in the video experience directly. They appear very similar to normal video files but have interactive components built in such as clickable content, form fields the user can complete, quizzes, and more features.
They are unlike traditional, or linear, videos as they encourage the user to directly engage with the video content instead of passively watching. Apart from watching, pausing, or fast-forwarding, there isn’t much for the user to engage with during these traditional video experiences. Instead, interactive videos create an immersive experience for the user. Utilizing interactive videos rather than solely linear videos is a great way to engage your audience. Next, we’ll touch on just exactly what the benefits of interactive video are.
The Benefits of Video Interaction
Now that you have a better understanding of what interactive videos are it’s time to learn the benefits of using them. Overall, interactive videos improve user experience, are highly engaging, and are more likely to convert.
Improved user experience
- Interactive videos are more engaging by nature, as they allow users to step into the video experience rather than just being a passive watcher. According to the Content Marketing Institute, 77% of marketers agree that interactive content has “reusable” value, resulting in repeat visitors and multiple exposures.
- If there is one point we can’t emphasize enough, it is how highly engaging interactive videos are for users. What can be more engaging than allowing them to interact with the video content in front of them? This is not only proved anecdotally, but also can be proved with data. Mobile Marketer states that interactive content boosts viewing time a whopping 47%, proving users love the immersive experience.
More likely to convert
- In addition to giving the user a better overall experience, interactive content is more likely to result in conversions from your audience. Compared to an average conversion rate of 1% from Google Ads, interactive videos see an average conversion rate of 11%. In addition, purchase intent shows an increase of 9x when product videos are made interactive. These stats alone show how easy the simple addition of interactive videos can grow your business while impressing your audience.
What Makes a Great Interactive Video?
Now that you understand both what interactive videos are as well as how they can benefit you and your business, I’m sure you’re dying to know how to make them! Let’s go over the main points in making a great interactive video that converts.
1. Aligned with User Intent
First, you must ensure that your video is aligned with the intent of your users. For example, an interactive educational video or tutorial shouldn’t stray too far from the subject matter being taught or explored. Make sure you do not get overwhelmed by the interactivity you’re providing your user and ensure that the subject at hand is still clear and relevant, or you’ll lose the user very quickly.
2. Compelling Messaging
Next, it is key that the interactions you are including in your video content are compelling. Users won’t interact with your content just for the sake of interacting. Instead, it must be captivating and make the user want to click into your content. Put simply: give your user a reason to interact that benefits them just as much, if not more, than it benefits you.
3. Clearly Defined Action
Lastly, the actions you want your users to take must be clearly defined for them. Your users don’t want to hunt around for actions to take, nor will they. In order to make them act, you must utilize clear and concise messaging highlighted within your video content in order to receive your desired interactions. Those conversions you desire won’t make themselves, ensure the user clearly understands the goal of your interactive video.