One of the main reasons behind the rapidly increasing popularity of online video content compared to other forms of content is that it doesn’t ask for much from the viewer.
When people read content, they actively participate in the process. They create images and sounds in their minds as they read to better absorb the information but with video, they don’t have to. It does it all for them.
And while that’s been great so far, businesses and marketers need to start considering the parts of their target audience that either already are or soon will be looking for a more interactive experience when it comes to their videos.
So, let’s take a closer look at what an interactive video really is and some of the ways you can start folding the interactive element into your video production plan.
What sets interactive video apart?
The fact that video marketing has become so effective has been a blessing and a curse for businesses and marketers.
While it means that larger and larger parts of almost every possible target audience are craving video content over any other kind, it also means there are many more videos to compete for their attention with.
That’s why interactive videos have the potential to be so valuable and important. They require some participation on the part of the viewer and by allowing viewers to be involved in the content itself, you’ll be making a stronger, more memorable impression.
Think about it, if they’re making decisions that are affecting the actual action within the video, doesn’t there have to be a better chance that they’ll remember it and your brand and message? After all, it’d be an experience as much as it would be a viewing.
How can you make your videos more interactive?
Nowadays, one of the ways businesses and marketers set their videos apart is by putting the purely promotional tone aside and using their videos to tell stories, and there are so many possibilities in terms of interactive storytelling.
You can design your videos so that viewers can click objects or areas of their screens to determine where a character goes or what he or she does next, and that’s not the only way you can fold the interactive element into your corporate or commercial video production strategy.
If you create product videos, whether there’s a narrative or it’s more of a simple explainer, you can allow viewers to actually click on a product they see right there in the video to purchase it. Not only will they remember the experience and your brand later, it’s also incredibly convenient.
Have fun with it.
One thing to keep in mind with a relatively new type of video like the interactive video is that it’s just that: new. That means there’s some room for experimentation. Video makers and viewers alike don’t know exactly what should be expected yet.
So, no matter what kind of interactive video you’re trying to create, go ahead and get a little creative with it and have some fun.
Weave in some type of playful response to a certain clickable element, make it so a click evokes a silly reaction from a character on the screen, the point is that because interactive videos are a fairly novel concept, you’re allowed some room to get creative, experiment, and strive for a more playful tone at times.
And on that note, also because these types of videos are new to most viewers, they’ll feel more compelled to share the new experience with their social communities, and that’s a good thing.
Some things to keep in mind…
First off, like any other type of commercial or corporate video production or any film or video production made with the intention of using it to connect with online audiences, you need to consider how your interactive video will appear and work on multiple devices.
It’ll be one of the more interesting aspects of the development of interactive video. How will brands, big and small alike, start customizing the interactive viewing experiences they provide their audiences with on mobile devices?
No matter how you accomplish it, which will depend largely on your industry and intended audience, the point is that you need to make sure your videos can be effective on all possible devices.
From there, don’t forget to let viewers know about your video’s interactive capabilities. It’s still a relatively new concept to people, and you don’t want to waste your time and energy creating interactive videos if viewers won’t know they can interact.
The best bet is to clue them in as soon as the video starts playing, and you should continue to give obvious hints and signs for the viewer throughout and keep the clickable elements highly visible.
Lastly, measure your performance.
One last tip: Just like any other type of video, you need to make sure to measure the performance of your interactive videos. It’s not just about seeing which ones are working and which aren’t either.
You can also learn new things about the audience you’re trying to reach by keeping track of the decisions they make during their interactive viewing experience.
The bottom line is that there are more videos to compete for viewer attention with online than ever before, and there is therefore a growing need to make videos that are more unique and specialized. Interactive videos are exactly that.
About KVibe Productions: A full-service film & video production company in NJ / NY, KVibe can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.