Content Marketing, Owned Media, Technology
Published By:
590

The success of video content is well-documented and indisputable: 60 percent of users prefer video over text. Video also keeps users on a site for more than five minutes longer than text and images alone. Furthermore, the presence of a video drops a site’s bounce rate by 28 percent. With these numbers, there’s no denying that consumers prefer video over text, but how can you then convert these consumers into customers?

Video advertising is one of the most effective and scalable brand awareness tools; however, it is expensive, and it can be hard to clearly articulate the ROI it brings. The answer to these speed bumps is interactive video.

If you have yet to encounter interactive video, it is exactly what it sounds like. Interactive video allows viewers to engage with the video (by clicking or swiping) instead of just watching or disengaging altogether.

Interactive videos are made by overlaying call-to-action buttons or other interactive features on the screen, opening up a world of possibilities for engagement. Examples include simple website click-through, games, lead-capture forms and much more (see Deloitte’s example). The creative possibilities are endless, as are the opportunities to impact your bottom line.

Memorable & Measurable

The key, well two keys, to the success of interactive video lie in its memorability and measurability. The first affects the way your customers engage with interactive video and your brand as a whole, while the second affects your business and your team.

Watching is less memorable than doing; that much is obvious. The former is passive while the latter is active, allowing for more opportunity to stick around in consumers’ heads. Just one simple click can make a video and the associated brand significantly more memorable.

Consider Hulu’s ads. When I’m watching a video on Hulu, the last thing I care about is whatever ad comes on before my favorite TV show. I’ll check my phone. I’ll feed my dog. I’ll warm up lunch or dinner or even call my mother-in-law. There is nothing to keep me engaged with the advertisement on the screen, so I disengage. I ignore the video until it’s over, allowing me to watch what I actually want to watch.

But this lack of engagement flips once I am invited to participate, in a way that is non-obvious of course. By increasing interaction rates through the use of interactive video, you can improve your numbers and get more information about your customers. Gaiam TV, for example, launched an interactive video landing page and doubled its subscription revenue in less than four weeks, increased page viewing time by 35 percent, and reduced shopping cart abandonment by three times.

Additionally, interactive videos give you the opportunity to collect data on your viewers—the kind of data you can use to change your video or entire content marketing strategy in real time. By tracking where users click in your video, you can see which exact sales pitch or feature is resonating with your viewers. You can even break this information down by audience segment, and then easily adjust your call-to-action based on this feedback.

Sign Me Up!

By this point, you’re probably ready to try this whole interactive video thing, but it can be hard to know where to begin. If you have a video team in place, all you’ll need to do is add in a skilled HTML5 developer or Flash developer, but not everyone is that lucky.

If an entirely new team isn’t in the cards for your company, or you’re just not sold enough on interactive video yet to make that plunge, consider hiring a freelance developer to begin your experimentation with interactive video.

The numbers don’t lie. Interactive video can work wonders when it comes to engaging your audience and turning consumers into customers while making a huge impact on your brand perception and feeding you relevant data.

As MTV’s director of digital marketing, Matt McDonough, told Variety:

If you make something interactive, people will watch it longer—and they’ll rewatch it.

And that is every content marketer’s dream.

 

revcontent-98%-of-sites-get-denied-are-you-in-the-2%

revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources




Most Read

Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.

Subscribe


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.