The average American is exposed to around 4,000-10,000 ads every day. We have adapted by scrolling past the ‘noise’ that is of no personal interest to us. Modern brands feel the repercussions of the oversaturated market, finding it hard to stand out and capture viewers’ attention. They are faced with questions like how do we appeal to individual users? How do we connect with our audience? For a time, linear videos that had a clear beginning, middle, and end were effective ways to learn more about a brand and its values. However, many of these brands are faced with the reality that the linear videos once produced, simply aren’t having the same impact they once did.
Enter: Interactive videos. Interactive videos allow the viewer to interact with content that lives within the video itself. Think quizzes, clickable buttons, polls, and even games that prompt the user to interact with the ad. An Interactive video is non-linear, often referred to as a branching video or a “choose your own adventure” video. The viewer is able to determine the direction of the video’s narrative based on their personal interests.
The magic behind interactive videos is how the story is told. It is dynamic and flexible, but still simple and communicates a clear message. This makes it user-friendly and impactful. It also drives high engagement and high retention rates because the user is able to get the information they need in a story they are invested in. Viewers are no longer passive observers but rather active participants, who in turn have a better chance of remembering and connecting with the message.
Think about the popular Black Mirror episode Bandersnatch, as the viewer is taken through the film they are faced with a series of choices at key moments in the film that change the course of the film based on what they are interested in seeing.
This interactive film allowed the viewer to create a highly personalized and engaging experience for themselves, and in turn, they felt more invested in the outcome of the storyline. Now imagine taking these same properties to evolve your brand and generate higher engagement and increased loyalty toward your brand.
Interactive videos can be a highly effective tool for increasing brand awareness. By allowing viewers to make choices within the video, companies can create a more personalized experience for potential customers, with the ability to create multiple narrative paths within a single video. This can lead to increased engagement and conversion rates, as viewers are more likely to watch the video multiple times and for longer periods of time in order to explore all of the possible outcomes.
Interactive videos can be used to enhance product demos, training, educational content, and internal communication. With the right strategy and resource investment, interactive videos can be a powerful tool for businesses of all sizes and industries. It keeps employees engaged and further aids in building a strong brand foundation that gets both employees and customers excited to be involved.
By giving viewers the power to choose their own adventure, interactive videos have the potential to revolutionize the way we consume and interact with video content. If you are interested in learning more about how Bluetext’s video production services can help you create an unforgettable video ad, contact us.