Interactive Video: Does it Work and How To Use It?

25th March 2019

written by Lissie Archer

Interactive video is a digital or linear video that supports user interaction through clicks, touches, taps and movement and goes beyond the ordinary play and pause technology.

Viewers become the creator and navigate themselves through the video choosing the narrative, selecting the storyline and making decisions based on their interests.

Interactive video for online advertising can be extremely rewarding. You can achieve a much more detailed and personal account of your viewers personality and it has the potential to be worth a lot more than linear video or targeted marketing combined.

 

Interactive Video first started as a simple click on a video advert that would play before an online TV show or on a pre-roll ad on YouTube. The ad would ask the viewer to click on the product or image that they would like to learn more about and this information was then captured by the brand.

Brands like Maybelline, Burger King, Mcdonalds and Volkswagen are already using interactive video in advertising to better understand and engage their customers. But there should be a lot more brands using it, especially in 2020.

Interactive video offers a lot of opportunity and creativity. And it’s not just online but also out of home devices where interactive video can be used. For example, McDonalds are constantly doing outdoor interactive advertising like this Poster Puzzle display that encouraged the public to solve the puzzle in order to “sort their heads out” which promoted their €1 large coffee.

 

Interactive video online is still new territory for many brands and with just a few early adopters.  However, this does not mean that interactive video doesn’t work – it just means that it is not a well trodden path. And because the internet isn’t saturated with interactive videos this means that there is a lot of space and opportunity to harness this medium and gain some great engagement.

Here are some examples of interactive videos from brands that have worked well.

This is an interactive video Deloitte made for their recruitment scheme. The viewer is taken on an interactive experience of someone’s first day at Deloitte and they need to make important decisions throughout the day that will reflect whether you will fit in at Deloitte.

This is another example of an interactive video made by Maybelline New York. It’s a tutorial video to help people use and apply makeup in the right way and allows the viewer to choose which type of makeup style they are interested in learning about.

As well as allowing the viewer to choose the videos narrative based on their personality you can also create interactive videos that allow viewers to select products to purchase or learn more about, like this video by Wirewax for a paint company.

You can also use interactive video to understand your viewers touch points, interests and needs, like this video made for GSK where the viewer can choose what part of the body they are having athletic difficulties with. From the choice made the video will show the viewer a workout routine to help that area of hindrance.

Do these videos work? They definitely help to engage viewers and get them to pay more attention to the video, the brand, the products that are on display and the message of the video. But, do they work at capturing information and converting a viewer into a customer?

We know that 82 percent of all web traffic is predicted to come from video this by 2022 (Cisco) so, the need for video content that stands out from the crowd has never been more poignant. We also know from research that Interactive video content generates 2x more conversions than passive content (Kapost), 4-5x more page views than static content (LinkedIn) and, 93% of marketers say interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content (Demand Genreport). A study by Wyzowl found that 23% of video marketers have used Interactive video as a channel (up from 20% in 2018) and out of those, 83% say it’s been successful for them (up from 78% in 2018).

Interactive videos work great as internal videos for recruitment, induction and training, B2B explainer videos and B2B marketing videos, and they work well as B2C online advertising and social media marketing. The best thing about interactive video is the amount of data you can capture and how precise that data can be. Because you are leading the audience into a set of options and based on their decision you are able to understand them on a more personal scale. With every click you learn more about your audience. You can then group them more effectively into categories based on interest and values and then better market to them at a later stage (Kaltura). Because your audience is in control of their video experience and their experience with your brand, they are a lot more receptive, open and ready to engage, making them more willing to give up their time and information. 

If you are thinking about interactive video then have a play around with the ones that are out there already and see whether you can imagine your brand using this form of marketing. If you don’t want to go straight into interactive video then do something similar to Buzzfeed on Youtube and try some interactive quiz adverts that ask the audience a few simple questions about the market. Buzzfeed gets over 75% of it’s Quizz traffic from social media and a lot of quizzes used in marketing work exceptionally well at engaging and capturing customers (Mashable).

To find out more about using interactive video contact us.

Of all the brands nailing content marketing right now, arguably Red Bull is the undisputed leader. These guys have transcended from being a single product, Thai replicated energy drink brand, into a world renowned and globally acknowledged publisher of media, TV, print and film. From their up-to-date Youtube channel, to their television broadcasting, sponsoring some of the world’s most famous sporting events and having their own Sky Channel, to magazine publications, journalism, radio channels and lastly, creating high-end documentary films. They are doing it all and they have us gripped. But how?! And what’s the secret to their success?

Red Bull was launched in Austria back in 1987 by Austrian entrepreneur Dietrich Mateschitz after a visit to Thailand where he found the energy drink Krating Daeng. At that point, the idea of a carbonated energy drink in Europe had not been heard of nor thought about and the launch of Red Bull not only signified the beginning of a new product but also the beginning of a whole new drinks category. Now, Red Bull has the highest market share of any energy drink product in the world and sells almost 7 billion cans every year worldwide (wiki).

How, I hear you say? Red Bull found their audience and customers very early on. In 1988 Red Bull sponsored their first ever sporting event “The Red Bull Dolomitenmann” one of the toughest relays on the planet. They discovered that the extreme sporting industry depended a lot on the adrenaline, energy and excitement of all people involved, and that their product was perfectly suited for this type of audience, thus finding their “niche” and their ideal customers. They then began to market the absolute sh*t out of it, making a name for themselves in the extreme sporting industry and soon becoming the thrilling epitome of youth and sporting culture that we know them as today. Red Bull got their logo out wherever they could, on TV and at extreme sporting events, and promoted their energy drink to sporting athletes who would then promote the Red Bull brand. Not long after inception Red Bull had lift off. They already had 100% market share because no other energy drink had been launched in Europe at that time, so they were very exclusive and therefore very desirable. Soon, they were not just seen as a drinks brand but as a culture and lifestyle brand.

Red Bull now own multiple sports teams across the world in Europe, USA and Brazil. They sponsor incredible sporting events from Formula 1 to the Snowboarding Olympics, work with hundreds of famous athletes, have their own Red Bull sporting businesses like Red Bull Cliff Diving and, own two F1 Teams. They even have their own track racing game on Playstation 3. It’s safe to say that they have killed it! People follow them for their content and updates on their activities like a subscription for a streaming service. They have 8 million subscribers on YouTube, 11.1 million Instagram followers, 48 million likes on Facebook and 2 million followers on Twitter. Their videos on YouTube get ½ million views at least with their most viewed videos standing at 101.4 million, 44 million and 41 million.

The secret strategy? Well let’s start with Red Bull’s audience. They know their audience intimately and always put them first. Quite simply, Red Bull from start to finish have always put their customers at the heart of their business and focus on making content that they know their customers are going to enjoy. It’s not just about filming, sponsoring or hosting sporting events. For Red Bull it’s about creating moments and experiences they can share with their audience that are really exciting and very unique. They film TV content like this Red Bull Signature Series, host events like these every year, and make them accessible to everyone and anyone.

They film documentaries for their YouTube channel like “The Fearless Swedish Free-rider” that are interesting and enjoyable to watch by anyone.

But, their most popular content is stunt videos like the “Felix Baumgartner’s Supersonic Freefall” or their most viewed video from the free running series “Last Call for Mr Paul”.

Red Bull constantly go above and beyond (quite literally) and create content that is not only mind blowingly brilliant but also better than most of the content produced by major publishing organisations. By putting their customers first and listening to their audiences, they have become the most talked about brand of our generation. Where their customers go they go, from music festivals, concerts, art shows, to reporting on the latest and trending sports, skate parks to mountain biking, free-running in car parks and paint-balling – they’ve been everywhere and they’ve done it all!

Red Bull’s marketing strategy is to sell an experience, not a product, and this is something that any business or brand can do. Creating content that is for your customer and puts the audience first is a strategy that can work for any business. There are many other brands out there that have started to adopt this Red Bull method and become publishers instead of just selling “products”. Volvo is one such brand. They created a documentary series on Youtube titled Human Made Stories: Defiant Pioneers which features 5 episodes that look into different human stories like this one titled “Nemo Gardens”, about a man in Italy building an underwater farm.

Patagonia very quickly established themselves as a publisher on YouTube, uploading interviews, documentaries, short films and long films about the planet, sustainability and people. Patagonias Workwear series on YouTube has 27 videos and is still being updated today with new videos, these feature interviews with people who wear Patagonias workwear as part of their jobs.

Nike is another brand that is identified through their content. Yes they sell shoes but they also share experiences and promote a certain identity. Their YouTube channel also has a lot of documentary content going up onto it that is interesting to watch, like this Alex Roca Campillo – Dream Crazier which has 1.3M views.

More and more brands are implementing Red Bulls strategy, becoming publishers and creating video content for use online. However, no brand has or is doing better than them. They nailed this part of their marketing very early on and have set the tone for any brand to follow and replicate. But, looking at all the brands out there that are following suit, is a good sign that the Red Bull strategy is one that works. For businesses that aren’t implementing this strategy we would suggest starting small and working your way up to it. Start with some customer testimonials or behind the scene footage of your business and factory, documenting the way you do things and the way your products are made. Just get your content out there to the customers that want to listen and see how they respond. 

If you want to know more about audience first content you can read our blog: What is Audience-First Content?

If you want to know more about audience first video content and documentary filming you can visit our other blogs:
How Brands Can Use Documentary Style Video in Content Marketing.  

Blurred Lines. How Branded Content is Transforming Traditional Broadcasting. 

 

If your food or drink brand doesn’t have a great personality, you’ll leave a very bitter taste with your customers and will struggle to connect with the Millennials and Generation Z consumers of today… 

1600 new food and drink products are brought to market each year in the UK (LSEG). That’s a sh*t ton of choice and this abundance means consumers are incredibly discerning about the brands they buy into. In fact, Millennials are said to be the pickiest generation when it comes to food (NYPost) and yet at the same time the most impulsive buyers, with nearly 1 in 5 Millennials admitting to impulse shopping every day (Finder).

With 90% of Millennials spending time online every single day (Google) it’s never been more important for brands to be sending out the right message and connecting with audiences in the digital space. 

The proliferation of social media means that consumers have endless access to information making them a lot more culturally aware. In the last couple of years people’s attitudes to food and drink has radically changed, particularly in western countries Millennials and Generation Z have totally redefined the FMCG industry. In fact, 25% of teens aged 15-17 say they worry about staying healthy and another 49% agree that drinking soda is unhealthy (Mintel). And Millennials are far more attracted to personalisation with 77%  of them thinking that it makes a food brand more attractive (Askatest).

They aren’t just concerned with the consumption of food however, with so many Millennials spending a lot more time on social media and having their lives on display, the image and identity of the food they consume is extremely important and acts as an extension of their own personality (Kantarmedia). Now the phrase “How to Cook This” is the most searched on Youtube and on Instagram there are over 3 million posts containing the hashtag #avocado (Onebrandmagic). Incredibly 1 in 4 Millennials and Gen Z’s share images of food and search for food products online everyday (PSL) and according to a study by Maru/Matchbox, 69 percent of millennials take a photo or a video of their food before eating.

Whether you’re a restaurant, smoothie or chocolate bar, your brands identity on-and-offline is extremely important. Your consumers today are going to resonate more with the brands that seem to share their values and lifestyles, represent what they do or want to represent, are building personal connections through relatable and engaging content, and, are providing them with a more individual experience. Brands like Cadbury show us that you don’t need to be an all plant based and organic product to do this, instead you just need to connect with them, show them your brand’s personality, and resonate with them on an emotional level. Cadbury recently decided to change their brand’s personality from being loud and quirky to being a lot more family-led and down-to-earth. This was specifically to “reconnect with consumers” (The Drum), and their recent adverts have been very down-to-earth and relatable to a large UK audience of different age, gender and status.

Cadbury Inventor – Go Madbury UK

Cadbury – Mum’s Birthday

Cadbury – Coast

Creating video content can be one of the most effective ways to showcase your brand’s personality, especially online, and it’s why a lot of food and drink brands decide to create brand films. A brand film gives the audience an instant deep dive into your brand’s personality, background and story, and it gives the audience something to instantly connect and engage with, making your brand a lot more relatable. It will typically be the first thing a customer sees and will help inspire and formulate a positive first impression.

Ugly Drinks exploded onto the UK market last year with this killer brand film which encompasses their personality very well. They’re bold, they’re disruptive and they have a problem with sugar. Here’s a quote from an interview with the Founder of Ugly Drinks “Our fans love to be seen with the cans, they buy our merch from the website and they stick our stickers everywhere!” (Business Advice).

Ugly Drinks – It’s Time for the Ugly Truth

The personality of your brand is going to be what sets you aside from all the other food and drink businesses out there and it is going to be your greatest asset when building loyal customers. That’s why focusing attention on building a brand personality online through platforms like Instagram, your website and Youtube has become so important. They help you to connect with your customers, spread a message and help you to build a loyal following. Once you achieve that loyal tribe it will be a lot easier for your brand to tackle larger demographics. Brands like McDonalds have always been nailing this part of their marketing and are now providing a personality that is relatable to millions of customers. The reason it works so well for them is because they know who their customers are, they know what their customers want to see from them and they know why their customers buy their products.

In this advert by McDonalds “More in Common” we can see the way they connect with multiple demographics based on multiple personalities and this in turn showcases McDonalds as being inclusive, down-to-earth and enjoyable for everyone.

McDonalds – More in Common

Consumers today want to see the brand behind the product, they want to see your personality and they want you to speak to them as an individual. You can read our other blogs to find out how to connect with your customers online and best spread your brand’s personality through video.
Supercharge your Social Media Marketing using Video…
Seasonal Videos to Supercharge your online marketing…
How to use Video in 2019…
How to Win Customers with Branded Content…
Brand Storytelling through Video…

In a fast moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online and social media can be one of the best tools to do that. We see a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?

 

One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).

 

As a food or drink brand, Twitter, Linkedin and Snapchat are great but Facebook and Instagram should be your bread and butter. Instagram in particular is highly visual so it’s great for showing off your products in the best light and acting as your virtual “store front”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10 second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1 minute interviews with members of the team or film with your farmers and producers.

 

Videos on social media add huge credibility to your brand’s identity especially when they are informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagramso consider adding motion graphics or subtitles to make them stand out.

 

Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind the scenes of your brand and give them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).

 

Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on Youtube (above 2 minutes) but don’t have many subscribers, then create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, then you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on” but it’s also fantastic for SEO.

 

Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing you can find simpler, easier and more engaging ways to stand out online.

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