If you thought things couldn’t get any better than video…think again.
Video in marketing and communications isn’t a question of “if" but “how”. Enterprises who aren’t leveraging video to engage with their target audiences and employees won’t be able to keep up with the front runners much longer. Need proof? Behold…
87 percent of executives say video has a significant and positive impact on organizations.
76 percent of people admit they use video solutions at work
96 percent of businesses report that video trains employees faster and better than other modes of education.
If your enterprise rewards forward thinking — this article is for you. The statistics paint a clear picture of the future. Eventually, nearly everyone will use video to improve marketing and internal communications. You’ll need to use it, but also know how to use it better if you want to stand out. The next best thing?
Interactive video.
Interactive video (IV) uses input from the viewer to drive the storyline. It’s the most powerful way to use video for two reasons:
Interactive video engages audiences better than any other form of content.
Interactive video collects valuable data about the viewer that view-only videos cannot.
When your enterprise creates an interactive video, it requires viewers to participate in the experience, which necessitates attention and keeps them interacting with your messaging for longer periods of time. As this interaction relates to internal communications, we’re talking about improved retention of information and benchmark metrics to monitor what information employees are actually absorbing. From a marketing standpoint, every second you keep audiences engaged is bonding time that will help fortify the brand/buyer relationship. Furthermore, each time a viewer interacts with your video, they provide information about themselves that can be used for retargeting or to refine future campaigns.
There are two general ways to make video interactive:
1. Personalization
Personalized videos use data about the user to create a viewing experience that is unique to them. To the viewer, these videos feel like your enterprise knows them personally and is speaking directly to them.
2. Branching
Branching videos provide choices that encourage viewers to lean into the experience and drive the direction in which the information will go.
PooPourri sells a product that’s not exactly pleasant to talk about — odor eliminating toilet spray. Instead of trying to have a serious discussion about bathroom habits (awkward) they normalize the need for their product through fun and comedic storytelling. Check out their wildly hilarious interactive video commercial, where you (the viewer) gets to help someone navigate through a potentially mortifying situation. Why it works:
This interactive video motivates viewers to invest in the main character and the plot, which significantly increases the odds that they will watch the entire video. More importantly, the viewer must use the product being promoted to solve a problem. When the situation is relatable (though we’d never admit to this affair), the viewer becomes emotionally tied to the scenario and by association — your product as the solution. It’s pure genius!
Deloitte created an awesome interactive video to gamify the onboarding experience. The video is shot from a new employee’s point of view and takes the audience through different office scenarios — the likes of which play out according to prompts that the viewer selects.
Each decision is accompanied by a “lesson”, and each lesson represents a core company value.
Why it works:
Thanks to the shot angle of this interactive video, viewers feel like they are a part of each scene. The video showcases what the office culture is like, and introduces the new hire to departments and team members. More importantly, it sets expectations in a way that isn’t boring or preachy. If you thought onboarding couldn't be fun, this video proves you wrong.
Many jobs are difficult to learn because they are highly experiential. Take bartending for example. Every training guide covers the bartender’s responsibility to “cut off” customers who are too intoxicated. But how to spot and manage an intoxicated person will be different every time. The Office of Liquor and Gaming Regulation came up with a clever way to train bartenders using an interactive storyline.
Why it works:
Again, this story is shot from the perspective of the main character (the bartender) which helps the viewer feel like they are in the moment. A common scene begins to play out, and the bartender must respond correctly to the situation. Unlike the examples above, this video doesn't offer clickable navigation. Instead, it pauses, poses a question (the interactive element), and replays the scene with the bartender’s correct response. The viewer gets to experience situations that might take them years to witness and learn from without making unfortunate mistakes that could cost them their license.
Simply put, video is the best way to capture attention, and interactive video is the best way to keep it. Take customers or employees to places they can’t go to in reality. Pull viewers into a storyline they can relate to. Create experiences that trigger emotional investment. With interactive video, your enterprise can simulate genuine connections with customers and workforces.Think your enterprise doesn’t have the resources for interactive video campaigns? Think again! Check outthis blogand start planning your video content campaign today.
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