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Interactive video: make the user want to go further

Interactive video: make the user want to go further

An effective interactive video must make the user want to click to go further. We explain how.

As you can imagine, in the age of social networks, video has become the most viewed content for marketers.

But the mistake that many companies make is to consider their users as passive. Indeed, most of the time, they only see their audience as spectators and not as actors.

On the other hand, interactive video makes your audience real actors of your content and we will explain how.

What exactly is interactive video?

Nowadays, Internet users consume information much more quickly, almost instantaneously. The goal is to get the maximum benefit and information in a limited time.

Many “classic” video formats follow the same process:

  • A short duration, because the attention of the viewers decreases as they consume more and more content,
  • A scenario (beginning, middle, end) that may not be viewed until the end, due to lack of time,
  • A style and a tone that are often identical depending on the business, the universe or the company, because a lot of videos have to be produced,
  • It does not take into account the growing desire for interactivity of Internet users, especially among young people.

The interactive video will not only be seen, it will also be clicked! The viewer will become actor of his/her own information, and will be able to go directly to the elements that interest him/her.

Pitchoune’s advice: give the impression to the Internet user that he is the one who is in charge, that he is not passively listening to your message.

Create expectation, desire and need

The idea in your interactive video is not to give away too much information. The objective is that the user can get more by clicking.

  • If you’re launching a sale, don’t post all the product photos and discounts, don’t say how many you have left in stock,
  • If you are launching a new collection, don’t say too much: encourage viewers to click to learn more about the product benefits, the design, etc… Tell how this new product will answer a problem encountered in everyday life,
  • If you are teasing an event: encourage people to click through the program. Tell them how this event will meet some of their expectations,

Pitchoune’s advice: always play on the exclusivity, the ephemeral, the temporary, and the urgent side. To do this, use catchy titles in your template, highlighted at the beginning of the video: “Guess what’s coming up on [DATE]?”, “Want to meet [NAME]? Sign up now!” “Only a few days left until…”, “You have [TIME] left to register for our [EVENT]”, etc...

Insert clickable areas, or “call-to-actions”

That is probably the most important element of your interactive video. These are the links or clickable buttons that will allow users to go further.

Here are some interactive video examples, from different categories, to create more interactivity

> You are organizing an event soon? In your invitation teaser video, encourage your viewers to register, via a registration link or a button, to be sure to get their tickets. Emphasize on the urgency.

 

> On the contrary, if you are organizing a retrospective on a past event: encourage, via calls-to-action, to review the event in pictures, or to access exclusive testimonial videos on your YouTube channel. This content should be complementary to what the participants will have gotten on the day.

> You want to organize an internal event that meets the expectations of your employees? How about a short quiz to gather the necessary information?

> You have recently organized a webinar and would like it to be viewed by as many people as possible? Announce that the replay is available, if people click on the call-to-action, either to give their contact information (and thus have access to the replay), or by accessing it directly via the button.

Don’t hesitate to be original, to create scenarios

Nothing stops you from having fun! And that fun will be felt in your video, and will encourage your audience to have fun too.

The point of an interactive video is to encourage the audience to rewrite your story. What if we went back to the classics?

About ten years ago, one of the first interactive videos went viral. It was the famous Tipp-Ex commercial, “A hunter shoots a bear”, in which we see a hunter, about to kill a bear. Then, he decides to do something else, takes a Tipp-Ex (highlighting the product by the way), and deletes the word “shoots” from the title of the video. Thus, the Internet users were invited to rewrite the story, and to decide on the next sequence.

Feel free to do the same: be creative and entertain your audience, to create interactions!

Want to create an interactive video easily? Request a demo of the Pitchy solution

 

marc burger author
Marc Burger
Content Manager

A passionate Content Manager at Pitchy, Marc excels in designing and implementing captivating strategies, combining hard-hitting writing and in-depth analysis to bring you the best information!

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Creation date 18/05/2021
mburger@pitchy.fr

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