Your guide to the best interactive video modalities that will make your audience stop, stare and engage.
Video technology has come a long way over the past year with marketers reimagining their strategies to include new, trending formats that support video interactivity. Customers have grown accustomed to top tier content that not only engages, but involves the viewer as an active participant. Interactive video has allowed brands to stand out amongst the crowd and connect with new and existing customers to generate conversions.
So, without further a do, here are the key interactive video formats that people will actually want to watch.
Shoppable Video
This format supports product purchasing straight from the video itself. Shoppable videos have an interactive overlay that is tagged with product information via URL's, images, text, Product API's and Product Feeds. A viewer can click, scroll, drag or spin hotspots to learn about a product and click calls-to-action to add the item to their basket, buy now, sign up to a mailing list or book a test drive.
Check out Brown Thomas's shoppable video with Smartzer's interactive video platform:
Livestream
Livestream shopping or livestream events are a great way to encourage interaction with your brand. Video interactivity is encouraged through a clickable side bar that appears alongside the stream. Here customers can browse pre-uploaded product links as they watch the host in real-time. Livestream events often have chatrooms that run alongside the video where viewers can chat between each other and ask the host questions. Interactive video platforms like Smartzer can help brands take their products live to connect with customers.
Nordstrom have recently trialled livestream shopping events on their ecommerce site, partnering with luxury brands like Burberry, Tom Ford and Georgio Armani:
Branching Videos
Branching videos allow for a customisable, decide your destiny type video format. Branching allows you to add clickable decision points in your video that can jump or loop the viewer to another timestamp in your video, allowing them to craft a viewing experience that’s most relevant to them. It’s one of the easiest ways to boost engagement with your viewers and get real-time feedback on their preferences and choices. Via hotspot technology brands input choices for viewers. Time triggers allow brands to set up loops, pause points, skips and more. The viewer can personalise their own experience in the ad, generating a bespoke, one of a kind experience that stays with them.
Check out interactive video platform, Rapt Media's branching partnership with Toyota:
360 degree VR videos
Virtual reality is possibly the most futuristic technology out there at the moment. The interactive video literally digitally immerses the viewer in the video as though they are actually in an alternative reality. These videos don't have to require a headset, VR 360 videos can come as explorable videos on YouTube, Facebook, e-commerce and more. However, it can be used with a headset and now is commonly used at tradeshows by brands to set their customer amongst their products. Take a look below at Immersive Studios partnership with IKEA to put the viewer inside the catalogue. Viewers could customise their experience by selecting colours and products.
Quizzes and Polls
Brands can insert multiple choice quizzes, polls, short answer questions into their videos and then embed them anywhere across blogging platforms, site builders, e-commerce and more. These quizzes are easily measurable and give a clear insight into the mind of the viewer. End of quiz CTA's encourage higher conversion rates. Videos can be easily shared across social media to achieve virality turning passive viewers into active participants.
Vizia helps brands build quizzes and polls into their interactive videos
To learn more about interactive video visit Smartzer's website here.
Updated: Apr 20, 2021
Almost 50% of people state “my products won’t look the same when they arrive” as their biggest concern when shopping online.
Brands are constantly looking for ways to maximise their marketing strategies to solve this online, in-person disconnect. It seems that in 2021, the answer lies within interactive video.
There are so many benefits to using the format in video content marketing. The clickable, immersive content draws in a consumer, informing them early on in the purchase funnel and directing them to purchase a product in a matter of seconds. This boosts click-through-rate and drives conversions. Interactive videos turn passive viewers into active participants and as a result, creates a memorable, thoroughly engaging experience with reduced user drop off. See how interactive video fits into every stage of the purchase funnel in the diagram below:
Using an interactive video platform to create immersive content allows brands to measure every click that occurs in the video. From the awareness stage with views, the discovery stage with clicks on the video, the consideration stage with add to cart and click throughs to e-commerce to the conversion stage with the transaction. This means interactivity is a key tool for analysing the effectiveness of video content marketing strategies. Brands can see clear ROI and KPI's and can adapt their content accordingly.
There are so many benefits to using interactive video, so here's a breakdown of some more key points:
Interactive video has the ability to boost brand value!
By carefully planning video content and the type of interactive video you want to use you can maximise ROI. Effective interactive formats include shoppable video, 360 videos, branching videos, quizzes and polls, conversational commerce and customisable videos. These all provide the viewer with a role to play in the video whether this is clicking to find out product info or swiping to explore a virtual reality destination. By involving the customer in the video they feel more connected to the brand and understand more about the product. This effectively builds trust between the parties and boosts brand value. Careful strategy and planning of videos mean that content can be maximised to be not only engaging but creative enough to drive better customer and prospect relationships. Interactive videos boost customer retention and successfully convert, upselling to new and existing customers. After all, almost 80% of people state that product videos give them more confidence when purchasing a product
Boost you B2B and B2C Brand's social media presence on social media and ROI!
Implementing interactive video into social media marketing is incredibly effective at boosting conversation and ROI. For B2B marketers, LinkedIn is the best platform to advertise your brand. Here, videos share industry related thoughts and hold interactions with customers. A single interactive video can generate solid brand metrics and attract key customers. For B2C brands social media platforms like Instagram, Facebook, Twitter and TikTok are gold mines for consumer interaction and virality. On TikTok 60 second videos have the capacity to be viewed by millions of people in minutes. Clickable and shoppable content on these platforms can boost conversion rates by 400%.
Interactive video and search engines = match made in heaven
Placing an interactive video online generates conversation about your brand and encourages traffic to your e-commerce. Posting regular content can boost your presence and visibility online even more. Video content marketing can aid your overall SEO efforts and online traffic just through regular posting and updates. By creating and reposting interactive video, your brand will develop a sturdy online presence and rank higher for your specific key search terms.
Interactive video can lead to greater e-mail marketing impact
Using interactive video in e-mail marketing strategy instantly grabs the attention of your customer and encourages more open rates. Videos are an easier way to take in information than reading lengthy paragraphs so are far more memorable, engaging and informative. More open rates means more click through rates to brand websites leading to higher conversion rates.
It is clear that interactive videos boost conversion rates
In fact, by placing a video on a landing page can boost conversion rates by 80%. By using an interactive video platform, brands can create relevant clickable videos that are seamlessly integrated into the site Demandware API, reflecting the ethos of the brand. When visiting e-commerce landing pages, consumers can be highly influenced by video. Watching a video that clearly displays a variety of products in detail with call-to-actions to add to basket will convince a customer to make the purchase. Hence, video rich marketing plans can boost revenue.
To find out how to make an interactive video, visit Smartzer here!
- Apr 7, 2021
Updated: Jul 5, 2021
Zimmermann combines natural flowing florals with technology to create two iconic, state-of-the-art shoppable videos.
Objective
Using Smartzer's interactive video platform, Australian luxury fashion brand, Zimmermann, created a shoppable campaign video and runway experience. The timeless and elegant Ready To Wear 2021 Wild Botanica Collection exudes quality through the immersive and interactive video for Spring. The collection was entirely purchasable from the two technologically advanced videos, providing a memorable and unique e-commerce experience for their customers. Zimmermann applied Smartzer's interactive overlay to both the campaign and runway videos, adding a variety of exclusive products ranging from sleek shoes, gorgeous handbags and beautifully styled clothing options. Reflecting the themes of a spring garden in bloom, the videos seamlessly complimented Zimmermann's brand image and allowed for easy product discovery and purchases for their site visitors.
Execution
Both campaign and runway videos featured the interactive and clickable Smartzer overlay which integrated them both into the Zimmermann landing page. The consumer feels as though they are a part of the videos as they click to explore various looks. A group popup provides all items shown on the screen which viewers can select to transport themselves to the product page to add to their bag and complete a purchase. A shoppable sidebar allows consumers to browse all looks as the video continues to play. Both videos were deployed on Zimmermann AUS, US and UK websites to encourage global sales. The Zimmermann sales tracking tool allowed the brand to effectively use the intelligent cross-market ability of the Smartzer player.
Explore the campaign video: Spring RTW 2021 Campaign
Explore the runway video: Spring RTW 2021 Runway
Results:
Seamless integration onto Zimmermann e-commerce landing page
Interactive video reflecting Zimmermann's luxurious brand image
Clickable hotspot technology across an interactive overlay
Up to date URL's direct the user to product pages
Browsable product carousel to explore as the video plays
Group popup that pauses the shoppable video
Want to make an interactive video? Visit Smartzer's website here!
Conclusion
Zimmermann effectively combined refined technological software with their naturally beautiful Spring 2021 collection. The result is two engaging and charming product videos that flow without clumsy interruption. The subtle product overlay allows for easy product discovery and purchase. Each video presents a variety of looks in a variety of ways giving the viewer a complete and clear view to buy in confidence. The exciting, dynamic runway video gives the consumer a front row seat to Zimmermann's latest collection bringing the offline show, online connecting the brand and customers. By using an interactive video platform, the videos has helped to drive strong sales and clearly demonstrates how shoppable video can captivate and convert.