In 1984 only 8% of US households had access to the internet. Now, 2.65 billion people in the world use social media. Undoubtedly, this is set to increase as 90% of the entire world’s data was created in the last two years. These astonishing facts confirm that the only way is up for the future of video content marketing technology.
Introducing interactive video
These are videos that promote interactivity. The videos include “hotspots” that perform an action when they are clicked on. The video may then display information about the product you have clicked on or direct you to a window where you can purchase the item. This video interactivity drives engagement and entices the customer increasing the chances of completing the sale.
The first examples of interactive video
Depending on the type of video, the first instances of interactivity vary. From film to music video to advert each type has a different date. All the way back in 1961, the first example of interactive film was exhibited by William Castle in his film ‘Mr. Sardonicus’. Here, the audience voted in a poll prior to the film to dictate the characters fate. Perhaps a less technological method but interactive nevertheless.
Technologically speaking, one of the first examples of interactive video commerce can be witnessed by Canadian fashion retailer SSENSE.com. By partnering with Diplo, Iggy Azalea and FKi they created the first ever shoppable music video for their song “I Think She Ready” in 2012. The interactive video utilised ‘hotspot’ technology, so if you really wanted to buy Iggy Azalea’s unmissable, neon pink blazer you could click the item in the video and be directed to the product page. The video featured pieces from designers Givenchy, 3.1 Phillip Lim, Rick Owens and Preen making the video a prime example of pioneering video content marketing.
The evolution of video content marketing
Since SSENSE and Azalea’s venture into video interactivity, even more brands are harnessing the technology provided by companies like Smartzer in ecommerce sites and advertising. Rapid tech advancements mean that everyone, regardless of skill, can create immersive, interactive video experiences to attract customers to their brand. Here are some of the ways brands have employed video content marketing and interactive video:
Volkswagen interactive video campaign with Smartzer (2019)
Volkswagen used Smartzer’s platform to create an interactive video to advertise the new Golf R. Their customers could easily explore the car’s features to find out more and book test drives without being redirected. The interactive video was linked to Instagram Stories and In-Feed Ads.
SPP “Earth 2045” with M&C Saatchi Stockholm (2015)
Here M&C Saatchi partnered with Swedish pension company SPP to deliver a thought provoking advertising campaign depicting the need for sustainable investment. By dragging left and right the customisable ad shows two versions of the future, either an ecologically advanced utopia or a derelict dystopia overwhelmed by human activity. The video campaign suggests that while the viewer can change the outcome of the ad, they can make changes within their lives to help build a sustainable future.
“Focus on the con” for the film “Focus” by Warner Bros (2015)
Warner Bros used interactive video technology to promote the film, “Focus”. The mobile friendly ad takes the consumer through a series of interactive scenarios to see if they have what it takes to be a con artist.
“Black Mirror: Bandersnatch” Netflix (2018)
The interactive, “decide your destiny” film successfully incorporated video interactivity to deliver five main endings for the viewer. Although, even writer, Charlie Brooker could not agree on how many variants of these endings there actually were. The viewer clicks on the options shown on screen using their mobile device or smart TV, ultimately deciding whether the protagonist succeeds or fails, lives or dies.
The benefits of video content marketing
According to Optinmonster, video marketers get 66% more qualified leads per year (2019). They also concluded that video marketers achieve a 54% increase in brand awareness. Additionally, 93% of marketers say they’ve landed a new customer thanks to a video on social media. This is largely due to the following reasons:
Single click product discovery and shopping. Consumers are able to shop and to discover more information about items featured in brand videos by simply clicking on them. This is particularly beneficial for the increased mobile users where easy and seamless navigation is essential.
Gamification of the online shopping experience driving engagement. Shoppable and interactive videos provide a new fun way to experience their content, brands see higher engagement and a new revenue channel across their digital platforms.
Convert a video into a revenue channel. By adding the interactive layer to their content, brands are able to convert a video that has traditionally been a top of the funnel asset to create awareness, into a format that allows for consumers to enter the purchase funnel.
Valuable performance and creative insights. Brands have access to detailed interaction data, building a better understanding of how their customers engage with their content across different online channels.
By observing the undeniable benefits of interactive video, it is understandable that video marketing is here to stay.
- Feb 11, 2021
Updated: Sep 7, 2021
Online shopping made up 21.3% of total retail sales for 2020. Amazon counted for nearly a third of all online sales in the US. With a 44% increase over the year, 2020 saw the highest annual growth in US e-commerce in at least two decades. Perhaps an unsurprising figure considering the world was told to “stay at home”. Nevertheless, the pressure is on for brands to optimise online shopping experiences for their customers.
Offline meets online in livestream shopping experiences.
Through live shopping, brands can connect with customers to sell products in real-time. Viewers can watch a live stream and purchase the items shown in the clickable side-bar, a call to action encourages viewers to complete a purchase without leaving the stream. Using this “see now, buy now” mentality, some shows saw their sales reach $1 million in just ten minutes.
For merchants, platforms like Bambuser and Smartzer make it easy to broadcast a live shop. Through the Bambuser app, brands upload URLs of the products that they plan to showcase in the live stream then “go live” with their content to potential customers. Smartzer allows brands to build a shoppable carousel of products by importing directly from a product catalogue or manually. Merchants can then connect the platform they wish to stream on to Smartzer using the RTMP ID and a Stream Key to go live.
Live, Camera, Action
Using Amazon’s livestream gaming platform “Twitch” Burberry took their Spring/Summer 2021 show online, live from London Fashion Week.
The stream received 42,000 concurrent views and offered multiple perspectives from celebrities like Bella Hadid and Erykah Badu using “squad stream mode”. Viewers could simultaneously watch and discuss the show in real time in a communal viewing experience. Unless you are Kim Kardashian, it can be pretty hard to secure a front row seat at a Burberry fashion show. Through live stream, this can be possible for anyone and with in-person audience’s discouraged, live stream offers an immersive, digital alternative in unprecedented times.
Clarins unveils its first virtual shop to connect with customers at home.
Through several interactive online features, Clarins has reimagined beauty e-commerce by partnering with Vee24. Through a virtual and explorable online boutique, viewers can explore the store for information. The skin workshop teaches visitors everything there is to know about Clarins application techniques and a virtual try-on feature allows customers to test makeup using camera filters. Using VeeStudio and VeeSchedular, Clarins is bringing the in-store shopping experience online. Customers can book face-to-face, highly personalised live consultations with beauty coaches and view live streams with guest influencers. As a result, all the benefits of in-person shopping are replicated online.
Brown Thomas has partnered with Smartzer to deliver shoppable beauty masterclasses.
Like Burberry and Clarins, Brown Thomas has reimagined the online shopping experience for customers with department store doors closed. Using Smartzer’s platform, Brown Thomas created a fully customised shoppable video. Fully integrated into the Demandware API, the player allowed for up-to-date product information to be instantly pulled into the Smartzer editor and player. When viewing the live shop Customers could click items in the video and add them to the basket without leaving or pausing the video. Through a variety of beauty tutorials customers can click, learn and buy in a matter of seconds.
Each of these brands prove that interactive video technology can help businesses to sustain customer connections in unprecedented times.
- Feb 11, 2021
Updated: Jun 8, 2022
Digital marketing experts estimate that the average American is exposed to 4,000 to 10,000 ads a day. Consequently, video ads need to stand out to be remembered.
Interactive video is a rapidly growing technology being used by brands to shake up e-commerce. Brands tag videos with products that can be selected and purchased straight from the ad without leaving the window. But how is this possible?
By using Smartzer’s tool, businesses can make any video shoppable in minutes.
Firstly, you will need to add product information to the video. This will be through imagery, text and URLs via a Product API, via a Product Feed or manually.
Customer’s will be able to find out details about products by clicking “Hotspots” in the interactive video. Brands can add this feature by “tagging” products in an interactive overlay. This can be done manually or via photo recognition software. Once videos are tagged, customers will be able to interact and select products to learn more info or even make a purchase. This may be through a “quick buy” or “add to basket” call to action.
Adding products via Product API
Should you have a Product API available, connecting it to your shoppable video player is the best and easiest way to add real-time product information to your player. Simply search the product you wish to tag by the ID or by name and pull the information directly into the player.
Key Benefits:
Instant import of all fields
Real-time product information direct from product catalogue
Enables quick-buy / add to cart integration
Can pull in from many different markets at once
Manually adding products
The simplest way to add products to your shoppable video player is to add all the fields in manually. Should your video not have too many items to add this is a flexible method that can be worth the effort.
Key benefits:
Provides flexibility towards any particular field
Requires no setup
Upload via Product Feed
Many interfaces allow brands to upload their product information via a product feed or file. This can allow brands to add a lot of information at once saving time, however it can prove quite difficult to manage in the long run as the product information is not served in real-time.
Key benefits:
Easy upload
Feed can be uploaded elsewhere
Missoni X Adidas and Smartzer’s shoppable video tool.
An example of video e-commerce in action is exemplified by Missoni X Adidas using Smartzer’s tool. Missoni used Smartzer's platform to make the Adidas collection film shoppable across their e-commerce website and Instagram. Viewers were able to click on the looks in the video to easily discover additional product details with direct links to shop.
This effective method of video e-commerce reduces the path to conversion by offering the customer all the required information at the click of a tag without leaving the window.
Usually, the customer becomes aware of the brand through ads, discovers and researches the product details on an eCommerce site, considers the product then makes the decision to purchase. Through regular, non-interactive video ads this might require the following links to be re-directed out of the previous window to eventually get to the website in a long-winded process. During the journey from the ad to the e-commerce site, you may be distracted from the original product and lose interest. Interactive videos engage customers through a clickable dimension that provides all the necessary details to make an informed purchase without leaving the video.
Interactive video enables each stage of the purchase funnel to be measured. Tracking the initial views and dwell time on the video at the awareness stage, the clicks on the products at the discovery stage, measure clicks at the consideration stage through a call to action and measure conversions through successful purchases or sign-ups.
Read more about 5 Types of Product Marketing Videos to Start Creating