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.
- 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.
In 2021, consumers have access to content online at an on-demand capacity more than ever before. This rapid increase of on-demand, shoppable content has only accelerated thanks to the global pandemic. Now that brands and customers have trialled immersive, shoppable formats of engaging content, they are not willing to let this way of life go.
Shoppable formats encourage instant purchases. The clickable, customisable hotspots make the video content marketing strategy completely engaging, informative and monetised. Brands add product links to an interactive overlay using product images, text, URL's, Product Feeds and Product API's. Information can also be added manually. These videos can be integrated into e-commerce landing pages and shared across social media. Viewers will then be able to click, swipe, zoom and drag through the video to find out product details such as colourways, pricing, sizing, composition and more. Call to actions encourage consumers to click through to brand e-commerce, sign up to a mailing list, book a test drive or even make a purchase within the video and add to their basket.
Below is an example of Smartzer's partnership with Arnotts to create a shoppable cooking video on their e-commerce!
Shoppable videos encourage on-demand purchasing, boosting conversion rates by almost 400%! With internet video traffic accounting for 69% of global consumer traffic, marketers have adapted to the format to take advantage of increased online purchasing habits as a result of store closures.
Even after the pandemic, it seems that this shoppable e-commerce trend will stick around. The digital developments have proven to be extremely useful for monetising video content marketing and connecting brands and customers in the comfort of their homes. Although life may be back to normal by next January, many have discussed the cold, wet weather encouraging an at home lifestyle. With a variety of at home shopping experiences on offer, more people will be looking for on-demand content to avoid the cold hard winter.
At The Drum’s Digital Transformation Festival 2021, Nicola Spooner the Vice President for strategy at Unruly said "Shoppable content opens the doors to impulse purchasing". It puts products within the context of the video right under the customers nose. She continued, '“If you are watching content around cooking and there is the contextual placement for Jameson’s cocktails or Viejo wines, I – as a consumer – could be inspired and take action immediately.” Indeed, this is reflected through the high conversion rates of shoppable video across social media and real-time livestream shopping experiences. The 'see now, buy now' ethos of streaming commerce has helped brands globally boost conversion rates, connecting them with customers in a social shoppable video experience.
With engaging, immersive shoppable formats like livestream shopping, brands can reach customers at home in real-time, bringing the benefits of offline shopping, online. By using interactive video platforms businesses can upload their product links before the stream and then imbed a link into their e-commerce to be shared with customers across social media. Passive viewers are turned into active participants by purchasing products demonstrated in the stream and conversing in a chat room. This encourages impulse purchasing as customers are given the confidence to buy online.
Ultimately, shoppable video will allow marketers to build streaming commerce into every stage of their video content marketing strategy rather than simply viewing it as an awareness boosting tool.
To learn more about shoppable video and how to create your own, visit Smartzer's website here!