- Feb 26, 2021
Introducing Interaction Videos and WHY they are better than standard videos
Using an interactive video platform can boost customer engagement by 38% in comparison to standard video. The clickable overlay allows viewers to interact with the ad. This could show more info about a product, an option to buy or book a test drive, an option to input personal info, answer a question or view an area of the video in more detail. Interaction videos are fun, exciting and memorable for viewers. As a result, viewers are more likely to turn into customers.
How interaction videos work as ads on YouTube
There are five ways in which brands can easily create interaction ads for their video ecommerce on YouTube with YouTube or Google ads.
Cards (YouTube)
Showcase features of a product within a video
Promote other videos or playlists to encourage engagement with your channel
End Screens (YouTube)
Manually create an end screen to encourage further engagement with your brand
Call-To-Action button (Google ads)
Encourage viewers to click through to your website or make a purchase within the YouTube video
Auto End Screens (Google ads)
Show an automatically generated screen at the end of your video ad that encourages viewers to take action. For example; installing an app, subscribing to an account or purchasing a product.
Shopping Cards (Google ads)
Show listings with products from your linked ecommerce site or merchant center account
Connect viewers to products that they have already viewed in the YouTube video or that are related to the video ecommerce.
Interaction videos can also be creatively seen as the following:
Branching: Choose your own journey style interaction video where content is customisable based on the viewers decisions.
360 video: Realistic virtual reality experience where the viewer is immersed into an alternative dimension by looking up, down, left and right in the video.
Clickability and interactivity can transform basic video ads into fun, immersive and memorable viewer experiences. Here are some exciting brand examples of interactive video platforms in action on YouTube :
ASOS: COLOUR CONTROL ft. JUCE! “THE HEAT”
The interaction video succeeded as a fun form of video ecommerce. Viewers were able to click hotspots throughout the video to view products or visit the ASOS ecommerce site. The exciting music video grabs the viewers attention and the bright colours allow the products to pop.
THE BOURSIN SENSORIUM VR EXPERIENCE: 360 VIEW ADVERT
Boursin 360 degree virtual reality campaign takes the viewer on a surreal journey through a fridge! Packed full of fresh ingredients, the video submerges the viewer into herb forests, a mountain range of peppers then over a sea of red cranberries.
SONY PLAYSTATION: HEAVY RAIN INTERACTION VIDEO (GAMIFIED EXPERIENCE)
Playstation released a mini interactive YouTube version of the game. The viewer can click on hotspots to explore, make decisions and interact as a character in the video. The effective promotional video has generated over 250,000 plays. The gamification of interaction video can be an effective form of video ecommerce on YouTube as well as websites. The viewer feels connected to the brand and learns about the product while having fun.
With content going viral in seconds, YouTube is a useful tool for brands to promote their products in creative and stand out ways. These three brands successfully interactive video platform to generate memorable and intriguing ads that convert viewers into customers.
YouTube video ads are typically made exclusively through YouTube or Google software. Smartzer offers an interactive video platform for brands to create similarly exciting content across social media and e-commerce. This cross platform solution can help brands stand out from the crowd.
- Feb 25, 2021
Updated: Jun 15, 2021
What is Shoppable Video?
Shoppable video is an immersive and interactive video platform that can increase viewer engagement. The displayed content is clickable through a product tagged overlay. Viewers can find out more details about products or make a purchase by clicking a call-to-action without leaving the ad.
Brands use video interactivity to make their products stand out across social media. This has proven to be extremely effective on Instagram.
Here are some great examples of shoppable video ads by brands on Instagram:
Gap X SZA “Logo Remix” collection campaign
Gap used full screen carousel ads on Instagram Stories to promote their “Logo Remix” collection.
Videos were short form, vertical and reflected Gaps classic branding.
The “shop now” call-to-action encouraged viewers to buy the product straight from the ad.
By partnering with popular singer, SZA, Gap was able to reach new GenZ audiences.
After 19 days of sharing the ad, Gap saw a 73% higher click through rate proving that the shoppable video ad successfully engaged viewers with the brand.
Smartzer X MINI Countryman Social Media Ads
Smartzer’s interactive video platform allowed MINI to create shoppable video ads.
MINI recycled regular video campaigns with video interactivity to provide a fresh and exciting experience for viewers wanting to learn more about the car.
Viewers could click sections of the car to see more or click the call-to-action to book a test drive. A shoppable carousel would show alongside the video for customers to view and see more.
The campaign was shared across Instagram and Facebook in feeds and through Instagram stories.
The ad was optimised for the mobile experience.
Video interactivity can boost engagement by 38% and increase conversion rates by 400%.
Gymshark Black Friday Instagram Stories (2017)
Shoppable story ads featured a call-to-action that turned interested viewers into customers.
The brand published user created content to connect with fans and build customer loyalty.
The ad campaign reached 16.4 million people and generated 40% of total sales during the time the ad was shown.
KFC Italy - Make Everything Old New Again 360 ad
The 360 degree interactive view showed various age groups dancing and enjoying KFC products
The ad included the hashtag #DipLoveChallenge to encourage viewer participation and organic sharing. This created a sense of community interaction with the brand
Within 10 days the ad was viewed 4 million times with a 9 point increase in popularity among Italian women aged 25-35.
Instagram is an incredibly useful platform that brands can use to promote their brand. By optimising shoppable video ads for social media, brands can engage millions of viewers and interest into conversion.
- Feb 24, 2021
More video content is uploaded online within 30 days than major US TV networks have created in 30 years. This means that brands must create video content that stands out to get noticed.
Firstly, let’s take a look at the two kinds of video formats on offer for brands.
Standard Video
Basic video that viewers are most accustomed to online
Interactions go as far as pressing “play” to start the video, pause, rewind, fast forward and restart
Minimal interaction, just viewing
Interactive Video
Viewers can interact with the content by clicking, hovering, scrolling and dragging “hotspots”
Videos can be shoppable with hotspots displaying product info and options to buy
360 views might give the user the ability to drag the screen and see in all directions
Branches give users different path options allowing them to customise what they see
Data inputs allow users to enter information like name, age etc.
Quizzes combine buttons and branching to deliver an assessment and reveal a personalised result at the end of the video
Customers can shop live through streaming commerce, watching videos and clicking the products shown to buy in real time.
While each form of video is informative, it is beneficial to look at the key differences that set interactive video ahead of standard video.
Engaging Potential Customers
Standard Video
54% of consumers want to see more video content from a brand or business they support. Video is the easiest way for customers to become instantly aware of a product. Static imagery and text can work, but video tends to be far more engaging and lead to more qualified leads to e-commerce sites. Linear video can engage an audience, but may not hold a viewer for the whole duration of the video. Brands need to come up with extremely creative content to grip a potential customers attention.
With 99% of current video marketers continuing to use video in 2021 and 96% planning to increase their spend, brands really need to consider how to optimise their video content beyond flat video.
Interactive Video
Interactive video platforms can help engage a viewer for 44% longer than linear video. The clickable element immerses the viewer, making them less likely to get distracted. By gamifying the experience the viewer actually enjoys and remembers the brand content. Therefore, the viewer is encouraged to visit the brands e-commerce site to learn more or make a purchase.
Informing Potential Customers
Standard Video
Linear (standard) video can be informative through the quality of the content. However, the viewer experiences it on a basic level, being shown and told information about a product. This lack of personalisation may become boring for a viewer and lead to increased drop off. Alternatively, the video may not include enough information. This might require the viewer to visit a brands site and research more details. The disconnect from the advert to the website may cause the viewer to become distracted and abandon their search for information altogether.
Interactive Video
By clicking on areas of the video a viewer can instantly find information about the products being shown without leaving the stream. Interactive video platforms like Smartzer help brands to develop informative, interactive videos. Brands can upload product links to hotspots for viewers to click to show details about the product such as colourways, sizing, prices or an option to buy. This shortens the path to purchase as the consumer is instantly informed about the product early on in the purchase funnel.
By using streaming commerce, viewers can shop live from brand videos in real time. This format of interactive video is highly effective at engaging and informing customers. Before the stream, merchants can use interactive video streaming platforms like Smartzer to add links to products that they want to showcase in their stream. Brands can maintain trust with their customers by demonstrating items for them to shop live. This interactive video format successfully reflects the benefits of in-person shopping online. Customers can shop live as the stream continues, maintaining their attention throughout. As a result, consumers feel connected to brands, turning views into conversions.
Conversions and Measurability
Standard Video
It is difficult to measure conversions through linear video. The only way to track a standard video’s success is through views. This has made it difficult for marketers to prove the value of their video efforts. Being unable to measure linear video means that it can be hard for brands to see where they are going wrong. Flat video banner ads convert at rates of less than 1%.
Interactive Video
Compared to linear video, interactive video is entirely measurable and converts at a rate of more than 11%. In fact, Smartzer’s interactive video platforms prove that by using these formats brands can increase their conversion rates by 4x their linear rates. Interactive video has enabled better measurement of metrics. You can track clicks within the video and analyse different paths taken, data inputted etc. Useful call-to-actions like “add to carts” measure the popularity of products and even purchases completed.
Summary
Video marketing has been and will continue to be successful at attracting potential customers. But, when push comes to shove, interactive video trumps linear in the fight for securing customer conversions.