9 April 2020Blog
Today’s topic is a fun one. If you’ve been following the latest trends and topics, you’ll know video content is king when it comes to content ( You might find this useful as well : 5 Social Media Trends to Watch in 2020 ).
In this article, we’ll be focusing on interactive video and its many uses. But most importantly, I’ll give you the insight scoop on how to effectively use interactive videos to grow your ROI and drive sales.
What makes interactive videos so great?
The short version? Everything. But seriously, interactive videos invite the viewers to take part in your content instead of passively watching. You’re putting the viewer in the drivers seat and letting them take the journey that you created.
Our attention spans are getting shorter and shorter, that’s no secret. What this means is that you need to capture your viewers attention long enough to see a proper conversion.
33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes.Source: Ad Age
Luckily, interactive video comes to the rescue. People naturally like to interact with what they’re watching. Traditional video formats are becoming a thing of the past.
Interactive Video Converts
There’s no secret about it. Video in general converts at a higher rate than any other form of digital content but you can take that to the next level by adding clickable and interactive elements to your videos.
Including a video on a landing page can increase conversion by up to 80%Source: Flockler
This doesn’t mean that every single of your videos should rely heavily on interactive content, but it does mean that if you haven’t applied this business strategy yet, you’re missing out on some big conversions.
One of a kind content
Naturally, people like participating in anything interactive. What does this do in turn? Makes your content memorable. What the viewer remembers about your brand is important, especially if it’s something that’s gotten their attention in a positive way. Interactive video offers brands the competitive edge needed to earn the customers attention.
Ok but how do you make it great?
You mean, how do YOU make a great interactive video? Well there are numerous ways of going about it. But a safe bet would definitely be to make the interaction as thoughtful as possible. With the user in mind, your video needs to be specifically designed with a clear objective at hand. Answer the question of “Why” not “What”.
Another way is the use of gramification. This creates a somewhat of a gameplay video experience. This technique relies on branching and multiple paths for the user. In practice, it’s a very fun approach to video marketing.
Be sure to use engaging but also fun content. Don’t be the generic salesperson who is just looking for a quick sale. Make the experience worth taking and as pleasurable as possible. This is a great time to look back on your favorite thought provoking ads and discover as to what made them so great. Interactive videos give you a chance to take your marketing to a level you didn’t think possible.
And what’s the best way to do that? Make the viewer be a part of your story. The greatest advantage of using video is that you can tell a strong story through it. Interactive video steps that up to a higher degree by turning their viewers into the heroes of their brand history.
ROI and Video
Well 2020 is here and the consensus is in. Video grows your ROI in every way you think it would. The benefits of video marketing in general, are incomparable.
89% of video marketers say video gives them a good ROISource: Wyzowl
As luck would have it, I’ve written an entire piece on Video and ROI, It should clear up the hype of video for you. To summarize, marketers know the influence video has on your brand.
52% of marketing professionals worldwide say that video has the best ROI of all content types.Source: Syndacast
Making it count
So how do you actually measure ROI and Video? The first thing to remember is that video is treated differently when it comes to analytics. There’s no point in trying to compare your metrics with YouTube stats or Facebook video numbers.
View data in general is pretty much useless unless you have actually data stating who viewed it and what they did and if ultimately it led to conversion.
The thing is…
It really depends on the goals you have for your videos. They differ video to video. Each video can have multiple goals but let’s just go over a few to help you determine what YOUR goal is.
Drive more traffic
Your most important metric will be CTR. You’re trying to get as many people as possible to see your content right? Right! The way you go about that is by measuring your CTR ( Click-Through rate). Additionally, you can also measure the performance of particular links within each video as well.
Adding video to your emails can increase click rates by 300%.Source: HubSpot
You’ll be watching your ROI here. Putting into consideration things like production fee, time spent, salaries for everyone involved. Dividing the revenue put into your video campaign or program, by the total investment. If you’re in the plus, you’re doing the right thing.
Build a Contact List
Collecting emails and contact information, you’ll be using the subscription rate metric for this one. Chances have it, you’ll need to build a list of contacts to generate more leads. Placing newsletters and ways to get the viewer to subscribe are crucial.
Who’s using video and benefiting the most?
More than two thirds of marketers are using videos today for marketing. Now that’s a piece of the pie you can’t be left out of. B2B marketers as well as B2C are taking full advantage and you should too.
One program for every audience
You’re probably thinking that creating an interactive video could be too time consuming and expensive. I’m here to tell you, it doesn’t have to be. Some companies charge thousands for this kind of work, Videommerce gives you the tools to create engaging interactive videos for a reasonable price. Actually, it’s free to start.
But what make’s it so great? It’s easy to use. Provides you with hundreds of templates to choose from and other cool features such as dynamic narration and personalization. But the focus of this article is interactivity, and that’s something Videommerce specializes in.
A small preview of how easy it is to add clickable and interactive buttons to your videos. This is just the tip of the iceberg however as there are dozens of ways to spice up your videos using this extraordinary platform.
Every brand should have a chance to create video content of this magnitude, and you have the tools at your disposal. Start making some videos!
Use Video to Drive Sales
Video give you visibility, as we’ve determined above. Creating content that has a tangible impact on your brand is important. That’s why it’s important to focus on all aspects of the sales funnel when dealing with video.
Nearly 50% of internet users look for videos related to a product or service before visiting a storeSource: HubSpot
This means high engagement to keep an audience. Effectively turning them into leads. Customers want to see content that educates them and informs them of what you’re all about. With interactive video, you’re creating and paving a way for showing WHY your service can help them. That’s big.
Whether you’re creating interactive explainer videos or a simple product demo, these videos garner high levels of engagement.
Boosting sales with video comes (See also : Drive Sales with Video Marketing) down to presenting it in the right context. A video that aims to convert should be presented at a time when your customers have demonstrated a deep interest in your brand.
Grow your ROI with intent
Vidoes can and will help your brand reach heights you didn’t think possible, if used the right way. Creating quality videos and being able to distribute them correctly is key. Now adding to that interactive elements and you’ve got something special.
Your audience needs to see your content, and once they do, your job is to keep them paying attention. Interactive video does that. Use clever CTAs (See also: Using Video to boost your Click-Through Rate! ) wherever possible to take them to the next stem of your video.
Tracking and optimizing your campaigns should give you a general picture of how you’re doing, keep your eye on that. If you’re looking to Grow your ROI and drive sales, you can’t go wrong with adding interactive video to your business strategy.