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Best Ways to Use Interactive Videos

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Best Way To Use Interactive Videos For Your Brand

A lot of the videos out there are linear in form – you view them, feel moved by them (or not!), and then you proceed to ‘like’ them, share them or start watching another video. They provide a multi-sensory experience but don’t go beyond it to interact with you. Interactive videos fill this gap by including ‘hotspots’ that you can click within the video to interface with the content in different ways.

If your business is already utilising video marketing, interactive videos can be the evolution that you have been seeking from the regular audio-video experience your audience is accustomed to. You can consider a variety of ways to incorporate interactive technology into your product or brand videos, as discussed below. But what are the best ways to use interactive videos? 

Generate leads directly from your interactive video

Videos should rightly focus on selling experience or a benefit because it is what reels people in and encourages them to view the full video. If sufficiently convinced, they will want to know your brand better, try before they buy or at least kick-start some sort of engagement. However, as this involves some investment of time (even if 10-15 mins), some if not all viewers may postpone this effort if they are not sufficiently motivated or don’t have an urgent need for your product.

What if you could eliminate this ‘extra’ effort and offer viewers single-click access to:

  • Contact details
  • Subscription forms
  • Additional product information
  • Product purchasing
  • Social media pages

When the option is right before them, potential customers will be more inclined to take the initial step and enter your sales funnel as leads. Interactive videos offer ease and convenience to your audience and fire up your lead generation.

Speed up sales

Instead of a lead capture form, what if you placed ‘add to bag’ options in your video? Viewers who are ready to buy will feel more compelled to act then and there than if they were browsing the same products on a website or a third-party marketplace catalogue.

On your website, fear-of-missing-out (FOMO) messages such as ‘Hurry! Only 5 pieces left’, ‘Buy while supplies last’ or even a ticking clock next to your product can push quick sales. A direct purchase from within your interactive advertising video may not necessarily create a sense of urgency, but it will catch viewers ‘in the moment’ when they are most susceptible to suggestions.  

The human mind is highly susceptible to subconscious or subtle cues. Up to 40% of consumers change their minds at the point of sale because of something they see, hear or learn [Dhar, R (2012). The Irrational Consumer: Four Secrets to Engaging Shoppers Huffpost Apr 17, 2012]. You have the opportunity to generate interest from those who may be contemplating a product similar to yours. They will view your ‘add to bag’ suggestion differently than when they are watching a linear video. Even if the audience only interacts with your video without buying the product, they now have an experience with your brand, which will leave a lasting impression on them.

If your interactive video has a substantial impact on viewers, there is a possibility that some will directly proceed to purchase from within the video because it is that simple to begin the process to owning the product.  

Imprint the promoted product in viewers’ minds

It is a well-known fact that we are more predisposed to remembering content with videos and images than text alone. We are exposed to tons of online visual content every day. So, there is not one but potentially multiple images or videos or parts of a video that may stick around in our minds at the end of the day. That means your video will be competing with many brand/product advertisement videos to recall stakes.

An interactive advertising video would be more easily recalled due to its engaging and possibly unique nature. You may not recollect everything your manager said at the meeting where he was doing all the talking. However, you will be able to recount – may be even in sequence – an encounter with your manager, colleague, client or friend when the communication or participation was two-way, with one reacting in response to the other.

Unlike a usual brand video where your audience is only watching, in an interactive video, they are engaging more actively with it. They are getting to know your product/service through a continuous experience. At the end of the experience, they feel more intimately connected to your product because they know more about it.

The cumulative effect of video and informational text will have a more significant impact than video alone. Also, as an interactive advertising video does not overlay on the file, instead of showing hotspots and gives you the option to click, there is no disruption to the viewing experience. Even if the viewers choose not to click on hotspots to get more product details and only watches the video, they can replay it and this time, interact with the product they liked.

Enhance educational videos

If you feel that an educational approach to a video is the best way to intrigue and engage your audience, interactive technology is your best friend! You can explain your engagement model (ex: BPaaS), a new service, a complicated/multi-layered product more effectively. Your audience will be learning through doing, so to speak, and will have gained a more rounded understanding of whatever you’re trying to explain to them. Check out this is Wootag’ed interactive video of Unilever brand Lady’s Choice, and compare it with this is regular video advertisement Lady’s Choice brand video. Interaction does make a difference in experience and perception for a customer.

It is time to power your marketing and sales with interactive technology. Try it now to improve business outcomes from your online advertisements.

 

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Programmatic Channels Viewing Experience – Ford

This week take a look at a powerful execution by Ford, across programmatic channels, to increase the awareness and time spent by the audience within their videos by using Wootag’s Video in Video feature!

Ford was able to provide a “Choose your adventure” type of video viewing experience where viewers chose the feature of the car they were most interested in giving Ford valuable data insights on what features matter to which viewers based on their targeting metrics.

Ford X Wootag with this unique type of interactive viewing experience which generated uplift in view time and valuable insights on the Ford EcoSport features which mattered the most across their audience.  

Visit Wootag.com to learn more about more various interactive executions and insights!

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December 21, 2017 • Interactive Ads

Wootag’s Picks for Best Engagement Videos for 2017

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Here’s a rundown from the ads that have made an impact, either with thought provoking campaigns, audience engagement or the use of effective content marketing. From the masterful to the memorable and inspirational, here are Wootag’s picks on the best video advertisements of 2017.

By telling stories that are customer-centric and not overly aggressive on product placement, these video ads have made themselves adaptable to universal themes, relevant to their audience and successful in driving engagement. They can enable themselves to be more dynamic and versatile using marketing platform tools such as Wootag.

Wootag helps clients across a range of industries such as retail, IT, financial services, travel and consumer goods to broaden their engagement and visibility. These may include increasing awareness of product variants, driving online sales, transitioning from online to offline and increasing booking and purchasing add to cart functions. Through these areas, interactive video becomes a definitive complement to ensuring an integrated consumer experience that drives a human touch. To have a closer look, please visit www.wootag.com/explore.

Thought Provoking Campaigns

Heineken Worlds Apart

Using a beer ad to raise deeper issues is definitely something alcohol guzzlers wouldn’t expect. The #Worldsapart campaign asks the question, “Can two strangers with opposing views prove that there is more that unites us than divides us?” Individuals with contrasting and extreme views are paired and they enter a rich dialogue over chill beers.

 

IKEA Lion Man

Globally recognised for defining the feel of a living room, IKEA this time puts a twist with a rugged, admirable strength of the lion. The importance of well being and relaxation are articulated through the lion’s reminder to see the world as “wonderful everyday”.

 

Audi’s Daughter

https://www.youtube.com/watch?v=G6u10YPk_34

More than just a family story about a young girl emerging champion of a race, this Audi ad makes a poignant point about gender equality. A father in supporting his daughter is worried about her loss due to unfair points and he struggles with having to break to her how she is part of a world that puts men above women in numerous fronts.

 

Nike’s ad with female athletes

As gender norms are still strict and repressive in the Middle East, most brands shy away from exploring the subject. For Arab women to be successful athletes, they are defying the conventions of women in their society. From Parkour to singing to fencing and boxing, these women are heralded as inspiring and leading activist figures.

 

Audience Engagement

 

McDonald’s Malaysia uses snappy teasers for a product campaign

McDonald’s Malaysia has taken a leaf out of Netflix’s approach to short snippets to engage viewers. The fast food giant used a series of shorter 12-second ads to drive visibility of its new campaign, paired with a 46-second spot to entice viewer participation when they launched the Spicy Korean burger. The ads were inspired by Korean drama storylines and give viewers their opportunity to sink deeper into the story.

 

Celcom builds emotional ties with engaging teasers

Celcom, a long-standing Malaysian mobile telecommunications company, sought to use short videos that were released gradually, to build emotional connections with its customers. The 30 short-form videos led to a more substantial campaign released after Hari Raya.

 

Burger King dishes out a whopper on bullying

A hidden camera statement that makes a moving statement about bullying is the genius aspiration of Burger King. Overall, the video cleverly weaves the product at the core of the story. It puts the spotlight on the bystanders that sit by passively and being indifferent to bullying using the burger as a well placed testament to social bullying.

 

Sprint puts no limits to measures

A warm heartfelt look at the things people who do in order to get out of phone contracts. It makes a statement about device dependence and the world in which people live on mobile and not in reality.

 

Knorr puts a twist on tastebuds

Combining the interactivity of a flavour profiler tool with a #LoveatFirstTaste campaign, Knorr allows its video followers to identify what flavour means to an individual. The video shows that taste is something that unifies people more than they imagine and shows how and where strangers connect through their flavour profiles. An unusual first date that engages viewers and a clever brand marketing plan to reinforce its focus on taste.

 

Danish TV2 claims ‘all that we share’

Aptly released on the day Donald Trump announced the ban on travellers from 7 Muslim countries, the ad illuminates how we forget about what unites us instead of focusing on differences. The ad is shot in a frank and down-to-earth style illustrating the importance of diversity in these troubled times.

 

HBO allows viewers to search and vote

HBO’s short video titled “What We Believe” garnered over 517,000 views and was part of an inbuilt promotional campaign in which they dedicated an interactive website for their superhit TV series, the Game Of Thrones. The interactive component was expanded on as they could search for their favourite character and cast their vote for the person they felt best to lead the great wars.

 

Discovery goes 360

360-degree videos are the current craze for many brands and Discovery Channel has accomplished it well. The global TV giant has created adrenaline-filled videos from the adventurous to the fearsome and the format of the video plays off the brand’s qualities well. MegaCoasters: Ready for the Drop received over 24 million views and currently sees Discovery Channel as the highest ranked entry for “360 videos”.

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