Interactive Video Marketing Platform

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How to create a highly effective video campaigns

Interactive Video Marketing Strategy

Creating a piece of video content is no easy feat, so it goes without saying that we all want it to perform! Perhaps you want to increase traffic to your e-commerce site, improve customer engagement or achieve higher brand awareness. We can’t tell you how many times we have faced the same situation! Here are some of the success tips we religiously follow and its shown us promising results! We hope it does for you too.

Video Marketing Strategy

First, to kick off your video marketing campaign, you need to have a video marketing strategy. This might sound like common sense, but you would be surprised how many marketers underestimate this and end up not doing it!

  1. Define your goals

Choose goals for your video marketing campaign. Sometimes there are tradeoffs with videos. You cannot have it perform across all metrics. Let’s take a 2 min short story for example. Now the creator of it may want to reach the highest number of people possible, and so the goal might be high video completion rates. However, if the creator wants high engagement rates, i.e. people navigating away from the video to a landing page, it might reduce video completion rates but increase traffic to the landing page; so there will be a tradeoff.

  1. Know your Audience

It is crucial to gain a deep understanding of who your customers are and what motivates them. For example, buyers of fitness lifestyle wear might be ideal for targeting gym memberships, fitness supplements, or fitness products. If you can successfully do this, you would be able to drive motivated consumers to your website, rather than passive viewing of your landing page. Motivated consumers = healthy ROI on campaign spending.

  1. Choose a distribution channel

Select the right distribution channel. Think Facebook pages, Instagram, instream and outstream advertisements. If you know your target audience, you know where they consume content. That is where YOUR video content should be to connect with the audience easily.

  1. Be creative

Now that you have got this down perhaps you are wondering how you can get consumers of your ad actually to click on your ad?  Be creative, catchy, make it memorable and appealing to the specific target audience. If you do this right, along with being in the right place for your target market, you will get a high response rate. I’m browsing golf clubs, and I see an ad for training to get two strokes off my game? Awesome! Entertain and evoke an emotion of the viewer.

  1. Video length matter

Video length is a tricky thing, but what we know for sure, the trend over the last decade proved the value of shorter advertisements. Gone are the days of long form commercials, there is no place for that in the online world. Videos as short as 15 to 30 seconds have seen great results, but this can vary based on region and distribution channels. We would recommend to dive into past data of your campaigns and use that to predict future performance.

  1. Include a call to action

Incorporate a call to action, that’s the most critical part of your video ad campaign, the chance to motivate your audience to take steps toward becoming a customer. However, the caveat here is, consumers are only going to be motivated to click on your product if they feel it will provide real value to them, regardless of your sales tactics.

  1. Add Interaction to Video

Yes, we know this is cheeky, recommending to use our product, but we wouldn’t put this here if we didn’t think we could unquestionably provide value! Interaction within the video will set your video apart from the majority of advertisements that are not using interactivity in ads. This will shift your viewers to active viewing as they may feel more engaged, and this will show in your data when active viewers convert to your goals!

Some of the advantages of interaction within videos are:

comparison-Iinear-video-vs-interactive-video

 

Interactive Video Statistic

Interaction drives engagement by allowing viewers to choose what content is relevant to them and access more information without being redirected to another webpage. With a simple click/tap, they can find the nearest shop, shop the products, book a hotel or subscribe to a newsletter. By being mindful of how you add interactions to your video you can increase engagement, views, and CTR simply and intuitively.

Let’s take a quick look at a comparison on results from linear/traditional videos vs interactive videos:

Linear video advertisement  vs interactive video advertisement

Average Video Completion Rate

 

Video-Average-CTR-Rate

 

Video-Average-View-Time

 

The data speaks for itself! To interact or not to interact is the viewers choice, but even zero interaction is a choice that the consumer made which is more data than a non-interactive video ad.

 

Interactive Video Marketing Examples

Interactivity in video ads can accelerate positive behaviour of your customers and drive significant business value. Just check these creative executions of interactive videos which increased performance:

 

Harley Davidson

“Battle of the Kings”

Harley Davidson effectively used Wootag video interaction to conduct a voting contest to pit custom built bikes against each other. You’ve got to check some of these out, they are beasts!

Visa’s execution was able to generate an incremental interaction time of 6s when viewers clicked into the interaction point driving awareness uplift.

 

Prudential

“Interactive recruitment strategy.”

Prudential uniquely caught potential employees’ attention with a catalogue of options for job scopes that might not have been known to exist in an insurance company!


A new style of approach to HR marketing drove 6.6X uplift of viewers to interact within the video to learn more about jobs available in Prudential. Watch the Full video here!

 

Nestle NANKid

“Binge Watch” execution

Nestle leveraged on brand ambassador young NANkid Scarlet Snow and Wootag’s platform to create a series of advertisement with an episodic implementation! Viewers could binge watch her whole Swiss Adventure without ever leaving the first episode.

This unique style of video advertisement execution drove 7X uplift of interactive views within the video to view more of her Swiss Adventures. Watch the full video here!

 

YSL

“Holiday Shopping Fever”

Last holiday seasonal offer by fashion brand YSL showed off their special deals with a beautiful showcase style gallery right within the video!

YSL’s seasonal execution drove 3X uplift of traffic to the YSL e-commerce site. Watch the full video here!

 

Key Takeaways

No matter if, you are a small, medium or enterprise business you should consider including video content in your marketing strategy. According to Cisco “by 2020, there will be almost a million minutes of video per second crossing the internet, and this will account for 82% of all consumer web traffic”. Though 64% of marketers see a video as the most challenging type of content to create, it is definitely worth to invest in it, not only because interactive videos are the market trend, but also because it drives awareness, engagement, and revenue (Ascend2’s State of Content Marketing). By adding interaction to your video ad or content, you transform the viewer experience and capture valuable data and insights about your potential customer behaviours which allows you to adapt your video and e-commerce strategy in real time for more engagement, views, CTR, and eventually higher sales! If you want to start today with interactive videos, sign up for a demo now and create your pilot project today! You can also check out more inspiration and examples of interactive videos here. Start your interactive video journey now, the future awaits!

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January 8, 2018 • Interactive Ads, Video Marketing

Converting 5 Million + Audience into Customers – The Wootag Way

Converting Audience into Customers the Wootag Way!

Converting audience into customers - Wootag way

Wootag – Video Interactive and Insights Platform

Would you like to see more infographic about interactive videos? Click here

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December 14, 2017 • Featured, Interactive Ads, Video Marketing

Science of stockpiling during retail flash online sales

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Hitting $5 billion in transactions in less than 15 minutes on Singles Day, made this the biggest day in online sales this year. This trend is slowly becoming prominent in Asia and the reasons behind this consumer behaviour of buying products in bulk during special occasions is clear.

“It’s not that we need Singles Day,” Alibaba Group President Michael Evans said in an interview with CNBC. “It’s the opportunity for merchants and consumers to have fun and engage in something that’s really exciting. It’s an opportunity for consumers to explore and find new brands and new products.”

Consumers are set to be more diligent and prepared in stockpiling during these flash sales. They will rely on digital platforms to get the latest information on trends, product and brand reviews, exchange experiences or compare prices. At an integrated level, interactive video and social channels will be essential for brands to provide content and opportunities for valuable engagement.

In this age of ‘New Retail’ where online-offline integration is ever-changing and retail innovation is dynamic, shoppers are savvier and e-commerce promotions will need to be swift, transparent and easy to execute to meet the increased demand during flash sales.

Attract consumers

Here are some of the ways in which retailers could polish their pages, expand their digital offerings to attract consumers with a tendency to “stockpile” during flash sales.

 

  1. Retail pages should look at creating more interactive content be it shoppable videos, tutorial videos or educational videos. Whether it’s to engage with elements directly, unlock access to further information, and disclose their opinion on topics, shoppers will find themselves drawn to a page with interactivity and staying on the webpage for a longer time.

 

  1. Fashion and beauty websites will also need to blend online and offline user experience into a cohesive, friendly one. Through the support of platforms such as Wootag, consumers can use the store locator to direct them to nearby purchase points or for them to host practical guidance in the form of tailor-made video portals, podcasts, and slideshows.

 

  1. Featuring localised content for a flash sale for public holidays or special occasions. To attract consumers to browse more, create customised product packs and knowledge of the festivals such as Lunar New Year, Hari Raya or Thanksgiving.

 

  1. Consumer brands should also work on developing buyer persona driven content: These should suit the personas of the Convenient Shopper who buys things at times that suit them, Emotional Shopper who goes online when they are bored or the Seasonal Shopper that buys things at specific times of the year. All three buyer personas are in the practice of stockpiling and there needs to be a call to actions developed to suit the personas’ respective needs. These could include interactive videos that showcase the needs of the shopper profiles.

 

  1. Tease FOMO (Fear of Missing Out) content:  You will want your consumer to aspire to greater quality and have an emotion of ‘missing out’. To capture the consumer’s attention, introduce an exclusive, niche product with a limited release not only in quantity but for a limited time.

 

  1. Engage with customers (Customer-service content): Flash sales have the added bonus of increasing traffic as well as engagement, so it’s important that you or your team are available to answer questions, thank purchasers, and keep the momentum going.

 

  1. Data-driven pages for contented consumers is the way forward. Identify using geolocation tools a data-driven and location-based audience that show the most interest in your products. By presenting customised ads to the identified group at the optimal time, it’s a wise opportunity for effective conversion.

 

From Amazon, GroupOn, Alibaba and others, flash sales are taking the globe by storm. Consumers will no longer be looking at discounts but product quality and range. Mobile and tablets, apparel, footwear and electronic categories will be the most popular products with home furniture and luxury items also on the increase.

 

By providing consumers with the right mix of interactive and engagement tools, flash sales can be a viable opportunity. With accurate expertise and content that proves valuable, it is the perfect pitch to convert consumers into loyal and repeat ones and who will recommend the site both mobile and on socially.

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October 31, 2017 • Featured, Interactive Ads, Video Marketing

First Look Asia: Wootag on shopper interactivity – interview

Shopper interactivity - Wootag Interview

Wootag on shopper interactivity – interview

The ways in which we shop are becoming increasingly effortless and diverse. There is also pressure for online stores to think outside the box more and find newer ways to engage and retain customers.

Wootag is delighted to chat with Channel NewsAsia’s First Look Asia for our perspective on how today’s user experience will be driven by curiosity as well as a desire for relevant content.

Wootag on shopper interactivity

In a mobile-hyperactive world, shoppers are looking for increased convenience, reducing time and money, and lightening their burdens. Raj Sunder, CEO and founder of Wootag, shared with CNA alongside a panel comprising EY and Adatos AI, about the way in which technology is redefining the way people shop and the new frontiers of merging both online and offline shopping. 

 

 

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October 26, 2017 • Featured, Interactive Ads, Video Marketing

Interactive travel videos – win consumers over

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In today’s surplus of online travel content, consumers are savvy in making choices and discretionary when it comes to absorbing information. The responsibility of travel brands now lies in their flexibility, connecting with consumers wherever they are on-the-go. Getting that digestible, exclusive and mobile-friendly content into their hands will remain a goal for travel brands, one that they must evolve to keep up to terms with.

Be it airlines, hotels, destinations, tourism bodies, traveller comparison websites or Airbnb properties, they are all aware of the consumer’s purchasing cycle prone to change. This change is as much as their social media habits and content preferences.

In view of this constant fluctuation, travel brands need to reconsider their marketing strategy and pump resources into interactive channels. Today, social channels are the default space where people ask for recommendations, chat with live chatbots, look at social posts of a place and watch dynamic videos.

Instead of polished Photoshopped destination videos, consumers trust bloggers’ instincts, word-of-mouth from Instagram influencers and what is most frequently shared as what they trust and rate worthy.

Here are some of the features that consumers look out for in a video that helps to influence their decision and give the right prompts and action.

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October 19, 2017 • Featured, Interactive Ads, Video Marketing

Staying on top of the pack with video-first marketing

blogpost-template2 (3)Last week, we took a look at what leading travel brands are doing to make their videos compelling and engaging for audiences.

Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure?

Google has drilled down the user journey to four differentiated components that capture the experiential edge of travel using moving stories. They are

  • I-want-to-get-away moments (Awareness-raising)
  • Time-to-make-a-plan moments (Offer information)
  • Let’s-book-it moments (Building trust, comparisons)
  • Can’t-wait-to-explore moments (Focus on experience)

Be it engaging with your viewer or raising awareness to build loyalty, video captivates audiences on all of these moments: “I want to get away”, “time to make a plan”, “let’s book it” and “can’t wait to explore”. It offers collaboration and interactivity that will induce interest in your audience. With a crystal-clear storytelling format and personalised message, a video is the platform-of-choice to differentiate your brand and sets you up for a rewarding and purposeful consumer journey.  

Here are some of the qualities that videos should have such that consumers are enticed to begin their journey.

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October 12, 2017 • Featured, Interactive Ads, Video Marketing

Why Travel Brands are Differentiating Themselves with Video

Travel differentiating with video

Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.

Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.

According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.

Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.

With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories from a local perspective.

Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in a local culture. Jason Dorsey, a marketing author and the speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”

We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.

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Loving It, never trust a clown – videos which empower your brand

Movie marketing is no longer confined to trailers and static videos as audiences have become more accustomed to something with a twist and in different formats.

The latest fast-food brands war between Burger King and McDonald’s sees Burger King trolling McDonald’s with the motto “Never trust a clown” in the screening of horror flick ‘It’.

The film involves a creepy clown as the arch villain in the movie and by making reference to it, it displays Burger King’s brilliance in combining satire, guerilla marketing and product placement then woven into a major blockbuster. What a Whopper Burger King!

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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October 5, 2017 • Featured, Interactive Ads, Video Marketing

Videos that go from ‘many’ to ‘one’ to drive digital impact

Video digital many to one

A video that drives digital impact

Marketers face a formidable challenge in trying to reach a broad audience across market segments and geographies in the shortest time. For CPG plans, this can be particularly complex. Where video was formerly used to tell stories and create brand awareness, there is a need to distill it to product awareness, acquire customers and drive sales. A video will drive purposeful intentionality and originality, and similarly, tackle these priority goals of a conversion funnel.

The potential and promise of video lie in its interactivity. This interactivity requires the user to participate by making decisions and taking actions. With a well crafted interactive video, you can enjoy more substantial viewing times, greater brand and product awareness and higher rates of engagement. The more thoughtful and relevant video also leads to generating more insights into your user’s profile and an ability to optimise content effectively for the right viewership. Fit your brand’s narrative with your viewers’ personal brand and you’ll have a meaningful relationship that’s built to last.

With a bird’s eye view of audience understanding, conversion, engagement and awareness, you’re set up to succeed at adding a human touch to a rich digital experience. Know what you stand for, who you are and what sticks and ticks with the person you are trying to speak to.  By thinking interactive, you’ll have a combination that blends personalised touchpoints, collaborative formats and relevant stories.

Keen to learn more the human touch for digital engagement and sight and sound that stir brand loyalty?

Download this free e-book which will walk you through tactics for making sure your videos are interactive and personalised drawing you closer to your viewer. Get your brand from ‘many’ to ‘one’ and moving to stay true to itself.

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September 26, 2017 • Featured, Interactive Ads, Video Marketing

Driving the way to human made achievements – brand video

 

Be it from the sensational to the moving to the uplifting, we are always on the look out for videos that capture us and speak to us. In any vehicle, it is the human that is in the driver’s seat and that is what Volvo does skilfully pointing us to reflect on our identities, our behaviour and our expectations. It’s ads like these that make us think “they get me”, urge us to look forward to what’s to come and appreciate the environment around us.  Celebrating human achievement with innovative branded content is a smart move says Andy Lockley from Grey Group, “These remarkable stories depict people who are doing amazing things in the space of human-centric innovation. In turn, they share the same values of the Volvo brand and the way in which they design their cars.” For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

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