Why Integrate Interactive Video Into Your Strategy?

Surely you have all already interacted with audiovisual content. It is indeed not uncommon to see it on YouTube: end screen with clickable links to subscribe, to watch a suggestion or even answer a survey during viewing with the information sheet.

But interactive video isn’t just limited to YouTube. You too can offer your customers or collaborators animated and interactive content that goes well beyond the features mentioned and reinforces your strategies.

What is an interactive video?

By definition, it is audiovisual content that involves the viewer at the time of viewing. For this, various clickable and interactive elements can be integrated into the content. These can be quizzes to be completed in real time, multiple choice questions, images to classify, text boxes, infographics, links redirecting to other content, PDFs, etc.

The interaction video can be broadcast on your website, blog, elearning platform or via links shared in an email for example (redirecting to specialized video hosts) according to your strategy.

It differs from other audiovisual content for several reasons:

You need to create a tree structure. This consists of schematically representing all the topics you want to address as well as all the possible paths to get there. Tools such as Draw.io make it easy to create a tree structure. The realization will be fluid provided it is carried out with the right combinations.

If you decide to integrate a voice-over into your creation, the script will have to be written in a more “oral” way. Indeed, in interactive content, the voiceover speaks directly to the viewer so that they interact in return. It is therefore advisable to use a more common vocabulary.

The production of interactive content is more complex than a classic video. Various possibilities are available to you: entrust its production to web developers, carry it out yourself using software such as Cinema8 or even entrust it to an audiovisual production agency such as Cinema8.

Interactive video, for whom

The interactive video is available indefinitely thanks to the multiple possible interactions and bends to many strategies. It allows companies in various sectors to achieve several objectives, here are some examples:

Training objective

Interactivity lends itself particularly well to the training game. Cinema8 strategy, for example, has been to launch interactive content as part of the training of thousands of salespeople (internal and external) so that they can easily and effectively familiarize themselves with the range’s fragrances and the spirit of the brand.

Several small quizzes occur as the viewing progresses in order to check the viewer’s understanding and achievements, as below.

The quiz makes it possible to energize viewing and test knowledge in real time.

External communication objective

In the case of an external communication strategy, interactive video will intervene to inform customers or prospects about a product or service.

It can be a strategy to make your product known. For this, it will be necessary to present the characteristics of the product then to test the spectator on what he has retained. Thus, you will see the points that most marked your audience and those on which it is relevant to communicate.

An interactive video can also serve as a strategy to explain the use of a product and thus improve the post-purchase experience. This is the case of the realization opposite made with Cinema8 which stages its products within an interactive recipe.

The little extra is a link to the recipe that the viewer has just co-produced. He will thus keep a written record and will be able to carry it out in turn.

Internal communication objective

Interactive video can also be used as an internal communication strategy to explain a security procedure, for example. This is a subject that requires special attention so as not to put oneself in danger.

It can also be used to address a complex subject that requires great concentration.

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