According to a recent study about media engagement, people are exposed to so much information every day that it would be enough to overload a computer. The side effect of this is that people’s attention span has become shorter and shorter, and they can lose interest in a mere 7 seconds.
Therefore, in order to grab the attention of an audience, information has to be delivered in an engaging and easy-to-grasp way. There are two elements that have proven to create the most captivating forms of media: personalized video, and interactivity.
It has been proven throughout recent years that video is the most engaging form of content. For example, people are able to remember 95% of video content, compared to only 10% of text. In response, most of the web has become video-based.
Personalized video is able to take that engagement to the next level. Elements within the video, such as a first name, purchasing history, or billing information, can be personalized so that it speaks directly to the individual watching the video.
Here’s an example of a personalized video you can quickly try out for yourself!:
Want to know why 96% of people who start Buzzfeed quizzes finish them? It is because they are interactive. They give the viewer the ability to become more than a viewer – they are part of the information that is delivered to them.
Interactivity allows the audience to customize video content by answering questions and on-the-fly. Their answers determine the direction of the video which is personalized on-the-fly. Information received in an interactive format retains focus, is personally relevant, and is even a recognized medium of education. Interactive media is simply the best engagement method.
For example, this Interactive Retirement Expert engages viewers by asking questions about their current savings, age, when they want to retire and then the tool will immediately create a personalized video that explains their retirement picture and options.
The combination of interactivity and personalized video is quickly becoming a viable way to simulate a conversation with a human expert. Whether it is in finance, medicine, customer service, or any other sector, an expert follows a pattern… assess needs, and deliver solutions for that individual. Interactive, personalized video is capable of following this pattern.
As more questions are layered in, the back & forth interactivity allows solutions to get further refined. The user, then, controls the level of depth, so that everybody gets what they want. Some people have a single, simple question and others need much more detailed explanations to make larger decisions.
This technology provides a new level of assistance to every digital interaction, from sales to customer care. As it advances, interactive personalized videos will become more fluid and flexible. It will have the ability to take on the repetitive tasks of human experts, such as basic assessment and delivery of options. This will leave the higher-level, more intricate interactions to human experts. In other words, done right, humans can do what they do best, avoid repetitive tasks and be more efficient.