In a previous post, we discussed how interactive video content can breathe life into a marketing campaign in ways that standard videos simply can’t. Interactive video is not necessarily a new concept. Savvy brands are learning how to use interactive video for multiple business cases.
The question, of course, is how to use an interactive video purposefully. Although it might seem tricky, it is possible to create tactical content and connect with your audience effectively by using the marketing funnel as your guide.
Like any other form of content, the basic end-all and be-all for interactive videos are whether they will engage your audience. For example, an interactive video will not have the same impact on older adults ages 50-64 as it will on the 18-34-year-old demographic. There’s often a technical component involved with these videos, so for those who aren’t well-versed in certain platforms, engaging with video can feel time-consuming.
There ia also the issue of the content itself. Your audience may already love interactive videos, but some content (which we’ll get to later) may “land” well with your target market while others may “bomb”. You have to do your homework on your audience and observe them to really hone and craft the content that will resonate.
Finally, there’s the issue of context. To get the most out of an interactive video, you need to release them at the right time, connected to other forms of content, with the assurance that the content story aligns with your industry. For that last point, it’s vital that you stay clear of taboos or messages that your audience could misinterpret as offensive.
So now we’ll answer the burning question – how can you use interactive videos purposefully? As we’ve already mentioned, the best place to start is with a content marketing funnel. This will help you determine how, where and when to use an interactive video.
The funnel is your roadmap for creating interactive videos — or any form of content for that matter. The type of interactive video you create will largely depend, again, on your audience, brand and industry. But naturally, you’ll find certain points where an interactive video will fit well with your marketing efforts.
Top-of-the-funnel (TOFU) content focuses on building brand awareness. This is the stage where you’re drawing people to your brand. Content in the awareness stage can be big and bold, and this is where some of the most creative interactive videos live.
Many brands resort to stories and experiences. These come in the form of choose-your-own-adventure narratives or shoppable videos where you can click on products featured in the video itself. These types of videos allow marketers to seamlessly blend their product offerings while adding a human and experiential element.
Another powerful technique is the use of interactive videos personalized for users. The starting point for this can be a banner ad or some other form that captures users’ information, and that can lead them to a video tailored directly for them.
Technology such as IndiVideo Interactive Personalized Videos makes these videos possible since it’s designed to create personalized videos for individual users in real-time.
Educational/Demonstration Videos (Middle of the Funnel)
Middle-of-the-funnel (MOFU) content skews more towards the educational and informative. At this point, a potential buyer feels good about your brand and wants to know more. You can now hit them on the head (tastefully, of course) with some more heavy-handed knowledge.
Content at this stage can serve as training videos, e-learning courses and webinars/events. The buyer wants to learn more about what your product or service does, and how your offering can make their lives easier.
The bottom-of-the-funnel (BOFU) is where the magic happens, so to speak. When someone reaches this stage, they’re strongly thinking about buying your product or subscribing to your service.
Traditionally, brands would rely on things like cold calling to encourage buyers to make purchases, but this tactic works less effectively now than ever before.
However, you can turn a call script into a video that demonstrates the product or service with added elements such as Q&A and personalized call-outs to customers. Such a video will a strike a balance between push and pull selling. In other words, you’ll warm them up to a sale without aggravating or underwhelming them.
Take a look at this Q&A video and how it would look for a user who’s interacting with it.
It can be challenging to create interactive videos from both a creative and technical standpoint. However, you can form a clear-cut path with a solid strategy. Using the funnel helps you determine what type of interactive video best suits your audience and more importantly when to roll it out.
So if you have some raw ideas for an interactive video, don’t hesitate to resort to the funnel for guidance. It will help you sculpt your idea into a well-defined piece of content that your audience will want to engage with.
For more insight on how to incorporate videos into your content marketing strategy, stay tuned to the BlueRush blog.