As video becomes more of a mainstay in content marketing, new and sophisticated forms of this visual medium are growing more popular. The explainer format, which we’ve discussed before, is one such example, and many brands and publications rely on this format to convey information.
However, interactive video is also taking hold. From choose-your-own-adventure style narratives to shoppable videos, interactivity is starting to permeate video communications as a means of deepening audience engagement.
But for a brand to use interactive video successfully, they need to make use of an interactive video platform that facilitates their needs. Finding the right platform can be tricky. Fortunately, these three quick tips will guide your efforts.
1. Choose a winning partner first, not just a platform
First and foremost, choosing the best interactive video platform involves more than just the platform itself. If you truly want to produce successful interactive videos, it’s in your best interest to work with a company that offers marketing services in addition to their platform.
Ideally, this partner would help you create interactive video content that fits within your content strategy. This ensures that the video will communicate your objectives and, more importantly, resonate with your audiences. They would likely ask you questions that would assist them in their creation or facilitation of interactive video content, including:
Whatever your end-goal business objectives are, the creators of a winning interactive video platform will deliver creative, strategic and technical savvy so that your video content can help you reach those goals.
It’s beneficial to work with a company that possesses these capabilities because they understand different video formats will accomplish different objectives. For instance, an interactive storytelling video would be a great way to build brand awareness around a social problem or a historic event.
However, a shoppable video, where customers can click on items within the frame for price details and product descriptions, would work best at the bottom-of-the-funnel. Why? Viewers at this stage would be more inclined to learn more about product details as they are nearing a purchase touchpoint.
Ultimately, an interactive video platform is merely a distribution channel. Although it may have a robust set of features, what matters most is the service being marketed.
When choosing an interactive video platform, you need to select one that supports the technical constraints of your video production.
For example, if you want your interactive video to feature questions that viewers need to answer, the platform would have to support screen overlays where viewers can click on the answers. Or if you are creating an interactive video that uses personalization, then you will require a unique blend of templated content and data retrieval from an existing customer base such as a CRM database. You would therefore need a platform that can support such features.
Certain types of interactive videos will require specific file codecs (ie. HTML5, jQuery) in order to appear in high-resolution and be free of any lagging/latency issues (especially for videos with live streaming elements). It would be frustrating to choose a platform without first understanding the technical constraints of your video’s requirements.
Therefore, inquire beforehand what your platform of consideration can deliver from a technical front. It will save you tons of time and wasted effort down the road and ensure that your creative vision isn’t sacrificed because of a lack of platform functionality.
You’re likely familiar with the saying “you get what you pay for”. The principle applies to interactive video platforms as well.
If you invest more dollars in the right platform and you’ll get a high-quality result. Put your dollars towards a cheap solution and you will be given a lackluster result.
Of course, cost and effectiveness aren’t always mutually exclusive. You can shell out a considerable amount of cash for an ineffective campaign just as you can spend a reserved amount on a superbly effective one.
The key here is to spend your budget wisely. You don’t want to over or underspend, but you want to choose a platform that delivers the highest ROI. How do you ensure that?
The best way to do so is by consulting with a representative from the interactive video platform you have contacted. You can explain your goals and they will, in turn, explain the features and benefits of their interactive video platform. Ideally, you will find some sort of middle ground by means of a custom-tailored pricing plan.
For example, with our personalized and interactive video platform, IndiVideo, we demonstrate how our solution can help you create video content that brings positive ROI.
The right of choice interactive video platform will mean the difference between an interactive video that reaches the hearts of your audience and one that falls flat. Not every interactive video platform is built the same, so it’s essential that you pick the one that helps you best reach your marketing objectives.
You can accomplish this by following the three principles mentioned above. With a little time and effort put into finding your ideal interactive video, you will find the solution that helps you create evocative and engaging videos for your audience.