Menu

Blue Sky

some interesting things

Interactr 2.0 Review - Turn ANY Video Into An Automated Profit Machine

If you’re like most B2B marketers, you’re already using – or at least thinking about using – video in your marketing.

 

And you should be. Video can be an incredibly powerful medium for B2B. It brings products to life, puts a human face in front of viewers, adds personality to dryer topics, and keeps audiences engaged.

 

According to Interactr 2.0 Review, over 50% of marketers worldwide have named video as their best performing asset in terms of ROI.

 

However, for some marketers, uploading a video to YouTube can feel a little like chucking content into the void. We don’t hear much back from our audience, and what we do hear can be difficult to translate. What exactly does a “view” mean? Who viewed it and for how long?

 

Interactive video can greatly amplify the medium to become active experiences and better learning tools for both marketers and buyers.

 

Beyond just gathering name, email, company, or phone number, deeper insights like sales-enablement information, buying preferences, current challenges, business goals, decision-making structure, and more can be collected.

 

It’s increasingly easy to understand why nearly 70% of those marketers using interactive video count higher engagement as one of the benefits.

 

But here’s the thing: it’s a new content medium. And with any new content medium, it’s not always easy to understand or conceptualize where it can be used in your current marketing mix.

 

So, we’ll show you some great examples of how to best use interactive video for B2B content.

 

8 Across-funnel Types of Interactive Video for Business

 

Depending which stage of the customer journey is being targeted, your purpose will differ. Below are just a few ideas and examples of the types of interactive videos you could create.

 

Please feel free to click around and answer questions within The Paper Project Review as you'd like. 

 

Small disclaimer: some mobile devices' operating systems may interfere with interactive elements, so best viewing experience for these examples is on a desktop. 

 

1. Top-funnel, Awareness and Discovery Videos

 

 

Brightcove’s interactive video is designed for people looking for a robust video platform, whether they know it or not.

 

Giving a broad introduction to their platform, they also keep viewer attention with continuous questions that both learn about the user and prompt them to consider different aspects of their own process and needs.


 

2. Middle-funnel Educational Videos

 

 

VSP's interactive video is even more in-depth. While covering some very specific points about vision care, they also get into personal specifics of the individual watching so they better speak directly to them. In this stage, a viewer is more aware of VSP already and trying to find the right solutions for themselves specifically.

 

This Socialy Pro Review has no moveable timeline, but the first question comes around 15 second mark. 

 

3. Sales Outreach Videos

 

 

Why bother with cold calls and constantly trying to get someone on the phone when you can gather the same information and convey messaging with a video? In this pseudo cold call video, we mimic the experience, but also give a face to the speaker while allowing prospects to watch the video whenever they please.

 

4. Repurpose Webinar videos

 

 

Here’s a repurposed webinar as an interactive video. If you’re going to put older webinars up on your resource gallery, why not try to engage viewers a little more when they watch them by providing a few questions?

 

Again, as this is a webinar, it’s longer and in-depth. The interactive elements come in at: 1:45, 2:45, and 3:59.  https://goo.gl/2bKyU1

 

5. Pre-demo Discovery Videos

 

 

Once a demo request has been followed up on and scheduled, you have a great chance to use an interactive questionnaire to gather insight from the prospect that can drastically help personalize the demo call. In this example, we use a short and to-the-point interactive video from the sales rep who scheduled the demo.


 

6. Training Videos

 

 

Training videos save time. They save time from the team in charge of training and they increase learning for the trainees (and allow them to re-watch certain parts on demand as needed).

 

When sending out training videos, layering in questions can help with retention and provide a better customer experience be giving voice to the learner. What if they’re not getting something? Wouldn't you want the early steps of on boarding, for example, to go as smooth as possible?

 

The interactive elements in this video come at: :59, 1:39, and 2:09

 

7. Customer Outreach and Product Update Videos

 

 

If you have regular product updates, customer outreach, or certain company announcements, make those experiences more of a dialogue with the audience. Even just simply adding a few questions can help viewers be more engaged, and give you insight into what they’re responding to or have in mind.

 

 

Interactive elements in this video are at: :11 and :41

 

8. Event Recap Videos

 

 

Capturing events with video is the best way to provide good recaps. Both for the participants who were there or who missed it, a video gets a feel for the ground floor and the general energy of the event.

 

As always, anytime you can add audience participation to something more passive like a recap video, you’re setting yourself up for a more interesting experience and an ability to gather audience insight.

 

Interactive elements in this video are at: :20, :32, and 1:34

 

So, Where Do These Interactive Videos Live?

 

Landing Pages

Landing pages are a great way to promote hyper-focused campaigns and build your marketing activities around a specific goal. On your landing page, video should definitely be center-stage. It has the highest engagement rating of any content asset, and you can use it to tell immersive stories around your marketing campaigns.

 

One easy way to add interactivity to your landing page video is to incorporate a lead generation form into the end of your video. Leads that watch your video all the way to the end are already highly engaged, so if you can show them a lead form at this point of engagement, you’re much more likely to see positive results.

 

Try experimenting with having an interactive video with a lead form in the middle or towards the end that gates other follow-up assets that your landing page was made for. You could see your conversion improve exponentially.

 

Learn more about generating leads with video here!

 

Home Page

Your home page video is typically the first piece of video content your prospects interact with, and it’s an important one. According to ReelSEO, a home page video can increase your conversions by up to 20%, which is a big boost over other content mechanisms.

 

Home page videos typically don’t have a call-to-action beyond checking out the website for more information, but that doesn’t mean you can’t add a big punch of interactivity to your content.

 

Including quizzes at key points, especially asking for more information on what your prospects are hoping to achieve with their goals, is a great way to engage people while they’re watching your content, and collect better lead qualifying information from viewers.

 

The possibilities are limited only by what you want to know, and how much your audience is willing to answer.

 

Always remember that home page viewers may not be MQLs right away, so don’t overdo it, but adding some interactive elements to your home page video helps turn your video from a passive asset into something you can use to create more meaningful connections with prospects as they

move through your funnel.

 

Email

As we saw earlier with product updates, sales outreach, or event recaps, interactive videos can have a natural home in your marketing emails. A thumbnail of a video is much more intriguing to click than a “call me back” message, or a “read now” button. And once the video is clicked, interactive elements drive audience engagement during the experience. Slam dunk.

 

Blog Posts

Last, but certainly not least, is adding interactive elements to videos on your blog content. Chances are, someone who reads one of your posts would get a huge amount of value out of reading another, and videos are a great way to include a choose-your-own-adventure style redirect to other content.

 

Interactive Variety Within a Video

 

Advanced video metrics, paired with the additional insights that interactive video provides, enable video creators to craft their content in specific and personalized ways.  So what can you do today? Review your current video content and look for opportunities to add in interactivity. You’ll be surprised at how many possibilities there are and how easy it is to do. Quizzes? Branching? Hotspots? The choice, really, is yours!

 

To learn more in depth for about where different interactive elements can be placed within videos (or alongside of them) and what might work best with you, check this blog:

 

Related read: Where to Place Interactive Elements in Your Marketing Videos


 

Interactive Elements for Personalized Video

 

Quizzes: Pause and assess. Ask questions of your audience, ensuring you’re “on the same page” before moving on in the video.

 

Q&A: Engage with audiences and capture insightful data to inform future content choices.

Branching: Click or tap to control the flow of information. Similar to how we seek out the information we desire browsing websites, branching allows your viewer to navigation options in-video.

 

Hot Spots: Mouse-over elements in a video to receive additional information. In some cases viewers can shop products directly in a video.

 

Polls: Share your opinion and understand perceptions around content. Viewers can self-benchmark by viewing the response of their peers.

 

Text Annotations: Emphasize your point, or let your viewer select his or her next steps with visually interesting in-video CTAs that link to related content.

With 80% of all web traffic predicted to come from video by 2019, the demand for video content is greater than ever before. Unsurprisingly, it's become an integral part of many brand marketing strategies.

Due to the rise in video's popularity, however, it’s become all the more difficult for brands to capture user attention – not to mention hold it for longer than five seconds.

This is where interactive video comes in. Instead of a passive user experience, interactive video requires the person watching to take action – e.g. answer a question or make a decision – usually to inform how the rest of the video unfolds.

There are many benefits, including longer viewing times, greater engagement, and even data capture.

While the technology is certainly nothing new, there appears to have been a surge in brands experimenting with it lately. Here are a few examples and the reasons why it works.

Mended Little Hearts

Mended Little Hearts is a charity for children with congenital heart disease. Its recent campaign, ‘Give a Fuller Life’, uses interactive video to show how donating money can transform the lives of those affected.

The animated video depicts a day in the life of 11-year-old Max, who we first see wandering along the street looking lost and lonely. Viewers are prompted to pledge a donation, which results in Max’s life becoming a little brighter each time. Gradually, the street becomes sunnier, and family, animals, and toys also start to appear. 

The video is simple but surprisingly emotive, effectively highlighting how a small act (which often involves just a few clicks online) can dramatically transform a child’s life.

Warner Bros.

Focus is a 2015 movie starring Will Smith as a veteran conman. Alongside the standard trailer Warner Bros. released an interactive video to promote the movie before it hit cinemas.

It allows viewers to test their own skills as a con artist by making a series of decisions as they go. The potential 'marks' include an internet mogul, an investment banker, and an art dealer, with each one presenting a different challenge for participating viewers.

While Focus turned out to be fairly predictable as a film, its interactive video is far more innovative. Combining gamification and movie marketing – it’s a great example of how to pique interest and engage consumers in the run up to a release.

https://assets.econsultancy.com/images/0008/6108/Focus.JPG

Deloitte

Most recruitment videos tend to be quite dry, however Deloitte chose a more light-hearted tack for its New Zealand graduate recruitment program.

Filmed as a ‘day in the life’ of a Deloitte employee, the gamified video allows users to choose how they’d react to a number of different work-based scenarios. From telling a co-worker about spilt coffee on their jacket, to what to do if a printer breaks – each one highlights the various skills and attributes valued by the company.

The result is a highly engaging and immersive video experience, which effectively educates viewers about Deloitte while simultaneously prompting them to think about whether they’d be a good fit. 

Honda

To promote its Civic Type R, Honda wanted to create a video that showcased another side of the typically reliable automotive brand.

The result was an interactive, dual-narrative video that allowed viewers to switch between two storylines. The first involved a father picking up his daughter from school and taking her to a party. However, when viewers pressed the ‘R’ key on their keyboard or tablet, the other side of the story was revealed, with the father becoming an undercover cop by night. 

By controlling exactly how the video can be watched, the user experience immedately changes from a passive to an active one, becoming far more engaging as a result.

What’s more, the video is also an example of how to engage a wider audience, with all kinds of people likely to enjoy it, regardless of whether they have an interest in the brand or product itself.

Maybelline New York

While a lot of beauty-related videos are more interactive than other industries (in that they offer tutorials or advice), Maybelline takes this one step further with its interactive tutorial video for Big Eyes Mascara.

For the video, Maybelline teamed up with Kelly Framel, a popular fashion blogger, to create a tutorial of four different looks based around a single core product.  

The video allows viewers to navigate different beauty tutorials, choosing the style and context of each one, such as ‘day’ or ‘night’ and ‘club tropicana’ and ‘rebel chic’. While the video isn’t exactly ground-breaking, it shows how interactive video can potentially be used to increase conversion. 

Unlike buying a car, for example, the nature of shopping for beauty products is much more instinctive and spontaneous, meaning that interactive video can prompt an immediate response from viewers. 

http://guitarprince.hatenadiary.com/entry/interactr-2.0-review

https://www.linkedin.com/pulse/interactr-20-review-turn-any-video-automated-profit-david-vu/

Go Back

Comment

Blog Search

Comments

There are currently no blog comments.