The Rise of Interactive Videos

November 7, 2014
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Written by Rachelle Lasquite

Interactive videos are on the rise as marketers, brands, and retailers alike explore unique ways to integrate social into their marketing mix.

Early adapters have customized interactive videos to fit their specific brands. Nike, Walmart, and Target have begun beta testing videos utilizing Fuisz, a Santa Monica-based tech company that creates interactive videos available on any type of player (phone, tablet, computer…etc). Fashion brands such as Rebecca Minkoff, Dian Von Furstenburg, and Rag & Bone have also jumped on the interactive video bandwagon with their participation in an online pilot series, “Shop the Hangout”, in collaboration with Google + Hangouts on Air and Council of Fashion Designers of America.

Interactive videos, along with other social media efforts, contribute to the effectiveness of 360° marketing approaches by building brand advocacy, helping to drive traffic to a brand’s web page, and assist in increasing sales.

Building brand advocacy

When a brand reaches out to their consumers on a social level, it builds brand advocacy. Consumers want to feel like they are being heard, they want to follow brands that will share insider information and tips. More than 3 out of 5 consumers will spend at least two minutes watching a video that educates them about a product that they plan to purchase. The “Shop the Hangout” series exemplifies this idea. Various designers sat down with fashion industry experts and fans for a 30 to 40 minute virtual chat; including a first look at a new seasonal line, discovering styling tips, and hearing an exclusive Q&A with the designer.

Drive traffic to a brand’s webpage

Interactive videos can also assist in driving traffic to branded websites. Kraft’s interactive video shares a quick tutorial on how to make a Boston Cream Cake. When a user hovers their cursor over parts of the video, a pop up of the ingredients links to the Kraft Recipe web page. 46% of people are more likely to seek out information about a product or service after watching a video. By syndicating this video across various platforms, the brand is able to reach larger markets. It is also extremely easy to share video URLs. Consumers can share the video with their networks or other like-minded markets, increasing the reach of the video and ultimately leading to generating more impressions and click throughs.

Assist in increasing sales

Interactive videos, along with additional marketing efforts, can contribute to an increase of sales. Since the average user spends 88% more time on websites containing video, they are more likely to browse, find something they like, and ultimately purchase the product. If a brand can create a shoppable video linking items to their ecommerce site, users would be able shop instantaneously, causing general traffic towards the site, leading towards more purchases.

With 69% of consumer internet traffic predicted to come from video by 2017, it will come as no surprise that interactive videos will the norm within the next few years.

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