The Future of Video Marketing Is Now: The Case For Interactive Video

The Future of Video Marketing Is Now: The Case For Interactive Video

Author: Matt Byrom / Source: Business 2 Community What do you think about this? Interesting Not Interesting Share Tweet I read an article

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The Future of Video Marketing Is Now: The Case For Interactive Video

I read an article recently about the availability heuristic. It’s a psychological shortcut that causes us to prefer immediate (aka: available) information over alternative solutions that take a little bit longer to think of.

Those who can break through the availability heuristic are the innovators in their field. It’s this “anything is possible” mindset that led Henry Ford to manufacture cars rather than think of a way to make horses faster.

This logic can be applied to anything. Take video marketing, for example. Videos give brands incredible results – the kind they can’t get with other content. But the problem is, everybody knows that by now. To differentiate yourself, you need to take it one step further.

Enter: Interactive Video.

What is interactive video?

Put simply, interactive videos are videos that your audience can interact with. This means that instead of your video taking viewers on a linear journey – where the only options are play, skip, and pause – your video will have many different paths that users can navigate at their choosing.

This new “active” way to enjoy videos will make your brand more memorable and help you compete for attention in an ever-crowded marketplace.

According to a recent Wyzowl survey, only 24% of marketers interviewed have used interactive video, but of these, 92% said it was an effective tool! So it’s clear that the early adopters of interactive video are happy with the results.


Lots of reasons! For starters, interactive video is an incredibly diverse medium, making it perfect for any business.

Here are just a couple of ways you can use interactive video:

Create a story

Perfect for: giving an overview of your brand, product or service

Story videos give viewers the power to choose their own adventure, and they’re also a great way to demonstrate your product in an engaging manner.

Sell products

Perfect for: online stores



Users can click on the item in this video to be taken straight to a product page to make a purchase.

Demo software

Perfect for: software with a variety of tools

This video gives a complete overview of the features of the Dayre app, so that users can get the most out of their experience.

Tailor content

Perfect for: increasing user engagement

This video is perfect for companies that cater to lots of different types of customers who have different questions that need to be answered.

Gamify a quiz

Perfect for: collecting data

This gamified interactive video challenges viewers’ managerial skills with a fun multiple choice quiz.

There is only one limit when it comes to interactive video: your imagination!

And what about mobile, you ask?

Mobile is definitely important in the video marketing world. A recent report by Cisco found that video accounted for 55% of mobile traffic in 2015. With this in mind, it is estimated that by 2020, over 75% of global mobile data traffic will be video content.

But don’t worry:

Almost all interactive videos are created with HTML5 and use built-in responsive design to support playback in all HTML5-supporting browsers and devices, regardless of screen size.

How interactive video works

Like with any cutting edge technology, it takes a while to get your head around how interactive video works. The best way to familiarize yourself with it on a basic level is to head to YouTube and check out their “Annotations” tool.

Note: This tool does not work on mobile, so I wouldn’t recommend this for business use. It’s simply a good way to get a flavor of the technology behind interactive…