Where to Place Interactive Elements in Your Marketing Videos. You’ll be surprised at the data you can collect when simple and concise questions are asked during an engaging content experience. After making a compelling point or bringing up an important subject, ask your viewer a related question by having the video pause and the questions coming up as an overlay. With interactive elements, you can add icons and graphics to the video – without video editing skills – that visitors can click on to either see an animation, or learn more information in the form of text or links to additional videos. Planning a Video to Be Interactive While repurposing already shot, edited, and launched videos to be interactive is the best place to start for beginners, and provides the most immediate turn-around for marketers, creating a new video to be specifically interactive is not a bad approach either. What’s even better is directing the subject to “play” with the interactive elements. Planning a Personalized Result Creating an end result for the video experience that delivers a personalized outcome to the viewer is the ultimate way to increase your completion and conversion rates. What do I mean by end result? The end result will be there score. By turning a passive experience where your content speaks at your buyers into a participatory dialogue, you add a new dimension to your marketing content that can achieve tremendous results (remember 90% completion rate?).
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With video becoming more and more a regular option in B2B
marketing content (and an
effective one), the next evolutionary step is optimizing
the medium to be even more impactful.
People like video. It’s easy, familiar, visual, and can pack a
lot of information into a short amount of time. There’s a reason
YouTube processes more than
3 billion searches a month and has taken reign as the
second most popular search engine. And that reason is cat
videos.
As video has become increasingly less expensive to produce for
marketers, new technologies are also making
interactive video just as easy to create.
Sounds newfangled and futuristic, and to an extent it is, but
the real reality is that adding interactive elements can be just as
easy as creating a Powerpoint with the right platforms.
Leaping over the tech hurdles, many content creators and
marketers get held up over interactive video because it’s a new way
of thinking. Even if making interactive videos has become as easy
as iMovie, the actual utilization of the capabilities can be tricky
to understand, because it’s new. And because there are cat videos
to watch.
In this post, we’ll walk through a variety of options of
how to structure interactive videos and
where to include different elements within a
pre-existing video to optimize their marketing
strength. Let’s do this.
Where to Add Interactive Elements for a Repurposed Video
Chances are you have at least a few marketing videos already in
your resource library. And while these may be pretty self contained
and tightly edited, there are a variety of ways to add
interactivity to them.
Pause for Questions
What’s the best to learn about your buyers? Ask them stuff.
You’ll be surprised at the data you can collect when simple and
concise questions are asked during an engaging content
experience.
After making a compelling point or bringing up an important
subject, ask your viewer a related question by having the video
pause and the questions coming up as an
overlay.
Keep your questions short and to-the-point as to not disrupt the
viewing experience too much.
Bonus tip: Ask a sales qualifying question at
some point to help establish lead quality.
Pose Questions as the Video Plays
If you don’t want pause for questions and don’t have enough
space within the frame to ask a question without obstructing the
subject, there’s a simple but little known solution: ask
the question outside the frame.
How is this possible? Some interactive content platforms allow
you to create a “canvas” around the video frame,
which then allows you to place different elements on the margins,
or above and below the video frame.
Think of it as putting the original video within another video,
and the questions on the side appear when they are appropriate.
With this method, questions, graphics, and additional copy (for
example, “Did You Know” facts) can appear alongside the video
without interrupting the play time or visuals.
Add Highlights and Link Outs for Further Subject Content
Just like in YouTube videos where link out overlays and related
content can be added to any video, your marketing videos can have
those, too.
You can see these these overlay links in the below super music
tutorial video from YouTube below.
Now, let’s look at another example from Brightcove, a B2B video
hosting platform, where they have text added into their video
during the standard post-production phase.
Just as a speaker uses powerpoint visuals and keywords to
emphasize their talk, copy is used in videos in the same manner. By
adding interactive layers on top of this video for the three bullet
points – Segment leads, Nurture leads, Score leads – Brightcove
could have…
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