How to engage your online visitors with video?
Video for interest
The goal of producing and presenting an online video on your website is to generate interest or to generate leads.
However if your video is not entertaining it can become boring and miss the aimed goal as visitors will be clicking away to the next website.
The problems with video are:
- Pre-defined sequence of scenes that cannot be changed.
- All viewers need to watch throughout the entire video to get the content
However not all people:
- Have an equal level of interest in your message or your content.
- Will need the same time to grasp your message: some are faster, some are slow.
Currently people have only two options for taking action:
- The Fast Forward button (or sliding the indicator) further forward for skipping parts of the information.
- Changing the channel (or website)
Interactive video increases interest
If the viewer could really interact with the video content, then it is likely the video and your website becomes more sticky and interesting.
Thus the solution is interactive video.
There is a big difference between watching a video passively and interacting with a video which engages your website visitor in the story or outcome of the plot.
Interacting has a higher potential to be remembered.
YouTube becomes interactive
People have watched TV shows since 50 years with the only option to zap away, thus without interaction.
The disruptive change is launched by YouTube as they have added interactive features to their popular video streaming platform.
In order to have an impression of the possibilities watch this video using parts of La Linea from the master of animation Osvaldo Cavandoli
YouTube constraint:
Apparently the choices in the videos can only link to other YouTube video’s.
It would be more beneficial if the video could link to the landing page of a product, a solution or company.
Marketing with interactive video
Interactive online video marketing is new and almost unexplored territory, suited for both B2C as B2B markets, as this feature can be used for:
- Games
- Sweepstakes
- Manuals or guided tours
- Presentations
- Stories on the company or products
- Documentary
- Referrals
Content and choices need to appeal to the viewers
The technology allows marketing to get your visitor glued to the screen:
Of course only if the content, the screenplay and the choices are interesting and appealing to the viewer.
This combination increases the complexity, difficulty and probably the costs to deliver a great, entertaining and remarkable video.
Technology used
Curious how this works?
It is based upon annotations in the video that allow the viewers to choose the next scene.
The “How to” can be watched here.
How long will it take before we get used to interactive online video?
Will we take online interactive video for granted in a few years after 50 years of TV shows?
More from LEADS Explorer
- How to get guaranteed interest for your products or company
- How to boost SEO with an online presentation
- How to improve your sales pitch: shorten it
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