HOW TO USE INTERACTIVE AND SHOPPABLE VIDEO TO DRIVE ENGAGEMENT AND SALES
Updated: Feb 12
With video being a core marketing asset, the ability to add an interactive overlay maximises its potential. The rise of social media has shifted consumer behaviour towards immediacy and easy access to more information. Video interactivity is the perfect way of responding to this change by giving access to more information about anything in a video through a single click.
Adding an interactive overlay also gives access to additional analytics about each interaction with content. This provides a way to understand how customers engage with videos, what they are actually interested in, and which parts of your videos worked best on different channels.
Interactive video technologies add clickable overlays to videos. The overlays can be used in a wide range of use cases, from showcasing additional information for discovery purposes, to enabling direct in-video shopping.
Here are a few examples of how businesses are adding video interactivity to help drive engagement and sales online:
INTERACTIVE TRAVEL VIDEOS - LEARN MORE
Travel related videos often showcase beautiful and inspirational locations, hotels, and activities. However, actually finding out what has been featured can be very difficult and require a lot of searching. Using interactive video technology to tag videos, can transform these videos into fun discovery experiences where the viewer can click on anything they find interesting to instantly see more details with links to relevant web pages.
Video: Interactive discovery video example from Amazing Thailand
INTERACTIVE CAR ADVERTS - BOOK A TEST DRIVE
Every new car launch campaign includes a video highlighting certain new features of the vehicle. Using interactive technology to make these features clickable can add huge value to the content experience as the viewer can instantly read more details about each feature with relevant links and ability to download a brochure or to book a test drive for example. The video interaction also creates a seamless link from the inspirational video to the final call to action, helping car brands increase their conversion.
There are also examples of interactivity that can create an additional immersive experience such as the Honda campaign where the user was able to switch between day and night during video playback.
Video: Interactive video campaign from BMW on Instagram and Facebook
VIDEO ECOMMERCE & VIDEO SHOPPING - SHOP NOW
An increasingly popular use case for interactive video is to enable video shopping and livestream shopping. Interactivity can be used to make products in videos instantly shoppable, with in-video check out capabilities. This allows brands to convert videos from assets that were traditionally only used for awareness purposes, into a format that gets customers into the purchase funnel and enables direct conversion. Shoppable video format works across a wide range of categories from fashion to beauty, luxury to electronics and home.
Video: JD Sports shoppable video
The possibilities of using interactive video platforms to tag videos and create interactive experiences can be endless!
Make your first interactive video here