Updated: Jun 1, 2021
The number of businesses using video as a marketing tool has increased by 41% since 2016. This can be attributed to advances in technology, but largely the 2020/2021 global pandemic. With more of us stuck at home and shops closed, brands have been looking for new ways to interact with customers and connect with them virtually. In fact, 74% say the pandemic made them more likely to use video, while 26% say it became less likely.
So why are brands using interactive video platforms?
Interactive video is a type of content that viewers can click to control. Viewers can hover, scroll, drag, tap and more to investigate and explore brand offerings. Product information can be attached to hotspots so viewers can learn about the brand early on in the purchase funnel, this drives them quickly down to the conversion stage which leads to a higher click through rate and higher conversion rate!
Video formats can allow customers to live shop in livestreams, decide their destiny with branching, immerse themselves in a virtual reality with 360 degree views, learn about themselves through quizzes and data inputs and discover their new favourite product with shoppable video. Allowing the customer to interact with your video content marketing provides a bespoke and personalised experience that gives them control. This allows them to feel confident enough to buy a product and encourages impulse purchases.