Video is a powerful branding tool, with 87% of marketers stating video content boosts traffic to their website and 80% seeing it directly increase sales. As a result, online environments are becoming saturated with digital video. This means brand marketers need innovative methods to stay ahead of the curve.
One way brands can differentiate themselves is through the use of segmented video branching – a tool that allows consumers to decide which direction they want digital videos to take, giving them the opportunity to build a journey individually-tailored to them. Due to the control it affords consumers, and the increased opportunities for interactivity, engagement, and personalisation, it is increasingly popular and can be used to transform videos across any sector.
Let’s take a look at some of the benefits of video branching, and how the tool can be best-used by brands.
Boosting engagement while minimising marketing costs
The storytelling capability of video branching is a highly effective tool for brand building. While watching video content, viewers are given the choice of which direction the video takes, and can even pick specific video elements – such as the music they hear, the people they follow, or the product they view. This creates a truly unique experience for each consumer, and drives higher levels of engagement.
When deploying video content, 81% of marketers witness an uplift in visitor dwell times, but video branching raises this further while also improving the efficiency of marketing budgets. Typically, brands create multiple videos for specific products and audience segments. With video branching, all variations can be included in one video, reducing production costs while granting consumers the freedom to select their own personalised online journey.
Boosting interactivity at live events
Live events are great for connecting with consumers on a large scale but, due to the current pandemic, brands need to adapt how they reach their audiences. When done right, live stream events can actually connect marketers with bigger audiences than physical venues allow. For example, through the use of interactive technology – namely video branching – events can be tailored to the attendees, which boosts engagement and interest, and limits passiveness. Upon arrival to the online platform, attendees can be presented with a selection of sessions or panels from which to choose, giving consumers greater control over their event experience, and AI-powered technology can then deliver personalised recommendations based on their unique choices.
Exploring new opportunities across sectors
From sports and entertainment, to education and learning, all industries stand to benefit from video branching’s ability to drive user engagement. Nearly 70% of sports fans report that emerging technologies have improved their viewing experience – both from the sofa and in the stadium. Video branching is one such technology that can amplify fans’ immersion in an event, bringing them closer to the action. For example, by offering audiences a choice of post-event interviews, or highlights of the players and athletes they specifically follow.
The diverse advantages of video branching can also be applied to educational environments. With enhanced video-based learning, users can select the subject areas and activities that interest them most. This achieves greater engagement levels and, in turn, better memory retention. The UK’s edtech sector is predicted to be worth £3.4B by 2021, marking it out as a frontrunner for innovation. Whether inside a classroom or as part of a remote e-learning experience, video branching can increase interactivity and significantly boost results.
Businesses across all sectors can benefit from deploying sophisticated, highly personalised video content. Whether launching a new product range, streaming a live event, or revitalising audience interaction and immersion, segmented video branching is an innovative way to inspire high user engagement.
Learn more about branching technology and how OneDash can transform your brand’s video content here.