Digital video is drawing consumer attention – in the UK alone, people spend a record average of four hours online, with viewing figures for video streaming services seeing a 71% uptick in 2019. As a golden opportunity to engage consumers, digital video’s share of global ad spend is predicted to be 75% this year. But, in all this digital noise, how can brands differentiate themselves from competitors?
Embedding interactivity in video is essential for capturing engagement, with brands that deliver on the consumer demand for exciting online experiences guaranteed an uplift in ROI. To optimise content for interactivity, brands should add the following three features to their digital video toolkit.
Otherwise known as touchpoints, these clickable buttons add interactivity by opening an information overlay while a video is playing. Hotspots are a great way of allowing consumers to discover more about desired products while continuing to keep them engaged with the brand video. By doing this, none of the content’s emotional impact is lost, while consumers are given a seamless online experience.
Additionally, advanced AI technology is capable of auto-tagging products within digital video (patent pending), so brands can provide consumers with costings and relevant purchase details. This enables ‘shoppable’ hotspots, connecting viewers to the products they interact with in real-time. This improves the digital experience, particularly when direct cart integration technology is deployed, allowing consumers to move straight from product to purchase without leaving the video environment.
Calls to action
Alongside hotspots, ‘calls to action’ (CTAs) are an integral part of interactivity. These could come in the form of a “Shop Here” button on an Instagram post, or a “Buy Now” touchpoint within a Facebook video. Button CTAs usually have the highest average click-through rate when compared to other common CTA types, meaning that brands which implement these as part of their digital video experiences will see a boost in engagement.
Building interactivity into social media platforms makes content especially intuitive. An interactive suite of tools allows brands to include a shoppable video player in their Instagram stories or in ads on Facebook’s news feed. Calls to action can then entice users to open the video in full, while also providing a seamless, interactive system that enables purchases within the video environment. Viewers never need to leave the social media apps to complete the transaction.
Segmented video branching is a highly effective tool for telling amazing stories. With it, consumers are able to decide which direction they want digital videos to take, giving them the opportunity to build a journey individually-tailored to them. As an example, branching can offer the choice of which music plays during a video, making viewers a part of the brand’s story and significantly boosting engagement.
For brands, branching is also a means of making marketing budgets stretch further. Instead of creating multiple video ads for each product, all items can be included within one digital video. Consumers are able to select those that interest them the most and follow an exciting, frictionless, and personalised journey to purchase.
Thanks to today’s technology, embedding interactive elements into brand videos is a straightforward, seamless process. No matter which industry a brand sits within, interactive digital video is a must-have for successful marketing strategies. By building an unforgettable online experience, brands will increase consumer engagement and ROI as a result.
Find out more about how OneDash can help your brand achieve interactivity here.