30 Jan 2025
You must have watched Black Mirror: Bandersnatch on Netflix. It introduced the concept of the interactive series and became quite a phenomenon. It allowed us to interact and choose our own ending, which gave us a complete break from the traditional series, movies and videos. Until then interactive storytelling was only available while playing video games.
Post that many series and brands are experimenting with this and driving results which speak for themselves. It gives marketers a complete new playground to capture customers' attention and engage them. But what exactly is interactive videos and how you can leverage them for your next marketing campaign with minimum efforts.
What is interactive video?
Interactive video is like a conversation between you and the screen, where the viewer doesn’t just watch—they participate. It’s a video experience where clicking, choosing, or even dragging shapes the journey. Unlike traditional “sit back and watch” content, interactive videos make you lean in and take action.
Consider your customers are on Youtube and watching a video about a product, and instead of just hearing a sales pitch, they’re clicking hotspots to explore its features, answering questions that guide them to the right version for your needs, or even playing a mini-game to unlock a discount. Sounds fun, right?
That’s the charm of interactive video—it turns the audience into active participants.
Why using Interactive Videos is Important
In a world where attention spans rival that of a goldfish (we’re looking at you, eight-second rule), interactive videos are a breath of fresh air. They invite viewers to actively participate, rather than passively watch. But don’t just take our word for it—here’s what the stats have to say:
Interactive Video Statistics That Speak Volumes
Marketers agree that interactive content sets their brand apart from competitors.
Businesses using interactive videos report a 300% higher engagement rate compared to traditional videos.
43% of consumers prefer interactive videos over traditional formats, showing a clear demand for hands-on content.
Interactive content optimized for mobile achieves 5x higher completion rates compared to desktop versions.
93% of marketers say interactive content is more effective for educating buyers than static formats.
Interactive features like quizzes boast a 62% interaction rate.
Users spend 3x more time on pages featuring interactive videos than on those with static content.
Difference between interactive video, interactivity and linear video?
Let’s break it down into simple terms because, all of them though are videos but they all differ in how they can be used to engage viewers and for the purpose they are created.
1. Linear video
Linear video is your classic “press play and sit back” experience. Think of it like watching your favorite sitcom. You can laugh, cry, or yell at the screen, but nothing you do will change what happens next. It’s a one-way street where the video dictates the journey. You’re along for the ride, no detours allowed.
Example?
A product demo video that runs start to finish without pause or input.
Useful?
Yes.
Engaging?
Well, usually never.
2. Interactivity
Interactivity is the umbrella term for anything that invites you to do something. It’s the concept behind quizzes, clickable images, polls, and games. If a piece of content is interactive, it’s giving you some control. You can swipe, click, or answer questions.
It’s like being handed the remote and told, “Here, press whatever button you like, and something cool will happen.”
But interactivity on its own isn’t tied specifically to videos. It’s a feature that can apply to many formats.
3. Interactive video
Interactive video is where interactivity meets storytelling. It’s like a linear video that decided, “I want to do more than just entertain, I can even engage!”
Instead of passively watching, you allow actively shaping the narrative, exploring options, or learning through engagement.
For example, imagine a recruitment video for a company where employees choose different career paths by clicking buttons that show various job roles. Or a cooking tutorial that lets customers click on ingredients to customize the recipe as they watch.
In simple words the difference between them is:
Linear video is traditional
Interactivity is the tool,
And finally interactive video is the powerhouse that merges both into an experience that’s as engaging as it is memorable.
Whether you’re guiding viewers through a product tour or letting them "try before they buy," interactive video is today's way to grab attention and keep it.
Elements of interactive video
To create an interactive video you need the right elements, creativity and the right tools to get the video that is actually resonating with the audience. So, what are the key elements that make an interactive video not just functional but unforgettable? Let’s dive into the must-haves:
1. Clickable hotspots
Clickable hotspots are like breadcrumbs leading your viewers to more information or new adventures. These are interactive areas on the video—buttons, icons, or text—that viewers can click to learn more, explore, or even make a choice.
2. Decision trees
Ever wanted to play director for a day?
Decision trees let your audience decide what happens next. They’re the “choose-your-own-adventure” paths where viewers make selections that influence the story or outcome of the video.
3. Gamification
Games aren’t just for fun anymore, most brands are using some form of game on social channels like Instagram to engage with customers. For example KFC Japan, launched a virtual interactive game where users fished for virtual shrimps, which increased their store sales by 106%. Gamification in interactive videos could include quizzes, challenges, or mini-games that keep viewers hooked.
4. Personalized content
Interactive videos can use viewer data to tailor content in real-time. This means you’re not just serving a generic video; you’re creating something that feels bespoke.
For example, a fitness brand could personalize workout recommendations in the video based on user input, such as their fitness level or goals. “Hi, Sarah! Here’s your customized 15-minute workout plan.” Cult fit did this and were able to improve the number of application users.
5. Interactive menus
Interactive menus allow viewers to explore without rewinding or fast-forwarding. These menus act like a table of contents within the video, offering quick navigation to specific parts.
Think about a cooking tutorial where you can jump straight to the dessert recipe or replay the steps for making the perfect sauce. No fluff, just the content you want.
6. Feedback loops
Interactive videos often include forms, surveys, or polls where viewers can share feedback or make choices. This element fosters a connection and provides valuable insights for creators.
For instance, in a product demo video, viewers might rate features or submit questions, which helps brands understand what resonates most.
7. Progress indicators
Progress bars or time markers show viewers where they are in the video and what’s left to explore. This transparency boosts engagement by giving the audience control over their experience.
A successful interactive video seamlessly integrates these elements without overwhelming the viewer. It’s not about cramming in every feature, it’s about crafting an experience that’s intuitive, engaging, and valuable.
Whether it’s clickable hotspots that act as breadcrumbs, decision trees that turn viewers into storytellers, or personalized content that makes them feel special, the magic lies in how these elements work together.
Types of interactive videos
If you are looking to educate, entertain, or convert, there’s an interactive video type for every need. Let’s break down the most popular kinds:
1. Interactive storytelling
This type puts your viewers in the driver’s seat, letting them make choices that shape the narrative. It’s perfect for entertainment, training, or brand storytelling.
For example a recruitment video where candidates choose between scenarios like “Handling a challenging customer” or “Leading a team project.” Their choices guide them through tailored content that showcases their potential roles.
2. Shoppable videos
You must have seen Amazon and Nykaa’s features which allow you to check the lipstick shade on you before you can make a purchase. Or even Lenskarts features which allows you to virtually try on glasses. Viewers can click on products featured in the video to view details, add them to their cart, or even purchase directly.
3. Training and e-learning videos
You can create interactive videos for training or education. This would engage learners by integrating quizzes, scenarios, or decision trees that test their knowledge and skills.
4. Product demos
These videos allow users to explore features, specifications, and benefits of a product in a hands-on way, without leaving their screens. For instance, a tech company could create an interactive demo for a new smartphone, where viewers can explore its features by clicking on different parts of the device, like the camera or processor.
5. Gamified videos
Gamification turns viewers into active participants by incorporating games, challenges, or competitions into the video experience. For example, a travel company might create a “choose your adventure” game where viewers answer trivia questions about destinations to unlock exclusive travel discounts.
6. Choose-your-path videos
Similar to interactive storytelling, these videos focus on providing multiple paths within a single narrative. It’s a powerful way to tailor experiences based on audience interests.
7. Feedback-driven Videos
Another great way to engage your customers or even your employees is by creating interactive videos to take surveys and feedback. These videos incorporate polls, surveys, or ratings, making the experience interactive while gathering valuable insights.
8. Simulated experiences
These are perfect for industries like real estate, automotive, or fashion, offering an almost real-life experience through the video. For example a car company could create a video where viewers virtually explore a car’s interior or “test drive” it on a scenic route. Or a real estate company could create interactive videos and incorporate them in WhatsApp chatbot. Potential buyers can engage with the chatbot, and view the entire layout of the apartment they want to buy.
Ikea and Amazon have incorporated them in their application, allowing users to check if the furniture they want to buy would look in their house.
The benefit of interactive videos lies in their flexibility. Whether you’re driving sales, educating employees, or telling a captivating story, there’s a type of interactive video that can transform passive viewers into active participants.
Benefit of interactive videos
If you’re still wondering what makes interactive videos so impactful. Let us show you a few more reasons that could make you consider embedding them in your next marketing strategy. Let’s dive into their standout perks:
It helps boost engagement, by actively engaging viewers.
These videos are more memorable, resulting in higher retention.
They help drive conversion rates, resulting in higher ROI, like in the example we told you of Ikea.
Encourage interactive learning experience for students.
Gives a competitive edge.
Helps you build connections with your customers.
Best, drive word of the mouth referrals for your brands.
Why Settle for Ordinary?
Interactive videos are captivating your audience in a digital world saturated with content. By blending storytelling, personalization, and actionable insights, they create experiences that leave a lasting impression. So, whether your goal is to educate, entertain, or sell, interactive videos are your golden ticket to achieving it all.
Ready to hit “play” on this game-changer?
