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The business case for interactive video

Interactive video has changed the way businesses manage their teams and audiences. In this blog, Pru explains why businesses of all kinds should adopt interactive video to become more successful and engage their audiences…

What is interactive video?

Interactive video enables the user to interact and engage with the content. Unlike traditional video that has a linear start and end, interactive video can use gamification elements like buttons and time-limits, branching storylines and VR content to allow the viewer to interact and manipulate the story.

Popular in learning because of its proven ability to increase knowledge retention and engagement, businesses can use interactive video in marketing, branding and recruitment.

Marketing

Marketing is key to standing out from the crowd, especially in a competitive industry. Research from Rapt Media indicates that 64% of viewers will spend more time watching video if they can actively participate.

According to a study by Spiel Creative, almost 90% of marketers surveyed noted a growth in their online sales after incorporating interactive video. Compared to linear video, interactive video provides a more engaging and trackable form of content that helps businesses understand their audiences better.

This valuable data means businesses can focus on the messages that resonate best with viewers. This is far more difficult with linear video content.

Training and development

Learning and development has become a priority in the workplace especially during the pandemic when remote working took the place of the traditional office environment. However, businesses still need learning to provide value for money, be scalable and, most importantly, be effective. Research consistently shows that learning by doing is far more effective than passive learning.

Interactive videos are an effective way to keep learning fresh, relevant and engaging.

Again, because it’s trackable, with interactive video learning managers can easily see where capacity building opportunities are and put strategies in place to address them.

Brand loyalty

Customers are at the heart of every business and how they perceive your business is important. Keeping customers engaged can be difficult.

89.5% of people said their customers preferred an interactive on-boarding video compared to text based information. Interactive video enables customers to get a first hand experience of your service on their terms. Creators can use 360 video, 2D animations and images to give customers a sense of your business.

Interactive video enables you to showcase 360 views of your product that your customers can browse form the comfort of their home. Through interactive questionnaires customers can personalise the experience find the products they need at their own pace.

Recruitment and retention

According to Career Builder, job listings with a video get, on average, 34% more applicants than the ones without.

Businesses can use interactive video to help candidates understand if the role, and company, is right for them. Interactive video provides a far more involving experience, which leads to a more proactive response when it is finished. This means that candidates can view what’s most relevant or important to them.

Businesses can also use interactive quizzes to help pre-qualify candidates and improve the recruitment process.

Employee surveys are often used to measure employee satisfaction. When used appropriately, these meaningful insights help employers address issues such as well-being, job satisfaction and staff turnover. The challenge with traditional employee engagement questionnaires is that they have low engagement rates. Using interactive video can improve completion rates and provide more candid responses because the experience is more immersive and enjoyable.