Jessica Mehring — February 23, 2017 Follow @horizonpeakMarketers continue to rank video as one of the most effective content types.
- Over 8 billion Facebook videos are played each day
- Cisco predicts that 80% of all internet traffic will be streaming video content by 2019
- Demand Metric reports that video now converts better than other content types
Interactive videos, however, make an even greater impression on viewers because viewers do more than watch – they listen, read, write, and click.
Engagement isn’t an end-goal with interactive videos. Engagement is the mechanism by which interactive videos are consumed.
I’ve pulled together 10 awesome examples of interactive videos that will open your mind to a whole new way to reach and connect with your audience.
1. Oracle
This interactive video was presented at the Oracle Marketing Cloud Modern Marketing Experience keynote in Las Vegas. Not only is it vastly more entertaining than so many other technology videos out there, but it has many different interactive elements sprinkled throughout. This gives viewers multiple opportunities to engage with the video – and multiple touchpoints to connect with the audience.
2. Jeff Buckley
This interactive music video is unlike anything I’ve seen before. It moves across the screen like a storyboard while the music plays. Prompts throughout encourage you to tap any panel to change the story.
3. Vidyard
This short, animated video includes pop-up question panels that actually stop the video from playing until the viewer answers them. Smart move from marketing video company Vidyard – they’re gathering user data while increasing the viewer’s engagement with the video.
4. Brightcove
As a powerful online video platform, Brightcove is no stranger to using video for marketing and sales purposes. This interactive example takes their video to a whole new level with assessment questions to the right of the video.
Unlike the Vidyard example above, Brightcove doesn’t stop the video to prompt the viewer to answer the questions. The upside of this approach is it’s probably less annoying to busy audiences. The downside is that it’s much easier for the viewer to skip answering the questions.
5. Coldplay
This animated, interactive video for Coldplay’s single, “Ink,” takes you along on a breathtaking journey to find a long-lost love. Make choices for the character as the video goes along, and the “choose your own adventure”-style story will sweep you away.
Set aside 3 minutes of your day to watch this. You won’t regret it.
6. The Guardian
In collaboration with the National Film Board of Canada, The Guardian created this interactive video to encourage viewers to consider how the information revolution affects us personally, socially, and morally.
7. Pharrell Williams
No doubt you remember the catchy tune “Happy,” from Pharrell Williams. What you might not remember is this inspirational and highly entertaining 24 Hours of Happy campaign. The microsite includes an interactive, 24-hour-long video with dancing people in the street and “Happy” on repeat.
Need a pick-me-up? Check this out.
8. Google Glass
This interactive video for Google Glass combines the excitement of extreme sports with thrilling new mobile technology.
If you’re prone to motion sickness, you might want to skip this one.
9. Highrise
The Universe Within interactive video from Highrise is a bit like watching an IMAX movie on your computer screen. From 360-degree views to haunting music to a personalized experience based on your clicks, it’s … remarkable.
10. Usher
This interactive video is not for everyone. Consider this a trigger warning. In fact, I’m not even going to give you a direct link to this video – rather I want you to read the introduction first, then decide if you’re ready to become part of the interactive experience at the end. When you are ready, scroll to the bottom of that page and click VIEW SITE.
This started out as a music video for Usher’s single, “Chains.” It grew into something so much more with interactive elements. The microsite actually uses your webcam and its own facial recognition software to stop the music if you look away.
This is one powerful piece of content.
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