What is an interactive video?
The name says it all: interactive video is a form of media in which the viewer must make active choices. A well-known form is, for example, the quiz or the fork in the road where the viewer's choice dictates the continuation of the video.
One of the first major interactive videos (and perhaps the most famous) was Bandersnatch from Netflix. Here, the viewer had to make choices at certain points that influenced the course and ending of the story.
Interactive video can thus be incredibly entertaining. But it is also an interesting consideration for business purposes. Think, for example, of instructional manuals or recruitment processes. It makes things a lot livelier than when people are only allowed to read or listen. Because who wouldn't want to be in charge?
Other possibilities
Applications of interactive video
An interactive video contributes to optimizing the viewing experience and makes information transfer much more interesting. Viewers rarely make the same choice when asked for their personal opinion. And that can spark engaging conversations.
Apart from the interaction that an interactive video creates, there are plenty of business applications that make it worth the investment.
Think of product configuration and audience segmentation. Or product demonstrations where you can let customers zoom in on different productions and specific features to understand the essence and potential of the product.
Then there are the two most well-known applications of interactive video for companies, namely recruitment and sales.
Recruitment
Attracting the right personnel is not easy. How do you ensure that you find people who fit not only the role but also your company culture? A good website and careers page help tremendously. And if you want to take that extra step to ensure that applicants know exactly what they are signing up for, then a recruitment video is the ideal solution.
A recruitment video is the way to clearly present your company and company culture and to appeal to the right potential employees. So what does an interactive recruitment video actually entail?
With an interactive recruitment video, you create a pre-selection for both parties. By asking questions in the video about quantifiable requirements, such as work experience, language skills, and education level, suitable job vacancies can be presented to the job seeker right away. This means that the job seeker will only see the vacancies that match their answers. Because someone looking for a logistics role or wanting to work as a welder is not interested in open roles as a business controller or senior lead engineer. And vice versa.
These videos are, of course, custom made, taking into account the wishes and interests of the target audience. Think of tone of voice, the most important employment conditions, and possibly experiences and reviews from employees who are involved with that role within the company.
This way, potential applicants get a clear picture of the job and the organization. Conversely, only applications from people who already know they could be a match with your way of working and company culture will come to you.
Sales
Customers often have to find their way through websites, brochures, advertisements, and product information to find what they need. And then also with different companies. With an interactive video, you can make that process a lot more interesting and personal for them. There is a good chance that they will have a better experience with you than with competitors.
This way, you can give them the opportunity to quickly and easily configure their own products. By letting customers create specific product compositions and then showing them the benefits and costs, they immediately know where they stand.
Also, interactive product comparisons can lead to more conversions. By allowing customers to determine the comparison themselves, they see more quickly which product or scenario aligns better with their business objectives. This saves them a lot of time and research.
Instructional videos and e-learning
Create an interactive video of your instructional video or e-learning? Good idea!
The use of video is already a good addition to (or replacement of) a digital manual. By adding interactive elements, you elevate your manual to the next level.
For example, you can gauge individual situations based on a set of starting questions. Based on that, the appropriate video will be shown. This saves a lot of time and ensures that someone doesn’t have to wade through unnecessary information first.
Onboarding; safety first
Safety and safety procedures are a crucial part of onboarding new colleagues.
Through an interactive manual with questions, you can explain the company’s procedures and rules in an accessible way. By subsequently adding a testing module, you can immediately check whether someone actually masters the knowledge. Take the topic of cyber security, for instance. By integrating questions like ‘What do you do if you receive a suspicious email?’ you stimulate the employee's critical thinking skills.
Not only that. By standardizing your onboarding process with the help of interactive video, it can be assumed that everyone is aware of the same safety measures. After all, the knowledge is conveyed in the same way every time.
Of course, there are many more benefits associated with using interactive videos. Roland will tell you more about it!
Having an interactive video made by Indall
At Indall, we use the platform of our partner Ivory Studio to create interactive videos. This is how we approach it:
Introduction
Every collaboration begins with a digital or physical introduction. Here we get to know each other better, discuss our working methods, and the mutual expectations.
Pre-production
We conduct extensive research into your organization, the sector you operate in, and what makes your product and/or service so special. This gives the team a clear view of the target audience for the video and the market in which that audience exists. Furthermore, we discuss desired styles and various concepts.
Scripting and decision tree
Next, we write the script and look at the practical side of the story, namely the decision-making process of the viewer. What will the different paths within the interactive video look like and what are the key moments of choice?
Production
Once everyone is satisfied with the script, the recordings are scheduled and carried out (unless we are working with animation). Thanks to a detailed production schedule, everyone knows when they need to be somewhere and what the day's agenda entails.
Post-production
Here we bring your story to life and weave everything together. We add any animations, questions, and text, and connect everything in the software to create a smooth, interactive whole. Sound is just as important, so we pay a lot of attention to audio mastering with voice-overs, music, and sound effects. Of course, this is followed by interim feedback and alignment moments.
Delivery
We deliver your video in 16x9 format, of course in 4K. Now it’s up to you to share it with the world! Do you need help with that? Then we would be happy to think along about the best way to use your interactive video.
The advantages summarized
Control in your own hands
Because the viewer is behind the wheel themselves, they feel in control, which allows the message to be absorbed and stored much faster.
Data and insight
As a company, you can see exactly where users click and what choices they make. Is there a topic that is often repeated in your e-learning? Then that can be a sign that the material needs more explanation.
Attention from and for the user
People can decide for themselves which information they want to see. This freedom and personalization create a better user experience and thus lead to happier customers and/or employees.
Cost-efficient
Thanks to interactive videos, the need to deploy trainers or educators often disappears. Additionally, videos can also be used separately, for example on social media, without incurring additional costs.
