Videos are slowly transforming from media we consume to media we control.
In 2018, an episode of Black Mirror created a cultural shift in the way we think about videos. Bandersnatch was the first interactive movie for adults that allowed viewers to shape their own experience. A special interactive episode of the comedy show The Unbreakable Kimmy Schmidt is also set to debut in 2020 and joins a raft of interactive kids shows already available on the platform. So far, so good for entertainment, right? But what does this mean for all the marketers out there who are itching to get their hands on this evolving technology? We take a closer look at interactive video and its potential in talent marketing, below.
What is Interactive Video?
Interactive video is exactly what it sounds like – a video where viewers can engage with and, to some extent, control and shape the story playing out in front of them. Think of it like a choose-your-own adventure book brought to life. The possibilities for interactive video are incredibly exciting for marketers. Combining the proven power of video with a deeper layer of connection to the viewer. Interactive video allows your target audience to curate their own sales journey and to become truly invested in the ideas you bring to life. When used correctly, it can be an incredibly effective form of digital marketing.
How Can You Create Compelling Interactive Videos?
A 2019 survey from wyzowl found that 23% of video marketers have used interactive video, with 83% saying it’s been successful for them. It’s likely that this marketing channel will only grow over the coming years and early adopters may have an advantage over less forward-thinking competition. The same rules apply to creating interactive videos as they do to any video – keep it clear, meaningful, engaging, and above all, something your audience want to see. Interactive video simply gives you a few more tools to play around with, allowing you to hyper personalise content and bake in gamification and exploration. But interactive video is unlikely to drive great results if you only use it as a gimmick. It needs to add significant value to the viewer experience. If you can’t explain the value of an interactive element, you probably don’t need it.
Is This Something That Can Be Used in Talent Marketing?
Absolutely. From helping candidates to experience a day in the life of your organisation to training and development – the potential for interactive video is extraordinary. Interactive video transforms a passive viewer into an engaged one and this can be incredibly valuable in a challenging hiring market or as you build employee engagement through your company messaging. For talent organisations and employers, video should already be a key part of your marketing strategy, interactive elements simply take the power of video to the next level.
Want to learn more about interactive video marketing? Or transform your candidate or employee messaging? Get in touch with the DFC team and discover how you can stand out from the talent crowd.