Interactive videos – a powerful marketing tool

Video is definitely a powerful tool in content marketing. In fact, by promoting visual storytelling, you can achieve a much higher level of audience engagement than static content. But most of us are only familiar with the “Play” button and at some point hit “Stop” and possibly “Ask for help” (especially if the creator is marketing focused). Built-in action. But technology actually gives us more opportunities to engage more with our target groups. You can actively engage your audience in the action through “interactive videos”. And this is not due to impromptu staging, but to specially integrated elements and features.

What is interactive video?

Interactive video actively engages the viewer in the action, compared to traditional video, where the target group consists only of passive viewers.

Thanks to clickable buttons and other built-in elements, viewers have the ability to interact with video content and partially decide what to do next. By actively participating, several senses are involved at once. The user experience is stronger, there is more engagement, and the content stays in memory longer. Interactive video technology is relatively new, but more and more companies are making interactive video an essential part of their marketing strategy. There is a good reason for this.

Why should you use interactive video?

Clicks, change, change of perspective – These gamification elements encourage attention and engagement with content, allowing target groups to focus more on their brand or product. Specifically, interactive elements increase user activity by 591%. Embedded elements such as clickable links and buttons can also help you understand customer behavior and segment your customers’ needs.

Research shows that interactive video spends 47% more time with users, leads to up to 9x more purchase requests and over 11% conversion rates. By comparison, conversations with traditional video are around 1%.

So, whether you’re creatively promoting audience engagement or collecting valuable customer behavior data, interactive video kills two birds with one stone. And as a marketing manager you should never miss it!

What forms are available?

What does the “click and switch” sound in the video look like? What exactly can you expect as a viewer? There are actually many ways to add interactive elements to your interaction video,  but the most common options are:

Access point (access point)

Hotspots are clickable buttons in a video that jump to another web page or show additional information directly in the video. Static hotspots are in a fixed position in the video and do not move. “On the other hand, sticky dots stick to certain people or objects and move with them in the video.


Overlays are additional pop-ups that appear when you click on a hotspot, for example. This includes additional information, links to external websites, downloads, etc. it could be.


Branching allows the audience to choose the next scene themselves, giving them control over setting the action. This method is great for telling a story and provides a personal, personal experience for the audience that can greatly increase engagement.


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