Strengths and weaknesses of interactive video

The Pros and Cons of Using Interactive Video

Interactive video is becoming increasingly popular as marketers look for innovative ways to make their content stand out; offering something a little different may be just what it takes to grab a customer’s attention. Companies like Maybelline, Warner Brothers, and Deloitte are just three examples of companies that have taken advantage of this tool.

Interactive video is a type of digital video that supports user interaction. Interactive videos are viewed like normal videos but include clickable areas, or "hotspots," that perform an action when you click on them.

Although interactive video has been on the rise, it still comes with limitations. Let’s take a look at the pros and cons.

Pros

Engage Your Audience More

Interactive video gives users additional options of interaction with a video apart from just watching it. Now, viewers can be immersed in the video and choose how they watch your content. Some videos even leave the storyline entirely up to the viewer to keep their attention. If your video is longer than 90 seconds, brief interactive elements can actually encourage engagement.

Tailor Content to Fit Your Audience

By asking customers a few questions about themselves, you can present them with information that caters to their specific needs. Example: asking viewers which type of ad they would prefer to watch; Hulu does this on occasion. 

Collect Data

Asking viewers a few questions while they're watching a video is a quick way to gain insights and collect data on your target audience.

Cons

Harder to Use on Mobile

Some mobile devices' operating systems may interfere with interactive elements, so it’s best to view interactive videos on a desktop. We’re not always on our laptops, which makes watching interactive videos a challenge when viewers are on the go. In fact, Americans spend an average of 87 hours per month browsing content on their mobile device and 48% of millennials view video solely on their mobile device.

More Tedious to Make

Making an interactive video is different from making a normal video. You have to create different paths for the viewer to watch. The difficulty of the video will depend on how many options you want your viewers to have.

Can Look Cheap if not Designed Properly

Are you using a high-quality camera? Are you adding in transitions? If not, your interactive video could look sloppy and turn your viewers away.

Before you decide to make an interactive video, ask yourself these questions: Is it right for my audience? Does it match my brand image? Will it reach who I want to reach?