How to Engage Your Audience with Interactive Video

Have you ever spent hours, even days, crafting the perfect video only to watch it fall flat with viewers? Low engagement, high bounce rates, and, worst of all, no measurable impact. 

It’s like all that effort just vanishes, right? That’s the reality many of us face when our audience skims, clicks away, or tunes out from our videos. And it’s painful, especially when we know how crucial those videos are to driving our goals forward. 

This is a pain point for communications professionals, learning and development leaders, digital marketers, customer experience managers, and IT specialists. Each one is trying to reach people effectively, struggling to make their messages resonate. Here’s the hard truth: traditional video doesn’t cut it anymore. It’s not engaging enough for today’s viewers, who crave more dynamic, personalized content. 

So, what if we told you there’s a way to turn this problem on its head? A way to not just capture attention but also make your videos a two-way conversation, something interactive and personalized to engage, teach, and convert your viewers. In this blog, let’s discuss how an interactive video can turn your engagement woes into wins.

What’s Wrong with Traditional Video? 

Let’s start by unpacking why traditional video often fails to engage despite all our efforts. Viewers are no longer content to sit back and watch, they want to do. In fact, research shows that interactive content leads to 94% more views than static content.

This lack of engagement means announcements get lost in the shuffle for corporate communications professionals. Likewise, for marketers, it means lower conversions. Similarly, for customer experience teams, it results in confused and frustrated customers. And for learning specialists, it leads to training that doesn’t stick. 

Traditional videos fall short because they lack interactivity. They don’t give viewers a reason to stay engaged because they don’t actively involve them. You’re not just competing with other content. You’re competing with people’s attention spans, which are shorter than ever. 

So, if you’re tired of watching your videos slip into oblivion, it’s time to lean into a solution that directly addresses these issues. The answer? Make your video content interactive. 

Why Interactive Video? 

Video interactivity isn’t just a trend. It’s a paradigm shift. It’s about changing the way people engage with your content. With interactive video, you create an experience closer to a conversation than a lecture. Here are a few ways interactive video can make a real difference: 

Enhanced Viewer Retention: Interactivity is crucial in keeping viewers engaged with video content. When people can actively participate and interact with the content, they will likely stay engaged and remember it, leading to increased viewer retention and better results. 

Deeper Personalization: Interactive videos offer a powerful way to tailor experiences for different viewers, creating a more engaging and personalized experience. You can create branching paths¹, allowing users to choose what’s most relevant to them, leading to increased engagement and retention. 

Action-Oriented Engagement: Interactive videos encourage viewers to take desired actions, such as signing up for a newsletter or downloading a resource, by incorporating clickable call-to-actions (CTAs), embedded forms, and quizzes.

Data-Rich Insights: Every interaction is measurable. Interactive videos offer a wealth of data that can provide valuable insights into user behavior and engagement. You’re not just guessing what parts of the video worked. Unlike traditional passive video content, interactive videos allow you to track and analyze specific actions and interactions, providing a deeper understanding of how your audience is engaging with your content.

Why Not Using Interactive Video is Hurting Your Goals 

Still not convinced? Let’s dig into the pain points:

You’re Not Reaching Your People 

Corporate communications pros, this one’s for you. You’re rolling out updates, training sessions, and announcements, but they’re not landing. Without interactivity, employees simply tune out or move on to other tasks, and the message never really sticks. This lack of engagement means important updates don’t get the attention they deserve. 

Your Metrics are Suffering 

For marketers, it’s frustrating to pour resources into a campaign only to see lackluster engagement metrics. You want people to act, click, subscribe, and buy. But static videos don’t provide the nudge they need. Interactive videos, however, encourage people to engage with clickable elements and in-video CTAs that prompt them toward action. 

Your Training is Getting Lost 

Training and development professionals are painfully aware of the engagement problem. Studies show that people remember only about 10-20% of what they hear or read, but when they can interact, retention rates skyrocket. With interactive video, your employees don’t just passively consume. They learn by doing. 

Customer Support is Not Engaging

In customer experience, engagement isn’t just a nice-to-have. It’s essential. Interactive videos for onboarding, troubleshooting, or tutorials allow customers to find answers quickly. They don’t have to sit through minutes of irrelevant information. They can get exactly what they need when they need it. 

The Technical Challenge of Engaging at Scale 

IT specialists know the challenge of delivering video content that is both engaging and technically scalable. Traditional video doesn’t offer much in terms of real-time data and interactivity, which means you’re flying blind on what works and what doesn’t. Interactive videos, however, offer data-driven insights that are invaluable for optimization. 

How to Use Interactive Video to Engage Your Audience 

Here’s a breakdown of how you can leverage interactive video in your specific field:

Start with Clear, Interactive Goals 

The first step to creating effective interactive videos is to have clear objectives. Ask yourself, What do I want my audience to get out of this video? Do you want them to sign up for a demo, complete a training module, or answer a quick quiz? Your objective will shape the type of interactivity you add. 

For example, corporate communications might benefit from adding surveys or feedback buttons. Marketers might use embedded CTAs or product showcases, while L&D specialists could include quizzes for knowledge checks. 

Use Engagement-Driven Elements 

Interactive videos are built on engagement-driving elements, and these are some you should consider: 

• Hotspots and CTAs: Let viewers click on objects or buttons for more information or to navigate to a specific part of the video. 

• Branching Paths: Provide options that allow viewers to choose their journey through the video content. This is particularly effective in training and customer support content. 

• Quizzes and Polls: Test viewer knowledge or gather feedback in real time. For learning professionals, this is a game-changer for knowledge retention. 

• Forms: Collect leads by requiring form completion to access parts of the video. This is particularly effective in marketing and customer experience contexts. 

Align with Audience Needs 

Each audience segment has unique needs. If you’re in corporate communications, you might aim for feedback and understanding. Marketers can focus on conversions and click-throughs. For L&D, the priority might be to reinforce learning outcomes. 

Align the interactivity elements with the audience’s goals. For instance, a marketer might use interactive elements to guide a viewer through a product demo, while a learning specialist might integrate quizzes and scenarios to reinforce concepts. 

Measure, Iterate, and Improve 

As mentioned earlier, interactive video offers a wealth of data. You can monitor user behavior and content interaction precisely, which is gold for improving your content. For example, corporate communicators can see if employees engage with key message points, while IT specialists can use these insights to optimize bandwidth and delivery. 

Use these analytics to measure success and iterate. If people aren’t engaging with a quiz or a CTA, try adjusting its placement or design. 

Leverage Interactive Video Platforms 

Specialized enterprise video platforms offer a suite of tools to create and track interactive videos. Look for platforms that integrate well with your existing systems, are scalable, and offer advanced analytics. Ideally, the platform should support various interactive elements like quizzes, surveys, and forms. 

Use Cases: Interactive Video in Action 

The following are some of the use cases for interactive videos:

Corporate Communication: A company can create a video announcement about a new policy or initiative and embed feedback buttons throughout the video. Employees can click these buttons to ask questions, provide feedback, or express concerns. This allows for immediate and direct communication, ensuring employees feel heard and understood.

Marketing Campaign: A product video can be enhanced with strategically placed CTAs leading to relevant product pages. Viewers can click them for more details and demonstrations, capturing viewer interest in real time and boosting conversion rates. 

Employee Training: A training video with quizzes can increase learner engagement and motivation compared to traditional passive training methods, enabling employees to apply knowledge and receive feedback instantly. 

Customer Support: A customer support video could feature a menu of common issues that customers can choose from. Once a customer selects their issue by clicking the button, the video can take to the relevant landing page with step-by-step instructions or troubleshooting tips.

Conclusion 

Interactive video isn’t just about adding bells and whistles to your content. It’s about rethinking how you engage with your audience more deeply. In a world where attention is currency, video interactivity gives you the tools to make every second count, captivate, and convert. 

So, if you’re tired of low engagement and high bounce rates, it’s time to embrace video interactivity. Not only does it enhance the viewing experience, but it also provides you with actionable data to refine your approach continually. 

People Also Ask

What is interactive video?

Interactive video is a type of video content that allows viewers to engage directly with elements in the video, such as clickable buttons, quizzes, and surveys.

How does video interactivity improve engagement?

Allowing viewers to interact with the video content makes the experience more immersive and personalized, leading to higher retention and engagement rates. 

What tools can I use to create interactive videos?

Various platforms, such as EnterpriseTube, provide a suite of tools for creating, hosting, and analyzing interactive video content. 

Can I measure the effectiveness of interactive videos?

Yes, interactive videos provide detailed analytics that shows how viewers engage with specific elements, allowing you to measure and improve the content. 

What are some popular interactive video elements?

Common interactive elements include quizzes, forms, handouts, and embedded CTAs. 

How does interactive video benefit corporate communications?

Interactive videos in corporate communications can include feedback buttons or surveys, encouraging employees to engage and share insights. 

Is interactive video suitable for training?

Absolutely. Interactive video enhances knowledge retention by incorporating quizzes and scenarios, allowing employees to apply their knowledge. 

How can marketers use interactive video?

Marketers can use CTAs, handouts, and lead forms to boost conversions and create an engaging experience that drives action. 

By embracing video interactivity, you’re not just upgrading your content—you’re investing in meaningful engagement. In today’s attention economy, that’s priceless.