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During Thursday’s Loyalty360 webinar titled, “Supercharge Your Videos With Interactivity,” which was presented by HapYak, Kyle Morton, chief product officer at HapYak, told attendees that video is no longer relegated to a company silo due to its immense potential to create elevated customer engagement.
“We’re at a point today where this is the new normal,” Morton said, adding that interactive video is one of the most effective ways to convert audiences and achieve business goals.
Interactive video, Morton noted, is “any video that lets you do more than playing it. Those features exist to achieve business goals and create a better and enhanced experience for the audience. It creates more value than a simple video could ever accomplish.”
With more than 70 percent of the decision-making process completed online before a potential customer engages with your organization, power today has shifted to the individual. As a result, customer loyalty initiatives aim to make on-demand content and brand experiences more personalized and engaging. The use of video is prevalent; it is the experience. Taking it one step further with immersive experiences, such as choose your own adventure (branching) and embedded response mechanisms, video becomes more relevant. It lets the viewer experience your brand like no other medium.
“In the past five years, HTML technologies can synchronize with video technologies, making video work like the Web,” Morton said. “The reason so many people are relying on video is that it’s effective communication. The human brain is hard-wired to respond to sound and sight. That’s the heart of establishing engagement and loyalty because the value can be communicated.”
Interacting gives companies something concrete to measure.
“You should care because we are about generating metrics to prove we’re getting the job done and meeting the goals of the company,” Morton said.
More strategic marketers are pivoting their view of video from a passive, lean-back experience to something that can drive engagement, save customers time, and help users expedite their path to a conversion outcome. In this way, the role of interactivity is making video work more like the Web. With simple tools like HapYak, video can now be a canvas outside of your website.
“Video needs to be treated like everything else you do,” Morton said. “Videos have often been in a silo. Get organized the change the approach you use.”
Here are some key objectives to consider:
What’s the goal?
What are the techniques that will achieve those goals?
“The great secret is treating video the same way you treat all your other digital efforts,” Morton said.
How will you measure success?
Clickable video (promoting something): Success measured by a click to other content and direct responses (form submission)
Content video (providing information): Measured by engagement (time spent)
Immersive video (creating a memorable experience): Measured qualitatively or by engagement, social media shares, and “buzz”
Morton noted the video metrics evolution: Starting with play rate and engagement score (how much time does an average viewer spend watching your content? These two metrics are more from the past, Morton said.
Emerging metrics for interactive video include click-through rate, interaction rate, and activated users.
“We try to help our customers create a base within their audience to become more likely to be receptive to their offers,” Morton said.
Conventional wisdom responds to dropoff rates with creating shorter, snappier videos.
“Easy to say, hard to do,” Morton said. “It’s a high wall to climb. We encourage people not to be obsessed with creating shorter videos. Are you creating the most compelling content in those 20-30 seconds?”
Despite the attractiveness of interactive video, recent surveys show that only 24 percent of marketers already use interactive video, which means getting started can be the highest hurdle to clear.
The good news is that products are emerging that lower, and in some cases, altogether remove the technological boundaries that many marketers perceive. It’s becoming possible today for almost anyone to add basic interactivity to any video with zero coding skill.
For marketers already enjoying the effectiveness of interactive video, HapYak officials have seen the introduction of more advanced navigational elements, such as highly personalized data-driven experiences, in-video shopping, and 360-video.
Interactive video has been heralded as one of the top three trends transforming marketing– personalizing the customer journey and turning this fundamentally passive video medium into more of a customer dialogue. The growth of interactive video will lead viewers in the coming years to expect more than just streaming videos on a Website, anticipating more meaningful and actionable user experiences. For this reason, the adoption of interactive video will continue to accelerate, together with features that enhance the user experience, such as in-video shopping carts, personalization, and content recommendations.
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