Interactive video – trend or gimmick? (TFMA 2011)

The first session I attended at this year’s TFMA was given by Steffan Aquarone from Venio and focused on the latest developments in interactive video and how it allows content owners to make objects in their videos clickable thus enabling objects as links for viewers to ‘find out more’, ‘buy now’ or even drive the story that unfolds.

There is no hiding the significance of video in both consumer and business marketing. Video search takes up 50% of online search, YouTube is classed as a search engine and a growing proportion of video is now watched within Facebook.

Interactive video gives over control to the viewer and works best when it contains a genuine first or a gimmick in order to generate interest and drive traffic.

Getting video to go viral means interactive video can be used to meet a number of objectives.

– Increased sales conversion

– Engagement

– Improve delivery of information

– Provide entertainment

– Drive website traffic

Clickable video, like the Tippex example below are not new but are now becoming more accessible through suppliers like Buto. (Note this is NSFW, use headphones on the first bit – the second bit is inspired, I tried ‘sings’, ‘eats’ and ‘hugs’ – you’ll see what I mean!)

[youtube http://www.youtube.com/watch?v=4ba1BqJ4S2M&w=450&h=283]

Considering the objectives above, clickable video works best in the following scenarios

– Increased sales conversion (use a ‘click to buy’ device in the video)

– Engagement (like Tippex, offer multiple story flows)

– Improve delivery of information (offer a ‘find out more’ mechanic)

– Provide entertainment (utilise games and incentives)

– Drive website traffic (have a high gimmick factor which generates leads)

In summary, and in thinking about how to put interactive video to good use, think first about your target audience, then about strategy, and only then about the tools. And if you fancy doing it through YouTube it is reasonable easy using the annotation link here is a video from ChadMattRob but if you want to skip the hi-jink to 3:30 you’ll get the tutorial.