If I read one more post about the latest AI video trend… I’m going to crash out, as my teenage daughter would say.
I mean… I get it. Just like Hansel, that AI thing is so hot right now. Every marketing trend in the last two years has been AI-powered, AI-generated, AI-this, AI-that. But what if we told you there’s a video marketing trend that doesn’t rely on artificial intelligence at all? Impossible? Nope… it’s Interactive Video.
Yes, interactive video – the digital equivalent of a “choose your own adventure” book but without the risk of accidentally falling into quicksand on page 32. This underrated format is quietly revolutionizing how brands engage audiences, and yet, it’s still flying under the radar.
High time we fix that, shall we?
What Is Interactive Video? (And Why Marketers Should Care)
Thanks to tools like Vimeo Interactive, Interactive video is finally available to marketers. And this is a big deal, because unlike traditional videos where the audience just sits back and absorbs content like a couch-bound sponge, interactive video lets viewers engage with the content. Think clickable hotspots, decision-making options, embedded quizzes, and seamless product demos – all living within the video itself.
And guess what? Studies have shown that interactive videos can increase viewer engagement by 47% (Thanks for the hot stat, Hubspot). That’s right – your audience wants to interact. They just need you to give them the right experience.
So, If you’re looking for a way to elevate your video marketing strategy, this is it.
Why?
The Benefits of Interactive Video for Marketers
1. Boost Engagement & Audience Retention
Sure, people “engage” with content all the time – if you consider scrolling on by an “engagement”. Interactive video, on the other hand, forces (I mean… invites) the audience to participate. Whether it’s choosing different storylines, clicking on product features, or even answering polls, they become active participants rather than passive viewers.
2. Unlock Valuable Audience Insights
If you live and breathe data, interactive videos deliver the good stuff. Unlike traditional video analytics that tell you how many people watched, interactive videos reveal how they watched – what they clicked on, which paths they chose, and where they dropped off. That’s next-level audience insight without needing one of those AI tools you’ve probably come across to interpret it.
3. Drive More Conversions
Imagine this: instead of a bland “Sign up for our newsletter” CTA, you offer viewers an interactive demo that lets them explore your product, their way. By the time they reach the end, they’re already invested. They can apply to find out more information at any point in the video… not by having to wait until the end to write down a url they’ll probably get wrong. And from the WIFM standpoint: You’re not just asking for their email – you’re delivering an experience so engaging that handing over their contact info feels like the logical next step.
4. Improve SEO and Dwell Time
Google loves engagement, and interactive videos make people stick around longer. The more time users spend on your page, the better it signals to search engines that your content is valuable. This means interactive video isn’t just great for engagement – it’s an SEO powerhouse that can help your brand rank higher in search results. (Find out more about video SEO).
Who’s Using Interactive Video to Win in Marketing?
Interactive video isn’t just a cool concept – it’s already being used by some of the world’s biggest brands to drive engagement and boost conversions. Nike, for example, has leveraged interactive storytelling to let users customize their own shoe designs within a video, creating a personalized shopping experience. Or, if you don’t have Nike budgets… because not all of us do… check out what smaller organizations are up to with interactive video in this Interactive Showcase.
Even B2B companies are jumping in. HubSpot has used interactive video in their educational content, allowing users to select their learning paths based on their interests. This not only keeps audiences engaged but also provides valuable data on what users actually want to learn.
All of this is why we have been at the forefront of creating immersive, high-quality interactive videos to help brands tell compelling stories, and get the results they deserve. Whether it’s developing interactive corporate training modules, customer onboarding experiences, or audience-driven product showcases, they know how to make interactive video work for businesses.
But is Interactive Video Expensive?
Perhaps when you hear “interactive video,” your wallet clenches up like it just saw the price of airport snacks. But here’s the thing: interactive video isn’t some budget-busting, sci-fi-level investment. It’s just smart storytelling with a sprinkle of “Hey, let’s make this fun.”
You don’t need a Hollywood VFX team, a nine-week shoot, or to go borrowing funds from other projects and departments to create an effective interactive video. What you do need is a solid strategy, a clear goal, and the right creative team (oh… hi!) to make it all work seamlessly.
In reality, it’s just a slightly different way of structuring content – giving viewers choices, making things dynamic, and keeping them engaged instead of letting them zone out after five seconds. And engagement isn’t just a buzzword here – it’s literally the difference between someone passively watching your content and someone actually experiencing it. And, you can even create an entire interactive experience leveraging your existing content. Yup. You don’t even have to shoot anything new.
Plus, interactive video can actually save money with some of your existing video strategies. Instead of creating five different videos for different audiences, you can create one interactive experience that adapts to each viewer’s interests. That means higher retention, better conversions, and fewer “skip ad” clicks. And, honestly, what’s more expensive than throwing money at content people ignore? So yeah… interactive video doesn’t have to break your budget. It’s just a smarter investment.
The Time to Create an Interactive Video is NOW.
Interactive video is that one game-changing trend that’s actually fun, actually useful, and – best of all – actually not AI-driven. Marketers looking for a fresh, engaging way to connect with audiences should start experimenting now, before this trend goes from “underrated” to “overdone.” And if you’re looking for the best interactive video production company in Washington, DC… we may just know who that might be.