8 Types of Interactive Business Videos to Create Today
July 26, 2017 | Dan Trefethen
If you’re like most B2B marketers, you’re already using – or at least thinking about using – video in your marketing.
And you should be. Video can be an incredibly powerful medium for B2B. It brings products to life, puts a human face in front of viewers, adds personality to dryer topics, and keeps audiences engaged.
According to Adobe, over 50% of marketers worldwide have named video as their best performing asset in terms of ROI.
However, for some marketers, uploading a video to YouTube can feel a little like chucking content into the void. We don’t hear much back from our audience, and what we do hear can be difficult to translate. What exactly does a “view” mean? Who viewed it and for how long?
Interactive video can greatly amplify the medium to become active experiences and better learning tools for both marketers and buyers.
Beyond just gathering name, email, company, or phone number, deeper insights like sales-enablement information, buying preferences, current challenges, business goals, decision-making structure, and more can be collected.
It’s increasingly easy to understand why nearly 70% of those marketers using interactive video count higher engagement as one of the benefits.
But here’s the thing: it’s a new content medium. And with any new content medium, it’s not always easy to understand or conceptualize where it can be used in your current marketing mix.
So, we’ll show you some great examples of how to best use interactive video for B2B content.
8 Across-funnel Types of Interactive Video for Business
Depending which stage of the customer journey is being targeted, your purpose will differ. Below are just a few ideas and examples of the types of interactive videos you could create.
Please feel free to click around and answer questions within each video as you’d like.
Small disclaimer: some mobile devices’ operating systems may interfere with interactive elements, so best viewing experience for these examples is on a desktop.
1. Top-funnel, Awareness and Discovery Videos
Brightcove’s interactive video is designed for people looking for a robust video platform, whether they know it or not.
Giving a broad introduction to their platform, they also keep viewer attention with continuous questions that both learn about the user and prompt them to consider different aspects of their own process and needs.
2. Middle-funnel Educational Videos
VSP’s interactive video is even more in-depth. While covering some very specific points about vision care, they also get into personal specifics of the individual watching so they better speak directly to them. In this stage, a viewer is more aware of VSP already and trying to find the right solutions for themselves specifically.
This video has no moveable timeline, but the first question comes around 15 second mark.
3. Sales Outreach Videos
Why bother with cold calls and constantly trying to get someone on the phone when you can gather the same information and convey messaging with a video? In this pseudo cold call video, we mimic the experience, but also give a face to the speaker while allowing prospects to watch the video whenever they please.
4. Repurpose Webinar videos
I’m confident in my campaigns!
I feel neutral about them.
I’m not that confident in my campaigns…
Identifying new lead sources
Developing compelling calls-to-action
Creating/sourcing content offers to support campaigns
Scaling leads to meet sales
Capture more leads
Move prospects through the funnel
Educate our audience
Convert MQLs to SQLs
Here’s a repurposed webinar as an interactive video. If you’re going to put older webinars up on your resource gallery, why not try to engage viewers a little more when they watch them by providing a few questions?
Again, as this is a webinar, it’s longer and in-depth. The interactive elements come in at: 1:45, 2:45, and 3:59.
5. Pre-demo Discovery Videos
Of Your Marketing Team?
Once a demo request has been followed up on and scheduled, you have a great chance to use an interactive questionnaire to gather insight from the prospect that can drastically help personalize the demo call. In this example, we use a short and to-the-point interactive video from the sales rep who scheduled the demo.
6. Training Videos
By clicking icon on the content bar
By creating individual fields
No, I got it.
No, all good!
Training videos save time. They save time from the team in charge of training and they increase learning for the trainees (and allow them to re-watch certain parts on demand as needed).
When sending out training videos, layering in questions can help with retention and provide a better customer experience be giving voice to the learner. What if they’re not getting something? Wouldn’t you want the early steps of on boarding, for example, to go as smooth as possible?
The interactive elements in this video come at: :59, 1:39, and 2:09
7. Customer Outreach and Product Update Videos
If you have regular product updates, customer outreach, or certain company announcements, make those experiences more of a dialogue with the audience. Even just simply adding a few questions can help viewers be more engaged, and give you insight into what they’re responding to or have in mind.
Interactive elements in this video are at: :11 and :41
8. Event Recap Videos
My company did
Capturing events with video is the best way to provide good recaps. Both for the participants who were there or who missed it, a video gets a feel for the ground floor and the general energy of the event.
As always, anytime you can add audience participation to something more passive like a recap video, you’re setting yourself up for a more interesting experience and an ability to gather audience insight.
Interactive elements in this video are at: :20, :32, and 1:34
So, Where Do These Interactive Videos Live?
Landing pages are a great way to promote hyper-focused campaigns and build your marketing activities around a specific goal. On your landing page, video should definitely be center-stage. It has the highest engagement rating of any content asset, and you can use it to tell immersive stories around your marketing campaigns.
One easy way to add interactivity to your landing page video is to incorporate a lead generation form into the end of your video. Leads that watch your video all the way to the end are already highly engaged, so if you can show them a lead form at this point of engagement, you’re much more likely to see positive results.
Try experimenting with having an interactive video with a lead form in the middle or towards the end that gates other follow-up assets that your landing page was made for. You could see your conversion improve exponentially.
Learn more about generating leads with video here!
Your home page video is typically the first piece of video content your prospects interact with, and it’s an important one. According to ReelSEO, a home page video can increase your conversions by up to 20%, which is a big boost over other content mechanisms.
Home page videos typically don’t have a call-to-action beyond checking out the website for more information, but that doesn’t mean you can’t add a big punch of interactivity to your content.
Including quizzes at key points, especially asking for more information on what your prospects are hoping to achieve with their goals, is a great way to engage people while they’re watching your content, and collect better lead qualifying information from viewers.
The possibilities are limited only by what you want to know, and how much your audience is willing to answer.
Always remember that home page viewers may not be MQLs right away, so don’t overdo it, but adding some interactive elements to your home page video helps turn your video from a passive asset into something you can use to create more meaningful connections with prospects as they move through your funnel.
As we saw earlier with product updates, sales outreach, or event recaps, interactive videos can have a natural home in your marketing emails. A thumbnail of a video is much more intriguing to click than a “call me back” message, or a “read now” button. And once the video is clicked, interactive elements drive audience engagement during the experience. Slam dunk.
Last, but certainly not least, is adding interactive elements to videos on your blog content. Chances are, someone who reads one of your posts would get a huge amount of value out of reading another, and videos are a great way to include a choose-your-own-adventure style redirect to other content.
Interactive Variety Within a Video
Advanced video metrics, paired with the additional insights that interactive video provides, enable video creators to craft their content in specific and personalized ways. So what can you do today? Review your current video content and look for opportunities to add in interactivity. You’ll be surprised at how many possibilities there are and how easy it is to do. Quizzes? Branching? Hotspots? The choice, really, is yours!
To learn more in depth for about where different interactive elements can be placed within videos (or alongside of them) and what might work best with you, check this blog:
Interactive Elements for Personalized Video
Quizzes: Pause and assess. Ask questions of your audience, ensuring you’re “on the same page” before moving on in the video.
Q&A: Engage with audiences and capture insightful data to inform future content choices.
Branching: Click or tap to control the flow of information. Similar to how we seek out the information we desire browsing websites, branching allows your viewer to navigation options in-video.
Hot Spots: Mouse-over elements in a video to receive additional information. In some cases viewers can shop products directly in a video.
Polls: Share your opinion and understand perceptions around content. Viewers can self-benchmark by viewing the response of their peers.
Text Annotations: Emphasize your point, or let your viewer select his or her next steps with visually interesting in-video CTAs that link to related content.
We’ve covered a lot. But, in case you want just a little more of a run-down on just what is possible with interactive video, we made an interactive video to do just that. If you’re not watched-out already, check it out below.
Or visit our interactive video page.
I Can’t Tell