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Just under a month ago, a new collection of songs recorded by Jeff Buckley was posthumously released. The album is called You and I, and one of the standout tracks is a cover of Bob Dylan’s Just Like A Woman.
What stands out even more about the cover song is its awesome interactive music video that allows users to engage with the themes of the imagery – manipulating panels to show different progressions of relationships, life, and love. Clicking around in the video is a bit addicting, and really grabs your attention as the song plays through.
As Coldplay has also released an interactive music video, among other popular bands, it can appear like the music industry has the most to gain to making their videos interactive – not the case!
Andy Regal, senior executive producer of the of WSJ, had this to say about adding interactive video: “Everyone has been talking about bringing video to the Web, but now we’re bringing the Web to video.”
He went on to make the following significant point:
“I can create a three-minute video, but I can potentially get 10 minutes of engagement time, because people are going to be reading an article, checking out an infographic or looking at a real-time stock chart.Marketers will want to be associated with just that kind of content.”
And marketers are catching on – increasingly adding interactive video to their content streams and seeing impactful results. But there are still many questions and ambiguities on the new content form and where it stands in the B2B world.
To give you a little taste of their findings, here are three strong misconceptions that marketers may be hesitating over for their teams to use interactive video.
The primary reason given for not using interactive video is “Don’t have the budget,” but cost actually ranks 10th on the list of challenges in creating and using interactive video.
As organizations use interactive video more extensively, they become more efficient. For extensive users, only 36% list “time-consuming to create” as a challenge.
Half of the study’s participants are using interactive video in four or more applications or use cases.