Getting access to information is now easier than ever before. Just about everyone has a smartphone that can connect to the internet at the touch of a button. By the end of 2017, it was reported that mobile internet had grown by over 300 million users compared to the previous year. This figure continues to increase as smartphones become more affordable and broadband networks increase their coverage.
What does this have to do with interactive video and your business? The answer is everything. More people are relying on the internet for information and are using mobile devices to access this information. A good majority of people using mobile devices prefer video content. The demand for video content is increasing and businesses are responding by posting more productions for their audiences.
Billions of hours of video are viewed on YouTube on a daily basis. While video can be very effective for capturing the attention of your target audience, there’s a lot of competition for this same audience’s attention.
How can you stand out from the crowd? This is a question we get asked a lot as a video production company. The answer is simple. You need to provide your audience with value. One great way of doing this is by providing them with interactive video.
Benefits of interactive video
While it was previously thought of as a gimmick that would soon fade away by some, interactive video is now one of the most effective tools businesses have at their disposal. With interactive video, businesses can:
- Keep their audiences engaged
Modern consumers lose concentration in a matter of seconds. If you want your audience to hang around long enough to get your message across, you need to provide content that will keep them hooked. Interactive video offers layers that audiences can explore. It keeps them actively involved in the development of the narrative.
- Personalize content for improved ROI
This kind of production is user-driven. Users choose what they will view and experience. It, therefore, gives businesses the opportunity to offer audiences personalized content. You can reach different personas with a single video.
- Keep better track of viewer preferences
This content allows you to track each segment and each viewer based on the actions they take. The information gathered will help you craft a better viewing experience and therefore work to drive more conversions with subsequent productions.
Top interactive video production Toronto and Mississauga tips
- Begin with a plan in mind
The planning stage is the most important stage of video production. This stage involves setting your objectives and then devising a concept that will help you achieve your objectives.
Start by deciding what the goals for the video are. What do you want to achieve through the video? What action do you want the audience to take after watching the video? Do you want to increase subscriptions or sell a product?
With clear goals in mind, you will be better able to devise a concept to help you achieve them. Hiring a video production Toronto company can help to make this part of the process easier. A professional team will have the skills, experience and creativity you need to come up with concepts that are original and engaging.
- Learn more about your audience
Who are you hoping to reach with the production? Do you know what their likes are? What causes them pain? What are their fears? Do you know their hopes and dreams?
Having in-depth knowledge of your target audience will make the production process much easier. It will also help to improve the success of your video once released.
A professional video production Mississauga company can help you gather customer analytics that you can apply to improve your brand’s visibility. This data can be used to develop new products and services that your consumers will love. A better understanding of your target audience’s preferences and behaviour will also help you create content that they will like to watch and share.
- Focus on telling a story
You’ve probably heard that telling a story is the best way to capture and retain the attention of an audience with video. The same is true for interactive productions. Interactive video is even more engaging because the audience has more control over how the narrative turns out.
Capture your audience’s imagination with a strong narrative that they’d be interested in taking part in. The best way to do this is by identifying their pain points and showing how you can provide a solution. Your story should be interesting and meaningful while targeting an emotional response.
- Include an interactive call-to-action
What do you want viewers to do after watching the video? Making the right offer at the right time to your viewers will increase your chances of closing the sale. Take the time to craft your call-to-action to deliver the right message to the right viewer at just the right time. You may need to craft different calls-to-action for consumers at different stages of the purchasing journey to avoid scaring them off.
When a person is offered what they need at the time they need it, they are more likely to take it with little resistance. However, if you thrust your product or service in the face of someone that is simply searching for more information, there’s a good chance that you’ll drive them away.
- Make it playable on multiple devices
It’s important to ensure that your video can be viewed on multiple devices, especially mobile. If you fail to do this, you’ll be missing out on a large segment of the market that relies on mobile to access information.
It’s now much easier to ensure that interactive video content can be played across multiple platforms. Many video production Toronto companies will ensure that your content is compatible with multiple platforms.
- Be consistent
While interactive video has become more popular, not everyone is familiar with it. There’s a good chance that the majority of your target audience won’t have had the opportunity to experience interactive video prior to yours. You should, therefore, provide them with an easy way to know which route they should take.
Incorporate basic controls into the video player to enable viewers to interact with the video. Be consistent with the controls you choose throughout the video. You want your audience to think about the content and not how they can interact with the video.
- Keep track of interactions
One of the best things about interactive productions is that you can track every decision that a viewer makes. This information can be used to determine things like viewer behaviour and preferences. The information gathered from tracking will help you make improvements to subsequent productions. It will also help to make changes to improve your services or products.