Maybelline, BMW, Dior.
The answer is they are all using the power of interactive videos.
These are videos, which they use on their sites and as TV ads for "on demand" services, where the viewer gets a choice of which narrative they follow by clicking on a choice in the video.
What is the advantage of doing this?
Well, first of all, it encourages interaction. Rather than "half watching the ad to the end, there is a "pattern interrupt" - a choice to make. This snaps people out of the sleepwalker state that many folks watch videos with and focuses the mind on the content.
Secondly, it allows the viewer to click on choices that are most applicable to them. The content they then are delivered in the rest of the video is tailor made for their situation - their wants and needs.
Guess what. This increases conversion rates for the video. The viewer is getting the content they asked for and, at the end of the "journey" they can be presented with a value offer that is exactly aligned to their choices.
"People don't hate ads....They hate irrelevancy" So said Peter Naylor, Senior VP of ad sales for Hulu
Here is another example.
Newton Running, a sports shoe company in the USA, used an interactive video to help potential customers discover which type of shoe was best for them. The result - people were able to be presented with exactly what they needed and conversions increased accordingly.
Non-commercial applications are also becoming popular. In the UK there is an interactive video for people who want to become a school governor. You can see that here
Other businesses are using interactive choice videos to segment people through their help & support systems, solving specific problems and reducing the number of support tickets (and everyone wants fewer support tickets, right?)
So, if big name brands and top marketing companies are throwing a ton of money at these kinds of videos, it is time for the smaller online marketers to take notice.
The big problem is, of course, is how can the small online marketer create these technologically advanced videos?
The big brands have deep pockets. Is this something that the smaller player can use?
Well, until recently, unless you have a lot of money to spend, creating this kind of video was way out of most people's reach.
But all that has changed.
Now there is an online software tool that enables you to build out interactive videos quickly and easily. You can build as many as you want and deploy them on any page or post.
The best thing is that the software costs less than $70. This opens the door for everyone.
So, if you want to be able to give your audience the most relevant information according their wants and needs, you need to grab this software and start innovating.
This is a breakthrough product for online marketers. Automation bots that allow people to "choose their own journey" through content is set to become even more important over the coming years.
This tool gives you a distinct advantage
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