Tutorials on IGTV, music clips on YouTube, series on Netflix, viral videos on Whatsapp … The influence of audiovisual on digital scenarios is undeniable. The consumption of online videos has grown on a large scale in recent decades and this has enabled the creation of an even more engaging style of production: interactive videos.
To give you an idea, a Google survey released in the 2019 edition of the YouTube Brandcast event revealed that the consumption of videos from the platform went from an average of 8 to 19 hours a week in just four years. This corresponds to a growth of 135% and the Brazilian public corresponds to a large slice of this market!
But what are interactive videos?
They are narratives that encourage interaction with the user, offering him a completely creative and innovative experience. The idea is to create a favorable environment for the viewer – who was previously in a passive position – to adopt an active posture.
This interactive film has some functions that require an action from those who watch it and, generally, the path that the fiction will follow will depend on the command triggered by the user. So, instead of just watching the video, it becomes part of that production.
Who is betting on this trend?
Although it is a relatively new modality, many brands are already investing in the creation of interactive videos. The production that gained the most visibility, so far, was an episode of the Black Mirror series, “Bandersnatch”, recorded for Netflix. The film, which went viral during the release, has five versions and depends on the interaction of the viewer in various situations. Thus, the narrative can gain different endings according to the commands provided by the user.
Another example that offers an immersive experience is the video clip – recently released – of Bob Dylan’s classic “Like a Rolling Stone”. The proposal is for the song to be “sung” by personalities on several American TV stations. For this, a command is made available that allows the user to “change channels” without the music stop playing. Thus, the song seems to be being interpreted by the artists and presenters that are shown on each channel. Interesting, isn’t it?
Tools for producing interactive videos
We know that interaction is a key part of the user experience with brands and, therefore, interactive videos are proving to be a real success. With that in mind, some platforms have launched tools that allow the creation of videos with this feature. And among the available software, there are both free and paid options.
Vizia is a program that allows the insertion of questionnaires, surveys and other interactive functions in the videos, without the user having to pay anything. The Vidzor platform has a free plan for those who want to start producing videos that encourage interaction.
For those who are willing to invest in even more professional productions, Wirewax promises to do the job. After all, the program has on its list of customers big players like Disney, BBC and Apple. But it is only available in the paid version.
In addition to the platforms that are dedicated exclusively to the production of interactive videos, there are softwares that (although they do not have only this focus) have adapted to the new trend and implemented the tool in their interfaces. Adobe’s Captivate and Wideo are some good examples.
Interactive videos offer a high level of immersion, stimulate the role of the user and promise to increase public engagement with companies, in other words, they present sufficient reasons for brands to invest in this resource. Therefore, the trend is that this modality will conquer more and more space on the small screens.