Sports teams and artists constantly look for new and innovative ways to keep fans engaged between games and events. As the eCommerce landscape seeks remote-selling solutions, more of them are utilizing interactive video to keep up with merchandise sales. There are several features of interactive video that can make it a lucrative aspect of a marketing strategy. Can interactive video improve the marketing outlook of your organization?
A recent case study outlining the use of clickable interactions in a sports team video showed significant success. An interactive jersey icon with ‘buy now’ text on it received 30% of the video’s clicks even though it was only onscreen for seven seconds. This case study supports the idea that inserting similar interactions throughout a video is an excellent way to measure fan interest and understand what fans want from their favorite sports team’s content.
Another key benefit of interactive video is that it can be personalized to improve audience engagement with video content. Artists, teams, and companies can design interactions to fit their brands and ensure they are only on screen while they’re relevant—for example, including a clickable link to a product only while it’s actively discussed in the video. Other interactive links can be kept on the screen for the duration of the video to encourage more clicks. Some video creators also animate their interactions to draw the viewer’s’ eye.
Another appealing interactive video feature is access to in-depth analytics. Once the video has generated views, creators can see which interaction received the most clicks, allowing them to tailor their strategies to drive sales. Analytics also provide insight into what percentage of viewers watched the entire video. This can be especially helpful to gauge the length of the targeted audience’s interest level.
Interactive video can help sports teams, artists, and other creators to improve their marketing outlook by increasing engagement and ROI for marketing campaigns. It works to deliver a personalized experience for viewers, which helps with both attention and retention. The onscreen interactions also encourage viewers to take action and make purchases. Additionally, interactive video provides valuable insights into the viewer’s behavior to help improve future campaigns. This new technology has been shown to improve outreach and could be a useful tool for creators and organizations who are looking to scale their marketing strategy.
The author, Mike Groeneveld, is Senior Vice President of Sales at Verb Technology.
