5 Tips for Growing Interactive Video Within Your Organization

What are best practices when it comes to growing interactive video in your organization? A number of the 5 Tips on getting started with Interactive videos are applicable when it comes to growing interactive video in your organization. Here is what to focus on once you've created a few Interactive Videos and are looking for it to become a standard practice.

  1. Using Existing Videos - Continue to add interactivity to your existing videos. At some point you will start to create videos from scratch with Interactivity in mind. This is great when it happens but there is no need to rush it.
  2. Understand Primary Goals - Continue to add interactive annotations that support and enhance the primary goal for each video.
  3. Mine Your Data - This is the most important step in growing interactive video in your organization. The data will be key to justify investing more time and money in interactive video. Look to get this data from your interactive video platform provider. This ensures your videos are successfully delivering on the metrics your business cares about. This will also help you determining your videos ROI.
  4. Embed Technology - We have customers who use video to drive meetings or book demos. Integrate existing web forms and technology through iFrame annotations. This will make it more convenient for customers to book meetings and conduct other actions inside your videos. Other examples include shopping carts, calculators, polling, closed caption and more.
  5. Go Social and enable sharing - Do your video’s have point of views that folks will want to share? This can drive more traffic to your videos. Enable social sharing of your videos so people can direct others to specific points in your videos.

Give these a try and let us know how things are working out! There’s more where that came from. Download our free eBook: Getting Started with Interactive Video.

The 4 Most Common Myths and Misconceptions of Interactive Video

Myths and misconceptions are the biggest deterrent as to why businesses are missing out on Interactive Video. But how real are these myths and misconceptions?

As we know, video usage grows exponentially quarter over quarter, but almost all of that video is linear and not Interactive. Myths and Misconceptions is why interactive video, which is known to be more engaging and a better user experience for viewers, used so infrequently. Let's take a look.

The 4 Most Common Myths of Using Interactive Videos in your business

  • Too costly
  • Takes a long time to create
  • No benefit to viewers
  • No benefit to my business

Too costly myth - adding Interactive video sounds hard, which implies expensive, but that just isn’t true. It is easy to add hyperlinks, images and text with a few clicks to existing videos and you can even do this for free on YouTube’s platform. There are also a number of low cost paid services like HapYak that can offer advanced interactivity and data analytics for even greater value.

Takes a long time to create myth - With do-it-yourself platforms and working with existing videos it takes only a few minutes to add interactivity and share with the world. You can edit, optimize and improve videos faster than writing a blog post.

No benefit to viewers myth - Interactive video is more engaging as viewers are empowered to control and personalize their video experience. Call to actions (CTA’s) inside video see a 3-4x conversion improvement over linear video that only offers CTA’s around a video.

No benefit to my business myth - the data and insights you get from Interactivity can be extremely valuable, especially when you connect your video data to your CRM, Marketing Automation and LMS systems. From finding new customers as a lead generation tool to driving new revenues with in video purchases, the benefits are clear and measurable.

Try interactive video for your business today with a free account from HapYak or YouTube.

Tips to Get You Started with Interactive Video

We hear all the time from folks who want to cash in on the value of interactive videos, but don’t know where to start. Here are 5 tips for getting started and how to successfully launch an interactive video initiative inside your organization.

Start with existing videos. Grab one of your most popular videos from your website or OVP.  Write down the main goal of the video (Lead Qualification, Compliance, Audience Engagement, etc).

Focus on that main goal or purpose of this video. Videos are trying to accomplish something such as educating or informing, positioning or selling, or getting a viewer to take a specific action.  Focus on the main goal of the video and add Interactivity or annotations to enhance that goal. Is the video requesting that an action be taken by the viewer?  Allow the viewer to take that action inside the video with a form or link annotation. Is it teaching something? Add a text annotation to highlight key points to enhance the key learning objectives of the video or add an in-video question annotation to ensure comprehension.

Add no more than 1-3 interactions on your first video.  Interactions are the icing on the cake, keep in mind that 95% of the video needs to remain the cake. Here are 3 simple and extremely valuable interaction annotations to consider adding:

a) brand/logo with a link annotation back to a landing page or subscription page.

b) ask for contact information with a form annotation as a lead generation activity.

c) ask a question about the material to assess how well it is understood.

Mind your data. While less is more from tip #3, the real value is in the measurable results that come from these interactions. There is a misconception that engagement value is based on a video’s completion percentage, but it is not that simple.  We measure engagement based on a viewer taking your desired actions.  If the purpose of your video is to drive subscriptions does it matter if your completion percentage is 50% when you only get 5% to subscribe?

TIP: Engagement and Interaction. Data from specific viewers can provide these insights as well as ways to improve your videos and engage users in new ways.  Ensure your video metrics support your business metrics.

Get feedback from others. Feedback can reveal areas for improvement that you are not used to even looking for.  This is a new process for you.  Early feedback is invaluable.  You’ll find that once your colleagues have provided their feedback it will help determine new and better places to add interactions.

Did you find these tips helpful? There’s more where that came from. Download our free eBook: Getting started with Interactive Video.

How to Improve Video Engagement

How to Improve Video Engagement

Video engagement is a key metric when it comes to measuring video success. How many times have you read that the key to your video success is to make shorter videos? Or to make them more funny? Or to make them more viral? But short, funny and even viral doesn’t mean they are valuable to your business.

The length of a successful video should be dictated by your business and the stage a particular viewer is at in the buyer cycle. If you were to spend $200K this year on video production would you want to see a 30 second video viewed by 1 million people or a 30 minute video viewed by 10,000?

I understand this is a simplistic way to look at video engagement but it should get the point across. And what is the value of a funny video that is shared all over the Internet to folks that couldn’t possibly be your customers? While it can build brand awareness that doesn't directly translate into revenues. Video engagement is the answer and here are 3 ways to get started and improve it.

3 things you can do to improve video engagement and conversions:

Customize - One size does not fit all. Offer different videos for your different audiences (you always have more than one). The current trend is to break large videos into smaller ones and let the viewer choose smaller clips to watch. You can provide a better user experience with Interactivity and a bit of guidance as they control their own viewing experience. TIP: Include in-video Chapter Menus so viewers can jump around easily; Ask qualification questions inside your video and depending on their answers branch the viewer to more customized videos next.

Measure - If you want to improve something you need to know where you’re starting from and how your changes are affecting the outcome. With video, start by optimizing them for conversion. Next, Google’s super-useful Customer Journey exploration tool will be your best friend. You can get a sense of where viewers are likely to convert in your specific customer journey. Finally, using Google Analytics for conversion tracking, you can simply and effectively connect video engagement to key conversion actions.

Optimize - Rinse and repeat this process to continually improve your video strategy. Video is exponentially more powerful than other web content. You should be putting the same optimization efforts into your videos that you do for your web pages (A/B test call-to-actions, using different colors, images, timings and durations).

In short, these three tactics will help you improve video engagement and turn more viewers into customers.