Many B2B sales and marketing leaders regard “interactive video” — if they regard it at all — as an exotic form of communication that won’t interest their buyers. This is surprising. In 2017, 41% of B2B buyers said they prefer interactive content (DemandGen). Recent technology improvements have made interactive content pretty easy to create. And so much of it — e.g., personality quizzes — is surefire clickbait! In other words, interactive video represents an opportunity to make irresistible content that can improve your B2B customer experience.
Facebook recently-announced interactive live and on-demand video features that let creators add quizzes, polls, challenges and gamification. “Video is evolving away from just passive consumption to more interactive two-way formats,” says Facebook’s VP of video product Fidji Simo. Facebook sees this as fitting into the broader trend toward interactive content in general.
Better CTAs (and more of them)
Responses to a CTA (Call To Action) is a much-used “conversion rate” metric, especially among marketers of big-ticket technology solutions. A study by Forrester Research found that putting CTAs inside a video (as opposed to CTA’s outside on the web page where the video resides) increases the conversion rate 5% -12%. As Persephone Rizvi at eLearning Industry points out in Interactive Video Revolutionizes Role-Play Training. with interactive video, there are lots of actions the viewer can take, and every response generates customer data that can help improve your understanding of the customer, and your sales/marketing content.
Interactive video plus
It doesn’t need to be an “interactive video” to take advantage of the richness video brings to sales and marketing communication. Just about any type of interactive content can incorporate video, along with text, graphics, buttons and anything else that can be displayed online. Here are a couple of ideas from SnapApp.
Quizzes. Quizzes let buyers quickly get their bearings, and give the marketer an opportunity to put across some eye-opening differentiators. Here’s a example of an interactive quiz from Boston Scientific. Interactive quizzes can provide the marketer with data on customer interests, messaging appeal, and levels of knowledge. And, being interactive, the quizzes can easily guide users to other content they’ll be interested in.