Interactive videos gained significant attention around 2020 when they were actively used in marketing. At that time, expectations for interactive videos were high, yet some valuable advantages were overlooked. This article highlights the unexpected ways interactive videos can be effective—not only in terms of UX and engagement but also from the perspective of operational efficiency.
The Present State of Interactive Videos, Inspired by IKEA’s Use Case
Interactive video platforms such as Wirewax gained recognition through promotions by companies like IKEA and NIKE. Back then, interactive shopping videos were not only trending but also highly effective as storytelling tools.
Worldwide, the interactive video software industry has been consolidating rapidly. Vimeo’s acquisition of Wirewax was a major news item. Although interactive videos have not become as mainstream in Japan and failed to take off widely, Vimeo’s investment in platforms like Wirewax demonstrates the power and potential of interactive video.
The Growing Trend of Interactive Videos
The interactive video and online video software industries are seeing increasing demand across various sectors such as e-commerce, education, advertising, and marketing. This growth is expected to continue expanding in the coming years.
Attitudes Toward Adopting New Solutions
In Japan, the tendency is often to implement solutions based on existing case studies or simply to follow what large competitors do. However, what truly matters is creatively adapting solutions to one’s own organization. By doing so, companies can develop tailored use cases and operational frameworks that fit their unique needs.
Maximizing the Impact of Interactive Videos in the Funnel
In marketing, the concept of the funnel—first introduced in 1898—is widely used to describe the stages consumers go through from awareness to purchase: Awareness, Interest, Desire, and Action (AIDA).
The approach changes depending on which stage of the funnel you are targeting. For example, in recruitment, here are some tactics for each funnel stage:
Using interactive videos during the motivation-building phase is particularly effective to deepen candidates’ understanding of the company.
Traditional videos tend to be one-way, with viewers passively watching. Interactive videos add two-way actions that make the experience more memorable for applicants.
While recruitment is one example, interactive videos are also suitable for phases where deeper understanding is needed or when content is complex.
Industries Actively Using Interactive Videos
Wirewax and other leading companies often promoted shoppable videos as a key feature—adding interactivity to enable seamless purchasing.
Currently, demand for engaging interactive content is growing across e-commerce (shopping), education, advertising, marketing, HR, and healthcare sectors.
Healthcare:
Medical topics are often complex. Interactive videos help deliver messages more effectively and improve viewers’ retention of information.
E-commerce:
Clickable buttons and hotspots can be added, enabling seamless purchase experiences without leaving the video. Interactive videos also gather data and insights not possible with traditional videos, such as personal preferences or email addresses.
E-commerce:
Clickable buttons and hotspots can be added, enabling seamless purchase experiences without leaving the video. Interactive videos also gather data and insights not possible with traditional videos, such as personal preferences or email addresses.
Marketing:
Rather than simply raising broad awareness, interactive videos increase engagement and encourage viewers to take action during viewing, leaving a stronger impact. They enable two-way interaction between companies and customers, allowing the collection of personal data.
HR:
Interactive videos create a positive impression of the company and explain why candidates should apply. They assist in identifying quality applicants early by adding buttons or questions directly within videos on websites or recruitment pages.
Overall, interactive videos work best after a candidate or customer pool has been formed.
Overlooked Benefits of Interactive Videos
Key advantages of interactive videos include:
- Enhanced engagement
- Personalized experiences
- Improved comprehension and recall
But operational benefits are often forgotten:
Cloud-based Management and Real-time Updates
Interactive video platforms that enable cloud editing and management allow real-time updates. Cloud operations facilitate easy sharing and efficient, up-to-date content management.
Rethinking Copyright in the Cloud Era
However, with cloud storage, copyright considerations become even more important.
Who owns the videos and assets stored in a cloud account? Creative expressions such as music, text, photos, and code are protected by copyright law.
For example, large-scale videos often involve joint creation by advertising agencies and production companies, so copyrights belong to both parties. Licensing restrictions may apply, meaning copyright ownership does not always equate to unrestricted usage.
Protecting copyright is essential for maintaining creativity. It safeguards creators and supports a healthy creative culture.
In reality, the level of copyright protection depends on the desired creative standard. High-level copyright protection is often linked to more sophisticated creative work.
While copyright laws must be followed, practical operation involves balancing efficiency, cost, creativity, and the required level of protection.
Considering Interactive Video Production?
At FLOURISH, we aim to offer cost-effective interactive video services by using platforms with excellent functionality-to-cost balance. We have partnered with the interactive video platform hihaho as Content Business Partners.
Please feel free to contact us for any inquiries about implementing interactive videos.
