Interactive video best practices: Your guide to producing powerful content


Producing interactive video means thinking about a whole new set of factors that you may not have encountered before when producing traditional linear video: should you build your own solution, or use something that’s pre-made; how will your customers interact with your video on mobile devices; what type of branching structure will be the most effective, based upon the type of content you’re presenting?

To answer these questions (and more), we put together a guide with the best practices for creating interactive video. With this in hand, it becomes easier to produce the most engaging, effective interactive video content possible that accomplish your goals, whatever they may be.

Here’s what you’ll learn in the interactive video best practices guide:

  • Planning and preparation
    • Setting your goals and objectives
    • Coming up with a concept
    • Choosing an interactive video solution (build in-house vs. buy)
    • Considering factors like scalability, mobile, and integrations
  • Best practices for interactive video
    • Choosing the right branching structure for your content
    • Optimizing your choice points
    • Optimizing for mobile and social
    • Incorporating calls to action
    • Testing and iterating

Download the guide now, or read more below…


It’s official: consumers want a more personalized online video experience from brands and marketers


In the world of online marketing, consumer engagement is everything and content is still king – especially when it comes to online video.

In an attempt to understand how customers interact with content put forward by brands, Rapt Media recently examined the behaviors and preferences of more than 2,000 consumers in the U.S. and U.K. Our new research report, “The Power of Choice: The Growing Divide Between Customer Experience and Video,” provides some serious insight on what consumers want in their online and video experience.

Customer experience and the demand for choice

We found that over half of consumers want to be able to choose content that is relevant to them, and nearly two-thirds of those surveyed would spend more time watching online video if they could interact with it on a personal level.


5 examples of how our clients are killing it with interactive video


Interactive video involves a whole new way of thinking about video content, and it can be a bit daunting when you consider all of the possibilities that it holds. To make it easier to see what’s possible, we put together a list of five real-world interactive video examples of how Rapt Media clients are using interactive video to drive marketing initiatives, educate employees, win over talent, and more.

And, of course, what better way to illustrate how people are using interactive video, than in an interactive video?

We sat down with Rapt Media CEO Erika Trautman to discuss five easy-to-digest samples of what our clients are doing with interactive video within the following categories:

  • Brand Experience
  • Lead Generation
  • Recruitment
  • Education
  • Entertainment

Don’t want to read any more? Watch “5 Ways Our Clients are Using Interactive Video” now.


An intern’s take on creating an interactive video


Going out and making an idea into something funny, interesting, informative or impactful is the goal of any video. Letting loose and doing something that showed off what could be done with interactive video was the goal of one of my first assignments as an intern at Rapt Media, and it’s also what “Dylan’s Super Useful Fruit Hacks” is all about.

Like any video, it started with an idea. Every new Rapt Media team member has to make an interactive video so that they understand the workflow and can get excited about the technology. When I was presented with the assignment, I really had no clue what I was going to do, but I wanted to do something that nobody around the office had seen before.


The download: A technical guide to Rapt Media’s interactive video platform


We understand that choosing an interactive video platform is a big commitment. From the creative process, to the amount and type of work required by developers (depending on what’s possible with the platform), to how the content is hosted for worldwide delivery, there are a lot of pieces to consider before making a decision.

We know there are many interactive video development platforms out there, each with their own technical capabilities, so we made it easy for you to get the lowdown on Rapt Media’s platform. To help you make an educated decision, we condensed all the critical info about our interactive video platform – including mobile compatibility, technical capabilities, support, and the creative process – into one handy tech spec sheet.

If this seems a little too technical and not within your purview, feel free to forward this to your tech team or leave us a comment. Below, we’ve pulled out a few examples of what you’ll find in our tech spec sheet.


How to measure success with interactive video


Measuring the effectiveness of a campaign is a critical step for any successful marketing initiative. Marketers are under increasing pressure to show ROI on their marketing spend, and we often get asked the question of how do you measure success with interactive video. One of the strongest and most useful features that sets Rapt Media’s interactive video technology apart is the ability to capture rich data that goes beyond the standard metrics such as reach and views.

To explain the different types of data marketers can leverage from interactive video, we turned to Rapt Media CEO and co-founder Erika Trautman. And what better way to deliver this information than through interactive video?

In this video on how to measure success with interactive video, you’ll learn:

  • The best types of data that can be leveraged for brand experiences, lead generation, recruitment, education, and entertainment
  • Real-world examples and results for each use case
  • The kinds of audience insights this data can provide
  • The metrics that are available to marketers via the Rapt Media platform


‘Storytelling 2.0’ behind the scenes: What it takes to make an interactive video (Ep. 4)


We believe storytelling is much more engaging when the viewer has a choice in what they experience. We wanted to give viewers a way to interact with a new world of possibilities previously unimaginable with traditional, linear video, so we created our new brand video entitled “Future of Video,” to showcase Rapt Media’s technology.

We had a great time creating our own interactive brand video, and even though we eat, drink, and breath Rapt Media, we still learned a lot in the process. We decided to document that process and create an interactive video for our “Storytelling 2.0” series in order to share our experience.

Making of ‘Future of Video’

Producing an interactive video requires a different mindset than traditional linear video. In Episode 4 of our “Storytelling 2.0″ interactive video series, we dissect how to create an interactive video from pre-production to post-production using our own brand video, “Future of Video,” as an example. To do this, we partnered with two Denver-based production companies, Image Brew and Studio Hippo, to help us create this video.


IAB Arena: Understanding the digital advertising ecosystem through Rapt Media’s interactive video

IAB_ImageThis week, the Interactive Advertising Bureau (IAB) launched its IAB Arena: Understanding the Digital Advertising Ecosystem with an interactive video powered by Rapt Media. See it here.

The IAB Arena: What is it?

The digital advertising ecosystem can be extremely complicated with new technologies and companies appearing every few months. However, it’s important for professionals and students of all levels to be able to comprehend and discuss digital advertising to excel in their jobs –whether it’s creating, distributing, selling, or measuring digital advertising.

This is the goal of the IAB Arena’s simple, six-ring illustration – to show how advertising messages are delivered to consumers in the vibrant and ever-expanding market. And, with the added interactive video powered by Rapt Media, viewers can go even further.

Interactive video: Personalizing the journey

The IAB teamed up with Rapt Media to tap the power of our interactive video platform with the goal of making the experience clean and simple, while also allowing those who are looking for more detail to dig deeper.

The IAB wanted to create a video that explained the Arena in detail, but Peter Minnium, creator of the Arena and IAB’s head of digital brand initiatives, and Jason GluskinIAB’s senior marketing consultant, realized that watching a linear video end-to-end was long and cumbersome.

“When I was introduced to Rapt Media’s nonlinear interactive video technology, I immediately saw it as an excellent way to bring the content to life, allowing users to navigate the rings at their own pace in the order they choose,” Gluskin explained.

The ultimate goal for this project was for anyone at any level of the industry to be able to easily grasp the concepts and choose to go into the level of explanation that they find most relevant to them and their level of knowledge and experience. Given this, the ability to present information efficiently and interactively was critical. Traditional linear video, which Minnium’s team experimented with, failed to meet this goal.


Greg Adamietz joins Rapt Media as VP of Sales


The Rapt Media team is growing, and we’re pleased to announce that Greg Adamietz has joined us as vice president of sales, where he will be in charge of growing revenue, expanding our customer base and managing the sales of our interactive video platform.

As agencies, brands and media are looking to engage with their audiences in meaningful, long-lasting ways, Rapt Media’s interactive video platform is providing the solution. In response to this growing need, Adamietz will be leading the Rapt Media sales team to grow its business.

Adamietz has specialized in marketing and selling emerging SaaS-based Web technologies for over 15 years. Throughout his career, he has focused on technologies that marry visitor and user intelligence with immediate, relevant action – a win for both marketers and customers.


The future of short-form video: Make it native, social, and mobile (and interactive)


London’s Digital Shoreditch Festival 2015

The Digital Shoreditch Festival, held annually in London since 2011, celebrates some of the best technical, creative, and entrepreneurial talent that the world has to offer. People from around the globe gather to present and experience the cutting edge of the newest, most innovative fledgling technologies that will go on to fundamentally change the way we market, create, and consume media.

Rapt Media Presents!

It’s no surprise then that Rapt Media’s co-founder and CEO, Erika Trautman, had a prominent presence on the stage last Friday, where she explained Rapt Media’s innovative interactive video platform as a solution to the changing media landscape to a full house. (Click here to see a SlideShare of her presentation, “Technology, Creativity & Data: How to tell your story, engage your audience and gain valuable data from interactive video.”)

In her presentation, Trautman spoke about the critical role short-form video plays as the majority of video consumption shifts to mobile devices. This is especially essential for millennials, who check their smartphones 8,000 times per year, and consume most of their news, entertainment, and marketing messages while on the go.

Interactive video puts the viewer at center-stage, which is especially appealing to a generation that grew up on the Web, where users actively engage with content rather than passively consume it. It’s time to bring what’s at the core of the Web to video – and that starts with interactivity. Unsurprisingly, these ideas have created waves in the digital marketing community.