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

digital-shoreditch-rapt-media-short-form-video

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.

Competing with 300 Hours of Uploaded YouTube Video Each Minute

The Drum, Europe’s largest marketing media and advertising site, rightly took interest in the subject, featuring Trautman’s presentation in an article that identifies the future of short-form video as “native, social and mobile.”

Amidst the noise of the 300 hours of video uploaded to YouTube each minute, it’s becoming increasingly difficult to keep consumers engaged before they move on to something else. According to BBC creative director of digital Will Saunders, the seemingly simple solution to this is to invite your audience in so that they can control what they watch and do. But this is sometimes easier said than done when it comes to actually creating an engaging experience.

That’s where native, social, and mobile come into play. Truly engaging experiences can’t be pawned off onto a third-party video player. Making use of a customizable, native player allows for a much more integrated campaign that isn’t a slave to the limited, generalized options offered by the old defaults like YouTube.

Mobile Devices Becoming the First Screen

And, of course, mobile is also critical. Sixty-five percent of video is consumed on mobile devices, a figure that’s rapidly increasing and shows no signs of slowing down. According to recent research from Google, mobile devices are quickly becoming the first, rather than the second, screen across upcoming demographics.

Social Shares = Valuable Reach

And finally, social is essential to a video’s success. Forty percent of video is consumed within the first 20 minutes of being released, as it spreads across the Internet like wildfire via social channels.

Interactivity + Personalization = Valuable Engagement

But this is all missing something: interactivity. Consumers want brands to invite them to participate and engage, not just throw content at them with the same, non-personalized message that everyone else gets. Until now, we’ve failed to apply the inherent interactivity of the Internet to video. To date, we’ve used the power of the Web as simply a poster board for the same type of linear content we’ve been consuming since the invention of the film camera.

Interactive video is a marriage of storytelling and modern Web technologies. It opens up a world of possibilities that allows for the two-way conversations that consumers desire and what the Web was born to provide.

Rapt Media creates interactive version of joint Forrester webinar on latest video and mobile trends

forrester-interactive-webinar

Rapt Media recently teamed up with Forrester Research in an hour-long webinar, “Reach, Engage, and Convert with Interactive Video,” to discuss how big brands can build better relationships with customers through valuable video content.

Instead of just posting the presentation on Slideshare (okay, we did that, too), we created an interactive video version – giving viewers the ability to select the content that interests them most.

The beauty of interactive video is that it allows you to navigate to the content you find most valuable. We think the whole thing is worth watching, but that’s for you to decide!

In this interactive webinar, you’ll learn:

  • How interactive video drives awareness and action
  • How interactive video outperforms traditional video
  • How to seamlessly integrate video on mobile
  • Strategies for nonlinear storytelling
  • How Philips used interactive video to learn about millennials

(more…)

‘Storytelling 2.0′ – Ep. 3: Adopting interactive video

storytelling-20-early-adopters-interactive-video

What does it mean to be an early adopter? Sure, one could equate the term with someone who camps outside an Apple Store to be one of the first to snag the newest iPhone (yes, that’s a little extreme). But what is it really like to be an early adopter of a technology at a larger scale – say an agency or business deciding to use a groundbreaking new piece of software, for example?

To find out first-hand what it’s like to be an early tech adopter, we spoke to digital marketing and social media agency Room 214, whom you may remember from our interactive video series’ most recent episode, “The Pros and Cons of Hiring Outside Agencies.”

Clients are constantly looking to their agencies to find out what’s new and what’s next. Room 214 is back in our latest installment to give you an inside peek into how they tackle some of the challenges associated with being an early adopter of new technologies, such as interactive video.

(more…)

How to choose the right branching structure for your interactive video

how-to-branching-video

We know making the switch from traditional video to interactive video requires a change in thinking. Linear video has the traditional beginning, middle, and end to plan for; but with interactive video, there are numerous paths a user can take, including the “if this then that” approach. Planning your interactive video is more like designing a website which requires coaching for those new to the space.

With multiple branching video structures available to tell your narrative, where do you even begin? To make things easier for those new to the next wave of storytelling, we created an interactive video to explain the most popular interactive video branching structures.

(more…)

Check out the latest version of RaptMedia.com!

rapt-media-website-redesign

We’re experiencing a lot of exciting change as of late at Rapt Media as we continue to grow our company. From improvements to our interactive video editor – now called the Rapt Media Composer – to an updated version of our API, we’re continuing to evolve. We felt now was the perfect time to also update the Rapt Media website. Launched this week, we’re thrilled to announce the latest version of RaptMedia.com.

If you’ve watched our recently released interactive video series, “Storytelling 2.0,” you know that we’ve been busy raising awareness and building demand for our product – using our own product. The second episode focuses on a decision that many companies, including Rapt Media, face: hire an agency to support your marketing efforts, or build a team to do it all in-house? Spoiler Alert: we chose not one but two agencies – and one of those agencies, Good Apples, a Boulder-based brand identity and graphic design studio, was hired to help us redesign our website.

We’ve been very candid about our journey as a growing startup in the “Storytelling 2.0” series, so we thought we’d keep that honest and collaborative spirit alive by sharing some of what went into our website redesign.

(more…)

How to capture and qualify leads with interactive video

interactive-marketing-automation-video

One of the features that sets Rapt Media’s interactive video technology apart from others is the ability to integrate video with marketing automation systems (MAS), such as Eloqua, Marketo, and Hubspot. We know that the concept can be a little much to wrap your head around, which is why we invited our VP of Product, Caleb Hanson, to the whiteboard to explain the power of integrating marketing automation with interactive video.

In this interactive marketing automation video, you’ll learn: 

  • interactive-marketing-automation-video-caleb-whiteboardHow to gain insights about your customers through video
  • How video interactions can be passed to marketing automation systems
  • How video helps inform marketing campaigns, workflows, lead scoring, and fields
  • How Rapt Media integrates with Eloqua, Marketo, and Hubspot
  • The benefits of marketing automation systems

(more…)

‘Storytelling 2.0′ – Ep. 2: The pros and cons of hiring outside agencies

Storytelling20-in-house-vs-agency-ep-2

After the blood, sweat, and tears that come from pioneering a new technology have been wiped away, there comes a point when it’s time to get serious about raising awareness and building demand. For Rapt Media, that time has come – and it’s also the theme of the second episode of our interactive web series, “Storytelling 2.0.”

We are putting the spotlight on Episode 2, which focuses on a decision that many companies face: do you hire an agency to support marketing efforts, or do you build a team to do it all in-house? Explore with Rapt Media the advantages and disadvantages in hiring an agency vs. staying in-house, meet the agencies being considered, and learn how these potential partners could help with everything from developing a marketing strategy to website redesign.

(more…)

Forrester Research & Rapt Media Webinar: Reach, Engage, and Convert with Interactive Video

rapt-media-forrester-research-webinar

Experts in content marketing & interactive video

Forrester Research is an expert when it comes to content marketing, and Rapt Media is a leader in interactive video, so, it only makes sense that these two companies partner to discuss how big brands can build better relationships with customers through valuable video content.

Reaching mobile consumers

Join Forrester Research Senior Analyst Ryan Skinner and Rapt Media CEO and Co-Founder Erika Trautman as they host an upcoming live webinar on how to reach today’s mobile consumers in a world of abundant content and shifting consumer behavior. The hour-long webinar, Reach, Engage, & Convert with Interactive Video, will take place on Wednesday, April 8 at 10 a.m. PT / 1 p.m. ET.

Join our live webinar on Wed, April 8 @ 1PM EST and learn…

“Consumers, specifically millennials, are accustomed to being surrounded by an endless amount of data, being in control of what they consume, and choosing how they consume content – whether it’s via mobile, tablet, or desktop,” said Trautman. “This shifting consumer behavior is important to every brand, and we’re looking forward to discussing how they can get and stay ahead of it.”

In this live webinar, viewers will learn: 

(more…)

Condé Nast Entertainment teams with Rapt Media for interactive video advertising and content

conde-nast-entertainment-rapt-media

Last week, in addition to announcing the launch of “Storytelling 2.0,” Rapt Media’s interactive video Web series, Rapt Media also announced a partnership with publishing giant Condé Nast to enhance both Condé Nast Entertainment’s original digital video programming as well as its advertising offerings.

If you’re unfamiliar with Condé Nast Entertainment (CNÉ), it’s a division of Condé Nast that focuses on the development, production, and distribution of original TV, feature film, and digital video offerings based on the company’s iconic media brands, such as Wired, Vogue, GQ, and Vanity Fair.

Interactive content

Together, Rapt Media and CNÉ will create interactive, first-of-its-kind digital video content for CNÉ’s premium media brands in several of CNÉ’s digital video series. These videos will run on CNÉ’s The Scene, the industry’s first platform devoted to curating and showcasing premium digital-first video content from CNÉ and traditional and new media companies.

(more…)

Introducing ‘Storytelling 2.0,’ a Rapt Media interactive video Web series

storytelling-2.0-interactive-video-series-blog

Today, we’re thrilled to announce the launch of Storytelling 2.0,” a first-of-its-kind interactive video series, which allows users to interact with a behind-the-scenes view of how Rapt Media, its customers, and its partners are using interactive video for their own marketing efforts.

“Like every company, to make our vision a reality we have some serious business decisions to make, and the challenges that we’re facing here at Rapt Media are probably very similar to the challenges you’re facing inside your own marketing department or at your agency,” said Rapt Media CEO and Co-Founder Erika Trautman in the first episode, “Hello, World. Welcome to Rapt Media.

Over the next several months we’re going to show you how we tackle these issues using data, technology, and creativity. With each episode, viewers will have the  opportunity to dive deeper into understanding the “next wave of storytelling” by interacting with the technology itself. Meta, we know.

(more…)