Users, not viewers: Why interactive branching video is the conduit to driving measurable behavior

by Jen Bergen |

Earlier this week, we explored the ins and outs of interactive, personalized video. To quickly recap, personalized video technology pulls data about users to create unique video experiences with content that is personalized to the viewer (Hi, "Your Name Here!"). This is a powerful experience for both the viewer and the company behind the content who benefit from the data-driven results. But personalized video is even more powerful when it's paired with interactive branching video, which is what we're diving into today.

How does interactive branching video work?

Interactive branching video prompts users (not viewers) to select between multiple options to customize their content experience. This isn't linear video with hot spots overlaid. This is navigable, “user experience” video. Choice-driven content puts the user in the driver’s seat and invites him or her to lean forward and participate.

When a user (customer, employee, or member of the public) is actively participating in a video experience, she is engaging deeply with the company providing the content. This engagement translates to meaningful action and behavior change, increased user satisfaction, and a deeper relationship between the business and the user. On top of those benefits, interactive

How is interactive branching evolving?

One of the best examples of interactive branching video today is Pitney Bowes’ EngageOne Video (EOV) series, with support by Rapt Media technology.

This series of video templates help boost a company's customer and stakeholder engagement, drive behavioral change and action, and increase revenue.

Interactive video for credit card onboarding

One of the best examples of this work in action is the EOV credit card onboarding video template, which guides users step-by-step through the process of setting up and using a new credit card. The credit card industry stands to benefit greatly from interactive branching and the customer action it prompts, as a significant percentage of new credit card users (those provided with traditional, static communications via email, mail, and the like) never even activate their cards.

Through a series of simple questions and visual prompts, this interactive video effortlessly steers the user through “branches” of choice. Users can activate their card, opt-in to card benefits, and select to move from paper to digital communication. The result is a video experience tailored to the needs and preferences of the credit card user.

Interactive video for checking account onboarding

Another great example of interactive branching in action is the EOV checking account onboarding video. If you can spare a moment to explore this video, you’ll notice that the experience prompts the user with a series of questions about his or her new checking account, beginning with identifying where the user stands with account setup. As the user provides answers to the prompts, the video experience changes to suit his or her needs.

In this case, branching ensures that users are only viewing information that applies directly to their situation—which saves users’ time and forges a deeper level of engagement with the company. Furthermore, clients utilizing this template have experienced an uptick in mobile banking usage, as well as increased sign-ups for added services such as savings accounts. This increase in added services is a significant benefit of interactive branching, as a large number of checking account users never sign up for related services.

The final word

Whether interactive branching is used to enhance checking account setup, onboard new credit card users, introduce users to their new auto insurance, or any other conceivable consumer need, the benefits are proven and plentiful. Companies employing interactive videos to engage with customers, employees, and stakeholders routinely see significant boosts in customer engagement, satisfaction, loyalty, and overall revenue. Additionally, the frequency and length of customer service calls and inquiries drop notably.

Perhaps most importantly, companies utilizing interactive video are driving meaningful behavior in their customers and users. Compelling interactive video content prompts immediate and valuable action in a way that no other communication method can match. For this reason alone, interactive video deserves to be taken seriously.

Rapt Media and Pitney Bowes recently partnered to expedite time to value for interactive experiences. Read more about our partnership here.

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