Turning online video into your hub for brand, product, and content engagement [IV Tips 6]


U.S. interactive ad revenue is exceeding that of broadcast television, according to figures like those from the Interactive Advertising Bureau’s Internet Advertising Revenue recent report, so why is it that online video is still finding itself relegated to garnish instead of the main course?

Too often broadcast spots are just reworked for an online audience as their broadcast production budgets dwarf that of their online video counterparts. Despite huge viewing and engagement numbers, web video is still generally a “nice-to-have,” or an afterthought. Brands still aren’t shooting for the mobile web or telling stories that work with this new viewing medium, and videos are generally still linear thoughts conceived of in a different time and for a different audience than those viewing content on the web.

So how can marketers make online video different from what they create for TV? Video is hard and expensive to make, right? Sure, good online video does require effort, but so do the out-of-home campaigns, television ads, and marketing campaigns that have driven results for brands and corporations forever. The change that needs to happen is at the point of conception. It’s time to start thinking of your online video as a valuable storytelling tool to achieve business goals.

One clear way to make online video worth the investment is to leverage it as your hub for brand, product, or content engagement, and the easiest and fastest way to do this is with Interactive Video.

Interactive Video for marketing

Interactive Video can be used for marketing in dozens of ways. Here are some of our favorites. Choosing one or more of these will help in nailing down a list of business goals you’re looking to accomplish with your video project.

  • Product demo videos that allow the viewer to choose the content they want for information retention and cost savings on support.
  • Gamified brand campaigns that immerse viewers in the content through decision points for deep engagement numbers (check out Deloitte’s gamified recruitment video as an example).
  • Embedded calls-to-action that dramatically increase conversion rates.
  • Viewer segmentation through video that captures multiple buyer personas within one landing page for increased funnel efficiency.
  • Clickable videos with Easter eggs that unlock “prizes” for rewarding serious fans.
  • Deep social integration with video that amplifies reach for viral brand awareness.
  • Dynamically loading product offerings that sync with brand videos for improving cart conversions (take a look at our Kara Ross shoppable video as an example).
  • User-directed, interactive series that allows the audience to choose what comes next in the interactive story through social voting for viral growth of content.

Making dynamic video the focal point of your campaign hub

Once you’ve determined what kind of business impact you want with a video-based campaign, the next step is to ensure that dynamic video is at the center of your plan. Using Interactive Video as a real-time campaign hub is a great way to achieve these business goals.

Think about driving all traffic to your Interactive Video landing page or microsite, and plan to update that experience regularly to deliver the personalized experience your viewers expect these days. One of the most valuable aspects of an Interactive Video experience versus a linear one is that it’s not constrained by any time frame. A linear brand video on a microsite or product page is no longer valid once any of the content in the video is out of date, requiring a “sunsetting” of that page and an entirely new campaign.

In contrast, setting up an Interactive Video-driven landing page once gives you the ability to update the video content, flow, and page dynamics in real time based on the insights gleaned from user engagement with the content. You suddenly have a living, growing experience that can react to viewers’ engagement during both individual sessions and over time.

By leveraging integration with analytics and marketing automation to serve different video content based on location, preferences, or other characteristics, you can continue capturing that user choice data to refine personas and tighten content delivery.

Video and social outreach

Put video at the center of your paid and earned media efforts as well. Create shareable snippets of the Interactive Video experience as separate projects that can be distributed through social media, email campaigns, and display ads that all drive back to your Interactive Video hub.

For blog syndication, create slightly customized projects based on audience targeting. Find out which outlets are working best and then update your Interactive Video hub to reflect those preferences. For example, if a certain syndication channel has been successful at driving conversions for a certain psychographic you can set up video switching to deliver just the content that is converting best.

Finally, leveraging this dynamic, cloud-based medium to deliver an experience that unfolds and evolves over time will encourage viewers to provide feedback through social channels about what they want to see next and what they want to see more of. Strategically placed social sharing opportunities that are integrated into the Interactive Video experience is the ideal way to get viewer buy-in to the ongoing experience, and then delivering personalized content based on that social conversation offers viewers an unprecedented, responsive user experience.

It all starts with a focus on Interactive Video as the hub for your evolving customer experience. It’s time to stop thinking about videos as one-off content pieces with a limited objective (if any), and start thinking of them as pavers in an evolving path to customer enjoyment.

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