In the concepting phase, it is important to first determine your goals, to discuss the message you want to convey, and to determine your KPIs.
Questions you should ask:
- What is your target audience and who is your customer?
- What information and message do you want to convey?
- What is the end product that you promise?
- What do you want to achieve with your video?
- When is the campaign a success?
Are you a pharmaceutical organization? Then you might want to educate 10.000 patients based on stories of experience and treatment methods with an information video, where the story that is shown is based on the viewer’s choice of medicine.
Perhaps you want to recruit new students through tailor-made information via e-learning videos, or maybe you want to create a reduction in customer service in the number of phone calls as a service organization. This can be done by answering the most common questions in an instructional video. This allows users to walk step-by-step through the viewing routes and receive answers to frequently asked questions. Research shows that interactive video leads to an average call reduction of 20 percent. As you can see, a simple calculation shows that creating and using interactive video pays for itself.
Another example. You have a fashion agency and you want to promote your new clothing line with a product video. You can have interactive elements appear at the right time, such as a frame around a certain dress so that users can purchase the product directly via the video. Interactive videos are also ideal for employer branding and recruiting videos, where candidates can apply directly in the video.
Finally, you can use interactive video for lead generation. For example, many of our customers have added a contact form to their company video, which viewers can use to make a request directly while watching the video.
As becomes apparent, you can come up with countless applications where interactive video makes a measurable contribution to achieving your goals. See also the example of Binck below where customers learn more about turbos step by step.