Until very recently, video hasn’t kept pace with advances in Internet technology. However, it has finally made the leap from video to interactive video.
With this much-needed upgrade, videos can now contain interactive elements that increase engagement and boost the opportunity for measurable behaviours. It has now morphed into an active experience rather than the former viewing experience. This means that we can now describe an interactive video as a learning activity.
‘Choose your own adventure’ and ‘workplace challenges’ are just some of our favourites. Video supported by chapters, branching, quizzes, animation and links to further info can all provide fresh new toolsets for video training.
You might be thinking – “Wow – that’s a lot to take in!
My video could be an interactive activity?
The most popular storytelling format combined with viewer choices?
Business managers now creating amazing, interesting, work-like scenarios?
Videos firstly educating but then testing team members?”
Yes – all of these things are possible for your organisation.
The demand for video is clear: marketers are set to double their video promotion budgets by 2020, and by 2022 audiences will consume more video content online than on TV (if not sooner).
Our users are ready for it, even expecting it, so are you ready to leverage the benefits of video in your training?
The changing value of video
In the past, video was an expensive endeavour, as media companies only delivered high production value videos. Businesses have now realised that it doesn’t make sense for every topic to expand into a video, nor should every video be a motion picture. Training processes can still benefit from the overarching trend of video without expensive investments. The meteoric rise of social video platforms such as YouTube and Facebook have proven that video should be measured in terms of currency and relevancy.
Interactive video offers a turnkey solution for organisations who want to instantly deliver personalised company videos to their online audiences.
Video favours high quality storytelling and measurable engagement analytics.
Those marketing experts I spoke of use video to steal away a user’s attention, and training courses should be doing this too. That said, we should further borrow from marketers who believe that video content must earn the attention of a user.
This should create an incentive for us all to create content that is valuable to the user.
Recent shifts in technology have enabled standard videos to gain interactive elements and still deliver across both mobile and desktop environments. This is a major step forward in terms of allowing courses to track engagement and experience rather than focus solely on counting videos viewed.
Interactivity—such as animated images, relevant questions, clarifying animations, and online access to additional related materials — significantly improves the opportunity for learning and adds interest for the viewer. Recording previous decisions and clicks allows for later interactions that can help personalise parts of the video journey for the viewer. Capturing the viewers’ video and related interactions then turns into behavioural and contextual data, which improves the understanding of our learning audience.
These user actions provide us with measurable and highly valuable metrics that we can optimise in future course creation.
If you’re interested and want to know more about our interactive video platform, follow this link to our Videosity website.