interactive video

Interactive Video: The Future of Content Engagement

We’ve come a long way from the static frames of traditional video. Today’s audience craves engagement, personalization, and immersion. Enter: interactive video – a dynamic merger of traditional video with interactive features, allowing viewers to engage actively rather than passively. According to Wyzowl’s State of Video Marketing Report 2020, 24% of marketers have used interactive content, and 92% of them found it effective.

The Concept

At its core, an interactive video isn’t just about watching; it’s about doing. While a traditional video plays linearly from start to finish, an interactive one may have clickable hotspots, branching scenarios, or embedded quizzes. Think of it as the difference between watching a play and being part of it.

Why is Interactive Video Important?

“The future of video is interactive,” claims Michael Litt, the CEO of Vidyard. And the numbers back him up:

  • Enhanced Viewer Engagement: Interactive content boast a 70% retention rate, compared to 20% for traditional video (source).
  • Increased Personalization: 72% of consumers say they only engage with personalized content (source).
  • Advanced Analytics: Platforms like Wirewax and Kaltura offer granular insights, allowing marketers to see exactly how users engage with content.

Real-world Examples

Education & eLearning

Schools like the Massachusetts Institute of Technology (MIT) employ interactive contents to create more engaging online courses. By using branching scenarios and quizzes, they ensure learners truly grasp complex subjects.

Marketing and Advertising

Brands like Nike have turned to interactive video campaigns. One such campaign allowed viewers to customize shoes in real-time, leading to a 20% uptick in sales (source).

Entertainment and Gaming

Netflix’s “Bandersnatch” offered an interactive storytelling experience, pioneering a future where viewers decide story outcomes.

Training & Development

Companies like Walmart use interactive materials for employee training, reducing training times by up to 15% (source).

Retail & E-commerce

Interactive contents offer virtual try-ons, like Ray-Ban’s virtual mirror, boosting sales and reducing return rates.

Tools and Platforms for Creating Interactive Videos

Platforms like Kaltura, Wirewax, and Rapt Media dominate the interactive content landscape. While Kaltura offers a range of integrative eLearning tools, Wirewax boasts intuitive drag-and-drop design features. However, Rapt Media stands out for its analytics capabilities. It’s essential to consider specific needs, costs, and scalability when choosing a platform.

Best Practices for Designing Interactive Videos

  • Start with Clear Objectives: As Amy Wood, a video strategist, says, “Don’t make it interactive for the sake of it. Have a clear reason.”
  • Design for Your Audience: Understand their preferences and pain points.
  • Use Branching Sparingly: Overcomplicating can confuse users. Keep it simple.
  • Keep UX in Mind: A seamless user experience keeps viewers engaged.
  • Optimize for Mobile: Over 70% of YouTube views come from mobile devices (source).

Challenges and Limitations

  • Technological Barriers: Some older devices or browsers may not support interactive elements.
  • Content Creation: Producing interactive content can be time-consuming and may require a higher budget.
  • Measuring Success: Traditional metrics like views might not be sufficient. Consider engagement depth or decision points.

The Future of Interactive Video

“In the next decade, we will see the rise of AR and VR in interactive content,” predicts Philip Lelyveld, VR/AR Initiative Program Lead at the University of Southern California. Indeed, with technology advancing rapidly, soon, our videos might not just be on screens but all around us.


In an age where content floods our screens, interactive videos offer a refreshing change. They allow brands, educators, and creators to captivate viewers in unprecedented ways. As we step into this new interactive era, one thing remains clear: those who embrace interactivity will shape the narrative.


  1. Wyzowl’s State of Video Marketing Report 2020
  2. Interactive Video: The Future of Content Marketing
  3. The Future of Video Is Interactive

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