What is a Video Interaction?
Video interaction refers to videos that respond to user input, provide contextual feedback, and lead users through a journey with multiple paths. Unlike traditional, one-way video content, these experiences adapt and evolve based on user choices. In the article below, we share our experience and case studies. Our interactive video best practices are based on our analysis of thousands of clips.
Why Interactive Video Matters
Whether you’re selling products, teaching learners, or connecting with customers—static video is no longer enough to retain an audience. The dwell time for social media clips is less than 4 seconds! Audiences stick around longer when they are directly involved! Interactive video results in:
• Higher engagement
• Deep personalization
• Stronger conversion rates
eCommerce: Smarter Shopping Journeys
In eCommerce, interactive videos act as digital sales associates. They help users:
• Explore product choices by navigating in-video
• Try on items with AR overlays
• Make lightning fast decisions that change their experience
Shoppers don’t want to scroll through static websites—they want to self-curate dynamic visual experiences that reflect their interests.And that’s exactly what interactive video lets them do.
When LL Bean 30 second commercials were repurposed as interactive videos, the average viewer watched 5.54 times and clicked through to product pages 3.68 times.
eLearning: Turning Learners into Explorers
Interactive video enhances online education and corporate training by:
• Embedding questions and feedback directly into content
• Allowing learners to simulate real-life decisions
• Personalizing learning paths based on skill level
These features promote active learning and give instructors real-time insight into learner performance and engagement.
By adding interactivity to 3 minute golf training videos for the USGA, video dwell time moved from 38 seconds to 7 minutes and 57seconds, extending engagement 16 times longer.
Marketing: From Broadcast to Personal Touch
Modern marketing demands more than just reach—it requires relevance to engage viewers. Interactive marketing videos allow brands to:
• Capture leads and their interests through embedded forms and guided choices
• Present different, personalized messaging based on user input or behavior
• Create gamified, story-driven brand experiences
The result? Longer view times, stronger brand recall, and a higher rate of quality conversions.
A swimsuit retailer used interactive video to sustain engagement for 1 minute 40 seconds resulting in a click-through rate of 61%.
The AI Advantage: Personalization at Scale
AI is the powerhouse behind the scale and intelligence of modern, personalized interactive video experiences at speed and scale. Today we can:
• Personalize user pathways
• Deliver conversational video in real time
• Capture user video and manipulate it for sharing it with the community and friends
…you can tailor content on the fly based on user behavior, preferences, or history.
Avatars: Human Connection at Digital Scale
AI-generated avatars bring personality, emotion, and scalability to video interactions. They act as:
• Virtual instructors in eLearning
• Shopping assistants in eCommerce
• Brand ambassadors in marketing
Capable of speaking multiple languages, adapting accents, and even expressing emotion, avatars, ring a human feel to automated experiences. Today's conversational avatars can engage users in real time for personalized, responsive interactions that feel genuinely one-on-one.
Best Practices for Designing Interactive Video
When planning interactive video experiences, keep these best practices in mind:
• Start with purpose: What do you want the viewer to do or learn? How do you want their behavior or understanding to change?
• Guide the journey: Offer clear paths and visual cues so that viewers maintain control of their experience.
• Design for mobile: Ensure that users can enjoy the experience no matter the size of their screen.
• Test and iterate: Use analytics to refine choices, branches, and outcomes.
• Keep feedback loops: Let the video respond to choices with a meaningful progression that adds value and enjoyment to their experience.
Fast Forward: The Future Is Conversational, Immersive, and Automated
The uses of interactive video are booming. Prepare for:
• Conversational video: Realtime avatars responding in multiple languages
• Auto-generated video content:AI crafted interactive videos driven by user responses and data.
• Realtime Simulations: Realtime Simulations:Users will be able to experience life-like interactions, preparing them to rehearse and appropriately respond to real world challenges.
Organizations that are earlier adopters of these approaches will stand out from the competition.
Conclusion: Ready to Engage on a New Level?
Interactive videos are more than a trend—they are an approach to user experience that leverages our most powerful communication channel to new heights. Interactive video:
• Captures attention
• Accelerates decision-making
• Strengthens relationship
• Models ideal behavior
Whether you’re teaching, selling, or storytelling—jump on the interactive video bandwagon to engage viewers more deeply in meaningful experiences that they won’t forget.
Let us know and we’ll share real examples of interactive video journeys in your industry—from product explorations demos to lifelike employee onboarding experiences.
