Adogy Glossary

Interactive Video

Definition of Interactive Video

Interactive video refers to a type of digital marketing material that engages users by incorporating elements that require active participation. This multimedia content often includes features such as clickable hotspots, embedded quizzes, and branching scenarios. By providing personalized and immersive experiences, interactive videos improve user engagement and retention.


The phonetic pronunciation of “Interactive Video” is:/ˌɪntərˈæktɪv ˈvɪdiˌoʊ/ In the International Phonetic Alphabet (IPA).

Key Takeaways

  1. Interactive videos enhance user engagement by allowing viewers to make choices, answer questions, and explore additional content within the video itself.
  2. These videos are excellent for e-learning, marketing campaigns, and storytelling, as they respond to the viewer’s actions and preferences, creating a personalized experience.
  3. Creating an interactive video can be more complex than traditional video production, but its increased engagement, data collection, and customization capabilities make it a powerful tool for businesses, educators, and content creators.

Importance of Interactive Video

Interactive video is a significant term in digital marketing due to its ability to actively engage viewers and create a personalized experience, resulting in increased content effectiveness and enhanced audience retention.

By incorporating user interactions, such as clickable elements, branching paths, and direct feedback opportunities, interactive videos transform passive viewers into active participants.

This not only captures their attention but also deepens their emotional connection to the content, leading to improved learning, stronger brand loyalty, and higher conversion rates.

Additionally, the data gathered from user choices can be utilized by marketers to optimize campaigns, refine targeting strategies, and deliver more relevant content, ultimately boosting overall marketing success.


Interactive Video has emerged as an innovative and powerful digital marketing tool designed to engage viewers in a much more dynamic and immersive way than traditional video content. The core purpose of this cutting-edge technology is to transform the passive viewing experience into an active journey by allowing audiences to interact with the media being presented.

This not only fosters greater customer engagement and satisfaction but also significantly enhances information retention. From clickable hotspots to embedded polls, quizzes, and even branching narratives, interactive video enables viewers to explore content according to their preferences and objectives, creating a personalized experience that caters to individual needs and interests.

Marketing professionals across various industries have harnessed the potential of interactive video to boost brand awareness, gather valuable audience insights, and drive conversion rates. By encouraging users to forge their own paths and engage with elements of the video directly, these interactive elements help businesses resonate on a deeper level with their target audience.

Moreover, the comprehensive data gathered through user interactions, such as click rates, time spent on specific sections, and viewer choices, provide marketers with invaluable metrics for analyzing campaign performance and refining future strategies. Ultimately, interactive video serves as a compelling medium that combines rich storytelling with highly targeted and intuitive interaction to deliver meaningful and memorable experiences to viewers in today’s digital landscape.

Examples of Interactive Video

Everlane’s “In An Absolut World” Campaign: Everlane, a fashion retailer, partnered with Absolut Vodka to launch an interactive video campaign called “In An Absolut World.” In this campaign, viewers could interact with different elements in the video and click on different products, which then led them to an e-commerce landing page to directly shop for those items. This innovative approach allowed users to immediately make purchases while watching the video, leading to increased engagement and sales.

Tippex’s “Hunter Shoots a Bear” Campaign: Tippex, a correction fluid brand, created an interactive video called “A Hunter Shoots a Bear,” in which viewers could choose their own endings by typing a specific action for the characters in the text box provided. The interactive nature of the video allowed viewers to become more involved in the narrative, leading to increased brand awareness and engagement. This campaign has received millions of views and many user-generated responses.

Honda’s “The Other Side” Campaign: Honda launched a unique interactive video campaign called “The Other Side” to promote its Civic Type R and Civic hatchback models. In this video, viewers could switch between two parallel storylines by pressing the ‘R’ key on their keyboards—a daytime drive in the Civic hatchback and a nighttime chase in the Civic Type R. This interactive element not only showcased the versatility of the two Honda models but also encouraged users to re-watch the video multiple times to uncover hidden details, resulting in increased engagement and buzz around the product.

Interactive Video FAQ

What is an interactive video?

An interactive video is a multimedia presentation that incorporates user participation or interaction. This type of video content enables viewers to engage through actions like clicking, swiping, or making choices that influence the course of the video experience.

What are the benefits of using interactive videos?

Interactive videos offer several benefits, including increased viewer engagement, better information retention, personalized experiences, and enhanced learning outcomes. By giving viewers an active role, interactive videos encourage them to invest more time and attention, improving the content’s overall effectiveness.

What industries can benefit from using interactive videos?

Interactive videos can be useful across multiple industries, such as education, marketing, entertainment, and healthcare. They can be used for employee training, product demonstrations, interactive storytelling, and in-depth data visualization, among other applications.

How do I create an interactive video?

To create an interactive video, you’ll need a storyboard outlining your content and an interactive video platform or software for production. Start by drafting your video’s storyline and mapping out the elements that require user interaction. Then, you can use specialized tools or services that support video production and interactivity, such as H5P, Adobe Captivate, or Articulate Storyline, to bring your vision to life.

How can I measure the success of an interactive video?

You can measure the success of an interactive video by analyzing viewer engagement, interactivity metrics, and goal-oriented outcomes. Track data points like click-through rates, time spent on specific elements, user choices, and completion rates. Additionally, use feedback from your audience to refine your interactive content and meet your objectives more effectively.

Related Digital Marketing Terms

  • Hotspots
  • Personalized Video
  • 360-degree Video
  • Branching Scenarios
  • Clickable Annotations

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