Did you know that in 2024, people consumed an average of 17 hours of online video each week (a whopping 84% increase from 2019) (Wyzowl, 2024). 81% of marketers claim that it cuts through the noise and generates attention far more effectively than a static format (Demand Metric). Additionally, videos produce 1200% more social shares than text and image posts, expanding reach and engagement. And video also boosts conversions – landing pages with video content can experience up to 80% improvement compared to traditional pages.
These numbers show a clear change in the way we are engaging online with audiences, or using immersive and participatory content. With audiences becoming more discerning, the shift from passive viewing to active interactivity is not just an evolution of viewing but also a fundamental shift for brands in how they create communication, build trust, and ultimately drive action.
As digital audiences are increasingly becoming more picky and screen-fatigued, video and interactive content have recently come to the forefront—not because they are fun (although they are), but because they have proven to be effective. These formats are changing the content strategy handbook by driving conversions to gathering data. In this article we will explore how and why using these engaging formats are becoming critical elements in a digital marketers toolbox—and what to expect next.
The Evolution of Video Content
Video content has been the driving force behind digital content strategies for the last decade. From the original platform of YouTube to the buzzing short form style of Instagram Reels, video consumption has hit unprecedented levels. Attesting to this point, a 2024 Wyzowl annual report states that 91% of businesses use video as a marketing tool, and that, from the other side of the purchase funnel, 96% of marketers believe video is an important part of their overall marketing strategy.
The forces propelling video towards market dominance include:
- Increased Engagement: If a video is present on a social platform, it is more likely than text and image content to be shared by 1,200%. There is no question that visual storytelling creates an emotional bridge from seller to buyer, and creates more memorable content.
- Increased Conversion: In a study of landing pages with video compared to those without video, studies and reports state that these pages can increase conversion rates by up to 80%, due both to increase in trust and better understanding of the product.
- SEO: Video is prioritized by search engines. Websites with video are 53 times more likely to be on the first page of Google.
- Multi-platform Compatibility: More mobile-first short video platforms such as Instagram Reels, YouTube Shorts, and Snapchat have emerged, making video content even more consumable.
Passive Scrolling to Active Participation
Interactive content, such as quizzes, polls, calculators, games, 360-degree videos, and clickable infographics, has shifted how we consume content from passive to active. It offers a more controlled experience for users while injecting personalization into the content. Interactive content is important…
- Increased User Engagement: Interactive formats keep users on a page longer and decrease bounce rate. According to a study conducted by HubSpot, interactive content results in users twice the engagement as opposed to static content.
- Data Collection: Interactive content incurs opportunities for first party data collection through an interactive element instead of intrusive pop-ups. This is significant to brands in a cookieless world.
- Tailored Experiences: Interactive tools permit brands to tailor their content to the preference of the user, in real time, increasing the relevance and effectiveness of the content.
- Gamification and Retention: Gamified experiences incorporate game-like qualities that encourage users to engage with your experience over and over again. This can be very effective for the most obvious sectors of education, e-commerce and entertainment.
Blending Video with Interactivity
Audiences today don’t just want to watch—they want to interact. The most effective content does more than tell a story. It invites the viewer to be part of it. That’s why interactive video is gaining some serious traction. A video is invigorated by the emotional pull of video and the curiosity and control of an interactive experience, transforming traditional passive viewing into active participating.
We’ve seen this applied in several industries:
Choose-your-own-path videos allow viewers to dictate how the story unfolds—perfect for entertainment, training, or even brand storytelling with a multitude of endings.
Click-to-shop video content is taking retail to the next level by offering viewers a clickable list of products in a video and the ability to buy and checkout immediately—no distraction, no drop-off.
Live video with polls, Q&A, and real-time reactions are changing the way brands engage during a product launch, an event, or an influencer livestream.
What’s exciting about this trend is that it doesn’t just capture the audience’s attention—it sustains it. Interactive video keeps people engaged longer giving viewers the opportunity and incentive to stay, be involved, explore, and act. It’s not just a format shift—it’s a mindset shift, and it’s demonstrating what content can do.
The Cost of Going All-In
While video and interactive content are highly engaging, there is potential for misalignment and pitfalls with these formats. Many brands jump on the bandwagon, only to realize that implementation is the real challenge.
- Material Production
Some high quality video and interactive content required more than a good smartphone and clever idea. It requires writing, filming, editing, design, and possibly code.
Example: A mid-size fashion company had the vision to walk towards a shoppable video campaign, but they did not realize that the video production would require time and money to sync products with scenes. The loose play led to half-wit execution that provoked greater confusion than conversion for users.
- Compatible Platforms or Devices
What’s easy and seamless-on desktop doesn’t necessarily convert well to mobile and can fall flat on other devices too. Interactive pieces can be especially dependent on testing for responsiveness (across devices).
Example: An edtech company created an interactive video module for web browsers, and students using tablets had issues with lag and layout resulting in diminished early adoption during critical onboarding moments.
- Content Fatigue and Oversaturation
Not every video or interactive element is going to stand out above the noise. As more brands adopt video and interactive elements, it will become increasingly difficult to stand out without a unique value proposition or strong creative angle.
Example: A startup in the fitness app launched a series of Reels with workout tips. These Reels became buried in the algorithm because they did not provide enough differentiation and branding.
(Authored by Kumar Saurav, Co-founder & Chief Strategy Officer, AdCounty Media)
