Written by Rebecca Warger, Marketing
Everywhere we look things are getting interactive, from Instagram’s recent beta testing for in-app shoppable experiences to Netflix’s double-down on interactive programming. But at the heart of it all what actually makes a good interactive video?
WIREWAX’s Creative Brand Director Steve Poxson joined us to breakdown the essential parts of any interactive video experience, using one of the greats from WIREWAX to walk you through each step.
1. Clear Direction
Interactive video can take on so many different forms and styles so it’s important that you give your viewers clear direction on how they are meant to interact from the get-go.
If you are new to interactive video chances are so is your audience.
“Dulux did this really well. They used a clear message on the poster frame to inform the viewer the experience they were about to enter was interactive.”
“This was then cemented in the experience with a constant animating call to action in the corner that reminded the viewer that they could ‘tap any colour’. Other projects have used voice-overs or presenters to call out the interactivity which has also worked well.”
2. Powerful Visuals
Interactive video is a lean-in experience, so make sure your visuals are pulling your viewers in and making them feel like they are part of the experience - whether they are directly part of the story or controlling the outcome.
“The Dulux experience was all about colour so it was important that the experience should reflect this. The interactive walkthrough was shot with interactivity in mind which meant it was placed in a way that allowed the viewer as much time as possible to take in all of the colour variations and explore each scene comfortably. The custom cursor was designed so that it would feed information directly back to the viewer regarding the colour they hovered over, enticing them to tap and find out more.”
3. Enticing Overlays
The overlays you design and use should add to every part of the overall experience. A well-considered overlay should bring all the info the user needs to act on a click without pulling them away from the video completely. There’s isn’t much point directing your viewer away from your carefully crafted interactive video within the first few seconds.
“The colourful overlays of Dulux were centered around inspiration. They wanted to inspire the audience to what could be done with their paint range. Using pinnable inspiration boards, how-to videos, and large bright photo galleries, Dulux showed off what was possible. “
4. Motivation To Engage
Not only should your video be telling the viewer a story, but it should also plunge them into the visual language and have them wanting to click at every opportunity. Using the content to carry and continue the clicks is one of the best outcomes your video can create.
“If you want to get past the ‘novelty factor’ of a viewer interacting with your video then the interactivity needs to be part of the narrative and feel like it is more than just a throw-in feature. Consider the shots, are they long enough? Is the product in full view? Is the viewer clear the experience is interactive?
It was clear from the Dulux team from the start that the type of experience they wanted to create was interactive so they made sure it was central to each decision they made. The result is an exciting and engaging interactive walkthrough of a utopian, colourful future. ”
Explore the full experience for yourself and breathe in each carefully considered aspect working to elevate Dulux’s interactive experience far beyond all other content in its category.