Interactive videos are exploding in 2022.

But why should you bother with them? Why not just stick to the standard video format?

The short answer is that they are proven to generate greater engagement than traditional linear videos. This is because they allow your viewer to immerse more deeply in the experience by having more control over it.

But don’t just take my word for it. Let’s have a look the facts:

According to Mobile Marketer, interactive videos boost viewing time by a whopping 47%.

Not only this, they according to Mobile Marketer increase purchaser intent by a massive 9 times!

And having produced numerous interactive videos here at Spiel, we have noticed a significant increase in conversion rates when comparing interactive videos to more traditional linear ones.

So if you’re interested in a new way to boost engagement and grow your sales…..keep reading!

Interactive Videos: The Statistics

To find out exactly how effective interactive videos can be, we carried out two detailed surveys.

The first survey involved interviewing a total of 73 business professionals who had already created at least one interactive video to understand how it had impacted their businesses.

The second survey involved interviewing a total of 100 consumers learn what they thought about interactive videos.

You can check out all the results of our interactive video survey here.

Check out the video below that we created that also summaries the results of our interactive video survey:

Key Interactive Video Statistics

Below are some of the key finding of our interactive video survey that involved interviewing a total of 170 participants:

87.7% of businesses87.7% of businesses that incorporated interactive video into their sales strategy noted that it resulted in a growth in their sales revenue.

78% of businesses78% of businesses said that interactive videos depvered superior results for them when compared to standard videos.

75% of businesses75% of consumers said that when they were initially introduced to a new product, they preferred learning about it through an interactive video rather than from a sales person.

86.2% of businesses86.2% of businesses that created an interactive video said that based on its success, they were looking to create more of them in the future.

Key Features Of Interactive Videos Explained

So as I mentioned above, there are certain distinct features that result in a video being interactive. Let’s now go through each one in more detail:

Clickable Hotspots: These are basically areas on the video which can be clicked on to reveal more information. There are two distinct types of hotspots.

Clickable Hotspots
  • Static Hotspots: These are hotspots that appear statically on the screen in a fixed area.
  • Sticky Hotspots: These are hotspots that appear attached to an object on the screen. For example, this type of hotspot could appear near an item of clothing or a person in the video. So when the person moves on the screen, the hotspot ‘sticks’ close to the specified object.

According to the interactive software platform WireWax, sticky hotspots can generate as much as 9 times more engagement than static hotspots. So whenever possible, you should try and use sticky hotspots over static ones in your videos. Later in the article, I will show you how you can do this.

Below are three examples of great ways that you can use hotspots in your videos:

  • Branching: This is the term used to describe when the viewer can click on a hotspot to jump to a scene of their choice. For example, your video could give the viewer the option to choose to view ‘men’s clothing’ or ‘women’s clothing’ and the video would then ‘branch’ on to the next scene as per the viewer’s choice.
  • Provide additional information: When a hotspot is clicked on, an overlay can appear which provides additional information. For example, if you have a hotspot next to a pair on sunglasses in a video, when it is clicked on, it could display more information about the item such as its brand, price, delivery time etc.
  • Diverting traffic to specific URL: Hotspots are also great for diverting traffic from your video to a webpage that you eventually want your viewers to end up on.

Overlays: This is basically the additional information that appears on the screen once a hotspot is clicked on. Sky is really the limit as to what you can include in your overlay. This includes data capture forms, detailed information on the concerned scene or product, downloadable content, URL’s, contact forms and more.


360 Degree Experiences: Merging 360 degree video visuals with hotspots and overlays to give a more immersive experience is a another common feature of interactive videos.

To learn more about all the features I’ve just mentioned above, check out the video below. In this video that we created here at Spiel, you’ll see real life examples of hotspots and overlays which will give you a clearer understanding of exactly what they are and how to use them.

“Research by Mobile Marketer shows that interactive videos can increase viewing time by a massive 47%”

What Can I Use Interactive Videos For?

So now I’ve successfully convinced you of the benefits of using interactive video, and you’re keen to try it out….but what will be the best way to do so for your business?

In other words, how can you use your interactive video in a way that will deliver the best return on your investment?

  • Boost your online sales
  • Product demos
  • Education & Training
  • Recruitment
  • Customer feedback
  • Social Media

Boost Your Online Sales

Do you want people to buy more of your products once they land on your website?

Most people are still relying on the standard approach of relying on text and images alone to showcase their products.

In comparison, have a look at Ted Bakers’ interactive video.

Boost your online sales

Rather than just relying on the conventional approach, Ted Bakers’ interactive video allows viewers to shop directly for clothes that they see the models wearing in the video.

Through seamlessly combining video with the ability to purchase clothing using cool, trendy footage, Ted Baker really bring the shopping experience to life.

And gain an edge through creating a much stronger connection between their viewers and their clothing.

And the result… guessed it…..a boost in sales!

Looking at the video….you may be thinking that it looks great…but that you simply don’t have the budget to create such high quality footage.

So how could you make this work for your business?

Well, the short answer is that you don’t necessarily have to spend big to get great results.

Simple videos of your products being displayed or used combined with interactive features can in most occasions deliver a significant boost in sales. So don’t be disheartened.

Interactive Sales Video Tips

  • Use sticky hotspots over static ones – If you don’t know what these are, this was explained in the previous section.
  • Tell a story – Don’t just display your product and add the option for your prospects to purchase. Rather, tell a story which makes the viewer understand why your product is right for them. You’ll see a big difference in sales.
  • Generate emotion – Bold videos that stand out and really capture your viewers attention perform better than dry factual ones. If in doubt, lean towards a bolder approach that makes your video stand out rather over trying to play it safe.
  • Don’t delay asking your viewers to purchase – you don’t want your viewers to watch your interactive video and then move on. You want to do everything possible to make them purchase whilst they are engaging with your interactive video. So add incentives for them to purchase from you on the spot. Offering a limited time discount offer or highlighting how many of the items are left in stock to generate a feeling of scarcity are two ways in which you can do this.
  • Manage objections through overlays – know what are the main objections that your viewers may have to purchasing your product and aim to address them in your interactive video itself. This is important so that your viewers don’t leave your video to find answers to their objections. Two great ways that you can do this are through the overlays that appear in your video and through the content of the video itself.
  • Capture leads – Unfortunately, not everyone who views your video will make that all important purchase. So make sure you’re capturing their information. That way, you can continue with the sales process after they have watched your video.

Interactive Demo Videos

It goes without saying that interactive videos are a much more immersive way of showcasing your product compared to standard linear videos.

Below are some actionable tips to take into consideration when producing an interactive demo video:

Interactive Demo Video Tips

  • Prioritise Interactivity: A common mistake people make when producing their interactive demo videos is ramble on too much. Instead, keep your script short and sweet, whilst getting the viewer to interact as much as possible with your product. The more your viewer interacts with your product, the higher the chances of them buying!
  • Add Feature Based Scenarios: A great advantage of interactive video is that you can create multiple scenarios. For example, if you sell mountain bikes, you can create one branching pathway in your video that shows your bike against a nice clear background. When different hotspots on the bike are clicked on, this would then lead to information on that particular feature being revealed. Adding ‘feature based branches’ will greatly boost sales from prospects who are feature orientated.
  • Add Benefits Based Scenarios: These are often neglected but just as important. Create scenarios which showcase the benefits of your product. For instance, in the mountain bike example, you could create a scenario where the bike is being ridden across rough terrain. You could immerse the viewer by asking them choose the path of the terrain, e.g. through mud, steep climbs, rain etc where they can then see how the bike performs.
  • Generate Emotion: To generate sales you need to win both the hearts and minds of your customers. So make sure your interactive video takes your viewers on an emotional journey. Interactive videos are great for creating scenarios which involve surprise, humour, cuteness etc. So take advantage of this.
  • Be Creative With Your CTA’s: Try getting more creative with your CTA’s than just adding a ‘buy now’ tab in your video. Instead think how you can add CTA’s which are more relevant to a particular scene in your demo video. For example, in the mountain bike scenario, right after a scene where your mountain bike is ridden down a steep hill, you could add a CTA asking your viewer to get in touch with you to learn which of your bike models is best for this particular type of trek for their budget. You get the idea!

Interactive Educational Videos

Interactive videos are rapidly growing in popularity as an educational tool as the number of distinct benefits over stand linear videos.

These include:

  • Interactive videos proactively engage their viewers compared to linear videos that involve passively watching content. This means better retention of the information that you are aiming to get across.
  • By including tests and challenges in your interactive video, your audience will be able to actively assess their learning as they go through your content.
  • With interactive video, your audience will have much greater flexibility to select the content they want to watch and engage. This is because interactive videos can be more easily divided into chapters and subjects through the use of ‘branching’. Meaning interactive video is more likely to retain your audience’s interest when compared to a standard video.

Interactive Educational Video Tips

  • Create Clear Chapters: This will help your viewers better navigate your content and understand how they are progressing with their learning.
  • Use Quizzes: Good approaches include adding your quiz at the end of each chapter or as ‘challenges’ which occur as part of your video’s narrative.
  • Reward Success: this works because of that sweet dopamine rush that rewards give us that make us want to keep coming back for more! The reward in your video can be something as simple as gaining numerical points which appear on your personal score sheet. If you want to get more creative, unlocking special content which only appears when you achieve a certain target can be a great strategy.
  • Let Your Audience Take Control: Letting your audience have control over the narrative of your video can massively increase their learning. For example, let’s say you were creating an educational video for medical students which discusses different approaches that can be taken for a specific procedure. Rather than just having a presenter talk through the different approaches in front of a camera, you could ask the audience to make decisions which lead to different outcomes. Your viewers are much more likely to learn from seeing the outcomes of the decisions that ‘they make’ compared with passively listening to someone talking to them.
  • Make Use of All Senses: as you already know, video is great for engaging both the visual and auditory senses. But interactive videos take this a step further by making the viewer engage with hotspots and overlays which activate both the touch sense and kinaesthetic memory. And as countless studies show, the more senses you involve in your learning, the greater will be your comprehension and memory recall. So make sure your interactive video includes plenty of hotspots which the viewer can engage with. In addition, try to vary the locations of the hotspots to magnify the use of kinaesthetic memory.
  • Add Summary Sections: Adding summary sections at the end of each chapter of your video is a great way to consolidate the key information that you want your viewers to take away. Also, don’t forget to make sure that your viewers easily access these summary sections via a well structured contents menu at the start of your video. This will significantly increase the number of viewers that keep returning to your video.

Gathering Customer Feedback

Gathering customer feedback and engaging in consumer research is more important than ever if you want your business to succeed. Interactive videos are one of the best ways of getting this feedback, as it’s easy, fun and far less dry (or irritating!) than a standard survey.

Think of clever ways of building computer game-like stories around your product that includes customer feedback in a natural way. For example, let them choose where they want to focus their attention in order to see where their interests lie so that you can focus on those areas in the future.

But the possibilities are endless!

Customer Feedback Video Tips

  • Gather data on the customer first: consider asking the user some questions about themselves – for instance, their gender and age range – at the start of the video. This will allow you to analyse your results according to their demographic.
  • Take the user back through their consumer journey: Interactive videos are a great way to remind your customer of their experience with you. Walk them through their consumer journey, from what drew them to your product all the way to the point of sale and beyond. Ask them to rate each moment in the journey. As they go along, they’ll remember all the things they liked (or didn’t like) about the experience.
  • Engage as many senses as possible: If you’re doing market research and would like to test out a new product, product name, or branding, an interactive video is the perfect way to test out your ideas on your customer base. Take full advantage of the medium by immersing the user into the video and capturing their attention – use sound, movement and exciting visuals to fully share your vision.
  • Don’t give too many options (but don’t give too few!): You want to provide the user with enough options to gauge their opinions, but not so many that they become overwhelmed. Around 7 questions with 3 to 5 choices each tends to be the sweet spot!
  • Don’t guide the user’s hand too much: think about what feedback your customer will want to give – not just the feedback you’re hoping to receive! Allow for a range of feedback, and give the user the opportunity to provide their own comments if they wish.

Interactive Recruitment Videos

As a recruitment tool, interactive videos can save a lot of time, hassle and worry.

For instance, you could simulate a first-person ‘day in the life’ of someone working in the position advertised. This would give potential recruits a chance to see what some of the work would entail and give them an idea of the company environment.

You could also use your video as a tool to ask some preliminary pre-interview questions. This could help you select which applicants you’re going to progress to the interview stage.

With the right video, by the time you’re sitting down at the interview both you and the interviewee can be confident that they would be a good potential fit for your team.

Interactive Recruitment Video Tips

  • Ask the user questions: This is a great first opportunity to get to know the applicant, so take advantage of it! Think about what you’ll need from the person filling the role and base your questions around that. Don’t make the questions too easy – asking them ‘yes/no’ questions about the basic requirements stated on the ad won’t tell you anything you can’t gauge from their CV. Don’t be afraid to be creative!
  • Consider filming in and around your actual office space: If possible, use your actual office and colleagues in the film. This will give the applicant an idea of what to expect!
  • Provide information about the company: Throughout the video, add interactive elements that provide some information about the company or team. Not only will it be useful for the applicant, but you’ll also be able to ask them about these to check they were paying attention…!
  • Make it fun! This isn’t your average recruitment tool, so make it stand out. The experience should be as enjoyable as it is useful, and should make the applicant want to join your team.

Social Media

Social media is a great platform for interactive videos. Whatever your business, websites like Twitter and YouTube are perfect places to post your

  • Spark a conversation
  • Gain more followers
  • Boost brand awareness
  • Create something fun and new for your users

Social Media Video Tips

  • Take the user on a journey: As with all the examples above, the key here is to spark emotion in the user. If they feel like they have a say in where your video is going, they will be more engaged in the virtual journey you’re taking them on. This will help your followers feel closer to you.
  • Ask them what they want to see: If you use social media regularly, an interactive video is a great way to find out what kind of content your users would like to see next.
  • Use humour: One great way to make your video stand out is to use humour and subvert expectations.
  • Encourage conversation in the comments: Don’t forget the ‘social’ in social media – your video is sure to spark some comments, so join in the conversation!

How Can I Produce
An Interactive Video That Works?

Let’s take a look at the steps you’ll need to take in order to make a great interactive video.

Set Your Goals

Before you start, outline what you’re expecting to achieve from your video.

Be as specific as possible: if you want to increase your sales, what figures are you (realistically!) hoping for, and over what time frame? If you’re looking to improve brand awareness, how do you intend to measure this?

Having a clear goal will help your team stay on the same page, and you’ll know how to measure the performance of your video once it goes live.

Decide on Your Creative Vision

You should have a clear vision of what you want your video to look like. What makes your idea stand out, and how do you want to incorporate interactive elements into your video?

Create Your Map

Next, create an outline of the interactive features you want to include in your video.

Ask yourself the following questions:

  • What story (or stories) is your video going to tell?
  • How many interactive moments do you want to include?
  • If you’re using branching, how will the storyline change depending on what the user selects?

If you’re using branching in your video, creating a map is essential. The more options you include, the more branches you’ll create. Having a clear map to refer back to will help you keep track!

Here’s an example of an interactive flow map that I created recently:

Interactive Flow Map

“Don’t make your script too lengthy – you want the viewer to interact as much as possible with your video.”

Write Your Script

Now that you have an outline, you’re ready to start writing your script.

Remember that the basic principles of creating a video still apply. You want your video to be engaging and memorable for your audience. If you only focus on the interactive elements and forget about the actual content, your video will appear gimmicky, which is definitely not what you want!

Consider all the possible pathways a user may take. Each option should be equally strong – think of what you’re writing as several standalone scripts.

Make Your Storyboard

This stage will bring all the parts of your vision together.

Combine your initial map with your script so that you can easily read through each version of your story.

You also need to decide where the interactive elements will appear on the screen. Do you want them to be static, or move along with the image? Do they all lead to different parts of the story, or do some serve a different function (e.g. further information or the ability to click and purchase an item within the ad)?

Create Your Video

Now it’s time to shoot your video! Whether your film is live action or animated, make sure you’re happy with each of the branches of the story and that you haven’t left any key elements out. Unless you have the resources to shoot your own video, you may wish to commission an agency – I’ll tell you more about what you should be looking out for below.

Add Your Interactive Elements

The final – and arguably most important! – step is to edit your video and add the interactive elements to the footage. If you plan on doing this yourself, you’ll need an interactive video software. There are a number of options available at different price points – in Chapter 6, I’ll guide you through some of the best tools on the market today.

Test Out Every Option

Before you upload your video, make sure you’ve tested out each of the different branches on your storyboard, and clicked on every interactive element to check it’s working correctly. Once you’re sure you’re happy with all of them, your ad is ready to go live!


  • Remember: you want to create an ad that will stand out on its own merit, not just because it’s interactive
  • Each branch of your storyline should be equally punchy and engaging
  • Think about when the interactive elements appear in your video: does it make sense from the user’s perspective? How does it guide the user toward what you want to achieve?
  • Consider who would be more likely to click on a certain option. Are you targeting a different demographic in each branch of your storyline? Will the option the user chooses change what action you want them to take?

Should I Commission the Work to an Agency?

If you or a member of your team have the technical know-how required to produce an interactive video, you may wish to invest in a subscription for interactive video software. However, it may be far more time and cost-effective to commission an agency.

Before you take the plunge, make sure you do your research. Look for a company that has a proven track record of producing high-quality interactive content. Take a look at some of the videos they have made for other clients to see if you like the quality of their work.

The agency should take time to listen to your needs and make sure you’re on the same page creatively. They should also be transparent about cost and timing, and shouldn’t pressure you into a quick sale.

Interactive Video Software Options

With the rise of the technique, new and better interactive video software tools are constantly coming onto the market. So, now more than ever it’s easier for non-professionals to make their own high-quality videos and publish them on popular interactive video platforms.

Here are three of my favourite interactive video software packages and platforms currently available:

1. Rapt Interactive Video Software


Rapt Media’s cloud-based software is a great all-round tool that allows you to build interactive experiences with their ‘composer’, publish videos to their ‘player’ platform and measure them with their ‘analytics dashboard’.

No need for computer coding, you can simply drag-and-drop clickable hotspots and story branches into the video.

Prices available upon contact to suit your requirements.

2. Wirewax Interactive Video Software

wirewax studio

WIREWAX is the most comprehensive and capable interactive video software available anywhere today. Their self-serve Studio platform allows you to add hotspots (static or motion-tracking) to your videos along with a host of other features including branching, pulling in live data feeds and even connecting your video to your site via their iframe API.

They offer different tiers of pricing based on user requirements, ranging from $999 / month for a Small Brand through to Enterprise levels for their most robust offering. You can see their complete pricing here.

3. Verse Interactive Video Tool


Verse is a full-service multimedia platform that leverages the latest adaptive streaming, video compression and CDN optimization technologies to deliver great interactive experiences.

Unlike many other interactive video technologies, which include limited navigation features to seek through a single video file, Verse allows truly seamless navigation between any number of individual video assets, offering greater freedom for both viewers and content creators.

Users can upload media assets to their accounts and construct interactive experiences with their videos and images using the platform’s interactive video editor.

Key features within the editor include:

  • Interactive hotspot editing to generate clickable hit areas within videos, which can be used to create links to other media assets or external websites.
  • Looping-video decision points, which can be used in conjunction with hotspots to create branching video narratives and interactive games.
  • Chapter-based organization tools, which can be used to manage and customize relationships between videos or groups of videos within a project.

Other features include support for vertical and 360-degree video; multi-lingual closed captioning; third-party analytics integrations; developer APIs; offline project delivery; white-labeling services; ad delivery; and custom player styling options.

Completed Verse experiences can be published and embedded on third-party websites and apps through the platform’s interactive media player application.

“86.2% of businesses that have used interactive videos say they are looking to create more in the future.”

Interactive Videos On YouTube & Vimeo

Here is a demonstration of how YouTube’s built-in tools can be used to make videos with alternative story branches:

And here is an example of a creative 360-degree interactive video hosted by Vimeo:

As well as the biggest video platforms, some of the world’s biggest social media companies are also getting in on the action.

For instance, in June 2018, Facebook announced ‘a set of new tools — polling for Live and on-demand video and gamification for Live — that will give creators the power to create fun, unique and interactive content for their fans.’

So, there’s no doubt that interactive video is destined to be a hugely popular and important tool for marketers in the coming years.

If you would like a simple guide to shooting video by yourself, take a look at my infographic on the topic here.

Enough detail!

How Much Will My Interactive Video Cost?

The cost of your interactive video will depend on a number of factors.

But basically, it can be split into two categories:

  • Firstly, the cost of producing the video itself.
  • Secondly, the cost of adding the interactive features afterwards.

The cost of producing your video will really depend on the kind of video you have in mind: will your video be animated or live action? How ambitious do you want to be – will it require special effects or shooting in multiple locations?

In order to add the interactive elements, you’ll need to purchase an interactive software package. Most providers charge an annual fee to use their platform and prices can vary significantly from provider to provider…..from a few hundred dollars to thousands annually. So you’ll need to shop around!

Another thing to consider is that  good interactive agencies should already have an interactive video software platform that they regularly use to build create their videos.

So, they should be able to help you avoid purchasing an interactive software platform just for your video…saving you thousands! And this is exactly what we do here at Spiel.

Also, before setting your budget, it’s a good idea to work out your potential return on investment (ROI) that you can achieve from your video.

We’ve created an in-house ROI calculator to help you do this  – check it out below:

So in a nutshell, pricing will vary greatly depending on the agency you choose to work with, the type of video you want to create and how you wish to include your interactive elements.

However, to give you an a more tangible idea of cost, as a ballpark, our interactive video prices start from around $3,000.

So feel free to get in touch if you would like our help!

Here Are 15 Of The World’s Best Examples Of
Interactive Videos Anywhere Online:

Mended Little Hearts – Interactive Video

Mended Little Hearts - Interactive Video

Children’s congenital heart disease charity Mended Little Hearts created this moving interactive video titled Give a Fuller Life. The video follows a day in the life of a boy called Max with a heart condition.

Interact with the video

The purpose of the interaction in this video is all about getting people to donate. The more you pledge to give, the fuller the world around Max becomes, transforming from empty and white to full of colour and life.

It is a great metaphor for the charity’s work and is used to powerful effect with beautiful 3D animation.

By sincerely depicting how your work can make a difference in people’s lives is a far more effective way of encouraging viewers to donate than with a passionate plea.

Jeff Buckley – Interactive Video

Jeff Buckley - Interactive Video

This interactive animated music video is for late singer-songwriter Jeff Buckley’s heartfelt cover of Bob Dylan’s Just Like a Woman. With 73 different clickable cells, it gives the audience (literally) countless ways to change the narrative of the love story.

Interact with the video

The viewer’s selections can also influence the music itself. While it begins with just Buckley’s voice and guitar, it has the potential to end with an entire choir and orchestra arrangement – 16,000 musical combinations in total.

The 4-and-a-half-minute clip shows the enormous possibilities of interactive video. If your art reflects something as complicated as the highs and lows of human relationships, perhaps it’s the perfect format to present it through.

Deloitte – Interactive Video

Deloitte - Interactive Video

Multinational professional services network Deloitte created this gamified interactive recruitment video for their office in New Zealand. Titled ‘Will You Fit into Deloitte?’, it’s a first-person experience introducing the viewer to the company culture as well as educating them about what is expected of employees.

Interact with the video

This interactive video is so great because it removes the stress of entering a new environment by portraying just how welcoming and supportive it is.

Through a number of real-life office dilemmas, like a printer breakdown, the audience can choose what course of action to take and see the consequences of those actions play out. The video has been widely shared on social media and the average viewing time is over 5 minutes.

When it comes to recruitment, interactive video would certainly make the decision to apply for a role at your company a lot easier.

Ted Baker – Interactive Video

Ted Baker - Interactive Video

British luxury clothing brand Ted Baker created this interactive video for their website landing page.

It depicts a fashionable man and woman strolling through the woods with ‘click to shop’ tags pointing at their various items of clothing and accessories. When the viewer clicks on one, a pop-up appears with a description of the item, its price and a link to purchase it.

Interact with the video

This is a great example of modern interactive marketing video. It makes it infinitely less effort for customers to find the items they see advertised on screen, guaranteeing more sales.

Interactive video advertising is an easy way to take people straight to the products they want without even having to pause the ad.

The Jungle Book – Interactive Video

The Jungle Book - Interactive Video

For the launch of the 2016 remake of the classic Jungle Book movie, Disney released this stunning interactive video to show how it was made.

The clip has a movable split screen that plays shots from the actual movie alongside the pre-CGI behind the scenes filming of the same shots. As well as that, there are multiple clickable hotspots revealing hidden information about the story and interviews with the cast.

Interact with the video

This is an amazing example of an exciting big budget interactive video made to build anticipation and excitement around a major animated feature film.

It may not be feasible for the average interactive video customer, but it really does demonstrate that even major companies in the entertainment industry are seeing the entertainment value of it.

Maybelline – Interactive Video

Maybelline - Interactive Video

Major American makeup brand Maybelline New York made this interactive tutorial video to educate their customers about achieving signature looks tailored to their individual mascara preferences and needs.

Narrated by stylist Kelly Framel, the video goes through some of the biggest mascara fashion trends by asking the viewer to select between things like day and night, modern mod and avant garde, club tropicana and rebel chic.

Interact with the video

Maybelline knew their customer base was increasingly purchasing online on mobile devices and needed a new way of launching their products specifically for them. Interactive video was the perfect solution and made their click-through rate 14 times higher than the industry average.

Before making your interactive video, know exactly how your audience wants to consume your content.

The Resuscitation Council (UK) – Interactive Video

The Resuscitation Council (UK) - Interactive Video

The Resuscitation Council, the body responsible for setting central standards for cardiopulmonary resuscitation and related disciplines, released this ground-breaking scenario-based interactive video.

It throws the viewer into 4 intense situations in which crucial decisions must be made in order to save a person’s life. The aim is to teach people essential life-saving skills in the most engaging manner possible.

Interact with the video

The high production value, dramatic sound design and convincing dialogue and acting really make it feel like you’re in a movie. And with the clock ticking, the pressure is on to react to the situation at hand.

This is a perfect example of an interactive educational video, scenario-based interactive video that makes people take notice. If you have important information for public consumption, gamified interactive videos are the best way to get it across.

Samsung – Interactive Video

Samsung - Interactive Video

For the launch of their Gear VR, Samsung created this interactive 3D surfing video that immerses the viewer in the heart of the action. Narrated by professional surfer Ian Walsh, it gives us a realistic, slow-motion perspective of what it feels like to be inside the barrel of a wave and live a day in the life a pro surfer.

Interact with the video

Given the extraordinary setting of this video, the 360-degree perspective makes people want to watch it multiple times in order to see every detail and angle. And, by telling the story of someone who’s job places them in such unique positions, it does what all great advertisements should: make us forget we’re watching an advertisement.

Tell a fascinating first-person story using 360-degree virtual reality to engage an audience with your interactive video.

Alfredo Gonzalez

Alfredo Gonzalez

The world’s first lifestyle sock brand Alfredo Gonzalez created this interactive video as a demo and not as part of a campaign. However, it is still a great example of how interactive video can be used to gather customer data and teach viewers about your brand.

It uses a series of questions and images interposed between video clips to allow the audience to input various information about their personal style preferences and contact details.

Interact with the video

Knowing as much about your customers as possible is vital for any business strategy, but forcing surveys and questionnaires on them can be a nuisance. That’s why interactive video is such a great new tool for gathering data in a way that, when done right, can actually be fun.

Nicky Case – Interactive Video

Nicky Case - Interactive Video

Game developer Nicky Case makes animated interactive games and videos to educate people about complex issues in an easy to understand way.

This video is a basic 2D visualisation of how neural connections can lead to anxiety (Hebbian Learning) and how we can go about unlearning those connections (Anti-Hebbian Learning). By allowing the viewer to interact with individual neurons, they can get an idea of how the pathways are formed and unformed.

Interact with the video

Interactive video is a great tool for educating people of all ages on complex subjects, because, instead of turning them off with difficult-to-follow text, it gives them a simple visual representation they can play as if it were a game, actually making the experience enjoyable.

“Compared to static hotspots, sticky hotspots generate up to 9 times more engagement.”

LaCantina – Interactive Video

LaCantina - Interactive Video

Folding glass door manufacturer LaCantina created these interactive product demonstrations to show off their various doors for indoor/outdoor living in many different environments and from many different angles.

It allows viewers to choose a video based on individual features, such as configuration, glass, operation, etc., and each helps them to find the option best suited to their specific environment. As well as that, the audience can flick between different views of the same scene in order to get a thorough picture.

Interact with the video

This is a perfect example of how to demonstrate a customisable product with an interactive video. It breaks the many features into small, easily-digestible parts that go a long way towards driving sales.

IAB – Interactive Video

IAB - Interactive Video

Advertising organisation The Interactive Advertising Bureau made this interactive video to help explain the digital advertising ecosystem.

This is a great example of an interactive marketing video using basic 2D animation. It creates a simplified view of the marketplace with 6 rings, from ‘brand’ in the centre to ‘business intelligence’ on the outside, that the viewer can explore in their own time.

Interact with the video

If describing a complex system, it’s far more effective to break it up into its main components and explain each of them separately than trying to cram it all into 1 linear video. Interactive video is definitely the best way of achieving this.

Asos – Interactive Video

Asos - Interactive Video

British online fashion and cosmetic retailer Asos created this interactive YouTube video example back in 2014.

Featuring a track by the band Juce titled The Heat, it portrays Asos as a fun and fashionable brand and shows off their ranges by allowing the viewer to toggle between 5 different colour themes. If yellow is selected, for example, the entire scene, from clothes to instruments to props, changes to that colour.

Interact with the video

This is an excellent example of a creative interactive marketing video made to build a certain image around a company. It’s fun and it’s not forcing their product and service on the audience.

How could you build your brand’s image in an effortlessly fun way?

Special Broadcasting Service – Interactive Video

Special Broadcasting Service - Interactive Video

Australian multicultural and multilingual broadcaster SBS made this brilliant, multi-award-winning voice-activated animated interactive video titled ‘My Grandmother’s Lingo’.

It follows an Aboriginal woman, Angelina, fighting to save Marra, a dying language in remote Northern Australia. After the deaths of her grandparents, there are only 3 people left who can speak it and, with time running out, Angelica is determined to learn.

Interact with the video

With an estimated 1 language lost every 2 weeks and with 90% of Australian languages critically endangered, the message couldn’t be more poignant. Interacting through the computer microphone is just another creative example of how you can engage your audience.

Portugal. The Man. – Interactive Video

Portugal. The Man. - Interactive Video

Alaskan rock band Portugal. The Man created this politically charged interactive video for their Grammy Award-winning song Feel It Still.

It encourages viewers to click on pop-up hotspots inside the video that add ‘resistant tools’ to your toolkit. They include things like elect women, combat climate change, fund planned parenthood and understand your protest rights, all with links for further information.

Interact with the video

This is another good example, not only of how interactive video can be used for entertainment, but also how it can transform regular videos into something completely different.

In the digital world, there might be no more effective way of communicating your agenda than with interactive videos.


  • I hope this article has been a useful introduction to interactive video and maybe even got you thinking about creating your own.
  • While watching these 15 examples, are there any that speak to your video needs? Be sure to save them for future reference.
  • Remember that, as well as being unbelievable versatile, interactive video is proven to be more effective and engaging than almost any other online format, making it well worth the investment.
  • Please leave any questions or comments below. I’d be happy to reply to them!

If you would like to learn about explainer videos, another amazingly engaging video style, you can take a look at my definitive guide here.

If you would like to discuss an interactive video for your business, you can get in touch with our interactive videos company on 0208 891 2077.