Marketers are increasingly adopting interactive video as the tools necessary to create interactive videos mature and become more user-friendly.
Let's jump in and examine the performance, benefits, and challenges marketers face with interactive video through statistics!
How marketers view interactive video as a channel
20% of marketers are already using interactive video with another 12% beginning to use it.
15% are planning to use interactive video.
18% are aware of interactive video but don't use it and 10% of them aren't aware of it.
For 11% of marketers, interactive video is easy to create and deploy, and another 35% of them find it easy to create and deploy.
25% are neutral about the ease or difficulty of creating and deploying interactive video.
22% of marketers find interactive video difficult to create and deploy and another 3% find it very difficult.
68% of marketers feel like interactive video will become more important in the future.
In general, 62% of marketers are either satisfied or very satisfied with their interactive video content results, as opposed to 8% of marketers who are either dissatisfied or very dissatisfied.
88% of marketers say interactive content differentiates them from their competitors.
Benefits of using interactive video
Interactive video creates 66% more engagement and 44% longer viewing time.
Interactive videos are shared 29% more times and help create greater brand or product awareness by the same 29%.
Marketers who implement interactive videos see 25% better conversion rates, 18% more leads generated, 21% more web traffic, 11% more referrals, and 14% more sales.
Interactive content generates 4-5x more pageviews than static content.
The click-through rate is 10X higher than a passive video.
Interactive video provides 62% interaction rate for quizzes and 13.45% Interaction rate for chapters.
93% said interactive content is somewhat or very effective at educating the buyer, versus just 70% for static content.
43% of consumers prefer interactive video content over other types of video content because it gives them the ability to decide what information they want to view and when they want to view it.
Interactive video engagement, conversions, and ROI
On a scale from very poor to very well, 18% of marketers report that interactive video engages audiences very well and 52% of them report that it engages audiences well.
Only 1% of marketers report that interactive video engages audiences poorly and very poorly, respectively.
Interactive videos convert well or very well for 29% of marketers.
30% of marketers see conversions in line with the linear video figures.
Interestingly, 33% don't even know how well their interactive videos convert.
Only 8% of marketers report poor or very poor conversions for their interactive video content.
Conversions and ROI go hand in hand so the figures are very comparable.
28% of marketers report good or great ROI for their interactive video content while 30% of them feel neutral about the ROI performance of their interactive video content.
A large portion of 34% of marketers are having trouble measuring the ROI and don't know how well or poorly their interactive video content is performing.
8% measured their ROI and decided that it's poor or very poor.
The viewing completion rate increases by 36% compared with linear video.
Why marketers don't use interactive video more
33% of marketers don't use interactive video because they don't have the budget for it.
30% don't use interactive video because they don't have the skills and expertise to use it.
30% of marketers don't understand how interactive video even works.
25% aren't aware of the benefits of using interactive video.
For 24% of marketers, interactive video is not a big priority.
19% of marketers don't have the technology to use interactive video.
13% feel that implementing interactive video takes too much time.
6% of marketers can't get management support for implementing interactive video.
3% feel like they don't need interactive video as a marketing channel.
What are the biggest obstacles and challenges implementing interactive video
Interactive video takes more time to create than linear video and 52% of marketers list this fact as one of the biggest obstacles in implementing interactive video.
Interactive video is still relatively new and 51% of marketers aren't sure how to integrate it with other platforms and systems.
Another 32% of marketers wish that interactive video tools and platforms are more mature and easier to use.
The fact that interactive video isn't supported on some mobile devices is a deterrent for 42% of marketers.
Measuring ROI is important in everything marketers do but 27% of them aren't sure how to measure the interactive video ROI and 29% of marketers aren't even sure how to capture and report meaningful metrics.
Reaching audiences is at the forefront of any marketing activities and 29% of marketers fear that viewing public doesn't yet understand interactive video.
Costs and resources that they don't have are the main issues of implementing interactive video for up to 22% of marketers.
Interactive video marketing budgets
22% of marketers say that they have zero budget for interactive video.
Another 22% of marketers have interactive video budgets in the range of $10,000 or less.
12% of marketers are a bit more fortunate with budgets for interactive video ranging from $10,000 to $20,000.
Budgets from $20,000 to $150,000 are available to anywhere from 1% to 5% of marketers per bracket.
4% of marketers report that their interactive video budget is $150,000 or more.