Interactive Video


Interactive Video Guide: What Is It?, Types, Benefits

Author profile image
Team Storyly
May 28, 2024
0 min read

Understanding Interactive Video

Interactive video is a form of digital content that allows viewers to actively engage with the video through clickable areas, quizzes, and choices that influence the video's outcome. Unlike traditional videos, interactive videos provide a personalized and immersive experience, enabling viewers to participate, make decisions, and directly interact with the content. 

This enhanced engagement leads to better retention of information, higher conversion rates in marketing, and more effective learning outcomes in educational contexts. Interactive videos are created using specialized tools and platforms that incorporate various interactive elements seamlessly into the video content.

Types of Interactive Videos

Quizzes and Assessments

Interactive videos that test viewers' knowledge or gather feedback through embedded quizzes and assessments.

Branching Scenarios

Videos that let viewers make choices that influence the storyline, creating multiple paths and outcomes.

Shoppable Videos

Videos where viewers can click on products featured in the video to learn more and make purchases directly.

Educational Videos

Interactive elements such as clickable information, quizzes, and activities to enhance learning and engagement.

Interactive Storytelling

Narrative videos where the viewer's decisions drive the plot, offering a personalized storytelling experience.

Training and Onboarding Videos

Interactive content designed for employee training and onboarding, featuring scenarios, quizzes, and feedback loops.

Interactive Advertisements

Ads that engage viewers through clickable elements, polls, and product exploration, driving higher engagement and conversions.

Live Interactive Videos

Live broadcasts that allow viewers to interact in real-time through comments, polls, and Q&A sessions, enhancing engagement.

Gamified Videos

Videos that incorporate game-like elements such as points, rewards, and challenges to increase viewer interaction and retention.

Personalized Videos

Videos that use viewer data to tailor content, providing a customized and relevant experience based on individual preferences and behavior.

Benefits of Interactive Video

Interactive videos offer numerous advantages, including increased viewer engagement, improved knowledge retention, enhanced user experience, higher conversion rates, and valuable data insights.

Enhanced Engagement

Interactive videos keep viewers engaged longer by allowing them to actively participate in the content, making the experience more immersive and enjoyable.

Personalized Experience

By enabling viewers to make choices and interact with the video, interactive videos can tailor the content to individual preferences, creating a more personalized viewing experience.

Data Collection

Interactive videos can gather valuable insights on viewer behavior and preferences through their interactions, providing data that can be used to improve content strategy and marketing efforts.

Improved Learning Outcomes

In educational contexts, interactive videos enhance retention and understanding by engaging learners with interactive elements that reinforce the material.

Higher Conversion Rates

Interactive elements, such as clickable product links in shoppable videos, can lead to increased viewer interaction and higher conversion rates, making them effective tools for marketing campaigns.

Interactive Video vs. Linear Video

Interactive video allows viewers to engage with content through clickable elements and choices that influence the outcome, while linear video follows a fixed, non-interactive sequence from start to finish.

Interactive Video:

  • Engagement: Viewers can interact with the content through clickable elements, quizzes, and choices.
  • Personalization: Offers a personalized experience where users can influence the storyline or access tailored information.
  • Data Collection: Captures detailed insights on viewer behavior and preferences.
  • Usage: Ideal for e-learning, marketing campaigns, and storytelling where user engagement is crucial.
  • Examples: Shoppable videos, branching scenarios, interactive quizzes.

Linear Video:

  • Engagement: Viewers passively watch the content from start to finish without interaction.
  • Personalization: Same content for all viewers, no personalized interaction.
  • Data Collection: Limited to basic metrics like view counts and watch time.
  • Usage: Suitable for traditional TV, movies, and standard online video content.
  • Examples: TV shows, films, standard YouTube videos.

Key Differences:

  1. Interactivity: Interactive videos engage viewers through active participation, while linear videos are passive.
  2. Viewer Control: Interactive videos allow viewers to make choices and affect the content, whereas linear videos follow a fixed narrative.
  3. Data Insights: Interactive videos provide more granular data on viewer interactions, aiding in better analytics and personalization.
  4. Purpose and Effectiveness: Interactive videos are more effective for engaging audiences in marketing and educational content, while linear videos are better suited for traditional entertainment and information dissemination.

Creating Successful Interactive Videos

Planning and Strategy

Begin with a clear objective for your interactive video. Understand your target audience and define the goals you want to achieve, such as increased engagement, education, or conversion. Develop a storyboard that maps out the interactive elements and ensures a logical flow of the video.

Choosing the Right Tools

Select the right tools and platforms for creating interactive videos. Popular options include Storyly, H5P, Vidyard, and Adobe Captivate. Ensure the tool you choose supports the interactive features you need, such as clickable areas, branching scenarios, and data collection.

Content Development

Create high-quality content that resonates with your audience. Keep the script concise and engaging. Ensure visuals are appealing and support the interactive elements. Use professional audio and video production techniques to maintain a polished look.

Incorporating Interactive Elements

Embed interactive features like quizzes, clickable areas, and decision points thoughtfully. Make sure these elements enhance the viewer's experience and contribute to the video's objectives. Keep interactions simple and intuitive to avoid overwhelming viewers.

Testing and Feedback

Test the interactive video extensively to identify and fix any issues. Gather feedback from a small group of users to ensure the interactive elements are working as intended and the content is engaging. Use this feedback to make necessary adjustments.

Data Integration and Analysis

Integrate data collection tools to gather insights on viewer interactions. Analyze this data to understand viewer behavior, preferences, and engagement levels. Use these insights to improve future interactive videos and optimize content strategies.

Promotion and Distribution

Promote your interactive video through various channels such as social media, email marketing, and your website. Ensure the video is easily accessible on multiple devices and platforms. Use targeted campaigns to reach your intended audience effectively.

Continuous Improvement

Monitor the performance of your interactive video and continuously seek ways to improve. Keep up with the latest trends and technologies in interactive video to enhance future projects. Regularly update your content to keep it fresh and relevant.


Interactive video represents a significant evolution in digital content, transforming passive viewing experiences into dynamic, engaging interactions. By allowing viewers to actively participate, make decisions, and directly engage with the content, interactive videos enhance user engagement, provide personalized experiences, and offer valuable data insights. Whether used in marketing, education, training, or entertainment, interactive videos create more memorable and effective experiences compared to traditional linear videos.

To create successful interactive videos, it's crucial to have a clear strategy, choose the right tools, develop high-quality content, thoughtfully incorporate interactive elements, and continuously test and refine your approach. With careful planning and execution, interactive videos can significantly improve engagement, learning outcomes, and conversion rates, making them a powerful tool in your digital content arsenal.

As the landscape of digital content continues to evolve, embracing interactive video can set your brand apart, offering unique and immersive experiences that resonate with your audience. Stay ahead of the curve by leveraging the full potential of interactive videos to captivate, educate, and convert your viewers.


Team Storyly

Group of experts from Storyly's team who writes about their proficiency.