ARE INTERACTIVE VIDEOS MORE SOCIAL?
Today’s blog post focuses on the increasing trend towards interactive videos whereby you, the viewer, are the director. The share-ability of online video, or virals, makes the medium incredibly powerful. But does the interactivity of specific videos make them more social?
This week, the Red Hot Chili Peppers released an interactive version of the music video for their single ‘Look Around’, where viewers can literally look around the room as the band plays. Using your keyboard or mouse you can move between four different rooms, zoom in and out, and also click on hidden photos and videos. Have a ‘look around’ below:
To view the interactive version on the official site, click here.
Fox TV has also jumped on this creative idea, releasing an interactive music video for ‘Hey Girl’ - the theme song of their hit TV show, New Girl. Performed by Zooey Deschanel, and starring the entire cast of the series, viewers can decide how the house party develops.
There are over 900 variations of this video. In addition, viewers can share their directorial masterpieces on social media networks.
To play the interactive version, click here.
Since its launch three days ago, the New Girl video has been very popular across all social media platforms:
- Twitter: 3,000 tweets
- Facebook: 7,000 likes
- Google+: 200 recommendations
- YouTube: 13,000 views
As a result of the digital generation, we have moved from next day conversations about TV series and branded content (i.e. the water cooler moment), to real-time conversations on social platforms (i.e. the virtual water cooler moment).
There has been a shift from ‘must-see TV to must-tweet TV’.
Now, real-time conversations are an essential part of entertainment, and so brands, media companies and record companies must include social media platforms in order to drive sales and boost ratings – but it has to be done creatively in order to differentiate themselves from their competitors. The interactive video is a fantastic way to do this.
This innovation is a great way to engage and interact with the audiences, and to generate conversation beyond the screen. It is the personalisation of mass-marketing and it is this that ensures a video becomes social.
But what do you think?
1 Add your comment:
The most shared 'things' are simple and available to everyone.
Interactivity tries too hard. It's cool but it's prone to breaking down the meaning because of the technical differences in computers, browsers and connections.
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