When we talk about interactive video, perhaps the first thing that comes to mind is the “Bandersnatch” episode from Black Mirror, especially considering the popularity that the Netflix production has achieved, becoming a benchmark for innovation in this segment.

The episode includes several moments of viewer interaction, which can lead up to five different endings.

Despite being considered a recent technology, interactive content is not new, and there has always been an interest in improving this interaction in different spaces.

Interactivity was widely used on TV in game shows and reality shows. But, as expected, the internet raised the level of interaction. 

For those who want to keep up-to-date and are concerned with constantly innovating their marketing strategy, it is important to be alert to these new possibilities of video marketing.

To help you on this mission, this post will go over:

What is an interactive video?

Who doesn’t like to have control in their own hands, right? Communication-related vehicles have always sought to provide greater interaction with the public — and interactive video has come to add to this story.

But, after all, what are interactive videos?

In a very simplistic way, we can define them as digital videos that support user interaction. It may seem like a pretty obvious definition — and it is.

If we think in terms of a comparison with its predecessor, linear video, we can see this evolution better.

Let’s think about the differences with linear videos in a practical way: until then, the viewer could pause, play, speed up, and jump to another point in the video.

That was as much influence as you could have on the video. However, if it is interactive, this leap is gigantic, and the user — previously just a spectator — can define the direction, the next scenes, the continuity, and the content’s outcome.

That is, they cease to be a mere consumer to become, in a way, a co-producer of the material they are interacting with. 

What are the benefits of using interactive video?

That interactive videos are on the rise, everyone is noticing. There is also a consensus that they are fundamental elements in any marketing strategy committed to innovation.

What not everyone really understands clearly is the actual benefits that this type of content can bring about. 

We will list the main ones below. Check it out!

Simplifying the message

Is bringing your message to your audience, in a more understandable way, important to you?

The audiovisual world has been standing out for some time as the most comprehensive way of presenting concepts, allowing the interlocutor to use the most diverse sound and image resources that can assist in the understanding of the receiver.

Interactive video adds an even more powerful tool to all this: interacting with the content.

One thing that often gets overlooked is the way interactive video can break down barriers for audiences who might otherwise tune out. Maybe it’s the quiet choose-your-own-adventure prompt or a strategically placed clickable hotspot, but suddenly, someone who’s usually a passive observer is leaned in and making choices. That’s the spark that shifts a flat presentation into something people actually remember—because they helped steer it, even just a little. Not all viewers want the same depth, so this flexibility makes the message stickier in a very practical sense. I’d argue that’s half the battle in any crowded digital space.

Of course, not every interactive video needs to be wildly complex to be effective. Sometimes, just giving people a small choice—like picking which product demo to watch first, or which storyline to follow—can make all the difference. The tech has gotten easier too, so there’s less of a barrier for smaller teams or creators who want to dip their toes in. If you’ve ever watched a shoppable video and thought, “Wait, I actually enjoyed clicking around here,” that’s the kind of light touch that can boost understanding without wearing viewers out.

What’s strange is how quickly people have started expecting this kind of agency. A few years ago, the mere idea of clicking on a video to influence it was a novelty. Now, it’s closer to a baseline—especially for anyone under forty. There’s a lesson in that impatience: once users realize they can control the message, they’re just not willing to slog through five minutes of passive content anymore. It’s a bit of a creative pressure cooker (in a good way), pushing brands to cut fluff and respect their audience’s desire for relevance, not just entertainment.

Increasing engagement

Speaking of grabbing attention, the Digital Video and The Connected Consumer report, revealed that 87% of consumers use more than one electronic device simultaneously, which makes the dispute for the audience even more intense.

And it gets even fiercer when it comes to engagement.

The word interaction already sums up the differential that interactive video can bring about when it comes to engagement with the public.

Lately, I’ve noticed how even brands that aren’t “techy” by nature are experimenting with these interactive layers. Think about restaurants with embedded video menus you tap through, or educational platforms making lessons more like games. The push isn’t just for flash—it’s because engagement metrics actually show a notable uptick when users can click, vote, or drag things around. Folks like being asked for their input and, maybe more importantly, for it to count toward something real (even if it’s just the ending of an ad). It won’t turn every consumer into a loyalist, sure, but it can snatch a little extra attention, which is honestly gold in 2025.

Optimizing experiences

Much has been discussed about customer experience within company processes. 

Every day, more and more people understand the value of delivering a truly enjoyable experience, from start to the end, to their target audience.

Also, in this sense, surveys, with a focus on better understanding the public and their needs, are increasingly frequent.

Interactive videos also assist in this mission, given that they give consumers a more natural and direct opportunity to “personalize” the content according to their preferences.

The results of this interaction can also assist in new ideas for improving this experience as a whole, which brings us to the next point.

Improving data and metrics

Since consumer interaction is a demonstration of their preferences, the compilation of this data can become a good metric for understanding your audience, as well as helping to offer them content that is increasingly aligned with their needs and desires.

This kind of information doesn’t only apply to the production of new interactive videos, but also the elaboration of content as a whole.

Increasing brand popularity

It is not enough to always be on the lookout for innovations; you need to actually participate in them. 

In general, the public sees value when a company engages in modern activities. And then people tend to pay more attention to it, even “seeing it in a new light” in some cases.

They start to expect something new from that brand, which keeps consumers attentive to the publications and pronouncements. 

In a way, this yearning also drives engagement when it’s satisfying.

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