I interview online video platform provider Veeple's CEO Scott Broomfield about his argument that businesses today need "video intelligence" – interactivity and engagement features directly within the video to make it intelligent enough for its audiences' needs and for business goals.
Scott argues that businesses involved with online video, or looking to get involved, need an online video platform (OVP) provider that gives them the ability to understand the metrics of those viewing online video, and the ability to test multiple iterations of those videos for optimization. This is how he defines his own proposed standard of "video intelligence.”
"Why would anyone, given the lean-in, dynamic power of the Internet, deploy an online video that isn't interactive?" queries Scott. "And why, if one did deploy an interactive online video, would one not extract all possible information out of the video and those viewing the video?”
Listen to the podcast and you'll hear more of me asking Scott why he thinks businesses today need intelligent video capabilities, more about what those features could be (and what he might argue, should be), and how they can be successful implementing it without being "intrusive" on the user experience.
Is In-Video Interactivity Crucial for Intelligence?
I think that it is fair to state that some level of interactivity can be achieved without in-video functionality. On-page data can be gathered and used to analyze some measure of a video's impact. For example, links around the web page where the video is being displayed. That being said, clearly in-video interactivity is desired. Scott would argue that in-video interactivity not only improves the user experience, but allows businesses to more effectively gather larger amounts of data and measure different types of engagement metrics.
A fair number of OVPs already do feature in-video interactivity, including multiple calls-to-action (and directions) in compact dimensions. That's something to consider especially if web-page space is of the essence and you're looking to make the video shareable with all of the interactive features intact.
Video Interactivity is not a Substitute for an SEO strategy!
In-video interactivity is a choice that business can decide for themselves on if they really need to best measure engagement and conversion rates, and its certainly worth looking into if you're considering an OVP provider. That being said, interactivity will only help once users discover your video. That is where video SEO can play a large role. If you're planning to do Video SEO, be sure to at least optimize the web page the video is appearing on (aka, the landing page), including the title tag, intro paragraph, header (H1 tag, H2 tag…), at least an condensed transcription (for body copy), and anchor text links as a table of contents (should your video have key points, or more than one topic).
For an a demo of Veeple's video interactivity features, check out this blog post, e-Learning with Interactive Video.