Last updated on 22nd February 2022
As interactive video continues to grow in popularity amongst both brands and consumers, many companies are exploring how to add it into their marketing mix.
And it makes sense; viewers watch interactive video ads 47% longer than linear video ads, giving you much more bang for your buck than traditional, static videos.
The best part: you don’t have to be a video production pro to make your videos interactive. There are several online tools you can use to add interactive elements to your videos.
We took the time to review 12 of the most popular interactive video platforms so you don’t have to.
What is interactive video and how can you use it?
First, let’s quickly outline what interactive video is and how you can use it. Put simply, it’s a more engaging type of video media where viewers can click on and interact with content directly within the video itself. The most popular interactive features include hotspots, cards, multi-screen viewing, 360-degree viewing and branching.
These videos come with a lot of benefits; mainly, they give the viewer the ability to customise the video content they see for a highly personalised experience. This choose-your-own-adventure style approach uses gamification techniques to make video watching more fun and highly dynamic for viewers.
When brands decide to add interactive videos to their video marketing strategies, they usually choose between two different routes:
Option 1: DIY videos using interactive video software
If you’re looking to create your videos in-house, you can choose from several different video software tools to add interactive elements to your videos. These platforms allow you to manipulate your existing video content to add features like branching, hotspots, shopability and more.
Option 2: Hiring an experienced interactive video agency
Learning how to use interactive video software can become a full-time job. That’s why many companies choose to partner with an agency that can manage the process for them. Luckily, there are several high-quality video agencies who can translate your visions into realities. If you decide to go down that route, read our blog post, “How to Choose an Interactive Video Company,” for tips on finding and selecting the right partner for you.
If you decide you want to explore a DIY approach, we’ve made it easier for you by reviewing 12 popular interactive video platforms. Each comes with a different set of features and functionalities at different price points. Read below to see if one of these options is right for you.
12 of the best interactive video software companies
Wirewax – acquired in late 2021 by Vimeo – is a tool that allows you to use hotspots, branching, camera switching, 360-degree experiences, slider views and more in your videos.
As you can see, the biggest benefit of Wirewax is its broad capabilities; Wirewax covers nearly every type of interactive video functionality being used today.
The company offers a range of packages for different customers, who can choose the right one for their specific needs.
Rapt is a holistic cloud-based tool that allows you to easily create, embed and analyse interactive videos. Their editor, Composer, uses simple drag-and-drop actions to add clickable elements and branches to your videos. Then you can embed your videos almost anywhere you can put HTML, including your website, blog or app.
Finally, use Rapt’s robust analytics dashboard to track and improve your videos over time. Rapt work through partner companies so you’ll need to find the most suitable partner for your needs and contact them.
Adventr is an easy-to-use tool that allows you to drag-and-drop video clips to create branching effects. It’s an open platform, which means you can easily post your videos to social media platforms, web pages, ad networks and more. It also comes with a built-in analytics feature that tracks your viewing metrics across all the sites where your video is hosted.
Adventr has four packages, starting with a very limited free version, moving all the way up to an enterprise package for companies that need a more robust solution.
HapYak is a video SaaS platform that allows you to layer interactivity onto your video. With HapYak, you can add links, e-commerce functionality, quizzes, slide show presentations and more to your videos. The biggest key differentiator HapYak touts is their built-in analytics tool. The platform uses an API to connect viewer clicks and behaviours with popular marketing and CRM tools, helping you track your video metrics from a bird’s-eye perspective.
In late 2021, video technology company Brightcove announced its acquisition of HapYak. Speaking of the acquisition, Kyle Morton, founder of HapYak, said: “We believe Brightcove will further ensure [our customers] receive superior technology and support experience.”
Verse is a well-rounded interactive video editing tool that allows you to add hotspots, branching, chapters, slideshows and even Q&A features to your videos. It also comes with a built-in analytics tool so you can track views and in-video interactions.
Verse has a subscription service that costs $100 per month for personal use, $1,000 a month for professionals, and an enterprise package with custom pricing.
Smartzer is an e-commerce-focused platform, allowing businesses to create interactive shoppable videos. It’s pretty straightforward to use: upload your video, add clickable hotspots, and customise the video player to match your branding. You can then measure performance through the accompanying analytics dashboard. Impressively, the Smartzer platform even lets you transform your livestreams, which is a feature not many (if any) competitors can boast about having.
Pricing is subscription based, though the amount depends on your required features and usage levels, so you’ll need to get in touch with Smartzer for an exact figure.
Spott is another platform that makes it easy to add interactive functionality to videos – in fact, its simple and intuitive user interface is one of its biggest appeals. As well as turning videos interactive, Spott can transform images and product catalogues too, so it’s ideal for marketers looking for an all-round solution.
There are four plans to choose from – there’s a basic free account with limited features, and at the top end is the $825-per-month Corporate account, which can be had for $590 per month if you pay annually. We think it’s worth giving Spott’s free account a try first.
Eko, a shoppable video platform, has a product called Eko Studio through which users can create branching video experiences that empower customised, user-driven stories.
While the platform has a very intuitive user experience to create branches, if you’re looking for a tool that can create multiple kinds of interactivity, this may not be the right one for you.
On a more positive note, Eko is completely free to use.
HiHaHo excels at offering users a range of interaction types. Seriously, it’s an impressive list, including things like hotspots, images, forms and ratings. You can add questions during your video to quiz your audience throughout their viewing experience.
HiHaHo also allows you to create an in-video menu that links to your website and other URLs. Pricing is on a ‘per video’ basis, with each video costing €97 – you can then add extras like white label branding for an additional cost.
Mindstamp says that it’s the “simplest and most powerful interactive video solution available”. A bold claim for sure, but one that’s backed up by almost universally positive user reviews. Simply upload a video or use an existing one hosted on another site, add an interactive function (buttons, hotspots, questions etc) and integrate with your marketing automation tool of choice.
Monthly plans range from $19-499, though you can save 15% on these prices by purchasing an annual plan. There’s also a handy free trial allowing you to try before you buy.
Engajer is a tool where you can create interactive video content, distribute it and measure audience engagement. Engajer was built to be a branching platform, so while it allows users to easily create choose-your-own-adventure style videos, it doesn’t have any additional interactive functionalities. You can, however, integrate Engajer with several CRMs.
For only a few users, you can access Engajer for either $49 or $150 per month, depending on your needs. For enterprise plan pricing, you should contact Engajer directly.
Wootag is a self-service video tool optimised for e-commerce conversions. It empowers your users to click on and buy products within your video, and tracks those clicks and conversions in their accompanying analytics tool. You can also add user polls to get custom feedback directly in your videos.
Wootag has several different plans; you can create 5 interactive videos for free, purchase the ‘business’ plan for $99 per month, or go for the Enterprise plan which has customised pricing.
How to get started with interactive video
If you’re ready to dabble in the world of interactive video marketing, you’re not alone. 17% of marketers plan to give it a try this year. As you’re determining the best way to integrate interactive video into your marketing strategy, consider your two options:
1. Use dedicated software: You can try interactive video with a DIY approach and learn to use existing software like the ones listed above. While some brands choose this option, you should be prepared to spend a lot of time learning to use the platform you choose.
2. Hire an interactive video agency: If you’re already strapped for time and wearing too many hats, you should consider hiring an experienced agency to produce your videos. With this option, you skip the hassle of learning complex software yourself, and can have peace of mind knowing your project is in the hands of seasoned experts.
Regardless of the route you choose to take, we’ve prepared some additional resources to help you learn more about interactive video. Check out The 8 Best Interactive Videos of All Time blog post and our Interactive Video info page.