Can interactive be added at the very end of a campaign or should it be a part of the initial creative seed for the best overall experiences?
In our second instalment of Inside Interactive, we jump behind the scenes with WIREWAX Creative Director of WIREWAX’s Creative Solutions, Jen Mah, to delve into the importance of planning for an interactive shoot and how this forward-thinking helps to shape more powerful, engaging, and memorable full-scale campaigns.
Where should interactive start being considered when planning a shoot?
Best case scenario, we start working with the company before the video is even shot. Being involved from such an early stage allows us to assist with storyboarding, giving more guidance to what is being highlighted through the interaction and why the video should be interactive. Without this, sometimes it’s hard to distinguish between meaningful interactive content and interactivity for the sake of being interactive.
Having said that, we can of course work with video that’s already been shot as well. We even developed our custom Best Practices to help guide creators through to a point where we can get stuck in with their projects.
How does it affect the overall experience for the audience?
The process of creating a full-scale interactive video campaign involves layering content in a way that creates a memorable and valuable experience without being annoying or overwhelming in any way.
For this to be fine-tuned, it’s important to consider things like when a viewer clicks where do you want them to go or what action should happen, should the video autoplay and if so what is the best way to do this and make sure the viewer is still getting all the information they need to interact meaningfully.
This early planning means that nothing is lost in any stage of the build and the end piece is silky smooth.
What are some of the impacts of not planning ahead for interactive?
Without planning ahead, the video usually dictates the interactive experience rather than the other way around, which can restrict the overall experience and the technology that can be applied to the content.
This often leads to hotspots that are hard to catch or difficult to interact with, or deliver uninteresting overlay content.
A combination such as this can be lethal to the overall performance of the video, with some cases resulting in viewers being unaware that the video is interactive at all. Experiences like this translate to low interaction rates and a poor or forgettable experience.
What are the main considerations you need to keep in mind when planning for interactive in comparison to a normal shoot?
1. Guidance: Interactive video is still a new experience for a lot of viewers, so it’s important to remember that you need to nurture your audience into acting. Including a hotspot within the first few seconds is an example of a simple way to get your viewer up to speed with interactive capabilities of the video.
2. Timing: Just like in life, timing is everything. Ideally, we let shots run for at least 3 seconds to make sure the viewer has time to comfortably interact with the hotspot associated with a certain person or product.
3. Focus: Make sure you know what you want to be the main focus in every scene to avoid creating chaos with the number of hotspots.
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