How government agencies should leverage interactive videos

Ken Lim, Co Founder, Infini Videos, highlights the characteristics of videos that are popular with today’s consumers.

By Nayela Deeba
Dec. 5, 2016

Technology advancements have changed the realms of video viewing. While we now have easy access to internet and video platforms such as YouTube, our attention to detail has decreased significantly.  It is thus rather challenging to capture viewers' attention for long via videos, if not done correctly.

One way of countering this is by using interactive videos, Ken Lim, Co-Founder, Infini Videos said at the recent GCIO Forum 2016. Infini Videos is a start-up in Singapore that hosts videos with bite-sized content and interactive 'branching' stories. 'Branching stories' allow users to alter the graphics or story in the video by changing the time, location, clicks, swipes, Lim explained.

He added:  "There are many features in interactive videos - such as real-time switching, v-commerce, 360 videos, augmented reality (AR) - but we chose to focus on branching stories because of the benefits. They reward the viewer an immediate response to their choice. [At the same time,] we get insights into the path the viewer takes, on the way to conversion or dropout" Lim explained.

He went on to share some insights on consumers' video viewing habits.

According to Ooyala, 42 percent of the viewers aged 15 to 34 years old prefer watching short videos that span less than five minutes. Most consumers also prefer viewing such short videos over their smartphones.

Besides that, a Nielsen survey found that 57 percent of users are multi-tasking between their TV and smartphones.

Lim also said that Singaporeans were mostly interested in the "News" category on its site - it receives 68 percent of all clicks. This is followed by the 'Law, Government, Politics' category which is clicked on by 64 percent of people clicking in a marketing campaign.

These findings suggest that government agencies should put out interactive videos that can be updated with current affairs instead of linear videos as the former can "greatly boost engagement" with the viewers, said Lim.

However, such videos should be mobile-friendly, as well as contain concise and relevant content. They also shouldn't create a user activity that requires high concentration, but must deliver engagement.

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