Video stays a dominant power in shopper engagement, solidifying its position as a vital software for model storytelling. From short-form social clips to immersive long-form content material, video shapes how manufacturers join with audiences throughout generations.
Advertising surveys spotlight video’s rising affect, with platforms like TikTok inspiring 55% of customers to buy presents through the late 2024 vacation buying season. This development underscores the impact of video on shopping for choices. Its versatility permits manufacturers to tailor messaging for various audiences, making compelling content material — moderately than fleeting traits — the important thing to standing out year-round.
In line with Chris Roebuck, CEO and founding father of Clicktivated, video is among the many most generally consumed media globally. His firm pioneered efforts to efficiently monetize video for retail and journey, demonstrating its potential past passive viewing.
Regardless of the medium’s simplicity, Roebuck argues that video has traditionally been a passive expertise — extra look-but-don’t-touch than really partaking. As manufacturers navigate shifting expectations round engagement, measurability, and personalization, conventional metrics like views and completion charges are now not sufficient to drive actual worth.
“We’re starting to witness the evolution of video as we’ve historically identified it into an immersive, partaking, and measurable format and expertise. This transformation, additionally broadly often called shoppable or interactive video, will create huge alternatives [monetization, data, personalization, better overall experience] for all content material creators to maximise the impression of their story in 2025 and past,” Roebuck informed the E-Commerce Instances.
Entrepreneurs Should Embrace Interactive Video to Compete
Shoppable and interactive movies are now not only a development — they’re changing into important in in the present day’s hyper-connected world, Roebuck famous. Content material creators should produce movies that drive measurable outcomes and significant engagement to remain aggressive. Counting on outdated metrics like completion charges is now not sufficient to ascertain a model’s worth.
“Content material creators now have a definite alternative: leverage expertise for higher outcomes or slowly fade into irrelevance,” Roebuck stated.
He added that the numbers make an unquestionable case for extra video engagement. Take into account that 89% of companies already use video as a advertising and marketing software. Then issue within the success charge: 96% of video entrepreneurs report elevated model consciousness, and 99% say it enhances understanding of their services or products.
“Interactive movies, particularly, can obtain engagement charges as much as 300% greater than customary codecs. At Clicktivated, we see a median 500% improve,” he stated.
Shopper Demand for Interactive Video Adverts Is Rising
In line with Roebuck, 43% of customers choose interactive movies over conventional ones. The opposite 57% simply haven’t skilled one but, he quipped.
Roebuck famous that 81% of individuals need interactive content material from manufacturers, with Gen Z’s curiosity hovering to 94%. As demand rises, he predicted these numbers would proceed to develop, signaling a basic shift in video as a advertising and marketing format.
“Interactive media helps companies stand out and create personalised, partaking, measurable experiences. Interactive movies are reshaping how manufacturers join with their audiences, they usually present a transparent ROI,” he insisted.
Viewers-Centric Video Beats Pattern-Pushed Content material
Success is set by the viewers, not the platform. Whereas traits may provide a short-term increase, content material should meet the viewers’s must keep away from dropping customers’ belief and loyalty. Roebuck cautioned that every little thing is in danger.
We requested Chris Roebuck to share his experience on avoiding pricey errors when transitioning to the growing new position of shoppable and interactive movies.
E-Commerce Instances: How can manufacturers determine and deal with their viewers’s ache factors or aspirations by way of video content material?
Chris Roebuck: Use widespread sense, and don’t strive too arduous. For too lengthy, we’ve got seen manufacturers attempt to do an excessive amount of and transfer means too distant from the voice that received them there, which normally doesn’t work out all that properly!
Understanding your viewers comes all the way down to leveraging information and actionable insights to craft content material that resonates on a deeper stage.
What are the important thing parts to think about?
Roebuck: Video is a dynamic medium that thrives on personalization. The power to tailor campaigns to particular viewers wants makes all of the distinction.
For instance, shoppable video applied sciences like Clicktivated enable manufacturers to trace engagement patterns, revealing viewers’ pursuits and preferences. This helps manufacturers perceive their viewers and empowers them to deal with particular aspirations or challenges of their messaging straight.
Why is it essential for manufacturers to prioritize their viewers’s wants over platform-driven traits?
Roebuck: TikTok’s potential U.S. ban confirmed how non permanent platforms may be. By specializing in what your viewers values most, your content material will stay related and impactful, irrespective of how traits or platforms evolve. To not point out, it lets you construct differentiated experiences that suit your narrative.
How can manufacturers tailor video content material to mirror completely different generations’ distinctive values and preferences whereas sustaining a unified model voice?
Roebuck: Tailoring content material is an imperfect science. It usually begins with understanding what every era values most. As an example, Gen Z gravitates towards authenticity and humor, whereas child boomers reply to readability and practicality.
The problem is to adapt your tone, visuals, and message to align with these preferences whereas sustaining your core model id. Your model’s voice ought to act as the muse. What modifications is how that voice is expressed.
Spotlight your values to resonate with every era, and stability content material that meaningfully connects with various audiences whereas reinforcing a unified model picture.
When ought to manufacturers prioritize short-form movies for fast engagement, and what methods make them simplest?
Roebuck: For too lengthy, manufacturers have created movies to suit a format moderately than the story they’re making an attempt to inform. Brief-form movies are simplest when you might want to seize consideration instantly. Lengthy-form movies are perfect for telling a strong story and constructing a stronger viewers relationship with worthwhile, in-depth info.
Platforms like TikTok, Instagram, and YouTube Shorts have just lately positioned numerous emphasis on brief codecs. Whereas this isn’t at all times good for you, it permits them to create a brand new income path.
To make short-form movies stand out, concentrate on the primary few seconds or the “hook.” Make them visually dynamic and clear. Hold it easy, compelling, and to the purpose. The most effective technique is to remain genuine and concentrate on content material that appeals to the viewer’s feelings.
To combine these two types successfully, manufacturers ought to concentrate on shopper engagement and create varied items of short- and long-form content material to maximise impression.
What key storytelling parts assist video content material resonate with each Gen Z and child boomers with out dropping focus or effectiveness?
Roebuck: Discover common themes that bridge generational gaps, like humor, authenticity, and shared values reminiscent of belief. Whatever the era, nice storytelling depends on the basics of authenticity, worth supply, and relevance. The story ought to align with what every era values most.
Do particular video codecs or platforms carry out higher for multi-generational engagement?
Roebuck: All the time meet your viewers the place they’re. Create nice content material that feels pure and genuine. Nobody-size-fits-all format ensures success. Give attention to what resonates along with your viewers, not what platforms or traits let you know to do.