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Consumers today are looking for content that’s engaging, strikes a deep connection, and elicits strong responses that make people want to take action. While videos are considered the top source of content for consumers, these days video content without any type of interactivity can be boring and ineffective.
On top of that, there’s no way of knowing if your viewers are paying attention, let alone comprehending the information you're presenting to them. That’s where interactive video steps in as an easy way to transform any existing content into engaging, meaningful experiences.
There are a variety of ways to engage with your audience, but interactive questions are a great way to check-in with your audience and receive immediate feedback. Asking your viewers to respond to a question within your video allows you to not only gather valuable feedback on each viewer but also understand how they’re interacting with your content.
Multiple-choice questions, specifically, gives you the opportunity to quickly and easily learn about your audience without asking too much of them.
1. Quick and easy to answer: Viewers are more likely to respond if they are able to offer an immediate answer. This will also ultimately lead to higher completion rates as viewers feel less pressure to answer. Asking the audience to provide longer form answers, like in a free response, may deter them from answering and potentially skipping the question altogether; however, a multiple-choice question gives them the ability to easily give their response, and still leaves you with valuable insights.
2. Create Branching Experiences: Offer users a number of options and select an ‘action’ that takes place upon answer selection. You could ask viewers what they’re interested in learning about, for instance, and send each one to a corresponding endpoint. Viewers who say “Engineering” may route to a video tailored to them. Users who answer “Science” may be taken to a website to sign up for the next conference, etc. This sort of “fork in the road” routing allows you to customize content to each individual viewer.
3. Ask more questions: Since the questions are much easier to answer, you’re able to ask more questions that allow you to get a deeper understanding of your audience. Most people assume that with multiple-choice the answers are superficial and don’t lead to a clear picture; however, by asking several quick-to-respond questions, you’re able to get the information you need without asking too much of your audience.
4. Simple to analyze, interpret and draw conclusions: With multiple-choice questions, you can easily sift through the responses to derive insights. Rather than having to read various long-form responses, you can generate insights by simply looking at trends within the response data.