Dynamic content in an interactive video ecosystem indicates a transition to flexible and personalized experiences, unlike static media, the content is delivered through branching paths or sectioned, allowing viewers to customize their personal journey through their choice of CTAs, surveys, or different story paths.
For instance, in a demo for an online store, a viewer will click on hotspots to learn about a product or see recommendations for similar products. In a recruitment video, jobseekers are provided choices, either roles or stories more closely aligned with the individual, so the viewers' experience brings greater relevance to an employer brand.
Marketers can design branching content in order to carry through a viewer's choices by providing offers, pausing events, or CTAs the CTAs respond meaningfully to viewer input. Experiential video creates relevance and engagement by aligning choice with viewer interest rather than the predetermined static flow.
The outcome is higher engagement, improved retention, and greater directed journeys for a viewer in terms of improving campaign objectives. Analytics around which branch decisions were made allow teams to optimize outreach toward conversion, audience retention, and ROI.
Dynamic Content combines adaptability and storytelling, while ensuring that each video is not just consumed but actively shaped by a viewer's choices.