Research shows that today's viewers get distracted easily, don't watch videos for long, and often do multiple things at once. Some blame the viewers for this, but the real problem is that most videos follow the same old patterns.
People aren't less able to focus - they're just tired of seeing the same kinds of stories told in the same ways.
Why People Look Away
Studies from several universities prove that people rarely watch traditional videos without checking their phones or opening new browser tabs. This isn't because they can't concentrate - it's because the videos don't hold their interest.
Dr. Katy Tam at Toronto University said, “We feel bored when there’s a gap between how engaged we are and how engaged we want to be. When people keep switching through videos, they become less engaged with the videos, and they are looking for something more interesting. This can lead to increased feelings of boredom.” (Link)
Another study explains, "When viewers stop watching, it usually means the content isn't giving them what they want," explains Dr. Sarah Reynolds, who studies digital media. "People make quick decisions about whether something is worth their time."
How to Capture User’s Attention
In today’s digital world, where short-form content has reduced the attention span of the user to less than 5 seconds, it becomes difficult to grab the user's attention on long-form linear videos. However, with the advancement in video technology, a solution lies in the form of ‘Interactive Videos’.
Interactive videos not only capture user attention by inviting the user to interact with the content but also help in retention & satisfaction. Users can interact by clicking hotspots, making choices, and playing quizzes while watching the video.
This also makes the conversation two-way and action-driven. Let’s understand it with a simple example of social media. Short-form videos that get more engagement- likes, comments, shares are likely to go viral and be remembered by people who interacted with them.
A study by the University of Michigan found that participants who engaged with interactive educational video showed 14.4% more knowledge retention than those who watched a traditional video. (Link) An interactive video has also been shown to get 80% higher engagement rates than a traditional video.
KappaX- Pioneering Interactive Video Solutions
At KappaX, we understand the problems brands face in getting users’ attention nowadays. Here, we provide interactive video solutions that can convert your traditional videos into an engaging interactive experience that your audience will remember.
We have proven to deliver exceptional KPIs in various sectors of business. Here is a glance of the results:
- 7X higher purchase intent
- 50% faster lead conversion
- 60% better brand recall
- 3X longer engagement times
Here are some of the most effective formats that you can choose based on your goals, industry, and audience:
- Branching Videos
- Shoppable Videos
- Interactive Calculators
- Quizzes & Polls
- Training & Onboarding Videos
- Personalized Videos
- Gamified Experience
- Educational Videos & Lead Generation
Follow this link to learn how you can create an interactive video experience for yourself with KappaX!
