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Modern technologies are radically changing approaches to marketing and communication with the audience. In the context of the constant search for new ways to attract and retain customers, one of the most promising and noticeable innovations has become the interactive video format. These video materials, combining elements of entertainment and interaction, not only attract attention, but also actively involve viewers in the process of consuming content. But what exactly are interactive videos and why are they so successful in marketing strategies? What are interactive videos? Interactive videos can be defined as videos that provide viewers with the ability to interact with the content. This interaction can take many

forms, including clickable off page seo service elements, choice options, polls and voting, and gamification of multi-path stories. These videos break away from the traditional one-way communication and give viewers the chance to influence the outcome, which immerses them more deeply in what is happening on the screen. In this way, interactive videos combine elements of visual art with mechanics typical of video games, creating unique and memorable experiences. Why are interactive videos effective in marketing? 1. **Audience Engagement**: One of the most notable benefits of interactive videos is the significant



increase in viewer engagement. Data shows that users who engage in active actions while watching spend more time with the content. This leads to greater retention of information and increased brand awareness as viewers become active participants rather than mere observers. 2. **Personalized Experience**: Interactive videos have the ability to adapt to the interests and preferences of a specific audience. This opens up opportunities to create personalized content that better meets viewers’ needs and makes their experience more relevant. As a result, companies have the chance to increase

conversions and strengthen their position in the market. 3. **Increase Engagement**: Interactive elements such as surveys, quizzes or choice opportunities can be directly linked to the products or services that a brand offers. This creates invaluable opportunities to quickly gather data on customer preferences and behavior, which can then help improve offerings and marketing strategies. 4. **Enhanced Visual
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