Interactive videos let consumers engage with video content directly. Viewers can respond to questions, access additional context, or explore products without ever leaving the video.
Publishing these videos lets you engage with potential customers in a format they like. According to the 2025 State of Video Technology Report from Idomoo, 77% of consumers say they’re interested in interactive content from brands. Gen Z and millennials are particularly likely to want this content, according to the report.
Ahead, learn more about different types of interactive videos, and discover tools for making interactive video content yourself.
What are interactive videos?
Interactive videos invite viewers to engage directly, allowing them to click on interactive features such as product previews and quizzes. These features can provide additional information, introduce a shopping opportunity, or give viewers the option to change the course of the video.
To make interactive videos, creators start with standard video footage. They then use a specialized platform such as Vimeo or HP5 and incorporate clickable elements into the editing process via new data layers.
Types of interactive videos
- Shoppable videos
- Branching logic or choose-your-own-path videos
- Quizzes and polls
- Informational videos
Depending on the format you choose, interactive videos can encourage sales, educate audiences, or create deep engagement opportunities. Here are the most common types to explore:
Shoppable videos
Shoppable videos include embedded product links. Viewers can click on featured items, review basic information, and add products to their shopping cart without leaving the video. This experience streamlines the shopping experience by allowing viewers to take action as soon as a product in the video sparks their interest.
Branching logic or choose-your-own-path videos
Branching logic videos create a personalized viewing experience. Interactive elements appear at specific points in the video. They provide several options and ask the viewer to choose how they’d like to continue.
After making a selection, viewers see video clips or informational blurbs tailored to their response. Potential use cases for ecommerce businesses include providing tailored product recommendations or walking consumers through an onboarding process.
Quizzes and polls
Businesses use polls and surveys to collect customer data, often in the form of multiple-choice questions. Interactive quiz videos use multiple-choice or fill-in-the-blank questions to test the viewer’s knowledge. Quizzes appear at pre-specified points in the videos, with questions typically related to that portion of the video.
Similar to branching logic videos, viewers may see a custom message, such as an explanation of the correct answer, after they input their response. This format is a popular choice for employee training videos and other educational materials.
Interspersing learning material with quizzes can help keep learners engaged, according to a study in the scientific journal Cognitive Research: Principles and Implications. Another study in the same journal found that quizzes can improve information retention.
Informational videos
Interactive informational videos use clickable elements to add additional context to specific points in a video. Editors may choose to add interactive opportunities to entire frames or to elements within a frame. In a product demonstration video, for example, clickable pop-ups could appear over a key feature or during a specific step to expand out information for those who need it or keep it minimized for those who don’t.
Tools to create interactive videos
The best interactive video platform for you depends on your budget and the type of content you want to create:
Vimeo
Vimeo’s video creation tool has a drag-and-drop interface for editing without extensive experience. The editor includes preset options for adding multiple-choice questions, branching paths, and shoppable elements.
Creators upload their base footage and decide how to display videos. Plans include access to Vimeo’s Shopify-compatible media player. Once you upload them to the platform, you can display your videos anywhere on your ecommerce website.
Pricing: Vimeo offers three standard pricing packages, ranging from $12 to $75 per month, with enterprise pricing upon request. The basic tier includes one user profile.
Firework
Firework is an ecommerce-focused video platform that helps business owners turn short-form social videos into shoppable content and embed videos on their websites. Firework syncs with social media platforms like TikTok and YouTube so that you can import user-generated content (UGC) and add clickable elements to existing videos. Interactive options include shoppable videos, polls, and multiple-choice quiz questions.
Firework offers multiple layouts, such as video galleries and grids, for featuring videos on your website. Templates are optimized for display on both mobile and desktop devices. This platform also supports shoppable livestreaming. It’s fully Shopify compatible, and videos can sync to the Shop app for product discovery. Firework also includes AI features such as video generation and an AI assistant.
Pricing: Firework offers small business and enterprise pricing tiers. Contact a representative for pricing details.
Eko
Eko specializes in product videos. The program turns static images into videos that AI tools can parse. Plans provide access to Eko’s AI-powered content creation studio, which lets creators make video assets like product walk-throughs and asset management tools for adding interactive elements to Eko-created or imported video footage. Eko supports branching and informational interactive content and is fully Shopify compatible.
Pricing: Eko offers custom pricing plans. Connect with a representative for information.
H5P
H5P is a free, open-source tool for creating interactive content directly in your browser. This platform lets creators add interactive elements on top of videos. It supports multiple-choice questions, fill-in-the-blank questions, branching logic questions, links, and more. H5P is easy to use, making it a good option for educators looking to add interactive content to learning materials.
Pricing: Free
Social media platforms
YouTube, TikTok, Facebook, and Instagram let creators and businesses add clickable tag products to videos. Viewers click these tags to start a shopping journey.
Shopify has integrations with these social media sites. These integrations allow business owners to create shoppable content and sync their catalogs for in-app shopping, among other features. For example, the YouTube Shopping integration lets business owners tag products in videos and set up an in-app store that allows shoppers to buy products without leaving YouTube.
Some content formats, like Instagram Reels and YouTube Shorts, also allow users to make videos interactive through stickers. Interactive stickers include polls and questions with spaces for viewers to write in answers.
Pricing: Free
Tips for creating your own interactive videos
The best interactive videos are engaging, user-friendly, and genuinely useful. Focusing on the viewer’s experience and what you hope to achieve can help your team create the most impactful content. Keep these considerations in mind:
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Establish goals for your content. Whether your goal is sales or employee training, prioritize adding elements that support the main goal. Trying to achieve too many things with one video could overwhelm the viewer.
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Consider the viewer’s POV. Ask yourself what your target audience might need and consider how you can use interactive elements to guide them through their customer journey. If they’re at the beginning of their journey, for example, use interactive pop-ups to tell your brand story in an engaging way. Post-purchase, use interactive tools to gather feedback and reviews.
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Offer meaningful interactions. Use interactive elements sparingly, and focus on adding real value. Adding a feature to every frame could make your video feel distracting or overwhelming. Identify moments in your video where viewers might have questions or may benefit from additional information.
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Guide viewers through interactive elements. Highlight interactive elements with visual cues or short on-screen prompts. Simple markers like bullet points help viewers understand that they can click directly on the screen. Consider providing brief instructions to explain how to interact with quiz or branching logic videos.
Interactive videos FAQ
How do interactive videos work?
Interactive videos use clickable elements like product links, fill-in-the-blank questions, or multiple choice questions to turn passive viewers into active participants. They allow viewers to engage directly with video content as it plays.
Are interactive videos effective for ecommerce?
Interactive videos can provide consumer education, cultivate engagement, and encourage viewers to take the next step in your desired customer journey. Including interactive elements like product links or lead capture forms can help keep viewers moving through the sales funnel.
Can interactive videos increase conversions?
Interactivevideo is still a relatively new format. A 2025 market report conducted by videomarketingcompany Idomoo suggests that consumers are 58% more likely to buy from brands that use advanced video technology, such as interactive video content.
