Video’s Growing Role in Customer Engagement

Video remains a dominant force in consumer engagement, solidifying its role as an essential tool for brand storytelling. From short-form social clips to immersive long-form content, video shapes how brands connect with audiences across generations.

Marketing surveys highlight video’s growing influence, with platforms like TikTok inspiring 55% of consumers to purchase gifts during the late 2024 holiday shopping season. This trend underscores the effect of video on buying decisions. Its versatility allows brands to tailor messaging for different audiences, making compelling content — rather than fleeting trends — the key to standing out year-round.

According to Chris Roebuck, CEO and founder of Clicktivated, video is among the most widely consumed media globally. His company pioneered efforts to successfully monetize video for retail and travel, demonstrating its potential beyond passive viewing.

Despite the medium’s simplicity, Roebuck argues that video has historically been a passive experience — more look-but-don’t-touch than truly engaging. As brands navigate shifting expectations around engagement, measurability, and personalization, traditional metrics like views and completion rates are no longer enough to drive real value.

“We are beginning to witness the evolution of video as we’ve traditionally known it into an immersive, engaging, and measurable format and experience. This transformation, also widely known as shoppable or interactive video, will create massive opportunities [monetization, data, personalization, better overall experience] for all content creators to maximize the impact of their story in 2025 and beyond,” Roebuck told the E-Commerce Times.

Marketers Must Embrace Interactive Video to Compete

Shoppable and interactive videos are no longer just a trend — they’re becoming essential in today’s hyper-connected world, Roebuck noted. Content creators must produce videos that drive measurable outcomes and meaningful engagement to stay competitive. Relying on outdated metrics like completion rates is no longer enough to establish a brand’s value.

“Content creators now have a distinct choice: leverage technology for better outcomes or slowly fade into irrelevance,” Roebuck said.

He added that the numbers make an unquestionable case for more video engagement. Consider that 89% of businesses already use video as a marketing tool. Then factor in the success rate: 96% of video marketers report increased brand awareness, and 99% say it enhances understanding of their products or services.

“Interactive videos, specifically, can achieve engagement rates up to 300% higher than standard formats. At Clicktivated, we see an average 500% increase,” he said.

Consumer Demand for Interactive Video Ads Is Growing

According to Roebuck, 43% of consumers prefer interactive videos over traditional ones. The other 57% just haven’t experienced one yet, he quipped.

Roebuck noted that 81% of people want interactive content from brands, with Gen Z’s interest soaring to 94%. As demand rises, he predicted these numbers would continue to grow, signaling a fundamental shift in video as a marketing format.

“Interactive media helps businesses stand out and create personalized, engaging, measurable experiences. Interactive videos are reshaping how brands connect with their audiences, and they provide a clear ROI,” he insisted.

Audience-Centric Video Beats Trend-Driven Content

Success is determined by the audience, not the platform. While trends might offer a short-term boost, content must meet the audience’s needs to avoid losing consumers’ trust and loyalty. Roebuck cautioned that everything is at risk.

We asked Chris Roebuck to share his expertise on avoiding costly errors when transitioning to the developing new role of shoppable and interactive videos.

E-Commerce Times: How can brands identify and address their audience’s pain points or aspirations through video content?

Chris Roebuck: Use common sense, and don’t try too hard. For too long, we have seen brands try to do too much and move way too far away from the voice that got them there, which usually doesn’t work out all that well!

Understanding your audience comes down to leveraging data and actionable insights to craft content that resonates on a deeper level.

What are the key elements to consider?

Roebuck: Video is a dynamic medium that thrives on personalization. The ability to tailor campaigns to specific audience needs makes all the difference.

For example, shoppable video technologies like Clicktivated allow brands to track engagement patterns, revealing viewers’ interests and preferences. This helps brands understand their audience and empowers them to address specific aspirations or challenges in their messaging directly.

Why is it critical for brands to prioritize their audience’s needs over platform-driven trends?

Roebuck: TikTok’s potential U.S. ban showed how temporary platforms can be. By focusing on what your audience values most, your content will remain relevant and impactful, no matter how trends or platforms evolve. Not to mention, it allows you to build differentiated experiences that fit your narrative.

How can brands tailor video content to reflect different generations’ unique values and preferences while maintaining a unified brand voice?

Roebuck: Tailoring content is an imperfect science. It typically starts with understanding what each generation values most. For instance, Gen Z gravitates toward authenticity and humor, while baby boomers respond to clarity and practicality.

The challenge is to adapt your tone, visuals, and message to align with those preferences while maintaining your core brand identity. Your brand’s voice should act as the foundation. What changes is how that voice is expressed.

Highlight your values to resonate with each generation, and balance content that meaningfully connects with diverse audiences while reinforcing a unified brand image.

When should brands prioritize short-form videos for quick engagement, and what strategies make them most effective?

Roebuck: For too long, brands have created videos to fit a format rather than the story they are trying to tell. Short-form videos are most effective when you need to grab attention immediately. Long-form videos are ideal for telling a robust story and building a stronger audience relationship with valuable, in-depth information.

Platforms like TikTok, Instagram, and YouTube Shorts have recently placed a lot of emphasis on short formats. While this is not always good for you, it allows them to create a new revenue path.

To make short-form videos stand out, focus on the first few seconds or the “hook.” Make them visually dynamic and clear. Keep it simple, compelling, and to the point. The best strategy is to stay authentic and focus on content that appeals to the viewer’s emotions.

To integrate these two forms effectively, brands should focus on consumer engagement and create various pieces of short- and long-form content to maximize impact.

What key storytelling elements help video content resonate with both Gen Z and baby boomers without losing focus or effectiveness?

Roebuck: Find universal themes that bridge generational gaps, like humor, authenticity, and shared values such as trust. Regardless of the generation, great storytelling relies on the fundamentals of authenticity, value delivery, and relevance. The story should align with what each generation values most.

Do specific video formats or platforms perform better for multi-generational engagement?

Roebuck: Always meet your viewers where they are. Create great content that feels natural and authentic. No one-size-fits-all format guarantees success. Focus on what resonates with your audience, not what platforms or trends tell you to do.