• Safwan AMM
• 16 September, 2025

Why Interactive Video Will Be the Game-Changer for Brands in 2025

In Sri Lanka, everyone from your cousin running an online clothing shop to big telecom brands is using video to connect with customers. Whether it’s a TikTok reel, a YouTube vlog, or a Facebook story, video has become the number one way to grab attention and build trust.

But here’s the truth: just posting a video is not enough anymore. Consumers don’t just want to “watch.” They want to click, engage, and buy — all in one experience. That’s where interactive and shoppable videos are stepping in.

Video Is More Than Views and Likes

For years, brands measured video success with “views” or “completion rates.” But as Chris Roebuck, CEO of Clicktivated, points out — those numbers don’t tell the full story.

Think about it. If 10,000 people watch your video but only a handful actually visit your store, does that help your business? Not really.

Instead, brands now want measurable engagement:

• Did customers click on a product in the video?
• Did they buy straight from the video?
• Did the video help them understand the brand better?

This is why interactive video is changing the game.

Why Shoppable Videos Are the Future

Surveys show that 89% of businesses already use video marketing. Even more powerful — 96% say it builds brand awareness and 99% say it helps customers understand their product better.

Now add interactivity. Interactive videos can drive 300% more engagement, and companies like Clicktivated report even higher numbers — up to 500%.

💡 Sri Lankan Example: Imagine a clothing boutique in Colombo posting a video where viewers can tap on the dress they like and buy it instantly, without leaving the video. No WhatsApp messages. No back-and-forth on Facebook. Just one click = one sale.

That’s the power of shoppable video.

What Customers Actually Want

The younger crowd — especially Gen Z — demand authenticity and quick interactions. They’re not patient with long, boring videos. They want fun, real, and relatable content. In fact, 94% of Gen Z prefers interactive video experiences.

But don’t ignore older generations. Baby boomers and Gen X customers also love video, but they value clarity and simplicity. A clear product demo or a practical “how-to” can win their trust.

💡 Sri Lankan Example: A food delivery brand can create a short, interactive recipe video — younger viewers can tap to order ingredients instantly, while older viewers might watch to learn a simple new cooking trick. Both feel engaged, but in their own way.

The Smart Way Forward

As an entrepreneur, here’s the big takeaway:

• Don’t chase trends. Platforms like TikTok could vanish overnight (just look at its near-ban in the U.S.). What lasts is understanding your audience’s needs.
• Mix formats. Short videos for grabbing attention. Long videos for storytelling. Use both wisely.
• Keep it authentic. Whether you’re a small Sri Lankan business or a global brand, your customers can spot fake content instantly.
• Use interactivity to sell smarter. If you sell sarees, show a video where people can tap to see price and colors. If you sell electronics, let viewers click to compare features.

Final Word: Video That Sells

Video has moved beyond entertainment. In 2025, it will be the main driver of sales, trust, and brand loyalty. Brands that adapt interactive and shoppable video will stand out, while those stuck with old metrics risk fading out.

For Sri Lankan businesses — from a Jaffna-based stationery shop to a Colombo tech startup — this is a golden opportunity. Create videos that don’t just tell your story but also let customers take action instantly.

Because in the end, success comes down to one simple question:
👉 Did your video just entertain, or did it actually drive engagement and sales?