The High Flyers: Kyle Morton

00:06:24 | August 26, 2014

Kyle Morton, CEO of HapYak, talks to us about the future of video & how to make your business video strategy engaging & measurable.

The video landscape is changing -- just producing video is no longer enough. You need to know if your video is engaging your audience and contributing to your business goals.

In this edition of The High Flyers, the CEO of HapYak, Kyle Morton, talks to us about the business case for interactive video.

He covers two of the most common areas where interactive video can make a huge impact on your video strategy: content marketing and elearning.

Kyle also explains how organizations are using interactive video -- including in-video chaptering, links, quizzes and more -- to gather sales intelligence on leads and train employees on new processes.

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Hi, this is Mat with Vidcaster. Welcome to "High Flyers," where we interview the stars of business video. I'm honored to be joined by Kyle Morton from HapYak today in the studio. How's it going, Kyle? It's going great, thanks. Thanks for joining us all the way from good old Boston. Happy to be here. Great. So tell us a little bit about HapYak. What do you guys do? Sure. So HapYak is an interactive video platform. And we exist to solve two fundamental questions that pretty much every business has. The first is, are my videos actually engaging, which is the goal of the video production process and yet very hard to really know and very hard to measure. And then the higher question, which is, is my video strategy effective? What we provide is a simple tool set that anyone in an organization can use to make the video engaging with interactivity. And we produce analytics and statistics and reports so you can measure the exact impact and refine the experience that you're trying to get across to your users. Very interesting. So what types of organizations, individuals, companies are using this technology? Sure. So use cases are primarily in-- content marketing and e-learning are really the space where video is most well deployed across large organizations and more and more across small organizations as they realize how cheap and easy and fun video production can really be in the democratization of video. On the content marketing side, what we find are two core types of video-- conversion videos, which are created to get someone to sign up for your service or your newsletter, to get some additional information about a lead, and training videos. So training videos are a fundamental part of content marketing, because they teach people about your product. And there is an almost inexhaustible well that any company has in order to draw from of how-to tips and customer success stories. So on that side, the videos are being created to attract new visitors, to gather intelligence about those visitors. We make sure that they're engaging, and we make sure that they're measurable in terms of your analytic systems that are tracking success for content marketing. On the e-learning side, video is the best way to communicate and teach people. So e-learning in terms of training your employees how to sell products properly. Compliance training from HR departments. There are places where knowing that someone's actually watched the entire video is important, knowing that they have synthesized and understanding the content is fundamental. So again, we're the missing piece that bridges the fact that people are now using video, but they're lacking the tools, they're lacking the analytics. We fill that gap for them. Yeah, it's very interesting. And being a partner of Vidcaster, we have a number of joint customers together. So we've seen both of those use cases. We've seen things from training and allowing organizations to move their training to video versus on site and bringing in some of the quizzes and checkpoints and the necessary gates to see if someone's qualified to be on site at a plant or at a physical location into the video using interactivity and interactive quizzes. We have joint customers that are doing slightly like "choose your own adventure" that lead a prospect or a lead through a process within a single video, using different annotations to click through. And then we have folks that are just doing very simple stuff. They're recording webinars that are an hour in length. And they're breaking it up with interactive chapters that allow the user or the viewer to jump through to the points that they care about. And of course, the analytics is a big part on the end. It allows us to see, as marketers or as a training coordinator, what are people engaging with. What is the most interesting thing that you've seen with interactivity? So honestly, the thing that's really interesting is the general change in the landscape around video and the way people talk about it. So for the last several years, people talk about video in terms of their production process. How do we set up a studio? Who's going to edit the video? What do we do institutionally? But more and more, that's happening as a groundswell of individual creators, because the process has become easier. Now that there's so much video being deployed across so many use cases in businesses and large corporations, they're saying, right, why are we spending this money? What are we doing? What are the actual goals associated with the video? So what I find most interesting is that interactive video is focused on the goals around your business strategy. It's not just because it's cool and fun, though it is cool and fun. But it's about knowing that the investment that you're making in video has a payoff. You're going to get more conversions. You're going to get better qualified leads. You're going to be able to have a data stream that proves compliance when it really matters. Wow. And so to wrap up here, what would be one thing that you want the audience to take away about interactive video, for folks that have never touched it before, but it's really piquing their interest as some way to enhance the video content that they have today? Sure. Interactive video isn't anything mind blowing or special, is what I'd say. Interactive video is the way absolutely every video on the web today should be. And in fact, a year from now, we'll do this interview, we won't even use the term "interactive video," because video on the web will all be interactive. You wouldn't think about publishing a web page without putting a link in it, without putting a call to action in it. You wouldn't think of having a marketing strategy without a way to actually capture lead information. Fundamentally, I'd say everyone should understand that that's true for video now, too. Don't leave it out of your overall plans and goals. But think of it as a fundamental asset that can be measured along with everything else in your marketing and training strategies. Very interesting. Kyle, thank you so much for taking the time. Thanks, Matt. Kyle Morton with HapYak, hapyak.com. This is Matt with Vidcaster. Thanks for watching "High Flyers."