Data Storytelling with Stornaway

Gain powerful engagement insights, discover attitudinal change and understand learning behaviour using interactive video with Stornaway.

The possibilities are endless! 🚀

The true power of interactive content lies not only in its ability to engage but also in the insights it provides.

Using the Stornaway API, you can track and measure data that is relevant to you. Gain insights into viewer behaviour and learning, or analyse engagement and retention across your journey – anything is possible!

Best of all, our API is completely flexible, security compliant and can integrate with any platform you use to record user data so you can map your data to specific users or segments.

Take it one step further and send that data to any analytics or visualisation tools you use to really get into the detail and examine trends.

What makes Stornaway different?

🗺️ Stornaway’s island mapping system means that you can track which parts of the video people are more engaged with.

This is what makes Stornaway unique.

Our clients benefit from this modular data to understand which parts of their interactive video viewers are watching more and the journeys they take across their experience. Other platforms don’t provide this flexibility of data.

🧑‍🤝‍🧑 Creating interactive ads with Stornaway upskills your team easily and cost effectively.

Once you start using our platform, you can build on what you learn and reuse and/or improve on the storytelling experience.

For scalable ads, we also have our duplication feature allows teams to work on new projects, versus spending lots of time creating variations of the same content.

⛵️ For ads, social campaigns and brand engagement, one of the biggest challenges is to drive traffic from other platforms. Voyager enables you to do this. Craft seamless cross-platform journeys by recreating your campaign (or part of it) as an interactive instagram story within Stornaway, bringing your website into that journey. No need to shoot any more footage, and best of all, the analytics are all in one place.

Create educational experiences to challenge the attitudes on a complex topics and measure change

Interactive video is a powerful tool when it comes to measuring change – whether that’s viewer knowledge or confidence or the overall impact of the video – our API will allow you to analyse this to gain important insights into viewer behaviour across the journey.

By asking viewers their attitude or confidence at the start of your video, and again at the end after watching the educational films or resources, you can measure how their knowledge and understanding has changed through engaging with your interactive experience.

Creative Agency Tilt, were tasked with creating an interactive educational experience that would challenge the attitudes of millions towards drink driving.

Read the Case Study

Discover friction points to improve engagement

To ensure you’re getting high levels of engagement and good results from your interactive video, it’s important to understand where viewers may lose interest or struggle to complete a part of your journey.

Using our API to track and analyse viewer behaviour at each stage of your journey, you can gain insights into where users drop off, encounter friction or face obstacles that prevent them from progressing further.

This information can be used to A/B test different versions of your project and iterate improvements along the journey to help optimise user experience and conversion rates.

Optimise your CTAs to drive engagement and conversions to maximise impact

In the realm of interactive video, Call-to-Action (CTA) buttons serve as pivotal elements that guide viewers and potential customers through your funnel. Measuring the effectiveness of CTAs within your interactive videos, will allow you to optimise for higher conversion and click through rates.

By measuring the impact of CTAs, you can gain valuable insight into user behaviour, preferences, and the effectiveness of your content so that every interactive element resonates with your audience.

The placement and design of these CTAs can significantly influence viewer engagement and conversion rates. For example, by identifying a CTA that isn’t getting many clicks and adjusting wording, design or placement within your video, you can use data-driven decisions to significantly impact your video’s success.

Assess video engagement by measuring watch time

Video watch time is an important metric to measure when it comes to understanding viewer engagement in your interactive video. Going beyond view count, this measurement will tell you the quality of your views.

Once people started watching your video, using our API, you can work out whether your audience is engaged enough to watch it in its entirety, or whether you lose them at a specific point resulting in viewers moving on without watching the rest.

This key engagement metric can tell you how well your message resonated with your audience, allowing you to tweak and refine using the data you gain.

Data Storytelling with Interactive Video for Brand Engagement

Our anonymised analytics in the dashboard give you everything you need to measure engagement and understand how you can adapt your media depending on user journeys.

For advertising and brand storytelling – the key metrics are the start rate. Typically, anything above a 5% start rate on videos is considered high. Interactive video propels start rates to 10% and as much as 100% when compared with regular, linear video on a website.

Once viewers have clicked to play a video, engagement is also much higher than linear. Although they might not watch every story island within your project, this isn’t relevant or even needed for interactive videos. Because viewers are watching and making choices, they are inherently more engaged – in control of their own narrative.

A recent ad created in Stornaway for a large brand generated viewer engagement of ~4 minutes, compared to an average watch time of a <1 minute for linear video.

This is the key differentiator to demonstrate how the interactive format is stickier than linear. The viewer leans in and stays playing in real time.

Getting into the detail 🔎

How Stornaway collects data

We do not store any personally identifiable information about viewers including using any cookies or trackable data about individual sessions. Your account will show an anonymous overview of all the choices people have made in a Stornaway project – you can learn more about our analytics dashboard here.

Instead, we leave the recording and storing of session data up to you! Whether you’re embedding your projects on a website or LMS, our API gives you full control over how you collect and manage user data when releasing your projects. This gives you complete flexibility and power over the metrics you want to track and how best to visualize that data.

All about the Stornaway API

Our JavaScript API lets you react to viewers progressing through your story, e-learning course or interactive video, as well as control its playback.

Anything is possible – the important thing is to decide what meaningful metrics you want to store, what system you want to store them in and how the users will be identified on your side.

All that’s needed is some simple javascript to sit alongside the player on your web page or LMS, listen to what’s happening when the user is playing the project, and send the relevant metrics to your system, associated with the user ID on your side – without any of it touching our servers. It’s incredibly flexible, and privacy compliant.