The challenge: making ‘boring’ pension information accessible

The SNS REAAL pension fund is doing everything it can to involve its members in what is changing and what they should think about themselves. A live webinar works well for this purpose; motivating people to watch a 45-minute recorded webinar is difficult. You weren’t there. You struggle with the 45-minute video, not knowing if the topics that are relevant to you are even covered.
That’s why we have cut the total length of the broadcast into 11 chapters. Through a menu, viewers can choose which topics they want to watch. And if they have any questions, they can use the contact button to immediately find out where to ask them.

Our approach: smart preparation for maximum viewing comfort

A successful interactive video begins with the recording of the webinar. Together with Pensioenfonds SNS REAAL, we thought about:

• Structure in the story: so that we could cut the story into clear sections later on.
• A separate introduction: Nothing is as annoying as a ‘Welcome to this webinar; you can ask questions via the chat’ message while the webinar isn’t live. That’s why we wrote an alternative intro that addresses you as a ‘viewer’ immediately and explains how interactive video works.
• Direct action opportunities: we determined how people can ask their questions that arise during watching the interactive video.

After the broadcast, we started working with the footage. We cut the 45-minute recording into 11 clear chapters, built the experience in the interactive video player, and provided Dutch and English subtitles for the entire production. After launch, we monitored viewer behavior for a month and translated the data into a clear analysis report.

The result: over 125 hours of viewing time after one mailing

Shortly after the live webinar, the interactive video was emailed to everyone who had signed up for the live webinar. A total of 900 people. In the first month, we already achieved incredible viewership:

• 125+ hours Total viewing time in the first four weeks after publication.
• 76% start ratioOf the 418 times the video was shown on the page, 76% (319 times, by 261 unique visitors) actually pressed play.
• Average viewing session of 23 minutes: At a total length of 45 minutes, that is exceptionally high for online video.
• 78% to 91% watch rate per chapter: once you click on a chapter, it almost completely unfolds.
• 60% reaches the end: 147 unique viewers even watched the final video. Extremely high for a webinar that lasts over 45 minutes.

The results confirm non-linear viewing behavior

The most valuable result lies in how people watch the video. The data shows that viewers consciously watched the video non-linearly. That is, they immediately jumped to the topics that were relevant to them. Because some viewers watched the video several times, it is also logical that they do not want to watch it again from the beginning, but instead jump directly to the chapters they did not watch yet.

Finally, the interactive design yielded surprising insights for the communication team at Pensioenfonds SNS REAAL. Where they themselves had suspicions about which topics were most relevant, the figures showed something different. Surprisingly, a lot of attention was paid to a topic they had not labeled as important themselves. With this insight, we can adjust their communication accordingly.