Interactive videos let viewers engage with your content through choices, responses, and actions. Instead of passively watching, customers can answer questions, navigate to different video paths, submit contact information, or respond with text and video messages.

Shoppable videos and interactive videos serve different purposes in the customer journey.

Key differences:

• Shoppable videos focus on product discovery and purchase
• Interactive videos focus on engagement, education, and lead capture
• Shoppable videos let customers browse and buy
• Interactive videos let customers respond, choose paths, and have conversations

Many brands use both together to cover different parts of the customer journey.

Interactive videos work for any situation where you want customers to engage rather than just watch.

Common use cases:

• Founder stories that introduce your brand and build connection
• Welcome videos that greet visitors and guide them to the right products
• FAQ videos that answer common questions before customers ask
• Product quizzes that recommend products based on customer responses
• Video testimonials that let customers hear from real buyers
• Support videos that walk customers through common issues

Learn more about video quizzes.

Every interaction is a data point. When viewers respond to your videos with choices, text messages, video replies, or contact information, you learn what they care about and where they are in their buying journey.

What you can capture:

• Product preferences through quiz responses and choices
• Common questions through text and video replies
• Contact information through built-in lead capture forms
• Intent signals based on which paths customers choose
• Objections through direct customer feedback

This data helps you tailor messaging, improve products, and build customer profiles.

Yes. You can create FAQ videos that address common questions before customers need to ask. Structure your video with branching paths so customers select the question they have and get an immediate video answer. This reduces support tickets, builds confidence, and moves customers closer to purchase.

Tolstoy automatically distributes the right videos to the right pages, across channels, at scale.

Supported placements:

• Homepage to welcome visitors and introduce your brand
• Product pages (PDPs) to answer product-specific questions
• Collection pages (PLPs) to guide product discovery
• Landing pages for campaigns and lead capture
• Email and SMS through Klaviyo integration
• Mobile apps through native integrations with Tapcart, Fuego, Vajro, Shopney, and Appbrew

Learn more about Tolstoy for eCommerce.

Customers buy from brands they trust. Founder videos put a face to your business and share the story behind your products. This builds emotional connection, differentiates you from competitors, and gives customers a reason to choose you beyond price and features.

Learn how to write a founder's story that stands out.

No. Tolstoy uses lazy loading, deferred video delivery, and a sub-50KB JavaScript payload to ensure zero impact on Core Web Vitals. Videos only load when customers interact with them, not on initial page load.

Yes. Tolstoy supports multiple response types that turn passive viewers into active participants.

Response options:

• Multiple choice lets customers select from predefined options
• Text responses let customers type questions or feedback
• Video responses let customers record and send video messages
• Contact forms capture email, phone, and other information
• Calendar booking lets customers schedule calls directly from the video

All responses are collected in your Tolstoy dashboard for review and follow-up.

Learn more about Tolstoy's integrations.

Tolstoy tracks engagement and conversion at every level so you can see exactly how customers interact with your content.

Metrics you can track:

• Completion rates show how many viewers watch to the end
• Response rates measure how many viewers engage with choices or forms
• Path analysis reveals which branches customers choose most
• Lead capture tracks contact submissions from video forms‍
• Conversion attribution connects video engagement to purchases