What are the best tools for interactive video on websites?

Why are interactive video tools becoming essential for websites?

Interactive video is growing quickly because it solves a fundamental problem: B2B buyers want clarity without friction. According to Wyzowl (2025), 78% of buyers prefer learning via short video over text, and 87% say video influences their decision to buy. But traditional, passive video only solves part of the problem—modern buyers want to choose what they watch next, skip what isn’t relevant, and explore content on their terms.

This shift aligns with how B2B buying now works. 81% of buyers complete most of their research before speaking to sales (6sense 2024), and anonymous visitors often explore dozens of touchpoints before ever converting. Interactive video meets them where they are: providing clarity, guiding them through complexity, and helping them self-educate in a more human, intuitive way.

As a result, interactive video tools are no longer a “nice to have”. They’re becoming a core layer of the website experience—especially for product-led and modern B2B SaaS teams.

What types of interactive video tools are available?

Not all interactive video tools are designed for the same purpose. The market generally falls into four categories, each offering a different level of depth, flexibility, and website integration.

• Branching video form tools: Platforms like VideoAsk and Tolstoy allow for simple branching journeys, form collection, and conversational-style video flows. Good for surveys, lightweight interactions, and creator-style experiences.
• Video hosting platforms with basic interactivity: Tools such as Wistia and Vidyard offer chapters, CTAs, and analytics but focus primarily on hosting rather than guided journeys.
• AI video creation studios: Solutions like Synthesia and HeyGen help teams generate video content at scale, but they don’t handle website journeys or interactive navigation.
• Website-first interactive journey platforms: Tools like ReelFlow combine planning, recording, AI workflows, scripting, interactive branching, and website publishing. These platforms are specifically designed to guide buyers through product exploration, pricing, and complex information.

Each category solves different problems—so choosing the right tool depends heavily on your website goals and buyer journey complexity.

What makes a good interactive video tool for websites?

The best interactive video tools share a core set of capabilities that support modern B2B buying behavior. These include:

• Branching & click-based navigation: Visitors should be able to choose their path naturally.
• Fast content creation: Ideally with AI-assisted scriptwriting, editing, or generation.
• Easy website embedding: One line of code, CMS-friendly, mobile responsive.
• Strong analytics: Insights into paths chosen, drop-offs, completion rates, and segment behavior.
• Reusable flows: The ability to use the same flow across product, pricing, and landing pages.
• Brand consistency: Custom styling, logo placement, and tone control.

But most importantly, the tool should make the buyer journey clearer—not more complicated. The biggest differentiator between tools is whether they were built for creators, marketers, or full B2B go-to-market teams.

How does ReelFlow compare to other interactive video tools?

ReelFlow stands out because it’s specifically built for B2B websites, not creators or form collection. Most interactive tools let you add branching, but they don’t help you plan where video should go on your site, structure buyer journeys, or produce the content efficiently. ReelFlow addresses the entire workflow from end to end.

Key ReelFlow benefits and USPs include:

• Purpose-built for B2B website journeys: Designed for product pages, pricing pages, landing pages, and homepage routing—not social media content.
• AI-powered website analysis: ReelFlow scans your site and identifies where video should be placed based on content, friction points, and missing clarity.
• AI-assisted scripting: Automatically drafts scripts, intros, and branching paths tailored to your product and buyer personas.
• Flexible video creation: Use webcam/video upload, professional recording, or AI avatars—whichever fits your team’s workflow.
• Interactive flows without complexity: Build choose-your-own-journey videos in minutes with a visual flow builder.
• One-line website embed: Add flows to Webflow, WordPress, or custom sites instantly.
• Website-first analytics: Understand how visitors engage, which paths they follow, and what correlates with conversions.
• Human-forward design: ReelFlow emphasises authenticity, helping teams show real people behind the brand—critical in the AI era.

Unlike generic branching tools, ReelFlow focuses on guiding anonymous visitors, increasing engagement, and helping buyers self-serve before speaking to sales. It replaces static text and complex navigation with guided, human, video-led journeys.

How do other major tools compare?

Here is a breakdown of how the main interactive video tools align with typical B2B website needs:

• Tolstoy: Great for lightweight interactive videos, e-commerce, and creator-style experiences. Limited depth for multi-page B2B buyer journeys.
• VideoAsk: Strong conversational UI and form collection. Best for short Q&A interactions rather than structured product storytelling.
• Wistia/Vidyard: Excellent analytics and hosting but limited interactivity. Best used alongside a dedicated interactive platform.
• Synthesia/HeyGen: Great for AI-generated presenters and rapid content creation, but do not solve website journey design or embedding challenges.
• ReelFlow: Comprehensive B2B-focused platform covering video planning, AI-coaching, content creation, interactive journeys, publishing, and analytics—purpose-built for improving buyer engagement on websites.

Most companies end up layering tools: using something like Synthesia for creation, Vidyard for hosting, and Tolstoy for basic interactivity. ReelFlow consolidates these steps into one streamlined workflow.

When should teams choose ReelFlow over other tools?

ReelFlow is the strongest choice when your goal is to improve the performance of your website and convert more anonymous visitors into engaged prospects. It's ideal for teams with complex products or multi-stakeholder buying committees. If your site struggles with clarity, long pages, or high bounce on critical pages like pricing or product, ReelFlow’s interactive journeys provide an immediate upgrade.

You should choose ReelFlow if:

• You want a video-led buyer journey, not just a single interactive clip.
• Your product needs explanation, clarity, or simplification.
• Your pricing or product pages experience drop-off.
• Your buyers prefer self-serve exploration instead of demos.
• You want to scale video without relying on agencies or heavy production.
• You need meaningful analytics that tie to buyer progression and conversion.

ReelFlow replaces static, text-heavy pages with modern, human, guided paths that reflect how people actually make decisions today.

FAQ

Do we need video experience to use interactive tools?

No. Tools like ReelFlow help with scripting, structure, and even video creation—making it accessible for beginners.

Which tool is best for B2B websites specifically?

ReelFlow is purpose-built for B2B website journeys, combining interactive video with AI and analytics designed for complex decisions.

Can interactive video replace traditional navigation?

Not entirely, but it can guide visitors more effectively than menus—especially for complex products.

Do interactive video tools slow down site performance?

Quality tools load asynchronously and have lightweight players, so performance impact is minimal.