Maximizing Impact with Personalized Video: A Guide for Marketing Managers
"Interactive video has been shown to increase engagement and conversions compared to traditional, static videos." - Content Marketing Institute
Personalized video is a video that is created for a specific individual viewer by integrating data that is known about the person into the storytelling. With the ability to tell a very custom and specific story, this type of video can be utilized for a wide range of purposes, including sales, customer support, offering a demo, loyalty messaging, to team communication and collaboration.
By connecting to a CRM or other data source, personalized video uses demographic and behavioral data to tailor the video experience for individual viewers with the aim to create an emotional connection with the viewer, making the content feel more relevant, relatable, and engaging.
And while personalization can simply include a person's name in the video's title, a truly good personalized video should include content that speaks directly to the viewer, with a message crafted specifically for them. By being creative and using eye-catching, personalized video thumbnails with their name displayed, incorporating personalized information in a smart and measured way that actually adds value to the viewer’s experience, personalized video can shift a video from a passive to an active viewing experience.
For marketing managers always looking for ways to increase engagement and conversions with their audience, personalized video has become a critical tool to be added to any marketing arsenal. A study by Hubspot found that personalized videos have a click-through rate that is up to 8x higher compared to traditional videos.
6 Benefits You Can't Ignore
Let’s explore the benefits of using personalized video in your marketing strategy.
Develop a Loyal Customer Base
Utilizing personalized video is a great way to develop a loyal customer base. When customers sense that you genuinely care about them, they are more likely to remain loyal. Personalized communication demonstrates that you are willing to exceed their expectations and fulfill their needs, which creates a sense of loyalty.
This approach is an excellent way to generate repeat business and referrals, as satisfied customers will be eager to recommend your brand to others.
Make a Splash
Using personalized video has a major advantage in that it sets your brand apart from the competition. In today's world, the average consumer is inundated with a massive amount of information on a daily basis. To rise above the noise, you need a strategy that goes beyond sending out generic marketing messages.
Personalized videos provide an opportunity to offer your prospects interactive and personalized content, utilizing real-time data to ensure the most pertinent communication. This demonstrates that you consider them to be real individuals, not just another face in the crowd.
Utilizing personalized video enables you to cultivate strong relationships with your customers, as it speaks directly to them and shows that your company values them as unique individuals. This leads to a better perception of your brand by your target audience.
By sending personalized videos, you distinguish yourself from the myriad of random companies competing for attention in customers' inboxes or social media feeds. With personalized video software, you have the ability to foster a more engaged and connected audience, which can help you establish and maintain trust. Trust is essential to any successful marketing campaign.
Hitting Your KPIs
Whether you want to increase brand awareness, educate viewers, create leads, or achieve any other specific business goal, personalized videos can help you. They enable users to see themselves in the content and personally connect with the brand.
Personalized communication is a trustworthy method to achieve your company's objectives as successful marketing has always been about establishing great connections between customers and businesses.
Accelerate Revenue Growth
Personalized videos can effectively accelerate revenue growth by ensuring that your content is relevant, leading to increased views, higher conversion rates, and ultimately, more revenue.
Fast-food franchise McDonald's used personalized videos to boost their revenue. By integrating direct database information into their videos, the viewer's activity was included, resulting in an impressive 4.5x increase in sales using the video personalization software.
Increase Returns on Investment
Marketers have found that videos offer a high ROI, with an impressive 87% reporting positive results. Using personalized videos is a budget-friendly approach that can help you stand out and capture the attention of your target audience on a deeper level.
By creating personalized video content based on the viewer's interests and actions, you can make your message more engaging and relevant. This targeted approach not only helps to create an emotional connection with your audience but also ensures that you're delivering value to them. With the right data and technology, personalized videos can help you achieve measurable results and drive business growth.
How to create a personalized video
Creating personalized video involves tailoring the content to a specific individual viewer. It requires understanding the target audience and incorporating elements that resonate with them. The following steps outline the process of creating personalized video.
- Gather Data: To create a personalized video, you need to gather data about your target audience. This includes demographic information such as age, gender, location, and interests, as well as behavioral data such as browsing history, purchase history, and engagement with previous marketing efforts.
- Define Your Objectives: Define what you want to achieve with your personalized video and include a call-to-action (CTA) to drive your viewers to complete that action. This could be to increase brand awareness, drive traffic to a website, or boost sales.
To effectively design the CTA, you need to understand the pain points of your target audience and where the video fits into their customer journey. This CTA should be clear and specific, and it should align with the customer's goals and needs. The CTA should also be positioned in a way that encourages the viewer to take action. For example, the CTA might be to encourage the target audience to make a purchase, visit an app, reply to a message, or do something specific like returning to a quiz they previously started, but didn't complete.
- Choose Your Video Type: Personalized videos can come in many forms, including product demos, explainer videos, testimonials, and more. Choosing the right type of personalized video will depend on your target audience and the message you want to convey. By considering your audience and the goal of your video, you can choose the type of video that will be most effective for your personalized video campaign.
- Create a Script: A well-written script is crucial for ensuring that your personalized video is effective and engaging. Write a script that takes into account the demographic and behavioral data of your target audience. Use language and images that will resonate with your viewers, and tailor the content to meet their specific needs and interests.
- Integrate Personalization: Integrating personalization is the key to making your personalized video truly effective. To make your video personal, start by addressing the viewer by name to help create a stronger connection with the viewer. Use personal information about the viewer such as their company name or location. Customizing the visuals in the video to reflect the viewer's company, industry, or interests can also make the video feel more personal. And most importantly, tailor the message of the video to reflect the viewer's specific needs and interests. This can be done by highlighting the benefits of your product or service that are most relevant to them.
- Test and Optimize: Once your personalized video is complete, test it with a small group of your target audience to get feedback and make any necessary adjustments.
Adding Interactivity to Personalized Video
Interactive and dynamic video is a powerful tool for marketers looking to engage their target audience and drive conversions. Interactive video allows viewers to interact with the content, making it more engaging and memorable. Dynamic video, on the other hand, is personalized in real-time, allowing marketers to respond to changes in behavior, preferences, and interests.
The trifecta of personalized, interactive, and dynamic video helps to increase conversions by creating a more engaging and memorable experience for the viewer. Personalization tailors the content to meet the specific needs and interests of each viewer, while interactive and dynamic video allows marketers to respond to changes in behavior and preferences in real time.
Examples of Successful Personalized Video Campaigns
Here are a few examples of companies that are successfully using personalized video:
Mcdonald's wanted to drive engagement with their loyalty program customers so decided to replace their standard SMS notifications with a personalized video campaign. The video was connected to their customer database and was able to pull the customer’s preferred orders. With that information, they sent a video that included the number of loyalty points the customer had and recommended that they use their points to purchase one of their favorite products. The video also included an interactive button that allowed customers to click to purchase directly from within the video. The campaign was incredibly successful with a 320% increase in end-to-end sales!
Selina is a hospitality brand that caters to the needs of Millennial and Gen Z travelers on a large scale. It offers well-designed accommodations along with coworking spaces, recreational activities, wellness programs, and opportunities for local experiences. Selina created a personalized video campaign that used customer data to create personalized travel recommendations for each viewer based on recent travel reservations. The videos included images of the location of their more recent destinations and then recommended additional stays and discounts to encourage additional bookings.
Coca-Cola create a personalized video campaign called "Share a Coke." The campaign aimed to encourage consumers to purchase Coca-Cola products and to increase brand loyalty by creating a unique and engaging experience for each customer.
The campaign used real-time data to generate personalized videos for each customer that featured their name, images of their friends or family, and even their location. The videos also included fun and personalized messages that encouraged the customer to share a Coke with someone they care about.
The "Share a Coke" campaign was a massive success, with over 1.7 million personalized videos created and shared on social media. Coca-Cola also reported an increase in sales and brand loyalty as a result of the campaign.
This campaign is a great example of the power of personalized video in creating a unique and engaging experience for each customer. By using real-time data to generate personalized content, Coca-Cola was able to connect with its customers on a personal level and encourage them to share their love for the brand with others.
Selecting a video personalization platform that enables your team to edit, update, and conduct A/B testing on content post-creation is essential. This feature extends the longevity of the video and amplifies the ROI. The ability to modify and update content ensures that your videos remain fresh and aligned with your customer's evolving requirements.
Maximizing Impact with Personalized Video
Personalized video is rapidly becoming a crucial component of modern marketing strategies. The combination of demographic and behavioral factors allows for a highly targeted approach that can reach the right audience with the right message at the right time. With the growing demand for more personalized experiences, it's clear that personalized video has a bright future ahead.
Personalized video not only helps to increase conversions but also helps to build long-lasting relationships with customers. By tailoring the message of the video to the specific needs and interests of the viewer, you are showing that you value their time and understand their needs. This can help to foster a strong sense of trust and loyalty between your brand and your customers, which is essential for building lasting relationships.
In today's fast-paced and competitive market, all businesses should be using personalized video. Whether you are looking to increase conversions, build brand awareness, or deepen your relationships with customers, personalized video can help you achieve your goals. With its ability to deliver a highly personalized and engaging experience, personalized video is a must-have tool for any business looking to thrive in the digital age.