Find out why a personalized video is worthwhile, how personalization can be implemented and what possible uses there are.
In addition to social media and other online marketing activities, moving images and the use of videos in marketing have become a very popular channel for reaching customers. Due to the moving images, videos and films attract more attention than text and image ads and can therefore enable better marketing success. The use of videos and short clips is becoming increasingly popular, especially on social media such as Facebook, Instagram and TikTok and the trend towards sharing short stories instead of fixed posts. Personalized videos that address customers individually and pick them up help to stand out in the mass of advertisements and the videos and commercials that have already been published.
The topic of personalization and the individual addressing of interested parties is not a new phenomenon. In addition to the development related to video, we are seeing personalization becoming more common in marketing in recent years. Be it a website that addresses you with your own name, personalized newsletter content or even products that can be provided with your own name or preferences. An example of this would be the campaign by the chocolate spread manufacturer Nutella, who had their jars printed with a wide variety of first names instead of the brand name. Many people then bought the product just to get a jar with their own name on it. In this way, the target group's desire to buy and thus sales can be significantly increased.
In video communications, however, personalization makes a significant difference. Much of the communication via videos is based on the one-to-many principle. This means that one person (the speaker or sender of the video) speaks to a large number of people (the target group). A single person in this target group usually does not feel addressed directly. With the help of personalized videos, the communication can be changed to an apparent one-to-one communication. By addressing a customer directly and individually, the video appears as if a person (the speaker) is communicating directly with a specific customer. This suggests a personal level and an apparent closeness between broadcaster and viewer.
Through more personal communication with customers and prospects, video personalization can lead to the viewer showing significantly more engagement towards the video. Personalized videos are clicked, shared and remembered more on average. This is mainly due to the fact that an emotionality is generated in the viewer. Above all, an individual approach leads to customers and prospects feeling taken care of and perceiving the message as more positive and important. The customers feel addressed and usually build up more trust in the company and the contact persons more quickly. This can also increase brand loyalty and trust in the company and thus generate higher sales. This is especially the case when personalized videos also use a personal call-to-action.
Get to know the different touchpoints with your customers.
The more personal data about the viewer is known, the more individually the personalized video can be designed. Information about the person and also about the person's activities (such as the purchase of products) can be used for personalization.
Examples of personalized content:
Name
Date of birth
Location
Job title
Interests and products
Purchase history
In order to integrate a personalized video into your own marketing, two major requirements must be met: the availability of data and the technical possibility of video personalization.
In order to create a personalized video and to customize the parts described in the last paragraph, one must have the personal data of the customer or prospect. Interactions with your own website or social media channels can also be important here. Once the data is available, the individual customers can be assigned to a suitable video campaign. In order to create these campaign concepts, it is first necessary to consider for which people video personalization could be relevant. Based on this, the video production can be planned and the video templates can be rotated or animated. With the right software, these templates can ultimately be adapted and finalized very easily and in some cases automatically for the individual viewers.
In marketing and sales, personalized videos can be used in many different places. A very easy way to use video personalization is to congratulate your own customers and contacts with a personal video on their birthday or anniversary. In general, videos with a personal address are particularly suitable for individual customer communication, such as e-mail newsletters or e-mail correspondence after a purchase or an aborted purchase process.
Personalized videos can also be used for personnel marketing and recruiting to address applicants personally and establish a certain closeness even before the first day. Here, for example, a welcome video or explanatory video for future tasks can be created or the company history can be told in a personal variant.
Video personalization can also be used ideally in social media and online marketing. By attracting the customer's attention, personalized films can be used, for example, as a lead magnet or as an effective cross-selling option on the website.
Ultimately, there are no limits to the possible uses of personalized videos. With enough imagination and the right implementation, you can create and use a personalized video in many areas of marketing.
Personalized videos are short films that have been supplemented with individual content. Content can be adapted to both the viewer of the video and the sender (e.g. the branch or local sales partner). Personalized video content usually leads to higher attention, a higher engagement rate and therefore more potential success.
When it comes to video personalization, there are usually no limits. In extreme cases, a completely new promotional video can be produced for each customer. However, personalization is limited to content such as customer names, locations, interests or the contact information of the company.
Personalized videos are particularly suitable for digital forms of advertising such as newsletter marketing, digital ads or classic forms of advertising (e.g. cinema advertising). However, personalized video content can also stand out in the digital exchange with customers (e.g. after purchasing a product).
Video personalization is worthwhile for all companies that want to make a particularly positive impression on their customers and prospects and want to be remembered. In principle, however, it is also worthwhile for decentralized companies that want to integrate the information of their partners* in videos.
To avoid having to produce and edit each video individually, you need a software solution for creating personal videos. Using a video template, this makes it possible to only change the relevant information and automatically create new videos. Further information can also be found here.
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