The easiest way to reach a wide audience with your personalized visual content is to use social media. From appealing to a certain demographic with location tags to sharing a tweet with the audience it will resonate with, there are dozens of possibilities to incorporate videos into your content marketing strategy.
The ongoing pandemic has forced businesses to speed up their digital transformation efforts to include more personalization. This meant turning to personalized videos and taking customer experience to an entirely new level by offering both audio and visual content.
The result — boosted sales, improved marketing messages, and high customer satisfaction rates — didn’t take long to follow.
But this isn’t anything new. In fact, a study conducted by Evergage found that 96% of marketing professionals believe that personalization has the power to advance customer relationships much quicker than any other form of marketing strategy.
Since personalization helps build long-lasting bonds with customers — and visual content records some of the highest engagement rates — what started as an attempt to adapt to the new reality has now turned into a game plan that’s here to stay.
If you’re planning on keeping your business afloat and want to test out a content format that would appeal to a wider audience that values tailored marketing, carry on reading.
Not to be confused with a personal video that implies a message in a video form that’s made from scratch for one viewer only, a personalized video is a type of visual content that’s catered to a specific audience. This includes your existing customers, prospects, and business partners among others.
There’s typically a company name or logo along with the viewer’s name included in the video that clearly signifies that it’s targeted towards that person. The best part is that you can use one video over and over again thanks to the video personalization platforms that help to insert personalized elements where needed.
A good example of a personalized video is a holiday greeting featuring your client’s first name, a promotional offer with a robotic voice mentioning your name at the beginning, and a slide show consisting of some of the most memorable interactions you’ve had with your customer.
In a world where everyone’s inboxes are filled with dozens of promotional messages from both startups and big corporations, it can be hard to stand out. Here’s where personalized video content comes to the rescue.
Not only does it help you differentiate yourself from your competition but it also brings more profitable results. One study concluded that a personalized Call-to-Action (CTA) performs 202% better than the non-personalized CTA. Combined with the 5x higher open rate associated with marketing campaigns that include a personalized video, it’s safe to say that this approach works.
Breaking through the clutter, increased click-through and open rates, improved engagement, and maintenance of long-term relationships with customers are just some of the benefits of including a personalized video in your marketing campaign.
Take a look at the statistics below to get an idea about just how much of a game-changer personalized videos are:
New Epsilon research demonstrates that as many as 80% of customers are more likely to make the purchase when the company offers personalized experiences. This demand will keep on rising as more and more businesses start entering the marketplace with nothing holding them back from winning your customers over.
To provide the said experiences, you need to be collecting relevant data you could then use in carefully curated videos. The question is — what data can you gather without going the illegal route?
Check out this infographic down below for the information you should take into consideration when catering your videos to your audience.
While you can virtually use personalized videos in every area of your business, there are a few areas to leverage for the best possible outcome.
This shouldn’t come as a surprise — the majority of your leads will visit your home and product pages before they convert. To lure them in, it helps to have a persuasive video with some personalized elements included that would make them want to stick around (or at least subscribe to your newsletter).
Consider gating the existing website content with a form that would help you collect the necessary data on your prospects and use it in future personalized videos. If your marketing automation system is in place, you can also personalize the videos automatically based on the cookies the visitor has agreed to accept.
Perhaps the easiest way to reach a wide audience with your personalized visual content is to use social media. From appealing to a certain demographic with location tags to sharing a tweet with the audience it will resonate with, there are dozens of possibilities to incorporate videos into your content marketing strategy.
Take an invitation to an event as an example. A social media campaign featuring the name of the guest and possibly even some other piece of information unique to him will work wonders in ensuring his attendance.
The most obvious yet least utilized strategy for personalized videos is email marketing. Given that you’re constantly expanding your subscribers’ list, it’s only fair that you get the most out of it by fitting in your emails a tailored video or two every now and again.
By including them in your promotional and transactional emails, you’re increasing your chances of converting your prospects.
Besides, if your email and video software are interconnected, you can rely on them to pull data about your leads from your CRM platform so that you don’t have to do all the manual labor yourself.
It’s not enough to be posting the same videos everyone else is posting. Not only will this make it harder for your customers to differentiate you from your competitors but it will also show them that you don’t take their personal needs into account when catering your content to them. This is a recipe for disaster.
Instead, you’re better off using video marketing tactics that could be easily adapted to your audience. Here are some of them:
#1 Share what your brand is all about in details
When filming brand videos, don’t shy away from incorporating more details about what you stand for as a company. Current-day consumers are savvy enough to do their research and stay loyal to companies whose values align with their own.
So, if there’s a message you need to convey to demonstrate your belief system, a personalized introduction video or a case study will do the job.
You can also dabble into storytelling — Patagonia is notorious for continuously raising the bar high with its documentary-style videos that take you on a real-life adventure. They perform so well because there’s no product placement but rather a story that keeps your eyes glued to the screen for long periods. Needless to say, the brand is still as relevant as it was decades ago.
#2 Humanize your brand by showing video clips from behind the scenes
A sure way to keep your customers engaged is to invite them behind the scenes. This helps them see your ‘why’ while also building the trust as they get to see the real people behind the company.
You don’t have to share everything to stay relatable — there are ways to pick and choose what parts of the business to show without giving too much away. Offering a glimpse into how the grapes are being harvested for the wine you make or posting a time-lapse of the event setup is sufficient to put a face on your business. Gone are the days when this was considered unprofessional; today this is what customers expect to see.
Take it from J.Crew. Getting inspiration from the ever-evolving Everlane, they’ve started sharing sneak peeks of their manufacturing processes involving pieces from the company’s most popular collections. This gives viewers plenty of insights into what they’re supporting by purchasing the brand.
#3 Feature your fellow customers in your video content
It can be a ‘how-to’ video that helps the new customer better understand how your product works or a testimonial that lets the rest know that what your company has to offer is, in fact, worth checking out.
Featuring those who don’t work for your brand and thus have no bias towards it helps earn trust from the potential customers. It shows that your claims aren’t empty and that people are willing to put a good word in for you. And that’s one of the highest forms of praise that just so happens to fall under the category of word-of-mouth marketing.
Apple did it best with their Apple Watch video testimonial. It’s not just a cinematic clip that’s worthy of a Golden Globe but also an emotion-inducing art piece that consists of narratives from 4 different watch wearers who’ve benefited from the accessory in one way or another. No wonder it draws more customers in.
#4 Maintain customer engagement by keeping your videos short and sweet
If you’ve ever wondered why one video performed better than the other even though it wasn’t as professional-looking, it’s probably because it was too long. This might seem unfortunate at first if you’re trying to pack as much value as possible into one video clip but there’s a way to use this to your advantage.
A study by the Technical University of Denmark found that the abundance of information in the modern world narrows our collective attention span. Coupled with the findings by Microsoft revealing that human attention span decreases by 88% every year, it’s safe to say that no matter how original, long videos aren’t cutting it anymore.
Since the optimal video length remains to be 2 minutes, you should adapt your content accordingly. PandaDoc managed to provide their customers with a brief overview of their service and how it can help eliminate the common issues people have with signing documents; all under 1:10 minutes.
#5 Ensure that your videos are accessible and mobile-friendly
Having accessibility features like captions incorporated into your visual content isn’t a luxury anymore — it’s the bare minimum. The same applies to mobile optimization. With more people choosing to watch videos on their mobile phones instead of laptops, it’s expected that companies adapt to the new format.
To ensure your video content is accessible, consider adding subtitles to every video you make. This can seem burdensome and unnecessary at first, but you’ll see the benefits of this practice in no time. Customers with hearing impairments and those who speak a different language will be drawn to your brand, putting you one level above the competition. It’s an easy win-win.
#6 Dabble into social media and encourage likes, shares, and comments
Instagram, YouTube, and TikTok are all great platforms to use to increase engagement rates and gain new customers. Millions of people worldwide spend over 2 hours on social media daily, so it makes sense to post personalized videos on there.
YouTube, for instance, is considered to be the second-largest search engine after Google. This means that the content you post on YouTube is likely to get a lot of views since it’ll be shown in search results. Sure, the competition is high too, but if you choose SEO-friendly titles for your videos and add captions, chances are you’ll get a good exposure.
Apart from choosing the social media platform that will yield the best results, don’t forget to ask the viewers to like, subscribe and share your video with their friends. It’s a small favor that is proven to work wonders for social media algorithms to keep promoting your content even more.
As you can tell, there’s a strong correlation between a well-strategized video marketing strategy and happy customers who keep coming back. Add personalization to the mix and you’ve got yourself a winning blueprint on how to stand out from the crowd and win people over.
Learn your basics like the type of data you should be collecting, the platforms you can use, and strategies you can implement to reach your target audience and get started on tailoring your video content to the right customer. If you take your time to figure out what works best for your business, it won’t be long before you begin acquiring new clients and building long-lasting relationships with them.
About The Author
Customer Experience Manager at Dixa
Mikkel is passionate about customer experience in every color of the beautiful customer engagement spectrum. He loves building great connections with his customers, which often lead to meaningful friendships that last a lifetime and inspire his work. Driven by the genuine belief that CX is the pivotal force that drives a successful business, he is currently at the helm of Dixa’s customer experience strategy. LinkedIn: https://www.linkedin.com/in/mikkel-andreassen-4603b74a/ Twitter handle: @MikkelVes