In today’s digital age, the average individual devotes a staggering 84 minutes per day to online video consumption. Yes, you read that right—every single day. With such a vast amount of video content being consumed, how can your brand ensure it doesn’t get lost in the shuffle? The answer lies in personalized video marketing.
In this beginner’s guide, we delve into the world of personalized video content and why it’s the breakthrough strategy your brand needs to capture attention and make a lasting impression. Let’s dive in!
What is Personalized Video Marketing?
Why Use Personalized Video?
Given that 87% of companies incorporate video in their marketing strategies, it is unsurprising that 90% of individuals engaged in video marketing perceive a surge in competition and marketplace saturation.
Furthermore, why is personalized video marketing worth exploring?
Bringing together personalized marketing and video marketing, personalized video marketing proves to be an effective strategy.
Despite 85% of the American online audience engaging with video content, a striking 93% of internet users expressed dissatisfaction with the lack of tailored marketing communications they receive.
Personalized marketing capitalizes on the prevalent medium, video, to enhance interaction, boost conversion rates, increase click-through rates, and achieve other desired outcomes.
Where do Personalized Videos Garner the Most Attention?
The utilization of personalized video is not restricted by specific guidelines regarding timing and context; the options are limitless. This tool offers the potential to enhance outcomes across various stages of the funnel, encompassing sales, marketing, and customer success.
There are numerous opportunities available for integrating custom videos into your current marketing and sales strategies.
● Personalized Video Email
Utilizing personalized videos can significantly enhance the effectiveness of your email marketing efforts. By incorporating personalized videos into your email marketing strategy, you can boost email conversions when sending out event invitations or updates on products and company information.
Incorporating video emails as part of your email marketing strategy has demonstrated effectiveness in boosting both open rates and response rates. This approach aids in capturing interest and establishing trust with potential clients by adding a personal touch to your interactions. Sales representatives have noted favorable outcomes on conversion rates when integrating video content into their sales processes.
● LinkedIn Direct Video Message
Personalized video marketing and LinkedIn are a perfect match. As a hub for professionals, LinkedIn has surged in popularity, particularly with the rise of remote work. Sales reps frequently leverage LinkedIn for networking and research. With the Vidyard Chrome extension, sending video messages on LinkedIn is effortless. Simply record and send directly through the message composer. Plus, you can share videos from your Vidyard library on your personal feed, in messages, or on company pages.
● Account-Based Marketing Strategies
Engaged in implementing an account-based marketing (ABM) initiative? Equip your sales personnel with the tools to successfully engage with their key accounts using personalized videos distributed across various channels. Integrating video into your ABM approach offers diverse touchpoints due to its adaptability.
Also Read: 7 Video Marketing Tools You Should Know About in 2024
Best Strategies/Practices in Personalized Video Marketing
Implementing these best practices can enhance your connections with your target audience throughout the buying journey, all while being cost-efficient and effective.
- Repurpose existing content with video promotion: Breathe new life into your blog posts, whitepapers, and other marketing materials by creating personalized videos to showcase them.
- Personalized invitations to events: Send tailored video invitations to events, conferences, or seasonal sales, complete with customized tickets or coupons.
- Introduce new offerings with video: Reach out to prospects with personalized videos whenever you have exciting announcements about new products, services, or features. 48% of consumers express a desire for videos to mirror the products and services they own or are interested in, while 43% prefer interactive videos that grant them control over the information they access and when they access it.
- Maintain customer connections with video: Use personalized videos year-round to show appreciation for loyalty or motivate customers to achieve their goals.
- Share videos on customer-preferred channels: Deliver personalized videos via email and social media to capture your audience’s attention, boost engagement, and foster relationships.
For optimal results, direct all traffic to a dedicated post-click landing page featuring personalized video content to maximize conversions.
No need to feel overwhelmed marketing a smaller or niche business—implementing effective personalized video marketing strategies can be manageable. By following these best practices, you can personalize your video content and messaging to build awareness, engagement, and conversions.
3 Examples of Video Personalization for Your Marketing Strategy
Breast Cancer Now, a distinguished research and care organization, introduced the renowned fundraising initiative known as Wear it Pink. This annual event takes place on October 21st every year and has been a long-standing tradition for over twenty years, accumulating a total of £37 million raised thus far.
The concept of wearing pink to support breast cancer awareness is simple but impactful. Getting involved in advocating for breast cancer research and assistance is uncomplicated. Annually, the organization initiates the #wearitpink social media drive to enhance awareness and unite individuals. In 2019, personalized video messages were distributed to individuals who actively participated in the hashtag.
● Personalized Video Marketing Example: UNICEF
When it comes to making you care, UNICEF is the expert. As the leading UN fund dedicated to aiding children worldwide, UNICEF offers a unique opportunity to engage with their work through personalized videos.
Users are encouraged to reminisce about their youth and create a timeline video by selecting three memorable moments. Through this process, they can explore the connection between UNICEF and their upbringing.
● Personalized Video Marketing Example: Spotify Wrapped
Spotify’s AI-based recommendation system, known for its “Made for You” feature, receives great acclaim due to its ability to help users explore music that aligns with their preferences. The intricate balance between innovation and relevance in algorithmic recommendations has always captivated my interest.
Similar to modern streaming platforms, Spotify emphasizes customization. Its tailored user experience fosters a sense of exclusivity, making users feel as though the app is personalized solely for them.
Spotify introduced the Spotify Wrapped initiative in 2016, which has since become a recurring yearly event. Users can access a tailored video showcasing their data insights and overviews of their engagement on the platform. This feature encompasses the most frequently listened to musicians and songs, intriguing statistical data, and the user’s preferred music genres.
Final Thoughts
Personalized video marketing has emerged as the cornerstone of modern marketing strategies, redefining the way brands connect with their audience. From its ability to create immersive and tailored experiences to its impact on customer engagement and conversion rates, personalized video content has proven to be a powerful tool for captivating and resonating with target demographics. As marketers continue to adapt to the evolving digital landscape, the allure of this marketing strategy remains undeniable, offering endless opportunities for creativity, storytelling, and genuine brand-consumer connections.
Embracing the potential of personalized video content opens the door to a world where brands can craft compelling narratives, evoke emotions, and leave a lasting impression on their audience. This dynamic journey of personalized video marketing is a testament to the transformative power of visual storytelling in shaping the future of marketing.