As we move into 2023, video marketing with personalized videos will become more and more important for brands looking to increase customer engagement individually.
This is why the easiest way to start with personalized videos for marketing is with small target audiences of under 2,500 people. With a contact list this size, it is easier to measure what worked and what didn’t before you scale so that you can make ROI-positive personalized video content.
There are many ways you can do video marketing with personalized videos in 2023, even if you have a much larger audience.
For example, if you run marketing for a subscription business, you can make personalized videos to onboard new customers and achieve higher customer success.
Similarly, businesses that need to explain complex information to clients can make explainer videos with personalization to contextualize this information with data. This will build loyal customers and bring a strong competitive advantage.
Also. ecommerce teams in travel and hospitality can boost sales through upselling and cross-selling strategies delivered through personalized videos by email.
As you can see, video marketing with personalized videos can adapt to many of your marketing and business goals in 2023. Let me share why this type of video marketing with personalization will be a competitive advantage and how to start if you are in B2C or B2B marketing.
What is video marketing with personalized videos?
Video marketing with personalized videos is when a brand uses data-driven videos made for individual customers to promote a product or a service and to increase engagement.
Many marketers wonder how to start with video marketing with personalization since it is one of the main market trends. Thanks to specialized software like Pirsonal, you can make personalized videos online.
This way, once you have made a template, you don’t have to edit the videos one by one, because the software will edit the videos automatically.
The content of these videos is often powered by customer relationship management (CRM) data. Common CRM data used in these videos is the customer’s name, location, or other personal information that makes the video more sticky to the viewer.
In fact, as reported by Accenture, when brands personalize videos, they get tangible results from their data.
Here is an example of a personalized video:
If you are considering personalized videos for your next video marketing strategy, you’ll want to see more examples, case studies, and strategies.
That’s why I wrote another whole article on personalized video marketing. To see many personalized video examples for B2C and B2B marketing, you can read my article about personalized video marketing with examples.
It’s been reported that personalized videos have 16 times higher click-to-open rates and 4.5 times more unique click-through rates than generic videos.
As you can see, brands from many industries create personalized videos for customers using customer data to make the unique videos highly relevant to the viewer and get higher conversion rates
So, in the end, it is like crafting a video ad for an audience of one but leveraging technology to make them automatically so that you have to worry about scalability.
A new type of video marketing driven by data
Video marketing with personalization is often part of data-driven marketing strategies. These digital strategies are becoming more popular among modern marketers due to their effectiveness.
But, what’s data-driven marketing? Data-driven marketing is all about using customer data and marketing analytics to guide your marketing efforts. It’s a super potent way to make sure you’re always pointed in the right direction.
Video marketing with personalized videos, then, is useful to increase engagement and conversion rates using data as your best ally because viewers feel more connected to the video content.
After helping brands like BMW, Zumba, Mini, Peugeot, Accenture, and many others or their agencies, I can say that one of the main key benefits of personalized videos in data-driven marketing is giving individual customers the right context they need to advance in the customer journey.
Then, in order to create effective personalized videos, you need to really understand your target audience and what they are looking for.
Once you have that information, you can create personal videos that speak directly to them and that they will be able to relate to.
However, an easy step for marketing teams and agencies that are considering video marketing with personalized videos for the first time is to simply add the name of the customer in the video.
BTW, if you are from an agency, chances are you want to learn more about how your agency can increase sales by offering personalized video services to new and existing clients.
I wrote an article that explains how agencies can sell personalize video services to clients. Read it to get ideas, understand a bit more about the industry, and how personalized videos work from an agency’s perspective.
Regardless, video marketing with personalized videos will make your marketing more personal and give your brand a competitive advantage.
So keep reading; this way you’ll find creative ways to use video in your marketing plans for 2023 and beyond.
5 reasons why video marketing with personalized videos is important in 2023
In 2023, marketing tactics with personalized videos will be more important than ever before.
There are many reasons for this effective marketing strategy with video.
#1 Personalization is everywhere
People will increasingly embrace personalization and customization in the content you share with them, and videos will be no exception. So, update your content strategy with video personalization!
As your target audience becomes more and more accustomed to tailored content that is specific to their interests, they will begin to demand the same level of customization from their video content in marketing.
No longer will viewers be satisfied with generic, one-size-fits-all videos. They will want videos that are specifically tailored to their interests, needs, and wants as they interact with your brand.
This shift will present a challenge for video marketers. They’ll need to find ways to create personalized videos at scale to target customers.
But those who are able to crack the code–and use the right video tool– will be rewarded with higher engagement, customer loyalty, and conversions from their video viewers.
So it’s well worth the effort!
#2 Video marketing with personalized videos helps brands stand out from the competition
Personalized videos are a great way to stand out from the competition and build deeper relationships with your audience as they advance throughout a marketing funnel.
Simply put, most of your competitors are already using video.
However, since making videos has become easier, marketers need to be creative in how they use them so that they are effective across digital channels.
So make sure your videos attract your audience’s attention and, most importantly, make them take action.
One way to use personalized videos is to create a series of videos that follow the customer journey.
For example, you could create a video for each stage of the journey, such as awareness, consideration, and purchase. More about this later in this article—so keep reading.
This would give your audience a more complete picture of your product or service and how it can help them based on their buyer persona and the more accurate first-party CRM data you gather.
Another way to use personalized videos is to create targeted content for specific segments of your audience for batch email marketing campaigns.
So, while your competitors create one-size-fits-all videos, you go granular.
This could be based on factors such as demographics, interests, or even previous interactions of potential customers with your brand.
#3 Video marketing with personalized videos helps provide a superior customer experience
Video marketing with personalized videos can improve the customer experience in a number of ways. For example, businesses can use personalized videos to smoothly onboard new customers to achieve higher customer success.
It is a fact that loyal customers are more profitable. As reported by Accenture, 57% of consumers spend more on brands or providers to which they are loyal.
When your brand delivers a consistently positive customer experience with personalization, it increases customer engagement.
So, how can you use personalized videos to build a loyal customer base?
Watch the following video that explains a case study about welcoming new clients with personalized videos:
As you can see, this organization personalizes videos to help new customers know how and where to pay for their services.
By providing new customers with a personalized video that outlines the company’s products or services or next steps, businesses can help their customer base feel more comfortable and confident using the company’s products or services.
In addition, personalized videos can be used to provide customers with updates on new products or services, or to answer frequently asked questions.
This type of digital marketing strategy with video will, in turn, help you decrease customer churn and complaints.
By using personalized videos, businesses can show customers that they value their business and are committed to providing the best possible experience.
#4 Video marketing with personalized videos helps brands and agencies be creative in advertising
With personalized video marketing tactics, brands and agencies can target specific audiences with customized messages that are more likely to resonate with distracted buyers online.
Video-based marketing is a form of marketing that uses videos to promote and sell products or services.
Through this social media marketing campaign with user-generated video content, the pizza brand was able to promote the brand’s sponsoring efforts online with a creative approach.
They launched a user-generated campaign where users could make customized videos automatically and easily distribute the video through social media platforms.
Since these customized videos were short, this turned out to be a powerful social media marketing strategy.
Thanks to personalized video software like Pirsonal, you automatically make downloadable videos. Thus, brands and agencies can distribute these videos wherever videos are played.
For example, you can also add personalized videos to optimize email marketing campaigns and get higher click-through rates (CTR).
Watch the following video to learn more about how to optimize email marketing campaigns and CTR with video.
But these types of videos can also be shared through WhatsApp, Telegram, or even through video ad networks to be creative in advertising.
Hence, this type of marketing allows for a more intimate and creative connection with the viewer, and can ultimately lead to more sales and conversions.
#5 Video marketing with personalized videos can be highly effective in driving conversions
Personalized videos can be highly effective in driving conversions and sales, as they offer a level of customization and engagement that other videos or types of content cannot match.
For example, a Pirsonal client and hospital brand. They wanted to accelerate payments and ensure full ticket closure by making sure that every customer was well-informed regarding the final charges for their treatment.
With an ever-changing array of customers that depend on their help to make payments, this company needed to share complex information to help new customers pay online.
So they used personalized videos to get paid faster and provide a better customer experience with video.
I had some fun analyzing the view-through rate of these videos. This is why I also analyzed the video’s content structure and the effectiveness of the video call-to-action (video CTA).
I found that there was a clear correlation between the content of the video, the target audience, and the view-through rate that helped them achieve higher conversions with video personalization.
Here you have the results that led to higher customer success:
- 78% of viewers watched the introduction of the video with variable data. This part of the video also tells the users how much to pay, why, and where.
- 43% of users viewed between 20% and 50% of the online video. This part of the dynamic video tells users how to pay through the brand’s portal.
- 35% watched more than 50% of the video. This means that the content of the online video was sticky enough even when the design was not that appealing.
- 38% of viewers clicked on the personalized CTA displayed in the video. Even when this is a video goal, not all users need to click, as the video also explains where to go to make the online payment right away.
5 use cases of video marketing with personalized videos for B2B and B2C brands
There are many ways brands can use data-driven videos in marketing. Here are some use cases.
#1 Localization in video marketing
Automatically creating customized videos can save time and effort compared to manually customizing each one.
Zumba, for example, has used this process to produce over 600,000 minutes of HD video content in support of their localized digital marketing efforts in 7 different languages.
Some of these personalized videos featured a celebrity in the fitness world.
Their goal is to help instructors gain more traction across many target markets with localized video content featuring the instructor’s country and city.
They have created both video forms, long and short.
Considering that most of these videos were ready in less than two weeks, even when this sounds like a crazy task, thanks to online video technology like Pirsonal’s, any brand can edit and render videos fast and automatically.
Here is the process…
In this case, their branding team designed the videos.
Then, Pirsonal’s Professional Services team created on-brand video templates with dynamic fields for our browser-based video platform.
Then, with Pirsonal’s customized video software, the videos were rendered at scale.
The team also built a custom video landing page with personalization to boost viewer engagement and brand awareness.
Finally, to drive traffic to Zumba’s websites with video, they used Pirsonal’s interactive video player to add personalized CTAs to the videos.
Since Pirsonal renders real videos at scale, these customized videos were shared and uploaded to social media platforms. For example, digital channels like YouTube, Facebook, or Twitter. This is a powerful content marketing strategy as well.
#2 Upselling and cross-selling in travel and hospitality
Personalized videos are a great way to increase customer loyalty, awareness, and sales.
By creating videos that are tailored to each customer’s individual needs, you can give them the information they need to make a purchase decision.
eDreams is a great example of a company that used personalized videos to encourage new customers to buy more before their flight departure.
In the video example above, they personalize the name of the customer, the flight destination, the voice-over, the product that is the best fit for the buyer persona, and images related to the destination.
With personalized video marketing, you can give your customers the attention they deserve and increase your bottom line at the same time.
#3 Holiday marketing and special announcements
Holiday marketing is a great way to build brand awareness. It also helps to reconnect with cold leads.
Take, for instance, BearingPoints. Through a custom site, their staff across different countries could upload a spreadsheet to make personalized videos automatically.
Each video was ready in a manner of seconds. Then, the videos were sent by email. These emails were also personalized, taking into account the sender’s data and language.
Since Pirsonal provides a developer platform and a personalized video API, creating custom video apps and workflows is easy.
#4 Personalized videos from celebrities
We can find another example of personalized videos in what Mitsubishi Sweden did for the brand’s anniversary.
They made personalized videos featuring a sports celebrity. They combined this approach with a smart direct mail campaign to move offline leads to a digital CRM.
This is what they did…
They sent a direct mail campaign featuring a personalized URL.
Customers would open the URL and find a personalized landing page.
They embedded Pirsonal’s interactive video player on that landing page so that customers could see the personalized videos.
The landing page also had a lead generator that users could submit to get a free book from the celebrity.
The results? It was the best CRM campaign launched by the brand to that date.
#5 hotel marketing
With the right anticipation, this loyalty pays back. Like Casa Dorada Resort.
In this case, the hotel made personalized videos as part of its pre-stay strategy. The goal was to help customers buy more beforehand and know more about the hotel’s exclusive services.
We can all agree that brands are increasingly looking for ways to differentiate not only their offering but also the way they serve their audience.
This is because customers are busy with generic video marketing content. As a result, they are craving something more personal which now video offers.
With marketing with personalized videos, brands can take customer engagement to the next level. As a result, when a brand does video marketing with personalized videos, it is more likely to boost lead and customer engagement.
At Pirsonal, we help busy marketing teams to start with video marketing with personalized videos in a simplified way. Need help? Request a personalized video free trial or contact a personalized video partner that will walk with you today!