Making personalised videos is a fantastic way to impress your customers and build a long lasting relationship. These videos are customised for individual viewers. Companies are able to create these videos by incorporating personal elements like the viewer’s name, job title, photo, company, or logo into the video that will be watched.
Your audience will see their names or photos within the video, with a message dedicated to them. This touch of personalisation offers an element of surprise and dedication, and can definitely help them feel closer with the company.
3 reasons why you should create personalised videos
1. Personalised videos are more engaging for your audiences
According to Wordstream, videos are able to get 1200% more shares than text and photo posts combined.
On top of that, 81% of marketers think that the increase of customer engagement is the main benefit of real-time marketing. (DemandGen)
Personalised videos allow you to do something that other videos cannot do: communicating to your audience at the most personal level, with their names and message right in the video.
It is more challenging technically, but leaves a much stronger impression and definitely more engaging than static content.
2. Personalised videos can help increase your conversions
Including video content in a landing page can boost conversion rates by 80%. (Unbounce)
However, if you are able to use personalised videos the right way, they can be a more effective way of increasing your conversion rates.
You are more likely to get conversions for emails that include personalised videos as people will retain video messages better (95% of the content) as compared to plain text or static images (10%) (source). It also won’t just be any type of message, it will be a message that is customized just for them.
3. Personalised videos get to strengthen your relationship with your customers
A research by KoMarketing shows that 98% of marketers say that personalisation helps advance relationships with customers.
Your effort in creating this type of videos will let customers know that they are appreciated. You take the time to understand who they are, what they care about, and put that in a video for them. This appreciation will help to improve brand loyalty, credibility and help you to cultivate a strong relationship with them.
A Step-by-Step Guide to Creating Great Personalised Videos
A video production process is split into 3 phases: pre-production, production and post-production.
Step 1 – Review the personalisation engine or software that you will use to create your personalised videos. You will need it to incorporate the personalised elements into the video. You should check where you can place these elements and how often you can show them.
Step 2 – Once you know where and how often you can use them, you can now include the parts which will use personalised elements in your script and storyboard. Writing a script is important for you to finalise the dialogue in the video and crafting a storyboard is needed to visualise the shots and frames of your video.
You should make sure that these are parts that will have some importance to the story which can entertain and surprise the viewer. You should also remember to make the personalised details make sense in the story and also be clearly visible in the video.
Step 3 – The production stage for personalised videos are similar to how videos are being made except for a few instances. Because you are making a personalised video, there should be a focus on the shots that will include the personalised element of the viewer.
This means you have to make sure that you always get clear shots of the objects that will include the personalised elements like their name, logo, or company name.
You should use close up or medium shots for the personalised objects that will just fit half of the screen while you can use wide angle shots for larger objects that may fill up the screen.
Step 4 – After shooting all the necessary footage for the video, an editing team will double check and review all the shots, especially those that include personalised elements.
Step 5 – The video can now be edited to make sure that everything that will be personalised is clearly visible and noticeable in the video. This is also where editors will add the necessary animations or graphics that are needed to enhance the video.
Step 6 – Once the editing team has finished editing, processing, and rendering your personalised video, you can now upload the video to the personalised video platform of your choosing.
Experts’ tips to make the most out of your personalised videos
1. Personalised introductions and product demos
You can work with the sales team to create a video for your potential customers. These videos will not just introduce your company, but also a sales agent that they can speak to if they want to learn more about you.
For customers that have already taken an interest in you, you can send them personalised product demo videos that can include their name. These videos can demonstrate how your product will help achieve the specific goals your viewer has.
Here is an example which can act as a personalised introduction and also a product demo.
2. Send the video to your subscribers
Personalised videos can maximize the potential of your email marketing campaigns because of the added element of personalisation. Having these personal details allows you to elevate your interaction with your customers.
While you can simply add their name or their company in your email text, it can be more engaging and effective to show this personalised information through a personalised video in the email.
Here is an example of a personalised video that has specific offers for a customer:
You can also use a video content management system to manage your distribution.
3. Event invitations
Using personalised videos can also be a great help when you are sending out invitations to a company event, seminar, webinar, or conference. You can easily personalise a video invitation by including the name of the invited guest.
This may seem like a small gesture but having an added layer of personalisation can help you create a deeper and more fruitful connection with your attendees even after they have attended your event.
4. Be efficient and succinct in communicating your important points.
Your personalised videos should be engaging all throughout its duration whether it’s just a short invite or a bit longer like an explainer. While there isn’t a standard limit for time, a good time to target is at around 90 seconds to 5 minutes which will depend on how complex your product is.
It would be best to immediately hook your viewer with your most important point and show them the personalised parts of the video so that you can have their attention at the start.
5. Always remember your call-to-action.
For personalised videos, you should remember to include a call-to-action so that your viewer will be aware and encouraged to perform the action that you want them to do.
You will miss a big opportunity if you don’t provide viewers with clear instructions and the necessary links that will let them move towards the next step of your campaign.
To summarize everything, creating personalised videos for your customers is one of the best ways of connecting and creating strong relationships with them. However, you should know where you can use them and how to make them properly so that you will get the most out of these videos.