3 Brands Who Illustrate the Power Of Video Personalization
Power Of Video Personalization
Author: Larry Lubin, September 25, 2018
Which of the following messages sounds most “human”?
“Our service has helped 1 million people invest money and 75% of our customers have stuck with us for more than five years”.
“Hey Angela, over the next two minutes, you’ll learn how to invest your money with minimal risk, time and effort.”
If you picked the second option, you’ve already proven the power of video personalization. While the first message relies on vague statistics to sway a viewer, the second message, which is an example of personalized marketing, serves as more of a conversation starter.
Marketing your product or service should sound and feel like a friendly and informative conversation, not an overt sales pitch. After all, everyone (including marketers like yourself) would rather be treated like a person with a real name, not just a potential dollar sign.
Lessons To Learn From Successful Video Personalization Messages
You’ve read all the stats, case studies and articles on why video marketing is the future. You know that the combination of imagery, sound, and voice-over narration engages and increases audience retention far better than a run-of-the-mill blog article.
But what you might not know is how personalization can take your videos to a whole new level. We’ve even got some examples to prove it.
Video Personalization Example #1 – BlueBiz
A corporate loyalty program for various airlines around the world, BlueBiz has demonstrated the creative potential of personalized video. A promo video from the company which premiered in 2013 immerses the viewer in a first-person POV that captures a day-in-the-life experience. In this case, the video is customized for a viewer named “John”, which seems to have been created for his birthday.
The use of a first-person perspective and the incorporation of his name throughout the video gives John a sense that he is important and valued by the brand. This stylistic addition illustrates the nature of a customer loyalty program- to reward those who have stuck with a brand for many years.
Video Personalization Example #2 – Barclays
Barclays, one of England’s largest multinational investment banks also experimented with video personalization. Barclays’ video adopts a straightforward and conversational style featuring a lead who explains their loan program. Throughout the video, the viewer’s name (in this example, “Claire”) appears throughout various parts of the video to give the impression that their goals have already been fulfilled.
We don’t have the exact stats on this video, but we know for sure that it would have been far less effective if it wasn’t personalized. Why?
The lifestyle that “Claire” wanted to live wouldn’t have seemed as real or possible if her name wasn’t written on the things she wanted, or if the lead didn’t actually address her like a real individual. This corresponds with a general statistic which says that personalized videos have a 35% higher retention rate than non-personalized ones.
Video Personalization Example #3 – Nike – “Outdo You”
Nike has always had consistent success with their high-octane, action-oriented T.V. spots and videos. But with their “Outdo You” campaign, not only did they switch up their visual style, but they also added a more personalized touch.
The video uses animations reminiscent of a pre-WWII cartoon, and summarizes the viewer’s year of fitness accomplishments, reminding them of their “personal bests”. Even more motivational is the encouragement the viewer receives toward the end where they’re told what to conquer next. Nike was able to create 100,000 of these unique videos, and the campaign marked a drastic yet inspiring departure for the brand.
Takeaways From These Three Videos
Personalized videos translate to higher engagement and retention rates than most other types of video.
They can work for any industry, product/service or audience.
They can take on multiple formats ranging from animation to first-person video to an explainer-style video.
Personalized videos don’t need special or advanced techniques to acquire customer info.
You don’t need to sacrifice creativity or originality for the sake of personalization.
With our Individeo platform, you can create your own personalized videos which can send your engagement and conversion rates through the roof.
Video Personalization: Where Two Best Practices Converge
You know that video content is one of the most powerful ways to engage an audience. The stats show it. But you also know that personalization can strike a chord with customers in a way that no other form of marketing can. So why not do both?
The two-pronged approach that is video marketing can send your customer click-through and retention rates skyrocketing. More importantly, it can differentiate your brand from competitors who strictly rely on old-school video tactics.
Since 2003, our tools have helped the top North American financial institutions, including wealth, banking, and insurance, to create empowering and competitive digital financial experiences. We’re revitalizing financial tools and services to help your customers make active financial decisions with absolute confidence in your products.
Larry Lubin is founder of BLUERUSH and has over 30 years of experience providing strategy and solutions to many of North America's leading financial firms. Many leading applications for financial institutions were developed by Larry and teams he has worked with throughout his career.
As CEO of BLUERUSH, Larry is providing a much needed vision for a new age of FINTECH bridging the realities of legacy and the regulatory environment with unlimited possibilities through advancement in digital technology to empower the consumer. BLUERUSH is a digital solutions company specialized in financial service and healthcare solutions.