Personalised videos are at the top of the list of client engagement tools this year. Many companies have successfully used personalised videos to engage customers, increase sales and social media followers, and improve email open rates.
There’s a scientific explanation for why personalisation is so popular: A University of Texas study found personalisation plays into our desire to control something. It also made the person more open to advertising because they felt involved in the creation of the video. With the average consumer being bombarded by over 250 marketing messages daily, creating personalised videos is an effective way to cut through the clutter.
Personalised videos have already been embraced by the super industry with many super-funds now delivering their statements as videos. Universities, telcos and insurance companies have also enjoyed the wow factor delivering personalised letters of offers, invitations to open days and orientation week, first bill explainers, quotes and on-boarding videos.
Let’s look at the personalised super video statements in more detail:
For the last 3 years Unisuper, one of Creativa’s clients, has been using personalised videos to encourage their members to open their superannuation statements. Historically, fund members found it difficult to read these statements.
The solution was to craft hundreds of thousands of personalised video statements (one for each fund member) with detailed information on fund balance, contributions and fees and a very targeted call to action based on the member’s history with the fund. The videos also featured a balance evolution chart and colour scheme selected for the member’s age.
The portal login rate almost doubled when members were told of the video statements in their emails and over 85 percent of members who pressed play to watch their video statements watched the entire 90-120 seconds video. Customer satisfaction with statements also improved with many members saying the videos helped them understand their statements. Click through rates were higher for those emails with the video attached. The video the client explain a complex topic in a better and more relevant way using text, graphics, audio and video components to break down the jargon.
With over 90 percent of marketers in favour of individualising marketing messages and people preferring to watch videos over other forms of communication, personalised videos are set to become the most effective way to engage with your audience.
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Try this personalised video and see one in action!