Imagine you’ve gone to the movies to see a Hollywood blockbuster. While waiting in line, you’re updating your Facebook when up pops a message with a video. It’s your favourite actor who’s in the movie with a personal message just for you! Sounds futuristic?
Personalised videos are on the list of marketing trends to make it big in 2016 and some companies have successfully used these to engage and interact with their customers, increase sales, improve email open rates and social media followers.
There’s a scientific explanation for why personalisation is so popular with human beings. 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 this clutter.
Recently global giant Amazon revealed it was testing personalised videos on its website and intends to show short videos to customers who had expressed interest in products, results of the testing haven’t been revealed yet.
Theory in action
Personalisation has delivered in terms of dollars and other benefits like customer loyalty for some companies. According to Digital Trends, 73 percent of customers like shopping with those retailers who use their information to offer them a relevant shopping experience.
Recently, one of Creativa’s clients decided to use personalised videos to encourage their members to open their superannuation statements. Historically, fund members found it difficult to read these statements because of a lack of understanding, ignored them because they found them boring and complicated hence missing many important announcements related to their accounts.
Creativa embraced the challenge by crafting 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 a colour scheme selection based on the member’s age.
Portal rates logins 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 whole 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 and it helped 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 next big thing and a personal message from Ryan Gosling may not be too far off after all…