Part of a series on what is going to happen with online video in 2019. Sign-up now to make sure you don’t miss out.
What is personalised video and why should I care?
Video is already a powerful marketing tool so something that can enhance it further should to be taken seriously.
Personalised video is exactly what it sounds like. Video content that is personalised for the viewer. This can take many forms from including personal details that are specific to them to containing information that is pertinent to their interests.
Why does personalised video work?
If you wonder how powerful its potential is just think about all of those Netflix recommendations (if you watched this you’ll love this), or Amazon suggestions (other people looking at this item also bought…) that follow you around online. They work because they personalise your online, shopping and viewing experience.
Think about the last time you were in a crowd and someone shouted your name. You turned round as a reflex only to find that they were looking for someone else.
Personalised video has been around for about 4 – 5 years at this point and has had some impressive use cases. Given the huge success of personalised campaigns it may be surprising to some that it has not taken off and become a mainstream tool.
Simply put there is nothing like getting sent a video that is clearly about you. I still remember the first time I saw my name in a thumbnail.
What is holding personalised video back?
This is a simple question to answer. Personalised video, in its traditional form, is not cheap. Although the ROI can be potentially huge it still involves a reasonable amount of cash up front.
Big companies have used it really effectively but most SMEs can’t afford to take the risk.
The results on videos like this can be huge as the viewer feels truly cared for and connected to the company. The downside is that a video needs to be produced by specialists, and then each personalisation of the video costs money to be rendered.
Once produced the prices for sending this to either email lists or to people that have just filled in a form are not huge (pennies per video) but they can add up over time. It is this that has kept personalised video out of the mainstream… until now.
Why is 2019 its year?
Over the last couple of years a new type of personalised video has emerged. One that is much simpler, much cheaper and in some ways more personal.
Simply recording yourself using a phone, webcam etc. and sending that video directly to customers allows you to create quick and short personal interactions.
Companies like BombBomb started off focussing on videos like this for real estate but have since diversified. They make it easy to record, share and measure the success of videos you send.
Over the last year or two this type of personalised video is being made more readily available with Vidyard Go even offering it free with a browser extension. Wistia are also offering similar capabilities with a little more complexity and features with their Soapbox product. Even HubSpot have built it as an option into their CRM.
It may take a little getting used to but being able to send personal videos to clients can drive traffic, increase engagement and improve results.
If you want to be successful in 2019 consider using personal video to connect with your viewers on a deeper level.
A word of warning
Not everyone feels natural in front of a camera. Not every camera produces the same quality of image. Audio quality is still important. To be successful with this type of video I still recommend you either follow guides to filming yourself to get the hang of it, or speak to a video specialist. At Smarter Video we want you to get results out of your video and are always happy to consult and help make sure you have the right setup internally to produce your own content.
For more information about Smarter Video take a look here.
Please get in touch and let me know what you would like to learn or read about.