The Power of Personalized Video Marketing: How To Connect With Your Audience

While short-form videos are the key to modern marketing success, not every video resonates with consumers and other businesses. Personalized video marketing lets you spotlight each individual viewer's unique preferences and needs, boosting your conversion rates and brand loyalty. 

Discover how personalized videos are revolutionizing the marketing landscape. 

What Is Personalized Video Marketing?

Personalized video marketing customizes video content for each person, whether they're a current client or a potential customer. Personalized videos often include customized text, visuals, and product information based on available user data. 

This type of marketing strategy takes your efforts a step beyond generic videos that target broad audiences and demographics to focus on each individual viewer's unique interests. For example, a personalized ad for a streaming service may include brief clips of movies that the viewer would be interested in based on their previous watch history.

Definition and Core Concepts

Personalized marketing videos take many forms, from videos with customized text to interactive games. Even with this diversity, though, most personalized videos align with the same core marketing concepts: making the viewer feel seen and heard.

Business videos traditionally are impersonal and generic, given the time it takes to make them. Consider how many outdated, cliché training videos you've watched throughout your career. Personalized video marketing can exceed expectations that customers didn't even know they had with immersive, informative experiences. 

Current Industry Trends

Companies are adopting personalized video campaigns in various ways to appeal to their industry's unique needs. Examples of personalized videos in different industries include:

• Custom welcome videos: Banks and other organizations greet new members with customized videos that include their names and unique account details. 
• Showcasing product history: Online shopping platforms use customers' previous purchases to highlight complementary products or products they may buy again, such as dog food. 
• Videos with user stats: Many platforms track interesting user data, such as their top songs, video game achievements, and number of hours spent on an app. Platforms such as Spotify present these statistics as shareable videos, encouraging viewers to post the videos across social media. 

How Does Personalized Video Marketing Work?

Creating personalized videos isn't too different from other production processes but adds a few extra steps at the end. A professional production team can streamline your processes and help you achieve the best possible final product for your video production marketing budget. 

Content Customization Techniques

While it's technically possible to individually create unique videos for every client, most teams now use video personalization software to streamline the customization. These programs let you create fixed video templates that the software then modifies based on users' information. This is similar to how bulk email tools automatically complete each unique greeting after you type "Dear [NAME]."

For example, take streaming service ads that highlight movies and shows based on users' interests. Most of these videos still follow the same format. To personalize them, the software only modifies what is shown on the TV screen in the ad and the audio played during those moments, keeping all other details the same.

Similarly, a customized welcome or user statistics video may have a fixed background and presentation order, but much of the text and audio may vary. For instance, Spotify Wrapped reports users' top songs, artists, and listing habits and makes auto-generated comments accordingly. It also plays music overtop based on the user's listening history, the details currently being presented, and the songs that have already been played. 

Data-Driven Personalization Strategies

While video-making is certainly an art, you shouldn't upload professional videos just because they look cool. Your video marketing strategy should be driven by data and customers' needs. Consider your consumers' preferences, interests, and buying habits, along with what makes them choose your organization over other options. This may require extensive market research and social insight strategies. 

As you share both personalized and generic videos, track each video's success and engagement using various metrics, including:

• Conversion rates: How many direct sales or conversions does each video lead to?
• Link clicks: Unique page links track how many times people visit a webpage from a specific source, such as an email campaign. 
• Views: How many people viewed your video? Beyond that, how many people watched your full video, and how long did the average viewer watch it for?
• Likes, comments, and shares: These details can help you gauge people's overall reception to your videos. 

Benefits of Personalized Video Marketing

The benefits of personalized video marketing include:

• Increased customer retention and loyalty: Personalized content shows each customer or client that you care about them individually rather than just seeing them as part of a larger demographic. Using personalized videos in customers' emails, messages, and home pages can make their experience feel more immersive and encourage them to stick around. 
• Enhanced engagement metrics: Appealing to each individual viewer creates an emotional connection that drives engagement. For instance, a customer may share a personal marketing video about their unique stats, and a potential customer seeing this video may be more likely to listen to its call to action (CTA).

Tools and Software for Creating Personalized Video

Personalized video marketing typically requires you to adopt multiple tools to achieve your goals. To start, you'll need basic editing programs to craft dynamic videos. From there, you'll need personalized video marketing software to learn more about your audience and develop each person's unique video.

Video Editing Software

Video editing programs, such as DaVinci Resolve and Adobe Premiere Pro, let you create high-quality videos in various file types. While specific features vary, the best software allows you to juxtapose clips, clean audio, recolor, and add graphics within one easy-to-use timeline. You can quickly export your videos and go back and edit them whenever you need. 

Some projects may require specialized and often pricey software, especially if you're using animation or original music. Fortunately, an experienced video production company already has these tools available year-round. Partnering with video professionals expands your project's possibilities and gives you access to many types of editing software. 

Integration Capabilities

Beyond generic video editing, you'll also need software for meeting your marketing goals, including:

• Data analytics and social listening: Data-focused apps use information from your company, customers' habits, and social media to gauge your organization's overall perception. This helps you hone in on what's most important to your audience when determining your personalized marketing strategy. 
• Personalized video marketing software: These tools let you easily integrate personalized content, such as text and images, with your generic videos. They typically render in real time, immediately providing potential customers and clients with personalized content. 
• Generative artificial intelligence (GenAI): An increasing number of organizations are now using AI-powered software to improve their personalized videos, such as by adding a voice-over that mentions the customer by name. 

B2B vs. B2C Video Strategies

When developing videos, always consider whether you're using business-to-business (B2B) or business-to-consumer (B2C) marketing strategies. B2B marketing targets other professionals, such as subcontractor services or business software. Meanwhile, B2C marketing focuses on individual consumers.

Personalized video campaigns can benefit both B2B and B2C marketing in different ways. A personalized welcome video can start your partnership with another business on the right foot, while personalized ads spotlight each consumer's exact needs. 

B2C and B2B marketing strategies also overlap in many ways. For example, a remodeling company may advertise to regular homeowners, landlords, and commercial property owners. Personalized videos can make both businesses and customers feel seen and recognized, building trust and retention. 

Tailoring Content for B2B Audiences

Personalized videos naturally take more time and effort than generic videos, especially if you don't use AI or other automated tools. While this dedication isn't typically worthwhile for individual B2C sales, it can significantly boost your B2B initiatives.

Personalized B2B videos immediately show other businesses the level of effort they can expect to see from your company. They can also emphasize your organization's greatest advantages, such as the ways you can meet each business's exact needs.

Best Practices for Personalized Video Marketing

The right personalized video strategies for you will be based on your organization's unique audience and marketing goals. 

Effective Storytelling

Establishing an emotional connection with viewers creates a bigger impact and makes your brand more memorable. Many of the best marketing videos focus on stories to drive connections and illuminate your business's motivations.

Examples include:

• Previous customer satisfaction stories
• The ways you adapted to specific industry changes
• B2B case studies
• The reason your company was founded

Implementation Guidelines

Implement your personalized videos strategically based on your current marketing needs. Consider the best places for viewers to see their customized videos, which usually don't include social media. For example, many companies send out personalized video email marketing to retain customers and clients. You may also integrate personalized videos into your website, such as within specific product pages. 

Get Help With Your Video Content

At Charter & Co, we produce success-focused videos that meet your unique business goals. We're here to help you through every stage of production, from scriptwriting to the final render. Get in touch today to create your personalized video marketing strategy.