The Case for Video Personalization

Transcription

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2 The Case for Video Personalization

3 Transform your engagement

4 Personalized video INTRODUCTION Personalized video is video content that is designed to share personal communications with your audience. By utilizing data in a secure setting, personalized video can include important information specific to your viewers including names, dates, financial information and more. Hiker has been using personalization in video for the last three years. It's a video format that has a significantly better completion and action rate. Most of the adopters of the format are banks and insurers who have account holders, but personalized video is ready to move beyond to retail, health, consumer goods, and entertainment. EXPANDING MARKETS: ecommerce, TRAVEL, ENTERTAINMENT, CAUSE MARKETING

5 Personalization works Personalization is already being used widely in campaigns, to great success. PERSONALIZED S: 6x 29% 41% Produce transaction rates that are 6x higher than non-personalized s 29% more likely to be opened by recipients than non-personalized s 41% higher click-through rate than non-personalized s.

6 Video works PERSONALIZED VIDEO: 96% Video in marketing can increase click-through rates by over 96% 75% Video in an introductory campaign can lead to a 75% reduction in subscriber opt-outs 80% Video on landing pages can increase conversion by 80% 85% Visitors who view product videos are 85% more likely to buy than visitors who do not

7 Personalized video works best PERSONALIZED VIDEO: 87% Personalized video has an average 87% increased click-through rate vs traditional 73% Viewing rates are over 73% vs generic video, and the majority of viewers watch the video until the end. 600% Live action personalization can increase click-through rates by as much as 1100% and click-to-open rate by almost 600% compared to a control group.

8 Why it works Seeing / hearing your name instantly pulls you in. Audiences are much more invested right off the bat Content is tailored to be 100% relevant to the viewer Campaigns are triggered by data, so informaaon is Amely Opportunities in Personalization HOW PERSONALIZATION IS BEING USED: Onboarding new customers Keeping exis>ng customers informed Thanking donors Data driven internal communica>ons Sharing socially Ac>va>ng users around a causey

9 A Few Best Practices in Personalization

10 Best Practices in Personalization SAY + SHOW IT Personalization should be seen and heard. Hearing the voiceover in a video say your name is a powerful moment. By recording just the top 1200 most common names in your database, we can often account for 95% of any given audience. DEEP PERSONALIZATION MAY NOT BE OBVIOUS Personalization doesn't just need to be eye catching - it should also be relevant. Beyond just names, campaigns can be personalized based on use case, products, and audience. Think deeply about how to best tailor your message for each viewer. THINK ABOUT PRIVACY. DON T BE CREEPY The technology we use to create personalized videos is created to be completely secure. Sensitive data is protected throughout the process. But for viewers, seeing some types of personalized data may come across as unsettling. Consider the user experience before including things like home address or SSN in your messaging.

11 Sample Use Case: Sam's Club 686,182 50% s sent open rate 120,709 unique views (36.3% of opens) 45% esamated CTOR (149,573) 74.7% 22.5% CompleAons (97,999) CTA Clicks (27,107)

12 Next steps Assess your data. What data do you collect? How might you utilize that data to personalize your messaging? Examine upcoming communications campaigns. Which campaigns in the next 12 months are most crucial? Are there any campaigns designed to share important information with your audience? Consider outcomes. What are your biggest pain points? What KPIs would indicate a successful campaign? A reduction in calls to your call center? Higher enrollment in your online platforms? An increase in donations? Personalized video can help drive better outcomes.

13 Personalized Video Portfolio For a portfolio of selected personalized video, visit

14 Thank you.