Video - Personalise it! Relevant messaging to drive actions

Video - Personalise it! Relevant messaging to drive actions

2 minute read

What is so great about video?

Video is quickly becoming one of the most important formats of online media. 45% of people watch more than an hour of Facebook or YouTube videos a week, one third of online activity is spent watching videos, social video generates 12 times more shares than text and images combined, and viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

So why do I need personalised videos?

Personalised video goes even further. The statistics gathered by our personalised video technology partners really drive this point home. Personalised videos have an average 73% video completion rate, caused a 24% increase in people responding to calls to action, and 88% of their viewer feedback has been positive. So, not only are more people seeing and absorbing this information, but they’re more likely to interact afterwards and take action. These statistics are equally powerful if we break them down for purely pension and employee communications. Pensions communications using personalised video have seen a 30% increase in the rate of saving, whilst similar employee communications have seen 50% of viewers responding to the call to action.

Viewers don’t want to dig through content to find the bits that matter to them. Personalised video does all of that work for them. It allows people to passively absorb only the information that counts. This is a much more engaging prospect as I, the viewer, know that everything here is for me and I won’t have to spend a long time deciphering which bits I need.

How do they work?

Personalised videos are a great way to engage people and drive them to take action. The videos are created with placeholders for data that draw in the relevant information for each member, creating a personalised video. The videos can be designed to provide, or take out, extra scenes for certain groups. This might be because the information isn’t relevant for them or the scene is based on an action they’ve already completed. The dynamism of the audio is equally important, providing a seamless and fluid conversation, speaking directly to the viewer.

That’s great, when would I use personalised video?

Personalised videos can be used across a vast landscape of communications. I’ve only explored a couple below, but there are many more.

Personalised videos are brilliant for Benefit Statements and Total Reward Statements. They can use animations or combine live action with infographics to display the figures that matter most to you, speaking directly to you about your finances and perks. It can also be of great use in initiatives like behavioural change. The new values and behaviours you develop are unlikely to translate the exact same way for someone on a production floor as it does for someone in a marketing team. Personalised video could be used to break your messages down for each of your teams by the viewer’s division and role. This allows you to create personalised targeted messages for the different parts of your business whilst maintaining your core message throughout.

If you’re thinking about this for educational purposes, the same principles apply to interactive video (like Black Mirror’s Bandersnatch). Here, you can ask for a decision to be made based on a certain scenario. The viewer can then see the result of their decision, and can go back and make a different decision if the answer is unsatisfactory. This way they learn to make better decisions for themselves in the long term. You can do all this whilst only sharing scenes or scenarios that are directly relevant to the viewer’s role in the business.

Or, you could use personalised video to cross-sell related products. For example, after a sale the user is sent a video showing an overview of their purchase and the billing structure. This video draws on information you hold about that user to add in extra scenes, marketing other relevant products the user may want to consider. The important part here is to remember to include calls to action on the landing page, making it as easy as possible for the user to continue to take the actions suggested in their personalised video.

So, how do I get the best out of my personalised videos?

Firstly, you need to keep it short. It seems obvious that the longer the video the less likely people are to watch the whole thing. But, did you know that there is a huge drop off in engagement for videos after two minutes?

Again, this may seem like teaching your granny to suck eggs, but if you’re making a personalised video, don’t forget to personalise it as much as possible! You also have to get their name on screen and on audio as early as possible. This signals that the video has been personalised for the viewer, and immediately draws them in.

Given each video will only be seen by one person, make sure you’re speaking directly to them. The more personal (as well as personalised) the experience the more likely people are to interact with it.

Finally, never forget the core message behind your video. If you want viewers to take action, don’t just ask them to, make it easy. Provide click-throughs so they can take action immediately after they’ve finished the video. If viewers have to work it out themselves they’re much less likely to take action.

At Ferrier Pearce, we think personalised video is a fantastic communication tool. It’s especially powerful when you’re sharing bespoke information that might otherwise be quite dry and unengaging. Give us a call if you’d like to talk about how personalised video can help you engage your viewers, your employees, or your members.

 

Video - Personalise it! Relevant messaging to drive actions
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Francis Grabowski
Francis Grabowski
Francis focuses on engaging employees at all levels and changing their behaviours. Before joining FPCG, he was a Culture Analyst at a boutique corporate culture agency.
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