How Video Is Driving The Future of Customer Communications

Marketers have been turning to video for years to overcome the challenges of text communications. Video is more memorable, shareable and engaging — and people love it. It accounts for the vast majority (over 80%) of all consumer internet traffic.

But video technology is changing. Previously, brands used video mainly to communicate big messages. Think of splashy branding campaigns or ad spots to raise awareness. Because video is expensive and often hard to produce and update, it rarely found its way into day-to-day customer communications.

Not so anymore. Video doesn’t have to be generic for a broad audience. It can be timely, interactive and deeply relevant for current and prospective customers. This promotes not only new sales but also retention, which is increasingly critical for your bottom line. Indeed, customer retention has surpassed acquisition as the focus for many marketers during the pandemic.

Here are three ways video is poised to revolutionise the world of customer communication.

Interactive Video To Drive Conversions

If you want to drive conversions, your content needs to be actionable. Video is no different.

In the past, this meant text might display on the screen or the voiceover might state the call to action. Now, videos can be interlinked with the web so consumers don’t need to search for the CTA. They can click to check out, set up a meeting and more, all right from the video.

Creative marketers are not limited to a button either. Any element on the screen can be actionable, allowing viewers to select items to browse deeper. Combine this with customer first-party customer data, which lets you share the most relevant offers, and upselling and cross-selling potential skyrockets.

But as Interactive Video takes off, this won’t be just for sales. Already, brands are also adopting it for customer service. You can let customers self-serve for common issues. Even if you don’t know exactly what your customer needs help with, they can select their concern in the video to get a personalised answer for their specific situation. And it’s delivered in a visual format that’s easy to understand. Videos become a dialogue rather than a monologue.

This slashes calls to call centres and provides customer support when and where people want it — 24/7, on demand (and often on their phones). This is all part of the ongoing evolution of digital communications: putting customers in control so they get what they want when they want it.

Auto-Updates for Evergreen Videos

If you talk to marketers about the challenges of creating video, money and time are the top two concerns. You either get an agency or a team in house to work long and hard on the perfect production, and then in a matter of months, it seems like it’s already out of date.

Videos that can’t adapt don’t work for customer communications. They work for advertising where the message doesn’t necessarily have to change. When you’re talking to customers, however, the message is never one-size-fits all. It must be relevant at the 1:1 level and up-to-date with the right information.

Ebook

Discover what video marketing trends are quickly gaining traction

Personalised Video, which has grown in popularity over the past several years, is part of this. Brands can automatically generate unique videos for every customer at scale — even millions of customers — guaranteeing that content is right for that individual. But new video tech now allows video to adapt in real time based on the viewer’s context and changes in the world around them. So the same customer can see a different video, depending on where they are, when they watch, and what they’re watching it on.

What does this look like in practice?

Remember our shoppable video from above? Now that video is linked to inventory so products can include price, availability, even estimated shipping to the customer’s city (because the video can detect your location).

Even better, the same video automatically updates with new data. If something is out of stock, another product displays. One video can have infinite variations, a game changer for video marketing ROI since it limits your investment to one data-rich video while enabling unlimited returns.

Customisable Videos for UGC and Viral Distribution

Want your customers to share branded content? Let them put their own twist on it.

Video personalisation puts your customer in the centre of the story. We’ve seen it directly influence behavior (like increasing retirement savings by a whopping 78% when customers received a video from their future selves). But user customisation takes personalisation a step further by letting the customer choose what they want to see in their video.

Directly from the video, users can make changes, depending on what the brand lets them customise. It can be changing text, uploading media or choosing from drop-down options. For retail, this means customers can design the product they want, generate a custom video instantly, and share it with their friends. For hospitality, it means they can create a showreel of their recent trip and share it with their followers. For gaming, it means players can handpick their top wins and — you guessed it — share it with the world on social media.

Want to turn your customers into brand ambassadors? Use video. It spurs 12x more shares than text and images, according to Forbes.

click to tweet

Click to Tweet

This effectively turns any customer into a brand ambassador. And it’s powerful. Video spurs 12x more shares than text and images, so giving your customer this kind of tool increases your ability to reach their network.

Video customisation isn’t all fun and games. It’s also a way for customers to input what they need and get answers in real time. For example, prospective customers can input what they need, such as insurance coverage requirements, and get a bespoke quote, delivered instantly in a new video. It’s like an online app in video form.

A New World of Customer Communications

As the world gets increasingly digital, the need for a human touch isn’t going away. When it comes to customer communications, video is the gold standard because it allows for a visual, immersive and personalised experience. And with new innovations in the world of video marketing, video is more relevant than ever before.

Interactive Videos that automatically update based on the latest data are becoming the new standard. Video-driven communications will not just shorten the path to conversion. They will underpin retention and brand loyalty, turning customers into creators and fostering deeper relationships between brands and buyers.

If you’re ready to see what Interactive Video can do for you, we should talk.

Schedule a Call

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
post

Subscribe to Our Newsletter

Explore More Content

Related Articles

5 Quick Tips for Getting Started With Personalised Video

5 Quick Tips for Getting Started With Personalised Video

When it comes to creating real connections with your audience, Personalised Video is a powerful tool. But like any tool, you need to use it the right way for it to be effective. If you’re just dipping your toes into the world of Personalised Video, we have a few tips to share from lessons learned over the past decade-plus of working with clients in a range of industries, ranging from higher education to hospitality. Some of the biggest perceived hurdles to getting started with Personalised Video involve time, money, and where to get all that data. We’re here to help. Read on for five (easy) Personalised Video tips you need to know now. 1. Right-Size Your Personalisation Personalisation isn’t one size fits all. What works well in one industry may not work in another. Case in point: Your bank certainly knows your account number, but that doesn’t mean you want

Read More
How To Make Interactive Videos: A Practical Guide

How To Make Interactive Videos: A Practical Guide

Interactive Videos are on the rise when it comes to digital content, and it’s a trend that brands need to be paying attention to. According to the latest research, 79% of consumers are interested in receiving Interactive Videos from brands, with the demand most strongly driven by Gen Z and high-earners. Going beyond the traditional passive viewing experience, Interactive Video kicks things up a notch by allowing viewers to actively participate and engage with the content. Whether it’s clicking to learn more about a product or even customizing a video’s storyline, interactivity lets you make choices, explore different paths and influence the narrative of the video. This advanced technology is on the rise across industries, with financial brands among the first adopters. So what’s in it for businesses? Here are a few benefits that interactive content can provide for your video marketing campaigns: Increased engagement. By letting viewers make choices,

Read More
7 Tips for Making Personalised Videos for Emails

7 Tips for Making Personalised Videos for Emails

It’s not easy to stand out in an overcrowded inbox. As effective as email marketing can be, it only really works if you’re able to survive that cutthroat inbox sweep. With so many emails coming in every day, consumers have become more and more brutal when it comes to deleting emails they aren’t interested in. So what can you do to stick out from clutter and capture your audience’s attention? Incorporate Personalized Video. A whopping 81% of consumers want brands to use video more. And yet 70% say they rarely or never receive video content from brands. Additionally, consumers are 3.5x more likely to be interested in Personalized Video than not. You know what that means? There’s a huge opportunity for brands like yours to stand out by delivering what consumers crave. Personalized Videos in emails have the potential to significantly boost customer engagement, increase click-through rates by up to

Read More

Download the Report

See more of the data and findings in the full report.

Thanks for downloading!

Your copy of our 2023 State of Video Technology consumer study has opened in a new tab.

Request a Call

Leave your details below, and our team will contact you ASAP to show you what Personalised Video can do for you.