Imagine receiving a video from a brand that speaks directly to you rather than a generic audience. Seamlessly incorporating your name, preferences and even past interactions, it’s a message that’s not just relevant and engaging but interactive and customisable.
That’s all possible with customised video, which combines video and data to create a one-of-a-kind viewing experience for every customer, at scale. It’s the ultimate CX solution — a must-have tool that can help businesses stand out and make a personal connection with their customers.
But how does it all work? And what can it be used for? This guide will paint a clear picture of what customised video is, why it’s an effective tool for marketers and how you can leverage it to elevate your marketing campaigns. Let’s get started.
Customised Video, Explained
Put simply, customised video is a dynamic video that’s tailored to individual viewers. Think of it as the opposite of a traditional static video, which delivers a one-size-fits-all message to a broad target audience.
Customised video uses data — such as demographics, customer activity or transaction history — to create personalised experiences for each viewer. Where the data comes from and when it’s incorporated into the video creation process depends on your preferred approach.
For instance, businesses can use existing customer data to create customised video before presenting them to the customer. By tapping into data sources like CRM systems, social media or website interactions, they can create unique videos that are tailored to each viewer.
This goes beyond just plugging in the viewer’s name. Text, audio, images, scenes — all of these elements can be customised for a specific person. And rather than it being a painstakingly long process of handpicking each detail, with the right platform, the process is automated and scalable.
Now let’s see it in action with a video example. Custom-made for “Felicia,” this bill explainer features only the most relevant information about their monthly statement, including the total due, auto pay date, service period and charges.
With so many customised elements in the video, you can easily see how each scene can be tailored to a specific viewer’s situation. Rather than just getting a generic guide, the customer receives an explainer video that breaks down their bill, reducing confusion and increasing customer satisfaction.
Pro tip: Clickable call-to-action buttons, like the ones in the above video, are a must-have for driving engagement and conversions.
Empowering User-Generated Content
Besides customising the video themselves, businesses can also opt to put the power into the hands of their audience. Interactive functions can be added to allow viewers to customise their videos themselves. This means they get to actively participate in shaping the content and make choices that impact the narrative or outcome of the video.
Real-time customisation opens up a world of possibilities. Consider a quote calculator where viewers can input their information and receive personalised pricing or terms, all in the form of an exclusive video.
The mortgage calculator below is a great example. By inputting their first name, home value, loan amount, credit score and loan term, viewers can generate a dynamic video detailing the terms available for refinancing. Try it for yourself in the video below by clicking the lightning bolt icon in the player.
This customisable approach not only provides tailored information but also encourages users to take action. Brands looking to improve user engagement and conversion rates can add a similar customisable video tool on their website or landing page, offering visitors an immersive and informative experience.
Another potential use case for user customisation is with recap videos. Whether it’s a year-in-review campaign or a monthly highlight reel, these videos showcase all the benefits, memories, milestones and more that your customer has enjoyed with your brand.
Take this video by Activision for its Call of Duty players. Highlighting brag-worthy stats like number of kills, assists and hours played, the recap not only sparks excitement for the game but is also something players would want to share with friends online, improving customer loyalty and brand reach.
Now imagine a recap video where viewers have a say in what stats are included. With customisation options, they can select what to include, edit text or even upload their own media, all from within the player. With each input, the video dynamically adjusts, creating a personalised narrative that reflects the viewer’s unique customer journey.
By inviting users to actively participate in the content creation process, Customised video not only enhances customer engagement but also inspires a sense of ownership and investment in the brand that paves the way for advocacy and promotion.
Whether it’s through content tailored by the brand or Interactive Videos co-created with the viewer, customisation offers an innovative way for businesses to engage, delight and drive results.
How Customised Video Drives Results
The world is filled with ineffective marketing messages. According to a recent survey, 70% of U.S. consumers say they receive mistargeted ads at least once a month, with 24% saying they receive them daily.
Tired of irrelevant marketing, it’s no wonder that consumers value customisation so much. A majority of consumers (67%) believe it’s “important, very important or extremely important” for brands to tailor messaging to their needs — even before they purchase from the brand for the first time.
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Against this landscape, customised video stands out. Its use of personal details enhances satisfaction by ensuring a relevant customer experience. It also inspires brand loyalty by demonstrating that the brand values its customers individually. And when customers feel understood and valued, they’re more likely to engage and remain loyal over time.
The numbers back this up. According to a whopping 95% of surveyed marketers worldwide, personalised marketing strategies have proven successful, with top benefits being improved customer experience, increased customer retention and increased revenue.
Here at Idomoo, our own clients have seen real results from customising their communications. These include:
- 10x higher engagement
- 9x conversion uplift
- 3x sales uplift
- +27 NPS points
Whether it’s guiding new customers with an onboarding video or persuading potential customers to take action with a sales video, brands can significantly enhance their marketing efforts with customisation. By delivering video content that speaks directly to the viewer, Customised Viideos catches and keeps their attention, ultimately boosting engagement, click-through rates and conversion rates.
Maximise Your Impact With Customisation
Customised video resonates on a personal level, delivering tailored content that captivates audiences and fosters meaningful connections. But to start, you need a reliable video platform to bring your vision to life.
That’s where Idomoo comes in. Our Next Generation Video Platform empowers you to create high-quality, Customised video experiences that resonate with your audience, driving customer engagement and conversions like never before.
Ready to take your marketing to the next level? Reach out to get started with us today.
