The pandemic was a catalyst for digital evolution, creating a boom for the global e-commerce sphere as increasingly savvy consumers shifted from in-person to online-transactions. 

Although this created a seamless purchasing experience for the end user, brand-customer engagement has much room to evolve. One of the greatest challenges faced by businesses today is developing an affinity with customers and securing long-term brand loyalty. Now, to elevate the consumer experience, businesses must look to extend their personalised services. 

In the third quarter of 2022, social media giant TikTok raked in over 1.5 billion monthly active users, all thanks to the app’s secret weapon; its algorithm. The algorithm works by putting personalised videos in front of users based on previous content they have interacted with. As a result, UK adult users reportedly spend an average of 49 minutes per day on the site. 

While personalised video and TikTok are of course different in many respects, this demonstrates the true value of personalised video and messaging for keeping users actively engaged and coming back for more.  

So, how can your business capitalise on the rise of video messaging and create a personalised experience that captivates your desired audience?  

Spoiler: you don’t need to join TikTok. 

BT’s Personalised Video is a cloud-based service powered by Idomoo that enables companies to merge high-quality video with relevant data points. This means that companies can produce tailored, digestible video content for distribution across large audiences at exceptionally high quality. Content can be consumed using any internet-connected devices, at any time – whether on the move, or at home.

Personalised Video works by integrating a customer’s personal profile and data into a video template, making the message as compelling and useful for your customer as possible. Videos are embedded into the optimised player and distributed to target end-users to watch the video content. The campaign and interactions are then analysed with businesses presented with tracking metrics and a selection of statistics for analysing consumer video interaction. 

The analytics tool provides real-time, custom reports that summarise various usage behaviours within specific campaigns, or across multiple campaigns. This can range from how long audiences watch the video, to click-through rates, and even lead-conversions. 

Investing in this interaction helps your enterprise stay ahead of the game for curating content that positively impacts audiences. From there, a reliable rapport can be built that enables the customer to feel connected to your brand, while your business can gain richer, more accurate insights into target audiences’ preferences.

Using Personalised Video, enterprises can retain control of their web presence and applications to decide the best way to use and deliver dynamic video content. It’s armed with a robust API that enables independent communication with different systems, pulling campaign data to provide a deeply personalised experience.

We live in a digitalised society, and marketing methods have since evolved towards more direct messaging across email and social media platforms. Digital communication is king for creating more relatable commercial messaging that speaks to different consumer groups.

Businesses need to consider the true value in the adoption of fresh communication methods. They say old dogs can’t learn new tricks, but traditional means of communication cannot be overlooked for pairing the old with the new and distributing Personalised Videos. SMS messaging is now 30 years old, yet open rates for text message marketing campaigns remain at 98%. This doesn’t necessarily guarantee engagement, but understanding the delivery methods that resonate best with your audience will optimise campaigns.

On top of this, businesses can use existing methods of distribution, so you can always retain control of Personalised Video distribution strategies.

When it comes to the issue of inbound deflection, customers contacting brands often face a multitude of blockers. These can come in the form of long hold times, automated phone menus, language barriers and needing to repeat information to get hold of the relevant customer services line, only to be redirected to email instead. It’s an antagonising cycle that can sever customer-brand ties completely. 

Through Personalised Video, brands can centralise and streamline communication efforts and proactively deliver information your customers need and want, in a format that’s easily consumable. This is useful for explaining particularly complex products and services, such as pensions or insurance, in an understandable way. 

It’s also valuable across the consumer cycle, such as new customer onboarding, where first bill queries can generate many calls. By delivering information clearly in video format, call times at helpdesks can be markedly cut down. As a result, customer confidence can be boosted, elevating trust in your brand. 

The opportunity that Personalised Video presents is invaluable. Customising offers to individuals will fuel a greater number of consumers taking up your offer or clicking through for more information, with the potential for conversion rates to increase significantly.