Our musings on making video personal
Often when we meet with a new customer, we hear things like, “This is great! Let’s include an individualized video in every email we send.” Or “I showed an individualized video to my CMO and we want to use it in other departments now, too.” It’s not surprising – individualized video engagement is cool and exciting, and brands want to use more of it. While we love to hear that, we also want to ensure the grounds are set for successful performance. Sometimes it’s a case of less is more to maintain focus.
When launching a video-powered experience strategy, our team is entirely focused on delivering success for our customers. It’s in our DNA. We spend considerable time getting in-depth with our customer’s team to define the desired business goals, individualized video use cases and program setup to ensure we’re positioned to best deliver success.
These are the main factors – out of many more – that we consider when designing a successful video-powered experience strategy:
Define the Use Case. The highest performing use cases provide relevant and individualized education, explanations or recommended next actions. They combine at least three out of the below five criteria:
Prepare for execution. Once we identify great use cases we focus on delivering the most successful program possible. Based on more than 100 launched programs, we’ve determined the most successful ones share three characteristics:
When we get it right with individualized video, our customers sometimes find the results hard to believe. It isn’t uncommon to outperform goals by 500 percent or more, but achieving such results takes a focused and deliberate approach. We’re ready if you are!