The Complete Guide to Personalized Video Marketing [2024]
Elevate your brand with our 2024 guide to personalized video marketing. Unlock powerful strategies for engagement and conversion through video.
Julia Szatar
Julia is the Head of Marketing at Tavus, a developer-first AI video research company powering revolutionary apps in video editing, marketing, sales, and education via APIs.
May 28, 2024

How do you make marketing more personal in an era of complete digital saturation? The short answer: personalized video marketing. 

Personalized video marketing allows you to reach and connect with customers on a deeper,  more human level than ever before. You can now meet customers wherever they are and address them one-on-one–just as if you’re having a real-life conversation.  

This guide lays the groundwork for understanding how personalization can elevate your video marketing strategy, offering step-by-step instructions, practical tips, and clear examples on crafting videos that genuinely resonate with your customers. 

What is Personalized Video Marketing? 

Personalized video marketing leverages customer data to create individualized video content that addresses a consumer's specific interests, behaviors, or preferences. This approach involves customizing videos for different segments or use cases for an audience or completely personalizing content to one-to-one marketing segments, delivering a unique message to each consumer.

These personalized experiences can use the consumer's name, reference previous purchases, recommend products, acknowledge membership status, or any other variable that is relevant to the consumer's relationship with the brand. This helps build relationships with consumers and keeps them buying products or services from your company or brand. 

Companies and brands can use video marketing to increase their overall engagement on websites and social media channels, which can influence sales, click-through rates, and other conversions. 

Personalized Video Marketing Examples

Let’s take a look at some ways you can use personalized videos to supercharge your marketing strategies. 

Upsells & Crossells

upselling from tavus

Upselling is a sales technique where a seller motivates the customer to buy more expensive items, upgrades, or other add-ons to make a more profitable sale. 

You can use personalized videos to offer similar products and services that can enhance the overall customer experience. 

In this case, the above script mentions the customer's name and certain purchase, and then a second product they can learn more about. The link is included in the personalized video to make it easier for the customer to view and purchase the product–within a certain time frame for free shipping!

Explainer Videos

explainer video script

With explainer videos, customers can learn how to use a product, about your services, and your company. You can offer your customers a visual step-by-step guide that shows them how to use your products properly or teach them the benefits of using your services. 

Have an explainer video popup as they go through the product that addresses the user by name and talks them through each new feature. 

Milestone Events

Tavus Milestone video script

Celebrating milestones or any major moments in your business-consumer relationship is a great way to build customer relationships. Try sending a personalized video for milestones like anniversaries, completing courses, making their first purchase, etc. 

Abandoned Cart Reminders

Tavus Abandoned Cart script

Cart abandonment occurs when shoppers add items to their online shopping cart but exit the website without completing the purchase. This common challenge for e-commerce businesses can result from various factors, such as unexpected costs, complicated checkout processes, or the requirement to create an account.

To avoid cart abandonment, you can automatically send personalized videos reminding and encouraging them to finish their purchase. 

Personalized Video Marketing Benefits

Here are some of the benefits that come with personalized video marketing. 

Improved CTR 

Did you know personalized videos have a 41% higher click-through rate than non-personalized videos? 

When customers see that a video is made just for them, they are more likely to click through for more information or follow a call to action. Incorporating the human touch can attract and keep customers interested in your services, products, and brand. 

More Customer Engagement

Using personalized video marketing can increase your overall conversions by 93%. When a video speaks directly to an individual, addressing them by name or referencing their specific interests and behaviors, it creates a unique experience for the customer. 

Customers are much more likely to watch the video and interact with the content through links to take the desired action, such as making a purchase. 

Higher ROI

Personalized videos improve the effectiveness of a marketing campaign by enhancing customer experience, which fosters brand loyalty and encourages repeat purchases. More than 90% of marketers experience a good ROI using video content. 

Moreover, these targeted videos often result in reduced acquisition costs and increased lifetime value of customers as they drive direct sales and promote word-of-mouth marketing.

How to Add Personalized Videos to Your Customer Journey 

A step-by-step guide with tips on how and where you can add personalization to your customer journey.

1. Gather Customer Data

To gather customer data for your personalized video marketing, start by using online tools to track how customers interact with your website and videos. If you have software that offers analytics and insights, take advantage of it! You can direct insights into your customers' preferences, past purchases, search history, and items in their shopping carts. 

Encourage customers to share their preferences and interests by signing up for newsletters or creating accounts on your site. Have them complete surveys after purchasing or take quizzes to understand better your demographic likes and dislikes about your services or products. 

2. Choose What Part of Your Customer Journey to Personalize

Where you meet your customers during their journey can influence them to complete a purchase, purchase more items or services–or have them not purchase anything at all. 

Here are the different parts of the customer journey

  • Awareness: This is the initial stage where a potential customer first becomes aware of a brand or product, often through advertising, word-of-mouth, social media, or a problem that needs solving.
  • Consideration: Once aware, customers consider the brand or product as a possible solution to their needs or wants. They engage in research, compare options, read reviews, and gather information to make an informed decision.
  • Decision: The customer has evaluated the options and decided to purchase. This stage involves the actual transaction where they buy the product or service.
  • Retention: After the purchase, the focus shifts to keeping customers satisfied with their choices. Good customer service, follow-up support, and delivering product quality are crucial to this stage. It's where companies work to encourage repeat business.
  • Advocacy: Customers may become brand advocates if the customer experience is positive. They recommend the product or service to others and share their positive experiences, often on social media or through word-of-mouth. 
  • Expansion: Companies often look to expand their customer relationship by offering additional products, upgrades, or services that complement the initial purchase.

You can personalize every part of the customer journey but know that your personalization strategy will be different for a customer in the awareness stage versus a customer in the retention stage.

For example, a product explainer video can pop up whenever a customer views it to influence their decision. This pop-up video would appear in the consideration part of the customer journey or the stage where they search and look for the service or product. If the customer can see what the product does and how they can use it ahead of time, they are more likely to purchase. 

3. Create Your Personalized Video

Now for the fun part! Choose a personalized video software that can help you record and send your personalized video outreach. You need to make sure this software is scalable–so you can send out as many individualized videos as you need.

Let’s take a look at Tavus! 

Tavus is an AI video generator capable of creating a vast range of individualized videos, from hundreds to millions, each uniquely tailored to a specific viewer. With this technology, variables such as the viewer's name, organization, and segments of the dialogue can be modified to align with the viewer's and their personal preferences. 

The process is simple: 

1. Create a video message for your viewers in your chosen use case, such as product explainer videos in the consideration stage or cross-sell and upsell videos in the expansion stage. 

2. Choose the dynamic variables you want added to the video. This includes the words or the script you'll use in the video, your video background, and special CTAs. With Tavus, the possibilities are endless! 

3. Tavus will generate your videos using input data and the template video that you recorded. The platform’s advanced AI, real-media blending, and best-in-class HD voice cloning and lip syncing make it look like you personally recorded every single video (not just one). Share these videos through your usual marketing channels–Tavus integrates right with your existing workflows and does the heavy lifting for you.

4. To simplify the process further, you can set up triggers that will automatically send a video depending on the action the receiver takes. Let’s say they’ve left a couple of items in their cart. You can automate Tavus to send out a personalized reminder video about those items after the cart has been abandoned for a certain amount of time.

csv tavus

Make your first personalized video with Tavus

4. Determine What Variables to Personalize

Yep, Tavus makes the whole process easy. But, if you’re not using Tavus, you have a few steps to go. 

This next part is where you choose what variables and aspects you need to be personalized besides the customer's name. Location, age, date, purchase, images, and backgrounds are just the tip of the iceberg. 

Depending on the platform you use to create your personalized video content, you may have more opportunities to customize your content. With Tavus, you can generate thousands of high-quality videos, embed CTAs and links, and get personalized preview thumbnails for multiple channels, white-label URLs, logos, and much more!

But remember, if you’re not using Tavus, you’ll have to record a new video for every single recipient at exactly the right time. Imagine how time-consuming that can be when you have a large demographic. You need to run your business, so you don’t have time to review each customer or client and record a video. Employing personalized video software streamlines the entire video creation process so you can take care of other business tasks.

5. Send Your Personalized Videos

One of the most common ways to send personalized video content is via email. Adding videos to your emails can increase your click rates by 200 to 300%. Customers are likelier to click and watch a short video if it's included in the email. You can use that and add videos of your services and other products. 

You can also share personalized video content through professional social media channels like LinkedIn. Instead of sending a cold email, send a “cold video!” Cold videos make establishing relationships with potential leads easier because they can see you and hear you talk directly to them. 

Tavus makes it easy to share your content because the platform can integrate with Salesforce, HubSpot, Zapier, and more to activate personalized videos to be part of your automated workflow. Tavus can easily turn a CSV file into hundreds (or thousands or millions) of videos. It’s that easy. 

Boost Your Personalized Video Marketing Strategy 

Give your marketing strategy the boost it needs with personalized videos. The easiest, most efficient, and most scalable way to do this? 

Tavus. Simply record one video with Tavus and let the AI handle the rest. With best-in-class voice cloning and lip-syncing, hyper-customizable templates, and real media blending, you can send thousands or millions of videos that look and sound just like you. 

Scale your personalized video marketing strategy today. 

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