By Pankaj K Arora
Ever feel like your inbox is a battleground for attention? Between endless emails, promotional messages, and social updates, important messages can easily get lost. But what if there was a way to make sure your messages and pop-ups stand out and get noticed? Yes, we are talking about hyper-personalised video messages in your inbox. Hyper-personalised video can transform the way brands interact with their customers. A campaign last year with a prominent automotive brand yielded an 11x increase in engagement with the target audience compared to previous campaigns. E-commerce/D2C platforms can use them to nudge customers who’ve abandoned carts and we have seen more than 2x RoAS in results. By tailoring the message to each individual, these videos offer precise value to each consumer. When you provide the relevant information the user was seeking, that too in an easy-to-consume format like video, the communication doesn’t feel like spam or ads, and instead gets received as value addition.
We’re bombarded with generic content all day. Personalised experiences, however, not only grab our attention but also offer value to us. Generic content may feel invasive and spam-like if the user doesn’t find it relevant. Targeted marketing has been capitalising on personalisation for conversion already. Hyper-personalised videos take this a step further and help build a deeper connection with the audience. Imagine a short video popping up in your inbox, not just showing you a generic car, but a car you were looking for, a car in your budget, even featuring you. It could be a quick clip of yourself driving the dream car, on the roads that you plan to drive on. You can vicariously live that excitement. Such excitement is incredibly difficult to ignite via generic videos.
The impact of hyper-personalised videos is undeniable. First, they offer enhanced communication. When it comes to conveying brand messaging, nothing quite compares to the power of audiovisuals, especially when presented in vernacular language. And when you add personalisation into the mix, the impact is elevated. Second, they amplify brand equity. These videos contribute significantly to building brand equity by forging deeper connections, increasing relevance, enhancing memorability, differentiating the brand, and boosting perceived value.
While hyper-personalised videos are currently in their nascent stages, they possess vast potential. In India, numerous industry verticals, spanning BFSI, travel and hospitality, healthcare, e-commerce/D2C, real estate, automobiles, IPL (for fan engagement) and more, have already launched GenAI-based hyper-personalised campaigns. As technology advances and becomes more affordable, it’s not far-fetched to envision a future where the majority of brand communications are enhanced with such videos.
The author is co-founder, Whilter.ai