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Along with other savvy tactics like personalization and automation, video is how the smartest marketers overcome the challenge of increasing reach and engagement in our current environment of constant media overload.

Personalization is the differentiating factor. As you digitize and automate more of your customer communications, a natural step in scaling, personalizing that content keeps the company and client relationship feeling human. It allows you to address audience members as individuals, which is why digital companies with large inventories like Netflix and Amazon have seen so much success with this tactic.

Both companies feature highly personalized recommendations in as many touch points as possible, from their websites to email, to create tailored experiences for their millions of customers.

Here’s how you can use the two together to make more of an impact with your content.

  • CS

    Chery Schmidt

    over 1 year ago #

    Hey Erik! What a great reminder for all of us on how effective personalizing our video's content can be the breakthrough that our brands need. I have to agree I do LOVE those video's that FaceBook puts together for us, yet really never gave this much thought before! That was a perfect example of Personalized Video Content HUH? This post was a much needed kick in the but for me..
    Thanks for sharing..
    Chery :))

    • EE

      Erik Emanuelli

      over 1 year ago #

      Is it me, or we're seeing more and more videos as a marketing strategy, lately?
      I guess a video is a more powerful weapon than a single image....

  • LS

    Lisa Sicard

    over 1 year ago #

    Wow Erik, that's very interesting how Nike used their customer data to send our personalized video's. I've finally started doing more video and a did a batch last Friday and added the captions along with them to start using. I hadn't thought about email until I read this one, thanks for the tips on video and how to make them more personalized than ever before!

    • EE

      Erik Emanuelli

      over 1 year ago #

      Hi Lisa, thanks for sharing your views.
      I was amazed by the stats shared in this post:

      - 82% of Twitter users watch video content
      - More than 500 million hours of video are watched on YouTube every day
      - Almost 50% of internet users look for videos related to a product or service before visiting a store.

      This makes me want to finally start recording videos and add them in my marketing strategy!

  • JH

    Joy Healey

    over 1 year ago #

    Interesting post about the use of videos in marketing. I have to confess I dislike watching most marketing videos. I prefer to READ marketing messages so I can skim to the bits I find interesting and relevant and cut the waffle that you so often find in long marketing videos. I also have the attention span of gnat for videos and if it's longer than about 4 minutes I'm asleep :-)

    Perhaps I'm over-exposed to the "make money online" videos where "experts" feel the need to extol their own virtues for half an hour before they get to the meat of the offer.

    So, thinking instead of buying a product or service, my general dislike of videos would probably change for a personalised video (such as described in the Nike campaign). I also enjoy the Facebook personalized videos, so I think personalisation would tip the balance and I would watch those videos. Haha - very self-centred :-)

  • PV

    Philip Verghese Ariel

    over 1 year ago #

    Yes, the post speaks about a wonderful truth!
    The trend here to stay is visuals and images, as the saying goes, "An images can speak a thousand words"
    Yes, a visual image or video can do wonders! Especially a personalized video can do a tremendous job in engagement.
    Thanks for sharing this timely piece.
    Keep sharing.

  • DG

    Dana Gore

    over 1 year ago #

    I've had a couple of people respond to me (regarding blog content) through a personal video message and it made an impact on me. Short and sweet, but it stood out in a positive way.
    I can certainly see this being effective in marketing and relationship building.

  • LR

    Lorraine Reguly

    over 1 year ago #

    There has never been a truer statement than this: "As video marketing matures, adding personalization is how you can keep it fresh and create a memorable and unique experience for your audience. " I completely agree with this!

    I also found it funny that the ad I saw pop up on this article was actually a video. LOL

  • MN

    Mymagicfundas Nirmala

    over 1 year ago #

    Adding personalization has a great value! I used to do the same for my content marketing. However, it is great to know that the personalized videos can bring a major impact on the brands. I too would like to make the videos for my blog marketing and yes, I'll keep the things in mind what the author - Jai has told. Thanks for sharing a great article with the community, Erik, it was a great read with amazing stats.

  • NK


    over 1 year ago #

    Hey Erik,

    This is indeed a great post on video content. I have also seen a great results of other marketers who are using videos. I am also thinking to start creation of video content but still I have not created any videos. Looking forward to start video creation and marketing soon!

    Thanks :)

  • RC

    Ravi Chahar

    over 1 year ago #

    Hey Erik,

    I am a regular Twitter user, and I can tell that people are more interested in watching videos than reading tweets. Even the GIFs work better. When you have a personalized video, the audience wants to connect with you.
    Thanks for sharing with us.

  • BP

    Brenda Pace

    over 1 year ago #

    Amazing what kind of impact personalized video can have on consumers and your brand. For me, it brings the brand and the person(s) behind the brand to life. It makes them appear "real" and engaging. I can't believe the stats on how many people are watching video though. Maybe I'm the exception to the rule. When surfing the web, I'll opt to read before a video. However, let me see an engaging video commercial on tv and I'm all over it. I saw an article recently with said Vlogging will be the new Blogging. Could be something there, eh? Great read, @erikemanuelli !

  • MH

    Mark H

    over 1 year ago #

    This could be huge, and mainstream, if apps like Idomoo open up as SaaS for everyone - not just enterprise.