Our musings on making video personal
When marketers first find themselves diving into the world of personalized video marketing with us they often come up with a myriad of questions. What is marketing personalization? How do you create personalized videos? What is a personalized video scene library? What is real-time video rendering? Is interactive video the same thing as personalized video?
We always try to answer each and every question as thoroughly and simply as possible, but sometimes the concepts within the answers are so foreign that the answers themselves don’t fully stick. This is because the language of personalized video marketing can often feel like a completely foreign one. So, we decided to put together a list of some of the most important terms that you should know in order to be set up for success when you embark on your personalized video marketing journey.
Every marketer knows that personalization at scale can’t be done without some form of automation technology. So, let’s first start with a few key ingredients to any truly personalized video.
Scene Library – A composite of scenes that can be arranged and rearranged to address specific topics according to the needs calculated by the end viewer’s data. Scenes libraries are a key component in making personalized videos dynamic and scalable; without them scenes aren’t modular and videos are stuck with their traditional linear format.
Real-time Video Rendering – The process by which a computer processes data and information to produce and display a video in the very moment the play button is pressed. With real-time rendering, personalized videos are as relevant and up-to-date as they can possibly be. This means that no last minute updates or changes are missed in the information reflected within the video.
Once you start to understand the technology needed to properly produce and execute personalized video marketing programs at scale it’s time to start breaking down the different moving parts of an actual personalized video.
Data – Of course, every personalized video starts with the data, but what exactly does data mean when it comes to personalized video marketing? The answer is that it varies depending on your data structure, scene planning, and goals. A good overarching definition is information collected on consumers tied to their behaviors. Data can be structured or unstructured, and it can come from you, a second, or a third party. The amount of data you have and the level of organization its in greatly affects the ease at which a personalized video can be built from it.
Scenes – The next step in creating a personalized video is planning out your scenes. Scenes are individual portions of a video that are tied to a specific topic or goal. These portions are often comprised of multiple data points, and are built to accomplish a very specific objective that is one step toward reaching the overall goal.
Stories – The final piece in creating any personalized video program is putting together the stories. Stories are overarching messages conveyed to the audience, made up of relevant scenes which correlate back to goal(s). Personalized videos can be made of a single or multiple stories, and stories can be portrayed as many times as needed across a customer’s lifecycle.
The final piece of the puzzle when discussing personalized video marketing is to distinguish the different types of personalized video and to figure out which one is best for you.
Dynamic Video – Reactive video that is able to change or shift according to the viewer’s data in real-time. This type of video is the general term for what a one-to-one personalized video is, and is made possible with the above components. When you have multiple modular parts backed by powerful, scalable technology video can become a living, breathing thing that changes in the moment just like the viewer. All personalized videos are dynamic, but not all dynamic videos are TRULY personalized.
Interactive Video – Interactive video is customizable video that blends interaction with linear storytelling by including clickable areas that can lead in multiple different directions. This type of personalized video puts the personalization in the hands of the viewer by allowing them to pick and choose the information they need in that moment. Still powered by a scene library, this technique can be extremely engaging and more suited for certain situations.
For even more definitions and insights into what all goes into creating an effective personalized video marketing program check out our Indispensable Guide To Personalized Video.