So here’s what we know: Personalization is the rage. People expect brand content to be tailored for them. They want something relevant and relatable.
In fact, 80% of consumers say they are more likely to buy from brands who offer personalized experiences. And one of the best ways to deliver this is by using consumer data to craft your video strategy.
And I get it — doing personalized video content can seem daunting, right? It's a lot of assets, and it's a lot of time. But it doesn’t have to be.
Today, we're going to talk to you about how you can deliver the right message at the right time in the right context (the holy grail) using video — a powerful strategy for any brand marketer.
Here are a few different ways you can go about it.
First thing that comes to mind is the YouTube Director Mix tool. Using this, you can create multiple layers of creative and messaging, and serve up different combinations based on a person’s behavior or context.
For example, if your audience is the adventuring type and you place ads on videos related to outdoor activities, you can actually swap in creative that shows, say, a different landmark in the background based on their geographic location of the person watching.
Another way to leverage data to craft your video strategy is to look at who actually makes up your audience, and use that for creative direction.
Based on demographic data, you can create video content that is more representative of your actual customers. This can inform everything from the types of stories you tell to your approach to casting, that way your audience can actually see themselves in your videos.
You can also use data to determine where your customers hang out online and where they typically engage with your brand. This way, you can determine where best to place your ads. This is a cost-saver, too, since it helps to avoid wasting money on channels that won’t deliver.
And at the end of the day, video marketing is just as much about making connections as it is about selling something. When you can take what you know about your customers and use it to create something that really resonates with them, you’ll be that much closer to solidifying those connections into lifelong loyalty — and isn't that the goal?
If you want to learn more, stay tuned for our next video, where we’ll be going over the ins and outs of creating dynamic video ads.
Until then, be well!
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