Gone are the days when brands can rely on a single video and hope it will appeal to their entire audience, using generic content for mass appeal. Now, with users regularly seeing custom-for-them videos regularly on Facebook sharing birthday messages, their top fans, and their best memories from a year, consumers are expecting more personalization.
Considering the sheer amount of video content flooding the feeds, personalization is the way to make sure that your ads stand out and are memorable with your audience. They can also increase social shares, getting you more visibility, and help you make a bigger impact that can lead to more sales and improved customer loyalty.
What Does Video Personalization Look Like?
Personalization, of course, can be a little tricky. There’s a lot of work involved, and there are different levels of personalization. In this post, we’re going to take a look at how you can create high-converting Facebook video (organic and ads!) that are personalized in the best way.
Personalization at a base level can just mean creating ad campaigns that are tailor-made to very specific niches within your audience so that your video ads resonate with them.
Video ads are like apples and oranges. As an example, you could have one ad created for busy moms tired of cleaning up a baby's mess, one for pet owners who have dog or cat hair everywhere, and one for dads who like tinkering around the house. Each video will resonate more will each individual audience, increasing the likelihood of a conversion.
You can go further, though, and offer true personalization. Think about those videos lets say that Facebook creates every so often, sharing just-for-you videos, showing you how many birthday messages you got and your profile picture with a birthday hat. These are obviously difficult to do at scale… but not impossible.
If you remember the Coke ad campaign they did with names on their cans, they promoted their product as a community-builder, but people saw their own names (or the names of someone they cared about) and wanted to go find them in store. Personalized = high converting, even though coke was only doing something that magnets and keychains at tourist traps had been doing for years. It helps people see themselves in a way that relates to your business, and it didn’t require true video personalization.
How to Create High-Converting Personalized Facebook Video Ads
Creating high-converting Facebook ad video campaign based in personalization can be overwhelming. It’s a big, involved process, and you want to make sure you get it right. Let’s go step by step through the process of creating one of these campaigns so you can jumpstart your own.
1. Take an Audience Interest & Make It Scalable
Before you start trying to find quick ways to personalize an ad, it’s important to understand what types of content your audience will want to see on a Facebook video (organic or otherwise). Someone running a pet store, for example, might consider that people want to see videos that remind them of their own pets. You can show dog owners clips of dogs, and cat owners’ videos of cats.
You can even get specific, opting for content that’s breed specific. If we’re selling pet food to dog owners, see how this idea could become scalable and personalized:
2. Consider How You’ll Target These Users
When it comes to personalized videos, it’s important to understand how you’ll be showing the right content to the right people. In our example above, it wouldn’t exactly make a ton of sense to be showing a boxer owner the video of a Bernese mountain dog.
Something more generic, like our dog food example, however, can be a little easier to target. You can target by interest, or retarget based on certain actions your audience has taken. If they’ve checked out a page for breed information and recommendations, that’s a good one to choose. You can also use your database of information if you have any; you could ask new customers, for example, what breed of dog they have and then use custom audiences to reach segmented audiences.
3. Use Flexible Video Templates to Offer Personalization at Scale
After you’ve decided what you want to create and how to get in touch with your target audience, you’ll gather the raw video clips and images as needed. This can include free-for-commercial use stock photos if needed. Then it’s time to actually assemble the videos themselves, and the trick here is to use flexible video templates that allow you to swap out images, video clips, and/or text as necessary. This allows you to create a general video for the purpose and then swap out a video of the Labrador instead of the boxer and the text to match. It’s quicker than creating entire videos, and still gives your content that polished look that comes with background music, seamless integration, and special effects.
Social media users have higher expectations for video content. They want engaging, personalized, and even interactive content that feels tailor-made just for them. Fortunately for all marketers, there are a few ways you can offer personalized content that suit specific niches of customers without having to actually Facebook stalk and create videos for each individual one. Ultimately, having a solid strategy from the get-go and the right tools in place will make a world of difference.
tags: #video, #marketing, #socialmedia, #facebook, #branding