Think about your favorite small business—maybe it’s a local coffee shop that knows your order before you ask or a boutique where the staff remembers your name. These personal touches make you feel valued, like more than just another customer.
With personalized video marketing, your clients experience the same warm feeling.
Learn how adding personalized videos can enhance your marketing strategy and see how Loom’s screen recording software makes it simple to create content that feels one-on-one.
The value of personalized video in marketing
It’s no mystery how customers prefer to be marketed to. Research from McKinsey found that 71% of people expect personalization in their customer experiences. It makes sense. Your potential customers are so bombarded by ads and email marketing that it can be hard to stand out. Angela Ahrendts, Apple’s former SVP of retail, sums it up best: “Personalization is the key to cutting through the noise and making a meaningful connection with customers.”
Video is a powerful marketing tool because it is more engaging than text or images. In fact, video emails can increase click-through rates by 300% over emails without video. Adding personalization increases the effectiveness of your video marketing efforts even more—personalized videos have 4.5 times higher click-through rates than non-personalized videos.
Personalized video marketing can feel daunting. Loom makes creating personalized video messaging easy for any team, regardless of budget or technical skills. With Loom’s free screen recorder, you can create a personalized video in just a few clicks.
Types of personalized video
Personalized videos are useful at key points in the customer journey. Here are a few personalized video types and how they can elevate your outreach efforts:
Outreach and prospecting: Make your outreach more engaging and effective by creating customized video messaging that addresses the recipient’s specific needs and pain points. When Intercom added personalized prospecting videos, its cold email response rate increased by 19%. Each video took a sales rep only about two minutes to make.
Demos: Record a personalized video that lets your prospect envision exactly how your solution will help them. Personalized demos have a 37% higher conversion rate than generic ones. They reduce guesswork and accelerate decision-making.
Pitches and follow-ups: After your sales call, send a personalized follow-up video. Detail what you discussed, answer questions, and present a custom pitch. Tailor your video directly to the main decision-maker to remove executive bottlenecks during the sales process. Check out this video to see how you can use Loom to make a custom pitch in minutes.
Onboarding: Set new customers up for success by giving them a personalized walkthrough of your product. You’ll make them feel valued and proactively address potential questions or issues. This step reduces client frustration and can ease your support team’s workload. Here’s an example from the Loom team of what this looks like.
Customer service: A personalized experience can pleasantly surprise a frustrated client. The Loom customer support team was overwhelmed by a huge ticket increase during the COVID-19 pandemic, so they turned to video. Soon, their customer satisfaction rates increased as the time to close tickets decreased.
How to create your own personalized marketing videos
Before you start making your own personalized videos, make sure you consider these steps.
Collect customer data
Personalization is only as good as the data you use to inform it. Research the information you need, such as the prospect’s name and title. Look up company achievements and industry trends. Leverage LinkedIn to uncover shared connections, recent awards, or common interests.
Remember to respect privacy and ethical guidelines. Focusing on publicly available, professional information can help you avoid potential issues.
Narrow down distribution channels
Seek the channels where your target audience is most active. Engage existing LinkedIn connections via direct messages. For direct email outreach, personalize your message to the correct recipient. If you’re unsure who the right contact is, create a custom landing page with a company-specific video and share it with relevant leads.
Loom lets you seamlessly share your personalized video to your preferred distribution channel. You'll see a share button when you open a Loom video in your library. Copy the video link to send in an email, or, if you use Gmail, embed it directly. Use social sharing links to embed your video in a LinkedIn, X, or Facebook post. And if you create a custom landing page, grab the embed code from your library.
Invest in the right tools
Whichever personalized video creation tool you choose, a few key features are necessary to ensure you get the most value.
High-quality video and audio: Loom helps viewers hear and understand you better with background noise reduction, captions, and transcripts. All customers can record their screen or webcam at up to 720p, and customers with a paid plan can record in 4K HD.
Video production: Loom can record your screen and webcam simultaneously. This lets viewers see your face as you walk them through the information on your screen. Use the drawing tool in your recording menu to highlight can’t-miss information for your viewer. You can add essential text, such as the individual viewer’s name, to a colorful canvas before recording, or even add music to your video for a cinematic touch.
Editing: With Loom, you can send a polished video without spending hours editing first. While recording, use live rewind to go back and correct a mistake without having to rerecord the whole clip. After recording, Business and Enterprise customers can use Loom’s editing feature to trim and stitch clips together.
Or, use the Loom AI add-on to edit directly from your transcript—just delete text sections to remove them from your video. You can even toggle on features that automatically remove silences and filler words.
Optimize hosting options
To ensure a seamless viewing experience, consider hosting your videos privately. While you can always upload your videos to a video marketing platform such as YouTube or Vimeo, you risk having unappealing ads or distracting links to other videos. Loom customers get their own libraries to host their videos. Customers using the free plan can upload 25 videos while paying customers can upload unlimited videos.
Gather insights
When you send a personalized video through email or social media DMs, it’s like shouting into the void. Since you have no way of knowing if anyone has viewed it, there’s no way to make data-driven decisions. With Loom’s viewer insights, you can track the number of views, reactions, and comments, regardless of the distribution channel. Track insights on individual videos or head to the Insight Hub in your Loom profile for a comprehensive view.
Incorporating personalized video into your marketing workflows
Creating personalized videos is simple, but integrating them into your workflow takes some effort. Use a combination of testing, automation, and scale to deliver the ultimate impact.
A/B testing and optimization
A/B testing is crucial for optimizing your personalized video campaign. Experiment with different personalization strategies to see what activates your audience. Try varying video length, tone, or call to action.
Use Loom’s Engagement Insights to analyze performance metrics. Click the view tab on the video menu to track your video’s views, completion rate, and conversion rate. Timestamped reactions and comments show you the precise moments that resonated with your viewers.
Integration with marketing automation
The easiest way to integrate a new process into your workflow is to automate it. Use tools like Zapier to send personalized videos automatically based on user actions like email open rates or booking a call.
Loom AI offers several features for instant automation. Get share-ready videos faster with automated titles, summaries, and CTAs. Use automated workflows to generate an email or Slack message to accompany your video. Loom AI also generates documents and tasks to improve understanding and facilitate action. This video shows what’s possible.
Marketing campaigns at scale
The best personalized videos feel like they were made just for the viewer. Even though recording and sending one personalized Loom video takes a few minutes, your team will need more time to create dozens of them. Luckily, there are ways to scale your Loom videos.
Suppose your team wants to personalize demos for your B2B video marketing strategy without having to rerecord the same product information over and over. Your team could use Loom’s desktop app to screenshot a title card graphic with a customer’s name and company logo. The screenshot would live in your library as a short clip, which you could stitch to your standard product demo. Rinse and repeat for other prospects—the video will feel equally personal but save you valuable time.
Pro tip: You can also use the Loom Variables feature to customize audio and transcript components of your video to individual recipients, without having to rerecord the same pitch, demo, or follow-up messaging.
Examples of personalized video marketing
You don’t need a big production budget for your personalized videos to have an impact. These three examples demonstrate effective personalization that any team can replicate.
1. Simple and effective
Even if you’re a team of one with a shoestring budget, you can still incorporate personalization in your small business video marketing. This example is a straightforward selfie-style video with zero bells and whistles. In it, Marc greets the client by name, gives a brief thank-you, and outlines next steps to get started. It’s short and direct but still bound to impress.
2. Leverage customer data
Breast Cancer Now runs an annual Wear it Pink peer-to-peer fundraising campaign. Supporters raise money and publicize their campaign with #wearitpink. After the campaign, Breast Cancer Now sent fundraisers custom thank-you videos. The organization addressed the supporter by name and pulled their profile picture and photos they had shared with the campaign hashtag. The resulting video is an excellent example of how to use customer data you already have to emphasize your company’s relationship with them and build loyalty.
Busy marketers can create their version of this video using just two video marketing tools—Loom and PowerPoint. Create a baseline PowerPoint template and include a few slides with personalized elements. Once you’ve added your customer details, music, and transitions, play the presentation while recording it with Loom. You can then swap out the personalized details and rerecord as many videos as you need.
Videos like this one and the first example offer a high level of personalization bound to surprise and delight. Marketers short on resources might save uber-personalized videos like these for their account-based marketing strategy to maximize ROI. The last video will give you an example of personalization that’s even easier to scale.
3. Personalized outreach
Suppose you want to launch a personalized lead generation campaign and don’t have much customer data to work with. You can still catch potential clients’ eyes with simple personalization, as this video does. Using only a first name and profile photo, this local realtor created an eye-catching personalized video they could easily replicate and send to other leads in their service area.
Once again, you can use PowerPoint to make a video like this one. Since this version has fewer personalized details than the example from Breast Cancer Now, consider using Loom to add a voice-over to the presentation. Or go for gold and use Loom’s webcam recorder to record yourself. Showing your face will make the video feel more personal, even with fewer custom details.
Make personal connections with Loom
Personalized videos help you build stronger customer relationships and increase sales. Thanks to its straightforward, convenient software, Loom makes video personalization possible for teams of all sizes. You can rise above viral marketing and start your personalized video marketing campaign today.
Build stronger connections with customers using Loom.
