How to Use AI to Create Personalised Video Content for Different Audience Segments
In the fast-paced world of digital marketing, creating engaging, relevant content is essential for capturing the attention of your audience. Personalisation has become a key factor in building meaningful connections with consumers, and video content, in particular, offers a powerful way to deliver tailored messages. However, producing personalised video content for different audience segments can be time-consuming and resource-intensive. This is where Artificial Intelligence (AI) comes into play.
AI offers brands the ability to automate and streamline the creation of personalised video content, enabling businesses to deliver more relevant and engaging messages to specific audience segments. Here’s how to use AI to create personalised video content that resonates with your diverse customer base.
1. Why Personalisation Matters in Video Content
Consumers today expect tailored experiences from the brands they interact with. Personalised content can lead to higher engagement rates, stronger customer relationships, and increased conversions. According to recent studies, personalised videos can improve click-through rates, boost viewer retention, and enhance customer satisfaction.
Personalisation in video content means addressing individual preferences, needs, and behaviours of your audience. It could be as simple as addressing viewers by name or as advanced as tailoring entire video scenes based on a customer’s purchasing history, location, or demographic information. The more relevant the content, the more likely your audience is to engage with it.
2. How AI Enables Personalised Video Creation
Artificial Intelligence plays a pivotal role in making video personalisation scalable and efficient. By analysing data and automating the creation process, AI can help marketers produce tailored video content for multiple audience segments without requiring extensive manual input. Here’s how AI can assist in different stages of video personalisation:
a. Data Analysis and Audience Segmentation
AI-powered tools can process vast amounts of data to identify key audience segments based on behaviours, demographics, interests, and preferences. These insights allow brands to understand who their audience is and what type of content resonates with them. By leveraging AI, you can automatically segment your audience and create different versions of video content based on these segments.
For example, an e-commerce brand might use AI to segment customers by their purchase history. Loyal customers may receive a personalised video showcasing exclusive discounts, while new customers might get a welcome video introducing popular products.
b. Dynamic Content Customisation
AI enables dynamic video personalisation by allowing you to automatically swap in different video elements—such as text, images, voiceovers, and scenes—based on individual viewer data. This means you can create one base video and modify elements for different segments without starting from scratch each time.
For instance, AI can generate multiple versions of the same video with personalised greetings (e.g., addressing each viewer by name) or location-specific content, such as city names or landmarks. This level of personalisation helps make the video more relatable and engaging.
c. Automated Video Production
AI-powered platforms can automate the production process, significantly reducing the time and effort required to create personalised videos. Using templates and data feeds, AI tools can generate thousands of unique videos in a matter of minutes, each tailored to different audience segments.
For example, AI video creation platforms like Vidyard, Sundaysky, or Idomoo allow marketers to feed in data, such as customer names, purchase history, or behavioural patterns, and then automatically generate personalised videos at scale.
3. Steps to Creating Personalised AI-Driven Video Content
To effectively use AI for creating personalised video content, follow these key steps:
Step 1: Define Your Audience Segments
Before creating any content, you need to understand who your audience is and how to segment them. Use data analytics and AI tools to group your audience based on factors like demographics (age, gender, location), behaviours (purchase history, website interactions), and preferences (interests, product choices).
For example, a fashion brand might segment its audience into categories such as:
Frequent shoppers who prefer certain styles or brands
New customers who have recently signed up for the newsletter
Discount seekers who typically purchase during sales
These segments can then be used to inform your video personalisation strategy.
Step 2: Choose Personalisation Elements
Decide which aspects of your video you want to personalise for each audience segment. This could include:
Text Personalisation: Display the viewer’s name, location, or other relevant information on the screen.
Voiceover Customisation: Use AI to generate personalised voiceovers that mention the viewer’s name or recommend specific products.
Content and Scenes: Swap out specific scenes or images based on the viewer’s preferences or behaviour. For instance, a travel company might show beach destinations to one segment and mountain retreats to another.
By personalising these elements, you can create videos that feel tailor-made for each viewer.
Step 3: Leverage AI Tools for Video Creation
There are several AI-driven video production platforms available that can help you create personalised content at scale. Some popular options include:
Vidyard: Enables businesses to create personalised video campaigns, addressing viewers by name and showing tailored content.
Idomoo: Allows you to create personalised video experiences by merging dynamic data with video templates.
Sundaysky: Uses AI to generate personalised video experiences based on real-time data, delivering relevant content to each customer.
These tools can help you automate the process of video creation, ensuring that you can produce high-quality, personalised videos efficiently.
Step 4: Test and Optimise
Once your personalised videos are live, monitor their performance using AI-driven analytics. Track engagement metrics such as watch time, click-through rates, and conversion rates for each audience segment.
AI tools can help you identify which personalisation elements are driving the most engagement and which segments respond best to your videos. Use these insights to continually refine your content strategy and improve future video campaigns.
4. Examples of AI-Powered Personalised Video Campaigns
Several brands have successfully used AI to create personalised video content that resonates with their audiences:
Nike: Leveraged AI to create personalised videos for Nike+ members, showing them a customised recap of their year’s workout stats, including their best running times, favourite workouts, and distance covered.
Coca-Cola: Utilised AI to generate personalised holiday videos that included each recipient’s name and location, creating a more intimate and festive connection with their audience.
Spotify: Created “Your Year Wrapped” personalised video campaigns for users, which highlighted their most-listened-to songs, albums, and artists throughout the year. This campaign not only engaged users but also encouraged them to share their results on social media, further extending the brand’s reach.
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Conclusion
Personalised video content is a powerful tool for building stronger connections with your audience, and AI makes it possible to create and scale these experiences more efficiently than ever before. By leveraging AI to analyse data, segment your audience, and automate video production, you can deliver relevant, engaging content that speaks directly to your viewers’ needs and preferences.
Whether it’s addressing each customer by name or showcasing products tailored to their past purchases, personalised videos can significantly enhance customer engagement, improve conversion rates, and strengthen brand loyalty. By integrating AI into your video marketing strategy, you can stay ahead of the competition and provide your audience with the personalised experiences they expect.