In an era where customers expect relevant and timely communication, personalised video marketing has emerged as one of the most effective ways to deliver impactful, one-to-one experiences at scale. Personalised video combines the power of visual storytelling with customer data to create unique video content for individual viewers. These tailored videos not only capture attention but also drive deeper engagement, increase conversions, and enhance loyalty.
This article explains how personalised video campaigns work, why they’re effective in 2025, and how brands can use them to improve customer experience across the entire journey.
What Is Personalised Video Marketing?
Personalised video marketing involves the dynamic insertion of viewer-specific data into video content, enabling brands to deliver custom experiences based on personal attributes like first name, location, product usage, or purchase history. These videos are typically created using video personalisation platforms that allow marketers to scale production across thousands of recipients with minimal effort.
A few common use cases include:
- Welcome messages for new customers
- Product recommendation videos tailored to past purchases
- Birthday greetings or milestone recognitions
- Post-purchase thank-you videos
- Account updates or renewal notifications
Tools such as Hippo Video, Vidyard, and StoryXpress automate the personalisation process by integrating with CRM and marketing automation platforms, making it possible to deliver video messages that feel individually crafted.
Why Personalised Video Matters in 2025
The demand for personalisation continues to rise. According to McKinsey & Company (2022), 71% of consumers expect companies to deliver personalised interactions, and 76% become frustrated when they don’t. Video amplifies this expectation by delivering personalised content in an emotionally compelling and easy-to-consume format.
Data shows that personalised video drives superior results:
- Personalised videos can increase email CTR by 200–300% (Vidyard, 2023).
- They deliver up to 35% higher retention compared to non-personalised video (Campaign Monitor, 2023).
- Viewers are 2.5 times more likely to act on a CTA in a personalised video than in a standard one (Wistia, 2024).
In a digital environment saturated with content, personalised video helps brands break through the noise.
How Personalised Video Works
Personalised video is built from a base template that includes dynamic placeholders (e.g., [First Name], [Location], [Product]). When integrated with CRM or marketing data, platforms like Vidyard or Hippo Video automatically generate unique videos for each contact.
The personalisation elements can include:
- Text: Names, job titles, locations
- Images: Company logos, product photos, maps
- Audio: Custom voiceovers with the recipient’s name
- Call-to-Actions (CTAs): Personalised offers or links
Because these videos are automatically rendered, marketers can scale 1:1 experiences across thousands of contacts with minimal manual work.
Benefits of Personalised Video Campaigns
Increased Viewer Engagement: Using personal details like a viewer’s name or product interests increases watch time and reduces drop-off. Engagement improves because the content feels tailored and relevant.
Higher Conversion Rates: Personalised video can deliver conversion rates that are 3x higher than non-personalised emails (Salesforce, 2023). Relevance drives action.
Better Retention and Loyalty: Customers who feel recognised are more likely to stay. A short video thanking them for their loyalty or guiding them through a renewal process can increase satisfaction and trust.
Scalable One-to-One Communication: Automation makes it easy to create thousands of unique videos while maintaining the human touch.
Use Cases for Personalised Videos
- Sales Prospecting: Sending short, personalised video intros to prospects increases reply rates. Sales reps can stand out by including the lead’s name and company details.
- Customer Onboarding: Welcome videos tailored to a customer’s product or plan improve onboarding success and reduce churn.
- Product Recommendations: E-commerce platforms use personalised videos to suggest items based on past purchases or browsing history.
- Event Invitations or Follow-ups: Including the attendee’s name, role, and event track in the invitation creates a stronger connection and increases attendance.
- Loyalty Programs and Milestones: Brands can celebrate customer anniversaries or reward milestones with a personalised thank-you video.
- Customer Support: Agents can send custom videos explaining how to resolve specific issues, creating a friendlier support experience.
Steps to Launch a Personalised Video Campaign
- Define Objectives: Identify what you want to achieve—leads, sales, retention, or onboarding success.
- Choose a Platform: Select a video personalisation tool like Vidyard, Hippo Video, or Bonjoro that integrates with your CRM.
- Design Your Template: Create a short video (30–60 seconds) with placeholders for dynamic fields such as [First Name] or [Last Order].
- Import Data: Pull data from your CRM or contact list to feed into the video tool. Ensure the data is clean and accurate.
- Generate and Send: Automate the creation of personalised videos. Distribute via email, SMS, social media, or directly on your website.
- Track and Optimise: Use built-in analytics to monitor play rates, watch time, and conversions. Use A/B testing to improve future results.
Best Practices for Success
- Start Small: Begin with basic personalisation like first names or product categories before scaling to more complex use cases.
- Use Real People: Videos featuring human faces increase trust and connection.
- Optimise for Mobile: Ensure your videos look and play well on smartphones and tablets.
- Keep It Short: Viewers prefer videos under 60 seconds. Deliver value quickly.
- Respect Privacy: Always comply with GDPR or local privacy laws. Let viewers know how their data is used.
Examples of Brands Using Personalised Video Effectively
Dell ran a B2B campaign using personalised videos that addressed IT decision-makers by name and included their company logos. The campaign achieved a 300% increase in engagement compared to standard email outreach (Vidyard, 2023).
Cadbury allowed users to create personalised gift videos for loved ones by selecting favourite chocolate flavours and including names. Engagement increased by over 60% compared to traditional campaigns (Campaign Monitor, 2023).
Vodafone UK used personalised videos to improve customer retention. Each video thanked users by name and summarised their plan usage and upgrade options, resulting in improved loyalty and satisfaction (Salesforce, 2023).
Top Tools for Personalised Video Campaigns
| Tool | Key Features |
| Vidyard | CRM integration, dynamic video rendering, analytics |
| Hippo Video | Email personalisation, video forms, automation |
| Bonjoro | Great for one-to-one video thank-yous |
| StoryXpress | Video automation for sales and onboarding |
| Loom for Teams | Team video collaboration with analytics |
Measuring Campaign Effectiveness
Key metrics include:
- Play rate (percentage of recipients who started the video)
- Completion rate (how many finished watching)
- Click-through rate (CTR) on CTAs
- Conversion rate (form fills, signups, purchases)
- Reply rate (for sales outreach)
- Return on Investment (ROI)
Platforms like Vidyard and Hippo Video provide detailed analytics dashboards for tracking these metrics.
Challenges and Considerations
- Data Quality: Inaccurate data leads to awkward personalisation. Regularly clean your database.
- Privacy and Compliance: Be transparent about data use and ensure consent is given.
- Over-Personalisation: Don’t include too many personal details—keep it friendly but respectful.
- Scalability: Use automation platforms that can handle bulk video creation and delivery.
Note
In 2025, personalisation is no longer optional—customers expect it. Personalised video campaigns allow brands to go beyond standard marketing and deliver experiences that feel human, relevant, and memorable. Whether used in sales, onboarding, customer support, or retention efforts, personalised video improves every stage of the customer journey.
By using automation tools and integrating with your CRM, you can create thousands of unique video experiences at scale—without sacrificing quality or time. As video continues to dominate digital communication, personalisation will be the key to deeper connection and long-term loyalty.
References
Campaign Monitor. (2023). The power of personalization in digital marketing. https://www.campaignmonitor.com/
McKinsey & Company. (2022). Next in personalization 2021 report. https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/next-in-personalization
Salesforce. (2023). State of marketing: 9th edition. https://www.salesforce.com/resources/articles/state-of-marketing/
Vidyard. (2023). The impact of personalized video on B2B engagement. https://www.vidyard.com/
Wistia. (2024). Video marketing benchmarks report. https://wistia.com/learn/marketing/video-benchmarks
