Can Personalized Video Create a Better World? We Think So
Taking a quick glance at the news or even in your own community, you are bound to see countless opportunities for positive change.
In the nonprofit sector, demand is up. In 2020, 75% of nonprofits reported an increase in need for their programs.
For-profit companies are also stepping into the gap by supporting charitable causes or embracing social good as part of their mission. Corporate social responsibility (CSR) isn’t just a buzzword. It’s a critical part of a brand’s identity. The percentage of S&P 500 Index companies publishing sustainability or responsibility reports reached an all-time high of 90% in 2019, a dramatic jump from 20% in 2011.
Part of the reason corporate social responsibility initiatives are so integral to modern business is that they’re demanded by consumers themselves. In fact, 91% of millennials would switch brands to patronize one that’s associated with a good cause, and 94% of Gen Z believe companies should address critical issues.Where does data-driven video come into the picture? We often talk about how Personalized Video is effective for acquisition, marketing and retention, but it’s a powerful tool beyond the sales-focused customer journey.
We’ve seen it in action helping make the world a better place. Here are some of our favorite examples of using Personalized Video to fuel positive changes.
Empowerment in Health
One of the biggest components of taking care of your wellbeing is having a clear understanding of your health. It’s critical for understanding your current conditions and habits and what you need to do to improve. As they say, knowledge is power.
With how complex health topics are, some responsibility falls on healthcare professionals to communicate with their patients effectively.
Lab results, for example, are rarely self-explanatory. Instead, we rely on our doctors, caretakers and other health experts to give us guidance on the best decisions to take.
However, when resources are strained, it can be hard to give everyone the detailed service and care they need. Luckily, technology can help provide that service digitally and more conveniently.
With Personalized Video, healthcare services are able to deliver individualized information and advice in easy-to-understand videos that patients can continue to reference in the future. Additionally, patient data is anonymized, masked and protected by stringent data security protocols.
Personalized Video communications were first used to support the routine delivery of healthcare services through a project called You & Type 2. As part of the National Health Service (NHS) of England’s efforts to support those living with Type 2 Diabetes, Personalized Videos that simplified complex health information and delivered helpful resources were sent out to patients in South London.
By delivering easily digestible information that is tailored to each recipient, healthcare providers can foster an improved understanding of patients’ conditions and empower them to take charge of their health.
Building Better Futures
Personalized Video is also helping people build a better future for themselves. Here are two fields where we see that the most.
- Education: Supporting students from admissions to graduation
- Retirement: Helping people save more for life after work
Combining visuals and storytelling, video is a powerful educational and motivational tool. And by personalizing the message in these videos with relevant details, viewers can get a better understanding of their own circumstances and what their next steps should be.
This strategy certainly worked well for BBVA when they sought to motivate people to save for retirement.
Sending out videos from the perspective of the customer’s “future self” and including personalized details like potential savings, BBVA saw quantifiable results, including:
- 2x engagement compared to the bank’s benchmark
- 75% video completion rate
- 78% increase in retirement savings
Supporting Nonprofit Work
For nonprofits, communicating and engaging with donors is an integral part of getting the support and resources needed to make a positive impact. It is by truly connecting with and inspiring others to support a cause that great change can occur.
With Personalized Video, nonprofits can establish personal bonds with their base of supporters, while sharing important information about the great work they do in a way that’s easy to understand at a glance.
Simply put, when nonprofits leverage data-driven video, it works.
- 83% increase in engagement
- 12% increase in donations
For example, this dynamic video sent by the Canadian Red Cross expressed appreciation for their donors, addressing each of them by name.
By putting in the effort to thank each individual supporter and show them the positive impact their donations have had, the Canadian Red Cross was able to achieve several things:
- Strengthen their relationship with each supporter
- Inspire trust by showing donors evidence of meaningful work
- Validate the donor’s decision to support the organization
- Encourage continued generosity
Plan International Canada took it a step further. In their thank-you videos, the organization personalized the message with information on the donor’s impact, detailing the names of the children they sponsored and breaking down how each community was helped.
With the final message of “Inspire Your Network: Share Your Impact Today,” the video served to amplify the work of Plan International Canada through social sharing, bringing even more supporters to the cause.
A Greener Earth
It’s no secret that concern for the planet has intensified in recent years. Even amidst a global pandemic, environmental issues remained one of the top 3 priorities among millennials.
Plenty of customers are also willing to put their money where their mouth is, with 84% of online consumers saying that a poor environmental track record could cause them to stop buying from a brand.
In response, companies are increasingly recognizing the importance of green initiatives. As it is, almost a quarter of organizations have seen firsthand how environmental sustainability efforts are good for “people, planet and profit.”
More than ever before, there is an urgent need to distribute accurate and relevant information regarding the environment. Many people are willing to do their part in going green, but they may need some help making the right decisions.
That’s where Personalized Video comes in.
While video makes information attractive and digestible, adding personalization takes things a step further. Not everyone can make the same changes to go green. Through personalized content, the viewer gets relevant tips that apply to their own lifestyle.
We’re seeing this as a priority more and more with utility companies. Take National Grid’s recent campaign as an example. By understanding their energy usage and seeing tips on how to be more efficient, customers can take informed steps towards reducing their environmental footprint.
Sharing Messages That Matter
To inspire positive change, you want to share your message with those who need to hear it. But to really get your point across, it also has to be communicated in a way that’s engaging, accessible and relevant to your audience.
Personalized Video is a powerful tool for any organization looking to do its part in creating a better world. Want to know how you can use dynamic video to influence behavior for social good? Let’s talk. Or check out our work with nonprofits and universities. Maybe you can start changing the world, too, one video at a time.