The ultimate guide to dynamic videos

In this digital world where brands constantly compete for attention, it's not enough to merely offer top-notch products or excellent value for investment. These are crucial, of course, but there's another vital element for standing out - engaging your audience through customized content.

Among the numerous ways to captivate and connect with viewers, dynamic video content stands out the best. Wondering why? Well, as per 78% of CMOs, customized content is the future of marketing. Considering that, it’s no secret that marketers would leverage dynamic video content to engage audiences.

While dynamic videos are quite beneficial, many people lack the know-how to create such videos, as the concept is a bit complex. But don’t worry - I am here to guide you.

In this article, I will explain dynamic videos, their types, and how you can create one, along with other information that’s worth knowing!

What is Dynamic Video Content?

Before diving into the specifics of dynamic video content, let’s first grasp some basics. Simply put, dynamic video content is a form of digital media that adapts and changes based on the viewer. Unlike traditional video, dynamic video content can change based on individual viewer data, behaviors, and preferences.

These types of videos are valuable in several areas, notably in marketing, education, and enhancing personalized user experiences. For instance, marketers can use it to create ads that resonate more deeply with their target audience, while educators can tailor learning content to individual students’ needs.

What Kind Of Dynamic Data Can Be Added

These videos can have various dynamic elements:

• Text Customization: At its most basic, dynamic video content can change text elements within the video. This might mean displaying the viewer's name or altering descriptive text to reflect viewer-specific data.
• Images and Video Clips: Dynamic videos can integrate personalized images or video clips. For example, a year-in-review video might showcase personal photos or clips from a user's social media feed.
• Audio Tracks: Audio elements, including voiceovers and background music, can be varied. Different voiceovers might be used for different regions to localize content, or music might change to suit the viewer’s past preferences.
• Narrative and Storyline: Dynamic videos can take personalization to the next level by allowing viewers to shape the storyline's direction. Viewers can make choices at different junctures in the video, leading to various scenario paths.

Benefits of Dynamic Video

Dynamic videos have so many advantages. From enhancing viewer engagement and boosting sales to enriching learning experiences, these videos offer an all-encompassing solution that caters to the diverse needs of today's digital audience.

Here are a few major benefits of dynamic video content:

• Enhanced Engagement: Personalized videos, a prominent type of dynamic video, can be used to enhance engagement. By tailoring the content to individual viewer preferences or demographics, these videos create a unique and engaging experience. This experience can lead to improved viewer engagement.
• Increased Chances of Sales: Shoppable videos, a type of dynamic content, embed product links directly in the video, allowing viewers to make purchases instantly. And guess what? This seamless integration boosts conversion rates by reducing the steps between product discovery and purchase.
• Improved Learning Experience: Dynamic videos, particularly interactive and AR/VR formats, can significantly enhance learning and understanding. By engaging viewers in an interactive experience or immersing them in a virtual environment, these videos can convey complex information more effectively.
• Increased Retention Rate: If a video isn't captivating, viewers are unlikely to stay engaged. However, dynamic videos, with their personalized content, enhance viewer engagement, fostering a stronger audience connection crucial for customer retention, upselling opportunities, and transforming customers into enthusiastic brand advocates.
• Immersive Experience: Dynamic videos, especially 360-degree ones, allow viewers to look around in every direction, creating a highly immersive and interactive experience. For instance, a travel agency might use 360-degree videos to give potential customers a virtual tour of a holiday destination.

Types of Dynamic Video Content

There are various types of dynamic video content that cater to different purposes and objectives. Understanding these types can help you choose the right approach for your brand or campaign:

Interactive Videos

These are highly engaging videos that allow viewers to interact with the content actively. Primarily, they include clickable elements, such as buttons, hotspots, and quizzes, that enable viewers to make choices and change the outcome. In terms of applications, interactive videos are helpful for educational purposes and product demonstrations.

Video Ads

Dynamic video ads adapt to individual viewer data, ensuring that the content is relevant to the viewer's preferences and behavior. This type of advertising often incorporates the viewer's name, location, or previous interactions with the brand. Marketers leverage this type of dynamic video for remarketing and conversion optimization tasks.

Personalized Videos

Tailored to individual viewers, personalized videos deliver content that aligns with their preferences and characteristics. These videos can be used in various scenarios, from personalized marketing messages to customized product recommendations. The personal touch enhances viewer engagement and brand loyalty.

Shoppable Videos

As mentioned, shoppable videos take e-commerce to the next level by embedding product links directly within the video. Viewers can click on items they see and make purchases instantly, minimizing the steps between discovery and conversion. This comes in handy for affiliate marketing through videos.

360-degree Videos

These immersive videos allow viewers to explore the video's surroundings from all angles. Brands can use them to showcase products, locations, or experiences, giving viewers a sense of being present in the moment. Notably, they are valuable for travel and real estate marketing.

AR and VR Videos

Augmented Reality (AR) and Virtual Reality (VR) videos transport viewers into virtual worlds or overlay digital information onto the real world. These videos can be used for product simulations, virtual tours, or interactive training experiences.

Dynamic Video Examples

Here are some notable dynamic video marketing examples:

Mazda Dealership Marketing Campaign

Mazda, in collaboration with Merkle, a marketing agency, leveraged videos programmatically for their dealer marketing campaigns. The core strategy involved the integration of dynamic video ads that displayed the nearest Mazda dealer to the target audience.

These videos were not just text-based; they incorporated visual elements, including images of the dealership showroom and maps from Google, to visually guide potential customers.

Results

• Increased Click-Through Rates (CTR): The personalized nature of the ads led to an increase in viewer engagement, reflected in higher CTRs.
• Enhanced Local Relevance: The use of local imagery and dealership information made the campaign resonate more with the local audience.

IKEA X WIREWAX Shoppable Video

IKEA collaborated with WIREWAX to create a shoppable video that transformed the online shopping experience. This interactive video used a documentary style to showcase IKEA's homeware products in everyday settings.

As viewers watched the video, they could hover over products to get more information. A "Shop Now" call-to-action button was integrated into the video, allowing viewers to be directed to IKEA's eCommerce platform to make a purchase immediately.

Results

• Streamlined Buying Process: By integrating the shopping process into the video content, IKEA simplified the customer's path from discovery to purchase.
• Increased Product Visibility: The documentary-style presentation offered viewers a realistic view of how the products could be used in their daily lives, enhancing product appeal.

Eckerd College Personalized Admission Video

In 2018, Eckerd College embraced the power of dynamic video content to make its admission process more personal and engaging. They developed a customized admission video to welcome incoming students, lasting 2 minutes and 23 seconds.

The video uniquely incorporated each student's name at various points throughout, crafting a personalized experience. This innovative approach aimed to create an immediate sense of belonging and connection for the students with the college community.

Results

• Enhanced Student Engagement: By personalizing the admission video with the student's name, Eckerd College significantly increased the engagement and excitement of incoming students.
• Positive Impression: This unique welcome experience likely contributed to a positive initial impression of the college among new students.

How Do You Create Dynamic Videos?

The process of creating dynamic videos can vary significantly depending on the specific type of video you are aiming to produce. Here, I’ll focus on two of its types: dynamic video ads and personalized videos. Let's explore what you need to create these types of dynamic videos, including the entire process and some tips to ensure your success:

What technology do you need for dynamic videos?

To create dynamic videos that captivate your audience's attention and deliver personalized content, you'll require a carefully selected set of technologies. These tools play crucial roles in the dynamic video creation process:

• Video Automation Tool: To begin the process of creating dynamic videos, you'll need a video automation tool like Plainly that allows you to generate videos in bulk. This tool allows you to design video templates and incorporate merge fields, which serve as the foundation for generating dynamic videos.
• Data Sources: Dynamic videos require data for customization. What data source you want to use will depend on how much you want to code. You can source this data from various platforms, including Customer Relationship Management (CRM) systems, various databases, CSV files, or spreadsheet documents.
• Video Hosting Platforms: Once your dynamic videos are created, you need a platform to host and deliver them to your viewers. Video hosting platforms play a crucial role in distributing video content efficiently. Additionally, these platforms enable you to track viewer responses and behaviors, providing valuable insights into the performance of your dynamic videos.

Not sure what type of personalization video software is best for you? I analyzed the top seven solutions on the market, so there’s no need to scratch your head. Just read through the guide to make an informed decision.

3 Simple Steps to Create Dynamic Video Content

Creating dynamic video content has never been easier.  Since I’ve already shared foundational steps in my previous blogs, I will just go over the tactical steps here.

If you’re using Plainly, you can accomplish this task in 3 simple steps.

Step 1: Template Creation

To begin, you’ll need to design a template for your campaign. With Plainly, you do this in After Effects, which is a very familiar tool if you're a video editor. What’s great is that you can have full freedom on the creative aspects of your video template. This means you can create any kind of design, duration, or dimensions you want.

Step 2: Plainly Setup

After creating your template, upload it into Plainly. Inside the Plainly Web App, you will select which elements of the video will be changed every time (the dynamic, or personalized elements). After you set up dynamic elements, you will need to send data to Plainly to be used in the videos. This could be achieved with CSVs, native integrations, or even the Plainly API.

Step 3: Video Generation & Distribution

After receiving the necessary data, Plainly dynamically generates your videos. After rendering, the videos can be sent to the end users through email or other messaging platforms automatically. If you want to code, you can use Webhooks, or if you want to use no-code you can use native Plainly integrations to automate video distribution.

Remember, not all dynamic videos are created equally; instead, it depends upon a specific type. For example, if you need to create personalized videos or dynamic ads, you must follow the above-mentioned steps. However, for AR/VR videos, you will need specialized equipment and technical know-how.

How to Make Dynamic Video a Success?

To make dynamic video a success, there are some strategies and best practices to consider:

• Produce High-Quality Content: Ensure your video has high-quality visuals and audio. Good production quality keeps viewers engaged and gives a professional impression.
• Be Authentic: When content authentically reflects the values and interests of the target audience, it resonates more deeply with them. This resonance can lead viewers to share the content with their network, amplifying its reach.
• Optimize for Mobile Viewing: According to a report, 92.3% of online users use mobile phones to access the internet. Hence, ensure your dynamic videos are optimized for mobile viewing.

Future Trends in Dynamic Video Creation

The trends which are set to reshape the future of dynamic video creation are as follows:

• AI Advancements: AI algorithms are becoming increasingly capable of processing and editing video in real time. With advancements in artificial intelligence, we can expect more intuitive video editing tools,  more automatic setup, and personalized video experiences.
• Short-form Dynamic Videos: Bite-sized clips offer quick, engaging, and easily digestible content, catering to the increasingly short attention spans of viewers. With platforms like TikTok and Instagram Reels leading the charge, brands, and creators are likely to invest more in creating captivating short-form video content to connect with their audiences effectively.
• VR and AR Integration: As VR and AR technologies evolve, their incorporation into dynamic video creation will create immersive experiences. In the future, we might see more interactive videos where viewers can choose their path within a story or explore virtual environments in a more engaging way.

Get Started With Dynamic Video Content Today

To wrap up, dynamic videos have emerged as a powerful tool in the world of content creation. They offer a unique way to engage audiences, convey information, and tell stories in a visually captivating manner.

Remember, to achieve success in dynamic video creation, it's crucial to leverage cutting-edge platforms. And that’s where Plainly, a video automation software, steps in! With a wealth of features and a user-friendly interface, the platform empowers you to bring your creative visions to life effortlessly.

So, if you’re wondering how to get started with dynamic videos,  book a 15-minute demo with us, and I'll guide you through every step, explaining how everything works.

Dynamic Videos FAQ

How do I make a video dynamic?

To make a video dynamic, incorporate elements like interactive features, personalized content, or engaging animations. Utilize story variations, viewer choice options, and data-driven updates to keep the content fresh and engaging.

What makes a video dynamic?

A video is dynamic when it actively engages the viewer through interactive elements, personalized content, or by adapting to the viewer's preferences. It often involves real-time changes or updates, making each viewing experience unique.

What are dynamic video ads?

The dynamic video ad is a customizable advertisement that changes content based on viewer data, like location, browsing history, or demographic details. They offer a personalized ad experience, aiming to increase relevance and viewer engagement.

What is dynamic content and static content?

Dynamic content changes or updates in real-time based on user interactions or data, providing a personalized experience. Static content remains consistent for all viewers without changes or adaptations over time.

How to create dynamic videos?

Create dynamic content videos by using tools that allow for real-time content updates, personalization, and interactivity. Incorporate data-driven elements, branching storylines, or viewer-specific modifications to make the video content more engaging and relevant.

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