AT&T Re-Thinks the Explainer Video (And What You Can Learn From It)

AT&T Re-Thinks the Explainer Video

At the end of 2012, AT&T introduced what they deemed the personalized video bill. Using smart video technologies, the telecommunications company revolutionized the art of the explainer video, delivering personalized walk-through video explanations of bills to customers’ email inboxes. The rollout was limited to start, but the effect has been resounding. Here’s why their take on the explainer video is ingenious—and what you can learn from it.

Cut Costs and Improve Customer Relations

If this statement sounds like an oxymoron, that’s because it is—traditionally speaking. But AT&T has brought the two into orbit with one another via their personalized explainer video approach. Re-imagining the use of corporate video from a selling to a service tool, AT&T’s video bills walk a customer line-by-line through their bill, anticipating customer inquiries (read: reducing customer service costs) and providing a personalized experience (thereby improving customer relations).

Beyond the Bill—Smart Technology in a Product Video

While AT&T used this smart video technology from a customer support angle, your business can apply the same concepts as a marketing tool. After a sale, consider delivering a personalized product video via email to a customer. Replace the line-item bill explanations with step-by-step set-up instructions or tips for getting the most out of a new product, and voila! A smart product video is born.

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