VMS

VMS or Video Message Service is an evolution of both SMS and MMS. VMS not only allows us to send video messages, but it also presents improvements since this video can be extended up to 5 minutes, compared to the 20 seconds allowed by MMS. In addition, recipients can reply to it in the same way as if they were replying to a conventional SMS.

Manage your email and SMS messages from a single tool, easy to use and in English. Try it now!

What are the advantages of using video in campaigns?

Video captures attention more immediately than other formats. Some of its main advantages are:

Greater retention of the message by the user.
Improved CTR when included in emails or messages.
Reinforces customer confidence by putting a face or voice to the brand.
Increases the conversion rate if the content is well segmented and contextualised.

In addition, if combined with dynamic variables, the video can be personalised with the recipient's name, products or specific data.

How is a VMS integrated into a campaign?

Normally the video is not sent directly, but a link to an optimised landing page or viewer. This link can include UTM parameters to measure the impact of each send. In email marketing platforms, the video is usually presented as a static image with a play button that leads to the full video.

What precautions should be taken into account?

Check compatibility with mobile phones and browsers.
Optimise the loading speed to avoid losing impatient users.
Keep an eye on file weight and streaming quality.
Comply with data protection regulations, especially if the video is personalised.

The use of VMS can make a difference in user experience-oriented campaigns, as long as it is used for a clear purpose and provides real value to the recipient.