The rise of technology is becoming increasingly relevant in our daily lives. Unsurprisingly it’s making its way into various industries, including marketing, and allowing businesses to leverage advanced tools to improve their marketing strategies and campaigns.
Video marketing is no exception. Technology has been a boon for video marketing initiatives – particularly artificial intelligence (AI). AI is making video marketing more accessible to businesses of all sizes, in every industry, by streamlining work that would otherwise require a lot of time and resources.
Video has become a must-have for marketing campaigns. If you’re struggling to interact with your audiences and offer the personalisation that modern consumers expect, here are some ways that you can incorporate AI tools to gain a competitive edge.
The Role of AI in Video Marketing
Video has always been a popular form of content, but during the widespread shelter-in-place orders with COVID-19, it became a favourite among internet users. Brands found new and innovative ways to connect with their audiences without in-person experiences, changing the game in digital marketing.
Now, virtually every brand is realising the power of video marketing – but there’s an obstacle. Making videos can be more time-consuming and expensive than other types of content, leaving smaller or newer brands limited in how much they can leverage video in their marketing strategies.
With AI, video marketing isn’t just the foray of massive brands with full marketing teams and the resources to outsource different aspects of video production as needed. Smaller brands can compete on an even playing field with AI’s automation capabilities. It can predict upcoming trends, analyse customer and audience data, and personalise content in real-time using machine learning and other AI technologies.
Whether you want to come up with trending topics, optimise your video campaigns, or edit raw videos to create an engaging, immersive video experience, AI can take on a lot of the work in a fraction of the time. You still need your team for creativity, but they’re no longer bogged down with repetitive, tedious work.
Connecting with Customers Using Video
Social media was once a fringe marketing channel reserved for trendy brands, but customers expressed a desire to connect with brands on their favourite social media platforms. Brands used to have the upper hand and a “take it or leave it” approach to customer interactions. Social media flipped the script and gave customers a voice and more influence over how brands conduct business.
Social media is a necessity for all types of brands, from the young and hip to professionally minded B2B brands, to build relationships with customers and showcase their brand personalities. Unsurprisingly, videos are incredibly popular on social media because they’re easy to consume, giving brands a chance to offer customers what they really want.
Video marketing is an important part of building recognition and connection on social media, but it can be time-consuming. AI tools have the ability to nurture these relationships with more meaningful, personalised content that can be watched and shared.
AI also helps you gather and analyse high volumes of data about consumer behaviours, interests, preferences, and historical interactions. Brands already have an unprecedented amount of data at their disposal, which can be difficult to process and analyse – but AI can tackle the data analysis process to not only inform video production but also glean valuable insights from existing video content.
Benefits of AI in Video Marketing
AI tools offer more than automation and streamlined video production. Here are some of the key benefits of AI in video marketing:
Personalisation at Scale
Personalisation is an important part of encouraging engagement with the audience. It simulates a one-on-one interaction that creates an emotional connection, but that can be challenging to manage as a smaller brand with a larger audience.
That’s where AI comes in. AI can help you bring personal elements into your video marketing strategy to segment each customer or audience. For example, you can send a video as part of a product demonstration for new customers and instruct AI to create messaging that’s designed to help new users understand the benefits and features.
Predictive Analytics
One of AI’s greatest advantages is data analysis. You can use AI tools to analyse your consumer data and understand their pain points, desires, behaviours, and interests to spot trends and deliver more tailored experiences. Instead of being one step behind the industry trends, you can get ahead of them and deliver what customers want before they even know they want it.
Efficient Video Editing
Videos are more dynamic than other types of content, so it’s crucial that you have a polished finished product that enhances the viewing experience instead of detracting from it. Professional editing is a critical part of the process, but it can be difficult to find the time to learn the process and complete editing when your team is bogged down with other work.
Ai tools can take on editing for you with automation and suggestions based on trending content. For example, AI can add visual and audio effects and seamlessly integrate them into your video to create a marketing video that’s an entertainment experience for the viewer.
Engaging Storytelling
For many brands, the biggest hurdle to video marketing is time. There are many video production tools available, but there’s no way around the time investment to produce videos that get results. If you’re already working with a small team and juggling other tasks, finding the time for video production can feel impossible.
AI can help here, too. By automating labour-intensive tasks, AI can free your team to focus on the creative aspects of video production, such as ideation and storytelling, to ensure that the content is humanised and compelling.
Scriptwriting
While there’s some value to free-flowing video formats, most of your video content will have a script. Instead of writing it yourself, AI can generate scripts based on your audience data, your marketing goals, and more. In addition, AI can create animations, audio voiceovers, and other elements to enhance your finished product.
Cost Effectiveness
Video marketing will always take time, money and resources no matter how much you do yourself. If you have to experiment and test your videos to see what resonates with your audience, you could waste a lot of time and money before you hone in on the best strategy.
AI handles a lot of the ideation, pre-production, and post-production work, saving you money in the process and helping you refine your messaging for better results.
AI Can’t Do It All
AI’s capabilities may make it seem like a “set it and forget it” option for video marketing. That couldn’t be further from the truth, however. AI can help you create compelling videos that are polished, targeted, and scalable, but it can’t do it all for you. People still need to be involved in the process.
Think of AI as a tool to enhance your video production and final product, not a replacement for your human marketing team. Guided by human creativity, leverage AI to generate content ideas, discover trends, automate repetitive processes, and edit your videos.
Bring AI Tools into Your Video Marketing
AI is making its way into virtually every industry, including marketing. Its applications are more apparent in video marketing, where AI can help with the time-consuming production and editing processes. Whether you have a solid video marketing strategy or are struggling to gain traction, bringing AI into the fold can help you stay ahead of the trends and get the desired results.
Author – Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County-based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.
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