AI and Video Marketing: How Marketers Can Use AI to Level Up

Have you ever struggled to find the best way to make your video content resonate with diverse audience segments? Social media platforms are using the power of AI to solve this common challenge. By analyzing user behavior, AI algorithms decipher patterns, enabling platforms to offer custom-tailored video suggestions. This enhances the user experience and significantly boosts viewer engagement since users are coming across content they are more likely to find interesting.

Many brands have achieved unprecedented levels of engagement and conversion through highly targeted videos. For example, Netflix reported increased click-through rates and content consumption after utilizing AI to customize thumbnail images and autoplay trailers based on user’s viewing history and preferences. By showcasing scenes and content that are more likely to appeal to individual users, the mega-platform successfully keeps subscribers interested and engaged.

AI is ushering in a revolution in video production. From automating mundane tasks to generating creative elements, AI-driven tools are streamlining the entire production process. Content creators, editors, and marketers now have access to technologies that enhance efficiencies and introduce innovative elements into their work. Here are a few ways AI is revolutionizing video creation as we know it:

Nearly every video editing tool is trying to leverage AI in some way to increase the efficiency of time-consuming and tedious processes. These tools can generate transcripts and captions in seconds, add special effects and animations to videos, and even assemble clips to tell a compelling story. For example, Topaz Labs offers new AI video tools to solve frustrating editing problems, such as enhancing low-resolution video footage. At this point, some of your favorite content creators might lack basic video editing skills, and you wouldn’t even know it.

When ChatGPT became publicly available, it shook the marketing world. This platform and many other generative AI tools are commonly used nowadays to assist with content marketing tasks, big and small, including scripting. AI can help brands generate video scripts that ensure a balance between successful narrative structures and creative innovation.

Vidyard, for example, offers an AI tool designed specifically to generate scripts. Users enter prompts with specific instructions regarding format, length, theme, and tone to create customized video scripts tailored to their needs.

While controversial, deepfake technology showcases AI’s ability to synthesize realistic video content. Companies are exploring AI-driven deepfake solutions for advertising and entertainment purposes, allowing for hyper-realistic video creation. Similarly, tools such as Capsule enable content creators to generate voiceovers without the need for actual human narrators by utilizing AI-based voice synthesis.

Although there are already several cases of deepfake technology being used without consent, brands such as Zalando have proven that the tactic can be used legitimately, with impressive results (see below). Who knows, maybe your future marketing videos will star a convincing AI-generated Morgan Freeman.

As technology advances, so does the potential for AI in video marketing. Here are key areas and emerging trends that will shape the future landscape:

Integrating Augmented Reality into video marketing means experiences will be more immersive and interactive than ever. With the help of AI, AR applications may allow users to interact with products showcased in videos, virtually try them, or engage with branded AR content. Talk about a new dimension of marketing!

It’s no secret that video can have a profound impact on SEO strategies. So, it is no surprise that artificial intelligence will likely play a crucial role in refining video search engine optimization (SEO) and discovery algorithms. Improved AI algorithms may better understand video content, making it more discoverable for users. This could include better video recommendations, enhanced metadata analysis, and improved search relevance for video content across platforms. Tools like Yoast SEO are already making it easier for marketers to enhance their video marketing with AI features that generate titles, meta descriptions, and more.