What was once a blooming technology, artificial intelligence or AI has spread its wings over a host of industries. Right from manufacturing, healthcare, and transportation, to data security, the realms of AI continue to expand. Despite stepping late to the party, the marketing industry has also embraced AI with open arms over the last decade.
AI has helped millions of businesses in the marketing sector scale their operations. Besides, the need for personalized customer service is more than ever before in today’s business landscape. AI-powered tools help businesses do just that. AI’s benefits extend to search engine optimization (SEO) and content marketing as well. But, did you ever think AI can make an impact in the video production or marketing space?
To be fair, considering how applications of AI have expanded, it may not come as a surprise anymore. That said, AI-powered video production and marketing is an innovative way to create engaging video content. After all, video is one of the most effective and popular types of content on the internet today. If you do not believe the previous statement, check out this interesting statistic. Around 88% of consumers want to see more videos from their favourite brands in 2022.
AI video marketing is new, fresh, and a blessing for marketers around the world. That said, marketers need to identify how they can leverage the power of AI to their advantage to create amazing marketing videos. This article will touch upon this subject.
Create AI-powered videos to make video marketing more impactful
Marketing professionals have recognized that video content is one of the most effective ways to market a product launch. Besides, video tutorials to educate customers on how their product or service work is another trick marketers deploy to generate positive results.
AI-powered video tools help marketers create content, monitor the key parameters of the marketing campaign, and deliver content to the right audience at the right time. AI video tools can primarily create personalized video content to enhance viewer experience and boost the increase in the return on investment for online marketing.
They can include personalization in different ways during content curation. One is where the nature of the content is personal on the whole. Two, recommendations are customized according to different users.
Let’s elaborate on the first point. We will examine the second point soon.
Drawing the line while creating personalized content
The benefit of video content is that it opens up a window of opportunity to add personal elements to marketing campaigns. A study has revealed that around 73% of customers would buy a product after watching a video tutorial about the product . Explanatory videos that talk about how your customers can use your products and services, video messages from the founders of a company, and how-to videos are some interesting ways to engage with your target audience.
Video content, if done right, can leave a good first impression on your prospects. Thanks to AI video tools and the rise of social media marketing, video marketing is not as daunting as it was before 2010.
Now, we will look at a different type of personalization. AI-powered video tools can assess your competitor’s existing content and determine whether it is resonating with their audience. This allows marketers to create better and even more personalized content. AI-powered analytics offers insights into key parameters including total engagement, what type of videos generate more engagement, and more.
For instance, although how-to videos get a lot of likes and shares more than other forms of video content, that does not mean that it leads to sales. AI content personalization tools examine text and metadata to categorise information according to factors such as topic, length, format, and so forth.
There are hosts of AI video tools available that enable effective and seamless video marketing. For example, Google offers a variety of APIs for AI-powered content moderation, recommendations, contextual ad analysis, etc. There are many free AI video tools available for different video marketing campaigns. For example, if you are looking to analyze your YouTube performance metrics and perform A/B tests, consider working with tools such as TubeBuddy and VidIQ.
Personalization is essentially what makes video services like YouTube so popular. It provides personalized recommendations based on viewing history to ensure users keep coming back for more video content.
You can explore further to determine which video topics, tones, lengths, etc. are most well-liked by your target audience. It is a proven fact that customised content and CTAs drive more engagement than generic ones. , it would not be a wise decision to ignore what AI offers in terms of personalisation.
AI video marketing with influencers, a new trend in the making
Influencer marketing is here to stay. At least the current trends show that. Even film stars, popular sports professionals, TV series actors, and other celebrities who are largely seen in television ads have turned to social media to promote brands. In addition, the micro-influencers trend has also caught up today.
Influencers are seen as industry leaders by their followers. Therefore, collaborating with them can increase brand engagement and boost customer confidence in your business. Additionally, you can utilise AI to gauge the success of collaborative content and choose the best influencers to collaborate with.
Natural Language Processing (NLP), a branch of machine learning, handles this. The goal is to break down human language so that computers may learn to comprehend and decipher what we say and write. Considering that many influencers utilise video as their primary form of content, this is a useful tool for video marketing.
Marketers can use NLP to identify which influencers they should work with based on their content. NLP helps you identify what topics are covered by a certain influencer, is the influencer relevant to your target industry, and more by using sentiment analysis.
Sentiment analysis is a technique used to figure out if written and spoken communication has a positive or negative connotation to it. This strategy can monitor what people, including influencers, are saying online about you and your competitors.
This is a style of brand monitoring that may also study the online personas of influencers. You can make sure that their video content speaks to your targeted audience and that their tone and character are aligned with your company’s identity.
Better and improved video marketing with influencer-matching platforms
Dating applications such as Tinder and Bumble help people find like-minded people whom they might date. What if we told you there are influencer matching platforms that help brands match with the most suitable influencers? No, we are not joking. Such platforms exist.
You can either outsource the entire process or perform sentiment analysis on your own. In fact, influencer research is so important that influencer matching platforms are developed especially for this. AI-powered matching enables marketers to discover the most suitable influencers based on brand objectives and previous influencer performance. These platforms can also aid in removing fake or artificially boosted accounts.
AI video tools including IBM’s Watson enable you to sieve through social media platforms and match with relevant influencers based on their tone and personality. Finally, sentiment analysis helps you measure how well your content and the content created by influencers are accepted. You can identify what video content is a hit and what is a miss using sentiment analysis. Information related to your marketing initiatives, those of your rivals, and those from your existing and potential influencer partners are included.
Salesroom makes a comeback this year after funding led by Craft Ventures
Salesroom has come out of stealth mode in 2022 after receiving $8.5 million in funding which was led by Craft Ventures. When there is scepticism regarding attention- and emotion-tracking features on video conversations, the business, which utilises machine learning to analyse participants’ voices, enters the burgeoning video conferencing market.
However, Mike Marg, a partner at Craft Ventures, notes that Salesroom’s AI-powered in-call assistant made the platform particularly intriguing for enabling the crucial time spent between sellers and buyers.
The platform also offers ongoing predictions of how likely a customer is to purchase a product based on how the buyer and seller interact with each other. The browser-based technology also offers live transcription, an in-call notes tool, and customised waiting and meeting spaces.
Salesroom enters the market when the video conferencing sector is experiencing a boom. Although Salesroom is not an AI video marketing tool, it uses AI technology for emotion analysis in video calls. Many have criticized the platform citing invasion of privacy.
AI video marketing is a trend that we expect to see in the future. Marketers need to understand that AI is a technology and a bunch of tools that aid in marketing. However, that cannot become their main strategy. They should consider both; their target market and the objectives of your marketing efforts. But with the aid of AI-powered tools, it’s easier than ever to make interesting video content, collaborate with influencers, and assess the success of campaigns.
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Image 1 Source: rawpixel.com
Image 2 Source: rawpixel.com
 (2022) “Video Marketing Statistics 2022” Wyzowl [online] Available from: https://www.wyzowl.com/video-marketing-statistics/#stat-5-2 [accessed September 2022]
 Thompson. D (2021) “How AI-based Video Content is Changing the World” [online] Available from: https://www.itechpost.com/articles/106767/20210820/ai-video-content.htm [accessed September 2022]