How artificial intelligence helps marketers create video content
In this article, we'll examine how marketers tackle the challenge of preparing branded video content that engages the audience and encourages them to take desired actions.
As Kristen, Senior Managing Editor of WordStream, points out, people remember 95% of the message when it is in the form of a video, while only 10% of the information is retained when reading text.
When it comes to business processes, videos generate clicks, shares, leads, and, finally, sales.
First seconds of the video are crucial to capturing the viewer's attention. You need to regularly generate engaging visual experiences in order to convert that attention into a relationship with the brand. An additional goal of this content is to be noticed despite the noise of an oversaturated digital landscape.
The task seems impossible to accomplish for a human being. As a result, marketers are turning to artificial intelligence for help. It helps identify trends in personalized video, buyable content, and B2B.
Personalized or unnoticed
Content personalization makes it possible to connect directly with a potential client, bypassing the stage of going through the general information noise.
Everyone wants to feel special. And this desire can become a powerful tool in the hands of professional marketers.
AI works well with data. And marketers can rely on the results of his work.
What AI can do:
identify a resource's preferred viewing time;
select products that may be of interest to the user;
find platforms that generate a lot of clicks;
help to create and deliver a personalized video.
In that way, the marketing department employees are relieved of the burden of creating, managing, and transmitting various types of content.
Usually, they provide direct integration to dynamic formats on paid and proprietary media and make it accessible to test and learn with personalization.
As a result, editing and rendering videos becomes much easier. Personalized content can be scaled more easily to make it more efficient for those who really need it.
I saw it, I bought it
E-commerce has reduced the number of steps from viewing to purchasing. One of the key elements for this change is shoppable video.
People do not buy products, but experiences and stories. There is less and less effectiveness in aggressive advertising, and more and more effectiveness in recommendations, reviews, and real-life experience.
The only way for a brand to tell these stories is through content. Content that is entertaining, useful, or inspiring motivates people to interact with brands and, therefore, leads them to buy, without even directly trying to sell.
Neuroeconomist researcher Paul Zak found that when we read an interesting story, the brain releases oxytocin, the “love hormone.” We literally fall in love with the product we learn about.
A good advertisement story holds shoppers' attention for 17% longer and they spend 56% more money because of oxytocin.
It is difficult to make a direct connection between content and product in traditional content marketing. In order to find and purchase the product the reader likes online, they must look away from the article or video. But there is no time for that today. In some cases, buyers may refuse to buy items because the ordering process is too complicated.
It is much more convenient to view and buy a product immediately. In the absence of this, the company loses money, and efforts to create and distribute a good story do not produce measurable results.
Placing product cards inside the content will shorten the chain by two steps.
"Shoppable" - content with the ability to purchase. The tool links content and sales and merges the processes of online shopping and content consumption. Shopping content, like traditional content, evokes a positive emotional response from the buyer, but allows users to buy the product immediately, without interrupting reading or watching the video - while oxytocin is in effect.
Shoppable content can be integrated into videos, increasing the chances of engagement.
Clickable videos with an option to buy have become popular over the past two years. Marketers insert product information into the video, and the user can simply hover or tap on a specific area to see information about the price and points of sale.
Among other things, artificial intelligence is able to determine the area in the frame where to place this information in such a way as to attract attention without annoying the user.
As shoppable content has proliferated, social networks have begun to implement the ability for business accounts to purchase without going to a third-party site. Thus, having solved the problem for brands, the reach that was cut if the user clicks on the link to buy.
In the next few years, B2B marketers expect user-generated content (UGC) and augmented reality tools to become more prevalent.
The combination of AI work and personalized content allows generating videos with an image that rotates 360 degrees. Users love seeing the product from all the angles, so the chance of conversion increases.
Thus, helping a person find what he is interested in with the help of detailed personalized content, brands have a chance to increase conversion.
New era of visual media
Artificial intelligence is fueling a new era of visual media and defining the language in which brands communicate with their consumers and potential customers.
It is important to choose the right tools in order to create compelling visual stories in large numbers, for everyone.
In order to recoup all investments, complex solutions are needed that automation offers for marketers, creatives and other professionals.
Personalized visual media are able to find an audience anywhere in the world where there is an Internet connection.
For example, two years ago, NVIDIA introduced an AI-powered cloud streaming platform. which enables service providers to use new AI capabilities for more than 30 million web meetings every day. Video conferencing providers running the NVIDIA GPU platform in the cloud can offer users new AI capabilities, including gaze correction, ultra-high resolution, noise reduction, face re-illumination, and more.
Since the data is processed in the cloud and not locally, end users can enjoy these features without special hardware.
Video marketing software that uses AI technologies:
Magisto - for video editing
GliaCloud - for automatic creation of videos based on text
Jumptvs - business data platform
Lumen5 - video creation tool
Kairos - RTB platform for online advertising management
Insights Now - for media and entertainment. Analyze your target audience with accurate, fast, and insightful data.
We at Callaba are also gradually introducing AI. For the convenience of Callaba Cloud users who use the platform for video surveillance and monitoring of any kind. You can rest assured that your footage will be delivered to your specified destinations without interruptions.
There are no limits on the number of cameras you can connect. With cloud infrastructure, you can scale infinitely and go as far as you need to.
We offer a 5 day free trial on AWS so you can see if Callaba is right for you.
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