Videos are important to marketing today. In most marketing strategies they have become the focal point in terms of generating leads and bringing a good return on investment (ROI). However, it is a hard medium to pull off.
Creating videos isn’t a trick. It takes marketers at least two weeks to make one from beginning to end. But if there is a way to streamline the process, wouldn’t that be great? Many technology experts are coming up with ideas to help streamline video creation. The solution to the video creation conundrum is present in the form of Artificial Intelligence (AI).
Let us now read more about it.
In what ways is AI changing the scenario of video and video marketing?
A lot of people are imagining making videos without the need to write a script or pick up a camera. This is now being made possible thanks to Artificial Intelligence (AI) and Machine Learning (ML). It is happening as we speak.
Generative AI uses existing content like audio, video, and text. This helps in the generation of authentic content. Video marketers can automate numerous video creation processes, especially scripting, editing, and transcription. This helps them speed up these processes in seconds. This is an obvious benefit of using AI in video creation and generation.
AI is opening new avenues toward new ideas, executions, and visuals. It has helped many creators expand their creative palette.
Experts in the area began referencing ChatGPT. Everyone knows it is an AI-powered chatbot that generates responses and scripts. Synthesia is an AI software that helps generate human avatars for reading scripts.
Steps for creating videos using artificial intelligence (AI) based tools
Here are some worthwhile steps that can help marketers and associated professionals create videos through AI-based tools.
Idea creation and script writing
Video marketers often face difficulties in idea creation and generation. The script can only be made and approved once the idea is approved. There is nothing bad in making ideas. Yet they need to be practical. Doable and applicable.
However, for modern-day marketers, AI can be used for scriptwriting. It is indeed a game changer because ChatGPT and BARD have helped in this regard. Even though chatbots are no longer becoming practical, they can help overturn the ideas block (creative block).
What BARD and ChatGPT have done for marketers? They’ve helped them generate ideas and scripts. Whenever the creative block came in, these two helped. Moreover, the latter helped marketers into more details about videos, like:
- How long they should be.
- Amount of detail needed.
- The style required.
Results were desirable. Even as chatbots went into a decline due to inherent bias, they still laid the foundations for something better. Writing an ad in the style of either an infomercial or a TikTok video also became possible. Moreover, they can even request certain tones whether academic, humorous, professional or balanced.
Marketing experts have somehow cautioned against using AI tools to copy and paste AI-generated content. There are countless apps and tools that can help animators, designers, content creators and marketers alike edit and refine the content. This helps add personality, perspective, and of course, the brand’s touch.
This is why AI-generated content can only be used for concept creation instead of using it directly into videos.
Editing videos
Marketing experts have been not only exploring features but also the benefits of video apps. This helps them take the video from pre-production to the post-production stage.
Runway AI is one software that helps remove objects from videos’ backgrounds. This process through legacy and old software would be a time consuming process. It involved moving each frame slowly to trace out background objects. Now the process is simplified thanks to AI. For personalized video marketing solutions, tools like Portrait Pal can enhance your campaigns by creating customized AI-generated content. Other programs like Magic Hour offer tools that may prove useful such as a face swap option and other generative AI options.
Another worthwhile tool in this matter is Descript. It helps transcribe raw footage into text in a matter of minutes. It allows animators to edit and rearrange video content seamlessly. It removes the need of pausing and rewinding the frames and videos.
Converting raw footage into a polished end product is time intensive. AI-powered tools help streamline the process. It not only reduces the time spent but also makes the process smooth. These tools have a bright future.
Final video production
No doubt AI is remarkable. Yet it has its limitations when it comes to video production. Human avatars can be generated by AI-powered video tools. The avatars look like real humans and talk like them. But they aren’t really human.
It may not change immediately. Yet right now it is a limitation which AI may not completely overcome. This leads to the conclusion that AI isn’t the perfect panacea for everything. It can help in many areas of the video production stage. It is wise that animators, designers and marketers understand when it is wise to use this tech and when it is wise to do things the old-fashioned way.
Limitations of Artificial Intelligence (AI) for video creation and marketing
Approximately 70% of decisions are made on emotion, not rational. Video marketing must make the product/service visually appealing to the audience’s emotions. This helps it make an impact. However, there is an issue: AI can only mimic human intelligence, not human creativity.
Top-notch video editors have a unique instinct. They know when to understand beats, and when to apply them. They also know pacing, camera movements, and what part of the music is best for a video’s certain segment.
All of this is rooted in the storyteller’s creative and personal decisions. There is no substitute for that. Humans are more creative than machines in many aspects. Experts from a mobile app development company in USA stress on the fact AI cannot completely overtake and replace humans. Humans know when it is best to pull a trigger and when not to pull it.
How bad can AI-Generated videos be especially if they are unedited and not properly chiseled?
Excessive use of AI-powered tools will create an influx of generic and mediocre content. This can fundamentally overturn the essence of video marketing. The outcome can be a disastrous one especially when search engines start penalizing such content.
This problem was exacerbated when Google compromised its own algorithms to allow blog posts generated by ChatGPT to get bypassed and be ranked forcibly. What happened was that such blog posts became controversial and subject to investigation. Google had to revise its algorithms and new AI content detection tools rose eventually.
Creators of videos have a chance to set themselves apart from generic AI-generated content. They can stand out from the crowd and showcase their creativity. It is time that video marketers apply their digital footprints to their work. That will help them become more noticeable.
Conclusion
AI-Generated videos are a good thing. However, there are two kinds of them: Generic and Meaningful. The former is dangerous and spammy. The latter is much more beneficial, helpful, and worth the investment.
AI-powered video editing tools are a good thing to have. They help streamline the video creation process and help video creators make videos in less time when compared to the typical legacy-style process. AI tools are definitely a boon but are also facing increased scrutiny over the generation of generic and spammy content.
