How Artificial Intelligence Is Transforming Video Marketing

You have a stunning video ready to engage your target audience. How do you make sure it reaches the right viewers and establishes a deep emotional connection? Continue reading to discover how you can use AI for video marketing.

Artificial intelligence (AI) takes the guesswork out of content creation, video production (pre- and post-production), and distribution (video content channels). It makes sure that your content is more personalized and the process runs effortlessly.

This guide will focus on various aspects of video content marketing, its challenges, and how AI can help to solve them. We'll also share best practices and examples to ensure you can implement them right. After reading, you'll have the proper knowledge and tools to make AI work for your video marketing campaigns. Let's start.

Artificial Intelligence's Role In 4 Video Marketing Aspects

We'll explore several aspects of video marketing and see how AI improves them. You will discover actionable strategies to enhance your audience engagement and satisfaction as you read on.

1. Audience Research

Audience research is the process of deeply understanding who your target audience is (interests, behaviors, etc.). So, you can create high-quality video content that speaks directly to your intended audience.

This involves gathering, analyzing, and interpreting massive volumes of data to visualize your target audience better. Here's how AI can make the process smoother and time efficient.

1.1. AI-Driven Tools For Data Collection & Analysis

AI will gather all the data from various online sources. These sources include social media platforms, web analytics, and customer relationship management (CRM) systems. It will automate the process to save time.

For this, you can use data integration platforms because it offers an all-in-one solution. It can automatically consolidate data from various sources and provide a centralized location for data storage and management. The location can be a database, data lake, or data warehouse. 

Let's say you want to migrate your data from PostgreSQL to BigQuery; you can use the Estuary Flow platform. After connecting your PostgreSQL and BigQuery accounts to the platform, Estuary Flow detects and captures all data on the available tables. They will also back the data up in cloud storage as collections.

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Click the Materialize Collections button to connect these collections to your BigQuery dataset. The best part of it is that they implement a data normalization technique. It's a process that removes any form of data anomalies — errors, duplicates, and poor table construction. You can also use Estuary Flow for migrating data from these sources:

• SaaS (e.g. Salesforce, Hubspot) 
• Streaming platforms (e.g. Google Pub/Sub, Kafka)
• Databases using real-time change data capture (CDC)
• Cloud storage (e.g. Amazon S3, Google Cloud Storage)

Whatagraph is a much better option if your marketing data comes from online applications (social media and ad platforms). The process is much more straightforward compared to Estuary Flow.

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Whatagraph also provides a drag-and-drop report builder so you can interpret the insights through easily understandable visualizations. Other AI tools you can rely on are the following:

• Speech Recognition: Collect data from voice recordings like customer support calls and podcasts to convert them into text
• Social Listening Tools: Other than providing audience insights, they can also detect consumers' sentiments about your brand/products
• Natural Language Processing (NLP) Algorithms: Gather and analyze text data from customer reviews/feedback, social media comments, and news articles

These AI tools effectively detect and identify trending topics, emerging issues, relevant keywords, and customer sentiments.

1. 2. Audience Profiling & Segmentation

With tons of data and insights at hand, audience profiling will help you organize them into more manageable groups (segments). Each segment should have a combination of criteria and variables to further differentiate one group from the others.

The criteria are the foundation of creating a segment. It refers to the key attributes of your target audience, such as:

• Geographic location (city, region, etc.)
• Behavior (purchase history, frequent searches, etc.)
• Demographic information (age, location, occupation, etc.)
• Psychographic characteristics (interests, values, lifestyle, etc.)

Make sure to choose specific and relevant criteria. The more relevant they are, the more accurate you can engage your audience. On the other hand, variables represent all the measurable elements of the individuals, like age and income.

AI can also identify common traits about your chosen criteria and variables. Let's consider an audience profiling for a retail shop that sells women's Halloween outfits and lingerie as an example.

Since Halloween is a worldwide event, AI can pinpoint traits of enthusiastic individuals who love attending costume parties and other themed events. It will help you create a segment and call it festive shoppers. Don’t forget that AI can also assess a segment’s engagement level, determining how active or passive they are with your brand.

You can include it when creating a customer profile; here’s a sample:

• Demographics: Adults aged 18-40
• Preferences: Looking for unique and creative Halloween outfits and lingerie
• Behavior: Frequent buyers of Halloween outfits and accessories and often purchase multiple items
• Engagement levels: Actively looking for new costume ideas, Halloween-related content, and different promotions

Adobe's Audience Manager is an excellent AI tool for audience profiling and segmentation. They feature a segment builder with a user-friendly development environment. Here, you can manage audience traits, create trait groups, and set other qualification criteria.

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They also developed an advanced customer data platform (CDP) that connects anonymous and known data to create B2B/B2C customer profiles. Since they use streaming data, your customer profiles can update automatically while maintaining a privacy-ready status.

2. Content Creation

Content creation in video marketing is similar to filming a short movie. You need to create a captivating story, write a straightforward video script, and shoot a professional video. It's a creative process to share valuable information about your brand, product, or offers.

Video creation is the most crucial step in the video marketing process and also the most time-consuming. Fortunately, AI technologies have made it easier for digital marketers to create, customize, and optimize video content more efficiently.

These AI-powered tools save time and resources and maintain consistency in branding and messaging, aligning them with your overall marketing strategy. Here's what AI for video marketing can do to simplify the video content creation process.

2.1. Deep Learning For Video Content Creation

AI technologies are getting smarter every day. You can now train them to create short and long-form videos at scale. Deep learning models are types of machine learning that can imitate how humans process new information.

If human brains have billions of neurons, deep learning has artificial neural networks. Each neural network has a unique method for understanding patterns, features, and relationships within a video. 2 types of neural networks commonly used in video creation workflow are:

• Convolutional Neural Networks (CNNs): Used for image processing and object detection
• Generative Adversarial Networks (GANs): Generate realistic images of human faces and render 3D objects resembling the training data

Most deep learning models can learn through previous videos. They will then extract meaningful features from each video clip, including video styles, colors, shapes, and motion patterns. Zebra Aurora™ Vision is one handy deep-learning software you can use.

Getting Started | Zebra Aurora Vision Studio™ Interface | Zebra

The Generative AI software comprises 5 ready-made tools (add-ons) that can help you train up to 50 images. It will detect its features and defects with utmost accuracy. Once you're ready with the images, choose your preferred deep learning add-on and click the Train button.

You can choose artificial intelligence video generation platforms if you want an easier method. These video generators can produce video content from various data sources, including audio and existing video footage. They are user-friendly and come with various features to automate video content creation. Here are 2 of your options:

• Synthesis is an excellent AI video generator for creating explainer videos, product descriptions, social media posts, and training videos. It features 140+ languages so that you can create your video script in your target audience's language.
• Deepbrain AI is a better AI video generator for producing a photo-realistic avatar-based AI video. It also automatically generates video from input text. So, you can create new videos in minutes, complete with background music.

While AI and machine learning can help generate video content, you should make sure it maintains a human touch. You can use historical data to promote empathy and a sense of authenticity. This is exactly what Nike uses when creating their AI-generated video ad called “Never Done Evolving” with Serena Williams.

Nike - Never Done Evolving, ft Serena (case study) Digital Craft Grand Prix at the Cannes Lions 2023

They combine several AI and machine learning technologies to detect, analyze, and learn Serena William's play movements. All data and raw footage come from the official tournaments throughout her career.

They also created a digital avatar of Williams to recreate these movements. So, it will appear that the athlete's two-generation selves (1999 and 2017) are responding to each other. Nike created the AI-generated video ad to show the athlete's evolution throughout her career. 

2.2. Automated Video Creation

Most AI-powered tools can make engaging videos with little to no help from humans. However, if you want more control but don't want to start from scratch, automated video creation is your best option. This method provides you with pre-designed templates to quickly put your video together.

Lumen5 is a popular video creation platform that lets you create unlimited videos per month and offers over 30 templates. You can start with its standard plan, which is free forever. You can get limited access to its features and can make a video in 720p resolution. If you need more video options and higher video quality, you can sign up for any of its monthly/annual plans. There’s also a maximum of 10-minute limits for video duration.

Lumen5's popularity is more on its capability to transform blog posts and other written content into videos. The generation process is simple — place your blog post URL or copy/paste your content directly into Lumen5. Let's turn Vector's blog post about yard management systems guide into a video to show you how it works.

After we've pasted its link, it imported all the visual elements and text it found in the blog post. Click the Continue to AI button, and it will direct you to its Script Composer. The initial result is a summary of your original blog content. But the app offers AI-generated scripts that give fresh ideas to enhance your video scripts.

Since this is a guide, start the script with the basic information — defining yard management and its benefits. You can follow it with the software comparison. Once everything is set, you can convert it to video.

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The main dashboard presents all the tools you need to create a professional video. AI matches the blog post's text with relevant stock footage to make it engaging. If you feel it doesn't fit well, you can choose any free stock image or footage from its video library.

Since Vector's yard management systems guide offers 4 options, you can add each product's images to build credibility and trust. It also sets the timing of each scene based on the average person's reading speed for your audience to easily read it.

Here are other incredible video creation platforms you can use, including their expertise:

• Adobe Creative Cloud Express: Generate customizable subtitles, captions, or transcripts automatically for your videos
• WeVideo: Perfect tool for creating educational videos like sales training, student engagement, and customer onboarding videos
• Synthesia: Feature a built-in text-to-speech video generation (400 male and female voices in 120+ languages) to give a natural human-like voiceover to narrate your video

3. Dynamic Video Personalization

Digital marketers also implement AI for video marketing to create highly personalized video content. It creates a more memorable, relevant, and engaging experience for their target audience, helping to increase engagement rates by 93%.

The first step in personalization is audience segmentation. Your segment's behavior and preferences will guide you in tailoring specific elements within the video, like the introduction and CTA. You can also create different versions of your video content to enrich the customer’s virtual experience.

Other than audience segmentation, here's how AI works in personalizing your videos:

3.1. AI-Powered Recommendation Engines

Recommendation engines use AI to suggest video content based on viewers' preferences and interactions. It typically uses 2 filtering techniques to determine which topic to recommend.

The first one is called content-based filtering. It suggests closely related video content based on the viewer's recently watched video. Let's take an eCommerce platform that sells digital products (e.g., online courses and trading software) as an example.

A specific viewer's history shows interest in Discord-related content and monetization strategies (video tutorials). The content-based filtering will suggest related videos or courses like

• How to use Discord - Beginner's Guide
• Selling access to Discord using Whop (tutorial)
• How to make $10,000/month selling Discord access

On the other hand, collaborative filtering compares your audience's interests and behaviors with other viewers. If they watched similar video tutorials, it will find all their other video interests and recommend them to your audience. Let’s say they also find combat sports content enjoyable. You can expect your audience to receive suggestions about live MMA matches and comprehensive guides on how to become successful fighters.

Some AI recommendation engines introduce viewers to new content in your video library that they haven’t discovered yet. These videos can be closely related or similar to your audience's interests. Others also consider the video's popularity. If the video receives high ratings and user engagement, the recommendation engine will make it a priority to suggest.

3.2. Chatbots For Interactive Video

Incorporating interactive elements within your video improves customer experience. Chatbots initiate conversations. When your audience asks questions, you can explain directly or provide context about the video content. 

The chatbot uses NLP to understand and respond to your audience's questions and statements naturally. Professional-grade video editing tools like FlexClip offer AI chatbot features. In 3 simple steps, you can integrate or overlay the chatbot onto your video.

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Tommy Hilfiger successfully ran a chatbot in its video marketing campaign. They use the chatbot to introduce their new collection. They ask questions to determine their customer's style preferences and required sizes. If their customers want to purchase any items, the chatbot automatically adds them to their site's cart.

AI chatbots are primarily used for continuous learning. So, it becomes handy for training videos. Let's say a brand promoting an advanced metric analysis and data visualization platform wants to improve its customer experience. They can integrate a chatbot directly into their training videos, and as viewers watch these videos, the chatbot can guide them.

• Glossary
• Best practices for modeling business processes
• Frequently asked questions about metric and driver trees

You can also include a feedback loop in the video tutorials. It lets your audience provide feedback on their experience and help refine the chatbot's responses.

4. Video SEO & Discovery

Humans are not the only ones you need to consider when creating AI-powered video marketing ads and campaigns. You should also make sure to optimize them so that search engines can rank them higher in SERPs.

4.1. Keyword Optimization

Find relevant keywords that best describe your video content. You can start the search using a keyword research tool. Encode the words or phrases relevant to your topic, and it will provide a list of keyword suggestions. To narrow your search, you can include your website URL to extract the keywords you already have.

You can also include locations and languages in your search for more options. For instance, if you're offering a board and train boot camp for dogs in 21 US States. You can search relevant words/phrases for each State and identify the most competitive keyword (e.g. Atlanta dog training).

Short-tail keywords are good, but make sure to mix them with long-tail keywords. They are more specific and easier to rank. You can use keywords like dog obedience training, training dogs to walk on leash, and dog separation anxiety training. AI also performs the following:

• Competitor Analysis: Search similar or related terms
• Predictive Analytics: Uses historical and current data to forecast the audience's future behavior and preferences
• Voice Search Optimization: Identify conversational keywords and phrases that consumers use when speaking to virtual assistants
• Content Gap Analysis: Compares the keywords you're targeting with your current content to identify areas where you may be missing out

After sorting out your keyword list, you can inject them naturally into your video titles, descriptions, images, and tags.

Conclusion

With AI for video marketing, creating highly personalized and effective campaigns becomes easier for digital marketers. Not only does that spark a lasting relationship with your audience, but it also increases engagement and profitability. One of its most significant transformations is analyzing massive amounts of data quickly.

This helps you understand your audience's behavior and preferences and determine which video content resonates most. Conducting A/B testing will help you find what works best. When testing, consider the video content channel’s trends to make sure your marketing video will have remarkable conversions.

Fraud can destroy your campaign performance metrics. The good news is you can use AI-driven fraud detection tools to pinpoint fraudulent activities like fake likes and phishing attacks. 

Need help to come up with compelling video content ideas? You can rely on Zupyak, your AI-powered content partner. Whether creating a short-form video or shareable video highlight reels, our platform equips you with tools and guides to spark your creativity. It can also make sure they will reach your audience effectively. Visit our website today and unlock your marketing video's full potential.