Artificial intelligence is one of the most exciting and terrifying developments of the 21st century. While it’s helped a vast number of industries improve and grow over the last few years, it’s also sparked a lot of debate over whether or not many human tasks will soon be replaced. Regardless of which side you may be on, it can’t be ignored that AI is a boon for many.
When it comes to marketing, AI has helped professionals deliver better-curated content to audiences and viewers for several years. By harnessing big data, AI enables marketers to better identify niche audiences, recommend more related content, and show ads consumers are more likely to respond to. It makes marketers’ jobs easier without directly replacing them ” an insight which may ease some anxiety.
AI can also improve marketing content when it comes to video campaigns. Video marketing is one of the most powerful tools a marketer has, so finding ways to better streamline and utilize it is critical. Here are a few ways video and AI are working together for the best possible marketing result.
AI Provides Better Personalization
One thing consumers now expect is personalized content. They will no longer respond to ads meant to capture the largest possible demographic. People only want to see content that is relevant to their needs from companies that are paying attention to what they want.
In this way, AI can help marketers by analyzing big data to provide the best possible personalized advertising experience. This means providing ads that are catered to their interests, as well as coupons or offers they’ll be most likely to engage with. It also allows for hyper-personalization, which is especially effective in short-form videos, one of the biggest trends transforming marketing. Audiences will be more likely to return because your brand will continue to give them what it is they want and expect.
Focusing on personalized content for consumers will boost your returns. By presenting content that people are more likely to engage with, you improve your key performance indicators and ultimately your return on investment. And it’s all thanks to a few AI mechanisms that help to amplify the human work you’ve completed.
Target Audiences Are More Clearly Defined
A huge part of a traditional marketer’s daily workload is defining and categorizing audience niches in order to give them the best experience possible. Modern consumers are incredibly individualistic, and they respond the best when treated as individuals. AI can create more narrow, defined demographics for marketers to work with.
With AI, these groups are pulled together from data sets collected over specific periods of time. You can better understand your target audience’s habits, interests, and what they’re most likely to click on when served an ad or an offer. You’re also more likely to build a consumer relationship that’s more catered to their needs and wants, which will keep them returning.
By having better-defined target audiences, you can improve the work you do as a marketer. Your videos will have a greater impact because they will be served to groups proven to respond to them. It’s important to keep privacy concerns in mind when personalizing content, but there’s no doubt that it can have a positive impact on sales. This will help your company, as consumers are more likely to purchase a product or service after watching a video about it.
Streamlines Consumer Content Engagement
In some high-tech cases, AI streamlines the entire video production process for marketers by doing it for them. This allows practically anyone with marketing knowledge to conduct successful video campaigns without having any knowledge of video production or design. In some simpler cases, AI simply promotes appropriate related content to keep the consumer on a landing page or video feed longer.
AI algorithms make it possible for marketers with videos or blogs to suggest more content on their site that may interest the consumer. The longer a marketer can keep a consumer on the page, the more likely they will be to engage with their product. Usually, this conversion would be one more manual task that a marketer would have to complete, but with AI it’s automated and streamlined, freeing up employees to focus on other things while still receiving the benefit of the work.
In some cases, you may be able to program certain content to show up based on how a consumer is feeling in that exact moment. It’s not so far off that companies like Affectiva will provide platforms that read consumer facial expressions to understand their emotions. This means a marketer could send a video to cheer someone up if they were having a rough day or an inspirational video if they look defeated. The capacity to forge deep emotional connections with customers will be essential in the future of marketing.
Regardless of whether or not you worry about robots taking over the world, AI can greatly impact your video marketing campaigns. The good news is, if you’re wildly uncomfortable, you can choose your own level of AI involvement. After all, humans are still top dog in the creative world.