How To Use AI-based Video Content to Elevate Your Customer’s Viewing Experience
Artificial intelligence (AI) has numerous uses in marketing, allowing businesses to scale their operations, personalize recommendations, and take most of the grunt work out of SEO and content optimization. But one area that not many people think of is using AI to build a stellar video marketing campaign.
Video is one of the most popular types of content, but it can be time-consuming to create, edit, and disseminate to the right audiences. AI can help, offering marketers tools to more efficiently create quality and personalized video content for users.
What’s more, AI-powered analytics can help businesses see what content gets the most hits and converts the most leads. This is critical in creating video content that appeals to the right audiences with the right messages at the right time. Inundating users with generic content can make videos a nuisance. But a well-timed video with content that fully and completely answers a user’s search query or product questions will increase traffic and sales.
We’ll take a look at how you can harness AI tools to increase the ROI of your video marketing strategies.
Bring Your Video Marketing to the Next Level
Most marketers know that releasing videos can be a great way to create hype before a product launch, show how to use a product or service, and more. But perhaps more importantly, AI-based analytics can also help marketers deliver such content to the audiences that are most likely to watch them. AI-powered tools can be used to make video content and delivery more personalized than ever to improve viewer experience and boost online marketing ROI.
Make Video the Face of Your Business
Personalization in marketing can refer to two different aspects of content curation:
- The personal nature of the content itself, and
- How recommendations are tailored to different users.
Here, we’re referring to the first (we’ll get to the second in a minute).
1. How Personal Can Your Content Be?
Video content offers new opportunities to add a personal element to marketing in an otherwise virtual business world. Studies show that 73% of viewers make a purchase after watching a video explaining a product. Explanations of your products and services, messages from employees or founders, and how-to videos are all examples of ways you can put a human voice and face to your business persona.
With strong use of video, this personal note can be the first impression prospects get of your business. Video marketing is easier now than ever with the ability to integrate social media into your website. According to industry expert Nathan Finch of Best Web Hosting Australia, the best website building tools allow for integrations with other platforms so you can provide all the important functionality through one interface.
“You can make your website mobile-friendly, integrate it with your social media feeds and update your website with the latest security measures whenever these become available,” says Finch. “You can even integrate eCommerce tools so that you can sell to customers right from your new website.”
Web Building Tools Employing AI-powered SEO
Good web-building tools also have AI-powered SEO and content creation functions to help you get started. Some of these you may have already heard of, like Zyro and Wix. But you might not have known they have full-fledged AI-generated web building technology.
Wix, for example, has a system called Wix ADI (Artificial Design Intelligence) that delivers an AI-generated website for you based on a few questions. You tell the generator about your site requirements and your business information, and it searches you on the web and pre-populates images and content.
Once you have the basics done for you, you can customize your content as desired. This is where you can include some more innovative uses of video. AI can even help in providing personalized content to your users that you didn’t even have to create.
For example, you can incorporate user-generated content into your marketing by encouraging your loyal customers to post video reviews of your products. Then, use your AI-powered tools like Wix’s SEO Wiz tool or easy integrations with Google Analytics to select the videos that perform the best with new users.
This will make prospects feel more connected to your brand. They’ll also be more likely to trust your products and services when they see explainer videos and reviews from other customers on your website. You can learn more about the SEO capabilities of website building software in this article.
2. Hyper-Personalize Video Offerings
Getting to the second type of personalization, AI-based tools can measure how your and your competitors’ existing content is performing so you can tailor future content accordingly. AI-backed data analytics will show how much and what type of engagement videos encourage. For example, you might find that your how-to videos get a lot of hits but don’t necessarily lead to sales.
AI content personalization systems work by reading text and metadata to identify topic, length, format, etc., and classify it accordingly. There is plenty of paid software out there for AI-generated video marketing. Google, for example, offers multiple APIs that provide AI-powered content moderation, recommendations, contextual analysis for advertisements, etc.
But there are also free tools available, depending on what platforms you favor for your video marketing. Tools like VidIQ and TubeBuddy, for example, are great for analyzing Youtube performance metrics and performing video A/B testing, keyword research, competitor analysis, and more.
After all, personalization is what makes video platforms like Youtube so effective. It offers tailored recommendations based on viewer history to keep site visitors coming back. You can take this further and see what topics, tones, lengths, etc. of video are best received by your target demographics. It’s well-established that personalized content and CTAs create greater engagement than generic ones. This is why you can’t afford to not take advantage of the personalization capacity of AI.
Combine the Power of AI and Influencers
Influencer marketing is gaining in popularity as a way to tap into the followings of social media gurus. Influencers are considered by their followers to be industry experts. So, partnering with them can help give your brand an engagement boost and build trust in your company. And you can use AI to find the best influencers to partner with and measure how partner content is received.
This is all thanks to Natural Language Processing (NLP), a sub-discipline of machine learning. Its purpose is to parse human language and teach computers to understand and interpret what we speak and write. This is a powerful tool in video marketing since many influencers use video as their primary content type.
For choosing influencers to partner with, you can use NLP to analyze what influencers talk about in their posts and channels using sentiment analysis. Sentiment analysis is the process of determining the positive or negative tone of written and spoken communication. This tactic can help gauge what people are saying about you and your competitors online – including what influencers are saying.
This is a form of brand monitoring, and it can be as useful for analyzing influencers’ online personas. You can make sure their video content is relevant to your target audience and that they have a tone and persona that matches your brand identity.
There are a lot of NLP tools available. Unsurprisingly, both Google and AWS offer one. For the programmers out there, you can also build your own NLP programs with libraries like the Python-based Natural Language ToolKit (NLTK). For an easy-to-use interface, TextBlob will allow you to perform classification, sentiment analysis, and more. No matter which NLP tool you choose, you can download video transcripts from Youtube, Vimeo, etc., or connect to Google APIs to run your analysis.
Influencer Matching Platforms
You can do sentiment analysis on your own, or you can outsource the whole process. In fact, influencer research is so important that there are influencer matching platforms specifically geared towards this effort. Based on brand goals and past influencer performance, AI-powered matching allows marketers to find the most relevant influencers. These platforms can also help weed out fake or augmented accounts.
For example, tools like IBM’s Watson let you comb through social media platforms and match with influencers based on pre-chosen personality or tone. Say your target audience is nature lovers. You could use their AI to only show you possible partners who are “adventurous,” “eco-friendly,” etc.
Finally, sentiment analysis aids in assessing the response to your and your influencers’ content. Using sentiment analysis, you can see what video content is received positively and negatively. This includes videos from your own marketing campaigns, your competitors, and your current and prospective influencer partners.
Conclusion
Remember, AI is a class of tools, not a strategy itself. You will need to think about your target audience and the goals of your marketing campaigns to determine how effective video marketing will be for your business growth. But with the help of AI-powered tools, you can create engaging video content, partner with influencers, and measure the effectiveness of campaigns more easily than ever before.
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