How to Use AI in Video Marketing and Distribution Strategy
Let Wistia and Jasper show you how to tap into the power of artificial intelligence to supercharge your video marketing strategy.
June 6, 2023
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Austin Canary
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If you’re a marketer looking to create more videos for your business, you might be facing the challenge of limited budget or resources to expand your production. But hey, there’s good news! Generative artificial intelligence (AI) has arrived with its game-changing power to make video marketing easier than ever before. With AI, you can do more with less.
We recently hosted a webinar with Jasper where we discussed the future of video content creation with AI and why you should implement AI into your video marketing strategy. In this article, we’ll highlight the key takeaways from that conversation.
Why should I use AI in video marketing?
Generative AI breaks video marketing barriers and helps reduce friction through video ideation, acceleration, and adaptation. When it comes to video strategy, production, distribution, and promotion, AI can help you generate:
- Ideas: brainstorming, scripting, storyboards
- Text: scripting, metadata (titles, descriptions, keywords)
- Images: video thumbnails, graphics, overlays, backgrounds
- Video: clips, voiceovers, music
- Editing: repurposing content, finding highlights, pulling social clips
When you’re diving into the world of generative AI tools, it’s helpful to understand the nuances of what you’re working with. Generative AI can sometimes bring up issues like bias, accuracy, generic outputs, and quality concerns. These are just a few things to keep in mind when using these tools!
“The real learning curve is actually integrating [AI] into your work in a responsible way that actually advances your goals.”
In the US, AI-assisted content can be submitted for copyright if the content 1) had significant creative input from a human, 2) doesn’t imitate a work already in existence, and 3) was not created solely by AI.
How do I use AI in video production?
We get it: The video production process can be a bit bumpy at times. Challenges can pop up during pre-production and scripting, the actual production phase, or even post-production when you’re editing your video. Identifying where you have trouble can help you understand where AI can lend a helping hand.
Pre-production
During the pre-production process, AI can help you develop ideas, outline scripts, storyboard, and even kickstart the scriptwriting process.
With image and video generation tools, you can create visual storyboards or a rough proof of concept early on. This can help get stakeholder sign-off and feedback before rolling the cameras.
Production
When your project is in production, you can go as far as generating video avatars for your on-screen talent.
Post-production
After you’ve filmed (or generated) your video, AI can help a ton in the editing room. From finding all the key moments to auto-editing to color correcting, there are a lot of new tools and features out there to help you edit faster. AI can even help you generate voiceovers and background music to polish up your video.
Our built-in editor comes with an AI-powered highlights feature that finds all the key moments in your video and helps you edit them.
How can AI help with video distribution?
When it comes to video distribution, promotion, and your overall marketing campaign strategy, generative AI has a lot to bring to the table. Let’s take a look at some of the things it can help with:
Metadata
Before you publish your video, you’ll need to give it a good title and description optimized for keywords and search intent. AI can help you generate this copy for your SEO and video distribution strategy.
AI can help generate what you need to rank on search engine results pages (SERPs) like metadata, keywords, transcripts, and schema.org markup script.
Another essential piece of metadata for your videos is an accurate video transcript, which allows search engines to crawl the text version of your video to help it rank in search results.
Accessibility
You’ll want to make sure that accessibility is a priority for every video you publish. AI can help you generate what you need to make your video accessible:
- Closed captions
- Video transcripts
- Translated subtitles
- Audio descriptions
You can use a video player like Wistia to load all this rich text data into your video embeds!
Promotion
With your video published and ready to be seen by the world, it’s time to kickstart your promotional efforts to make sure people discover your video. AI tools like Jasper can help you create entire marketing campaigns for your videos with things like:
- Email copy
- Social media copy
- Ad copy
- Blog post copy
Now with AI, you can create a more effective and robust video marketing strategy than ever before.
Create an AI video marketing strategy
Now that you have all this information, you might be wondering how to get started with creating a video marketing strategy that maximizes the power of AI to boost efficiency for you and your team.
First, take a step back and identify the areas where AI can close the gaps in planning, pre-production, production, post-production, distribution, and promotion.
As you move ahead, it’s important to have human oversight in place once AI becomes a part of your workflow. Put systems and editorial standards in place that ensure you:
- Remove clear bias or inaccurate information
- Adjust the generic text to on-brand voice and tone
- Improve the quality of the generated content
Finally, answer these questions for your business:
- What use cases do we have for AI?
- What are our standards for AI?
- Which AI tools should we use?
When it comes to incorporating AI into your video marketing efforts, remember that every organization is unique, and there’s no one-size-fits-all approach. It’s okay to start small and try scripting and ideation with AI. One thing is for sure: Your business will have an advantage over companies that haven’t embraced this technology.
