AI-generated video content is causing a stir in the world of marketing. But what specific trends should marketers be focusing on to stay ahead of the game?
If you’ve been keeping up with the latest developments in AI marketing trends, you’ll know that AI video tools are leading the charge in this transformation. From trained ad avatars to hyper-personalized video scripts, these technologies are fundamentally changing how we produce content and interact with our audiences. But with such rapid progress, what exactly deserves all the hype?
Kieran and I recently dabbled with some of these new advancements in a recent episode of Marketing Against the Grain. This included a viral AI video on Twitter and an AI-generated ad that was created in under 15 minutes.
Out of the many AI video options out there, these four trends have stood out and demand close attention from marketers:
1. **Avatar actors and likeness licensing are now commonplace.**
Instead of hiring an actor to deliver a script or star in an ad, businesses can now acquire a license for an actor’s likeness. This likeness is then used to train an AI model, which can be used to create ads and avatars. This allows marketers to swiftly produce a variety of content, test different approaches, and refine messages without the logistical challenges of traditional video shoots.
For instance, a viral video ad featuring a woman casually discussing a product in her car may seem like it stars a real actress hired from Fiverr. However, the video is actually generated by AI video tools such as Arcads. This results in video content that is human-trained but AI-agent delivered, a concept that is quite remarkable.
2. **Low-quality yet authentic content is boosting engagement.**
Polished, high-budget video ads are gradually losing popularity among audiences. Instead, low-production, personable videos are taking center stage and outperforming traditional ads on platforms like TikTok and Instagram Reels.
The viral video mentioned earlier is a prime example of this trend. Despite its unpolished appearance in a dimly lit car with an unflattering angle, people are more inclined to engage with it. Why? Because it feels genuine, relatable, and personable, just like how a real person would talk about a product. This shift means marketers should experiment with AI tools like HeyGen and InfinityAI to create imperfect yet engaging videos.
3. **Video personalization and customization are essential.**
Personalized videos tailored to customers’ needs, languages, and preferences are vital for successful marketing campaigns. AI tools can leverage customer data from CRM platforms to craft personalized video scripts, ensuring that marketing teams deliver content that feels uniquely targeted and relevant to viewers.
During the episode, we showcased HeyGen’s Avatar in Motion, which creates customized avatars based on your likeness. By using unique tones of voice and gestures, HeyGen can sync your video with any customizable input text seamlessly.
4. **Accelerated iteration is fostering innovation.**
AI tools significantly speed up the iteration cycle for creative video content and reduce lengthy production cycles. To stay ahead, marketers must innovate quickly and consistently, as the ease of copying and templatizing creative work may lead to a rapid commoditization of content.
In the long run, the best-performing content will have a shorter lifespan, necessitating marketers to continually produce new and distinctive ideas to stay competitive. Differentiation will depend heavily on the unique 10-20% of creative input, putting pressure on marketers to constantly generate fresh and innovative content.
Here are three tips for integrating AI into your video marketing strategy:
1. Experiment with different AI video tools to understand their benefits and limitations.
2. Utilize AI video features within your current marketing tech stack to enhance your marketing efforts.
3. Stay informed about legal and ethical considerations regarding AI video production to ensure ethical and effective use of AI in the future.
Don’t forget to watch the full episode of Marketing Against the Grain for a comprehensive discussion on AI video trends and strategies. This blog series, in collaboration with Marketing Against the Grain, delves into growth strategies and insights shared by marketing leaders Kipp Bodnar and Kieran Flanagan.