As more and more internet users gain access to faster internet, digital video continues to grow in popularity as a marketing medium. Recent years have seen tremendous growth in video marketing as consumers continue to spend more time watching video content. It goes without saying that artificial intelligence (AI) has revolutionized how businesses target their online users by offering an abundance of data, actionable user insights and tangible campaign results.
Thanks to AI, the online customer experience can be tailored based on individual interests and preferences. The use of AI and its integration into data analytics is already transforming the video marketing industry.
AI analytics have given brands the ability to expedite efficient digital marketing strategies such as search optimization and ad targeting, making it possible for businesses to make decisions based on concrete data like never before. One of the channels that has and will continue to be shaped by AI analytics is video marketing.
AI-driven video marketing campaigns
In today’s marketing space, understanding how and where your audience is watching content has become as critical as the quality of content produced. Thanks to AI, brands can magnify the impact of their knowledge on audience and content behavior. AI tools and algorithms provide marketers with increased access to data and browsing habits.
So why is this crucial to your future video marketing strategy?
Well, the information you can gather about customers by leveraging AI tools and analytics can help you to create a video marketing strategy that is entirely driven by tangible consumer insights. With a broader perspective of your target audience’s wants and needs, your video marketing campaigns can be more relevant and geared to meet specific consumer interests. And it’s obvious that customers are more likely to click on videos that reflect their interests.
Video intelligence platforms to rely on machine learning
The use of machine learning to drive intelligence platforms will be essential to the future of video marketing. AI enables a more strategic use of the skilled workforce within a marketing department while actually producing more accurate and concise insights and metrics which would have been unattainable otherwise.
More personalized video content translates to higher engagement levels
Personal engagement is a major tenet of today’s marketing world-and for good reason! In addition to boosting engagement, the modern customer has come to expect a more tailored message in the digital space. Just a handful of brands have adopted personalized video marketing as yet, but as more companies get to see the evidence of personalized video content leading to higher engagement levels, you’re likely to see more of it in the future.
Due to the level of customization AI offers, we’re already seeing a steady decline in generic marketing content across all digital channels. The next few years will see AI take video marketing to a hyper-personalized level. It’s nothing short of amazing how technology can help you place the right video in front of the right audience at the right time.
Brands will invest in a video marketing strategy that’s been tried and tested
When it comes to video marketing, many smaller businesses and brands hesitate to invest heavily in a relatively new channel unless they are confident of positive returns on investment (ROI). And that’s where AI carries the day. AI analytics allows you to test your video content before investing extensively. The opportunity to test and learn what’s possible with AI gives brands a clearer view of the untapped potential of video content. As a result, more business will invest more of their digital marketing budget into AI.
AI can deliver real-time updates on creatives, allowing you to optimize your video marketing plans once they go live.
AI improves the customer experience while increasing conversion
According to various research findings, users are already spending a third of their time watching videos, and many perceive videos that are not relevant to them as a bit of a nuisance. Thanks to AI, you can serve your video ads only to those consumers who have been shown to have an interest in your products or services. And results show that consumers are more likely to purchase a product if they’ve watched a video about it rather than just read about it.
Moreover, all video promotion on social media platforms can be enhanced to reach the right target audience using AI cross-channel advertising platforms. In the long run, you can benefit from higher conversion rates at lower costs. Brands are already seeing the effectiveness and future of video advertising using AI and are now investing more in video marketing.
So what next?
AI is reshaping the video marketing space by offering marketers the opportunity to tailor video content and model their video marketing strategies through analytics. The result is a win-win situation for both consumers and brands. Going forward, AI will continue to be an essential tool in the future of video advertising, by continuing to help businesses develop relevant video content for their target audience.
