Most people’s source of information has become videos especially, the Millennials and GenZ. Videos are engrossing, informative, and entertaining. We believe that everyone using social media is your Target audience. Who’s emotional connection is directly correlated to the video content they consume the most. Before the pandemic hit us, the media pundits predicted that 82% of all content would be videos by . However, the pandemic changed the game for everyone and accelerated video content generation. A Google-commissioned Nielsen Study reported that televised content will be replaced by OTT/video. These statistics have proven to be true and are backed today by over one billion active Tik Tok users, 397M Twitterati, 2.2B YouTube consumers, and Facebook users.
Today, for most brands, their communication strategy is ruled by video content as people of all ages are choosing to consume information through videos. For example, Nike which was famous for its Swoosh being across all print media and billboards to drive home recognition and recall, unveiled its shoe collection a few years ago on the streaming platform Twitch to drive awareness. The results were higher sales and a strong digital following for the brand.
The increased demand for video content has given birth to the use of disruptive technology tools to ensure quicker production, ease of use and lower costs which ensure the end gold – greater viewer engagement – is met. AI-enabled tools not only bring a breath of fresh air but have also made the entire production process democratic without the need for specialised skills. Here are some of the technical benefits of using newer tech for video content.
Watch what you want with the – ‘Meta-Tag’
The media’s production and post-production working model was revamped with the adoption of AI and ML tools. Meta-tagging data enabled the creation of shorter video content in real-time from a larger stock of content, plus, allowed it to optimise further with regards to size and formats best suited for the platform (social media or OTT) of choice; that too without much human intervention. Content cataloguing and metadata tagging through tech-enabled tools reduced human error and created automated work models. Meta-tags not only help in SEO optimisation but can also help reach your TA quicker, for eg: someone searching for the best shots by Virat Kohli will get feeds filtered and prioritised as per the tags added to the videos published.
The era of everything personalized and customized
The audience is spoilt for choice with new content being uploaded in social platforms every minute. This has also raised expectations and further fuelled the demand for quality real time content. AI-enabled tools provide real-time solutions, better efficiency, decreased release timelines, and assessment of the video content from a viewer preference perspective. AI-enabled tools have in-built supervised learning algorithms that offer personalized suggestions with rich metadata and voice input. This further results in quick turnaround time and as a result helps increase audience retention. For example: Netflix has been employing AI to create and personalise trailers based on demographics to increase reach and subscribers.
Engagement with Value Addition
Along with improving the quality and production process of the videos, providing automated video editing has also created monetary benefits by creating new revenue opportunities from existing content. These scalable solutions enable better content production regardless of the budget and size of the organization, further ensuring minimal discrepancies in present workflows. The tools also allow enterprises to seamlessly add sponsor messages to their digital content thereby increasing opportunities for revenue generation.
As Satya Nadella succinctly puts it, “AI and machine learning is being infused into every experience in a deep way, and you’re going to see a lot of that.” This aligns with the concept of how Artificial Intelligence and Machine Learning are changing the media industry. These technologies have significantly penetrated everything video. From content creation to broadcasting marketing agendas, AI-led platforms offer the ability to create influential, comprehensive, and assessable video content with speed and at scale.
The article has been written by Shyam Vyas, VP-Engineering, VideoVerse