I asked Anthropic’s Claude.ai to help identify notable video trends in marketing to IT buyers using video in 2024. I was shocked when the list of trends came back with no of mention AI.
When I suggested that an AI writing about the future of anything tech-related without mentioning AI seemed pretty weird, Claude answered apologetically with some sensible (and some pretty dubious) suggestions, the most salient of which was “tapping into AI tools to help scale and customize video marketing.” Sounds right. This is already happening now and is well worth your attention.
Scale and customize video — more, more, more.
Scale matters because 90% of IT buyers watch many videos during the vendor research process, and because the buying teams are getting bigger.
Videos enable IT teams to quickly screen and compare solutions, seeing them in action side-by-side. Visually comparing how use cases play out saves buyers significant time, especially compared to scrolling through pages of collateral and demos. Videos also help buyers confirm and explain why they favor one over another.
I’ve written previously here and here about nifty ways AI editing tools help human editors turn out more videos faster by taking over humdrum tasks, like disguising jump cuts. But I don’t think Claude’s prediction that AI will “auto-create dynamic video content tailored to individual prospects” will be happening this year.
Still, there’s more to scale than simply producing more videos — more viewers, attracted by better search results, for example. The searchable text in transcripts and subtitles improves SEO. Subtitles in several languages greatly improve accessibility. Clickable transcripts can improve the user experience for buyers looking for specific use cases and functionality.
Most video platforms today, including YouTube, auto-generate transcripts and captions you can edit. An ai-powered platform we use, muse.ai, will even create a nice-looking, uncluttered video web page for you.
Other AI-capabilities available from platforms include:
- Index — identifying and communicating the main topics in a video upon upload
- Search your entire library of videos for words, people (e.g., faces), objects, text, sounds, actions, related concepts in a video
- Transcode video for different streaming devices
- Add on-screen labels to the video to help viewers find what they’re looking for, and to emphasize key points
- Make clips. The quickest and easiest way to increase the ROI of a video — repurposing relevant sections for a particular audience.
2023 was such an astonishing year for artificial intelligence that people are already starting to take it for granted. Practical benefits for video marketers will undoubtedly continue to multiply, but there’s plenty of opportunity to boost the value of your videos in 2024 with tools that are already out there.