As a modern brand in a frankly mad marketing world, you don’t just need to know how to make your brand look pretty. Logo and typography still matter, of course, but you’ll also need to be a publisher of top-quality blog content and, as we’ll be discussing in this article, a top production team for your own video releases.
You might not have imagined that directing would be part of your business role, but that’s what it’s come to – consumers expect to see quality video from your brand. And if they don’t get it, this oversight alone might be enough to see them looking elsewhere.
That’s a lot of pressure, but this is yet another area where AI is changing marketing as we know it, and hopefully making your life easier in the process. Of course, you can’t simply hand the entire video production process over to a computer and expect good results. That said, AI can become an ideal aid for video production in ways we will discuss here.
Up First: Understanding What AI CAN’T Do
AI can’t take care of everything in your video production process, and nor should you want it to. Sure, there is such a thing as AI-generated video in the marketing world right now, but remember that consumers don’t love visible AI use within brand content. And, considering that the whole point of creating videos is to build that all-important trust, that’s an obvious downside.
Luckily, it’s one you can overcome by simply remembering AI’s limitations. For instance, generative AI video in itself is a big no for most brands, as it tends to have some pretty telling markers, like notable image breaks, strange pauses, and even additional fingers in some instances. So, can you skip filming altogether when you let AI into the mix? Absolutely not.
AI also lacks creative thought, meaning that, while you can technically feed it a video concept and produce a script, it’s probably best not to if you actually want videos that sell. Instead, keep the creative stuff in-house to ensure cohesive video plots, natural speech, and generally impressive results.
So, What CAN AI Help With?
If AI can’t actually make the videos for you, then why would you use it at all? Well, there are actually a fair few reasons for making use of AI in your background video production processes. But what are the most valuable uses AI has at this stage of production? Let’s take a look.
# 1 – Speeding up the Slow Parts
Filming can undeniably feel like a long slog, but do you know what’s even longer? The editing process. Not only does this part of production require specialist software and editors with knowledge of how to use it, but it can also take weeks if you want a really high-quality video. Now, don’t get us wrong, bringing the experts on board still makes sense if video is your main marketing event. But if you’re just uploading on YouTube once a week or creating one video per campaign, then AI editing could prove transformative for you.
Without editing programs or experts, AI can get to work cutting your raw footage into a (somewhat cohesive) storyline in mere seconds. Admittedly, AI is a first-pass kind of guy, meaning you will still need to ensure that a human eye runs through those stories, adds in all-important brand messaging, and makes those arcs more satisfying. But you’re still looking at a process that will take half the time it would otherwise. AI can even get to work cutting those clips for different short-form formats, from Instagram reels to TikTok uploads and beyond!
# 2 – Improving Video Quality
Let’s be honest, even AI can’t transform lo-fi content. This is why brands increasingly need to work with high-res, great quality recording software like the Osmo Pocket 4, which utilizes ultra HD alongside filming benefits like spotlight follow and dynamic framing. But remember that, as a brand, you’re also working with expectations like the need to create content that’s consistent in everything from its visuals to its sound quality and beyond.
AI is great for this, as it can quickly highlight entire videos to match things like color tone, audio volume, and more. AI is also on hand to manage repetitive but vital visual tasks like resizing or reformatting clips to make them fully accessible to the largest audience, while allowing you to easily record across devices without worry.
These are things that would’ve really slowed you down in the past, and even then, they might not have been entirely fixable issues. Now, though, AI software like Videoproc has got you covered.
# 3 – Enhancing Accessibility
Accessibility is vital in content creation, especially when it comes to videos, which can appeal to a very limited audience if you don’t get your act in gear. In recent years, we’ve especially seen a rise in the entirely reasonable need for detailed and accurate audio descriptions and subtitles/captions. Not to mention that you want as many people from across the world to have full access to videos that they can always view in their own language.
AI is leading the way with video accessibility that simply wouldn’t be possible if you tried to do everything by hand. For instance, AI-generated subtitles are now part and parcel of many production processes, albeit with the need for one last human pass to iron out any lingering mistakes before publication.
More recently, AI has also evolved to enable more authentic, easily accessible language changes, such as the lip-syncing translation capabilities recently introduced on Instagram. This is something you simply wouldn’t be able to do yourself without major expense. As more consumers benefit from these technologies, you’ll want to get on board with AI programs that can manage this for you.
Is AI a complete answer to every video production question you’ve ever asked? No, and nor should you use it to entirely replace your video team. But, it can still be a fantastic assistant if you use it in the ways we’ve discussed throughout this article.