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Thoughts - February 1, 2024

Navigating AI and Innovation in Video Marketing



Thoughts Thoughts

Navigating AI and Innovation in Video Marketing

In the ever-evolving marketing landscape, video has grown from a trend to a powerful — and crucial — storytelling tool that’s here to stay. With one-third of all online activity spent watching video content, its meteoric rise shows no signs of stopping or slowing as the world’s leading user-favorite content

For marketers, video is the overachiever of tactics, driving high-conversion metrics in everything from ROI to referral traffic. For humans and brands living in 2024, as we navigate an increasingly virtual world and dynamic currents of viewer preferences and tech advancements, it’s become pivotal to explore the role of artificial intelligence (AI) and other innovations shaping the future. Video marketing continues to thrive, making the integration of AI and innovative technologies not just a choice but a necessity for businesses seeking to stay ahead of the curve. 

Keep reading to uncover how your brand can adapt to these shifting realities in the creative industry and beyond. 

The current state of video marketing

In the early days of the internet, content was mostly read-only text. With the dawn of YouTube in 2005 and the hyper-social web in the following years, video has become a cornerstone of our digital lives and modern advertising. Human brains are built for visual information — research has found that we process images 60,000 times faster than text. That’s why video marketing today is more prevalent than ever across industries and the internet at large, embedded in how we do almost everything: learning, connecting, shopping, and even how we’re onboarded to a new company. 

The widespread use of short-form videos on social media (cue the TikTok phenomenon) and the incorporation of storytelling in branded content have grown at scale, with marketers continually adapting to capitalize on the shrinking attention economy. How does video marketing size up to other content forms? A recent HubSpot study reported that compared to other formats, video has an unprecedented level of influence on KPIs like traffic, leads, sales, and audience engagement. And numbers speak volumes: Video typically boosts engagement metrics that matter most, such as CTR (click-through rates) to SEO ranking and even harder-to-quantify indicators like brand trust and loyalty. Whether it’s the increasing consumption of video content, the rise in engagement metrics, or proven ROI, the data you collect and present make video a must in your long-term marketing strategy. 

See it in action: Rollerblading Boosts Ocean Spray Sales

Shaping the next wave of video marketing  

The future of video marketing is tightly intertwined with the groundbreaking influence of AI and other cutting-edge technologies that, seemingly overnight, transitioned from buzzwords in mainstream media to becoming an integral part of our daily workflow. 

By providing unparalleled insights into consumer behavior, AI is poised to revolutionize video marketing. So, why is this a big deal? It enables laser-focused targeting and the delivery of personalized content experiences. In the world of marketing, precision is key. Businesses are catching on and integrating AI into their campaigns for an even more tailored video content experience. It’s not just about fancy algorithms; it’s about connecting with your audience in a way that feels personal and authentic. As businesses continue to leverage AI for enhanced campaigns, we anticipate a shift towards highly personalized video content, resulting in increased engagement and conversion rates. 

But there’s more to it than just AI. Virtual and augmented reality are the superheroes of immersive video experiences. These technologies are ushering in a new era, taking audiences to a whole new dimension that’s not just about watching; it’s about experiencing. Think interactive videos with clickable hotspots and quizzes — making your audience an active participant in the narrative. 

See it in action: Special Look | Remember | Disney+

Adapting for the future

As AI takes the spotlight in reshaping the landscape of video marketing, businesses find themselves at the crossroads of innovation. With the terrain ever-shifting, influenced by consumer preferences, technological advancements, and emerging market trends, the key to unlocking the future is understanding how to seamlessly weave it into existing strategies. 

So, here’s the roadmap: to navigate this dynamic landscape successfully, staying proactive and flexible is non-negotiable. Real-time data analysis becomes the compass, allowing businesses like yours to stay in sync with audience behaviors. Keep in mind that insights aren’t just numbers; they’re the key to refining your content strategy and ensuring a tailored experience for your audience. 

Innovation whirlwind aside, don’t lose sight of the timeless power of creativity and authenticity. Good, old-fashioned storytelling is the backbone of any creative strategy — we recommend treating it like the main character and technology like a great supporting actor. At Studio Sage, crafting narratives that authentically resonate with audiences is not just a skill; it’s our passion. 

See it in action: Zoomtopia Zoom One 

Video marketing is growing and changing. With the dawn of AI and other immersive innovations, brands are entering a new era of generative content that promises better and smarter ways to captivate audiences. The future is calling, and it’s time to answer — Studio Sage’s signature blend of innovation and creativity is here to take you there. 


*Content and hero image created using Artificial Intelligence*


About the author

Becca Zarchy

Associate Marketing Manager

As Associate Marketing Manager at EA Collective, Becca leads efforts to create and curate content across Agency EA, Storyhorse, and Studio Sage.