Well, things are getting more interesting for marketing, aren’t they?
While some rhetorical doors close, others appear wide open — which means you will have to adapt to the ever-changing conditions to stay on top with your marketing.
So let's talk about the major video marketing challenges for video marketers and how you can overcome them using video marketing automation.
The current challenges of video marketing
Before beginning, we would like to talk a bit about the background situation. There are a couple of things that have happened over the recent years that definitely imply the need for video marketing to change.
First, it's the decreased ad revenue on Facebook. In June 2020, Apple introduced changes to iOS 14 that allow the user to decide if they want to share their personal data with third-party apps.
And the growing privacy concerns have pushed users to opt out of giving that data to the apps.
With the data flow limited, Facebook is no longer able to peek into everything users are doing online, therefore it can not serve ads as efficiently as before.
The result: a 26% plunge in their value, which accounts for $250 billion. With a B.
But it’s not all bad. And that’s our second thing.
Video content is still growing in popularity among internet users: for instance, YouTube is now the second place people go to search for stuff. The first place obviously being Google. And you can even hear about Gen Z using TikTok as their primary search engine.
Marketers chase the trend and heavily rely on video content in their endeavors. That is because it does work: videos can increase the product sales by 140%.
So let’s sum up: we have to work within a tightening internet ad market, with most users shifting their engagement preferences to video.
You know what you have to do. You have to build your marketing around video content, and you’d better make each effort count. Because from now on, the mistakes aren’t that forgiving.
The storming advertising market, as well as users’ growing demand for greater quantity and quality of video content, poses a serious challenge to marketers. Those are:
- Video marketing budget cuts;
- Personalization of video content;
- Limited time on video content production.
Now, we can talk in detail about how you can overcome them.
Video marketing budget cuts
Paying money to earn money? In this economy?
But seriously, with people not knowing what’s the scariest — their grocery bills, airfares, or portfolios, it is understandable that the business becomes wary of the things it spends money on. Unfortunately, it’s not the time to make long-term plans and invest accordingly.
That means that the marketing department of every business now has to reflect on how they spend their budgets.
How to overcome it
You gotta be smart about this one. As it often is with video marketing, it rarely results in returning investment two minutes after you post your genius forged into a 30-second clip that blew the socks off your manager during a meeting.
You can’t make your video content perform better all the time. But what you can do is make your content cost less while retaining its quality with the help of video marketing automation.
Here’s how you can do it.
Implementing a Cognitive Computing cloud platform, you can get your hands on sophisticated AI algorithms that can analyze any footage and automatically create video content off that footage.
For example, take a movie out of your content library you need to promote on the internet or TV.
You can hire editors to go through it and cut the trailers for you, or you can have that happen automatically. The AI system analyzes the movie and gets into its context — that allows the software to properly select the scenes for a trailer, cut, and edit them into a cohesive trailer.
And just like that, you have a piece of content created ready to use in your video marketing. And you got it in a much more effective way from the point of cost and effort.
But you can do a bit more with that content — like taking that trailer and cropping it so that the clip would look better on phone screens. AI can help you here as well by cropping the video to portrait aspect ratio automatically. It’s smart enough to know where the action in the scene is and moves the frame appropriately.
So now you have a trailer that you can put out on YouTube or TV, and a cropped version of it to tease on TikTok or YouTube Shorts, or Instagram Reels.
Personalization of video content
Now everybody expects personalized experience, especially in the media industry.
Why wouldn’t they? The toothpaste is out of the tube on this one, since some media companies started recommending movies, and TV shows, and documentaries, and sports highlights, and other videos to their users.
The same goes for advertisements. There’s nothing more annoying than an ad when you’re trying to enjoy your content, but coming across a personalized ad that might be useful to you is much better.
Let’s be real: they’re not going away, so we better make them as little of an annoyance as possible.
How you can overcome it
Content personalization can also be subject to video marketing automation automated in these trying times.
We can continue with our movie trailer use-case. You can set up the AI software with features that identify the faces of celebrities and the relation of their characters to the plot.
You can then use the data to power content recommendations, allowing the users to discover more content with their favorite star.
Or you can make all kinds of customized trailers and highlight sequences. Then use those clips to promote the content to different demographics — not bad video marketing automation, huh?
And the ads.
Something like dynamic ad insertion can analyze the content, understand its theme, and then automatically insert appropriate ads. So, when your audience is enjoying a medieval fantasy TV show, then you can go Raid Shadow Legends all over them.
Limited time on video content production
Spending a good chunk of time on writing, shooting, and then cutting video content is a given for everybody involved in the process.
But when you are in a “well we can’t afford it anymore” economy, you think about all the things that plague the productivity of every department, including video marketing.
Just like we said — video marketers have to make every effort count.
So now you have to think about how you can spend your time in the most effective manner. What you can do here is figure out what parts of the video production process can be optimized in that regard.
We’ve got an idea for you.
How to overcome it
Let’s get another example of video marketing automation.
You get a recording of a hockey game you will be putting out on your platform, whether it is a TV channel or a streaming service.
That footage may include only the game recording, or it may have advertisements baked inside. Now you need to sit your editors and have them cut all of those ads out, so you could insert your own.
Would you like to try media automation?
But doing so automatically will save you a lot of time. You can have a Cognitive Computing pipeline implemented that would analyze the footage, find the advertising blocks, and replace them with videos of your choosing.
On top of that, you can also detect and replace brand logos in the footage automatically. Just another thing to make your advertiser happier.
All of that happens 50x faster than a human would do it — you end up saving lots of time that you could dedicate to other important tasks.
One could think that it is the best time ever for video content producers, with people heavily relying on video content as their primary source of the internet giggles.
But it's not that simple. Uncertainty in the economy and the tightening advertising market pushes marketers to tread lightly with their video content endeavors. There’s little room for mistakes.
Now creators face the public’s demand for better, personalized content on the outside while being restricted by budget cuts and limited production time on the inside.
How do you get the most out of that situation?
By handing over some of the more tedious work to AI, of course!