To demonstrate how innovative generative AI can be, I wrote this blog post with the assistance of an AI writing platform named Jasper.

Startups are building innovative solutions that solve pressing problems and revolutionizing entire industries in the process. These companies are leveraging the power of artificial intelligence (AI) to create new products, services, and experiences for their customers. As technology continues to evolve, businesses that are able to leverage generative AI will be in a strong position to stay ahead of their competitors and differentiate their offerings in the market.

What Is Generative AI?

Generative AI is a type of artificial intelligence that focuses on the generation of new and unique output from existing sources. 

This technology can be used to create content, develop products, or provide services. In the world of AI, generative models are designed to learn from data and identify patterns, which can then be used to generate new content that is tailored to the user’s needs.

Examples of Generative AI

With this technology, businesses can automate tedious tasks, allowing them to manage their time more productively, collect data and insights, understand what's working well (and why), and experiment with different ideas rapidly. Consequently, businesses can provide a better customer experience overall.

Generative AI can be used by a multitude of industries in many different ways. From marketing to human resources to customer service, businesses of all sizes and sectors can benefit from the use of AI. Below we will discuss a few examples of generative AI models being utilized.

AI-Generated Images

1. Image-to-Image Translation

Image-to-image translation is when generative AI takes an image and turns it into a new, related image.

This could be used in a variety of ways, such as taking the style of an image and converting it into the style of another. For example, you can take a painting by Vincent Van Gogh and turn it into a real-life photo. You can take one of his paintings and add it to another image to get a similar style to his work. 

Not only can a sketch be converted into a realistic image, but objects can also be extracted from one image and placed in another. Furthermore, the features of an image can be changed all the way to the color, gender, and even age of the subject. The possibilities are endless.

2. Text-to-Image Translation

Text-to-Image translation is when words are converted into images. This process can be achieved through machine learning algorithms that are used to interpret the written text and generate a corresponding image.

Text-to-image translation can be used to create content in a visual format without having to create it manually. Marketers and content writers can create unique and engaging visuals for websites, social media posts, marketing materials, and more from simple text instructions.

When using Generative AI, you need to provide it with inputs in order to get the desired outputs. This often requires a learning curve as you get familiar with what inputs work best. Even after receiving the output, there is usually still some editing required. Jason Allen, who won an art competition using AI, said it took him 80 hours to complete.

AI-Generated Text

1. Text-to-Text Translation

Generative text is a type of artificial intelligence (AI) that automatically generates new, original texts from a given text.

Text-generative AI leverages natural language processing (NLP) and machine learning algorithms to process and analyze existing texts in order to generate new ones. The technology is highly versatile and can be used for many different types of applications, from creative writing to scientific research. The generated texts can be used for various purposes, such as paraphrasing, summarizing, creating entire articles, writing product descriptions and reviews, and so much more.

Generative AI is enhancing the productivity of professionals in knowledge and creator-based economies. Through automating processes, writers, designers, and marketers can work more rapidly and efficiently. Furthermore, you don't need to be a professional to write, as it helps reduce the barriers to entry.

Remember that, at the beginning of this blog post, I stated that I wrote this blog with the assistance of an AI writing platform? Well, sometimes, I would type out some text and ask Jasper to rephrase it; other times, I might type out half a sentence and see what it comes up with.

2. Text-to-Speech

Text-to-speech makes it possible for machines to read out loud any text that has been inputted into them. The technology is able to recognize and interpret the text from documents, emails, webpages, or any other digital source. It then converts the text into speech that can be heard through a device, such as a speaker or headphones.

This technology is often used to make digital information accessible to those with visual impairments, reading difficulties, as well as to learn and translate different languages. Text-to-speech is used in various applications, such as customer service, virtual assistants, and audiobooks.

Text-to-speech creates a space for multitasking, as it can free up time from having to read through long articles or books, while still getting the same amount of information. It’s also a great tool for those who have different reading preferences, as the speech can be slowed down or sped up to suit individual needs.

3. Speech-to-Text

Speech-to-text is the opposite of text-to-speech. As the name suggests, it takes speech and converts it into text. This technology is used for a wide range of applications, such as dictation, voice search, virtual assistants, and more.

Essentially, this allows you to type as you speak. Instead of manually typing out a lengthy document or email, you can simply talk into the computer microphone and have it automatically transcribed. This feature is beneficial to those who are fast talkers or need to quickly get thoughts and ideas down in writing. 

Speech-to-text also opens up opportunities for those with physical disabilities, as it eliminates having to type out documents and emails. There’s even glasses that show you subtitles as the person speaks! 

Both text-to-speech and speech-to-text technologies are paving the way for more efficient and accessible communication.

AI-Generated Videos

1. Video Generation

Videos can be created using text, images, audio recordings, and other visual elements.

With the help of video generation tools, users can easily create impactful videos, whether they use text-to-video tools, image-to-video tools, or a combination of both. This technology uses machine learning and computer vision to generate videos from a given scene or image. Through the use of AI-assisted video production, some platforms offer simple drag-and-drop capabilities, while others offer advanced features, such as custom transitions and sound effects to create more dynamic videos.

2. Video Editing

Videos can be edited using generative AI-powered technologies. These tools allow users to edit their videos with precision and accuracy with minimal or no effort.

Generative video editing removes the barriers to entry, as you don't need to be an expert video editor to create beautiful, eye-catching videos. With Generative AI, you can easily add subtitles, speaker titles, intros and outros, graphics and highlighted text, and even music to your videos - without having to lift a finger. 

AI video editors can help users save time by trimming videos, adjusting audio, and cropping to different aspect ratios. With Gen AI, you can efficiently repurpose one video into many assets for different platforms and use cases. Videos can further be repurposed into blog content, just as you can turn blog posts into engaging videos. Artificial intelligence video editing tools allow users to easily manipulate their video clips to look professional and polished.

Peech was honored to be featured in Base10's list of generative AI startups in the video editing space and to be awarded Best Product in AI & Data at the 2024 Product Awards. Our AI-powered solution helps video content creators quickly personalize and optimize their videos for different audiences and platforms at scale, automating the tedious editing process and making video repurposing a breeze. As a result, marketers can reach their business objectives faster, while providing customers with superior video experiences.

How to Get Started With Generative AI in Your Own Business

Generative AI is a great tool for businesses and marketers looking to create new and innovative content efficiently. By using generative algorithms, businesses can create products, services, or marketing materials that are truly unique. If you're looking to get started with generative AI in your business, there are a few things you need to keep in mind. Here are four tips to help you get started:

1. Understand the basics of generative AI and how it works: While the above is not an exhaustive list of generative AI, the sky's the limit. Now that you know the basics, you can start using it for your own purposes.

2. Identify the areas of your business where generative AI could be useful: Whether you work with written, video, or audio-based content, knowing the generative AI in that space and what it's capable of can help you make decisions on where to apply it.

3. Experiment with different generative AI tools and methods: Once you’ve decided on the “where”, move on to the “how”. Collect data and try out various tools.

4. Learn from your experiences and keep refining your approach: Generative AI works best when it's tested and refined over time. After you've collected data and used some tools, use the results to evaluate what's working and what's not.

Final Thoughts

Ultimately, generative AI helps you stay ahead of trends, speed up your workflow, and scale your business. Generative AI is a powerful tool to have in the workplace, and it will no doubt be a crucial element of many companies’ operations in the future. 

For example, generative AI could be used in product design to create new products using existing designs as a base. It could also be used in marketing to come up with more effective marketing campaigns for targeted customers in a fraction of the time it currently takes.

What are you waiting for? Start using generative AI today to improve your business!

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

In recent years, video has become one of the most popular forms of online content. And it's no wonder why: videos are engaging, visually stimulating, and easy to consume. 

According to Wyzowl, 87% of marketers say video has helped them increase ROI," making them a valuable asset for any business. 

Regardless of what you might be using video content for, there are so many things that go into creating video content. From recording to editing to publishing, it can all seem overwhelming. However, there are some things that you can implement to build a sustainable and replicable video creation process.

In this blog, we'll discuss some tips and tricks you can take advantage of. Just make sure you keep these things in mind while you create your next video!

Let's get started!

1. Get Strategic

At a time when consumers are bombarded with marketing messages from all sides, a well-crafted video can make all the difference in helping your brand stand out from the crowd. It's important to clarify why you are creating video content. As the saying goes - If you fail to plan, you plan to fail!

Anyone can create a video today, but what's going to get people to pay attention and listen to you? What is the value that your brand brings to the table? What video content will help communicate that value to your audience? These are all questions that you need to be asking yourself before you start creating video content. That way, you won't be adding to the noise, but rising above it.

There are a variety of video types, from testimonials to explainers to how-to videos and many more, that can all help you achieve your marketing goals. 

The key here is to pick the video type based on the goals of a specific campaign. For example:

• If you want to educate the viewer on your product or service, creating an explainer video or webinar can provide a better understanding of what it is that you offer and how it will improve their life. 

• If you want to position your brand as a trustworthy source, you could collect and share testimonials of customers loving your products. 

• If you want to generate more leads, you can create more thought-leadership video content.

2. Get Specific

Every video has a distinct reason for existing, be it to improve the viewer's understanding of what you do, establish yourself as an authority on a subject, or get your name known. 

To effectively communicate that your product or service is what your audience has been looking for, you must first identify who you are, who you help, and how you help them. You must also explain why you are qualified to help them and the next steps they need to take after watching your video.

Let's break this down:

Who you are

In a video, it's important to let people know who you are, because it helps them get to know you and your message better. This also gives them a context for why you're qualified to help them. While it doesn't need to be explicit in every video you create, they need to know who they are watching. This is why speaker titles and adding logos to videos can increase visibility and recognition.

For example, the speaker's name, title, brand name, and logo.

Who you help

Targeting your video content toward specific people with specific problems rather than just broadcasting to everyone, in general, is essential. Focusing on a specific audience allows you to create more relevant and helpful videos, making it easier to track the effectiveness of your content.

For example, say you run a content marketing agency, and you know that your target audience is likely not ranking because they are not optimizing for SEO. You could create a video around that, empathizing with the fact that writing takes a lot of time, and when it doesn't rank, it can feel like a waste of time.

How you help them

This is the bulk of the video providing your viewers with VALUE FIRST. You need to show that you're the person or company that can solve their problems and provide valuable insights that can help them take the next step in doing business with your brand.

For example, in the case of a content marketing agency, you could provide tips on optimizing a website for SEO and talk about key elements that your product or service offers.

What to do next

Finally, you need to include a call-to-action that tells the viewer what to do next. It's important to provide them with a way to keep engaging with your brand.

For example, if you've made a video about SEO, include a link to download an eBook explaining the basics of SEO or sign up for a webinar on advanced SEO tips.

3. Get Emotional

Most businesses today are aware of the potential of video content marketing. However, many fail to realize that simply producing videos is not enough. Whether the video you're creating is for potential customers, existing customers, or other stakeholders - you need to make it with them in mind. People don't care about you; they care about themselves.

In order to be successful, you need to focus on creating video content that will resonate with your target audience on an emotional level. This can be challenging, as it requires putting aside self-promotional tendencies in favor of a customer-centric approach. Only by truly understanding the needs and challenges of your target market will you be able to create the type of content that will build a real connection and provide real value. 

This requires trial and error as you test out what works and what doesn't with your video content. But the effort will be worth it, as an emotional connection is key to successful video marketing.

4. Share What You Know

When you share your thoughts, you are one step closer to becoming a thought leader. This can be done by talking personally about your company's story and its vision, mission, and values. This helps people see you as a real person rather than a faceless corporation.

When used correctly, videos can be remarkably powerful in conveying your message and forming a connection with your audience. By sharing your knowledge and thoughts with others, you will soon develop a reputation as a thought leader in your field.

5. Storytellers Become 'Storysellers'

Storytelling is about standing out, not blending in. And in the age of digital media, there's no better way to tell a story than through video. Video is an immersive experience where viewers choose to spend more of their time and more of their money on products and services that tell a good story. As a result, investing in video content is a smart way to ensure that your content marketing strategy is profitable and future-driven.

StoryBrand created a framework for brands to use:

• There's a character

• Who has a problem

• Then meets a guide

• Who gives them a plan

• And calls them to action

• Which helps them gain success and avoid failure

According to Vidyard, "93% of study participants believe that video converts the same or better than other forms of content." And what's a better way to tell a story than through video. You are that guide; your job is to take them on a journey and convince them that you have the solution to their problem.

6. Make Use of Short-Form Videos

With short-form videos, you can quickly and efficiently deliver your message to a broad audience. You can create short, entertaining, educating, or inspiring videos. A three-minute (or less) video can convey a lot of information in a short amount of time, and it can be consumed quickly and easily by busy viewers.

7. Repurpose Content

In today's busy world, it's more important than ever to optimize the efforts you make. And when it comes to content creation, video is one of the most versatile and efficient tools you can use. Video content can be repurposed and shared across multiple platforms, reaching people worldwide. Videos can be turned into blog posts, podcast episodes, and short social media videos. 

Moreover, video is a highly efficient way to communicate and has a long shelf life. This means your video content can continue generating leads and sales long after it's been created. If you're looking for a way to connect with your audience and deliver your message efficiently, video content is the way to go.

8. Get Thrifty

No budget? No problem! No team? You don't need one! No experience? Don't fret! There is no limit to what you can achieve! Startups and SMMEs often have to get creative due to small budgets. Fortunately, plenty of free resources are available to help you get started, such as this blog.

There's no need to purchase a professional camera - most smartphones now can shoot high-quality videos. Videos can be relatively easy and inexpensive to produce. You can create engaging content without breaking the bank by utilizing free and already available resources.

Additionally, you can be your own presenter. However, anyone who's ever been in front of a camera knows that it can be a nerve-wracking experience. You might be worried about how you look, or you might be self-conscious about how you sound. 

The key to being camera-confident is to practice what you want to say and how you want to say it. If you're going to be interviewed on camera, rehearse your answers. Try doing a few test runs with a friend or family member. That way, you'll sound natural and confident when it's time for the cameras to roll. Filming yourself and watching the recording back can help you identify bad habits (like fidgeting or not making eye contact), so that you can work on them before your big day. Remember, the more you practice, the more camera confidence you'll have.

9. Use a Video Editing Software

With the advent of new video technologies, such as Peech, the possibilities for video editing are endless. All you need to do is upload your video, and Peech's AI-powered platform will automatically edit your video, adding subtitles, branded visual assets, and graphic elements, all according to your brand. And speaking of content repurposing, Peech breaks down long videos into dozens of topic-based short-form videos, so you can easily get a collection of assets to use in your content marketing from just one video.

If you want to get started with video marketing but don't have the time or resources to invest in a professional video editor, then Peech is the perfect solution for you. You can request a demo to learn more.

Final Thoughts

So there you have it! Your time is valuable; we get it. However, videos can help you to reach and connect with your audience. No matter what your organization's goals are, video content can be a powerful tool. 

Implementing these tips and tricks can help make creating video content less daunting and more effective. And the best part? You don't need any special skills or equipment to get started. Just grab your phone, hit record, edit, and start sharing your message with the world. 

If you're looking for a way to take your marketing to the next level, start incorporating video into your content mix; it could be the boost your business needs to succeed. Just remember that you've got to start somewhere. 

Are you ready to start using video in your marketing strategy? Start creating a video today!

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

In the ever-evolving landscape of marketing, the advent of Artificial Intelligence (AI) has become a game-changer. As we step into 2024, the impact of AI on marketing budgets is poised to reshape strategies, redefine priorities, and unlock unprecedented opportunities. Let's delve into the intricacies of this transformation.

The Impact of AI on Marketing Budgets in 2024:

A Paradigm Shift

Understanding the AI Revolution

AI is not just a buzzword; it's a transformative force. How is it reshaping the marketing landscape, and what does it mean for budget allocations in 2024?

In a world inundated with data, AI serves as the compass, guiding marketers through the vast sea of information. It transforms raw data into actionable insights, empowering strategic decision-making.

Maximizing ROI through Targeted Campaigns

How does AI contribute to the precision of marketing campaigns, and what implications does this precision have on budget optimization?

AI's ability to analyze consumer behavior, preferences, and market trends allows for the creation of hyper-targeted campaigns. This not only enhances engagement but ensures marketing dollars are invested where they yield the highest returns.

The Practical Impact:

Where Budgets Meet Technology

Optimizing Ad Spend with AI Insights

How can AI assist marketers in optimizing their ad spend, and what strategies can be employed to leverage this technology effectively?

AI algorithms analyze historical data to identify patterns and predict ad performance. This allows marketers to allocate budget resources to channels and campaigns that are statistically more likely to succeed.

Personalization at Scale: Redefining Marketing Budget Priorities

With AI enabling personalization at scale, how does this impact the allocation of marketing budgets, and what are the benefits for brands?

Personalization has shifted from a luxury to a necessity. AI facilitates dynamic content creation, ensuring each customer interaction is tailored. Marketers are reallocating budgets to capitalize on this trend, recognizing its potential to build stronger connections with audiences.

Embracing Chatbots for Cost-Efficient Customer Engagement

How do AI-powered chatbots contribute to cost-efficient customer engagement, and why should marketers consider them in their budgetary plans?

Chatbots powered by AI enhance customer interactions, offering instant responses and personalized experiences. Marketers see them not just as tools but as cost-effective team members, reducing the need for extensive human resources in customer support.

Addressing Key Concerns About AI Integration in Marketing Budgets

Is AI integration expensive for small businesses?

Contrary to common perception, there are scalable AI solutions suitable for various budget sizes. Small businesses can benefit from cost-effective AI tools tailored to their specific needs.

How quickly can AI show results in terms of ROI?

The speed of results depends on the complexity of the AI implementation. However, many businesses witness tangible improvements in terms of ROI within the first few months of adopting AI strategies.

Does AI replace the need for human creativity in marketing?

Not at all. AI complements human creativity by handling data analysis, leaving marketers more time for strategic and creative thinking. It's a collaborative effort that enhances overall marketing effectiveness.

Can AI adapt to the changing dynamics of market trends?

A: Yes, one of the strengths of AI is its adaptability. It continuously learns from new data, ensuring that marketing strategies remain aligned with the evolving dynamics of market trends.

Are there privacy concerns associated with AI in marketing?

Privacy is a valid concern, and responsible AI use is crucial. Marketers are increasingly adopting ethical AI practices, prioritizing consumer privacy to build trust and maintain brand reputation.

How can businesses measure the success of AI implementation in their marketing strategies?

Key performance indicators (KPIs) such as increased conversion rates, improved customer engagement, and enhanced ROI are indicators of successful AI implementation in marketing strategies.

Strategic Planning:

Budgetary Considerations in the AI Era

Investing Wisely: The Right Tools for Your Budget

With numerous AI tools available, how can marketers choose the ones that align with their budget and goals?

Not all AI tools are created equal. Marketers should assess their specific needs, consider scalability, and choose tools that deliver the most value within their budget constraints.

Training Teams for AI Integration

How important is investing in the training of marketing teams for successful AI integration, and how does it impact budget allocation?

An investment in training is an investment in success. Allocating budget for the education and upskilling of marketing teams ensures they can fully leverage the capabilities of AI tools, maximizing ROI.

Measuring ROI: Beyond the Numbers

In an AI-driven marketing landscape, how can marketers go beyond traditional ROI measurements to capture the full impact of their strategies?

ROI isn't just about revenue. Marketers should consider factors like improved brand perception, enhanced customer loyalty, and long-term value when evaluating the success of AI-driven campaigns.

Conclusion:

Charting the Course for AI-Infused Marketing Budgets in 2024

As we stand on the cusp of 2024, the impact of AI on marketing budgets is not just a trend; it's a strategic imperative. Embracing AI is not about spending more but spending smarter. It's a journey where data becomes a compass, and technology becomes the wind in the sails of marketing success. By understanding the nuances, addressing concerns, and strategically allocating budgets, businesses can navigate the AI-infused marketing landscape with confidence, unlocking doors to unprecedented growth and innovation. The impact of AI on marketing budgets in 2024 is not just a chapter; it's a new era, and those who seize the opportunity will undoubtedly lead the way.

Understanding Video Repurposing

Anyone familiar with recycling will grasp the concept of video repurposing quickly - it's fundamentally the same procedure but in a content production context. It involves transforming a single video into several unique forms of content, each designed for different platforms or audiences. These can be blog posts, infographics, podcasts, webinars, social media posts, and various content of short length suitable for channels like TikTok or Instagram reels.

Why Should Social Media Managers Care About Video Repurposing?

The first and utmost reason is efficiency. Creating quality videos is a time-consuming and expensive process. Yet, the newest algorithms and reducing attention spans often let even high-quality video content reside in feeds briefly. By repurposing, however, social media managers can extract maximum value from their efforts and investments.

Repurposing also ensures that your message reaches a broader audience. Not every user is active on all platforms, and different platforms appeal to different demographics. Video repurposing allows you to share your content on multiple platforms, making it accessible to an expanded viewer base.

Besides, repurposing encourages consistency in sharing valuable content, a critical factor for maintaining an active digital presence. It fills content calendars across various channels while keeping brand messaging consistent.

Key Steps to Implementing Video Repurposing Effectively

1. Identify Your Best Performing Videos:

Let the audience decide what content they find most engaging, and use these videos as your starting point for repurposing. Audience engagement and viewer retention metrics can be excellent indicators of impactful videos.

2. Break it Down:

Videos often cover multiple points or include different sections. These sections can be converted into standalone micro-videos, GIFs or images, each delivering a distinct message. For instance, an interview can be segmented into Q&As, an educational video into chapters, a webinar into key takeaways, and so on.

3. Adapt to Each Platform:

Different social media platforms have different guards: audience demographics, content preferences, video length limitations, to name a few. Adjust and customize your repurposed content accordingly, instead of a one-size-fits-all approach.

4. Use SEO Wisely:

Enhance your repurposed content's visibility by embedding relevant keywords, hashtags, and captions. They improve the discoverability of your content by search engines and social platform algorithms.

5. Keep the Branding Consistent:

Either by using the same color scheme, fonts, closing slides, or logos across all repurposed content, keep your brand's voice consistent. It maintains brand identity and increases brand recall.

6. Revisit and Update:

Online trends keep changing, but the value in your content doesn’t. Revisit your old content regularly. With minor updates and tweaks, they can be presented afresh.

To Conclude

In the vast universe of digital content, non-stop content creation can be draining and unsustainable. But video repurposing introduces a sustainable way around, letting you keep pace without burning out. It’s all about amplifying your content's mileage, maximizing reach, and maintaining a robust online presence.

Indeed, video repurposing isn't just an efficient content strategy; it's a treasure chest of potential waiting to be unlocked by smart social media managers. So buckle up and dive into the world of repurposing because, in this era of content saturation, recycling is not only for the environment but for your video content too!

"In my years of experience, I have often steered clear of the labyrinthine world of software applications. However, the undeniable efficacy of short-form video in communication cannot be ignored. This is where Peech steps in, wielding its wizardry. It crafts videos with such finesse and speed, one might think a troop of seasoned professionals was editing behind the scenes. Indeed, Peech has become not just a tool, but a cornerstone of our operation."

Suzanne Shorten | Summer Programs Liaison, University College Dublin

• Pre-Peech Video Editing Process

  The university's media team faced significant challenges with their video production process. Utilizing multiple video editing applications to piece together promotional content was not only inefficient but required particular video editing expertise, especially to maintain the professional standard expected from the largest university in Ireland. This process was time-consuming, and the reliance on part-time video editing staff meant inconsistency in availability and output.

• Challenges and The Move to Peech

  The need for a nimble video production tool was evident as the university sought to enhance its video materials with quick turnaround times. Key challenges included embedding subtitles, incorporating the university's branding, and ensuring a professional finish to support the institution's prestigious reputation. These requirements proved overwhelming with the piecemeal approach previously employed.

• Adoption of Peech

  Driven by the demand for swiftly produced, high-quality promotional content, the university embraced Peech. Peech's intuitive platform provided the perfect blend of speed, ease of use, and professional output, transforming the university's video creation process into a smooth, accessible procedure no longer hindered by the bottlenecks of skill-dependent editing software.

• Goals and Results

  The university had high hopes for Peech to streamline their video production and Peech certainly delivered. The ability to quickly generate short-form videos that retained a polished and uniform brand aesthetic was an objective that Peech not only met but exceeded. The outcome: an impressive suite of promotional videos that resonated with the professionalism of the institution.

• Key Features

  Among the myriad of Peech's advantageous features, the one that stands out for the university is the brand visual library. This inherent feature ensures brand consistency across all video content, enabling a cohesive and recognizable visual identity for the institution's extensive promotional efforts.

In conclusion, with the implementation of Peech, Ireland's Largest University has successfully elevated its video marketing game. The Peech platform has provided an accessible, scalable, and high-quality solution to the university's previously complex and fragmented video production process, further solidifying its reputation as a leader in higher education.

Namogoo specializes in eliminating disruptions along the customer journey and harnessing distinctive data insights on individual shoppers to facilitate the delivery of personalized digital experiences.

"Peech is like our video sidekick. With its smart subtitles and funky music choices, we're pumping out awesome videos in minutes, giving our design team a breather. It's basically our secret weapon for hassle-free video magic!"

Milena Farber | Senior Social Media Marketing Manager, Namogoo

Namogoo is Enhancing Their Video Production Efficiency with Peech

• Company's Video Utilization

  In today's fast-paced digital environment, video content plays an integral role in the communication and brand presence of our client.

  Namogoo primarily engages with video for dynamic marketing campaigns, creative hiring initiatives, inspiring industry-related content, and high-impact announcements regarding employee achievements and partnerships. These varied applications highlight the importance of video as a tool not only for external outreach but also as a vector for internal culture-building.

• Pre-Peech Video Editing Process

  Before the integration of the Peech platform, the company's in-house design team was tasked with the video editing process. They relied on accessible editing software such as iMovie.

  
  

  However, this method was time-consuming, pulling the design team away from their core responsibilities and slowing down content production.

• Challenges and The Move to Peech

  The catalyst for the platform adoption arose from a fundamental challenge: the disproportionate amount of time dedicated to video editing. The design team, being occupied with this task, faced a consistent bottleneck situation that crippled the speed and efficiency of video production.

  
  

  It became apparent that a specialized solution was necessary for optimization, leading to the adoption of Peech.

• Objectives and Anticipated Advantages

  Upon implementing Peech, the company aimed to revolutionize their video creation process by enabling rapid production and liberating their design team from the exhaustive editing workload.

  
  

  They anticipated several compelling advantages through Peech's adoption, such as a significant reduction in video turnaround time, an eased burden on the design team, and the convenience of a more intuitive and effortless video editing process.

• Peech's Impactful Features

  The integration of Peech brought about a transformational change in their video editing landscape.

  
  

  The features that stand out include the AI-driven subtitles, which guarantee accurate and effortless captioning; the seamless addition of intros and outros, which enhance brand consistency; and an array of background music options that set the perfect tone for their videos.

These tools, provided by Peech, have been instrumental in revolutionizing the company's video production.

This enthusiastic endorsement echoes the sentiment within the company, where Peech has not only met but exceeded expectations in delivering timely, efficient, and high-quality video content—reinventing the company's approach to video production.

With its user-friendly features and automation capabilities, Peech enables you to seamlessly transform conference sessions into engaging videos with a few simple steps. Here's a step-by-step guide on how to make the most of Peech for your conference content.

As part of the conference, first, plan the strategy, and then consider the different videos you would like to create.

What type of content would you like to create using Peech?

• Videos of the full conference sessions

  Recording full conference sessions is essential for preserving valuable content, extending accessibility to a broader audience, supporting ongoing learning, and serving as effective marketing tools for future events, all while generating additional revenue. These videos capture expert insights and discussions, making them accessible to those who couldn't attend in person, thus providing a lasting resource for education, marketing, and community-building. This enhances the overall impact and long-term sustainability of the conference experience.

  
  

  

  
  

• Spot different topics with highlight videos

  Creating highlight videos that spotlight various topics covered during a conference is crucial for distilling the most pertinent and compelling content, making it accessible and engaging to a wider audience. These videos offer a quick, digestible overview of key discussions, allowing viewers to identify and explore the subjects that interest them the most. For conference organizers, these highlight videos serve as effective promotional materials, showcasing the event's diversity and relevance. Meanwhile, for viewers, they become a convenient resource for rapid knowledge acquisition and decision-making concerning attendance at future events.

  
  

  

  
  

• Spot different speakers with highlight videos (so they can also share)

  Producing highlight videos that feature various speakers from a conference is immensely valuable for both organizers and the speakers themselves. These videos not only condense the most engaging and informative moments of the event but also provide individual speakers and influencers with the opportunity to share their insights and expertise with a broader audience, thereby expanding their reach and influence.

  
  

  

  
  

• Testimonials from conference participants

  Creating testimonials from conference participants is essential as it provides authentic and relatable feedback that can be used for marketing and future event promotion. These testimonials offer social proof of the conference's value and impact, instilling trust and credibility in potential attendees. They allow organizers to showcase real experiences and successes, highlighting the quality of content, networking opportunities, and the overall event experience. Consequently, this attracts more participants and contributes to the long-term success of the conference.

  
  

  

  
  

Here's a step-by-step guide to maximize your conference video content with Peech:

Step 1:

Customize your Brand Visual Style:

Personalize your future-generated videos by customizing your brand's visual style to match your event. This will help you maintain consistency and reinforce your event's identity.

Step 2:

Upload the Conference's Video Sessions to Peech

After establishing your brand visual style, upload the conference sessions you want to transform into snippets onto the Peech platform. Once the upload is complete, you will see numerous snippets created by Peech.

Step 3:

Review the branded videos generated from your assets

Review the topic-based chapters created from your video assets to publish interesting highlight topics from your conference. Each chapter is available in various aspect ratios, making it adaptable for multiple social media platforms. Select the desired piece of content and customize it to your preference.

Step 4:

Watch the branded video generated by Peech for you

Here is an example of a fully automated version created by Peech:

Step 5:

Tweak the Branded Video

After reviewing the branded video, you can easily fine-tune it to meet your requirements.

* Using the Content Editor, you can remove or reinstate video content with a simple button press.

* In the Visual Editor, you can effortlessly edit the colors, size, position, and phrasing of visual elements.

Step 6:

Translate the Final Video into Other Languages

If you wish to make your videos accessible to a global audience, Peech offers translation capabilities. Utilize Peech's translation feature to easily render your video content in multiple languages, ensuring that your message reaches a wider audience.

In this fast-paced world of rapid advancements in AI tools and automation, it's time to embrace the future of creativity with open arms. It's completely understandable to have concerns about job displacement due to these technologies, but let's approach it with a fresh perspective and acknowledge the incredible opportunities they bring. By truly understanding how AI can empower and amplify human creativity, we can navigate this changing landscape with optimism and unlock a world of unlimited possibilities. So, join me as we explore the ways in which AI can unleash our creative potential, why worries about job displacement may not be as dire as they seem, and how we can proactively embrace the future of creativity in the presence of AI.

1. Empowering Creativity:

You might think that AI will make creators obsolete, but guess what? These clever tools have the remarkable ability to amplify our creative genius. By taking over those repetitive and mundane tasks, AI actually frees up our precious time and energy to focus on the imaginative and innovative aspects of our work. It's like having a trusty sidekick that helps us turbocharge our productivity and unleash our originality to the max.

Yoni Bloch's AI clip showcases the remarkable fusion of technology and creativity, captivating audiences with its innovative and mesmerizing visual and auditory experience:

2. Collaborative Synergy:

AI isn't here to replace our creative flair; it's here to complement it. Picture a dynamic duo, where humans and AI work hand in hand, each bringing their own unique skills to the table. AI's analytical capabilities become our secret weapon, providing us with valuable insights and aiding in making informed decisions. With its knack for processing massive amounts of data, recognizing patterns, and offering suggestions, AI becomes the ultimate partner-in-creativity, helping us refine our work and venture into uncharted territories we might never have explored otherwise.

Exploring the realm of artificial intelligence text-to-image programs, Heinz's investigation aimed to uncover AI's perception of "ketchup" by generating images using Dall-E 2.

3. Transformation and Adaptation:

Sure, the integration of AI might lead to certain job roles undergoing transformation, but let's not overlook the exciting opportunities that arise alongside these changes. The rise of AI technology creates a demand for skilled professionals who can develop, maintain, and innovate these systems. As AI takes care of routine tasks, it paves the way for us to focus on higher-level responsibilities that require our human judgment, critical thinking, and good ol' emotional intelligence. What's more, the development and deployment of AI tools can actually spark the creation of entirely new job roles and industries, driving economic growth and expanding our employment prospects.

Witness the incredible convergence of the entire universe in a display of Real Magic as it collaborates to uplift a boy in need and provide him with a much-needed dose of inspiration:

4. Lifelong Learning and Upskilling:

In this ever-evolving world of AI, embracing lifelong learning and upskilling becomes our secret sauce to staying ahead of the game. Instead of fretting about job displacement, let's empower ourselves by acquiring new skills that align with the evolving needs of the job market. By cultivating a diverse skill set that complements AI technologies, we position ourselves for success in a future where AI becomes an integral part of various aspects of our work and daily lives.

Experience the innovative power of AI and Machine Learning tools like Stable Diffusion, Midjourney, and ControlNet in action with this captivating ad.

So, let's dive into this exciting journey with optimism and gusto. Embrace the future of creativity in the age of AI! By harnessing the incredible capabilities of AI as our creative collaborators, we have the power to unlock our imagination, revolutionize industries, and shape a world where human creativity flourishes alongside technological advancements. It's a harmonious integration of human ingenuity and AI that will redefine the very essence of what it means to be creative, paving the way for a future where artistic expression knows no bounds. Together, let's embark on this thrilling adventure and witness the magic unfold.

AI-Aware Creatives: Embracing the Future of Creativity

Here are the stats:

• "The webinar market is projected to reach $800 million by 2023." (Letter.ly).

• “B2B marketers generate from 500 to 1,000 leads per webinar.” (Letter.ly).

• “46% of video marketers plan to include webinars in their 2022 video marketing strategy.” (Wyzowl).

Let's take a closer look at why they are so powerful and how you can develop a winning strategy.

What is a Webinar?

A webinar is an online seminar where attendees can get information, ask questions and learn from experts in their field. Webinars can be either live or recorded. Live webinars allow real-time interaction with participants, while recordings can be watched anytime.

While they have been around for some time now, they became a staple during the pandemic and have only grown in popularity. Below we’ve listed some of the reasons they are beneficial to both the brand and the consumer.

The Benefits of Webinars for B2B

1. Attract New Audiences: By hosting a webinar, you have the opportunity to reach new audiences that you may not have had access to before. With global reach, they allow you to connect with people from all over the world who are interested in what you have to say.

2. Engage Existing Audience: They also allow you to create an ultra-engaged audience. By hosting webinars, you can further engage with your audience and stay top of mind.

3. Establish Thought Leadership: Hosting a webinar can establish yourself or your company as a thought leader in your industry. This is because they give you a platform to share your knowledge and expertise with others in an engaging and informative way.

4. Brand Humanisation: In today's digital age, businesses can easily come across as faceless corporations. Webinars allow you to humanize your brand by sharing the people behind it. This can help build trust and loyalty among your customer base.

5. Scalable: While sales calls are not scalable, webinars are, and they can be personalized while speaking to the masses. For example, you can encourage attendees to engage in the comments section and engage back.

6. Evergreen Potential: They can generate consistent traffic months and even years later. You can host a live webinar and upload the recording so that new signups can watch it without any further input on your side, automating the sales process.

7. Generate Sales: Last but not least, they can help generate an influx of sales in real-time. And while not everyone may purchase then and there, that interaction can help persuade them when the time is right - conversations lead to conversions.

The Benefits of Webinars for Attendees

1. Accessibility: Often, brands record their online webinars and use them as marketing collateral. Whether they upload it to an automated platform or share it on YouTube for anyone to stumble upon, this allows users to engage with a brand from anywhere in the world.

2. Flexibility: Registrants unable to attend the live can watch the replay, which can be set up as either evergreen or for a limited time (42h). This facilitates people living in different time zones and their needs.

3. Low Investment: Webinars are also low-investment events. You don't have to worry about travel costs or taking time away from work - you don't even need to leave your home. The only risk is your time, and you can leave if it is not a fit.

4. Learn Something New: Attending online events is a great way to learn more about a topic, product, or service without pressure. You can also gain valuable insights and tips that you can apply to your business.

5. Networking: Additionally, live videos allow you to network with other professionals, even if you cannot meet in person.

How to Craft a Winning Webinar Strategy

Planning, promoting, and presenting a webinar can be time-consuming, so it's important to ensure you're organized and have everything you need to ensure that your webinar is successful from start to finish.

The prerequisites to a winning webinar:

1. Identify Webinar Goals

To ensure the success of your webinar success, start by deciding what you want to achieve. What is the purpose of this webinar? Is it to attract more leads and drive sales? Or increase brand awareness?

By setting specific goals for your webinar, you can measure the success of your event and make improvements for future ones. With that being said, it’s important to establish achievable goals, as setting goals that are too ambitious can lead to disappointment.

Here are a few questions to consider when setting your goals:

• How many people do you want to register for the webinar?

• How many registrants do you want to show up to the webinar?

• What conversion rate do you want to achieve?

• What other objectives do you want to accomplish with the webinar?

Once you have identified your goal, you can begin to plan the rest of your webinar.

2. Select a Topic & Title

Webinars are an excellent way for consumers and brands to connect on topics of interest. Every day, more consumers look to webinars as a resource - whether they want to learn something new, gather information before making decisions, or simply get advice.

When planning, be sure to choose a topic that will be of interest to your target audience. People are not going to spend their time watching your webinar if they do not see the VALUE in it. So it's important to choose a topic that connects to a common goal between you and your target audience.

What is your ideal client looking to gain more insights on, and how can you help shed some light on them? What do they want to learn (in connection to your offerings), and how can you position yourself as the solution? What can you share with them that will make them feel like they've gotten ten times more value than before?

You can come up with a clever title and description for your content once you have decided on your topic. You can start by creating it for yourself and then revise it later to be more conversion-friendly.

3. Set the Logistics

Now that you know what you want to achieve and the topic you want to discuss, it's time to decide on a few logistics, such as:

• Who will be hosting the webinar? (Solo host or guests)

• When will the webinar take place? (date and time)

• How long will the webinar be? (length)

• Where will be webinar be held? (platform)

• How can attendees access the webinar recording after it ends? (evergreen or limited-time access)

By setting these logistics, you’ll be able to create an organized and successful experience. Jasper, for example, hosts weekly 15-minute webinars that can be accessed after the event via email.

4. Create an Outline

With newfound clarity on your webinar topic, you can start to zero in on the subtopics that'll range discussion. The detail which you go into in your outline is up to you; while some prefer to have it word for word, others prefer to leave it a bit more open-ended. Ultimately, the goal is to have a clear structure for your content and be able to explain what each section entails.

Here are some elements to consider for your webinar outline:

1. Introduction: Set the stage and let participants know what they can expect by outlining the core content of the presentation.

2. Subtopics: Present the key points (typically 3) to be discussed during the webinar, breaking down any necessary concepts that need further explanation.

3. Demonstration: Show the audience how the information is used in practice.

4. Visuals: Creating relevant visuals to guide the viewer with you through the webinar.

5. Resources: Share additional resources such as slides from the webinar, a downloadable template, or anything else that can help them explore the topic further.

6. Conclusion: Summarize the key points and provide any actionable advice.

7. Q&A: Wrap up with a question and answer session to open up a dialogue around the topic.

By covering this content in your outline, you'll have a clear plan of what to cover during the webinar. This will help you stay organized and ensure that your webinar covers all the important points.

5. Call to Action

At the end of your webinar, you can present your audience with a call to action that is tied to the goal you identified at the start. Everything you have been talking to them about has guided them toward taking the next step and acting on your call to action.

If your goal was to increase sales, you could offer a discount on your product or service if they signup during the webinar. If you were to attract more leads, you could ask them to signup for your free trial. Whatever your goal is, remind them of it at the end and emphasize the importance of taking action. Your call to action should be clear, concise, and direct so your audience knows what to do next.

6. Promote the Webinar

With all of your ducks in a row, it's time to start marketing your webinar to make sure people tune in. Although moderators and presenters often dread this part of the process, there are some easy (and cheap!) ways to get the word out without breaking the bank.

Social Media Marketing: To expand your webinar's reach, start by sharing details about it on social media, to create a hashtag, and asking industry influencers in your network to promote the event to their following. As the event approaches, send out reminders to encourage people to register and participate.

Content Marketing: Add a signup sheet for the webinar in your content marketing efforts. You could add a pop-up to your website or add it as a banner to your blog posts.

Email Marketing: Promote your event early, so attendees have enough time to schedule it into their calendars while also increasing the list of registrants. Furthermore, send reminder emails leading up to the webinar date so registrants will be more likely to remember to tune in.

Advertising: Paid advertising can be done for your webinar, depending on the budget. Consider boosting a post or creating an ad to target your ideal audience.

Final Thoughts

Webinars are a valuable content marketing tool that can help you achieve several different goals, such as generating leads, showcasing a particular product or service, or even demonstrating the capabilities of your software, all at SCALE.

Webinars allow you to gather valuable feedback from attendees, which can help improve your offerings. Whether you do one-time or regular events, having a plan is the key to success. Knowing where your audience wants to go and how you can get them there can help you create more engaging webinars and ultimately get the highest ROI from your efforts.

Are you ready to start planning your next webinar? Check out our blog, 5 Secrets to Creating a Killer B2B Webinar.

Introducing: Peech for Webinars

With "Peech for Webinars", you can now create unlimited video versions of your webinars with ease, all while tailoring them to different social media platforms. Automatically. Within seconds.

Think about your favorite brands and ask yourself, what keeps you coming back? Is it the quality of the product? The price? The customer service? The values and beliefs you have in common? The way they make you feel? It's likely a combination of all of those factors. After all, a brand is not just a product or service; it's an experience.

The experiences consumers have with your brand are a result of their interactions with it. Those interactions, in turn, affect the relationship customers form with your brand. As the global economy becomes increasingly interconnected, consumers are taking note of which brands are making an effort to build genuine relationships. Companies that are succeeding know the importance of forging solid relationships with their customers, especially since it costs five times more to gain a new customer than to keep an existing one.

In this blog post, we'll explore what consumer-brand relationships are, why they're important, and how you can build one of your own.

What Is a Consumer-Brand Relationship?

Just like regular relationships, customers often meet brands on social media apps or through a mutual connection. It's just like dating. In the beginning, you start off by watching their TikTok videos, follow them on Instagram, and then eventually decide to make it official by purchasing one of their products. If the product lives up to the hype, that relationship further cements itself; however, if it doesn't, you stop watching their content, unfollow them, and you definitely don't buy from them again. You might even leave a bad review to warn others about your experience.

The Importance of a Consumer Brand Relationship

The goal for brands is not only to build that relationship BUT to sustain it over the long haul. Creating and maintaining a solid relationship with your customers has many benefits:

Firstly, people don't buy what they don't know, what they don't like, and who they don't trust. However, you're more likely to turn them into paying customers by forging a relationship with your prospects. According to Sprout Social, "when consumers feel more connected to brands, they are more likely to buy (76%) it over a competitor."

Secondly, it takes time to form a relationship. The strongest brands are constructed through ongoing interactions that solidify the bond between customer and company.

Thirdly, consumers are looking for a connection. They are actively looking to forge relationships with brands that understand them on a deeper level. Consumers are telling brands what they want; they just need to listen.

Fourthly, if you keep your customers satisfied, they will remain with you longer and spend more money, increasing your customer lifetime value (CLV). They will continue to buy your products, introduce you to new people, and serve as vigorous advocates for your brand.

Lastly, brands that offer a buffet of content to consume and a community to connect with have a greater chance of being chosen over the competition because they are something more than just a commodity.

The takeaway is that relationships are essential to the success of any business. So, how can consumer-brand relationships be built to last? This can be difficult to do because, well, humans are fickle. We often forget about brands and move on to the next big thing; therefore, it's crucial for brands to always be working on their relationship with consumers.

What You Need to Know About Creating and Maintaining a Strong Consumer-Brand Relationship

Since relationships develop over an extended period, you need to put some effort into getting to know your consumers and building that relationship. Like any relationship, consumer-brand relationships take time, energy, and effort to maintain. Here are five key steps you can take to create a solid consumer-brand relationship:

Step 1: Know Your Audience

The first step to creating a strong consumer-brand relationship is to get to know each other better. In the case of consumers and brands, that means understanding what motivates your target audience and vice versa.

The saying 'if you talk to everybody, you talk to nobody' is very relevant when discussing how important it is to have a targeted approach. By taking the time to get to know your target market, you stop throwing spaghetti at the wall, hoping it will stick, and actually start crafting a message that does stick. Which, in turn, helps you form a stronger relationship with them.

This seems like common sense, but you'd be surprised how many brands need to remember to focus on what the consumer actually wants. It's not about what you want to sell them; it's about what VALUE you can provide them - even before the sale. Find out what problem your product or service solves for them and make that the focus of your marketing efforts. Below are a few starting points to learn more about your target market.

Create a Buyer Persona

In detail, describe who your customer avatar is. Include information like:

• Their name, age, and gender

• Their income and education level

• Their title and industry

• Their goals and challenges

• The places they search for inspiration and solutions

• The type of content they engage with

The answers to these questions should guide your marketing efforts. This information can be found through market research, surveys, and social media. While you may exclude many, you will hone in on your unique audience and learn how best to reach and serve them.

Step 2: Let Them Know You

The second step to creating a solid consumer-brand relationship is ensuring your audience understands your brand. As stated earlier, people don't buy what they don't know, what they don't like, and who they don't trust. We bond with brands that we can see ourselves in. Your audience needs to understand your brand's message and values. This way, it becomes simpler for them to connect with you personally.

How you express your brand to customers affects how they perceive it and, consequently, whether or not they do business with you. So how do you ensure that your target consumer understands your brand?

Identify the Brand DNA

Here are a few questions you should answer:

• Why does your brand exist? Consumers want to know the story behind the brand

• What does your brand stand for? Consumers want to feel confident that their purchase is supporting a company with a mission they can get behind

• How is your brand impacting their lives? Consumers want to know how your brand will make their lives easier or better

• How is your brand leaving its mark? Consumers want to feel like they are part of something bigger than just a purchase

Consumers are becoming increasingly conscious of the brands they align themselves with. There are three types of reference groups:

Associative: This is the group that you belong to

Dissociative: This is the group you never want to belong to

Aspirational: This is the group that you aspire to belong to

When we make purchasing decisions, we often base them on our aspirations. This means that we are not just looking for a product that meets our needs but also projects the image we want of ourselves. In contrast, we will avoid products associated with groups we don't want to be seen as part of. Let's say you're trying to become more health-conscious. You might avoid products that are associated with being unhealthy, such as fast food or sugary drinks.

You can turn your target consumer into a lifelong customer by bridging the gap between who they are and who they want to become. This is where communities are born; we will discuss this later.

STEP 3: Developing Customer-brand Connections

The third step to creating a robust consumer-brand relationship is developing a deeper connection with your customer. After you've both gotten acquainted and curiosity and interest have formed, it's time to start creating a lasting relationship. Consumers want to connect with brands that understand them and interact with them on a deeper level.

As HubSpot says, "the way companies will succeed is with customer connection." The better your understanding of your target audience's needs, wants, and desires, the better your chances of capturing, captivating, and converting them. Rapport is built gradually over time through multiple interactions. This means that companies need to regularly produce high-quality content that is of interest to their target audience.

Establish the Buyer's Journey

Now that you know what your target audience wants, you can deliver it through your free content and paid offerings. The content you create must appeal to your audience's needs at every stage of the sales funnel.

Top-of-the-funnel: This type of content is all about getting your audience to know you. The goal here is to effectively communicate the value of your brand so that they take notice.

Middle-of-the-funnel: This type of content is all about getting your audience to like you. The goal here is to establish yourself as a thought leader in your industry so that your audience starts to see you as a valuable source of information.

Botton-of-the-funnel: This type of content is all about getting your audience to trust you. The goal here is to give them everything they need to make a decision confidently.

The content you create will let them get to know you on a deeper level, come to like you more, and eventually trust you enough that they purchase your products, refer others, and become a part of your community.

Step 4: Build a Community

The fourth step to creating a solid consumer-brand relationship is fostering a community. A community can be beneficial at every stage of the buyer's journey, from pre-purchase to post-purchase. A brand can construct multiple communities simultaneously, such as connection groups (free) and customer groups for which people pay. In fact, buyers expect some type of customer community.

Create a Community

Brands can use communities to:

• Bring people together: Help customers connect with others who share their interests, passions, or simply a love of your brand. A survey conducted by Sprout Social found that "49% of consumers want brands to bring people together towards a common goal."

• Improved customer acquisition, loyalty, and advocacy: Attract more targeted traffic to the community while also keeping existing members engaged

• Improve product development: Help build the relationships, processes, and features necessary to ensure the community supports as many aspects of the business as possible

• Collect community data: Customer feedback is essential for understanding what changes or improvements need to be made

It's one thing to produce a product or service; it's another thing entirely to create an immersive environment. This requires thinking back to who they identify as now and how that relates to who they want to eventually become. The important thing is that you provide an avenue for two-way communication.

Step 5: Evolve With the Community

The fifth and final step to creating a strong consumer-brand relationship is making sure that you are constantly growing and evolving with your consumer base. Brands need to be responsive to their audience's feedback and consumer behavior changes. If your brand isn't growing and changing with your consumers, the relationship will eventually fizzle out.

Adapt to the Market

Your audience will tell you what's working and what isn't. Here are a few things to consider when you're trying to stay ahead of the curve:

• How is your audience responding to your brand? The customer sentiment will give you a good idea of how well your brand is doing. Keep an open dialogue with your consumers and always look for ways to improve the relationship.

• What type of content resonates the most? Experiment with different strategies to help you gauge which ones are more effective and return a greater investment. The methods that worked yesterday might be less useful today, so it's crucial to be able to change with the times.

• What topics is your audience engaging with the most? You can use this information to produce more content that will be of interest to them. If you see a trend emerging, hop on it early.

• What changes are there in the marketplace? The consumer landscape is constantly shifting; whether it's a new technology or a change in consumer behavior, you need to be prepared to adapt.

Final Thoughts

The bottom line is that consumers can purchase any product from any number of brands, so the key is to ensure that your relationship is stronger than others. It's also important to remember that emotions are not static - they change over time. Therefore, it's necessary to frequently monitor how your customers feel and adapt your brand experiences as needed.

By understanding your consumer base, and what they want from your brand and continuing to improve and nurture that relationship, you'll be in a better position to create a strong consumer-brand relationship that will stand the test of time.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

When most people hear the words "Generative AI," they think of some sort of doomsday scenario. But the truth is, generative AI isn't looking to take over your job; it's there to make it easier. And its applications are becoming increasingly common in everyday life. Whether you're a marketer, programmer, designer, or business owner, there's likely a way that generative AI can be incorporated into your work.

Here's what you need to know!

What Is Generative AI, and How Does It Work?

According to Base10, "Generative AI refers to machine learning algorithms and models that enable computers to use existing content like text, audio and video files, images, and even code to create completely new content."

Generative models are trained on a large dataset and can then generate new, original content based on that training. It does this by analyzing the input data, finding patterns, and then creating new content that is similar to the input data but also unique in its own way.

Generative AI is everywhere, from the posts you see on social media, to the images you see online and even the ads that are targeted to you. While it may not be anything new, it has certainly come a long way since it first started being used. But with this increased sophistication comes the need to understand its capabilities and limitations as well as some ethical considerations.

The Advantages and Disadvantages of Generative AI

1. Generative AI is Breaking the Barriers to Entry

Generative AI is reducing the learning curve in all sorts of fields. You don't need to be a writer, coder, or video editor to make a masterpiece. All you need is a computer and an internet connection to get started.

It's allowing us to unlock new ways of thinking, doing, and creating while freeing us from the repetitive and labor-intensive tasks that slow us down. This is because it enables businesses and individuals to become more efficient with their resources since they can generate more ideas and outputs in a fraction of the time it would take humans.

In fact, sometimes, these generative models produce work that is the same as, if not better than, a human creator. This is where the fear lies for many. As Yaffa Abadi from F2 Venture Capital writes in her article AI did not generate this title, "the expansion of this technology may take away jobs, but it will also introduce many new weird and wonderful careers."

While AI-generated content has the potential to make some jobs redundant, it will mostly augment the work of humans. Automation isn't about taking away jobs; it's about transforming them. And, as with any transformative technology, we must be ready to embrace it and take advantage of the opportunities it presents. That's why generative AI is breaking down barriers to entry and giving us access to new creative possibilities.

2. Generative AI Is a Tool

In many applications, Generative AI can be considered your personal sidekick, helping you do what you do better, faster, and easier. It's a powerful tool that can bring a new level of creativity and productivity to various tasks while automating mundane ones.

However, despite what some may think, generative AI can't replace human intelligence (at least not right now). You still need to bring your own knowledge, expertise, and experience to the table in order to ask better questions and get better results. Generative AI is just a tool to help you get to that goal faster.

For example, one could easily ask Jasper or ChatGPT to write a blog by providing it with a basic description and get a written post in seconds. With that being said, copying and pasting it verbatim is not recommended, as it often contains errors, needs fine-tuning, and additional input from your side. Instead, read the generated text and use it as inspiration – tweak, refine, and add your own flair to it, and you'll have a post that's all your own with greater speed.

Source:NFX.COM

3. Generative AI Gives Us Access to a Larger Database of Human Knowledge

Organizations can now access the collective knowledge of experts since these models are trained on immense quantities of data. Speeding up the rate at which they find creative solutions that have value in the marketplace and offering a competitive edge over their rivals, resulting in improved bottom-line performance.

While AI can assist in creating valuable content, it still requires human oversight to ensure accuracy and quality. If not properly managed or assessed, there is a risk of over-reliance, resulting in sub-par results.

It’s also important to remember that AI is not yet capable of creative thought in the same way a human can, so no amount of data will ever replace that. AI can certainly be useful in the creative process. Combining AI and human expertise can lead to numerous business possibilities.

4. Generative AI is Also Limited By Our Current Understanding of the Universe

AI models become more effective as they learn and are given more data which is growing daily. However, its efficacy is limited by the information it has been trained on.

This means that these models might not provide timely data and may be biased due to the data they've been trained on. So it's essential to pay attention to human bias for machine learning systems to operate successfully. However, by leveraging artificial intelligence technologies, mundane tasks that require significant manual labor can become streamlined - allowing you to make a more substantial impact!

5. Companies and creators are concerned with copyright infringement and other implications

Many are still weary and fearful of this kind of technology's real-life applications and implications. In 2021 a video of Tom Cruise went viral on TikTok. Many users were surprised to learn that the footage was a deepfake from the deeptomcruise TikTok account.

This type of technology is still relatively new, so regulation is still being developed. With the proper precautions, however, AI-powered solutions have the potential to be a great asset and become an integral part of our lives.

While generative AI utilizes existing data, it goes beyond that to create entirely new outputs. This means that it should not repeat verbatim what is already available online. To combat this fear, generative AI platforms need to ensure that the work generated by their platforms is not infringing on any existing material.

Jasper stated, "not only do you not need to worry about plagiarism of existing content on the internet, but you also don't need to be worried about getting the same outputs as other Jasper users. Even if you enter the EXACT same input as another user (highly unlikely), Jasper will almost certainly not return the same output."

Final Thoughts

Generative AI has the potential to revolutionize work, not only by making some tasks obsolete but also with its power to supplement human creativity and productivity. Nevertheless, it is essential to realize that generative AI can never replace a human's intelligence. Instead, it should be seen as an additional tool for augmenting our capabilities. Additionally, we must contemplate the moral implications of utilizing this technology: from achieving unbiased results to ensuring the safety of sensitive data.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

There's no question that video is one of the most powerful marketing tools at a brand's disposal. But for videos to be truly effective, they need to be authentic. With so much marketing noise out there, it's hard to be heard. And even if you are heard, it's hard to be trusted.

In a world where we're constantly bombarded with marketing messages from every direction, it's more important than ever for brands to rise above the noise and create videos that are authentic and connect with their audience on a human level.

In this blog, we'll share how brands can be more authentic in their videos and connect with their viewers on a deeper level.

What is Brand Authenticity?

But what does 'brand authenticity' mean? And how can you create videos that are truly authentic?

Brand authenticity is the perception a consumer has based on their interaction with a brand. In other words, brand authenticity is how real, genuine, and transparent someone thinks a brand is in its efforts to connect with them.

Gary Vaynerchuk, in one of his keynote speeches, asked the audience to raise their hand if, when they first came across his content, thought that he was a scam artist. He then asked those who had just raised their hand if his content has ever impacted them positively. Both of those questions got a lot of hands raised. The fact that those same people were even listening to his speech says a lot.

Here lies the biggest challenge that brands face in today's business climate - bridging the gap between what the consumer thinks and the brand's intentions and interactions, which we'll explore in greater detail in the next section.

Why is Brand Authenticity So Crucial?

We are so used to being marketed to that it's difficult to tell when a brand is actually authentic. In fact, a report conducted by Stackla showed that there is a wide discrepancy between what marketers and consumers think is authentic when it comes to branded content. 92% of marketers believe their content resonates authentically, yet only 51% of consumers believe it actually resonates as authentic. This indicates that marketers are failing to authentically connect in their content efforts.

Source: Stackla

The Age of Authenticity

Brand authenticity rose in importance due to the use of questionable marketing tactics and the proliferation of information. In the past, companies could get away with it, but nowadays, consumers are far savvier. They can easily spot when a brand is being inauthentic, and they're not afraid to call them out on it.

Moreover, in our social media-driven world, one false move or forced persona can quickly go viral and damage a company's reputation. As such, it's more important than ever for companies to be authentic in their interactions with consumers. This doesn't mean that consumers want brands to be picture-perfect, but they do expect them to be trustworthy and honest.

Many individuals are looking for more genuine connections as society becomes increasingly digital, and new possibilities have emerged as a result. When you're authentic, people can see that you're genuine, and they can connect with you on a deeper level. As a result, they're more likely to trust you and do business with you.

Patagonia is a perfect example of this; instead of going public with their company, they decided to go purpose. Yvon Chouinard stated, "If we could do the right thing while making enough to pay the bills, we could influence customers and other businesses, and maybe change the system along the way." They don't just say they care about the planet, they've actually put their money where their mouth is. This has always shown in their efforts, like their warn wear initiative, where customers who bought Patagonia apparel in the past are able to exchange it for credit towards their next purchase.

So the way a company appears and behaves can help or hinder it. Brand authenticity matters because it humanizes a brand, builds trust, and creates an emotional connection with your viewers. Regardless of whether you are B2B or B2C. Let's discuss how you can apply authenticity to your video content now that you understand its importance.

How Brands Can Be More Authentic in Their Videos

The thing about authenticity is it's innate to each individual and brand, it just needs to be nurtured. To create videos that resonate with your audience, you need to be genuine and honest in your approach. Being authentic simply means building on the core foundation of the brand, centering that around every message and action the brand takes, and amplifying it through video. Here are a few things you can do to make your content more authentic.

1. Practice What You Peech

There's no hiding in today's response-ready society. If you mess up, that story will spread like wildfire. Consumers are savvy; they can weed out inauthenticity from a mile away and are not afraid to say it. With TikTok being the cool kid on the block, it seems like every day, there's a new celebrity joining the app. Users can tell (or at the very least, form opinions) if they joined because they genuinely wanted to or because their publicist persuaded them to do so. The second a brand appears inauthentic, they have lost the consumer's trust. And once that trust is gone, it's very hard to get back.

That's why authenticity should be the driving force behind your strategy, not an afterthought. And the driving force behind authenticity is your WHY! There needs to be a WHY behind every action for authenticity to flourish.

Simon Sinek's book, It Starts With Why explores how inspiring people to take action always starts with understanding the WHY. All humans require a WHY before taking any sort of action because it grounds us. It is our moral compass that points us in the right direction. The same goes for brands. The WHY is what will set the tone and drive the strategy for everything else that follows.

Your WHY is the reason your brand exists.

Sinek points out that your why targets the limbic part of the brain, allowing the viewer to be emotionally impacted and persuaded to take action. When someone trusts you, they are more likely to be loyal to you. This connection goes beyond logic and forms on a gut level. A thorough grasp of your WHY then becomes naturally evident to viewers in your video content.

2. Stand For Something

Brands cannot be bystanders. In today's world, you need to stand for something to stand out. While some may unfollow you, the ones who remain (target audience) will become more active and engaged with your brand.

More and more consumers are making purchasing decisions based on how similar their values are to the brands that they buy from. It's similar to a relationship: if you have things in common, that will bring about a successful business connection, but if those values don't align, then there will be no relationship.

People don't buy products, they buy solutions. And in the current climate, consumers more than ever want to make sure that their purchasing decisions are making a difference instead of adding to the chaos. Companies that can articulate this well will be able to convert users faster, gain trust and build an authentic brand identity.

This section expands on your why - a thing is only as meaningful as the meaning you give it. Why is your why the WHY of your brand? Here are a few prompts:

• What do you stand for?

• What are your brand's core values & beliefs?

• What is your brand here to share with its audience?

• How can you infuse these values into your content genuinely and not-forcedly?

Answering these questions will help you create content that feels authentic to consumers and is aligned with your brand identity. Only then will you be able to create content that truly resonates.

3. Share Your Story

We're all human. We all have stories, and we all screw up sometimes. Be vulnerable, be honest, and show your audience that you're just like them. It's not always easy to be vulnerable and open up about who you are, but it's important to remember that your audience is full of people just like you. They will appreciate your honesty and authenticity, and they will be more likely to connect with you on a personal level through your videos.

This can be done by featuring the faces of the people behind the brand, telling the brand's story, and highlighting the company's values. When you tell stories in your videos, it allows your audience to connect with your brand on an emotional level. And when people are emotionally connected to a brand, they're more likely to become loyal customers.

Real people with real stories

So what's your brand story? Your brand's story is the heart of your authentic message. It's what makes you different from other brands in your industry, and it's what will connect with your audience on a deeper level. To find your brand's story, start by thinking about what makes your brand unique. These all stem from your why, values, and beliefs. Once you have a good understanding of your brand's story, start thinking about how you can incorporate it into your videos.

Some of the most successful and talked about videos are those that evoke some sort of emotion in the viewer - story does that.

4. Show Up As Your True Self

Authenticity is about being genuine, transparent, and vulnerable. Only then will you be able to evoke real emotion. This is because real recognizes real.

There are many ways to create authentic videos, but one of the most important is to be transparent. This means being honest about who you are, what you do, and why you do it. It also means showing your audience the human side of your brand - the people behind the scenes who make everything happen. When customers see the people behind a brand, it helps to create a connection and builds trust.

Many people struggle with a lack of self-confidence. It might be about how they look, sound, or what they have to say. As a result, most don't even start creating video content, and those who do fall flat because the human element is missing. And that's the one thing audiences respond to most.

The main thing is that you have to be okay with being vulnerable and putting yourself out there. Some things to keep in mind:

• You have to actually want to be there

• It's a skill, so you have to practice it

• Unscripted and unfiltered is the way to go

• Video isn't for everyone, and that's okay!

• Talk about what you know

Check out this video, where Danielle talks about the power of authenticity.

Final Thoughts

When you're planning your video strategy, think about how you can use authenticity to your advantage. It will make your videos more relatable, more believable, and ultimately, more successful.

At its core, being authentic is staying true to your brand.

It's being genuine, transparent, and honest with your audience. It's about creating content that feels real and relatable instead of contrived or "sales-y." Of course, there's a balance to be struck here. You don't want to be so authentic that you come across as unprofessional. But if you can find that sweet spot, you'll be able to create videos that really connect with your audience.

So go out there and be yourself! Your audience will thank you for it.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

Brands are under immense pressure to produce relevant, engaging content that speaks to their target audience. But with so much noise, how can you ensure that your content stands out from the rest? And more importantly, how can you ensure that your target audience will consume it?

In this blog post, we'll explore the symptoms of information overload on the consumer, the impact it has on brands, and the systems you can implement to cut through the noise.

Let's get started!

What Is Information Overload?

With the advent of the internet, people now have access to more information than ever. Information overload is a term that refers to the adverse effects of having too much information available. While it may seem like a good thing, it can lead to problems such as decision fatigue, anxiety, and overwhelm.

Consumers are bombarded with content from every direction, and getting them to sit up and notice your brand in today's noisy world has become even more challenging.

To combat this, brands need to understand what is (if they are) contributing to the noise and how they can become a beacon of hope in an information-overloaded market.

The Struggle of the Modern Consumer

Although consumers have become wiser and more discerning with their attention and can filter out what doesn't interest them. It's almost impossible not to be fazed by the neverending list of brands that are vying for their attention.

Below are common symptoms that arise from information overload and their impact on brands.

1. There's Just Too Much Information Out There

These days, consumers are inundated with information. With the internet and social media, we're constantly bombarded with an endless stream of news, articles, videos, and more. It has become so overwhelming that consumers can barely hear a thing. And what consumers do manage to hear makes them wonder: Is this content of real value, or is it all just to get me to buy or subscribe?

2. There's Too Much of the Same Content

As a result of the constant stream of rinse and repeat content, consumers are becoming increasingly tired and desensitized. With so many businesses regurgitating similar information, it's difficult for consumers to tell them apart. As a result, they often become commoditized, furthering the race to the bottom where the cheapest product wins. This diminishes content quality, frustrates users trying to sift through it all, and inhibits them from making the purchase.

3. We're Not Sure What's True Anymore

With so much information available, it's often hard to know what's true and what's not. We're bombarded with conflicting reports and opinions, and it can be challenging to sort through everything and find the truth. This can lead to confusion and anxiety, ultimately impeding the decision-making process.

4. We're Missing Out on the Important Stuff

Because we're trying to keep up with everything, we often miss out on the important stuff. There's so much competing noise that consumers find it difficult to choose between all the available options. In addition, they simply might scroll past your latest social media post or ignore your latest YouTube video because of content fatigue.

5. We're Not Sure How to Process All the Information We Acquire

The average person is barraged with 4,000 - 10,000 ads per day. That's a lot of information to try to filter through! And when we're faced with a decision that could cost us a lot of money, it can be even harder to figure out what the right thing to do is. We often end up feeling frazzled and in analysis paralysis by all the options.

The internet has led us into an era of infinite information. We can find out anything we want at our fingertips. However, instead of feeling empowered, we feel anxious, overwhelmed, and uncertain. In order to be successful, brands need to find ways to stand out amidst the noise and create meaningful connections with their consumers.

The Challenge for the Modern Marketer

Brands must take a new approach if they want to rise above the noise. The ones listening to their consumers' current and future needs will be able to transition them from overwhelmed to overjoyed and deliver the impact they desire.

How can we rise above the noise?

1. Create Snappy and Snacky Content

People are busy, and their attention spans are shorter than ever before. By creating bite-sized pieces of content that are easy for them to digest, you have a greater chance of getting your message across. For example, a two-minute video is more likely to be watched all the way through than something that is twice as long. This will satisfy their cravings while creating demand for more without the overwhelm.

2. Create for Your Audience

Brands that create with their target audience in mind create content that arms them with the information that they need to take the next step. If you can address their needs directly, they are more likely to remember you when they are ready to purchase. Write down the specific pain points that they are experiencing and how your product or service can help them solve those problems. When you know how to communicate with your audience in a way they find valuable, it's more likely to resonate.

3. Keep Your Content Focused

As Think with Google said, "People are building their own media worlds made up of what they love, and billions in studio-produced investment is not enough to keep up with this insatiable demand." Algorithms further support this by tailoring their content experience to their preferences. Brands that keep their content focused on creating the right message and delivering it to the right audience at the right time will be able to stop the scroll and get them to take action.

4. Share With Purpose

Don't just post for the sake of posting. Define what information is critical to your business so you can align what you create with your overall messaging strategy and ignore the rest. This way, you'll be able to cut through the noise and better engage with your target audience. For instance, in this blog, there is so much more I could share about this topic, but this is a blog, not a book. In addition, the topic itself is further niched down to help B2B struggling to get their message across.

5. Produce Quality Content

While quantity leads to better quality content, it doesn't mean you should throw anything and everything at your audiences, hoping something sticks. Consumers can spot insincerity a mile away and know when they are being manipulated. Consumers will weed out the bad content and not only move on, but if they do come across your brand again, they will remember it is of no value to them (ouch!).

6. Create Engaging Content

If your content is boring, no one is going to want to stick around for very long. That's why it's important to make sure that your content is engaging, informative, and relevant. If you can grab their attention and keep them engaged, they are more likely to remember you when they are ready to make a purchase. Look at your competitors or other external sources - see where they are missing the mark, where they are excelling, and how you can refine your strategy to provide a better experience.

7. Tap into Your Brand's Uniqueness

To stand out from the crowd, brands need to be different. They need to offer something unique that speaks to their audience's needs and the uniqueness of the brand. This means thinking outside the box and producing something truly unique and differentiable. Only then will they be able to capture the attention of today's weary consumers and get them eager to hear from your brand.

Final Thoughts

In the information age, the modern consumer is bombarded with information from every direction, making it harder for brands to rise above the noise. However, by understanding what propels and what repels content consumption, B2B marketers can create better quality content more likely to be consumed by their target audience.

Keep these factors in mind when planning your next piece of content. You'll soon be well on your way to creating content that packs a punch, fuels company growth, and resonates with your audience.

P.S. If you need help connecting the dots and taking all this information from theoretical to tangible, check out our blog, The Next Evolution of Marketing, where you’ll learn how to create authentic, engaging, and valuable content that will slice through the noise like a samurai sword.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

But what's the point of hosting a webinar if no one sticks around or worse, no one shows up? Fortunately, there are some things you can do to ensure that your webinar gets seen by the consumers who will appreciate it the most.

How to Create a Killer Webinar

1. Big Domino

In Expert Secrets The Underground Playbook for Creating a Mass Movement of People Who Will Pay for Your Advice, Russel Brunson says, "if I can make them believe that (my new opportunity) is / are key to (what they desire most) and is / are only attainable through (my specific vehicle), then all other objections and concerns become irrelevant." This is how you stand out not just in webinars but in anything you create. This is where you enter a blue ocean. Essentially you are creating new demand because you have a new opportunity.

When you have the answers to these questions, you're not just doing a webinar but expertly crafting your messaging to connect with your audience on the deepest level. With this approach, when people want to learn how to do something or use something, whether it’s a product or service - they want YOU to be the one they work with.

2. Introduction

Have you ever walked into a room or virtual space full of people and felt uneasy while you stepped into another and felt empowered and engaged? One person, in this case, the host, can alter the energy of the room. It's your responsibility to channel that energy consciously.

The introduction of a webinar is key in setting the tone and getting attendees to engage and stick around for what's to come. You need to encompass the things (committed, focused, excited) you desire to attract that energy. The host needs to emit high energy throughout the webinar because if you want to have an engaged audience, you need to be an engaged host.

Jasper, for example, in their webinar on how to create content, has their host Emily, a coach, present. She introduces herself briefly and asks attendees to introduce themselves in the chat with prompts like 'where are you from' and 'what do you use Jasper for.' She let attendees know how long the webinar would be (15mins), how often Jasper hosts webinars (2 15-minute webinars a week), and how they can access the webinar after the event (replay sent to their email).

In addition, Emily also shared they have someone in chat support. That way, if anyone has any questions or technical issues, there's someone there to help them. And finally, before she started with the actual topic, she checked in with the community. This helps increase engagement and encourages two-way communication.

3. The Head-nod Effect

Throughout the webinar, you want to get attendees to nod in agreement both on a conscious and subconscious level. This is where real influence lies. As Russel Brunson says, "if I can identify people's false beliefs and tell stories that show them the truth, I didn't need to "sell" them anything. The stories lead people to the right belief, and they sell themselves."

There is a lot that goes into messaging that connects to the audience on an invisible level. Sometimes we recognize it; for instance, when was the last time you watched something and found yourself with more 'why' questions popping up than 'ahas'? This is because the presenter of that information did not follow up with a supporting point to facilitate your agreement with that statement.

Just like many blogs use statistics to validate their points, hosts need supporting statements, especially after they say something against the grain, to keep their audience engaged and hopefully in agreement.

Many even use this to elicit a nod by asking questions like, "ready to get started," "does this make sense?" and "can you imagine if?" While this technique can be used to solidify their understanding of your content, it is also used to get you comfortable with saying 'yes' so when the time comes to ask for the sale, you've already said yes a thousand times - making it easier to close. As you can see, this technique can be used for both good and bad.

4. Wants Win

When it comes to marketing, it is important to understand that people buy on an emotional level and then rationalize it on a logical level. This is because needs are logical, and wants are emotional.

While you may be creating a new opportunity, you are still channeling existing wants. Therefore demand is generated from the feeling they get. So when marketing your product or service, you need to create an emotional connection with your target market and then provide the logical justification for why they need your product or service.

By tapping into your target audience's core wants and desires, you can connect to them on an emotional level. This means understanding what they want and need and then delivering it in a way that resonates with them. Only then will you be able to create the kind of demand that leads to real results. The challenge here is identifying what they want, not what you think they want. So take the time to get to know your audience, and you'll be well on your way to crafting a webinar that delivers on its promise.

5. Value First

Who wants to be sold to? Nobody right? Adding to Russel's point earlier, let your content do the selling for you! For example, in Jasper's webinar, they are teaching viewers how to create content. They are using their platform as the vehicle to create that content, but they are not directly selling them on it.

"To inspire people, don't show them your superpowers; show them theirs." - Alexander Den Heijer

Jasper is not saying look how awesome we are; they are showing their viewers how they can create awesome content themselves, pushing the power back in their direction. When I first stumbled upon one of Jaspers's webinars, it was this one on writing and scheduling 3 months of social media content. I went in looking to learn how to elevate my social media content and saw the potential value that their platform could provide me.

When you provide value first and foremost, viewers will be better positioned to see you as a solution provider, not just another salesperson.

Final Thoughts

The secrets we discussed in this blog really cover any touchpoint in your efforts to provide the highest value to your audience. By following this advice, you’ll be able to attract target leads, get them to stick around, and take action.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

Consumer behavior has changed dramatically in recent years and especially since the pandemic, but this doesn't mean that businesses have adapted their strategies to align with these changes. In fact, there are many brands still lagging behind and only realize the importance of change when it's too late.

“The new consumer behaviors span all areas of life, from how we work to how we shop to how we entertain ourselves.” - McKinsey

This can be a fatal mistake, as failing to adapt to the ever-changing landscape of consumer behavior can lead to irrelevance and eventually extinction. The key is to always be ahead of the curve and anticipate the needs of your target market. Those who fail to do so will inevitably be left behind.

So let’s pull back the curtains and uncover how marketing has changed and how to transition into this new age.

How Marketing has Changed

Consumers have become increasingly adept at ignoring marketing messages that are not relevant to them. In the past, companies could rely on mass marketing techniques to reach a large audience with their message. However, today's consumers are more likely to tune out these messages or even actively avoid them.

As a result, companies need to be more targeted and strategic in their marketing efforts. They need to find ways to reach consumers with messages that are relevant and interesting to them. Otherwise, they risk being ignored completely.

Let’s take a look at how marketing has changed as a result of consumer behavior:

Consumers are busier than ever

People simply don't have the time or the attention span to stick around and watch content that doesn't directly cater to their wants and needs. Getting the viewer's attention is a gift and needs to be earned. This requires a brand to really dive deep into the psyche of its target market to create content that captivates and converts.

Consumers see brands as living, breathing organisms

In today's hyper-connected world, brands are seen as living, breathing organisms. This is in part due to the rise of social media, which has given consumers a platform to connect with brands on a personal level. As a result, brands have never been more visible—or more human. I mean, after all, there are people behind a brand, so it’s not such a crazy assumption.

Consumers are ready to be reached

They are actively looking to forge relationships with brands that understand them on a deeper level. We share their content, leave them reviews, and engage in conversations with other consumers on their social media pages. In addition, the way we consume media has changed dramatically in recent years. Gone are the days when we would passively consume content; now, we are constantly interacting with the brands we love (and hate).

Consumers have more resources

The explosion of the internet has made the world a much bigger place. This increased access to information has given consumers more power than ever before. In many ways, this is a good thing. It gives consumers a greater sense of control over the brands they support. However, it also means that brands have to work harder than ever to build trust and loyalty. If a business doesn't live up to its promises, consumers will quickly move on to one that does.

How to Transition into this New Age

Marketing is evolutionary, not revolutionary. That is because consumers are the ones who drive change, and marketers have to adapt to those changes, not the other way around. Many businesses, however, still find themselves in the old way of marketing; yet, to stay ahead of the curve, we have to market differently.

Marketers don't have to reinvent the wheel, but they do need to be resilient in the face of change. By paying attention to consumer behavior and adjusting your strategy accordingly, you can ensure that your marketing efforts are always relevant and effective.

Here are three critical things to keep in mind:

1. Authenticity

2. Engagement

3. Value

Authenticity

A report by Stackla found that there is a significant disconnect between what marketers and consumers believe to be authentic when it comes to branded content. While an overwhelming majority of marketers (92%) believe that their content resonates as authentic with consumers, consumers believe that only 51% of branded content actually resonates as being authentic. This tells us that, when it comes to creating authentic branded content, marketers are missing the mark.

Source: Stackla

As society becomes more digital, many people are longing for more authentic relationships. We all crave human connection. It's hardwired into our DNA. Throughout our lives, we seek out these connections, and they enrich us in ways that nothing else can. The digital world has created new opportunities for human connection to foster, and brands that understand this can forge lasting bonds with their customers.

Engagement

There's no question that businesses need to focus on creating genuine connections with their audience if they want to win them over. A one-way conversation isn't going to cut it anymore. In today's climate, people are looking for brands that care about more than just the bottom line.

Businesses realize that real relationships require real people. By adding a human element to their brand, they stop being a faceless corporation and start being a brand that consumers want to interact and engage with. In a crowded marketplace, getting the people behind the brand out of the shadows can be a powerful competitive advantage.

This is why brands like the Washington Post have seen momentous success on their TikTok by making their senior video reporter Dave Jorgenson the face of the brand. They have even expanded their team on the platform and have amassed a following of 1.4 million.

Source: Washington Post

Value

Consumers are bombarded with thousands of messages from brands every day! And yet, amidst all this noise, some brands manage to break through and capture our attention. How do they do it? In many cases, it comes down to understanding what we want and need. Instead of bombarding us with generic messages, they speak to us as individuals and provide value.

Consumers are always looking to get ahead. If your product or service can give them that competitive edge, then there's no doubt they will take notice. The challenge, however, is cutting through the noise and positioning yourself as the solution provider. For example, people struggling to post on social media consistently may find themselves listening intently when someone shares information about a platform that automates the process. Brands need to listen to what their consumers actually want if they want them to take notice.

The key is understanding your audience and what they find valuable.

• What kind of information are they hungry for?

• What will make them sit up and take notice?

Once you understand this, you can begin to create content that resonates authentically and that they find valuable enough to engage with.

The companies that succeed in today's marketplace are the ones that understand how to reach consumers on a deeper level. They're the ones that are constantly innovating and experimenting, and they're the ones that are willing to take risks. The bottom line is that marketing has changed, and those who don't adapt will be left behind.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

Many businesses find themselves spending a small fortune every time they need to create a video - and in today's business landscape, that is often!

According to a video marketing report by HubSpot, 31% of video marketers said that an inadequate budget to create video content was one of their biggest challenges. And Wyzowl stated that “most people spend $0-500 on a typical video.”

But video content doesn't have to be expensive. In fact, there are many ways to create quality video content on a budget. It has never been easier to create videos, and now even small businesses can launch successful video campaigns with minimal investment.

In this blog post, we'll share how to create video content without breaking the bank. So whether you're just starting out or looking for ways to save money, read on for our tips!

1: Establish Key Performance Indicators (KPIs)

First, consider what you want to achieve. A clear vision is essential for any video project. Otherwise, you'll be meandering through production with no real direction. By taking the time to establish measurable KPIs, you can ensure that each video you create is assigned an appropriate budget, supports your vision, and is more likely to achieve its intended objectives.

• What is the goal of the video? Brand awareness, drive conversions, or something else entirely?

• What type of video do you want to create? Webinars, demos, branded videos?

• How will you know the video was a success? Views, clicks, shares, conversions?

Once you know what your video content's purpose is, then establishing metrics to measure its success becomes much easier. While certain videos, by their nature, require larger budgets (branded videos), others (user-generated content) can be more cost-effective. For example, suppose it's to increase brand awareness. In that case, short-form videos may work well with a small budget, while one that aims to drive conversions might likely need something more expensive and robust, like an explainer video.

It's helpful to look at your entire video content strategy to determine all the video content you plan to produce per quarter or year and break down the budget based on importance.

2: Create for your Target Audience

Video consumption is at an all-time high, and as of 2022, 82% of all internet traffic comes from video. So what can we take away from this data? Your target audience is seeking out video content more than any other type of content online.

The internet has created an insatiable hunger for video content, and brands are struggling to meet that demand.

There’s good news, though! Consumers prefer engaging with real raw content. The real beauty of raw content is that it can be created quickly and without too much effort or budget. This means less stress for businesses, which are able to roll out videos in shorter time spans.

3: Keep it Simple Stupid

You're probably wondering if you need an expensive video production team or the latest equipment for your business's brand message and vision to come through clearly. The answer: no - not at all. In fact, sometimes, the simplest videos are the most effective. When you're just starting out - a smartphone, ring light, and lavalier mic (lav) will do. Focus on creating strong visuals and clear messaging, and don't worry about overcomplicating things.

Wyzowl conducted a survey and found that 55% create videos in-house, 12% outsource it, and 32% use a mix of both. So depending on your business objectives, the complexity of the video project, and your available resources, you can pick and choose whether to do it yourself or outsource.

There are a number of free resources available that can help you create high-quality videos without spending a lot of money. For example, many social media platforms offer free video editing tools that can be used to create videos.

If you're looking for a more professional video editing platform, Peech is a great option. With Peech, you can upload your brand kit so that every video is on brand. The platform automatically adds speaker titles, subtitles, graphic text, and music to your videos - no video editing experience needed.

4: Experiment

No one knows if the video they worked on for a month or a few minutes is going to do well - video content has no recipe. A lot of success for brands comes down to their willingness to try new things and do more of what works and less of what doesn't.

In today's fast-paced world, it's more important than ever to grab people's attention quickly. That's why it's no surprise that shorter videos tend to be more engaging than longer ones. After all, who has the time or patience to watch a 40-minute video when a million other things are competing for our attention?

But that doesn't mean that all videos should be 2 minutes or less. Sometimes a longer video is necessary to tell a complete story. The key is to find the right balance for each individual video. That means testing out different lengths and seeing what gets the most views and engagement. So don't be afraid to experiment until you find the sweet spot.

There's a common misconception that experimenting is expensive. But the truth is, experimenting is one of the cheapest things you can do. All you need is a willingness to try new things and learn from them. The best part is that the more you experiment, the better you'll get at it.

Experimentation will help you find creative ways to produce more videos with less budget, so you don't have to spend a fortune every time you create a video.

What are you waiting for? It's time to get videoing! By following these tips, you can create affordable video content that will help promote your business without breaking the bank. With many companies working with little to no budget, teams have found themselves getting creative as the demand increases for video and the cost per video they create decreases.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

According to Insivia, "viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text." And as of 2022, 82% of all internet traffic comes from video. So video is not only the most sought-after type of content, but it also has a much greater chance of being remembered.

This data doesn't invalidate the use of written content; it just suggests that using it on its own will likely not help you achieve the goals that you have set out. By turning your blog posts into videos, you have a far greater chance of boosting traffic and conversions!

In this ultimate guide to turning blogs into videos, we'll cover:

• Why video content is important for your blog

• How you can turn your blogs into video content

• How others are doing the same

Whether you're just starting out with video or want to take your videos to the next level, this guide is for you!

Let’s get started!

Why Video Content Is Important For your Blog

1. Video is the most efficient way to explain anything: From basic concepts like 'how to set up a YouTube account?' to more complex topics like 'how to create a YouTube channel?' You can practically show your audience how to accomplish what they are looking to learn.

2. Video is the ‘laziest’ way for a consumer to consume your content: While with a blog, you have to read the text actively, with video, you can passively watch or listen while you work out, cook dinner, commute to work, etc.

3. Video is more engaging than text: Video is the most popular type of content online, and viewers are much more likely to remember a message when they watch it than when they read it. They are also more likely to share it, which means more backlinks and engagement!

4. Video is a great way to improve SEO rankings: This is because Google owns YouTube and gives preference to websites with YouTube videos embedded in them. If you aren’t sure how to go about SEO for Video, check out our ultimate guide to Video SEO.

5. Video increases the time viewers spend on your site: The more time a user spends on your site, the better chance they'll have of finding what they’re looking for and converting.

Source: Wistia

Video content is a powerful tool to improve your website ranking, blog traffic, and hopefully conversion rate. Now it’s time to show you how you can extend the value of your existing blog content and turn it into videos.

How you Can Turn Your Blogs into Video Content

You've spent hours writing your blog, and it's finally ready to share with the world. But why stop there? You can reach an even wider audience by turning your blog into a video. And the good news is, it's not as difficult as you think. Here are 4 ways to get started!

Blogs can be turned into videos

Existing blogs can be repurposed into video content. There's no denying that video is one of the most popular forms of content on the internet. Whether you're watching a funny cat video or getting a tutorial on how to bake a cake, people love consuming videos. And as a brand, you can use this to your advantage by recreating blogs in video format.

How to turn a blog into a video

1. Start by picking a blog that your ideal audience is currently searching for and would want to watch in video format

2. Highlight the key points of the blog post

3. Create a script for the video based on the key points. The way that people listen to and process information is different than the way they read it, so it's important to keep this in mind when creating the script

4. Identify the call to action you want to end with. For example, visit your website for the full blog post or to subscribe to your channel

5. Record the video

6. Edit the video using a video editing platform. This will remove any unnecessary footage and enhance certain aspects for a better user experience

7. Publish the video and either link to it or embed it on your blog post

For example, we created a video based on one of our Blog posts. Repurposing a blog post into a video can be a great way to reach a new audience or simply provide existing followers with new content.

Videos can be turned into blogs

Existing videos can be repurposed into blog posts. One way to get the best of all worlds is to use video as the cornerstone of your content strategy. Here, you can provide users with both written, video, and audio content, and then pick and choose which type of content suits their needs.

How to turn a video into a blog post

1. Start by picking a video that has the potential to be spoken about in greater detail

2. Highlight the key points that you want to expand on

3. Write the blog post

4. Embed or link to the original video on your blog post

Just like the above example, began with a blog and then a video. You can also start with a video and then transcribe it into a blog.

Videos can be supplementary to the blog

Videos can be created to promote the blog while also standing on their own. Creating short-form video content is a great way to engage your audience and promote your blog. You can use these videos to introduce the blog, summarize key points, or even create an infographic video.

Additionally, you can use these videos to drive traffic back to your blog, giving you an opportunity to grow your readership. You'll be one step closer to turning your blog into a viral sensation by getting your video in front of as many people as possible.

How to create videos to supplement your blog

1. Start by identifying what you want to enhance from the blog through video. This could be a video that simply introduces the reader to the blog, promotes the blog itself, or even a specific section that it focuses on

2. Highlight the key points that you want to focus on in the video

3. Add those key points to the video script. It’s important to keep these videos short. It can be anything up to 2 minutes as you risk losing the audience's attention

4. Record the video

5. Edit the video using a video editing platform. This will remove any unnecessary footage and enhance certain aspects for a better user experience

6. Share the video on social media, embed it on your blog, or send it out to your newsletter

For example, HubSpot often creates and links videos to its blog posts, just like the one below that they added to their blog about YouTube Challenges To Boost Subscribers in 2022.

Link to other sources of video content related to your blog

You don’t always have to reinvent the wheel. You can leverage other people's video content. There's no shortage of high-quality video content out there, and surely there is a video regarding the subject of your blog or its contents.

How to link to other sources

1. Head over to YouTube or Google videos and type in the topic that you want to see in video format

2. If you find a video that is relevant to your blog topic and target audience, you can either link to their video or embed it on your site so they can watch it while they read your blog

3. Credit the source. If you link to another source's video, let the reader know where that link is taking them and to whose content

For example, in one of our previous blogs, we embedded this HubSpot video to show how a brand like HubSpot is and can use video showcasing their employees.

Final Thoughts

It is important to use both video content and written content for your brand. Video, however, is especially powerful when it comes to driving traffic and conversions. That's because it's much more visually engaging than written content, and people are more likely to watch a video all the way through than to read an entire blog post. Plus, videos are more likely to be shared on social media, further boosting your reach.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

When done correctly, video can be an extremely powerful tool for building brand authority and growing your business. Although getting started takes some time and effort, the payoffs can be huge. So if you're serious about taking your business to the next level, don't underestimate the power of video content.

In this blog, we'll go over what brand authority is, the types of videos that can help you build brand authority, and how you can implement them into your strategy.

Let's get to it!

What is Brand Authority

Any successful business needs to establish itself as an authority in its field to achieve long-term success. This is known as brand authority, and it's something that viewers need to perceive in order for them to trust a person or company.

Brands that have built distinguishable and authoritative names for themselves are the ones that we remember, and it's this level of trust that gets people to hand over their business.

Video is a great way, if not the best, way to develop brand authority. It's a powerful medium that can be used to communicate your message clearly and build trust with your audience.

So, how do you do this, more specifically, how do you do this with video?

• By creating videos that demonstrate your knowledge and expertise on a given topic, industry, or field

• By contributing to the conversation with your unique brand story

• By building an engaging community

This is how Salesforce has brand authority in CRM, and how Grammarly has brand authority in Grammar.

Let's dive into the types of videos that build brand authority.

The Types of Videos that Build Brand Authority for B2B

Pretty much any video that you create can help position your brand as an authority. However, we're going to talk about the main types of videos that brands use to establish themselves as trustworthy experts and leaders within their industry.

How-to

How-to or educational/instructional/tutorial videos are some of the most popular types of videos because they solve a searcher's query. When you don't know how to do something, the first thing you probably do is search for it online or watch a YouTube video, right?

People are constantly searching for solutions to their problems, whether it's how to fix a backed-up sink or how to draw. And what's more fascinating than a video that can show you exactly how to do just that?

How-to videos help build brand authority by:

• Helping viewers learn something new in minutes

• Helping break down complex subjects

• Helping you position yourself as the expert

• Giving viewers access to your thought leadership

• Creating a space for a relationship to form between the brand and the consumers and know, like, and trust to grow

• Inspiring viewers to take action

When creating how-to videos, keep in mind that people might be at different stages of the buyer's journey. So, you should create these videos with supporting content to help viewers who are still learning about your product/service and those further along on their path.

So let's take a look at brands that are using how-to well. For example, Notion has a ton of how-to videos from beginner basics to more advanced.

Source: Notion

They also have a devoted customer base, and they have many users creating how-to videos, which they have a dedicated section for on their YouTube channel.

Source: Notion

Notion has directly gained authority from their video content that shows viewers how to use their digital product more effectively. Additionally, they have indirectly obtained authority from their community creating video content about their product.

If you are unsure where to start with how-to videos, ask yourself what your target market looking to learn is and how you can help them bridge the gap.

Testimonials

As any business owner knows, trust and credibility are essential for success. And one of the best ways to build trust and credibility is to share the stories of satisfied customers. That's where testimonials come in.

Testimonials are brief, first-person accounts of how your product or service has made a difference in someone's life. As cool as your company might be, it's always helpful to have a nonbiased third party share their experience with your business. It allows people to get a sense of who you are and what you're all about through the words of others.

Testimonials are powerful because they're real and relatable. Since they come from someone who isn't trying to sell anything, they hold a lot of authority. By sharing the stories of customers who have used your product or service, you can show that they make a difference in real people's lives.

For example, Notion has collected customer testimonials to show how their business has helped others streamline their workflow.

Source: Notion

Webinars

Webinars provide an excellent opportunity for brands and entrepreneurs to share their knowledge with a wide audience. Hosting a webinar or series of webinars can build your reputation as an expert in your field while providing valuable information to your viewers.

A webinar is an online seminar that allows participants to interact with each other in real-time. Webinars are usually conducted by experts in a particular field, and they allow attendees to learn new information and ask questions.

Webinars can be either live or recorded. Live webinars allow for more interaction between participants, while recorded webinars can be viewed at any time.

When planning a webinar, be sure to choose a topic that will be of interest to your target audience. You should also consider inviting experts in the field to serve on a panel for your webinar. This will not only add credibility to your event, but it will also provide viewers with multiple perspectives on the topic at hand. Finally, be sure to promote your event through social media and other channels so that you can reach as many people as possible. By following these tips, you can ensure that your webinar is a success.

For example, Notion has a variety of webinars that they have added to their Youtube page for viewers to access anytime. They range in a variety of topics and include a variety of experts.

Source: Notion

Final Thoughts

Many people consider video to be a powerful tool. And they are right - video is a versatile medium that can be used in various ways to build brand awareness and credibility. The great thing about video is it has evergreen potential, meaning that not only can one video last for years, but it can also be repurposed for other channels and purposes.

Of course, creating quality videos takes time and effort. But the payoff is worth it - over time, your efforts will compound, and you will see real results. So if you're looking for a way to take your brand to the next level, video is definitely worth considering.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?

In this blog, we’ll share the top 10 insights gained from:

Hibob’s Head of Content, Shelby Blitz

Similarweb’s Employer Brand Manager, Sivan Felder

Walnut’s Head of Marketing, Emmanuel Cohen

They share the strategies that helped them produce high-quality, engaging videos that get results.

Insight 1: Video Content Has No Recipe

If you put a lot of time and effort into your videos, there's no guarantee that people will respond positively to them. For example, Emmanuel said, "you can work on a video for 4 months and get 10 likes." In addition, you can work on a video for 40 minutes and get 1000s of likes - you just don't know.

"The beauty of creating content is that when you share it on social, you have nothing to lose; you can go as wide and wack as you want." - Emanuel Cohen

Videos are a great way to connect with your audience and share your story in an engaging and visual way. However, video content can be difficult to perfect. There is no real recipe for success, so you have to experiment and try different things to see what works for you.

The key is to keep trying and learn from your mistakes. With patience and perseverance, you're bound to create videos that Resonate with your audience and help you achieve your goals.

Insight 2: Create Really Fun & Cool B2B Videos

B2B is no stranger to boring content. Most people think that business-to-business has to be serious and stuffy, but that doesn't have to be the case. With a little creativity, you can make B2B content that is both informative and fun.

That's just what Emmanuel did during his time at Wix. They had been struggling to get people to engage with their videos. They were sending over film crews to capture video testimonials from their users but found that the only thing these videos got them were a few likes and low engagement rates. It became clear: Wix needed something more original if they wanted to pave their own space in the market.

So they decided to try a new approach. Emmanuel found people on Bored Panda doing unique stuff with video. He then looked into those users to see if they had a Wix website and reached out to ask if they could share their videos. The response was overwhelmingly positive, and Wix was able to promote some amazing websites created with their platform.

"I took something that is not from the marketing world and implemented it into our marketing strategy for free. And that went bananas" - Emmanuel Cohen

Insight 3: See What’s Working

Creative thinking is important. The experts don't know what will work, but they're willing to try new things in order to find out! As Emmanuel suggests, one tip for companies who want to start creating video content but don't know where to start is to "look what works in your field." This can help you understand what kind of content is popular and engaging and give you some ideas for adapting your own content into a video format. He continues. "Mix and match and try. something will work at some point. Don't be afraid to fail; social media is very forgiving for mistakes".

"When I think of video, I always ask, okay, what's working? Let's do otherwise." - Emmanuel Cohen

Shelby says, "my tip would be just to look at what you're already producing, whether a written blog or a guide or whatever it might be, and think about how you can turn it quickly into a video. Whether it's just text that simply comes up on screen or have someone jump on zoom and talk through the concept."

"You don't need to come up with like a huge grand idea; you can look at what you're already doing and see how you can kind of squeeze that into a short video." - Shelby Blitz

Sivan agreed, stating, "I'm a huge fan of copying. So if you see something that you like and it works - you can literally just swap out their dialogue for your own."

By following this advice, you can quickly and easily create engaging video content that will reach a wide audience.

Insight 4: Quick & Dirty Content for the Win

The market moves so quickly that it's become a necessity to produce content quickly to stay relevant. The problem with high-production videos is that they take an insane amount of time to do, so you've got to look for shortcuts.

"How can we meet the deadlines of yesterday?" - Shelby Blitz

As Sivan said, "every other time we spend money, by the time the video is finished, they're like, oh, we totally changed everything." She continues, "so quick and dirty is really the only way to get anything out."

It's important to be efficient in your production process. Figure out what steps you can cut out or streamline in order to save time and money. Don't be afraid to experiment and see what works best for your particular audience and situation.

"That's the beauty of doing things quick and dirty because then you can say, oh, we tried. Let's go on to the next one because it didn't cost you a lot of money." - Barak Shachnovitz

Insight 5: Create Videos & Create a Lot of Them

Hibob writes about 6 case studies per quarter, and out of the 6, they get 2 videos - an average of 12 videos per quarter. Shelby realized they now "had all this amazing content from customers." and asked, "how can we use this for more than just, you know, writing a case study?"

So she took the zoom call, cut them into 1-2 small quotes, added nameplates and subtitles using Peech, and included them in her case studies, ads, and social media content. This process has been extremely beneficial for Hibob, as they could now create multiple pieces of content from one customer interaction.

Insight 6: Put Humans Front & Center

Hibob is an HR platform, so they know that putting humans front and center is important. Similarweb agrees as they offer employees opportunities to get involved with video content. However, they know that not everyone is comfortable getting on camera. That's why they developed a few ways to help motivate employee participation.

Sivan realized the importance of personalizing your pitch to the needs of the individual. For instance, if they had a personal brand, she would explain how getting on camera could help benefit their personal brand. Or simply just providing an opportunity for employees to share their stories in their own words. By taking the time to understand each employee's motivation, she was able to create video content that was both meaningful and engaging.

Insight 7: Small Steps Lead to Big Wins

When it comes to management and expectations, it's important to be clear about what you are doing and why you are doing it. This is especially true when it comes to projects that may not have a clear ROI.

In these cases, explaining how the project will benefit the company in the long run, is important. For example, if you are working on a project that will improve employee branding, it is important to explain how this will attract new talent and improve retention rates.

A Emmanuel said, "If you have to wait every time for permission to do something in marketing, I will probably have never achieved anything because people tend to be a bit scared because it's the reputation of the brand, but once you do..." He continues with reference to his time at Wix "I just took the video and published it online. Everyone was like, Mano, what did you do? It's not the brand. And then 1 million views - yeah, you know what, do it again. So you just need to take the leap."

By being clear and concise about the benefits of your work, you will build trust with management and eventually be given the freedom to do your job to the best of your ability.

Insight 8: Most KPIs are qualitative, not quantitative

Shelby says, "It definitely depends what kind of video and what the goal is of the video."

Sivan believes the ROI that has the highest value is when an employee shares the video or when someone comes up to them and says how great one of their videos is, and then, of course, analytics. She said, "People don't take the time to tell you these things unless it was very impactful because who has the time to remember anything." She also continues, "I don't think people can expect really to get like a lot of impressions nowadays or a lot of engagement."

Emmanuel said, "Put yourself in the conscience of different people that are in your target audience. That has a real business impact that is not measurable like data."

Insight 9: Video is Not Exclusive

Where there's a lack, there's a gap. The lack of video content on LinkedIn has shown some marketers that there is a gap in video content on the platform and an opportunity for growth and development in that area.

"Content has no territory, you can share content from TikTok on LinkedIn, and people will enjoy it because it's fun." - Emmanuel Cohen

While Shelby said, "TikTok stuff is a great example because you can use it on your LinkedIn. I wouldn't make your LinkedIn into a glorified TikTok, but you can reuse that content." She continued, "there are some open questions about the LinkedIn algorithm and how they want people to interact with their platform." Sivan agreed, stating, "I would still say it's worthwhile like not to do hundreds of them, but like one a month is still, I think, impactful."

Emmanuel states, "there is an opportunity on LinkedIn because people don't share video." He continues, "we do marketing that is strongly video-based and mainly on LinkedIn, and we see a very positive return. My feed on LinkedIn is full of videos, but at the end of the day, our algorithms are very simple; when you like something, they show you more of it, so if I like video content, I see a lot of video content." "On the contrary, I would say there is an opportunity on LinkedIn for video content because it's not reached its full potential like other social media."

There you have it, the top 9 insights from our expert panel. It's no secret that video is one of the most important forms of content. But for a lot of businesses, getting started can be really tough! The brands that see it as an opportunity will likely flourish, while those avoiding it altogether may struggle to maintain their footing in the marketplace.

What was your biggest takeaway from the panel?

You've heard that video is the future, but you don't know where to start. It's hard to keep up with all the latest marketing trends, let alone try something new. And if you're like most businesses, you don't have the time or money to waste on ineffective strategies.

With 86% of businesses using video as a tool, it's important to keep up with trends to make sure that your efforts are not only effective but on point. Marketing is always changing, and so are the ways in which brands communicate with their target audience.

In this blog, we’ve collected the latest trends to keep an eye out for as you develop your own strategy going forward!

Ready? Let's go!

1. Human-centric Branding

The customer is always right. This famous saying has been repeated so often that it has become cliché. And yet, there is a lot of truth to it.

In order for businesses to be successful, they need to focus on their customers. This means understanding their needs and desires and creating products and services that meet them. However, simply meeting customer needs is no longer enough.

Traditionally marketers made use of a consumer-centric approach that focused on, well, the consumer. In today's competitive marketplace, businesses need to go one step further and focus on the whole person.

A human-centric approach takes this one step further and is the next transition/iteration focusing on all the aspects that make us human. This means considering their values, feelings, and perspectives. Only by understanding the complete person can businesses create truly meaningful connections with their customers. This trend has only gotten stronger since the pandemic as humans are searching to build meaningful relationships (both on and offline).

2. Interactive Video

Instead of just passively watching a video, interactive videos allow users to actively participate in the story. For instance, have you ever watched a movie with alternative endings? Interactive video allows the user in real-time to actively participate in the outcome of the video.

Brands can create interactive videos that take users on personalized journeys based on the decisions they make while watching the video. While movies might allow viewers to choose whether they want to watch a happy or sad ending. Brands can use this to take users down specific funnels.

For example, when a user lands on your website, you can create a video that could lead them down two separate paths:

1. Cold leads (not ready to convert)

2. Hot leads (ready to convert)

You can add the option for viewers to either signup to your email list (cold lead), schedule a call (warm lead), or even signup for a demo (hot lead). So whatever option they choose, you have a series of personalized videos ready to lead them down the sales funnel.

Interactive video builds on human-centric branding as it helps build stronger and more meaningful connections that can be uniquely tailored to the individual.

By connecting the physical world with interactive user-driven content, you can create an engaging experience that has consumers not just watching but taking part in your story while also increasing brand engagement, loyalty, and conversions.

3. User-generated Content (UGC)

User-generated content is any type of content - text, images, or videos that have been created and published by someone who is not affiliated with the brand. According to a report by Vidyard in 2021, 80% of all videos created were UGC, and 20% were produced.

UGC can be incredibly valuable for brands as it allows them to tap into the authentic voice of their customers. Would you rather buy from a brand that says how amazing they are? Or… their customers, who say how amazing they are? I'm guessing you picked the latter, right?

That's because UGC comes from a third-party source. When customers and brand advocates share their positive experiences with a brand, it helps to build know, like, and trust - three essential factors in any purchase decision.

Video does this particularly well as users are seeking out videos to get a better feel for brands and their products and services. This shows that if you want to influence consumers, letting others sing your praises is more effective. When it comes to branding, sometimes it’s best to sit back and let others do the talking.

In addition, UGC can also help increase brand awareness. As customers share video content with their friends and followers, it exposes the brand to new potential customers while saving time on content creation. For these reasons, savvy businesses should always be on the lookout for opportunities to harness the power of UGC.

4. Live Video

No matter the industry, every brand is looking for a way to engage potential customers and increase ROI. In recent years, live video has become an increasingly popular tool to do just that.

Unlike pre-recorded videos or blog posts, live video offers viewers a chance to connect with a brand in real-time. This level of interaction can help forge stronger relationships between businesses and consumers.

HubSpot conducted a survey asking participants which type of live video they are likely to watch? The majority chose “a Q&A with an influencer, celebrity, or expert” with “product tutorial, educational how-to or explainer, and video stream” as top contenders.

The trend toward live video makes it possible for businesses to capitalize on the opportunity to increase brand awareness, nurture relationships, and generate an influx of income for products and services.

Brands can use live video to provide behind-the-scenes looks at their operations, give previews of new products, or host educational webinars about a specific topic of interest for users. Live video is a powerful tool for businesses looking to create more engaging content and forge deeper relationships with their customers.

5. Short-form Video

In our fast-paced, constantly-connected world, it's no surprise that short-form video content is the most popular content type. Whether we're looking to be entertained, educated, or inspired, we often turn to content that can be consumed quickly and easily on the go.

With the popularity of Tiktok, Instagram created reels, and YouTube made shorts. It's no surprise that businesses are now following suit, with 58% of marketers taking advantage of short-form videos in 2022. For example, a large chunk of Wix’s social media posts on TikTok is content made by their users.

Businesses continue expanding their investments in UGC, testimonials, trainings, and explainer videos, as well as onboarding, demos, sales, and ads. With the right strategy, brands can reach new customers and drive sales using short-form video content.

6. Vertical Video

In today's world, it is essential to have a strong video strategy- and that means creating vertical videos. The trend of video consumption is shifting to vertical videos, with the majority of people now accessing the internet via mobile devices. Even Instagram is responding by going full screen.

Vertical videos offer the audience an immersive experience that provides smoother scrolling and playback capabilities. Additionally, vertical videos are less likely to be interrupted by other content on a screen, making them more likely to be watched until the end. By creating vertical videos, businesses can ensure that their message is seen by the widest possible audience.

7. Video Ads

Social media platforms are teeming with potential when it comes to video advertising. And has only increased in popularity as more and more people spend their time watching video content. In addition, videos have proven to be more alluring than static ads.

According to Vidico's, the state of video marketing report 2022, "the average company spends more than $10,000 on video advertisements per month." Video advertising is a great way to create entertaining, engaging, and educational content that helps convey your company's story while promoting its products and services.

8. AR & VR

Augmented reality (AR), and virtual reality (VR) are quickly becoming popular ways to create immersive user experiences. AR enhances the physical world through one's camera, while VR immerses users in an entirely artificial world using goggles.

These videos have the potential to generate a high ROI as users can interact with products and services in a way that was impossible before with traditional video.

Meta has already held VR events by hosting NBA games and live performances, and Amazon has for some time now allowed buyers to view products in their own environment before making a purchase.

Both technologies will soon become more commonplace as brands and creators begin to dabble with them. They both have a wide range of potential applications, from providing training and education to enhancing customer service. For example, AR can be used to provide interactive product demonstrations, while VR can be used to create simulated work environments for employees.

As AR and VR continue to evolve, businesses are finding new and innovative ways to use these technologies to improve their operations and better serve their customers.

9. Video SEO (VSEO)

As video becomes increasingly important for businesses, so does video SEO. Video SEO increases the chances that your videos get seen by as many people as possible.

Video SEO is the process of implementing best practices to get your videos to rank higher on search engine results pages (SERPs). SEO gives your video a greater chance of getting to the first page or ranking on search engines. And by optimizing your video for search engines, you are optimizing your video for searchers.

There are a number of things you can do to optimize your videos for SEO, including keyword research, title, description, and thumbnail optimization. To give your videos the best chance of being found and ranked highly, use video SEO to help ensure that your videos get the exposure they deserve.

Final Thoughts

So, there you have it! These are the top video trends to look out for in 2022. Are you ready to capitalize on them?

If you want to stay ahead of the competition, it's important to be aware of these trends and start incorporating them into your own video content. At Peech, we're always looking to stay ahead of the curve and looking for what's coming next in the world of video.

Are you ready to stop struggling with complicated video creation processes and start creating videos at scale?