For the fourth year in a row, marketers have ranked video as the most effective media format to reach audiences with the best ROI. HubSpot research also found that 90% of marketers using short-form video for marketing plan to increase or maintain their video investments in 2023.
In the past, the cost and time required to make quality video content was prohibitive. Now, AI video production tools are making it more accessible for any sized marketing team to create video content and hit their goals.
Marketing teams everywhere are exploring how AI can help them save time and budget in the video production process, while simultaneously boosting creativity. We’ll get into the ways AI tools can help marketing teams create videos faster, and outline some apps and platforms to try.
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- Ways to streamline the video production process with AI
- Repurposing and distribution
Ways to streamline the video production process with AI
Marketing teams are enlisting the help of AI video production tools to stand out and transform content into new media formats — here’s how.
There’s a lot of pressure on creative teams to develop video content for different departments, concepts, and goals. Product videos have specific considerations and look much different than videos for the careers, customer education, or advertising teams.
AI tools can help video teams brainstorm, visualize ideas, and put together scripts.
Marketing teams have already started using AI brainstorming tools like ChatGPT, NotionAI, and Google Bard to generate ideas, and they’re using the output as a jumping-off point to direct their efforts.
See here how you can use ChatGPT to quickly develop an idea into a story or concept, with suggestions for each frame you can later use in a shot list.
Try these prompts with a generative AI tool and see how quickly your imagination can take off:
- “We want to create a product launch video to showcase the features, use cases, and initial customer reactions and encourage viewers to sign up to receive a sample product. The product is [describe your product here]. Please map out a script for the voiceover and a shot list for a 30 second video, along with suggestions for music, transitions, and lighting.”
- “Please transform this written interview into a case study video format with shot suggestions, intro copy, and a call to action at the end to read the whole case study.”
And many marketing teams are using generative AI writing tools like Jasper.ai and Writesonic to create simple scripts to use as a starting point. Consider taking existing content, like blog posts, ebooks, and reports, and using generative AI tools to turn them into video scripts.
When creating scripts with AI tools, remember to include:
- Voice and tone suggestions
- Intended video length
- Campaign goals
During pre-production, AI tools are most helpful for two things — creative development and administrative tasks. Creative teams can use AI to help generate storyboards, illustrate potential video concepts visually, and experiment with visual styles. Assistant directors or project managers can cut down on time spent on the administrative elements of pre-production like call sheets, scheduling, and shot lists.
To get a video from idea to launch, it takes lots of team members from different departments, and they all need to be aligned from the start. AI tools can automatically put together campaign timelines, assign tasks to individuals with deadlines, and help video teams handle more projects at a time with fewer headaches.
Art directors are using AI tools to explore ideas, visualize concepts, and work through potential stories — without spending months developing minimum viable products (MVPs) to see if they’ll work.
Michael Kuroda, a Production Manager at HouseFishBalloon, tested out adding AI to the art direction process and shares, “Where I would usually spend hours mocking up picture variations, trying different color schemes, and adding environmental depth, I can now spend that time adding effects and billboards. As a result, this new painting…is much more lively than my previous attempt while simultaneously taking much less time.”
Source: Behind the Games
Midjourney is an AI text to image generator, like StableDiffusion, that lets the user iterate on previously generated images, making it easy to show a variety of visual styles that stakeholders can choose from. Deforum is an AI image and animation generator that lets users quickly create simple animations out of text queries.
Storyboarding is one of the most exciting places to use AI for video production. AI tools are ideal for visualizing video concepts without taking up too much creative bandwidth, giving brand teams more room to play with ideas and test out more of their “outside the box” pitches.
Arturo Tedeschi, an Italian artist, is using DALL-E to transform descriptive text from classic movies into visual storyboards for films. “The art of storyboarding deserves attention not only for graphic quality…but as a creative bridge between screenplay and film, as a link between language and images. Cutting-edge systems like DALL-E have learned the relationship between image and text,” shared Tedeschi.
Video teams can enlist ChatGPT and other tools as a research assistant. Ask conversational AI tools which locations are best for video shoots based on permit requirements, weather conditions, availability, and any other considerations you’re thinking about to get a sample list. Then, go through the proposed locations and fact-check, or draw inspiration from the ideas.
Use AI tools to turn a script into a shot list, making sure to instruct generative AI tools to capture the flow and keep it within the desired timeframe. StudioBinder is an AI tool that generates shot lists and it’s specifically designed for filmmaking.
Call sheet and scheduling
Rather than spending hours manually creating call sheets, prepping scheduling emails, and creating workback schedules, set up AI prompts to automate administrative tasks.
Here’s an example prompt for an AI-generated call sheet: “Take all characters from the pages of this script and organize them into a call sheet with character, actor name, time needed, scenes to be rehearsed and schedule, and location.”
AI generated video production is new and companies are still working through some of the early bugs, like unnatural voice overs. And there’ll always be a place for on-camera talent. But for certain video styles like animations, talking head videos, avatar videos, social media clips, and more, AI tools and templates can align creative teams and provide first drafts that are easier to edit.
AI generated videos
AI video generation tools like InVideo, Pictory, and RawShorts can fully create a video from start to finish, using AI-generated voice-over (VO), avatars, stock footage, video templates, and animations to dynamically communicate ideas.
For Staff-Picked filmmaker Paul Trillo, the draw of AI is in its aesthetic ticks — and the new visual style that’s being created as it goes mainstream. “I’m leaning into the natural aesthetic that the AI videos are creating, rather than pushing against it,” he says. “Right now, it’s more interesting as its own aesthetic.”
Explainer videos for newsletters, internal sharing, or social media
Explainer videos can outline new product features, teach a concept to help an audience grow, or deliver company updates. Typically, these kinds of videos are composed of talking head footage interspersed with images and other short clips — but AI tools like Synthesia can save teams the hours of filming a busy VP or CEO talking, and just create an avatar to deliver the script instead.
Social media videos
Social media videos (and video ads) are excellent at grabbing attention whether they’re made for Instagram, Facebook, Twitter, YouTube, or TikTok. RawShorts, InVideo, Canva and Pictory all have AI-powered options for social media video creation.
AI video tools
AI video tools help out at a certain point in the video generation process, like turning text to video or adding animation. Synthesia is an AI video generator where users can upload their scripts and have them read by one of 140 diverse avatars.
The team at Forecast, a project management tool, is using AI to build out Forecast Academy, a learning library with multimedia educational tools — now featuring AI-generated educational videos made with Synthesia. “Before, producing videos was a long, multi-staged process, now many of those stages are condensed within a single software,” shared Ryan McMeekin on the Forecast Academy team.
Source: Forecast Academy
InVideo is an AI text to video generator that helps marketers create video ads and social media videos. It also helps teams create video scripts, and quickly repurpose blog content into videos.
AI video templates
Video templates can serve as a storyboard, guide for timing or cuts, or the first draft of a video. Canva has thousands of free, customizable video templates and AI-powered writing and image generation tools built right into the platform, along with creative approval processes and collaborative team features. And Raw Shorts has video templates that you can use in their AI video maker.
Source: Raw Shorts
AI visual effects
Snapchat and Instagram changed the game with responsive augmented reality filters, and now some of the technology behind VR/AR is coming to video production through AI tools. One tool, Gen-1, which writer Loz Blain refers to as “like DALL-E for moving pictures” can apply visual video effects to video files and generate new videos in different styles and formats.
AI audio syncing and sound effects
Sound engineers have been waiting for this one. AI tools can now match audio up to video and provide suggested background noises and other sound effects. Here’s an example of a Soundify video with AI-generated audio.
We’ve only begun to explore the impact of AI tools on post-production and video editing, but organizations like the Associated Press, that manage thousands of hours of live footage every year, are already seeing the benefits of AI-automated video management. AP’s VP of News, Sandy MacIntyre is spearheading efforts to use AI to automatically pull out great photos and sound-bites, and reduce overall production ‘grunt work’, as a way of “liberating people to do more creative things with the editing and production time.” The AP team has found that AI-powered speech-to-text transcription has been working well so far, but sentiment analysis and video searchability have a ways to go.
In the video editing process, AI-powered tools help teams with color correction, inpainting, background removal, jump cuts, sound and voiceover (VO) editing, and much more.
ElevenLabs is a text-to-speech AI software that takes a written script and instantly turns it into a natural-sounding voice-over to use in videos.
“Text-to-speech AI tools are powerful for timing scripts and making sure everything sounds good before going into a recording,” says Odette Santos, Principal Cinematographer at HubSpot.
AI-powered video editors like Runway ML have video inpainting, effective video background removers, and a text-to-color grade function that lets video editors color grade through queries like “make this clip look like an old silent film” or “make the clip cooler-toned”.
AI tools can also automatically create jump cuts, remove silence, speed up scenes, and cut commentary in video and podcasts. They can also remove bad takes or identify the best version of a clip.
Timebolt, an AI video editor, even has an “Umcheck” feature that helps cut out filler words, and a tool to cut recorded Zoom meetings into condensed, distilled explainers that make for great product walkthroughs and internal training videos.
During the voice-over phase, there are a few ways to use AI tools:
- Generate a voice-over track from scratch using an AI voice.
- Generate foreign language voice overs using AI.
- Smooth out or edit voice overs — cut “ums”, dead air, etc.
Think about your audience and region when choosing an AI-generated voice.
Adobe Podcast is an AI-powered podcast production platform that includes powerful AI speech enhancement features, making subpar audio clear as day — and it lets users edit audio by cutting and reordering transcript text.
Music and sound beds
Music composition can take a long time, even just to search for royalty-free sounds for quick product videos. With AI tools like Orb Producer Suite, you can create your own music or background sounds, or edit the sound throughout a video file for consistency.
Want to achieve the Wes Anderson color grading effect in your next video? Wes Anderson-style videos have cropped up across social media in a delightful way, showcasing creativity. Even brands like Paramount Pictures have jumped on the Wes Anderson trend. AI tools can now copy the color grading from images and apply them to video, and automatically adjust an entire file with a new style.
“Things like rotoscoping and inpainting, which took a lot of hours, computing power, and focus, are now possible in a browser with limited technical ability. We’re just seeing the beginnings of how workflows will be transformed,” shared Matthew Watkins, Creative Director at HubSpot.
Logging and tagging
Logging and tagging is one of the more technical aspects of video production. AI-powered content analysis tools like Google’s Video AI require the user to train the model, but then they can create custom tags and access rich analytics — then more quickly create highlight reels, clips, and more.
Repurposing and distribution
The power of video lies in its ability to spread far and wide and reach new audiences. Creating, editing, and finishing videos isn’t the end of the road, but the beginning of the distribution process. Let’s look at how AI can help get your video content in front of more folks.
Transforming content between media formats
Work smarter, not harder. Turn podcasts into videos, add summary videos to written content, and create explainer videos for new product features.
Cutting and resharing videos for different channels
Take long-form video content and repurpose it for social media — create a few Reels, TikTok videos, or YouTube Shorts from every longer video. Think about where your audience lives online, though, and don’t just create new social video content because you can.
Or, turn educational videos into courses and join clips together to create longer lessons, like Forecast Academy is doing.
Creating trailers and short-form clips
Video content performs extremely well — videos help increase traffic, drive leads, and drive better engagement. Cut quick clips and trailers from longer videos to use for short-form content like social media video ads and promotional assets for a big campaign.
Cathy McPhillips, from Marketing AI Institute, is using AI to turn webinars into short-form content for YouTube. She paired a few tools together to transcribe a webinar video, edit the video by cutting text using an AI tool, then automatically match the transcriptions to the video clips. “Using AI-powered tech for these projects saved me probably a good day’s worth of work,” she shared.
How brands can strategically use AI tools for marketing video production
AI video production tools are helping marketers make more brand-ready videos than they ever thought possible — and they’re only just getting started. Ready to ramp up video production for your brand? Try Vimeo’s video tools for marketing teams.