The video marketing space is always changing. Whether you’re focused on the evolution of platforms (remember Vine?), techniques, best practices, or creative trends, there’s always something new to explore—and the pros are always trying to predict what’s coming next.
This article is no exception. In a recent Forbes article, nine experts shared their perspectives on how the latest tech will impact video marketing. We’re here to share our take as a video production company, expanding on their predictions and sharing what we’re already seeing in the space.
Ready to get started? Here’s what the experts had to say.
1. Content Will Be Customized Per User Behavior
Like many items on the list, this outcome relies on AI advancements and machine learning to customize content. While the most basic versions of this approach are already happening (think algorithms serving specific videos to specific users, or VR content letting users engage with products like they would in-store), this trend is expected to continue to shake up the video marketing scene.
Eventually, we’re likely to see branded content that’s truly tailored to the viewer. Each video might have hundreds of micro changes that differ by user—a big step up from the types of micro changes brands are already testing.
We’ll emphasize the key outcome here: brands will need to relearn what it means to drive engagement in the age of AI video. Optimizing for engagement and interaction will be key, and the metrics that are used to measure those successes might evolve. Keep an eye on this one!
2. Interactive Marketing Will Be Embedded in Videos
Similarly, interactive marketing is expected to become an integral part of the day-to-day experience. We’re already seeing brands use interactive content to boost shoppable video conversions, but you can imagine a future where any video content—whether it was originally designed that way or not—is shoppable.
AI can make that outcome possible, potentially detecting products or references in all kinds of video content. As a result, video content will be more naturally engaging, encouraging viewers to click, explore, and shop as they watch.
3. AI Copycats Will Run “Deepfake” Branded Ads
Of course, AI content isn’t all positive. Deepfakes have been a major concern in the AI world for years, and as AI tools become more widely used, it’s possible that it will get harder for the average viewer to discern whether the content they’re viewing is real or not.
In particular, this expert points out that we could see ad content that looks like it’s from a brand when it’s really not. Brands may have a hard time connecting with customers if this trend accelerates, facing extra skepticism for all content. Viewers will have to focus more carefully on digital literacy and vetting content to prioritize watching authentic videos.
4. A/B Testing of Videos Will Be Quick and Easy
One of the best uses of AI content in the video marketing world is A/B testing at scale. AI will be able to generate multiple versions of video content with tiny differences, and brands will be able to run as many versions as they want to try to optimize for their success metrics.
This is mostly great news, especially for brands that have trouble getting viewers to engage or convert from their content. However, it may also start to distract from video production best practices. Remember that a great video will typically start with a well-written script, high-quality footage, and polished editing. The details you tweak in A/B tests shouldn’t take away from a general commitment to effective content.
5. AI-Generated Content Creators Will Emerge
Heading back in the deepfakes direction, one expert predicted that we’ll start to see AI-generated content creators on the scene. These creators may or may not have any human oversight, and they’ll likely leverage current events and other popular content to decide what to create.
It’ll be up to viewers to decide whether this content is great because it leans into exactly what they want to see or if having a human behind the account is an important part of content creation.
6. Many Videos Will Be Produced Quickly Using One Script
The most obvious outcome of the latest technology is that video content will be—and already can be—produced faster than ever before. Since AI can be used for many of the more tedious parts of the process (script writing, A/B testing, filling out YouTube data, etc.), it’ll be easier for brands and individuals to expand the scope of their video content.
If you’ve been overwhelmed by the workload involved in making a video, tech advancements may eliminate most of your excuses. In other words, the best time to get started is now!
7. AI Will Analyze Viewers’ Emotions and Expressions to Fine-Tune Videos
While AI content can already use engagement patterns to determine which videos are successful, one expert predicts that our devices will also start to register micro-patterns in our facial expressions and other physical engagement cues.
Like the use cases for current engagement metrics, AI-driven video strategies can learn from these patterns to serve content that’s most likely to succeed with each viewer.
8. Adaptive Videos Will Let Viewers Virtually “Try” Products
Next, AR and VR tech already allow brands to create 3D experiences to “try on” their products in real time. We’re likely to see even more of this as the tech becomes more accessible to the average company.
Many consumers will be able to visualize any purchase in real time. Imagine using video content to try on clothing, place new décor items in their desired home location, or even tour hotels before deciding where to stay on your next trip. The possibilities are endless, and brands are expected to adopt this tech for their own benefit.
9. The Volume of Digital Content Will Expand Dramatically
Finally, as a result of all the themes we’ve explored so far, the volume of digital content is expected to expand. AI can make the production process faster and cheaper, giving more brands the nudge they needed to finally try it out (or expand their strategy).
We’re also expecting to see brands that start with AI-driven content and evolve to also prioritize content from professional production teams. Despite AI’s support throughout the process, there’s no substitution for expert-driven content and the highest-quality production standards. As more brands enter the video space, many are likely to understand why it’s worth investing in professional work.
These video experts have clear expectations for the coming years: a boom in AI-driven content, new tools for video optimization, new forms of user engagement, and, of course, challenges as AI content becomes harder to distinguish from the real deal.
Have your own predictions for where tech is taking the video scene? We’ll have to wait and see what happens, but many of these predictions are well on their way to coming true. At Lemonlight, we pride ourselves on being at the forefront of these changes. Our team of seasoned experts is deeply entrenched in the latest technological advancements, ensuring that we leverage cutting-edge tools and strategies to drive unparalleled results for our clients.
If you’re looking to navigate this dynamic terrain with a partner who is as passionate about innovation as you are, be sure to reach out below!