Social media has become a marketing necessity – a wide-reaching platform for quickly cultivating pervasive brand awareness.
But it’s not always easy to do right – even in our savvy social media age.
One reason is oversaturation. For example, it’s difficult to create video content that stands out against a teeming digital environment in which 95 million photos and videos are posted to Instagram, 1 billion stories shared on Facebook, and 34 million videos posted to TikTok every day. And content volumes in the next five years will likely dwarf these already staggering figures.
In addition, consistent content distribution – a key to high engagement rates and a robust online presence amidst rapidly shifting trends and audiences – is growing increasingly difficult for content professionals. Afterall, the resources, creativity, and time needed to produce captivating content on a regular basis is often be impeded by other important tasks and priorities. In fact, around 44% of marketers say producing engaging content is one of their top challenges.
The saturated market, coupled with the necessity for ongoing content streams, places significant pressure on content professionals. That’s why social media has quickly become indispensable for businesses and brands, given its capacity to swiftly attract and retain attention in today's fast-paced digital landscape. The strain is becoming evident. A recent report reveals that 75% of content creators grapple with anxiety due to the relentless demand for content production, and 79% are experiencing creator burnout.
As the social media ecosystem continues to expand, brands and businesses will need to tap into solutions that facilitate consistent video content creation and diminish creative burnout to maximize social media visibility.
A Very Reel Rise
With just shy of 60% of the world population already on social media, the major platforms offer brands, businesses, and individual content creators alike a dynamic and reliable hub for disseminating video content to as many users as possible.
Content professionals, however, face several hurdles when navigating the landscape’s persistent fluctuations, including ever-evolving algorithms, limited agency over content once shared, and the short-lived relevance of content in general. So, while social media platforms offer unparalleled opportunities for audience engagement and brand visibility, they at the same time demand a high degree of adaptability and strategic foresight to maneuver their often-unpredictable terrain.
One key strategic solution: social media offers an ideal platform for short-form video content, which has become increasingly effective for engaging audiences. In an era where online information is growing and attentions spans are ebbing, short-form content scratches the itch for quick, digestible material without necessarily sacrificing quality.
Many savvy marketers accomplish this by repurposing longer pieces of media into bite-sized video content, which should ideally be no longer than two minutes. However, this can be a labor-intensive and draining task commonly relegated to video production services. And depending on the particular service, average costs per minute of video production can be prohibitively expensive, with rates ranging from $1,000 to as high as $10,000. The longer the video is, the higher the cost will be.
AI – A Lifeline
This is where Artificial Intelligence can help upgrade the often taxing process of churning out concise, meaningful short-form video content for social media.
For one, AI tools can be used to analyze user interactions and preferences to create highly tailored content. By understanding what specific segments of the audience like, share, or spend their time on, AI can assist in crafting personalized messages and content that genuinely resonate with the viewers they reach, raising engagement rates and fostering brand loyalty.
Similarly, AI’s capacity to process and analyze vast amounts of data quickly allows it to spot emerging trends in real-time. This lets businesses stay ahead of the curve and create content that accurately taps into the latest user interests and popular discourse.
The more personalized the content is, the more likely it is to be shared, reshared, and seen by more and more people.
Another advantage is that AI tools can expedite the entire content production process. Aside from their capacity to automate finer editing details like trimming, color correction, subtitle generation, and audio integration, among others, AI tools can also be leveraged to generate content ideas, suggest edits, and even write initial script drafts based on specifically inputted parameters. With hours of time saved, content professionals can focus on the more creative aspects of content creation and adhere to more consistent posting schedules – all without sacrificing quality for efficiency.
Beyond content creation, AI is useful for tracking and analyzing content reception across social channels. With the ability to automatically assess which posts drive the most engagements, conversions, or website traffic, AI can provide content professionals with actionable insights, helping brands and businesses refine content strategies for higher ROI.
Lights, Camera, AI!
The ability of videos to captivate audiences, convey messages effectively, and foster meaningful connections makes them indispensable in the social media arena. But it is easier said than done – maintaining consistent, demanding upload schedules to keep pace with emerging trends is getting more and more difficult to sustain.
As the digital landscape continues to shift, the supportive role AI plays for businesses and brands will continue to grow, as it will help content creators strike a balance between creativity, length, quality, and upload frequency.
Tapping into AI-powered solutions that optimize content distribution, automate editing, and facilitate trend and performance analysis accomplishes three things: One, it alleviates the otherwise tedious workload of short-form video content creation; two, it enhances and maintains creative output amid fast-paced social media culture; and three, it empowers creators to better traverse and engage with the oversaturated social media market.
This integration of AI into social media strategy represents a pivotal step forward for content professionals seeking to enhance their creative output and engage more effectively with their audiences, whilst maintaining relevance in the ever-fluctuating world of social media.
Short-form videos can bring about long-term benefits for businesses, brands, content professionals, and everyone in between. AI is therefore more than just an expedient video editing tool – it is an essential on-set assistant throughout the entire content creation process.
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