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Will AI Generated Video Transform How Brands Create Content?
Some say the AI generated video revolution is coming. Others say it’s already here. As of this moment, AI powered systems can produce video from text prompts, still images, or audio inputs. Whether those videos are worthy of replacing creator-made content is another story.

Proponents praise how AI can speed up development and reduce costs. More cautious voices warn of deep fakes and misinformation. The copyright issues that plague other AI technologies will certainly pop up here as well.

Just because AI can transform how we create content doesn’t mean humans should bow out of the process. For evidence, see the how-to video created by Wistia’s Head of Production using AI tools. The results were… mostly okay. Not great. Just okay.

Video for Mobile: How to Make Videos That Are Mobile Friendly
If you want your business to succeed in 2022 and beyond, you need to shape your marketing plans around these two key truths:

1. Shoppers love video
2. Internet users love mobile

What does that mean to you? It means that if you intend to sell your products or services to people on the internet, you had better learn to make video for mobile that works well.

Why video? Why mobile?
Consumers love online video. The average person watches about 19 hours of online video per week. That’s the equivalent of a part time job! People are watching video for more than entertainment. They’re using it to learn new concepts and research products before they buy.

That covers consumers, but what about B2B marketing? Are B2B buyers also watching videos? According to Google, yes. As early as 2015 about 70% of B2B buyers and researchers watched video to learn about a product or service. It’s safe to assume that number has grown in recent years as digital native stake on the majority of B2B buying roles.

Viewers Watch Video For Mobile
Once you know that video is important, the next question is: how are users consuming your videos? Are they sitting in front of their televisions and catching your TV spot between the cliffhanger and conclusion of their favorite show? Are they sitting in front of the computer doing deep research to choose between your service and your competitors?

Probably not. They’re most likely to be watching YouTube or scrolling through social media on a mobile phone. In fact, YouTube reaches more adults during prime time on mobile in an average week than any cable network does. And 75% of adults watch YouTube at home on their mobile devices. Interestingly, YouTube mobile users say they are twice as likely to pay close attention while watching YouTube over watching television.

How To Use Video For Lead Scoring (With Examples)
Are your viewers ready to buy from you? Video metrics might reveal the answer. They don’t just track when, where, and how people are watching your videos. They can also offer insight into whether those viewers are ready to become customers. That’s why you should be using video for lead scoring. If you’re not already taking video into account, you’re missing out on valuable information. Just ask former Wistia Content Marketing Manager Meisha Bochicchio.

“Funneling our video data into our CRM has been a huge tool for our sales team,” Bochicchio said. “This allows them to easily understand where a prospect is in their journey and customize their outreach.” In short, it helps them track the sales journey.

Let’s take a closer look at how to use video for lead scoring and what it can do for your business.

What Is Lead Scoring?
Lead scoring is a method used to evaluate customer intention. Are they ready to buy? It’s based on the individual’s level of engagement with your brand. This is known as purchase intent. Higher intent means they’re more likely to buy.

Obviously, measuring data on a user-by-user basis is a lot easier if you have the right tools for the job. Marketing automation platforms and CRMs like Hubspot, Marketo, or Pardot, give you the reporting you need to get started.

Wistia’s video hosting and marketing software also includes CRM integrations and lead scoring functionality. They felt that using lead scoring themselves would be the best way to encourage their audience to use it.

“We have tons of video assets across our web properties, so it made sense to make the most of these investments by feeding this data to other tools,” Bochicchio said.

Whatever tools you use, you’ll need to start by identifying what you want to know and how you plan to measure it. In short, you need a scoring system.

Social-Media-Inspired Video Marketing Trends in 2022
The rise of TikTok will accelerate the vertical video trend as Akash Iyer, Digital Marketing Manager at Data Feature pointed out. Akash believes that the move to vertical could actually make life easier for marketers. “[vertical video] means you don’t have to optimize your video for every device, since vertical video can be used on desktop and mobile devices.”

While you’re creating vertical video, it might be a good idea to double-down on stories, says Olivia Tan, co-founder of CocoFax. “Ephemeral content increases the engagement rate by being available for viewing for a limited amount of time (24 hours). By publishing stories regularly, you can get your followers to be more aware of your updates, and more likely to watch your new content.”

The Continued Rise of TikTok
We start with TikTok, because this rising social platform may have more of an effect on the video marketing landscape in the next year than any other platform or technology.

“I think TikTok and TikTok-inspired features on other apps are going to reign supreme,” said Pinterest Manager and Strategist Laura Rike. She expects that TikTok-style marketing will spill into other areas of marketing.

This may create a learning curve for marketers, warns Todd Ramlin, Manager at Cable Compare. “Businesses that want to be successful using TikTok will have to be clever in the types of short-form videos they create for the platform. It’s unique and will require effort to craft effective videos.”

How will marketers do it? With user-generated content, says Steve Scott, CTO of Spreadsheet Planet. “Consumer trust and buying decisions are influenced by user-generated content over time,” Steve said. “Rather than fighting the trend, you can work with happy consumers to turn them into brand ambassadors. Customers can create video content for their own social channels, which you can then reshare to increase its exposure.”

He encourages marketers to create referral programs, offer incentives, and simply ask customers to share their stories.

3. Career Development Videos
While training videos help your employees improve skills in a particular area, career development videos help guide their career progression. You can use them to explore different career pathways, expose employees to the work done by other departments, or help explain education and training benefits.

Career development videos can help employees understand what they need to do to succeed within your organization. When employees see there’s room to grow with your company, they’re much more likely to stick around.