Video in Marketing Communications
In the ever-evolving landscape of digital marketing, we’re continually learning, adapting, and innovating. This week, we embarked on a journey of transformation, shifting from our traditional long-form blog to a more dynamic video format. Why? Because we understand that in today’s fast-paced world, information needs to be digestible, engaging, and most importantly, accessible.
Our recent blog post, AI and the Evolution of Learning, was a deep dive into the technicalities of AI. It was a necessary exploration, but we realised that the medium might not have been the most effective way to communicate our findings. As marketing communication specialists and livestream video producers, we saw an opportunity to apply our newly honed AI skills to our video production process.
The objective was clear: to explore the role of AI in learning and to demonstrate our progress since our first AI video attempt in March. We wanted to showcase the evolution of our skills and the potential of AI in enhancing learning experiences. However, the creative process was akin to navigating uncharted waters.
AI and storytelling
We started with a script, a narrative derived from our blog. But as we delved deeper, we realised the need for a more engaging storytelling element. We introduced characters, added depth to the narrative, and experimented with mid-journey prompts to generate images. Midjourney prompts are a powerful tool in AI, allowing us to guide the AI’s responses and generate consistent character images. This was a creative whirlwind, an exploration of possibilities.
However, in the midst of our creative exploration, we lost sight of our communication objectives. The final video, while a testament to our creative journey, fell short of effectively communicating the intended message. It was a stark reminder that creativity and communication must go hand in hand.
CMO’s Navigating the Digital Landscape
Despite the perceived shortcomings, the process was a valuable learning experience. We gained insights into the use of ChatGPT in script development, character creation, and storyboarding. We also recognised the potential of these new skills in solving customer problems, a crucial aspect for any CMO navigating the digital landscape.
Looking ahead, we’re excited about the opportunities that lie in the convergence of AI and video production. We’re gearing up to get our studio back to production level and start conducting interviews. We’re also keen to apply our learnings from this experience to future projects, ensuring that our creative endeavours align with our communication objectives.
As we continue on this journey, we invite you, our readers and fellow marketers, to join us. Let’s explore the possibilities, learn from our experiences, and together, navigate the exciting world of AI in marketing.
We’d love to hear your thoughts on our journey and how AI is transforming your own marketing strategies. Connect with us on LinkedIn or drop us a line on our other social media platforms. Let’s continue the conversation and learn from each other.