The Future of Content

Hi all, and welcome to the latest edition of The Future of Content.

As technology continues to make us change the way we think about – well, just about everything – this newsletter should help you better understand how that’s impacting content.

Stick around to learn more about:

• How 2 companies approached AI video in wildly different ways?
• Why collaboration is the future of video production
• 5 video and professional services marketing articles you should be reading
• Our latest webinar, aptly titled “The Future of Legal Content”

2 Different, Successful Approaches to AI in Video Marketing

Two new adverts caught my attention over the summer, and each can tell us a lot about effective video marketing tactics.

These are primarily B2C videos, but I’ll be going through how their success can translate to B2B marketing.

The Ultimate Team Talk – Under Armour

Under Armour created an AI-driven speech, called “The Ultimate Team Talk” this summer to increase its brand awareness.

Why this worked:

• Experts are involved. Though the script itself was AI-generated, it was made with insights from real athletes, as well as speeches and sports psychology literature. I’m sure a talented editor was involved here as well.
• The human touch. I talk about this in more detail in our webinar, linked at the end of this newsletter. Here, the human touch is provided by Ashley Walters, who brings the entire concept to life.
• Creative awareness. This advert is a clever, creative approach to raising awareness for the Under Armour brand, for both customers and as well as other businesses.

Get Out There – Easy Jet

Easy Jet tackled the AI boom by choosing not to use AI in their latest advert, Get Out There.

Why this works:

• No AI involved. Despite how the video looks, all the art subjects are played by real people. This got people talking, showing that sometimes the best use of AI may be dismissing it entirely.
• Brevity. Get Out There is only 30 seconds long, so it can be used across socials, websites and TV. The best video content can be used across multiple touchpoints, and can be repurposed.
• The power of a concept. This advert works because of its creative concept. In video marketing, success is sometimes determined by simply running with an idea that works.

Collaboration is the Future of Video Production

I’ve been reading a lot of The Drum lately.

They hosted a webinar with Adobe on “The Future of Video Production”, and repurposed this into an article.

Their panel discussed how the ease of collaboration between creatives and clients can lead to video content that delivers better results.

Fellow director Brit Phelan said:

“We live in this world where content is never-ending, and the more we can collaborate, and have clear communication, the better we’re equipped to reach those demands.”

I’m a firm believer in collaboration through the creative process, and always make the effort to talk ideas through with our Tin Pan clients.

Part of this article also involves discussing some of the tech that could make collaboration easier in the future.

If you’d like to learn more about this, read their full article here.

5 Professional Services Video Marketing Snippets?

1. How Contemporary Illustrative Design Has Found Its Way Into Video Marketing

1. Video Marketing for Law Firms: 8 Tactics for Lead Gen Success.
2. A Lawyer’s Guide to Writing Successful Marketing Video Scripts
3. How Law Firm Marketing Teams Can Deliver in a Pivotal Year.
4. Innovative Approaches to Measuring Creative Effectiveness

Recent Filming

Did you miss our webinar on The Future of Legal Content??

Catch up with the replay here.?

And that’s a wrap for this month – see you next time.