For tech companies, the promise of AI for video creation sounds incredible. Produce more content at faster speeds for lower costs.
Sounds great, right?
Except the one thing that matters most in your video content is at complete odds with AI.
Your humanity.
Invest In Video To Build Trust
The rate of growth for tech companies is a function of trust.
- Do prospects trust that your product will solve their problems?
- Do employees trust that they can thrive at your company?
- Do investors trust that you will have a successful exit?
Videos are the best tool to convey trust – especially in B2B – and the data clearly shows what types of videos drive results. According to a recent LinkedIn Creative Labs’ report:
- Videos with real people and authentic stories have 78% more engagement on LinkedIn.
- Videos with credible specialists drive up to 53% more engagement on LinkedIn.
Despite these findings, LinkedIn determined that out of more than 13,000 B2B video ads, only 7% featured any human emotion.
AI Content Erodes Trust
Meanwhile, when people know or suspect that content is AI-generated – or even assisted by AI – the reactions tend to be negative.
This is true in advertising, PR, news (and sports reporting), art, entertainment, and politics. Even an NBA team tried to use AI in a video to promote a recent player signing, and the backlash from fans was swift. Same with the reactions to this ad featuring sports personality Stephen A. Smith.
Deepfakes, loose guardrails around copyrighted material, the uncanny valley effect, and the growth in so-called AI slop only contribute to people’s skepticism toward AI-generated content.
Could the stigma be tied to people’s paranoia around AI? Perhaps. But regardless of the source of wariness, brands should pay attention and exercise caution, or risk blowback.
As the adage goes, trust is gained in drops and lost in buckets.
People Trust Authenticity
If it’s not clear by now, we encourage tech companies to lead with real people in their video content.
- Feature executives in videos to explain your mission. That is, why does your company exist beyond making money?
- Spotlight your customers in videos to validate your product and its value props.
- Show your employees in videos so they can speak to your company culture and values.
Your audience is more likely to respond viscerally to seeing these types of videos. Also, each of these assets can drive growth, whether it’s increased leads, more sales, faster hiring, or better retention.
(Aside: This is why we created the 30-Day Video Launchpad for tech companies)
Where To Benefit From AI In Video Creation
In full disclosure, we work with AI quite frequently, but only in specific use cases.
AI is helpful in streamlining our video production workflows, script revisions, transcriptions, creative research, special effects, and (occasionally) motion graphics. In other words, we benefit from AI as a useful tool.
But when our job is to reveal the meaning and purpose behind a brand and grow affinity for its product(s) through video content, there’s no substitute for featuring humans.
This is the best way to build trust.
Do you need help with your video strategy? Want to discuss your next video project? Book a video discovery call here.
