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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.

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.

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.