Have you ever looked at a competitor's polished video content and thought, 'We could never afford to produce something like that?' Here's the thing - that assumption is probably wrong. The rules of video marketing have completely changed. While big brands used to dominate with expensive production crews and six-figure budgets, artificial intelligence has leveled the playing field. But there's a problem: most business leaders don't realize just how accessible professional video creation has become, or they're overwhelmed by the technology. That's why I'm excited to have Eric Liu joining us today.
Eric is a video marketing innovator at Wondershare Technology, where he's helping shape the future of AI-powered content creation. He's been instrumental in developing Filmora 14, a next-generation AI video editing tool that's transforming how businesses approach video marketing. His work has helped countless organizations move from basic video content to professional-grade productions without breaking the bank or requiring a degree in video editing.
The AI Hat Podcast host Mike Allton asked Eric Liu about:
✨ AI Democratizes Video - Professional video creation is no longer limited to big budgets and technical expertise.
✨ Start Small, Scale Smart - Begin with basic AI features and gradually expand your video marketing capabilities.
✨ Focus on Story First - While AI handles technical aspects, successful video marketing still requires clear messaging and strategy.
Learn more about Eric Liu
- Connect with Eric Liu on LinkedIn
Resources & Brands mentioned in this episode
- Wondershare Filmora
- Duolingo
- Ethan Mollick
- AI Primer: A Comprehensive Guide
- Explore past episodes of the The AI Hat Podcast podcast
Full Transcript
(lightly edited)
The New Rules of Video Marketing: Creating Professional Content with AI with Eric Liu
[00:00:00] Eric Liu: I think, well, first of all, AI for me as a marketer, it makes everything I do so efficient. It's like having a buddy, a copywriter, a dedicated content marketer, and, and all that, right? Like my workflow is just 10 times more efficient. When, when I get asked the question that what does it mean for video editing, I really think that one thing that sticks out to me the most is it really lowers the entry of barrier for people that have never thought they could get into content creation or video editing.
And I think even though as industry as a whole, we are not quite there yet, but I think very soon, uh, video editing could be just for anyone. And what I mean by that is how AI just makes everything so much more efficient. But at the same time, it, it, it really takes out the learn, the long and lengthy learning curve for people to get into video editing.
[00:00:57] Mike Allton: Mike's got The Hat, the AI kind. Unlocking power in business, you'll find. Cut through the hype, explore the tech. Every week, new ideas to check.
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Greetings program. Welcome back to the AI Hat Podcast, where I selfishly use this time to pick the brains of experts at harnessing the power of AI across all areas of business. From streamlining operations and boosting productivity to gaining the competitive edge and driving explosive growth. And you get to learn, too, subscribe to be shown how to prepare yourself and your brand for this AI revolution and come out ahead. Listen.
Have you ever looked at a competitor's polished video content and thought, we could never afford to produce something like that? Here's the thing. That assumption is probably wrong. The rules of video marketing have completely changed. While big brands used to dominate with expensive production crews and six figure budgets, artificial intelligence has leveled the playing field.
But there's a problem. Most business leaders don't realize just how accessible professional video creation has become. When Or they're overwhelmed by the technology. And that's why I'm excited to have Eric Liu joining us today. Eric is a video marketing innovator at Wondershare Technology, where he's helped shape the future of AI powered content creation.
He's been instrumental in developing Filmora14, a next generation AI video editing tool that's transforming how businesses approach video marketing. And his work has helped countless organizations move from basic video content to professional grade productions without breaking the bank or requiring a degree in video editing.
Hey, Eric, welcome to the show.
[00:03:30] Eric Liu: Thank you so much for that introduction, Mike. It's really my pleasure to be here. I've watched so many of your past podcasts and past shows, and I think there have been lots of good insights. That I got from these videos. So, being here, I hope I can bring something to the table as well.
[00:03:47] Mike Allton: Well, I appreciate that. I know you will, you're going to bring a lot of information and insights in this, but before we dive into AI tools, what do you think is driving this kind of urgent need for businesses to create AI more video content.
[00:04:02] Eric Liu: Yeah, for sure. I think I guess at the time of this recording, which is in January 2025, we can all agree that video content is definitely the most popular form of content that people love to consume nowadays.
And if we talk about some stats wise I think I've come across studies and articles that claim. Over 80 percent by now of Internet traffic are video related. And if we look at just from a subjective point of view I guess video content, it just. Something that's so much more palatable, like compared to static images information retention tends to be better.
And if we think about a more a more recent event, just about two weeks ago TikTok was actually banned for half a day until, President Trump brought it back with his executive order and, this really goes to show just how much video content and, video platforms are so deeply rooted in in the lives of the people, not just the Americans, but people around the world.
And we see that, when TikTok was about to get banned there was such great measures, taken to prevent it from going offline, like people across the states protesting. And until, the president himself had to get involved. So we see all of these things these measures being taken.
And yeah, not just, I guess that also brings to another point, which is it's not just video content that's particularly popular. It's also short form content. That's very much on the rise or is, the one of the most popular type of content that people like to watch and consume. I guess people just love the snappier, the humor that's, that tends to come with these videos. All in all I think businesses nowadays really have to and marketers really have to adapt to this changing behavior in terms of content consumption. If they want to market at their brand and their products,
[00:06:03] Mike Allton: That's absolutely right.
When it comes specifically to social platforms, consumers aren't opening Tiktok to watch a five minute video on how to change a tire or do something else. They're opening Tiktok to be entertained. They're opening Instagram Reels to be entertained. And so, It's, it's clear that the short punchy to your point entertaining videos are what's going to perform best.
Certainly there's a place for long form video content, but that's. Really not on TikTok or Reels. That tends to be YouTube where people are searching for how to do certain things. And one thing I also think that is really clear is that we, as humans, we relate better to video than any other kind of communication platform, because with video, you get to see the individual.
Yes. There's an argument to be made for headless video and that faceless video and that sort of thing. But when you can watch a video with Eric showing you how to use a particular video editing tool. Not only you learning step by step what to do, you get to see Eric's face, you get to hear his tone of voice and see his facial expressions and body movements.
And that empowers us to trust that video producer quite a bit more. So I think all those factors are combining to create just a huge. Necessity, not just demand, but the necessity for businesses to actually start doing more and more with video. But what do you think some of the misconceptions that businesses and marketers in particular have about creating like highly effective video or high quality videos?
I think a lot of the folks. Even listening to us right now might be thinking, I just I don't have what it takes or I don't, I don't have the Adidas budget or something like that to create video. What do you think is going on
[00:07:47] Eric Liu: there?
Yeah, no, I think you're absolutely right. Mike to your point that I think having a video form of content, especially having someone's presence in it.
That human touch is just hard to find anything else. But in terms of, misconceptions, there are a lot that come to mind. But one that came to my mind immediately and also you mentioned it is When marketers or businesses they put out video content, they, they might think that a single type of video can serve all purposes or it can work for all platforms, say specifically social media platforms.
Like I just film one type of video and I put it on IG, Tik TOK and even YouTube. And well, it might, kind of work, but if you want to optimize it to, to its best potential, it's still very important to remember that these platforms are still a little bit different in nature in the sense that, for example, IG is more lifestyle fashion driven whereas TikTok is more humor, dance.
So there's still that, difference even though they're they both natively support vertical nine by 16 videos. And of course, in comparison to YouTube, right, like you mentioned a five minute tutorial on how to change your tire, does really well on YouTube, but it would just not fly on IG and TikTok.
So we still gotta remember that these platforms by nature the, the audiences on there, the type of content they expect, and even the, the The algorithm that's built into these platforms, they serve different types of content. And yeah, like another example, that I can think of is if you were to boost ads you can't just take a five minute video and.
Simply show the first five seconds of it because people, if you don't carefully craft that first five seconds, people will click away because they'll recognize that as an ad. And if you don't deliver the necessary information to hook them or to keep them watching that ad literally will not be effective.
So that's one thing that I can think of. Another thing that's very, very common and you've obviously mentioned as well, is that high production value is always necessary to basically do video marketing. And I think that's not necessarily true. Well, it is true that having a professional team, having a, a well put set lighting equipment and all of that, the video quality obviously as a result of that will be exceptional.
But at the same time, it doesn't mean that that's the only type of. Video that's going to be effective in driving your video, video marketing objectives. I want to use the example which is a Duolingo. I'm sure you've heard, a platform that's gone viral. A learning platform that's gone viral which, normally you wouldn't think you, you wouldn't associate that right.
Virality with a language learning platform, but, Duolingo with it's mascot, the, the owl and, a very, um, a very creative yet genuine viral social media marketing strategy from, I think, a 23 year old fresh grad that entered the company just several years ago, she was able to bring her I guess the company's social media account following from almost zero to over 10 million per, per, per platform.
And, I work at Wondershare Wondershare Filmora and I know that the tears and the sweat that, that that went into our own accounts we went from zero to 150K followers. So, looking at her achievement, it's, it's really astonishing and, and what she's able to achieve with with Duolingo social media channel.
And it, she, she was able to do it with a lot of the videos you could tell that's basically got no budget on. And I think obviously I'm not here trying to do a expert analysis on why their social media marketing was so successful, but I think just remembering that if you have a clear And a very genuine brand personality.
And so the content you put out resonates with your target audience. And the humor you use all that. I think those are the factors that really determine whether the video or the overall marketing strategy can be effective or not. And again I want to just reiterate that it, yeah, you don't necessarily need high production, expensive high budgets to make video marketing work.
[00:12:19] Mike Allton: Last summer I was interviewing a product manager from TikTok and they were echoing everything that you were just saying. And the cool thing is they were coming. From it from a perspective of, of data where they were seeing the trending videos on their platform. And it wasn't the highly polished, highly produced, production value type videos.
It was videos that looked like UGC user generated content. It looked like somebody picked up their phone and filmed it. And maybe they did like in the case of Duolingo, but, and often it was. Still a produced video by a brand. They had a script. They had good lighting, they understood what they wanted to accomplish, and yet they still looked to have that UGC approach.
The one example that I had seen was a, literally a guy in his garage who was showing how to use a product. I don't remember what now, what the product was exactly, but. After I dug into it a little bit more, I realized it's the brand, the brand created this, it looked like it was an influencer who just walked into his garage and decided to film this with his iPhone.
It wasn't, but they were catering to that audience that can tell the difference between somebody who did it themselves versus the brand who's doing highly polished. They're paying for actors and a production crew and that sort of thing. So that was just to underscore that, everything you just said is.
100 percent right. Businesses should not be thinking they can't create video for social media because they don't have budget because that's just not the case. And even more so today, I think, thanks to AI. So I'd love for you to share how you think AI really has fundamentally changed this, this industry, what's possible for video creation for businesses and marketers.
[00:14:09] Eric Liu: Yeah, absolutely. I think, well, first of all, AI for me as a marketer it makes everything I do so efficient it's like having a buddy a copywriter, a dedicated content marketer and, and all that, right? Like my workflow is just 10 times more efficient, but. When, when I get asked the question that what does it mean for video editing?
I really think that one thing that sticks out to me the most is it really lowers the entry of barrier for people that have never thought they could get into content creation or video editing. And I think even though I guess as the industry in the as the industry as a whole we are not quite there yet, but I think very soon, Video editing could be just for anyone.
And what I mean by that is like we talked about earlier, how AI just makes everything so much more efficient, but at the same time It, it, it really takes out the long and lengthy learning curve for people to get into video editing. So, a personal example is I remember several years ago before I even started working with Wondershare Filmora I was really spending a lot of time on YouTube watching my favorite YouTubers and because of that, it got me thinking, man, maybe, one day I could start a channel and, and, and, put out content that that maybe will have people laugh. And so I tried, I played around with some desktop based video editing softwares, but it just. After after several tries, I have, after several hours, I just felt, man, there's is so much to learn from filming from production, post production, everything, if you really want to put something out, that's, that's of quality, that's something that, that, people, you think people would like.
If I didn't do this. As a full time job. I really didn't think I could make it. So, I think so fast forward a couple a few years to today. I really see that with all the AI integrated video editors and tools really, anyone, as long as you have an idea, you have the drive to do it you could, you could do it and for example, a couple of features that comes to mind is like, I remember after I produced the video I looked at it as a whole, the coloring just looked really off.
And I thought to myself, okay, I, I, I need to make this more pleasing to the eye. So I looked up videos on YouTube on how to do it, how to, how to color. And then I go to the coloring tool and there's just so many different options that, that I have to play around with the saturation, the hues, I can play around with a couple of things.
Oh, it looks good. And then the next second I changed something else. It looks good too. And then, without the experience or the expertise, I really didn't know what I was doing or where to even stop at. So, for example in Filmora, there's a feature called the AI Color Palette where it could literally take a video or from an image, the coloring say just from like your favorite movie, or you could put like an image that you really like the the colors of, and it could literally replicate that in your own video and apply the same coloring effect and all that stuff can be done. It's just within a couple of clicks.
So, to me, as a, someone that's inexperienced that's, that's like a lifesaver and I'm sure it will be for many beginners like myself. So, yeah. So when I get asked the question, what does AI mean for video editing or content creation, I think it means that anyone could do it.
[00:17:44] Mike Allton: I can relate so well to that. We were talking before we started, about how I use a different software for my audio podcast editing and that sort of thing. And on the same lines, I'm not an audio engineer. I haven't studied it. I haven't gone to school for it. I don't know what I'm doing when it comes to processing audio.
And then the tool that I use, there's a button. I just click that button and it applies studio sound to the entire recording. I don't have to do anything. And I can see the exact same thing happening with your kind of a tool where. I don't have to understand what the difference is between hue and saturation, other than just, playing with the knobs and seeing with my own eyes, what happens and not really understanding it, there's tools that can help me with that.
I'm wondering if you could walk us through an example where these kinds of AI tools are really applied to the video creation process and how it makes that more effective for businesses and marketers.
[00:18:38] Eric Liu: Yeah, for sure. You know what, I'm, I'm thinking, as a marketer and me, you being here on the show, perhaps I could take this video and post it on our own social media channels just so that our viewers could chime in and take a look at, what's their thoughts on, on video creation and video for marketers, right?
So what I could do is in that case, I'm going to record our little conversation and our podcast today. And, of course I can take the video as is trim it cut it a bit and post it on YouTube. But of course I also want to reach my followers on TikTok or Instagram where the short form content lives.
So obviously I have to trim down and extract the highlights. So, Obviously my, my go to tool is Filmora. So I would open up Filmora. There's is a newly released feature called the Smart Short Clips. So what it does is I can just put in lengthy footage like. Our little conversation today, and it will actually extract highlights for me.
It would give me several iterations of what it, what it thinks is the highlight based on the audio interpretation as well as the visual movements. And then I can just pick out the one that I think works the best. Of course, they still allows for further customization if I need. So I start off with that.
Then now I have some short clips and hopefully the highlights from our conversation today. And then who knows? Maybe I want to change the, the, the background. So I use AI portrait cutout. I cut myself out and then I replace the background behind me to something cool.
Maybe whenever I, I talk about something, say I don't know, I wanna be on vacation, then I can. Put a moving scene of a beach behind me. And maybe I, after during my post production, I found, I don't like the, having the plush on the couch, then I can use a feature called AI object remover, I can simply brush over it and it will be removed for the remainder, remainder of the video.
What else? I, I'm somewhat of a perfectionist, so, I like to have excellent sound quality as well as video quality just like you Mike. So, I use a similar feature called AI audio enhancer. It just removes all the noise, all the hums that might, might be in the studio that I'm in.
And I could use that color palette feature that I mentioned earlier. To make the color of my video pop. And lastly I think having captions really helps with short form content just so that people know what I'm talking about, even if their audio is not on, so that I just use the speech to text feature and it will generate and transcribe literally everything that I'm saying and last but not least I have to post it on multiple different platforms.
Right. So, I have to first convert this horizontal 16 by nine video into nine by 16, so I can use the auto reframe feature in Filmora where it literally, In a horizontal format, it just extracts the vertical, the nine by 16 portion, and it will actually follow the subject. If let's say I'm moving it will interpret and follow the subject throughout the video so that it basically reformats it for me.
And then I can actually use the this new feature. I actually forgot the name. Um, please don't fire me for this and but Filmora allows you to post it on different platforms and schedule it at the same time. So I think that's, yeah, that's a pretty, pretty cool video. Hopefully you can check it out when I, when I post it on the Filmora channel.
[00:22:16] Mike Allton: Yeah, that's, I love it. That's fantastic. Because I, again, I'm just relating this to personally, my process now is just so manual, the tool that I'm using for podcast editing, it does have that kind of a AI supposedly driven clip recognizer. And I've tried it a few times. I don't like it. It is not good at picking good clips.
So I'm doing that manually and I'm then exporting out. Those clips, those little smaller videos, and I'm importing them into my image and video editor and just creating the videos myself. So I'm putting a lot of extra work into that, which it sounds like if I was using Wondershare Filmora, I would not need to be doing, which sounds terrific.
I love that. And you shared a bunch of features that people can think about. If they're comparing to either the tool they're already using or maybe a different tool that they're considering anything else come in mind that you would think would be essential if somebody is considering a new video editor to bring into their tech stack.
[00:23:17] Eric Liu: Yeah, I think, yeah, like you said, I've, I've definitely covered lots of features and if you think about all these features and how they come together as a whole, right, it really goes back to what I was saying in, I think these features were, were designed and added to, to Filmora to make that To to further lower that entry of barrier for those are just starting out, or those that have little to next to to next to no experience.
Yeah. Aside from these features I think it really depends on what you're looking for. I know people who use f. that are also more experienced, right? They, they, they could be professional video editors. So obviously they don't necessarily need those features that that's for people that, that don't know how to do coloring, where they could do it themselves, but they sometimes still use for more basically to save time is that efficiency bonus and aside from that, I think a great tool or a tool would be something that's to do with assets, something that's to do with building transitions filters templates and what's really great is Filmora actually has this new a tool that even if you don't like it from our The massive existing library of assets you can't find whatever you're looking for.
There's a AI sticker feature and AI yeah, AI sticker feature where you could even prompt it to generate something that's exactly what you're looking for. So. At the end of the day, I think it really depends on what you're looking for. If you're a beginner the features I mentioned would be great.
Otherwise if you're a pro having that massive library of assets available will save you just so much time.
[00:25:07] Mike Allton: That's huge, Eric. I just want to underscore for everybody listening how important what Eric just talked to you about was, because if you're not familiar with with video creation, if you haven't studied why the short form videos that go viral go viral, one of the reasons is because Because of the editing and it's not just that it's got 30 to 60 seconds of somebody talking.
It's because in that 30 to 60 seconds, they inter splice frames of other things going on to keep your attention. So if I'm doing a short form video of myself, yes, it's maybe me talking for 60 seconds or like when I share clips from this episode, it's going to be you talking Eric for 60 seconds. But if I wanted to do a great job, I would add Some B roll, some other video interspersed, so if you're talking about somebody sitting in front of their computer doing the editing, right, I might actually intersperse somebody doing just that, which is nice from a visual perspective.
Oh, okay. It's, it's somebody sitting in front of their computer doing something, but that taps into human psychology and learning behavior, which is that if the scene changes, if the sound changes, something like that, Comes and grabs our attention again, where we all know, again, like we said at the outset, if I'm scrolling TikTok, it's not to learn it's to be entertained.
And if you aren't entertaining me within 3 seconds, 10 seconds, maybe 1. 5 seconds, depending on what stat you're looking at, I might be starting to tune you out. I may be thinking about going to the next video and so on. So when we build in those changes. That are unexpected. All of a sudden, it's not Eric talking anymore.
You still hear him, but you see something else. Your brain is tricked into paying more attention. I love that tip. Thanks for sharing that folks. We're talking with Eric Liu about all the opportunities marketers and businesses have today when it comes to AI assisted video creation. And I've got several more questions that you aren't going to want to miss, but first a quick word from our sponsor.
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And now, back to the rest of today's episode.
So Eric, one of the common questions. Even concerns that I think that comes up today with businesses and marketers who are thinking about how they could leverage AI, they're participating in these kinds of conversations, and they're hearing about all the ways that AI can just do stuff for them.
It can automate tasks. It can bring a level of non humanness and inauthenticity to our content. And they're afraid of that. How do you see that playing out when it comes to video creation, bringing that balance between the AI and the human in the loop?
[00:28:41] Eric Liu: Yeah, I think this is definitely a very important thing to talk about.
And as Yeah, a trending topic for for many, especially in in this industry. I think from the perspective of again as a marketer when I use AI for perhaps my content marketing. If I just. Simply type in and prompt AI for what I want and I just use it as is basically let AI even replace the ideation and the strategy aspects of my work, then it will definitely come off as lacking that authenticity and even the human touch.
So I think same thing goes for using AI in video editing. It is. At this point, still mostly to make our editing process more efficient, specifically on the repetitive tasks or the tasks that usually takes a lot of manual work takes up a lot of time, but it's you're now able to let AI do, do, do all that.
But at the core of it, the strategy the ideas the scripting the planning, I think all that still should be predominantly done by yourself. You could still use AI to help you to fine tune the ideas but at the same time. There definitely needs to be more of you in, in, in this aspect.
[00:30:03] Mike Allton: Fantastic. So we've got businesses. They're on board with this idea. They're shooting video. And by the way, I would highly recommend that you shoot interview style video like this, whether you're interviewing guests outside or you're doing internal interviews and having somebody in the company interview you or or vice versa because it's such a powerful way to create long form video content that we can then splice up.
And I'd love if you could talk a little bit more to this idea of splicing, repurposing content, how AI tools are making this even more effective today
[00:30:36] Eric Liu: For sure. Actually, yeah, like we do Even though I haven't really been a guest for many of these podcasts or shows like this, but I've worked in behind the scenes for many episodes, seminars similar podcasts for, for, for our company, for various purposes and topics.
When it comes to repurposing content which we do very often because we would usually produce a long form video again, shot in the horizontal format. Then cater it to different social media channels, especially vertical content, as well as just extracting clips that would be effective for to be used as at so, again, going back to some of the features that I have mentioned earlier the Smart Short Clips where it could even extract up to 10 hours of lengthy footage.
Let's say if you're a streamer streaming on Twitch and you want to extract the highlights from every your everyday stream and post the highlights that people love on, on, on Tik TOK, then you could definitely use that feature just to get started and to save you the hassle of manually going through, imagine 10 hours of footage.
And Another thing is if you're someone that's creating content for perhaps audiences around the globe, which means they would speak different languages using the A. I. Translation tool in Filmora even that even has a lip sync lip sync support. You could actually generate content. That's, let's say, natively spoken English into all over 20 different languages around the world.
So that, that really speeds up the editing process and the post production work. It's as if you create one video and then you have 20 different ones for 20 different markets. Yeah, so, and some of the other things I've mentioned earlier, like the, I think the auto reframing is really effective because again, going from long form to short form you really need to extract the highlights and the center.
of that horizontal footage. And if you do it manually, you have to use your mouse to keep following throughout the clip, but the auto reframing will detect the core subject and does the following and the interpretation for you. Yeah, so these are some of the tools that I personally use a lot.
If I need to make a quick video on the go, to follow a trend I can do all I can finish this video all by myself. Especially thanks to these tools.
[00:33:06] Mike Allton: I'm glad you mentioned the use case of gamers streamer who's creating lengthy content. I know from experience, if you've got a video that's more than an hour or too long, just the sheer thought of trying to put that into an editor and sitting through it again and trying to pick out the clips, you're just not going to do it.
So a tool like yours now becomes a difference of nothing's going to happen versus now all of a sudden we're going to have one, two, or a dozen fantastic clips as a result of the content. But I have to say the translation feature that you just shared that. Huge that's something I'm struggling with right now at Agorapulse.
And as soon as we're done, no joke, I'm going to have to sign up for a few more and use it at Agorapulse because not only do I have four podcasts at Agorapulse that are strictly English, I don't speak any of the languages. Fluently. Don't even ask me to speak Cantonese because it's not going to be pretty.
And. All of that content is English, even though we have French and German teams and markets who would love to use that language. And even more important than that, I interview customers. I'm the Chief Storyteller at Agorapulse. I interview our customers all the time to create success stories. And those are 100 percent in English.
And we've tried some other tools, some other pretty well known AI tools that are just general AI, not necessarily video editing. And. tried their translation and lip sync functionality. And frankly, our French and German teams have just laughed at it because the translations are not good. So I love that you brought that up.
I can't wait to test that and show them, Hey, here's the, here's the tool that's going to give us some really fantastic translations. So thank you for sharing that. Everything we're talking about. Does come with a cost, not just the cost of the tool, but there is some time involved in doing all this kind of stuff, which means businesses thinking about this and listening to us right now, they should be thinking about ROI.
They should be thinking about, okay, if I'm going to invest, in a new tool, I'm going to invest some additional time. What could they expect to get out of that? What should their expectations be in terms of ROI?
[00:35:16] Eric Liu: Yeah, absolutely. I think That's a question I always have to answer whenever I propose video marketing ideas or campaigns that's built around video production.
So, I think as a marketer is very important to first clearly define what you're trying to achieve or what your KPIs and your key objectives are for example If I were to make a series of video that's meant to bring up the engagement on Instagram, then perhaps the, the content that I'm making needs to be geared towards encouraging people to leave comments or to share the video content I'm putting out there.
And as a result, then my, my key metrics should be looking at those numbers, right? The shares, the comments I wouldn't have to focus too much on whether this video is driving website traffic to my, to my website or a landing page. But of course, if. The objective is to say to be more performance based.
Let's say I want to drive downloads for for Filmora, then the content I should be putting out obviously would be either maybe more urgent time sensitive. Maybe there's some sort of sale going on or there's a very value driven feature encouraging folks to check out the landing page to to download the product and to try it out immediately.
Then of course, I would be looking at the click through rate for let's say a click through the click through rate of of a link. Yeah, so I think it really depends on what the objectives are and, and also clearly define what you're trying to achieve with your marketing video marketing efforts. And lastly, I think another thing is, of course, the cost of it. Sometimes video content. Let's say if it's a big, big production, then it's very clearly defined, exactly how much money you've spent then you can look at, Oh, this video, if I use it as ads, how many views, how many click throughs I get, but sometimes it's not as clearly set as that because sometimes the content you put out has no budget.
It's purely just takes up your team's time and effort. So then you can also measure it in terms of just I guess the, the human labor aspect but however, however you kind of measure and to look at it I think again, it goes back to setting the objectives clearly and looking at those key objectives and those metrics to measure the ROI and the success.
[00:37:45] Mike Allton: That is absolutely a smart approach. You can't just have this across the board perspective for anything. You need to think about each individual use case and plan accordingly. We're almost out of time, Eric, but I've got one more question for you. I'd love if you could share first, if there are any specific trends in developments that you see coming with AI video and second, cause it's just you and I, nobody's really listening here.
If you could share what's coming, if you with, with Filmora, are there any cool features coming that are on the roadmap that you'd be willing to share with us?
[00:38:17] Eric Liu: For sure, Mike. You know what? I think I definitely do have some good news that I'll just share with you privately. But I think, first of all I'm very excited for the AI industry and AI in video editing as a whole, because if we look back just about a year or two ago, when AI generated when AI generative content kind of just became a thing, right?
I think when it first came out the video, videos were just absurd, absurd. Like if you say if you prompt like a agent service to give me a video of someone eating a hot dog, like the hot dog might, might not even make it into the mouth of that person, is that I guess, terrible in terms of quality, people could tell right away that it's fake or AI, but fast forward to today, I think there are so many videos and examples on social media where videos are posted and people are questioning themselves, and the platforms often have to step in.
I believe TikTok has this feature where it will warn you if it detects that this content is being posted. could be generated for the use for the viewers discretion. So, I think it's really crazy and exciting how far generative content has come. And I believe in the next year, I think that's just gonna get even more even more, real maybe more hyper realism and maybe more and more use in like, films and movies, because we know that a lot of the movie makers are already integrating AI into what they do.
So, I think it's only going to play a bigger and bigger part in their production, um, cycle. And so, here in Filmora, we, we see this trend and we know that AI generative features are only going to get better and better. So we've been working with a lot of the industry leaders.
To integrate their services and these AI Gen capabilities into our platform. So currently we already have, AI image to video, video to video and similar features like that. But I, I can only imagine that it's only going to get better and more real. And another thing is which is like the sneak peek I like to give is like I mentioned from the very beginning, right?
Filmora. When it was created almost a decade ago, it was meant for people. We had a slogan, which is Filmora is here to empower your inner creator. We wanted to bring the creator aspect out of everyone, whether you have experience or no experience in video editing. So I think we're just getting even another step closer, which is Having making the video editing process and completely removes the entry of barrier for for users.
So right now we already have our first iteration towards this goal, which is called the AI Copilot. So that's a future that's been implemented about a year or two ago, where you can literally talk to it as if it's you know your personal video editor helper, and it will tell you what Let's say if you want to ask the the copilot to make your video a little bit brighter, you can just prompt it and we'll do it for you.
And if it's something that I cannot, do it independently by itself, it will, you can ask a video related, a video editor related question and it will give you the answers to it. But next year and in the very near future, I think Filmora, we're trying to. Basically take another big step towards that direction where this co pilot would become even more intelligent, even more capable.
So, if you don't know how to do certain things, don't know how to color, don't know how to add transitions, don't know how to mask, even more. Even some, even more complex editing skills. It can either do it for you or tell you how to do it. So, you don't need to look up, necessarily look up tutorials online.
You don't need to ask people, you don't need to call up your next door neighbor, who may be more of an expert. You could do it right within Filmora. So that's something that I'm very excited about. And I can't wait to see it happen.
[00:42:28] Mike Allton: Well, I couldn't agree more about where AI video has been and where it's headed.
Ethan Mollick, a lot of you guys know is a fantastic thought leader in the AI space professor at the Wharton School. He'd been doing this kind of a thought experiment, really, where he was consistently asking AI video editors to create a scene with an Otter in a unicorn inflatable in a pool or something like that.
And it was the same scene, the same prompt. And it kept getting better and better and better to the point. Now with some of the current AI tools, the video that it can create is so realistic, he's decided he's going to come up with a new bar to test against. Cause he can have it, on an airplane, opening up a laptop, using the wifi, different things.
And it's like, obviously an otter can't do that, but if it could, It would look like that. So that's awesome. And I love the sneak peek into what Filmora has got coming. We'll have to have you back in a couple of months to talk about that. Maybe do a full demo of the tool. Cause I know folks are going to want to know more.
So on that note, if they don't want to wait to come back, where can they go to learn more about for more, learn more about you, if they've got questions and then they want to keep up with what you're doing.
[00:43:38] Eric Liu: Yeah, for sure. I think I'd love to get to know other market marketers in the industry or anyone that has any other thoughts about the topics that we've spoken today.
So definitely feel free to come back and discuss with me on LinkedIn. And if you'd love to get to know about Filmora or just try it out today, You can actually get started for free. Filmora does have a free version as well as a paid version for those that require more advanced features or functions.
And you can simply look up Filmora or go to filmora. wondershare. com.
[00:44:11] Mike Allton: Fantastic. Thank you, Eric. Thank you all of you for listening. Of course, we'll have all the links in the show notes below. But remember, if this is your first foray in the world of AI and business, I've got the perfect resource for you in the show notes below the AI primer designed to quickly get you up to speed on terms, tactics, and the underlying technology that's powering this AI Revolution.
Check it out and I'll see you in our next episode. Welcome to the grid.
That's a wrap on another episode of the AI hat podcast. I hope you gained some valuable insights and actionable strategies to boost your business with AI. If you enjoyed the show, please subscribe, leave a review and share it with your network. And don't forget to visit theaihat. com for more resources and to connect with me.
Until next time, keep innovating and remember the future of business is human and it's powered by AI.
