Are you struggling to supply sufficient video content material to satisfy your B2B advertising and marketing objectives? Video is crucial for engagement, however the manufacturing course of is slowing you down. You’ve obtained concepts, however restricted time, assets, and maybe technical know-how to carry all of them to life. What number of potential leads are you lacking as a result of that product demo or buyer testimonial video continues to be sitting in your sometime folder?
The strain to create extra content material throughout extra channels is mounting, however your video manufacturing capability isn’t holding tempo. And this problem is precisely what our visitor has been fixing for entrepreneurs and entrepreneurs worldwide. On this recap of Social Pulse: B2B Version, powered by Agorapulse, visitor Justin Brown is co-founder of Primal Video and a seasoned movie producer with over 20 years of expertise. At present, he’s right here to share his insights on how AI instruments might help B2B entrepreneurs scale their video content material with out sacrificing high quality or authenticity.
[Listen to the full episode below, or get the highlights of the Social Pulse Podcast: B2B Edition, powered by Agorapulse. Try it for free today.]
Justin Brown: Yeah. It’s been a journey. I’ve to inform you, once I began, I didn’t have as many grey hairs as I do now. However this area adjustments shortly. So, particularly now with AI. However the place I began, sure, I used to be making movies, company movies for folks. I even filmed underground mining coaching movies, that type of stuff, then into motion sports activities.
However on the company facet, it obtained to the purpose the place I, the restrict for the corporate, was nonetheless many movies they may produce with me producing them for them, and so they’d spend their budgets on the manufacturing facet, however then not have a lot left over for the advertising and marketing facet. I’m prefer it’s not a construct it and they’ll come; YouTube doesn’t work that means.
And we’ve been by that with out Channel Two, the place you simply put up stuff and it doesn’t imply that you simply’re going to achieve success. Doesn’t imply individuals are going to seek out it. So we went down the rabbit gap of what if as a substitute we assist folks make movies simpler themselves, the extra genuine, actual movies, which we’re changing, and it nonetheless is changing significantly better for companies.
What if we assist folks with that piece, after which work by to how they’ll get eyeballs on that? So, that’s been the journey that we’re on, and it’s superior with a few of these AI instruments and issues now which might be going to make this course of a lot simpler for folks.
What was the turning level the place you realized AI might [be a] “sport changer” for video content material manufacturing, significantly for B2B entrepreneurs?
Justin Brown: I believe the place it got here in first was—I believe, look, there’ve been a lot of little AI instruments round for a very long time now.
However I believe when ChatGPT hits the mainstream, you’ll see all of the completely different use circumstances as a sounding board for serving to folks create scripts, construction their content material, and give you concepts. All of these items grew to become simple for folks as a result of there’s now a device that most individuals appear to be utilizing or have easy accessibility to.
So, the prep, the strategy planning stage now, which lots of people procrastinate round, can now be streamlined, not to mention all of the instruments which might be going that will help you with the filming and the modifying piece, too.
What would you say the highest two to 3 [tools] may be having essentially the most transformative influence on companies on the subject of video content material?
Justin Brown: I believe by way of the planning, if we’re beginning at that piece, look, there are such a lot of choices now, and it’s actually altering week to week as to which is the perfect one.
Like three weeks in the past, my reply could be completely completely different from what it’s now as to which one’s working the perfect, and subsequent week it may be one thing completely different. However with issues like Grok—Claude is one which we’ve used lots, and that was my prime decide for a very long time. Gemini has stepped up lately.
So, it doesn’t matter, so far as I’m involved, which a type of—so long as you’ve obtained a type of that will help you create, give you concepts, construction your content material, and even assist with analysis on these sorts of issues.
That’s the planning facet. We need to have, I assume, different eyeballs on what you are promoting; it’s like using a content material manufacturing staff to return and plan and assist every part with you. So, undoubtedly begin out with one thing like that that will help you give you concepts, planning, and structuring. However then, by way of making content material, the standout device for me proper now’s Descript, which has been round for a very long time, and it’s what we’re utilizing to create all of our content material. I’m recording immediately into Descript, so there’s no AI on the recording piece. However as soon as it’s in there, there’s AI to take away all my “Ums” and “Uhs.” It truly can do a base edit, so it’ll take away all of my dangerous takes, errors, retakes, all of that stuff, and 10 years into this journey, there’s nonetheless lots.
So, we’re saving a bunch of time on that, by to a few of the cool stuff that it’s obtained in there to repair your background noise, and even in case you are wanting off digicam, it may alter your eyes to carry them again. It appears to be like like you’re looking at your viewers and speaking on to them.
There’s a whole lot of cool stuff like that you would be able to herald. Should you make a mistake, you’ll be able to sort the brand new phrases that you simply need to say. In our case, if I create a video and it doesn’t exit for 4 weeks, if there’s a pricing change, then I can simply sort within the new value, and it’ll say it in my voice, and it’ll match the tonality of the whole sentence. So it sounds actual, saving you from going reshooting a video, due to a little bit element like that, it’s now made that piece a lot simpler as properly.
How can B2B entrepreneurs leverage AI whereas sustaining human connection and that sense of authenticity?
Justin Brown: I believe this can be a large level as a result of there are lots of people that we’ll see on the market. Lots of promoting as properly. Persons are pushing AI as the answer, and AI will make your movies for you. I’ll give you a script. It’ll create an avatar for you, a faux individual, or it’ll even make you the faux avatar, utilizing your voice, your picture, your scene from a photograph, or one thing like that. So I’m not speaking about that.
I don’t assume folks must be doing that as a result of at that time, it’s not you, it’s not your message, it’s not your phrases. I’m saying we are able to use them as instruments that will help you refine your message, to just remember to’re not lacking something, to just remember to’re structuring your content material in a means the place it may be consumed simply, in order that it’s participating that we maintain folks watching.
So, the bottom line is to make use of the AI piece as a sounding board for the prep, and it nonetheless makes it yours. Don’t simply run with it, ’trigger I don’t learn about you, however I’ve skilled so many instances the place the AI will simply hallucinate and provides me improper data. As soon as, I used to be like, “How a lot is CapCut? The video modifying software, how a lot is it in US {dollars}?” And it mentioned $99. I’m like, “That doesn’t appear proper.”
“Oh, I’m so sorry. It’s truly 799 a month or no matter it’s.”
The truth that there are folks on the market who would simply take that [AI] first response as reality and go and permit that to create content material, with out their piece in there. Then I believe that’s the place you’re opening your self as much as, first off being disingenuous, but additionally having your viewers see that, particularly if it’s improper, dangerous recommendation. So the integrity piece, the human piece, you continue to have to carry that into that, too. And likewise together with your modifying, you and the manufacturing piece.
I believe now we’re on this superb age the place we don’t have to be over-editing our movies, which makes it simpler. However it additionally makes it extra uncooked, extra actual as properly, and extra participating. And that’s the piece that you simply’re not going to get in these faux AI-generated movies, is that human connection. So I believe whereas you may make your eyes have a look at the digicam, they do look a little bit soulless.
So I might solely use that characteristic sparingly and provided that it was that will help you create the movies. If, on your first ones, when you’re freaking out, you’re scared. Superior. Cool. Let’s use these instruments to get you creating content material. Let’s get these runs on the board. Let’s get your confidence up. When you’ve finished a couple of, it’s simpler, so then we are able to push our consolation zones a little bit bit additional.
So I’m all about getting folks to begin as a result of when you begin, you’re extra more likely to proceed. Whereas so many individuals need to have all their geese in a row and have every part discovered, and so they don’t truly begin, which suggests they’re not shifting in the direction of their aim, they’re not hitting their KPIs, or something like that.
Do you see any enterprise use case for the digital and digital avatars that folks can create with AI at this time?
Justin Brown: Yeah, I’m with you. I see folks utilizing them. However I don’t assume that it’s going to have a constructive look. I’m all about having a constructive influence on the web, proper? There’s an actual human on the opposite finish of that, and it’s a connection. And whereas we do, B2B, B2C, it’s H2H.
It’s human to human, it doesn’t matter what stage you’re enjoying at. And as people, we need to join with people. We don’t need to hook up with an AI that we are able to simply really feel off. I’m undecided, like there are such a lot of movies on YouTube now the place I hit play and. that it’s not actual. It’s an AI-generated voice.
It’s simply pictures which might be shifting or producing B-roll. I believe if that was somebody’s first video or one thing, and that’s what they did to get began, superior. Cool. However once I see that, I simply mentally swap off. I need to hear from an actual individual. I don’t need to hear how an AI thinks one thing must be finished.
I need to hear how that individual did it, and what their ideas and opinions are. What’s the human piece? And I believe that is the large alternative for folks to not be slicing corners to that stage and go, Oh, simply create content material. Extra content material means extra outcomes. It’s absolute BS. Fewer movies which might be actual and genuine are focusing on your clients, your purchasers, and serving to them add worth to the web; that’s not going to vary.
If something, as we get extra into this AI factor, the people who find themselves not being lazy of their content material creation and being aware and considerate about what it’s they’re placing out, these are the people who find themselves going to succeed, so far as I see it.
May you stroll us by a particular instance of a B2B firm which may use AI to show one video recording session into all types of various items of content material for various causes?
Justin Brown: So, there are many individuals who share a repurposing technique round these items, and there’s nothing improper with that. I believe in case you are sensible and you might be strategic with the content material that you simply’re creating, then you’ll be able to repurpose it.
However I believe the largest space the place folks go improper when they’re repurposing or creating a number of items of content material from one is that they’re simply enthusiastic about what number of movies [they can] lower out of this as a substitute of what the viewer’s expertise is, like the place this video goes.
So, if we had a long-form podcast, a technique is that you might chop it into little items and take them out and put them on completely different platforms. From the viewer’s expertise, that may work properly. However it’s additionally the viewer would know then that that is only a snippet from a bit of a podcast, which, once more, could possibly be good ’trigger it would tease them to go and take heed to that podcast or watch that longer kind piece of content material. Nonetheless, it may also be a deterrent as a result of they’re like, “I’ve missed out, and this little piece of content material that I’ve given my consideration to, and I’m giving up time from my day to observe doesn’t really feel proper. It feels off as a result of it’s not created particularly for me at this second.”
So, what I see works significantly better than simply repurposing long-form content material. Look, nonetheless try this check. (It’s at all times a check, proper? Since you might need some that take off and a few that don’t.)
Repurposing your long-form stuff, it would nonetheless be helpful to you, and it’s a low-effort factor, however what I discovered works significantly better is creating intentional content material off the again of a long-form piece of content material.
So you might summarize it for folks, you’re giving them the TLDR, right here’s the highest reply, nevertheless it’s created particularly for the viewer on that platform. “It’s like I mentioned in my Instagram video that was repurposed from YouTube. Ensure you hit that subscribe button.” The viewer’s going to go, “There’s no subscribe button on Instagram, I do know that this was simply lower from what it doesn’t, it feels off,” which is why we need to be hyper conscious of what the viewer expertise is like for our content material if we’re repurposing it.
What I’ve seen work properly is folks simply reshooting it, in order that they’ll do their long-form podcast, and so they’ll have their notes from it, or wait until their editor’s finished it for them. They’ve obtained their present notes. Then do a fast recap video. Should you’re in search of the highest 5 social media platforms or no matter, right here they’re, like record all of them out.
And that is only a fast snippet from our longform podcast, in which you’ll go and watch that content material created strategically or deliberately for the viewer will usually resonate and join and work so significantly better than simply slapping bits and items. Or it may be that if you will take a bit, a nugget from an extended kind piece, simply put a fast intro on it. Now, this works properly on YouTube as a result of YouTube is analyzing what you’re saying. It’s transcribing your movies, and this might help you get your content material displaying up on the platform. Should you’re utilizing some good describing phrases and key phrases and issues firstly of that, it’s going to work for the viewer ’trigger they’re going to know why they need to stick round.
However it’s additionally going to work for the algorithm facet of it as properly.
Mike Allton: Oh, that’s fascinating as a result of it’s a tactic I’ve seen folks use, and I’ve been debating whether or not or not to do this with our podcasts right here at Agorapulse, as a result of I’ll see them publish the whole interview to YouTube, and we try this, after which we’ll publish shorts like both one or two vertical clips from that podcast. However that’s it.
We don’t usually share segments of the interview as extra movies on YouTube, like three to five-minute clips. We haven’t finished that, however I’ve seen a whole lot of different folks try this. And the one factor that I’ve finished personally, the place I’ve seen which, which is in step with you, you’re speaking about in print kind, I’ve my podcast, which I publish on Saturdays.
On Sundays, I exploit AI. My AI Chief of Employees, who’s named CLU, reads my transcript from that interview and generates a LinkedIn e-newsletter from CLU’s perspective. So it’s the AI’s perspective on that interview, and it’s similar to you mentioned, it’s a abstract. On this case, it’s a written abstract, not a video abstract, which I assume I might do.
However there are a few thousand folks subscribed to that e-newsletter simply to get clues, insights into my newest interview. Yeah, it feels like if we did what you have been speaking about, if I’m understanding you accurately, take like this interview and this section proper right here the place you’ve answered and talked about this explicit matter, which may be 4 minutes lengthy.
And I simply inserted firstly a little bit intro. It says, “Hey, I talked to Justin. We have been speaking about AI and video instruments, and he shared what he thought folks must be enthusiastic about in the event that they need to repurpose one long-form content material.”
Is that monitoring with what you’re pondering?
Justin Brown: Yeah, for certain. Yep. And hyperlink it.
I assume if it’s on the YouTube facet, you’ll be able to hyperlink it on to the longer kind one. Possibly that’s your ending, that you simply shoot on the finish. Your name to motion, when you like this, obtain my no matter. And if you wish to catch the complete factor, like this was simply 4 minutes from the hour-long factor, then it’s linked on display screen.
I assume that viewer expertise factor is extra highly effective than ever earlier than to contemplate, as a result of that’s what each algorithm is making an attempt to offer is an effective expertise for its customers. It doesn’t matter what platform you’re on, in case you are having a very good expertise, you’re having fun with your time there, you’re going to stay round longer.
So any algorithm change or no matter is following the viewer or the person to offer them a very good expertise.
Mike Allton: Now, I do know there are a whole lot of extra steps manufacturers can take, entrepreneurs can take, or YouTubers can take. I do know they’ll add finish playing cards, they’ll tweak their thumbnails. I’m certain there are many different issues that I’m lacking.
Does AI assist with a few of these issues?
Justin Brown: Yeah, I believe though AI is—I might use it once more as a sounding board to begin with, and you’ll ask for suggestions. Particularly when you’re going to replace a video like I made this video two years in the past. I’m going to redo it for now. Let’s break it down, right here’s my watch time from the earlier video. Right here’s the transcript from the earlier video.
And, look, when you haven’t finished it earlier than, possibly decide another person’s video ’trigger you’ll be able to seize the transcript of anybody’s video. You gained’t have the ability to seize the watch time, however you might seize the views, and you might quiz the AI, and say, “Let’s assist me make this once more, like share my ideas and opinions on this matter. That is what another person has finished. That is the primary video that’s obtained hundreds of thousands of views. Assist me break it down and assist me create one thing, possibly with an identical construction.” So, the content material could be completely different, however the construction works. We don’t need to reinvent the wheel in an identical construction, comparable pacing.
You might additionally pipe in a few of the person feedback and create a greater video than ones which might be already on the market, primarily based on issues that lots of people are saying, “Hey, however you missed this,” or, “What about this, is that this nonetheless related at this time?”
You’ll be able to create a greater piece of content material with hindsight utilizing issues like AI that will help you analyze what might need labored and what didn’t work. It’s simply one other set of eyeballs or analytical eyes on issues. However the different piece of this, too. And it’s in all probability extra to the place we have been simply earlier than with the query earlier than being the repurposing piece. Lots of people miss that it’s a distinct viewer for a distinct sort of content material or a distinct client.
Yeah, so some folks will take heed to a 40-minute podcast no drawback, nevertheless it’s their intention after they’re clicking on it. I’m listening to a 40-minute piece of content material. What if the reply that they need is buried in that podcast or one thing someplace, and so they don’t have the psychological dedication and the time to go, “I would like to observe the 40 minutes.”
So by repurposing strategically, we are able to nonetheless assist those who possibly will solely eat a two minute, 5 minute, 10 minute video, however we are able to additionally then give them the reply shortly in a sub 30 minute or sub 60 seconds, half-hour, 30 seconds, or 60 seconds as a brief as properly. In order that’s what I imply by the repurposing.
We’re not cannibalizing our content material. We’re not saying that the brief viewer who obtained their reply in beneath a minute or beneath a minute and a half is not going to observe our different content material. That could possibly be the proper teaser segue for them to go watch the mid or the complete long-form model of it.
Or possibly that was sufficient. Possibly that’s all they wanted, and also you modified their life. They might have signed up and labored with you. You helped them. Like, individuals are going to choose various things.
So by repurposing strategically, we are able to have the ability to assist folks at completely different ranges with completely different, I assume, time commitments and issues occurring, and likewise their preferences.
Mike Allton: That’s a implausible level. I really like that instance. And it jogged my memory of one other tactic I’d seen people use. AI for, which appeared to work properly, is timestamps. You throw your timestamp, the script goes to offer you an exquisite transcript with the timestamps in there. Drop that into Gemini and ask it to offer you your YouTube timestamps.
After which I additionally liked your level about it, figuring out stuff you haven’t talked about but, and that dialog with Mark Schafer that I discussed this afternoon, we have been speaking about his e-book, which was, I ought to seize it. His e-book is Audacious: How People Win in an AI Advertising World. And he didn’t use AI to draft the e-book, however he took the manuscript and dropped it into each ChatGPT and Gemini and requested, “What am I lacking? What didn’t I discuss on this complete e-book?” They usually each got here again and mentioned, you didn’t discuss measurements and the way, when you’re succeeding, which is definitely a chapter he drafted after which dropped from the manuscript. So I satisfied him to drop that again in.
Another potential errors that you simply’ve seen B2B entrepreneurs make?
Justin Brown: I believe the largest one isn’t making it. And I do know I touched on this a little bit earlier, however in case you are utilizing AI as your north star, as your soul level of reality, then I believe it’s going to return unstuck. It’s going to be one thing that folks will see proper by when it’s not proper, the place it doesn’t really feel proper, or the knowledge is definitely improper.
So I believe utilizing it as a sounding board after which making it yours, and, sure, you’ll be able to practice it, you’ll be able to practice it in your voice, however there’s nonetheless going to be little bits and items that you simply need to guarantee that it’s yours. And I believe even when we began, like we’ve mentioned, AI is a superb place for serving to you give you concepts and issues, however as a enterprise, you’ll already know what the highest subjects are. You might be continuously requested questions, the issues that individuals are, you, the conversations you’re having again and again.
Let’s begin there with our content material creation, in order that we are able to simply ship these movies out to folks, or they’ll discover them themselves, and so they can work out when you’re a match or not primarily based on the way you’re responding to that.
However that’s the place that persona and creating actual, genuine movies are, representing your model. In case you are seen to be slicing corners with AI and no matter, I’m certain that’s going to show lots of people off. And if that’s the expertise they’re seeing earlier than they work with you, what’s the expertise like when they’re working with you?
So, be aware once more of getting a very good expertise on your viewers as a result of every bit of content material you set out there’s displaying up and representing your model.
Justin Brown: I believe that’s a very good query, and I believe that is the place you need to not simply swap, let’s run a few of these instruments in parallel. Particularly if this can be a enterprise, when you’re not a content material creator, the place you’ve possibly obtained the pliability to attempt to check stuff out. And if one thing fails, as a enterprise, if we’re doing this once more strategically, which is what I believe everybody must be doing, then I might run issues in parallel.
So, once we’re testing one thing, we’re testing it in addition to working by our common course of. If I’m testing an AI device for modifying, it’s nonetheless going off to our common editor as properly, in order that we are able to examine the consequence. We’ve obtained a baseline that that is what we might do with that piece of content material.
Let’s see now how far we are able to push the AI to get there. I believe that’s an enormous piece, and I believe it’s going to make it simpler so that you can check and to see what areas you’ll be able to stage up in. I believe time monitoring on this stuff as properly, as a result of it would really feel quicker. However is it truly quicker? How a lot time did you burn researching these items?
So I believe for a enterprise, and like once we’re testing stuff, we’re working the app simply to see how a lot time we are literally spending on this. And it’s not that there’s a restrict on the time, however we have to know the place the greenback areas are, the place is the time going for these items?
After which we are able to rein it in as a result of as a inventive piece and one thing that adjustments so shortly, if there’s no I assume metrics on what we’re doing. Then it might simply blow out.
That’s not affordable, however similar to a yr or so, particularly for B2B video advertising and marketing. And
Is there something that you simply assume we entrepreneurs ought to do at this time to organize?
Justin Brown: I believe it’s plain, be testing. At all times. There are such a lot of new instruments and issues. I’m not saying you might want to go determine all of them out.
Hearken to podcasts that share these items, hear what different individuals are studying, and the way we get the consequence quicker. And also you don’t have to do all of the testing your self, however there are particular instruments which might be associated to what you’re doing and might help you save time. Then, yeah, you need to leap in, spend a little bit little bit of time, as a result of simply going by the motions of what you’ve already finished, this can be a complete new means of with the ability to run companies and run our lives.
Simply having data earlier than and being a wise individual, that’s type of irrelevant now, as a result of everyone seems to be now a wise individual with entry to AI. So it’s a complete rethink on what the areas are that I might use this to stage up my private life. Planning, as you’ve mentioned, and I’ve to say, your podcast course of that I went by to be a visitor on right here was superior.
It’s among the best ones that I’ve seen.
Try insights, ideas, and tips from B2B specialists in each episode of Social Pulse: B2B Version.
So not solely have you ever saved two hours in doing this, however the expertise from my facet was implausible as properly. So, that is the purpose that we need to get to: Should you might simply maintain doing these two-hour blocks of issues that you simply’ve at all times finished, ’trigger we’ve got a course of and I do know that in an organization or a enterprise, that’s your holy grail, proper?
You should comply with this stuff. We don’t break processes, however we have to have at the least somebody on the market who’s testing and at all times evolving these processes. And I believe that’s the main target.
So, attempt to get throughout various things as they arrive up. Subscribe to newsletters and issues which might be going to make this simpler for you. Allocate a while every week to seeing what we are able to evolve and at all times be testing.
Thanks for studying the recap highlights from this podcast episode with Justin Brown. Don’t neglect to seek out Social Pulse Podcast: B2B Version on Apple and drop us a overview. And take a look at different editions of the Social Pulse Podcast just like the Hospitality Version, Company Version, and Retail Version.
