Pipio | 6 Proven Strategies for Marketers to Create Engaging AI Videos

AI-generated videos have changed the way brands create and distribute video content.

There is now unprecedented speed, scalability, and creativity when it comes to video.

This also means that the importance of creating truly engaging videos has never been greater. Marketers must leverage every available tool to cut through the noise and capture their audience's attention.

AI video generation tools have opened up new possibilities for marketers, allowing them to produce high-quality video content faster and more efficiently than ever before.

However, the true power of these tools lies not just in their ability to create videos, but in how marketers strategically use them to craft compelling narratives and drive engagement.

While these tools offer unprecedented speed and efficiency, it's the strategic application of storytelling techniques that truly captivates audiences.

The following strategies demonstrate how marketers can use AI to create engaging videos that resonate on an emotional level.

By combining the technical capabilities of AI with the art of storytelling, marketers can create content that not only captures attention but also drives meaningful engagement.

Strategy 1: Write Compelling Scripts

At the heart of every great video, even those generated by AI, is a well-crafted script.

When working with AI video generation tools, the script becomes even more crucial as it serves as the primary input for the video creation process.

To optimize your scripts for AI tools:

1. Use clear, descriptive language: Be specific about what you want to see in each scene. Instead of "show a busy office," try "display a modern open-plan office with employees working at desks and collaborating in small groups."

2. Incorporate visual cues: Directly reference visual elements in your script. For example, "Transition to a close-up shot of hands typing on a keyboard."

3. Balance information and engagement: While it's important to convey your message, remember to keep the script engaging. Use a conversational tone and include elements that will visually interest your audience.

As an example look at YouTube’s Marques Brownlee’s description of the Apple Vision Pro:

He could have just gone with a straightforward description, like “"The front has a large piece of glass, which gets smudged easily. Behind it, there's an OLED display and various sensors. These include sensors for depth, infrared, lidar, and regular cameras, all managed by an M2 and an R1 chip."

But there is detail and visual cues and information to drive engagement:

"But the main event is at the front. There is an enormous piece of glass, which, yes, is very easy to fingerprint and smudge. And then behind that thing, there's this outward-facing OLED display and a bunch of sensors all the way around, outside facing sensors that go forward, sideways, and straight down. And there's depth sensors, infrared illuminators, lidar scanners, and just regular old RGB cameras, all being processed by an M2 chip and an R1 chip inside this thing."

Strategy 2: Leveraging Visual Storytelling

Visual storytelling is a powerful technique for creating engaging and memorable videos by connecting emotionally with the audience. It involves crafting a narrative that draws viewers in through vivid imagery, emotive visuals, and seamless transitions.

By setting the scene with clear and descriptive text, you can establish the setting and mood right from the start.

For example, opening a video with a sunlit kitchen where morning light streams through the windows immediately creates a sense of warmth and homeliness.

To maintain narrative flow, using smooth transitions between scenes is crucial. This guides the viewer seamlessly through the visual journey.

Building emotional connections through visuals is another key element. Including close-ups of facial expressions and reactions helps convey genuine emotions, making the story more relatable and impactful.

For instance, showing a close-up of a smile spreading across a child’s face as they unwrap a gift can evoke feelings of joy and nostalgia in viewers. These emotive visuals create a deeper connection with the audience, making the video more memorable.

Planning your story and visual elements is essential.

Outlining the narrative and using storyboards can help visualize scenes and transitions, ensuring a cohesive flow. Engaging content with dynamic visuals, diverse camera angles, and movements can hold the viewer’s interest.

Consistency in style and tone, achieved through color grading and sound design, enhances the overall mood of the video.

Leveraging AI video generation tools can streamline this process. These tools excel at translating text into compelling visuals, allowing creators to focus on crafting the narrative.

Providing the AI with detailed descriptions and specific instructions for scenes and transitions ensures that the generated visuals align with the intended story.

By combining these techniques, you can create powerful visual stories that captivate and resonate with your audience, much like renowned creators such as Casey Neistat.

Along the same lines of the Apple Vision Pro, Casey Neistat is the best at leveraging visual storytelling, with New York City as his backdrop.

Strategy 3: Optimizing for Short-Form Content

Short-form videos have become increasingly popular.

They're perfect for capturing attention on social media platforms and delivering quick, impactful messages.

Tips for creating effective short-form videos with AI:

1. Focus on a single key message: With limited time, stick to one core idea or value proposition.

2. Use attention-grabbing openings: Describe a visually striking first frame to hook viewers immediately.

3. Incorporate clear CTAs: End with a strong, actionable message that tells viewers what to do next.

Strategy 4: Personalizing Content at Scale

AI video generation tools offer new opportunities to create personalized videos efficiently, allowing marketers to deliver tailored experiences to individual viewers.

Start by utilizing dynamic text insertion.

Create flexible scripts with clearly marked placeholders for personalized elements such as names, locations, or product preferences.

This approach allows for seamless integration of individualized content without disrupting the flow of the video.

Developing templates for easy customization is another key strategy.

Design a library of base video templates for different marketing purposes, such as product launches or customer onboarding.

These templates should include modular sections that can be easily swapped or modified, ensuring consistency while allowing for personalization.

If you include placeholders in your script template, it is easy to swap in new text into your Pipio Text Editor.

When implementing personalization strategies, it's important to ensure scalability.

Design your approach to work efficiently with large datasets, using AI to automate the selection of personalized elements based on predefined rules and available data.

While personalizing content, maintain brand consistency across all variations.

Create guidelines for how personalized elements should be integrated without compromising your brand identity.

This ensures that your message remains coherent and recognizable, regardless of the level of personalization.

By implementing these personalization techniques, you can create AI-generated videos that feel uniquely crafted for each viewer.

This approach fosters a stronger connection with your brand and drives higher engagement rates, ultimately leading to better marketing outcomes.

Strategy 5: Enhancing Videos with Audio and Music

Audio is the unsung hero of video content, capable of transforming a good visual experience into an unforgettable one. When working with AI-generated videos, thoughtful audio integration can significantly enhance the emotional impact and overall effectiveness of your message.

By carefully selecting and incorporating audio elements, you can create a more immersive and engaging experience for your audience.

Choosing the right background music is crucial in setting the tone for your video. When crafting your script for AI generation, include specific descriptions of the music style, tempo, and mood that best complement your visuals and reinforce your message.

For instance, an upbeat electronic track might be perfect for a product launch, while a soft piano melody could enhance an emotional brand story. Be as descriptive as possible to guide the AI in selecting or generating the most appropriate soundtrack.

Voice-overs can add a human touch to AI-generated videos, helping to convey information clearly and build a connection with viewers. If your AI tool supports voice generation, provide detailed instructions on the desired tone, pace, and emphasis. Specify whether you want a conversational, authoritative, or empathetic voice, and indicate where pauses or changes in inflection should occur.

This level of detail will help the AI create a more natural and effective narration.

Balancing various audio elements is key to creating a polished final product. Your script should guide the AI in mixing background music, voice-overs, and sound effects harmoniously.

Indicate when music should fade in or out, where sound effects should be prominently featured, and how the voice-over should be layered with other audio elements. The goal is to create a cohesive audio landscape that enhances the visual content without overwhelming it.

Strategy 6: Optimizing for Different Platforms

One-size-fits-all video content rarely performs well across all social media platforms.

Each platform has its own unique characteristics, user behaviors, and technical requirements.

By tailoring your AI-generated videos to these specific platforms, you can significantly improve their performance and engagement rates.

Aspect Ratios and Video Durations

One of the most crucial aspects of platform optimization is adjusting your video's aspect ratio and duration.

Here's a breakdown of the ideal specifications for major platforms:

Instagram:some text
- Feed posts: 1:1 (square) or 4:5 (vertical)
- Stories and Reels: 9:16 (vertical)
- Duration: 3-60 seconds for feed posts, up to 15 seconds for Stories, and up to 90 seconds for Reels
TikTok:some text
- Aspect ratio: 9:16 (vertical)
- Duration: 15 seconds to 3 minutes
LinkedIn:some text
- Aspect ratio: 16:9 (horizontal) or 1:1 (square)
- Duration: Up to 10 minutes, but 30-90 seconds is recommended for better engagement
Facebook:some text
- Aspect ratio: 16:9 (horizontal), 1:1 (square), or 9:16 (vertical)
- Duration: Up to 240 minutes, but 15 seconds to 3 minutes is recommended for better engagement
YouTube:some text
- Aspect ratio: 16:9 (horizontal)
- Duration: No strict limit, but shorter videos (2-3 minutes) often perform better for promotional content

When creating your AI video script, specify the desired aspect ratio and duration for each platform.

This ensures that your video will display correctly and capture attention effectively on each platform.

Platform-Specific Features and Audience Preferences

Each social media platform has unique features and audience expectations.

Here's how to optimize for some major platforms:

Instagram:some text
- Use bright, eye-catching visuals to stand out in the feed
- Incorporate text overlays for viewers watching without sound
- For Stories and Reels, use interactive elements like polls or quizzes
- Include a strong call-to-action, such as "Swipe up" or "Link in bio"
TikTok:some text
- Start with a hook in the first 3 seconds to capture attention
- Use trending music or sounds relevant to your content
- Incorporate popular TikTok transitions or effects
- End with a call-to-action that encourages engagement, like "Comment your thoughts" or "Duet this video"
LinkedIn:some text
- Focus on professional, informative content
- Use data, statistics, or industry insights to add value
- Include captions or text overlays to convey key points
- End with a professional call-to-action, such as "Connect with us" or "Learn more"
Facebook:some text
- Create shareable content that encourages discussion
- Use storytelling techniques to keep viewers engaged
- Optimize for mobile viewing with clear visuals and text
- Include a clear call-to-action, like "Share if you agree" or "Tag a friend"
YouTube:some text
- Create an engaging thumbnail and title
- Use chapters or timestamps for longer videos
- Include an end screen with links to other videos or your channel
- Encourage subscriptions and comments in your call-to-action

By tailoring your AI-generated video content to each platform's specifications and audience preferences, you'll create more engaging and effective videos that resonate with viewers and drive better results for your marketing efforts.