When and how to use AI video tools for marketing content

1. For anyone new to it, what are AI video tools, and why do you like using them?

An AI video tool lets you create videos without a laborious storyboarding session and a whole day of filming. 

From a design perspective, it is very accessible. You can create videos using avatars, AI voiceovers and visuals directly inside the platform, which means you can produce content much faster than with traditional video production. 

What I find particularly useful is how scalable it is. Once you have created one version of a video, it is very easy to duplicate it and adapt it for different audiences, languages or regions. That makes it especially useful for campaign content where you need multiple variations of the same message. 

2. What types of marketing videos work best with AI video tools?

AI video tools work best for short, focused and scalable content. 

The types of videos we typically use it for include: 

• Short social media videos 

• Promotional clips for reports or campaign assets 

• Quick announcements 

• Internal updates or enablement content 

• Value proposition pitch explainers 

For client campaigns, we often use it to promote a specific asset, such as a report or guide. A short video can highlight the key idea and encourage people to download the full content. 

The key is to keep the message simple and focused. 

3. What is the ideal length for an AI video? 

Shorter is definitely better. 

In my experience, around 30 seconds is ideal, particularly for social media or promotional content. When scripts become longer, the AI voice can start to sound more artificial, and the video becomes less engaging. 

If you have more to say, it is usually more effective to split that into multiple shorter videos rather than one long one. 

4. What should clients think about when briefing an AI video? 

The most important thing is having a clear, focused message. 

These videos are not designed to tell a full story or explain a complex topic in detail. Instead, they work best when they highlight one key idea and drive a specific action. 

For example, a good brief might focus on: 

• One challenge the audience recognises 

• One key message or insight 

• One clear call to action 

That might be encouraging someone to download a report, register for an event or learn more about a campaign. 

Keeping the message tight makes the video much more impactful. 

5. What makes AI video tools particularly useful for campaigns? 

One of the biggest advantages is how easy it is to scale and adapt content. 

You can quickly create multiple versions of the same video for different languages, regions or audiences while keeping the branding and messaging consistent. 

It also works really well when clients already have campaign visuals. We can take those existing assets and bring them to life with motion and voice, which helps extend the campaign without needing to create entirely new materials. 

For campaign promotion and social content, it is a very efficient way to add video into the mix. 

Final thoughts 

AI video tools are not a replacement for every type of video content. For brand storytelling or highly polished campaign films, traditional production still has a role. 

However, for short, campaign-focused videos that need to be produced quickly and at scale, these tools are becoming an increasingly useful addition to the marketing toolkit. 

When used in the right way – short, focused and message-led – they can help marketing teams extend campaigns, promote assets and reach audiences in formats that perform well on social and digital channels.