🔊 AI + video marketing = revenue

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Plus, Instagram Shop gets a new look and integrates Facebook Pay.

Jul 17, 2020

Good morning Marketer, how can AI bolster your video marketing efforts?

In Deloitte’s “State of AI in the Enterprise” survey report released earlier this week, one theme broke out amongst the rest: AI + video marketing = revenue.

“One creative use of AI is its application to video marketing. That use has delivered revenue gains for Duvora, a technology provider that specializes in digital marketing for luxury real estate,” writes editor Rodric Bradford.

Citing Duvora’s move to introduce a new AI-driven video platform for home tours as an example, Bradford offers tips on how video marketing and AI can work together in the time of COVID-19. He recommends the following best practices for using AI to power your video marketing:

Vary the videos. Whether you are showcasing a beach house in Boynton Beach, a penthouse on Park Avenue, create distinct options in your video content to help AI learn through contrasting outcomes. Review the repeat visitor. Repeat visitors often behave differently the second time around. Use AI to study the differences and generate revenue by personalized follow-up and outreach. Forget the photos. Want to make the transition to AI-backed video marketing? Then do so. 100 percent. Eliminate all marketing photos as they can give a 20th century feel to a 21st century marketing experience.

There’s more below, including news on Instagram’s new Shop makeover.

Taylor Peterson,
Deputy Editor

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Social Shorts

Instagram Shop makeover rolling out in the U.S. -- with Facebook Pay

Facebook announced this week that the redesign of Instagram Shop is starting to roll out in the U.S. and that Facebook Pay will also be available in the coming weeks.

First teased in May, the updated Instagram Shop landing page includes personalized recommendations based on the brands users follow and the collections the Instagram @shop team creates.

Facebook Pay enables in-app payment across Facebook’s properties, including Instagram checkout. It also offers purchase protection, in this case on “eligible products” bought via Instagram checkout.

Why we care. Both of these initiatives are key pieces of Facebook’s e-commerce strategy to make its properties — and Instagram, in particular — commerce destinations with shoppable media and digital payment solutions. If you want a shot at getting on the Shop page, consistently tag products in your posts and create collections in your own Instagram shop.