How AI Can Make You a Video Star (at Least With Your Clients)
By TomTaulli Aug. 17, 2023 2:42 pm ET
Ryan Salah, a partner and ﬁnancial advisor at Capital Financial Partners, is always looking for innovative ways to interact with clients. “We work hard to communicate often and frequently with all clients but especially new clients as they are onboarded to our team,” he said. “Rather than simply type out a ‘welcome’
message in an email or audio format, we felt it would be even better to do this in a unique video format.”
He considered recording a video using his iPhone or video camera, but he realized this would be time consuming and he would likely need to hire a professional videographer to achieve the quality he desired.
He turned to AI. After exploring various generative AI video systems, he decided to use Synthesia, selecting an avatar to narrate the message. He also relied on ChatGPT for help with the script.
“It took me an hour or so to ﬁgure out how to actually produce the script and make the video,” Salah said. “After that, it took 10 minutes to record, edit, and process the video.” You can see his video here.
Let’s take a closer look at these types of AI tools and how you can use them for your own client marketing campaigns.
Why video? The average attention span for someone using a screen is about 47 seconds, according to research from Gloria Mark, a professor at the University of California, Irvine. Videos can be a good way to generate interest. Research from Insivia shows that viewers retain about 95% of a message when they watch a video, compared with 10% for reading text.
“The best brands in the world utilize captivating storytelling and branding through video,” says Christine Haas, founder of Haas Media. “It has a unique ability to evoke emotions and create a sense of connection. This plays a signiﬁcant role in decision-making.”
Videos can help with more than just marketing. Other uses include leadership messages, compliance training, and internal communications.
AI video systems. In addition to Synthesia, there are other powerful video systems that use AI. One is Rephrase.ai, which uses generative AI to map facial visuals and audio in videos.
Here’s how it works: You create an online account and then are taken to the studio. You can from scratch. You can also import a PowerPoint slide presentation for the visuals.
The ﬁrst step is to select an avatar, which is a person who will narrate the video. There are dozens of them, with diﬀerent nationalities. You choose the tone of voice. It can be relaxed, precise, or expressive, just to name a few options. You can even select from among more than 60 diﬀerent languages and more than 100 accents and regional dialects.
Next, the screen will display elements, such as text and media, that you can drag on to the video. You can even include music, choosing options such as EDM, minimal acoustic, or atmospheric. You can also upload other music that you select.
Next, you will type in the words for the script. You can then play the video and export it as an MP4 ﬁle, which is available for formats like Instagram, YouTube, or desktop computer.
If you don’t want to use an avatar, you can use a program, such as Rephrase.ai, to clone yourself. This can allow for more eﬀective communications since you’ll be building a stronger connection with your clients or prospects.
The cloning is done by ﬁlming diﬀerent angles in a room or studio that has a green screen. Some other AI systems, like Synthesia, allow for the cloning with webcams. Rephrase.ai is currently working on this feature.
Non-avatar videos. While generative AI technology is powerful, the videos can sometimes appear somewhat stiﬀ and robotic. There may be misalignment with voice and face.
This is why some advisors may want to consider taking original videos of themselves. But there are AI tools that can greatly streamline the process. Vimeo , for example, has a full- blown video creation and editing system. It comes with a script generator that takes in a brief prompt and considers options for tone and length. This is based on OpenAI technology.
After you record a video, Vimeo will remove the “ums,” “uhs,” other ﬁller words, and pauses. There is also a teleprompter, which can help the reader avoid awkward eye or facial movements.
“Most lack the conﬁdence, skills, time, and resources to eﬀectively create videos,” said Zohar Dayan, who is the vice president of product at Vimeo. He says the most recent AI launch helps “democratize” the ability to create a video.
“Any ﬁnancial advisor, regardless of presentation or production skills, now has the ability to easily generate a script, read a teleprompter, and remove unwanted ﬁller in one fully-produced take,” says Dayan. “This process used to take hours and now only takes minutes between the combined recording and editing times.”
Tom Taulli (@ttaulli) is a freelance writer, author, and former broker. He is also the author of the book Generative AI: HowChatGPT and Other AI Tools WillRevolutionize Business and has a freenewsletter about AI.
Photo Illustration by Barron’s Advisor