AI, Social Commerce, and Video Trends Shaping Marketing

Kellie Emrich

When we think about Artificial Intelligence, or AI, it’s easy to focus on grand, futuristic notions. But the reality is that AI is already embedded in how we work, especially in marketing. In fact, seventy-five percent of marketers today use Generative AI tools like ChatGPT and Google Gemini to create content. Let’s pause and think about that—seventy-five percent. It’s a big number, isn’t it?

Kellie Emrich

Now, these tools aren’t just helping draft a few sentences here and there; they’re fundamentally reshaping how we approach content. For instance, marketers rely on AI for research, which saves time. It helps outline ideas and even drafts entire pieces, letting professionals focus more on creative strategy and less on the nitty-gritty. It’s that balance that makes this shift so impactful. I I mean, when 78 percent of marketers report having more time for creativity, it’s clear something powerful is happening.

Kellie Emrich

But there’s more. AI isn’t just about creating compelling posts; it’s also revolutionizing how we see and interpret data. Marketing analytics, those seemingly endless streams of engagement metrics, are being amplified by AI’s ability to identify patterns, make predictions, and deliver insights we couldn’t spot on our own. Tools like Sprout Social, for example, integrate AI to simplify those processes, helping brands zero in on what’s working and what isn’t.

Kellie Emrich

Let me share a quick example to put this into perspective. One campaign I recently came across used AI to analyze customer behavior in real-time. Imagine a brand launching a new product, and within hours, AI signals that younger demographics are responding better than others. The team can adjust its strategy—maybe amplifying content on platforms like TikTok or refining their messaging within the same day. You can see how AI’s agility changes the game, enabling marketing strategies that are both precise and dynamic.

Kellie Emrich

When we look at video marketing today, it’s impossible to ignore the dominance of short-form formats. Platforms like TikTok, Instagram Reels, and YouTube Shorts have become, honestly, nonnegotiable elements of a strong social media strategy. And there’s a reason for that. According to a Sprout Social report, consumers overwhelmingly prefer short, punchy videos. Brands are catching on too—over half of marketers plan to increase their investment in short-form content through 2024. It's fast, it’s engaging, and it just works.

Kellie Emrich

But here’s the thing—and this is super interesting—while short videos grab attention, long-form content might be making a quiet comeback. TikTok, which built its empire on those iconic 15-second clips, has been testing the waters with much longer uploads. I mean, uploads of up to 30 minutes! That’s quite the leap, right? And it shows that even TikTok recognizes that some stories need a little more breathing room to, well, really connect with audiences.

Kellie Emrich

So, how do brands navigate this shift? One great example is Red Bull. They’ve mastered the art of playing both sides. On one hand, their short-form videos capture those adrenaline-pumping, shareable moments—like a snowboarder’s half-pipe trick in ten seconds flat. But on the other hand, they invest in longer pieces, like documentaries on extreme sports athletes, giving their audience a deeper dive into that adventure lifestyle. It’s that balance that makes their approach so effective, appealing to both casual scrollers and dedicated fans.

Kellie Emrich

What all of this tells us is that there isn’t a one-size-fits-all solution when it comes to video. Short-form videos might bring the sizzle, but long-form content delivers the substance. And and navigating the right mix of the two is exactly where brands can really thrive.

Kellie Emrich

Let’s talk about the rise of social commerce, because it’s honestly one of the most fascinating stories in marketing right now. In 2023, we had 106.8 million people shopping directly through social media apps. And by 2027? That figure is projected to hit 118 million! It’s a sign of how platforms like Instagram Shops and TikTok’s new shopping features are completely reshaping the way we buy. Convenience is, you know, a big part of it—being able to browse and purchase all in one place. But it’s also how these platforms are tailoring the shopping experience, making it feel personal and natural, almost like window-shopping with a friend, but digitally.

Kellie Emrich

Now, shifting gears a little, have you noticed how social media is becoming a go-to search engine for so many people—especially younger audiences? I’d bet a lot of you listening have opened TikTok or Instagram to look up product reviews or even restaurant recommendations. And this trend—it’s a big one. In fact, Google’s research shows that about 40 percent of young people are doing just that. So, for brands, the takeaway here is clear: Optimize, optimize, optimize. Whether it’s adding the right keywords to video captions or using hashtags strategically, the goal is to make sure your content is discoverable when someone searches for, let’s say, “best wireless earbuds” or “easy weeknight recipes.”

Kellie Emrich

But here’s the real heart of it, and it’s something we’ve been coming back to throughout this episode—authenticity. People crave real, meaningful connections. The data backs this up too. Brands that invest in transparency, that educate rather than just sell, and that use things like user-generated content to spotlight real voices—they’re the ones winning trust. It’s kind of like, well, building a community instead of just collecting followers. And don’t underestimate the power of live interactions, like Q sessions or behind-the-scenes tours. These little touches go a long way in showing audiences that they’re valued, not just as consumers, but as people.

Kellie Emrich

So, whether we’re talking about creating smoother shopping experiences, helping your audience find you more easily, or forging those genuine relationships, the common thread here is meeting people where they are and delivering what really resonates with them. And with that, we wrap up today’s episode. Thanks so much for joining me on this journey through AI, social commerce, video trends, and everything in between. You’ve been an amazing crowd, as always. I’ll see you next time—for now, take care and keep experimenting with those bold ideas!