Deepfake technology is changing the way people see digital marketing.
Although marketers are still in the early stages of experimenting with deepfake and deepfake technology, these videos convey a more holistic marketing experience through storytelling.
Deepfake technology is a type of “deep learning”.
Deep learning is a type of machine learning that allows computers to learn tasks independently without being explicitly programmed.
Deepfake technology also includes computer vision, which allows computers to recognize objects in images.
For example, computer vision uses deep learning algorithms to identify objects in images or videos. So it can tell you if there is a dog in your photo or not!
In addition to computer vision and deep learning techniques, the process of creating deepfake clips involves superimposing images:
- Take one photo (Like someone raising the American flag).
- Combine it with another image (Person holding the Australian flag).
- And create something new from these two components (Someone raises both flags).
Examples of deepfakes
If the concept of deepfakes is still hard to understand, here are examples of deepfake videos circulating around the web:
- It was Carrie Fisher’s performance in Star Wars: Rogue One Possible with deepfake technology.
- a Deepfake by Salvador Dali It used to host the Dali Museum in Florida.
- Deepfake technology allowed us to do that Experience a speech JFK would never give.
Deepfake Pros
This type of technology is beneficial to marketers in three ways:
- First, it can Reduce the cost of video campaigns.
- Secondly, it can Create better omnichannel campaigns.
- Third, it can Provide a very personal experience to the client.
low cost
Marketers can save money on deepfake video campaigns because personal actors are unnecessary.
Alternatively, they can purchase a license for the actor’s ID, use previous digital recordings, insert appropriate dialogue and create a new video.
This process also saves time for companies that want their employees to use advertising.
So, for example, if the CEO does not have time to record a new advertisement, marketers only need a few previous recordings to create a new campaign.
In addition, when creating a deep fake video, there is no need to re-shoot the footage.
This is especially useful for marketers on a tight budget who still want to produce high-quality content for their campaigns.
Best Omni Channel Campaigns
Because deepfakes don’t need in-person actors, marketers can easily repurpose content for many marketing channels with minimal time and money.
Instead of relaunching the campaign to accommodate different media, marketers can edit videos to create a social campaign.
Or they can create new synthetic dialogue to create a podcast or radio ad.
Hyper customization
This technology has led to increased over-personalisation.
Brands can provide more relevant messages and experiences to individual customers based on their personal preferences – such as the color of their skin.
Let’s say a customer was a different race than the marketing brand model.
Deepfake technology can alter the skin tone of this model so that the customer can try on what the product will look like on their skin tone.
This process helps brands increase inclusivity and reach a broader market.
Also, if video is required in multiple languages, deepfake technology can help.
Marketing messages can be customized by location with the click of a button.
Deepfake Cons
Unfortunately, deep fake videos have been used for nefarious purposes.
For marketers, this can mean bogus customer complaints, bogus product reviews, and an overall decrease in customer trust.
Distrust
The most obvious effect of a deep fake is that it is used to create fake videos, which means that it becomes much more difficult to verify the authenticity of any given video.
Even if you can tell whether or not a photo of a person is real before watching a video, it’s still impossible for anyone who doesn’t know the person personally.
For marketers, the use of deepfakes can violate ethics if consumers feel the campaign has been manipulated.
For example, if marketers use deepfakes to create fake positive reviews, the practice will be considered unethical.
On the other hand, if deepfakes are used by marketers to enhance the brand’s story telling, this can be seen as ethical.
Increase in fraud
Deepfake technology can increase potential fraud, such as creating false accusations against companies.
These videos are created by recording actual incidents and altering the audio with new dialogue to make it sound like it isn’t.
For example, a subsidiary of a German energy company in the United Kingdom delivered nearly $250,000 to a Hungarian bank account after a The scammer used deepfake technology to mimic the CEO’s voice.
In addition, manufacturers can use this type of deepfake technology to create bogus testimonials from customers or product reviews that make their products look more attractive than they are.
How marketers can use deepfakes in their campaigns
Despite the unfortunate ways people use deepfakes, marketers can quickly bring their campaigns to life with this technology.
influencer campaigns
Imagine booking a top influencer for a campaign.
You just need a bunch of digital footage instead of asking them to shoot a video for hours.
Artificial intelligence and machine learning do the rest.
Or you could use historical influencers, such as Marilyn Monroe or Audrey Hepburn.
Due to the large number of video and audio recordings of them, marketers can use their deepfakes appearance to boost their campaign.
Experimental campaigns
To stand out in front of the crowd, brands can use deepfakes to immerse the consumer in the shopping experience.
For example, e-commerce stores can place a shopper’s face on a model’s body to see what the clothes look like.
Nostalgic ad campaigns
State Farm has created a famous example of deepfakes.
The insurance company created an ad for The Last Dance by superimposing 1998 Sportscenter footage to make it look as if it was Kenny Maine signed the documentary.
This deepfake is made just for entertainment and create nostalgia with viewers who remember that special time of Chicago Bulls basketball team.
Product offerings
Product demos can become customer demos.
Instead of using the same complementary snapshots for all customers, marketers can create custom demos that show the actual customer using their product. It couldn’t get more private than that, right?
This technology is here to stay and will continue to evolve.
In digital marketing, deepfake technology has advantages and disadvantages.
While there are ethical ramifications, fake videos allow brands to expand their marketing budgets and reach new audiences.
As long as marketers avoid campaigns with malicious intent, deepfakes can help both the brand and the consumer by creating a more personalized and immersive experience.
More resources:
- Marketing Disruption: 5 Ways AR and VR Are Reshaping Digital Marketing
- Metaverse Primer for Marketers: How We Got Here and Where to Go Next
- SEO trends for 2022, according to 44 experts
Featured image: Andrii Symonenko/Shutterstock
