UGC gets a DIY boost

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2021, 3:03 PM UTC

A Suite 48 Analytics study shows that Do-It-Yourself (DIY) video creation apps are empowering non-professional video creators to produce sophisticated videos.

The traditional approach – offering timeliness and layers to trim and composite video clips – had little success beyond their core market. But, DIY video creation apps – that are being developed based on adjacent case studies and user behaviours – saw more users embrace it.

These AI-power innovations have enabled the new generation of apps to overcome the traditional dilemma of creative power against ease of use. These latest apps have also tapped into other areas like easy-to-create “phodeos” enabling users to create short video clips that can be expanded when needed.

Another promising approach was to feature options like one-click background removal that eliminated the need to re-shoot. Apps that have embraced an alternative approach by prioritising ease-of-use over control have also experienced some success.

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