PERFORMANCE ANALYSIS OF THE IMPLEMENTATION OF AI IN MARKETING VIDEO

Abstract

In the digital marketing landscape, artificial intelligence (AI) is increasingly used to facilitate content creation, particularly for video-based platform such as TikTok. This research studies the performance of AI-generated videos compared to conventional videos in promoting higher education through the Swiss German University (SGU) TikTok account. A total of 15 videos were analyzed with 7 videos are AI-generated using HeyGen AI tool and 8 videos produced through manual video production methods. These videos were evaluated based on key engagement metrics such as views, likes, shares, watch time, full watch rate, and new follower conversion. The findings indicate that AI-generated videos generally achieved higher engagement levels in terms of views, average watch time, and full watch rate, while also offering substantial advantages in production efficiency, taking only 30 to 45 minutes to create compared to up to one week for conventional videos. However, certain conventional videos, particularly those with faculty-specific content, outperformed AI videos in total watch time and follower conversion. These results suggest that while AI-generated video content is efficient and effective tool for digital marketing, integrating it with conventional content may provide the most impactful and balanced approach.