AI has become one of the most talked-about tools in marketing. From auto-generated captions and AI-assisted editing to synthetic voices and imagery, the technology is evolving fast. For brands, that means new opportunities to move faster, stretch resources, and experiment with creative production.
But here’s the catch: the videos that truly connect with audiences are still the ones that feel the most human. Viewers scroll past templated, overly polished pieces every day — yet they stop when something feels genuine, relatable, and real.
So where does that leave us as social video continues to evolve? It comes down to balance.
The Role of AI in Social Video
There’s no question AI is changing the way content is made. Tools can now:
- Quickly generate captions and transcripts
- Suggest edits and pacing
- Help with rough cuts or content tagging
- Scale repetitive production tasks
These advancements can free up time and resources, giving creators the chance to focus more on strategy and storytelling. Used wisely, AI can be a powerful assistant.
Why Authenticity Still Wins
Audiences crave connection. They want to see real people, hear real stories, and feel a sense of trust. That’s something no algorithm can replicate. In fact, the more automated content becomes, the more viewers value authenticity when they find it.
On social platforms, authenticity shows up in unscripted moments, natural dialogue, and storytelling that reflects real experience. Brands that lean into that approach — while still keeping a level of polish — often see the strongest engagement.
Finding the Balance
The future of social video isn’t about choosing between technology and authenticity. It’s about using both in harmony. AI can handle the behind-the-scenes lift, while human creativity ensures the final product is meaningful, emotional, and true to the brand.
At the end of the day, it’s the people behind the tools who make the difference. Storytelling, empathy, and perspective are what turn a piece of content from simply seen to truly felt.
Moving Forward
As AI continues to advance, brands will have to navigate new ways of producing content. The ones who stand out will be those who embrace innovation without losing sight of what really matters: authentic human stories.
At Spiracle, that balance is at the heart of what we do. We stay curious about the latest tools while never losing sight of the people and stories that drive impact. Because in the fast-changing world of social video, technology may support the process — but authenticity is what makes it last.