Compelling video content is the cornerstone of successful customer engagement. However, the true impact of video content hinges on the ability to resonate with a target audience and adherence to the highest quality standards. This article explores the importance of validating video content on reliability and audience outreach to drive business success.

The challenge: Building trust in digital content

Across industries, companies increasingly depend on video content to build customer trust, increase engagement, and enhance business outcomes. For example, high-quality destination videos are crucial for enticing tourists in the travel sector. Similarly, in the automotive industry, car manufacturers rely on immersive virtual test drive videos to showcase their vehicles’ features and performance. These videos boost sales and enhance the overall customer experience, resulting in a higher probability of car shoppers visiting a dealership after watching a virtual test drive video.

Despite the benefits of video content, however, businesses also face significant challenges. In the hospitality sector, hotels often invest in promotional videos to showcase their amenities and services. Yet, if these videos misrepresent the facilities or fail to meet guests’ expectations, it can lead to negative reviews and reputational damage. The healthcare industry struggles to ensure the accuracy of medical procedure videos. If a hospital’s instructional video on a surgical procedure contains errors, this can result in patient safety concerns and legal repercussions.

In the banking sector, inaccurate or misleading video tutorials on financial services may cause confusion that impacts customer trust. Similarly, in the insurance industry, video testimonials perceived as insincere or fabricated can damage a company’s credibility and deter potential customers from purchasing policies. 

While video content offers bountiful opportunities and benefits for business engagement and upselling opportunities, the same content can incur the following key challenges:

• Loss of engagement and loyalty: Low-quality, irrelevant video content disengages viewers, jeopardizing customer loyalty.
• Combating disinformation: The industry faces a growing threat of misleading or malicious content eroding brand trust.
• Limited efficiency in manual validation: Traditional, manual video review is slow, resource-intensive, and prone to human error, hindering operational efficiency.
• Copyright concerns: Inadequate validation methods can miss copyright infringements, leading to legal ramifications.
• The rise of genAI and the need for robust QA: The predicted surge in generative AI (genAI) video creation necessitates powerful automated solutions to ensure quality assurance (QA). 

While video content is crucial for invoking customer engagement, interest, SEO, and business opportunities for companies, utilizing the best practices for delivering quality content and distinguishing between helpful and harmful content is essential.

The solution: Incorporating genAI with video content assessment

Due to content validity issues, video content assessment is poised for significant growth. Whether in banking, insurance, media and entertainment, telecom, e-commerce, or any other sector, video content assessment empowers businesses to communicate effectively and maximize the quality and impact of their video content.

A comprehensive video content assessment solution leverages automation and genAI technology to deliver extensive video assessment and guarantee integrity, compliance, and quality assurance. This solution should address deepfake threats, combat misinformation risks, and safeguard brand reputation. Designing a robust video content assessment solution takes a multi-layered approach, where individual features handle a specific aspect of video assessment.

GenAI technology offers several benefits to improve the quality, accuracy, and relevancy of video content distributed across industries:

• Relevancy assessment: The evaluation of content alignment ensures relevance and contextual appropriateness. By analyzing video content's significance, companies can improve their SEO analytics, drive customer engagement levels, and secure valuable leads to attaining target and business goals. Ensuring that a company's content reaches the right audience can help improve business results by achieving the desired customer response and feedback.
• Key frame detection: Identifying crucial moments to improve comprehension and streamline navigation can enhance a business's video content outreach and reception among viewers and customers. By incorporating key frame detection, businesses can ensure the money put into creating new or revised video content is the best version to promote their name and brand.
• Toxicity analysis: Detecting harmful elements in video content can reduce potential controversy and misinformation while promoting a safe and positive viewing experience. Implementing toxicity analysis into the video content process can help avoid possible damage to a company’s brand and reduce liability issues. 
• Video insight generation: Extracting actionable insights from video content can enhance present and future engagement efforts and provide a deep understanding of the issued content. Is the uploaded content attracting the right traffic to the business? Are businesses getting valuable audience attention that's converting to genuine leads? 
• IP Infringement: Protecting a business's intellectual property is essential to avoiding content plagiarism, deep fakes, and unauthorized use of blurry or potentially leaked content. By filtering out such content, GenAI can ensure compliance with copyright regulations and uphold the quality and integrity of a firm's video and audio content.
• Composite scoring and content checking: GenAI technology can deliver composite scoring to evaluate videos and consolidate insights on relevancy, toxicity, clarity, coherence, and blurriness to help determine if an organization’s video is ready to be shared widely. Also, composite scoring provides detailed reasons for the scoring verdict, including trending graphs to show variation in video content quality over time.

By incorporating compelling and efficient video content assessment solutions – leveraged with genAI technologies and capabilities – businesses can ensure the content they create, distribute, and promote remains of the highest quality to help them retain relevancy, ensure accuracy, and produce positive business outcomes.

Paving the future of video content

Investing in a robust video content assessment solution provides businesses with a strategic advantage when facing content quality, accuracy, and relevance issues. By incorporating video content assessment into your corporate approach, you can benefit from improved viewer engagement and satisfaction, proactively safeguard your brand reputation, ensure regulatory compliance, and enhance monetization potential. Providing top-tier quality video content to your consumers can help fortify your business standing and propel your organization toward sustainable growth in an ever-evolving digital marketplace.

Gen AI-driven assessment solutions represent the future for ensuring rigorous video content quality assurance. At Virtusa, our profound and cutting-edge AI capabilities and domain expertise are establishing a benchmark for comprehensive and accurate video content assessment. To know more about how Virtusa uses generative AI for video content assessment, speak to an expert.