Beating AI by +245% on Short Form Content
+245% more views than AI
On Short Form Content
Gerald Auger is passionate about cybersecurity and helping others. He’s worked in the industry for nearly two decades, hold multiple degrees in cybersecurity related fields, and love sharing his experience.
Gerald has multiple podcast venture.
One is the “Daily Cyber Threat Brief” live-stream that he does every morning.
The second one is Simply Cyber Fireside (formerly Simply Cyber Live) is the Thursday weekly livestream with guests from the cybersecurity industry.
Gerald has multiple business ventures around Cyber Security, and GHA Marketing provided support around short-form content repurposing from the Daily Cyber Threat & Simply Cyber Fireside.
Shortly after the onboarding, Gerald found out about Opus Pro – an AI short form content repurposing tool, where by uploading a long-form video, it creates 10 to 20 shorts ready to post -.
Gerald asked GHA Marketing to compete against this AI tool as it was more cost-effective than hiring an agency. But in the mean time, he wasn’t sure about the performance of AI generated short form content, let alone the strategy building around leveraging those views into actual business objectives. Those will be covered later in this case study.
As a teaser, here is Gerald’s opinion about working with GHA Marketing 😉
The challenge went on for a month – 14th of March to 12th of April 2024 -, where both the AI and GHA Marketing had to post 1 short a day of their making.
GHA Marketing posted 28.6% less than the AI:
Whilst the AI generated 21 shorts (slightly more than 1 per day), GHA Marketing couldn’t publish more than 15 shorts, but for a very specific reason…
GHA Marketing always focuses on quality. Whilst quantity often makes sense for Social Media, it cannot come at the expense of quality. And from the episodes both the AI and GHA Marketing had to work on, GHA Marketing identified 15 shorts that could (and would end up) do well on Social Media…
And the results were indisputable.
Youtube Breakdown:
- On Youtube (despite posting 28.6% less), GHA Marketing got a total number of views of 32,292 over the one month period, versus 20,832 views for Opus Pro. A difference of 55.0%!
- On average, GHA Marketing’s shorts were performing 117.0% better, with 2,153 views on average vs 992 views for the AI! The difference comes from the fact that with less shorts, GHA Marketing got more views
- On the most performing short (the short with the highest views), here again GHA Marketing came on top with 6,429 views versus 4,224 for the AI – beating it by 52.2%.
Instagram Breakdown:
- Instagram has less “virality” potential as a lot of the content is sent to your existing audience (followers), and therefore the objective on those platforms should more be around followers growth
- On average, GHA Marketing’s reels were performing 114.1% better, with 668 views on average vs 312 views for the AI!
- On the most performing short (the short with the highest views), here again GHA Marketing came on top with 2,801 views versus 813 for the AI – beating it by 244.5%!
Now the important thing to bear in mind here is… Views for the sake of views is just a vanity metric.
What GHA Marketing always looks at and focuses on is: how does that help the business? Whether that is authority building, trust enabler or lead generation, views need to have a clear objectives that fits into a content strategy, tailored around the business.
And this is how GHA Marketing positions itself on, that an AI will hardly be able to support. Never say never…
Once the business, content & social media strategy is clearly defined and systematized, then it is time for the views. And here again, GHA Marketing will do better than AIs thanks to its team of professionals who are constantly testing and iterating on the different podcasts it supports.