Digital marketing is being changed by deepfake technology. Although this technology is new, it is beginning to create a marketing experience that is highly immersive.
Deepfake technology is a kind of machine learning called ‘deep learning’ which lets computers learn how to carry out tasks they are not explicitly programmed to do. It also helps computers to recognise things within images, such as objects or people. Deepfakes allow computers to carry out image synthesis, for example combining two images to make one new one.
Deepfake Pros
The pros of deepfake technology include a lower cost for creating video campaigns, an extremely personal experience for consumers and it can be used to make improvements on multichannel campaigns.
Low Cost
Video campaigns can be made significantly cheaper by making use of deepfake technology as there is no need to pay in-person actors. To create deepfake videos, companies can instead buy the license to use an actor’s identity and then make use of any existing digital footage they have the rights to, change the dialogue for your campaign and end up with a whole new video.
Better Omni Channel Campaigns
Because real actors are not required in person for deepfake marketing campaigns, content can be easily repurposed to be used across several marketing channels, without having to spend significantly more time or money on it. Videos can be edited easily without having to shoot new content to be used across social media channels.
Hyper-Personalization
Another benefit to deepfake technology is the personalisation options it brings. Businesses are able to change the look of models to help customers to see how clothes or products will look on their body types, and can be usede to create the same video in many different languages. Marketing campaigns can be altered to match the location of a customer with just a few simple clicks, which can help brands to reach a wider audience and increase the accessibility of their products.
Deepfake Cons
As beneficial as deepfake technology can be, there are of course also some potential drawbacks, such as a decrease in customer trust due to fake product reviews and fraudulent customer complaints.
Lack Of Trust
The most common and harmful impact a business is likely to face from deepfakes is the lack of customer trust. This is because deepfake technology can be used to make fake videos, which can lead to no videos being entirely trustworthy. Although you may be able to tell if you know the subject of the video personally, most customers would be unable to tell if a video was real or fake.
Customers may feel that they are being manipulated by a deepfake marketing video or fake positive reviews, which would be a violation of ethics. However, deepfakes could be used ethically too, for example, if deepfake technology is used to tell a brand story.
Increase In Scams
As well as a lack of customer trust, there is a worry that deepfake technology could lead to an increase in scams. This could include brands or customers creating fraudulent accusations against businesses or even creating fake testimonials from customers or creating product reviews which are much more positive than the product is deserving of.
How Marketers Can Use Deepfakes In Their Campaigns
When it comes to using deepfake technology in your own marketing campaigns, there are several ways that it can help.
Influencer Campaigns
For example, you would be able to create influencer marketing campaigns and affiliate campaigns with only a small selection of digital footage, rather than having to be with your affiliate for hours on end shooting content. This is great not only for modern-day influencers and affiliates but also opens up the doors to using famous and historical figures in your marketing campaigns, provided there is video and voice footage of them already in existence.
Experiential Campaigns
Another way that brands can make use of deepfake technology is by using it to help the consumer be fully immersed in their shopping experience. This can come in the form of product demonstrations where deepfakes are made of clients using their products, or even on ecommerce shopping sites where the faces and bodies of consumers can be used to “try on” clothes online.
Summary
Deepfake technology is still being developed and evolved, and it looks like it is here for good. In terms of digital marketing, there can be pros and cons both, however, if they are used correctly deepfakes could end up being extremely financially beneficial and help brands to widen their audience reach.
As long as this technology is not used in a malicious way, there is no reason why brands shouldn’t make use of this new and exciting technology in their digital marketing campaigns. Keep away from fraudulent campaigns or reviews, and make sure to get permission before using anyone’s image and you too can introduce deepfake technology into your digital marketing campaigns.
