Effective assistance of video marketing strategies through AI applications

: the case of YouTube as a social media platform

Abstract

This thesis explores the effective integration of artificial intelligence (AI) into video marketing strategies, using YouTube as a case. Through literature review, expert interviews and a practical use case, the study explores how AI can enhance different stages of a video strategy. In addition, the paper examines the differences between video marketing strategies on the platforms YouTube and LinkedIn, highlighting the unique characteristics, algorithmic behaviors and audience engagement patterns. Findings suggest that while AI can significantly assist video marketing strategies, human oversight remains essential to maintain authenticity and emotional resonance. The outcomes offer theoretical insights into the intersection of AI and marketing psychology. Furthermore, they provide practical guidance for implementing AI in platform specific video strategies.

Date of Award	4 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	René Bohnsack (Supervisor), Arash Rezazadeh (Supervisor) & Cláudia Antunes Marante (Supervisor)