Social media moves faster than ever. Algorithms change overnight, audiences scroll in seconds, and what worked last month may already be outdated. Yet, for Chris Lavigne, Creative Director at Wistia, this chaos is what makes it exciting.
Speaking on a recent The Marketing Meetup webinar, Chris explained how AI is changing the way video teams create and distribute content, why experimentation matters more than perfection, and how to stay authentic in a world full of synthetic media.
Below is a summary of the key lessons from his talk, written with an AI helper (so please excuse any tiny errors).
Table of Contents
- Why Social Video Is a Different Beast
- How AI Supports Social Video Creation
- Repurposing and Atomising Content
- Experimentation: The Secret Ingredient
- Finding the Right Platform
- AI Tools That Boost Creativity
- Humanity Is Still the Differentiator
- Using AI Responsibly
- Practical Advice for Marketers Starting Out
- Conclusion
Why Social Video Is a Different Beast
When it comes to video, not all platforms play by the same rules. Social media, Chris said, is built on short attention spans and relentless algorithm shifts. The goal is simple: stop the scroll.
For brands, that means producing content designed for instant engagement. The shelf life of a post is short, and formats evolve constantly. “There was a moment,” he recalled, “where LinkedIn went absolutely wild for vertical video. If you weren’t adapting, you were invisible.”
That reactivity, he argued, is what separates effective social video from traditional brand storytelling. Creative teams must be built for speed, experimentation and volume, not long campaign cycles. And AI can play a major role in enabling that.
How AI Supports Social Video Creation
AI is already helping creators manage the fast pace of social platforms. Chris described how his team at Wistia uses tools like Runway, CapCut, Descript, and Wistia’s own editor to resize, reformat and repurpose videos for multiple aspect ratios and channels.
Runway, for example, can automatically extend or fill parts of a frame that were never filmed. A horizontal video can become vertical without cropping, because the AI “imagines” what might exist above and below the shot. The results are not perfect, but they are improving fast.
For smaller teams, AI offers a huge advantage. It makes it possible to create high-quality, platform-specific content without a full production crew. Chris’ advice was simple: start experimenting with repurposing. Webinars, livestreams and interviews are ideal raw material.
Repurposing and Atomising Content
The most effective strategy in 2025, according to Chris, is repurposing existing content into shorter, shareable clips. AI tools can now analyse a transcript, identify key themes and automatically cut relevant moments for social posts.
He compared this to Ross Simmonds’ famous phrase: “Create once, distribute forever.”
But he also stressed that context still matters. AI might find a strong soundbite, but it often misses the set-up that gives the clip meaning. Human editors are still essential for connecting those pieces into a story that makes sense.
Sometimes, he said, the best results come from human-AI collaboration. Let AI suggest potential highlights, then let a person craft the narrative flow and emotional beats.
Experimentation: The Secret Ingredient
Chris is a firm believer in trying new ideas quickly. “You can try the walking tripod. You can try lighting yourself on fire. You can try turning into a fisherman. If it works, great. If it doesn’t, people will forget in a day.”
The point, he said, is that social video is a playground. Because content cycles move so fast, creators have permission to be bold. Audiences expect experimentation and humour. For B2B brands especially, small risks can lead to big differentiation.
“Know your brand and understand how far you can push it,” he added. “If you’re a funeral home, maybe not. But if you’re a B2B brand, people get it. You’re trying to stand out.”
Finding the Right Platform
Not every social channel rewards the same behaviour. Chris urged marketers to choose a platform that fits both their audience and their personality.
For instance, YouTube prioritises watch time, so creators should focus on hooks, engagement loops and strong endings. LinkedIn rewards conversation in the comments more than pure views. Twitter (or X) values consistency and repetition around key topics.
“If I were starting from day zero,” he said, “I’d pick one platform where my audience already is and show up consistently. That’s how you build momentum.”
AI Tools That Boost Creativity
Chris shared several tools his team uses daily:
- ChatGPT, Claude, and Grok for idea generation and scripting.
- 11 Labs for voice synthesis and audio correction. It can even clone a voice to fix minor errors without reshooting.
- Midjourney for image generation and concept art.
- Nanobanana, a new Google tool, for changing camera angles in static images to create dynamic storytelling.
- Runway for video expansion and animation.
Used together, these tools make production faster without replacing the human eye. “You still need taste,” he said. “Just because you can generate it doesn’t mean you should.”
Humanity Is Still the Differentiator
One of Chris’ strongest messages was about authenticity. “Now could actually be your time to stand out by being real,” he said.
He criticised the rise of AI avatars and synthetic influencers used for outreach or fake personalisation. “If someone sends you a message with an AI avatar pretending to be a human, it does the opposite of what they intended. It breaks trust.”
The opportunity, he argued, is to use AI to enhance humanity, not replace it. Use it to clean audio, improve captions, or fix lighting. But keep the human face of your brand front and centre.
“People still want to know they’re doing business with other people,” he said. “Your quirks and imperfections are your best marketing assets.”
Using AI Responsibly
Chris often quotes Jurassic Park: “Your scientists were so preoccupied with whether they could, they didn’t stop to think if they should.”
Generative AI gives creators unprecedented power, but also new ethical responsibilities. Using it carelessly can lead to a flood of “AI slop” , content that looks good but feels empty.
Instead, he encourages teams to ask: does this use of AI add meaning or remove it? Does it help our audience trust us more or less? The answer should guide every creative decision.
Practical Advice for Marketers Starting Out
If you are new to AI and video, start with small, safe experiments. Use AI to:
- Reformat existing videos for new platforms.
- Create highlight clips from webinars.
- Add captions or translations.
- Test different hooks or thumbnails.
Avoid replacing people or faking authenticity. Instead, aim to make your existing content work harder and reach further.
Conclusion
Chris’ philosophy on AI and social video is refreshingly balanced. AI is a creative accelerator, not a creative replacement. The best results come from combining human intuition with machine precision.
He summed it up best: “Social video is about speed, experimentation and connection. AI helps us move faster, but it’s the human side that makes people care.”
As algorithms evolve and feeds grow noisier, the brands that will stand out are not the most polished, but the most personal.