Automating Video is the Future of Online Storytelling

Automated video is more than just a buzzword. Here's how companies can use new tools to increase efficiency and audience engagement

Zohar Dayan 10:2621.12.17
Video content is visually appealing, highly shareable, and easy to consume on desktop computers and mobile platforms alike, making it the driving force behind the visual revolution of journalism and the preferred content format across most online services. Today, publishers are turning to automation technologies to help facilitate this shift towards visual storytelling. Its use is becoming so widespread that not using some form of automation in content creation will soon be as absurd as choosing not to have power steering in your car.


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While publishers do lean heavily on video as a revenue stream, its impact goes far beyond its financial benefits. Today, video is key to distinguishing your brand, building awareness, and establishing audience loyalty, all crucial aspects of maintaining a healthy business.


Wibbitz founders Zohar Dayan and Yotam Cohen. Photo: Orel Cohen Wibbitz founders Zohar Dayan and Yotam Cohen. Photo: Orel Cohen


Before, audiences could only read the latest in entertainment, fashion, or sports. Now, they have the choice to view it as well, and the vast majority of consumers are happy to do so. For many publishers, social media channels are now a primary source of traffic, creating opportunities to capture audiences in-feed and drive traffic back to their own sites, establish a loyal audience base and discover new audiences. Thanks to automation tools, publishers can now easily create social media friendly videos in different formats, optimized for each channel.



Automated video is often perceived as “robotic” or devoid of human creativity and nuance, but this perspective lacks a true understanding of how automation tools work. Videos produced using automation maintain the same level of creative storytelling as any other video. The difference is in the production process, not the final product. Audiences are demanding video, but they are not going to watch anything that fails to tell a meaningful story in a visually compelling way. Automation is a tool that enables more time for creativity by eliminating the tedious parts of production, making video creation more efficient and effective.


In order to properly sustain a video strategy that scales informative, professional, and moving video content across multiple platforms, formats and topics, publishers need to leverage technology. By supporting their efforts with automation, publishers can focus on injecting their creative vision and brand voice into every video to distinguish themselves within today’s competitive content landscape. Automation does not mean robots creating endless, meaningless videos, it is simply a way for content creators to improve their processes and produce more impactful visual storytelling.


Zohar Dayan is the CEO and Co-founder of Wibbitz, an automated video creation company with offices in Tel Aviv, New York, and Paris.

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