Descript is awesome wow
Taking a break from my usual writing tool obsession to share something that's genuinely impressive.
My new role has me working with Descript, and I think the in-house startup marketers on this list might find this interesting.
We have long-form high-production-value videos of customers who were on site and at events. Really high quality footage - we're talking dozens of hours of this stuff. The problem was always turning these into social content without spending forever on it.
Descript is solving this for me. I use AI to scan through transcripts and find the exact moments I need. The functionality is all there - removing filler words, speeding up sections, adding captions. All the stuff you need for social that doesn't look amateurish.
I'm basically a one-person content shop now. I take these videos and in a few hours have enough quality social content for weeks or months. And since it's actual customer content we created together, I know it's on point.
It's still content that is hard to create and requires process and fine-tuning. Most importantly, it needs editorial judgment and understanding of the market to know what's important to pull out. But with all those pieces together, a lot of the logistical heavy lifting is done for me so I can focus on strategy and the thinking I do best. Absolutely magical.
This might not seem like a big deal to some of you, but having this additional piece of leverage is making a huge difference for me. I can get all this valuable content to market without a massive team behind me.
Most companies still do social wrong. AI is finally making it possible to do it right without killing yourself in the process.
Brooks
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