For years, video has been the most powerful media form, but creating it hasn’t always been easy—it’s often costly, complex, and time-consuming. Yet, video still reigns as the most-watched content online, driving 80% of global internet traffic (Personify). Recognising the demand for video and the barriers to creating it, VideoSmart has developed Vidiu—a platform designed to empower professionals to produce high-quality, engaging videos with ease.
In this article, we’ll explore the tools, features, and use cases that make Vidiu a standout platform. But first, a message from the Founder of Vidiu, and Director of VideoSmart, Leilah Aintaoui.
“I am so proud to launch our latest SaaS tool, <a href="https://url.avanan.click/v2/___https:/www.linkedin.com/company/vidiu/___.YXAxZTptYmEtZGlnaXRhbDphOm86OTcxYjRkMmFkYzUwNWE2NTM2MzgyNzc3NTYxNjRlNTc6NjpkNjYwOmM3NGM1MWVkNjYyMzNlMDEzNjY0Zjk5ODliOGVlOGY3NmVmNGExMDgwM2YxMWZmYzZhMTE5NWFiZjE0ZjVlMTg6cDpUOk4">Vidiu</a>. This has been such a long time in the making, and we are incredibly excited. We have built a platform that sets a new standard in professional video creation. Our dedicated team has worked hard to ensure seamless usability and secure, reliable performance. This tool isn't just a product; it’s a game-changer for content creators and salespeople looking for a simple way to elevate their storytelling.
We hope you love it as much as we do - and with a roadmap of new features ahead, getting your feedback on what works, what doesn't, and what you want to see next, is so important.”
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<h4>Why Vidiu?</h4>
If you’re familiar with <a href="https://url.avanan.click/v2/___https:/www.videosmart.com/___.YXAxZTptYmEtZGlnaXRhbDphOm86OTcxYjRkMmFkYzUwNWE2NTM2MzgyNzc3NTYxNjRlNTc6NjowNTc2OjZkM2NiODdmZGMzNzlmMDc5YTgzYzFhYWJiOGQ1ZDNhMzYyOTFkZWRiNTFhNDhiOGZmYmViODBhZDZmYWM4MWQ6cDpUOk4">VideoSmart</a>, you’ll know we’re at the forefront of producing personalised and interactive videos that use cutting-edge technology to connect with audiences on a personal level. But in 2024, we’re enhancing our offering with an entirely new toolkit.
On a mission to eliminate the barriers of modern video creation, we’ve built a platform that brings simplicity and sophistication to anyone with a message to share. Designed for efficiency, Vidiu is tailored for professionals who want the freedom to create engaging, impactful videos without needing a full production team. Whether it’s a quick explainer, a product demo, a sales pitch or an internal update, Vidiu makes video simple by combining cutting-edge technology with an easy-to-navigate interface.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/02.png" width="1200" height="646" loading="lazy" alt="02" style="height: auto; max-width: 100%; width: 1200px;">
<h4>The Brand</h4>
Vidiu’s brand reflects our values: fresh, tech-forward, and approachable. The platform’s youthful, playful design complements its professional-grade capabilities, making it a place where creativity meets precision. Our aim is to keep things simple and efficient without sacrificing quality or fun—after all, video creation should be exciting! The platform’s playful touch is seen in its intuitive interface, colourful features, and vibrant animations, which make it feel approachable and enjoyable to use. At the same time, Vidiu maintains a professional edge with a strong focus on security-first features and high-quality outputs, ensuring it meets the demands of today’s businesses.
The ‘u’ in Vidiu stands for you. Our platform is designed with you at the centre of the experience, and the same goes for our messaging. With Vidiu, you’re not just creating a video—you’re creating a Vidiu, a video tailored specifically to your needs and purpose. Whether you’re showcasing a product, sharing insights, or telling a story, Vidiu empowers you to make it your own.
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<h2 style="text-align: center;">Powerful Features at Your Fingertips</h2>
So, what can you do with Vidiu? Vidiu’s features combine the latest in AI advancements with VideoSmart’s proprietary technology stack to help businesses get the most out of video.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/01.png" width="1200" height="644" loading="lazy" alt="01" style="height: auto; max-width: 100%; width: 1200px;">
<h4>Video Production: </h4>
Create a video in just 3 steps (and 3 minutes).
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Start by choosing a background—whether it’s inserting media, picking a colour, recording your screen, or even recording yourself. This is where your Vidiu begins.
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Next, decide who will narrate your video. You can opt for an AI Avatar, a recording of yourself positioned in the corner of the screen, or even generate text-to-speech audio for a polished, professional touch.
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 If needed, add additional scenes, or if you’re finished, hit “Generate” to create your Vidiu. Then, send and track your Vidiu with ease! 
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<h4>Video Hosting &amp; Sharing:</h4>
Host your Vidiu on a sleek, fully-branded landing page, complete with the option to add custom CTA buttons—empowering you to not only engage viewers but also drive meaningful action. Share your Vidiu in whichever way works best for you—whether through email, SMS, a direct link, or embed code.
<h4>Video Analytics &amp; Insights: </h4>
Stay on top of your Vidiu’s impact with real-time tracking. Your personalised dashboard gives you a detailed view of your video’s performance—tracking everything from views and clicks to key engagement metrics. With insights from the first play to the last click, you will know exactly which content hits the mark, helping you fine-tune your strategy and communicate even more effectively.
<h4>AI Video Tools:</h4>
Vidiu’s AI tools make video creation faster, smarter, and accessible to anyone. With text-to-speech for pro-quality narration and lifelike AI avatars as “virtual hosts,” you can produce polished, engaging videos anytime, anywhere—no setup needed. Whether you’re on the move or in low light, Vidiu’s tech lets you create captivating content effortlessly. And this is only the beginning; Vidiu’s AI capabilities are set to expand with even more innovative features on the way.
<h4>Best in Class Security:</h4>
Vidiu offers best-in-class security to keep your content protected. Our Cyber Essentials PLUS and ISO 27001/9001 certifications ensure rigorous standards, while multi-layer encryption safeguards sensitive data. With features like Single Sign-On, privacy controls, and custom user permissions, Vidiu provides flexibility and control over access and privacy settings. And with more security enhancements on the horizon, we’re committed to maintaining the highest level of protection.
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<h2 style="text-align: center;">How Vidiu Supports Today’s Business Landscape</h2>
Business communication should be engaging at the very least, and video is the most impactful way to make that happen. Vidiu’s versatility caters to everyone, from marketers and educators to sales teams and customer support. With video, businesses can better connect with clients, explain complex ideas, and build their brands—all within minutes.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/03.png" width="1200" height="644" loading="lazy" alt="03" style="height: auto; max-width: 100%; width: 1200px;">
<h4>Sell with Vidiu </h4>
94% of sales professionals say that video helps to build buyer confidence (Wyzowl). Vidiu makes it easy for sales teams to create compelling, personalised videos for pitches, product demos, and follow-ups, allowing them to connect with prospects in a more engaging, memorable way. By adding a human touch through narrated videos or virtual hosts, sales reps can stand out from the competition and build stronger client relationships.
<h4>Market with Vidiu</h4>
Vidiu empowers marketing teams to create engaging, ROI-driven content. With 92% of marketers reporting that video gives them a positive return on investment (Animoto), it’s clear that video is a must-have tool for impactful campaigns. The platform’s intuitive interface and time-saving AI tools allow marketers to create professional-quality videos quickly, without requiring specialised skills or resources.
<h4>Communicate with Vidiu </h4>
Vidiu simplifies communication by helping users create videos that clearly convey complex information or ideas. In fact, 78% of people say that video communication is more effective for demonstrating complex concepts (Wyzowl), making Vidiu an ideal tool for instructional, educational, or internal updates. By enabling users to add narration, visual aids, and even AI avatars, Vidiu helps ensure that key messages are both understandable and engaging, no matter the topic or audience.
<h4>Create with Vidiu </h4>
No tech skills? No problem. Vidiu is designed with simplicity in mind, allowing users to start creating professional-quality videos instantly. With Vidiu, anyone on your team can dive right in, thanks to a user-friendly interface that’s as intuitive as it is powerful. In fact, Vidiu requires no support and training to get started, meaning there’s no waiting for setup or costly onboarding sessions.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/04.png" width="1200" height="644" loading="lazy" alt="04" style="height: auto; max-width: 100%; width: 1200px;">
<h4>How to Get Started</h4>
Getting started with Vidiu is as easy as it gets. Just head to www.vidiu.co.uk and create a free account to start exploring our user-friendly video creation tools right away. With a free account, you can instantly create professional-quality videos without any hassle or setup. If you love the platform and want to unlock even more features, it’s easy to take things up a notch. Simply reach out to enquire about an enterprise account, which provides enhanced capabilities tailored for your team.
We’re excited to see how you’ll use Vidiu to tell your story and amplify your brand.
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<h4>Welcome to Vidiu. Professional Video. Made by you.</h4>
<a rel="noopener noreferrer" href="http://www.vidiu.co.uk/">www.vidiu.co.uk</a>
<a rel="noopener noreferrer" href="mailto:hello@vidiu.co.uk">hello@vidiu.co.uk</a>

On a mission to eliminate the barriers of modern video creation, we’ve built a platform that brings simplicity and sophistication to anyone with a message to share. 

Introducing Vidiu: The New Era of Professional Video Creation, Powered by VideoSmart

Recent research has revealed a concerning trend: people with low financial literacy are often financially worse off compared to their higher-literacy peers, even when their income levels are similar.&nbsp;&nbsp;
A study by abrdn confirms that financial literacy plays a critical role in financial well-being, particularly in areas like pensions and savings. The findings are alarming:&nbsp;
<h4>Pensions:&nbsp;</h4>
<ul>
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Lower-income individuals with low financial literacy are missing an additional £10,000 in their retirement savings compared to those with higher financial literacy.&nbsp;
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</ul>
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<li data-leveltext="" data-font="Symbol" data-listid="1" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="2" data-aria-level="1">
The gap is even more stark for higher earners - those with low financial literacy have £87,500 less saved for retirement than their financially literate counterparts.&nbsp;
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</ul>
Savings:&nbsp;
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<li data-leveltext="" data-font="Symbol" data-listid="1" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="3" data-aria-level="1">
Only 80% of high-income earners with low financial literacy have any savings at all, while 94% of those with strong financial knowledge are saving for the future.&nbsp;
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<li data-leveltext="" data-font="Symbol" data-listid="1" data-list-defn-props="{&quot;335552541&quot;:1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}" aria-setsize="-1" data-aria-posinset="4" data-aria-level="1">
For lower-income earners, the difference is just as significant: 66% with low financial literacy have savings, compared to 79% of those with a better understanding of their finances.&nbsp;
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</ul>
The pattern is clear – those with higher financial literacy are better positioned to save more for the future. As a company that specialises in video communication for financial services, we see this as an opportunity for financial institutions to step up their efforts to educate their customers.&nbsp;
&nbsp;<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20Financial%20Literacy%20Blog%20Images%20(2).png" width="703" height="527" loading="lazy" alt="VS Financial Literacy Blog Images (2)" style="height: auto; max-width: 100%; width: 703px; margin-left: auto; margin-right: auto; display: block;">
<h3>The Responsibility of Financial Institutions&nbsp;&nbsp;</h3>
A lack of financial literacy can lead to poor financial decisions, inadequate savings, and ill-preparedness for retirement. Financial institutions, while focused on providing financial products and services, also play a vital role in helping customers understand and thrive in the financial world. In fact, financial firms have a standard of care to maintain when adhering to the Consumer Duty set by the Financial Conduct Authority. The Duty sets high standards for considering customer outcomes, including enabling and supporting customers to pursue their financial objectives. The challenge lies in making complex financial information accessible and easy to digest.&nbsp;&nbsp;
This is where the power of personalised video shines. Research shows that individuals retain 95% of a message when they watch it in a video compared to just 10% when reading text. Videos can break down complex financial concepts into engaging, visual experiences that simplify understanding and drive action. By incorporating customer data, personalised videos create a one-on-one experience, offering clear, tailored explanations of everyone's finances.&nbsp;
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<h3>How Video Helps Increase Financial Literacy: Award Winning Campaigns&nbsp;</h3>
Our team have helped numerous financial institutions create personalised and interactive video campaigns that translate technical financial information into comprehensive, actionable messages. Over the years, we’ve helped our clients achieve success and recognition in their industries.&nbsp;
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20Financial%20Literacy%20Blog%20Images%20(3).png" width="703" height="527" loading="lazy" alt="VS Financial Literacy Blog Images (3)" style="height: auto; max-width: 100%; width: 703px; margin-left: auto; margin-right: auto; display: block;">
We have delivered award-winning campaigns that effectively adhere to the standards of the 2023 Consumer Duty for many years. Royal London, the largest mutual life insurance, pensions and investment company in the UK, won a Gold Workplace Pension Ratings Award for revolutionising their pension customer’s annual reviews with personalised video. Each video featured up to 15 points of personalisation in both text and audio, providing highly tailored video messages for every customer. Interactive call-to-action buttons at the end allowed members to view their full pension statements and check if they were on track for their desired retirement lifestyle. This approach led to impresive results, with a 328% uplift in industry average email click rates and 98% of videos played till the end. This campaign stands as a great example of how breaking down complex financial concepts with captivating video can foster better financial outcomes for customers.&nbsp;
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20Financial%20Literacy%20Blog%20Images%20(5).png" width="705" height="529" loading="lazy" alt="VS Financial Literacy Blog Images (5)" style="height: auto; max-width: 100%; width: 705px; margin-left: auto; margin-right: auto; display: block;">
Another campaign of note, delivered in partnership with a top pension provider, gained industry recognition for using personalised video to simplify their pension statements. This campaign was designed to simplify complex pension information, providing clear and engaging visual representations of each member’s retirement savings. The videos not only explained how current contributions would impact future living standards but also included interactive elements, such as calls to action that encouraged members to download their statements and use retirement calculators. As a result, the campaign saw an 88% email open rate, a 95% video completion rate, and an 86% interaction rate with the calls to action, leading to a marked increase in customer engagement and understanding of their pensions.&nbsp;
While we’re proud to be part of these award-winning projects, the real value lies in the tangible benefits our clients’ customers experience - simplified financial information, improved literacy, and empowered decision-making.&nbsp;
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<h3>Driving Financial Literacy Forward&nbsp;</h3>
Financial services companies can have a direct, positive impact on the financial well-being of their customers by investing in tools and solutions that educate and inform. As financial literacy becomes increasingly important, video communication stands out as one of the most effective ways to simplify financial concepts and drive engagement. With personalised, easy-to-understand video communications, financial institutions can help bridge the gap in financial literacy, and ensure that their customers are well-equipped to make smart financial decisions that impact their future, helping to achieve positive outcomes.&nbsp;
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<h4>Is your financial institution prepared to educate customers through video?&nbsp;</h4>
<h4>Contact us at <a href="mailto:hello@videosmart.com">hello@videosmart.com</a>, or visit <a href="http://www.videosmart.com/">www.videosmart.com</a>.&nbsp;&nbsp;</h4>
&nbsp;

Recent research has revealed a concerning trend: people with low financial literacy are often financially worse off compared to their higher-literacy peers, even when their income levels are similar.  

Boosting Financial Literacy with Video: A Powerful Tool for Financial Services

As companies race to stay ahead in a digital landscape underpinned by rapidly evolving technology, there's one crucial factor that can't be ignored: security. Without it, innovation is just a house of cards waiting to collapse.
The recently introduced Digital Innovation and Smart Data Bill (DISD Bill) reflects this reality. Its goal is to ensure secure data handling and the effective use of smart data for economic growth and improved service delivery. Financial institutions, which handle vast amounts of sensitive data, from account numbers to transaction details, must implement robust security measures to protect against unauthorised access and misuse.
But data protection in finance, or any industry, isn't just about compliance; it's a key driver of innovation. By prioritising security, companies can create an environment of trust, encouraging collaboration and creativity. At VideoSmart, we firmly believe that the best innovation is secure innovation, because in finance, innovation should never come at the expense of consumer trust.
To explore how security drives innovation, we quizzed some of the VideoSmart leadership team, Leilah Aintaoui and Claudio Batista.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20FS%20Blog%20Images%20(5).png" width="2776" height="1991" loading="lazy" alt="Leilah Aintaoui, Digital Growth Director of MBA Group" style="height: auto; max-width: 100%; width: 2776px;">
<h4>Leilah Aintaoui, Digital Growth Director of MBA Group.</h4>
<h4>When VideoSmart was first founded, how much emphasis was placed on security from the very beginning and why?</h4>
Security has been a cornerstone of our business since day one. From the beginning, we've prioritised robust data protection measures to ensure our clients' data is handled with the utmost care and confidentiality. Our commitment to security isn't just about compliance; it's about building trust and delivering peace of mind, knowing that their data is in safe hands.
<h4>How has our commitment to secure innovation helped differentiate VideoSmart in the martech space and contributed to our success, especially for clients in highly regulated industries like financial services?</h4>
Our commitment to secure innovation has been a key differentiator in the video technology space, particularly for clients in highly regulated industries. By incorporating the latest in security into every aspect of our solutions, we not only meet but often exceed industry standards. This approach has allowed us to build deep trust with our clients, who rely on us to protect sensitive data while delivering cutting-edge solutions. This trust has been instrumental in our success, as clients know they can count on us to innovate securely, helping them stay competitive without compromising compliance or security.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20FS%20Blog%20Images%20(3).png" width="2776" height="1991" loading="lazy" alt="Personalised Video for Financial Services" style="height: auto; max-width: 100%; width: 2776px;">
<h4 data-placeholder="Write here. You can also include @mentions." aria-label="Write here. You can also include @mentions.">How do we communicate our security practices and measures to our Financial Services customers to build trust and assurance?&nbsp;</h4>
We believe that transparency is key to building trust. That’s why we provide up to date and transparent documentation, regular security audits, penetration tests and dedicated briefings to our clients. By providing detailed insights into our security measures, from encryption protocols to data access controls, we ensure they understand how we protect their sensitive information. This open approach builds the trust and assurance they need to confidently partner with us.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20FS%20Blog%20Images%20(7).png" width="2776" height="1991" loading="lazy" alt="Claudio Batista, Head of Technology at VideoSmart." style="height: auto; max-width: 100%; width: 2776px;">
<h4>Claudio Batista, Head of Technology at VideoSmart.</h4>
<h4>How is sensitive customer data, especially financial data, protected during video creation, storage, and transmission?&nbsp;</h4>
At VideoSmart, protecting sensitive data is a multi-layered process that uses a combination of techniques, stringent processes, and rigorous controls to guarantee all sensitive data is secure.
We start with only using the essential data, discarding anything unnecessary and ensuring accurate mapping and thorough validation. Once data becomes part of a video, we lock it down tight and when it's time for your video to move, we protect its transmission with a digital bodyguard (encryption) that stays with it throughout its journey.
To support these measures, we provide annual training for all employees, including a mandatory assessment to ensure that every employee applies the required controls in their daily roles. We also conduct annual audits to ensure compliance with relevant regulations.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/VS%20FS%20Blog%20Images%20(2).png" width="2776" height="1991" loading="lazy" alt="Personalised Video for Financial Services" style="height: auto; max-width: 100%; width: 2776px;">
<h4>How does VideoSmart balance innovation with security in our platform’s development?</h4>
Balancing innovation and security is at the heart of our development philosophy. At VideoSmart, we’ve created a development lifecycle that integrates both aspects seamlessly. Here’s how we strike that balance:
Our approach combines security measures with agile development practices. We've implemented a comprehensive system of checks and balances, including regular code reviews and automated testing, to catch potential issues early. A series of continuous integration and continuous deployment pipelines incorporate automated vulnerability scanning ensuring that security is consistently maintained without slowing down innovation and as we push the boundaries of what's possible with video marketing, we're also maintaining the highest standards of data protection.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/Picture3.jpg" width="942" height="675" loading="lazy" alt="VideoSmart Dashboard" style="height: auto; max-width: 100%; width: 942px;">
<h4>As for the future, how do you see security shaping martech innovation? What emerging trends are we preparing for?</h4>
The increase in regulations related to data privacy and protection is reshaping the future of martech innovation. &nbsp;
Just in last few months, operating systems and browsers have implemented increasingly strict measures to limit the amount of information shared between consumers and the websites they visit, pushing the industry towards explicit consent models and first-party data strategies. This shift is challenging traditional marketing practices but also driving new creative thinking in how we engage with consumers.
Looking ahead, AI and machine learning will become central in martech evolution. These technologies will enhance data analysis, predictive modelling, and personalisation, enabling deeper insights and more tailored customer experiences.
<h4>Conclusion</h4>
The future of financial martech is being reshaped by an increasing focus on data privacy and security. As regulations tighten and consumers demand greater control over their data, businesses that innovate responsibly, will foster stronger, trust-based relationships with consumers while delivering more effective marketing solutions.
At VideoSmart, we’re not just ready for the future, we’re leading the way. By embedding security into every step of our process, we deliver cutting-edge video solutions to our clients without ever compromising on data protection.
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<h4>Want to dive deeper into financial services innovation? Download our recent whitepaper where we laid the groundwork for navigating upcoming legislative changes in financial services marketing.</h4>
<h4><a href="https://pages.videosmart.com/videosmart-navigating-new-rules-whitepaper-form?utm_content=307270495&amp;utm_medium=social&amp;utm_source=linkedin&amp;hss_channel=lcp-15154047" rel="noopener">Get your copy here.&nbsp;</a></h4>
&nbsp;
Is your financial institution ready to innovate securely?
Contact us at <a rel="noopener noreferrer" href="mailto:hello@videosmart.com">hello@videosmart.com</a>.
<a rel="noopener noreferrer" href="http://videosmart.com/">videosmart.com</a>
&nbsp;

As companies race to stay ahead in a digital landscape underpinned by rapidly evolving technology, there's one crucial factor that can't be ignored: security. 

Secure Innovation, it’s a survival strategy. Why financial data protection fuels growth.

News just in: Gen Z accounts for over 30% of the world’s population. What’s more, they’re expected to reach 27% of the workforce by 2025.

It's a Gen Z World: VideoSmart's Insight's Newsletter

We're bringing out our trends barometer to assess 'what's hot and what's not' in the world of technology and marketing in this month's deep dive into our Insights Newsletter. 📰 &nbsp;
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/header%20image%20(2)-1.png" width="6912" height="3456" loading="lazy" alt="What's Hot: Reactive Marketing 🔥" style="height: auto; max-width: 100%; width: 6912px;">
What's in? 🔥&nbsp;
Reactive Marketing. 🏃
Reactive marketing is the latest trend, showing how big brands break through red tape to seize opportunities in real-time pop culture. The perks? (Mostly) great PR, viral potential, and bonus brand growth. But which brands are truly nailing it?
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/1-Mar-22-2024-02-00-01-4734-PM.png" width="2240" height="1260" loading="lazy" alt="GAP x Jungle's 'Back on 74' x Tyla...but are they too slow on the mark?" style="height: auto; max-width: 100%; width: 2240px;">
🌴 GAP launches their SS24 linen collection with a music-video-style campaign featuring rising star Tyla dancing the choreography that took over TikTok to Jungle’s ‘Back on 74’.
The video is a mesmerising nod to the brand’s iconic 90s ads. But are GAP too late in the game? With over 7 months having passed since the tune took over TikTok, we can only imagine the potential virality missed out on by taking the long road to this launch.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/2-Mar-22-2024-02-00-00-0449-PM.png" width="2240" height="1260" loading="lazy" alt="Lush x Saltburn Bath Bomb" style="height: auto; max-width: 100%; width: 2240px;">
🛀🏼 In a rather tongue-in-cheek move, Lush jumps on the shock factor stirred up by Jacob Elordi’s infamous bath scene by releasing their ‘Saltburn’ bath bomb. As the film was ranked as Prime Video’s No. 1 film over Christmas, we’d say it’s an ingenious move for the brand.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/3-Mar-22-2024-02-00-00-1729-PM.png" width="2240" height="1260" loading="lazy" alt="Heinz's 'Ketchup Insurance'" style="height: auto; max-width: 100%; width: 2240px;">
🍅 Heinz takes on a different type of ‘reactivity’ in the marketing space. We’ve steadily seen User Generated Content (UGC) take precedence over (paid) influencer content. Heinz Arabia’s latest ‘Ketchup Insurance’ campaign is a great strategic move, compelling consumers to post their ‘ketchup calamity’ claim, aka ketchup stains, on social media tagging @HeinzArabia to make a claim. With 48% of those surveyed reporting red sauce-related accidents to the brand, we’re expecting to see the splotches all over our feeds. 
What’s out? ❌
The Unknown. 👽
Recent headlines leave us wondering, is online trust at a point of no return?&nbsp;
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/5-Mar-22-2024-02-00-01-3404-PM.png" width="2240" height="1260" loading="lazy" alt="TikTok's Potential US Ban" style="height: auto; max-width: 100%; width: 2240px;">
⏰ Is the clock on countdown for TikTok? 🎶 The social platform faces being banned for good in the US unless it's sold to a buyer that satisfies the US government within 6 months. It’s not the first country to take extreme measures against the app, whilst India holds a permanent ban, a large number of countries (including the UK) have been working to ban the platform from government official devices.
With questions like ‘Does TikTok use Wifi’ posed in TikTok’s congressional hearing in 2023, there is doubt around these institutions’ ability to effectively legislate tech. The potential ban is a reflection of the US government’s concerns around the platform’s relationship with the Chinese government and their handling of user data.
Concerns regarding data security, inappropriate content, and synthetic media in the tech industry are coming to a head. Implementing global transparency and data protection would be an effective but highly complex solution to these concerns for technology companies and governing officials.
<img src="https://20378409.fs1.hubspotusercontent-na1.net/hubfs/20378409/4-Mar-22-2024-02-00-01-7109-PM.png" width="2240" height="1260" loading="lazy" alt="Mother's Day Photo Scandal for Kate Middleton" style="height: auto; max-width: 100%; width: 2240px;">
👑&nbsp;Did Kate Middleton’s Mother's Day photo scandal reveal a crisis of confidence in digital media?
The image in question does not appear to have been generated using AI. Rather, it seems to be a poorly edited image that was created to be passed as authentic. Such deception coming from a highly reputable institution only adds to the growing distrust in online media. The recent advancements in AI have also contributed to this skepticism.
“Synthetic media seems poised to act as an amplifier--a vehicle to exacerbate the misgivings, biases, and gut feelings of anyone with an internet connection.” &nbsp;The Atlantic columnist Charlie Warzel writes.
It’s a commonly accepted principle that ‘we fear what we don’t understand’. Whilst the recent developments in AI provide a wealth of opportunity for us to progress as a society, do we need to take a step back to help the wider public be able to differentiate between the authentic and the synthetic?
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Is online trust at breaking point? ⚠ Discover what's in and what's out in tech and marketing with this month's Insight's Newsletter 💥. Plus: GAP & Lush ace pop-culture campaigns ✅, Royal Trust is on the line 👑, & TikTok could be gone for good ❌.

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