OpenAI's Sora Text-to-Video Tool for Marketing

OpenAI has launched Sora, its text-to-video tool. Capable of creating videos based on simple prompts, this AI video generator could come in handy if used as part of your chiropractic marketing strategy. Let’s explore the pros & cons of making videos with Sora. 

What Is Sora? 

Sora is a new artificial intelligence tool from OpenAI, makers of ChatGPT. It’s essentially a video-to-text generator—the user enters a prompt describing what they want the program to create, and Sora responds accordingly. 

Sora offers several unique functions: 

• Remix: Allows you to alter elements in generated videos with follow-up prompts. This effectively lets you edit an existing video to better fit your vision. 
• Re-cut: Lets you generate additional video before or after a particular frame, extending the clip. 
• Storyboard: Orders videos in a sequence, ala storyboarding for a film, allowing you to edit clips together and tell a story. 
• Loop: Allows you to edit videos into a short loop.
• Blend: Combines two separate videos into one.
• Presets: Creates videos based on a preferred style, including current options like papercraft, an archival filter, and a black-and-white noir filter. 

How Much Is Sora? 

Sora is currently included in the ChatGPT Plus and ChatGPT Pro subscriptions. The former costs $20 a month and includes: 

• ChatGPT perks such as higher messaging limits, standard and advanced voice modes, and opportunities to trial new features
• Ability to generate up to 50 priority videos
• Max 720p resolution
• 5-second max duration

ChatGPT Pro costs $200 a month and includes: 

• ChatGPT perks such as unlimited access to GPT-4o and advanced voice
• Ability to generate up to 500 priority videos
• Max 1080p resolution
• 20-second max duration
• Generate up to 5 videos concurrently
• Watermark-free downloads

Pros and Cons of AI Text-to-Video Generators for Marketing

The obvious benefit of using an AI text-to-video generator like Sora is the power to quickly create unique videos with little in the way of creative inhibition. This tool ostensibly allows you to turn any thought or idea into a video, and that video can be used as part of your marketing campaign. Sora specifically provides a greater level of customization with features like Remix and Re-cut, letting you create videos that are closer to being exactly what you have in mind. 

To fully take advantage of Sora in your marketing strategy, you’ll likely want to upgrade to the $200/month ChatGPT Pro level so you can generate more videos in higher definition without watermarks. This may be a high barrier, especially since video marketing is just one element of a sound chiropractic content strategy. 

When it comes to using AI, there are of course ethical concerns. AI text-to-video tools generate images based on aggregation, so it’s not impossible that AI-generated videos may steal the work of real artists. More to that point, using AI provides less input and creative freedom than working with a real human being. 

Another important consideration is your audience. Sora-generated videos may be eye-catching, but they may not be the best fit if you’re creating content for a chiropractic practice. Your goal, ultimately, is to show past and potential patients the value of your products and services, and this is best done with content featuring real patients and staff. AI videos can be spectacular, but they’re far from authentic.  

Build a Human-Centric Marketing Plan With Page One Digital

Videos can be an effective way to enhance your content marketing strategy, but it’s just one piece of a larger puzzle. Page One Digital can help you put those pieces together and determine whether tools like an AI text-to-video generator serve your needs. Reach out to our team for your free evaluation, and we’ll let you know how we can help you create a chiropractic marketing strategy that gets results.