If you aren‘t familiar with The Hustle, it’s a media entity known for its offbeat and irrelevant spin on the news (case in point: The Corporate Marriage of Pop Tarts and Crocs).
Fans of The Hustle have struck content gold. They can subscribe to their daily newsletter, now 2+ million subscribers strong. They can listen to their podcast, or watch their YouTube videos. And if they still need an extra fix, they can hit “follow” on one (or all) of their social media accounts.
It’s no secret that The Hustle is a content engine – but with the emergence of AI, their workflow is starting to change.
This article is available in its entirety at:
https://blog.hubspot.com/marketing/the-hustle-team-ai
By: Erin Rodrigue
Publication Date: 2023-09-11
Repurposing content across social media.
The Hustle is everywhere on social media, enabling them to reach an audience that spans every corner of the internet. As Taryn Varricchio, Editorial Manager of The Hustle’s YouTube channel, puts it, “Not every YouTube viewer is a dedicated TikToker, and vice versa. By sharing different forms of our content, we can reach these audiences and give extended life to our long-form stories,” she told me.
However, adapting their content to different platforms can be a time-consuming process. This is where AI can help.
Varricchio uses AI to convert long-form content into bite-sized YouTube Shorts. Using the tool vidyo.ai, she enters the URL from the long-form video, and the tool returns with several snippets of the video.
For example, the YouTube Short below is a snippet of a longer, seven-minute video on their YouTube channel. With the help of AI, Varricchio was able to maximize the mileage of the longer video and meet her audiences in more than one place.
Making room for more creative work.
“Fortunately, we feel like AI can’t out-creative us just yet,” Ben Berkley, Managing Editor of The Hustle, told me.
After all, it’s hard to imagine an AI chatbot cooking up such titles as How to Barbecue In Outer Space or Seaweed-Sinking Robots Are Tackling the Climate Crisis. Although this might change in the future, for now, Berkeley and his team are dabbling with AI to make room for more creative work.
He told me, “We’re taking it upon ourselves to experiment with every tool available to us — whether it’s helping us distill complicated concepts more efficiently, creating new kinds of graphics that could accompany our stories, or just simply helping us with administrative work.”
Over on The Hustle’s YouTube channel, Varricchio and her team use AI to streamline the research stage of content creation.
“As journalists, content creators, and video scriptwriters, our teams constantly need to research, read articles and reports, and sift through the clutter online to find reputable sources. AI can help us summarize research and highlight key points from articles and reports that could otherwise take hours to read through,” she told me.
However, Varricchio points out that AI doesn’t remove the need to fact-check or confirm their sources. While it streamlines the research stage, she still has human guardrails in place to check for quality.
Experimenting with AI as an alternative to stock imagery. While most creative teams rely on stock photos, Ben Harmanus, Principal Editorial Lead at HubSpot, is experimenting with AI-generated images for videos.
Read the rest of this article at:
https://blog.hubspot.com/marketing/the-hustle-team-ai
By: Erin Rodrigue
Publication Date: 2023-09-11