THE CHALLENGE

Bringing our AI Video Generator to marketing teams and social media professionals

AI video generation has come a long way since those weirdly addictive clips of Will Smith eating spaghetti. Every week, a new generation model promises to revolutionize the industry—but the real challenge remains the same:

Getting freelancers and marketing professionals to adopt this technology.

As part of Freepik’s AI Video Generator team within the marketing department, my role is to identify and use the best channels to communicate each new launch of our video generator.

All alligned with Freepik’s vision of being an all-in-one creative suite, where every tool is perfectly connected, integrating them into different use cases that add real value to our target audience.

THE RESEARCH

Freepik has its own research team that regularly conducts user interviews to understand how people use the AI Video Generator and what challenges they face.

Combining its learnings with active social media listening, we’ve been able to refine our messaging about the generator and the various models we’ve incorporated over time—turning it into a genuinely useful tool for marketing teams and industry professionals.

THE COMPETITION


Freepik has found a unique positioning as a full creative suite where anyone can find creation and editing tools alongside a vast content library.

During this transition, Freepik has shifted its competitive landscape—from going head-to-head with Canva, Shutterstock, and Getty Images to now competing with AI-focused companies like Midjourney and Krea.

Within Freepik’s video generator team, our main competitor is Krea, a suite that offers similar tools and operates in the same way: acquiring different AI models to integrate them into its own video generator.

With such similar products, the key differentiator lies in communication, brand tone, and voice. Both Freepik and Krea are in a week-to-week race to be the first to announce the latest model or feature.

 

 

OUR COMMUNICATION

Since Freepik’s evolution from a stock content platform to a creative suite began, its tone of voice has also evolved.

The "joyful rebellious" tone—a playful, creativity-driven tone introduced in late 2023 as part of a rebranding process—has gradually moved towards a more professional and refined approach. We aim to inspire trust and credibility, focusing on specific use cases rather than “empowering” creativity as an abstract concept.

Internally, our copywriting team has worked extensively to implement this change, adapting it across Freepik’s various channels: social media, email campaigns, SEO-driven landing pages, and blog articles.

As a copywriter, my daily work involves writing blog articles, product landing pages, social media campaigns, and email marketing. At the same time, I proactively explore ways to help designers and marketers understand and integrate our tools into their projects and businesses.

Beyond my professional work and personal projects, I also introduce Freepik tools little by little into brands and businesses run by family and friends.