Businesses that invest in multiple advertising channels quickly run into the same problem: one video does not work everywhere. YouTube, Instagram, and TikTok, as well as advertising displays in physical stores, all require their own version. In addition, the volume of campaigns and the pace at which they change mean that new videos must be produced on a continuous basis. This drives up costs, places a burden on those producing the content, and makes it harder to respond quickly.

Traditional video production is often slow and expensive. Every new version requires manual editing, separate rendering, and rounds of review. Even minor changes — such as a price, a piece of text, or an image — can mean creating an entirely new file. Scalability is almost impossible, which often results in a business publishing fewer videos than would be sensible from a marketing perspective.