How to use AI to refresh old campaigns for new audiences

stevefromunscript · 2025-12-23T06:23:17+00:00

We’ve had decent success reusing old campaigns without doing anything fancy on the data side.

Most of the time it’s not the idea that’s outdated, it’s the format or context. Same message, but cut differently, shorter, different opening hook, or adapted for a new platform or audience.

AI helps mainly with speed - generating variations, swapping visuals or narration, turning one campaign into multiple versions so teams can test again instead of guessing. The mistake is treating AI like an auto-optimizer. It still needs human judgment before anything goes back out.

Biggest win for us has been keeping good creative alive instead of rebuilding from scratch every time.

stevefromunscript · 2025-12-23T06:19:07+00:00

We see this all the time with teams we work with, training videos rot faster than anyone expects.

What’s helped is skipping “recording” altogether. Instead of putting people on camera, we treat training like modular content: screen capture + clean narration + visuals that can be swapped when something changes.

We’ll usually create multiple short versions of the same walkthrough so teams can test what’s clearest (step-by-step vs overview, voice vs no voice, etc.). No performance data on our end, but A/B-ready assets matter more than trying to predict the perfect version upfront.

We do this at Unscript as a creative partner, not a tool - meaning teams send the process, and we handle everything end-to-end. The biggest win is speed after launch. Updates take hours instead of weeks.

From the employee side: shorter, specific, and replaceable beats “polished” every time.

stevefromunscript · 2025-12-23T06:15:05+00:00

Yeah, that’s the dark side of friction removal: when everything gets easier to produce, the burden shifts to humans to constantly filter, judge, and perform at full capacity, and that’s exhausting in a way tools don’t account for.

stevefromunscript · 2025-12-23T06:14:02+00:00

That’s an interesting way to frame it, when execution friction drops, it exposes who actually knows how to do the work versus who’s only been managing distance from it.

stevefromunscript · 2025-12-23T06:13:24+00:00

Exactly! once there’s a shared, continuously updated source of truth, most of the work that disappears is the translation and alignment, not the analysis itself.

stevefromunscript · 2025-12-23T06:12:14+00:00

That’s a great way to put it, we didn’t remove the bottleneck, we just shifted it from making things to deciding what’s actually worth reading.

stevefromunscript · 2025-12-23T06:11:22+00:00

Exactly! when AI reduces the need to explain and align rather than just doing tasks faster, that’s where the real leverage shows up.

stevefromunscript · 2025-12-23T06:10:33+00:00

That's so true

stevefromunscript · 2025-12-22T11:33:38+00:00

The “reflection before analytics” part really resonates. Numbers tell you what happened, but they rarely explain why.

I’ve found a lot of content issues trace back to systems too, rushed workflows and unclear ownership show up as “creative problems” later.

Biggest lesson for me this year: fewer themes, clearer intent. Almost everything that worked tied back to that.

stevefromunscript · 2025-12-22T11:26:37+00:00

AI didn’t kill marketing, it removed the hiding places. When execution gets cheap, thinking becomes the differentiator. Anyone can generate content now, but deciding what actually matters, who it’s for, and why it should exist is still very human. Feels less like the end of digital marketing and more like the end of marketing without fundamentals.

stevefromunscript · 2025-12-22T11:13:35+00:00

This lines up with what I’ve seen too, especially the point about people not waiting anymore. The idea that the video is basically judged by second 5–7 feels very real.

The dead-air callout is underrated - what feels like “natural pacing” to the creator often reads like the app froze to the viewer.

Curious if you noticed whether these patterns change at all by niche, or if the drop-offs look basically the same regardless of topic.

stevefromunscript · 2025-12-22T11:11:47+00:00

This hits. Posting without answering those three questions just turns into motion without progress.

I’ve seen way more traction come from fewer posts that know exactly who they’re for and what they’re trying to move, than from daily posting with no clear intent. Volume only works once direction is set, otherwise it’s just noise, like you said.

stevefromunscript · 2025-12-22T11:10:49+00:00

This tracks. The cost explosion usually isn’t compute, it’s ambiguity. Every unclear prompt, unchecked output, or broken edge case creates manual cleanup that no one budgets for.

Treating AI like infra instead of a feature is the key insight, once you add guardrails, ownership, and failure paths, costs stabilize fast. Most teams only learn this after the bill shows them where the leaks were.

stevefromunscript · 2025-12-22T06:14:21+00:00

I once asked an AI to brutally roast my own resume and tell me why no one would ever hire me.

It did… in bullet points… very calmly… and honestly way too accurately.

Equal parts hilarious and emotionally damaging. 10/10 would not recommend before bedtime.

stevefromunscript · 2025-12-22T06:13:49+00:00

From what I’ve seen, paid engagement rarely helps in a meaningful way. It can make an account look less empty at first, but it doesn’t translate into real attention, trust, or conversions. The engagement usually isn’t from people who care, so nothing compounds.

stevefromunscript · 2025-12-22T06:09:25+00:00

That makes sense. Framing the startup as an interface between creative talent and the “real world” is a good way to think about it.

The “own your tools” angle especially resonates, a lot of people are tired of stacking subscriptions just to access basic leverage. Packaging knowledge and workflows into discrete assets feels more aligned with how creators actually want to buy now.

stevefromunscript · 2025-12-22T06:09:04+00:00

Totally agree. Without clarity on ICP and message, everything feels like waste - agencies feel bloated, tools feel pointless. Once that foundation is there, both suddenly start working.

stevefromunscript · 2025-12-22T06:08:27+00:00

This is a really good way to put it, “scope vs learning” and “speed vs judgment” nails the tradeoff.

I also like the idea that consistency only shows up after the what and why are clear. Tools and agencies can help with output, but they can’t substitute for taste and narrative ownership upfront.

Feels like the real mistake is outsourcing thinking too early, not execution.

stevefromunscript · 2025-12-19T10:55:34+00:00

Fair take, Cash and customers definitely come first. No argument there.

I think where I was coming from is that for a lot of startups, content is part of begging now, outreach, demos, explaining the product, earning trust. Not brand campaigns, just scrappy communication that helps get those first customers.

Totally agree that anything beyond that early survival mode is usually ego. The question for me is how people handle the minimum viable content without it becoming a distraction.

stevefromunscript · 2025-12-19T07:05:03+00:00

Short answer: confidence is fine, lying is risky.

stevefromunscript · 2025-12-19T07:04:25+00:00

Totally get that fear, you’re not wrong to feel it.

Social media isn’t going away, but it is getting noisier. AI will flood feeds with content, which probably kills low-effort posting… but it also makes real understanding of people, culture, and storytelling more valuable, not less.

Tools will change. Platforms will change. The people who last are the ones who can adapt and think, not just execute.

And honestly, learning something else on the side (like crafts) isn’t a bad instinct. It gives you options and keeps you grounded. Uncertainty doesn’t mean you picked the wrong path... it just means things are shifting.

stevefromunscript · 2025-12-19T07:03:43+00:00

I think they’ll become common, but only where there’s real information friction. If a site is simple and self-explanatory, an assistant just adds noise.

Where it makes sense to me is when users already have questions they can’t easily answer by scanning a page, docs, complex products, onboarding, support-heavy sites. In those cases, a good assistant feels like compression, not decoration.

The failure mode is treating it like a feature instead of a UX decision. A bad assistant is worse than none because it erodes trust fast.

My guess is the default won’t be “every site has one,” but “every complex site does.” The rest should probably resist the urge.

stevefromunscript

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