Mohtab Arabiat

  • Not Perfcet

    Every week, I provide a summary of the latest digital marketing news, saving you the time and effort of going through it all yourself.

    If you’ve been enjoying the newsletter thus far, it would mean a lot to us if you could take a moment this week to share it with someone you believe would also benefit from it.

    Infleucner Marketing

    Perfectly Imperfect Or Just A Bad Take?
    We can spend all day picking apart a perfect video to make it better, or just wing it and go with the first take. Which do you think will get more engagement?

    In a recent video partnership, Gwyneth Paltrow seems to be just winging it. Low-angled camera, a bad mic, and someone steaming milk in the background—perfect conditions for a brand partnership video.

    While the ad may have appeared like a disaster, it actually contains a core ingredient that got people talking about it and sharing it, authenticity. Most people skip ads because they feel like ads. In this video, we have Gwyneth talking to us from her kitchen. What could be more natural than that?

    Watch the ad here

    So What?
    Stop trying to be perfect. The occasional mistake in your work makes you seem more human, more relatable. This has been a tried-and-true formula for a while and is the reason UGC ads are on the rise with brands.

    P.S. All typos in this article have been intentional unless stated otherwise.

    SOCIAL NETWORK OF THE WEEK
    WeAre8 will pay you to watch ads in the name of saving the planet According to its founder, WeAre8 is described as “a fusion of Instagram and TikTok, blended with the essence of Change.org and GoFundMe.”

    WeAre8 is not just your typical social media platform; it’s designed to be sustainable in multiple dimensions. This app is dedicated to empowering creators who are committed to making the world a better place by promoting feel-good content. What sets it apart is its innovative business model: WeAre8 compensates users for watching ads, contributes to charitable causes, and consistently invests in climate solutions every month.

    Check it out here 

    Updates

    Instagram Updates:

    • Instagram looks like it’s working on a longer version of Instagram Reels, allowing users to record up to 10 minutes of videos. [THE VERGE]
    • Instagram’s latest test lets creators highlight comments in their stories. [TECHCRUNCH]
    • Such a Virgo move. Instagram is working on the ability to check astrological compatibility, thanks to the new sticker they’re developing. [LEAK]
    • Meta finally allows you to turn Stories into Ads via Marketing API. [META]

    Threads:

    • Finally! Almost there! Search comes to Threads but has a limited release. [FROM THE CEO]
    • Threads’ web launch did little to bring in more users, new data suggests. [TECHCRUNCH]
    • Instagram shows Threads content on the home tab now. [TWEET]

    X / Twitter Updates:

    • X working on branded features that can be sold to advertisers. [TWEET]

    YouTube Updates:

    • Hard to avoid. Smaller skip buttons are coming to YouTube. [THEY LOOK LIKE THIS]
    • YouTube is now the number one platform for teens, with almost eight in 10 using it to stream video content. [SEARCH ENGINE LAND]

    Google Updates:

    • Google Search can now index CSV files. [SEARCH ENGINE LAND]
    • Google’s expandable carousel search snippet feature informs searchers which other webpages mention a website. [SEARCH ENGINE LAND]
      • User feedback: Our users are able to provide feedback on every ad they are served on our platform, based on whether they had a positive or negative experience with that ad.
      • Advertising history: It’s important that advertisers have a record of adhering to our advertising policies.
      • Advertiser Identity Verification: Completing our Advertiser Identity Verification process is an important step in building trust between users and advertisers. [GOOGLE]

    Resources:

    Brand Watch

    Coke transforms QR codes into art to drive OOH engagement

    Coca-Cola’s recent campaign for its Coke Studio music platform seeks to enhance out-of-home engagement through aesthetically appealing and interactive QR codes, departing from the traditional black-and-white grids. This innovative approach was inspired by creative technologist and artist Troy Ni, who shared artistic QR codes on Reddit back in June, inspiring other artists and creators to explore unique QR code designs. 

    Ni harnessed the power of Stable Diffusion and ControlNet technology, which utilizes AI, showcasing another example of how cutting-edge technology is influencing both art and advertising.

    For those not familiar with the topic, Coke Studio was initially launched in Pakistan in 2008 before the concept went global.

    Check out all 5 QR codes here

  • TikTok’s Search Ads are Here!

    While this week is ‘Back to School’ week, here are the top headlines in the field of digital marketing to help you reclaim some of your time and spend it with your family.

    If you find it helpful, be sure to share it with a friend!

    Have a scoop that I missed? Drop me a reply or hit me up on Threads or X.

    TikTok
    TikTok Launches Search Ads Toggle
    TikTok’s latest ad placement feature is not just another addition; it represents a significant milestone for the platform, which has witnessed a substantial surge in usage among its younger audience.

    Furthermore, you have the flexibility to switch your Search campaign on or off mid-flight without having to reinitiate the learning phase. And if you prefer not to use this feature altogether, you can easily deactivate it.

    So What?
    This new option places your product in front of users actively seeking solutions, mirroring the functionality of ads on search engines. This feature holds significant value, particularly with the holiday season just around the corner.

    SOCIAL NETWORK OF THE WEEK

    BeFake

    Every day, it seems like there’s a new social media network popping up. Each week, I’ll introduce you to one of these newcomers, just for fun. You’ve probably heard of beReal, but have you ever come across BeFake?

    Similar to BeReal, here, you’ve got a brief window during the day to share your photos. The twist? Your photos get a touch of AI magic.

    You can check it out on iOS here or Android here. 

    Updates

    Instagram Updates:

    • You can search for branded content (any posts with the Paid Partnership label) in Meta’s Ad Library now. [BOOKMARK THIS]
    • Creators can link unto 5 shops in their profiles [TWEET]

    Threads:

    • The web version of Threads is now live after Mark Zuckerberg teased it earlier in the week [BBC]

    X / Twitter Updates:

    • Time to run ads on X / Twitter again. X is giving away $250 USD in ad credit when spending $1,000 USD or more on a new campaign within the next 30 days. [TWEET]
    • Elon might be removing the Block feature from X / Twitter. This has many up in arms on safety on the platform. [TECHCRUNCH]
    • Job listings on X are now available for iOS users in the US. [TWEET]

    TikTok Updates:

    • TikTok is serious about its search game. This week they have announced “TikTok Search Ads” a new feature on TikTok Ads Manager that allows brands to serve ads in search results. [TIKTOK]

    YouTube Updates:

    • YouTube’s new feature will identify songs just by the sound of your hum [ZDNET]

    LinkedIn Updates:

    • Major updates to how Newsletters work on LinkedIn. [LINKEDIN]
    • Pages can now host more than one newsletter to focus on different niches
    • Publisher has a new look and feel for easier editing 
    • Improved discoverability with Autofollow when a user subscribes
    • LinkedIn rolls out brand partnerships tags [SOCIAL MEDIA TODAY]

    Google Updates:

    Reddit Updates:

    • Reddit ads new Interests to Interest targeting [REDDIT]

    Marketing AI Updates:

    • Mondelez and Unilever have started using AI for their ads [THE VERGE]
    Resources:

    Brand Watch

    Aromatic Activism: Smoke-Scented Air Fresheners for Deforestation Awareness

    To raise awareness about the critical need to safeguard forests, Greenpeace has introduced a distinctive product known as ‘The Scent of Consciousness.’ This car air freshener doesn’t carry the typical pine scent; instead, it captures the aroma of smoke from the devastating fires that harm our ecosystems.

    So What?

    Breaking it down, this campaign focuses on gathering votes for a referendum through a straightforward form. What sets it apart is its clever use of compelling storytelling and the introduction of a rather unique real-world product, an air freshener that emits the scent of burnt wood. This approach undeniably grabs attention and effectively translates it into action.

    WATCH IT HERE

  • Snoop Dogg x LinkedIn: A Mic-Dropping Connection!

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    LinkedIn
    Snoop Dogg x LinkedIn: A Mic-Dropping Connection!
    So, there’s been some buzz on LinkedIn lately. A newbie just shot up to “Top Voice” status in record time, and it’s got everyone talking. And guess who joined the LinkedIn party? None other than the legendary Snoop Dogg.

    Snoop didn’t waste any time making his mark. In his very first post, he dropped some knowledge about the importance of artists, especially rappers, teaming up with advertisers.

    Snoop Dogg’s LinkedIn debut proves that this platform isn’t just for suits and ties. It’s a place where all kinds of folks, even rap legends, can share their thoughts and shape conversations.

    So What?
    Snoop’s launch on LinkedIn reminds us that the platform isn’t just for business talk. It’s a space where different worlds collide, sparking interesting discussions and unexpected connections.

    Updates

    Instagram Updates:

    • Instagram is testing new comment metric that will show up on posts [SOCIAL MEDIA TODAY]
    • Multi-advertiser ads are coming – 4 ads sharing one single screen between Intsagram Reels. Spoler alert, they dont look great. [X]
    • Instagram CEO Mosseri shares how some creators are using AI to help create content [THREAD]
    • Instagram also allows you to create a social channel for chatting instead of a broadcast channel where chatting isn’t allowed.  [X]
    • Meta Engineers explain how the Explore ranking system works [META]

    Threads:

    • Zuckerberg teases the release of a Tweetdeck clone [THREAD]

    X / Twitter Updates:

    • It is official, you need to pay to use Tweetdeck. [WASHINGTON POST]
    • Say goodbye to Promoted Account Ads on X / Twitter [REUTERS]
    • X / Twitter appears to be working on an ID verification system [THE VERGE]

    TikTok Updates:

    • TikTok is seemingly making it easier to disclose if your content was generated by AI [THE VERGE]

    YouTube Updates:

    • YouTube getting aggressive with not allowing ad blockers [NEOWIN]
    • 2 billions users are watching YouTube Shorts [TECHCRUNCH]
    • YouTube enables linking between Shorts and long-form videos [SEARCH ENGINE LAND]

    Amazon Updates:

    • Amazon ads will show on Pinterest, buzzed and more apps [AMAZON]
    • Influencers upset at Amazon’s Absurd Offer to Pay $25 Per Sponsored Video. Influencers typically receive $150+ for promotional videos. [GIZMODO]

    LinkedIn Updates:

    • LinkedIn Adds New AI Discovery Tools to Sales Navigator and Recruiter to Highlight Opportunities [SOCIAL MEDIA TODAY]

    Whatsapp Updates:

    • WhatsApp will let users send ‘HD’ photos [THE VERGE]

    Resources:

    • TikTok Travel Marketing Playbook [PLAYBOOK]
    • TikTok Creative handbook [HANDBOOK]
    • Google’s Guide to Writing Responsive Ads [PDF]

    Brand Watch

    The Award-Winning Billboard You Can Swim In

    Adidas’ Liquid Billboard advertising campaign has secured the prestigious Outdoor Grand Prix at the esteemed Cannes Lions International Festival of Creativity. This campaign showcased Adidas’ inclusive swimwear collection, designed to empower women of diverse body types, abilities, and backgrounds. Its core message? Encouraging women to embrace public swimming without any inhibitions.

    Notably, this campaign marked a milestone for Adidas, featuring their swimmable billboard. Positioned on a Dubai beach, this innovative installation boasted a transparent side, effectively serving as an interactive, see-through billboard. This unique concept allowed swimmers to enjoy the view beyond the tank, while onlookers could also catch a glimpse of the aquatic action within.

    So What?

    Moving images are king, both in online and offline formats. If you can transform your ad into a video or ensure it maintains constant motion, you have a better chance of capturing people’s attention. This billboard is one of several concepts that successfully achieve this.

    [WATCH THE CASE STUDY]

  • Is TikTok Taking on Amazon?

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    TikTok / e-commerce
    Logistics Made Easy: “Fullfilled By TikTok” Enhances TikTok Shop for UK Merchants
    Meet Fullfilled by TikTok (FBT), a new logistics solution in the UK for TikTok Shop. It handles storing, selecting, packing, and shipping products to the TikTok community. No more logistics hassle! FBT offers simplicity, speed, and affordability, freeing you up to focus on marketing, content, and product enhancement.

    So What?
    For ecommerce business owners, these features collectively streamline their operations, leading to reduced delivery times and potentially higher customer retention rates. With TikTok’s logistics solution taking care of the backend processes, business owners can focus more on product innovation, marketing strategies, and overall business growth.

    THE SOURCE OF SEO:

    Trying to get the site optimally listed on Google or other engines should be the priority exercise at every juncture.

    Learn everything you can and stay on top of your site for success. Easy read including the essentials in ten chapters

    Who is the author?
    Anas Diab is a digital marketing veteran with more than a decade of experience working with top global brands at top media agencies and Ex-Twitter AKA X inc.

    Get it now for $1 with the code – MMBYMOHTAB

    Updates

    Instagram Updates:

    • Instagram’s new feature protects users from unwanted images and videos in DMs. This is improtant for those using DMs as a sales tool. [TECHCRUNCH]
    • You can now add music to your carousel posts, and add up to three friends as collaborators [TWEET]
    • Group mentions are on the horizon! Soon, you’ll have the convenience of grouping multiple accounts under a single handle, simplifying the process of mentioning or tagging them. [LINK]

    Threads:

    Threads Has Lost More Than 80% of Its Daily Active Users

    • Threads has lost more than 80% of its daily active users. Does it really matter since it still gets you higher engagement? Check resources below for the competitive analysis with X on engagement. [GIZMODO]
    • New feature udpates for Threads as announced by its CEO [THREAD]
    1. Share threads in Instagram DMs 
    2. See all the threads you’ve liked 
    3. Sort the accounts you follow 
    4. Add custom alt-text 

    X / Twitter Updates:

    • X to start showing community posts in the For You [TWEET]
    • Users Can Now Participate in Spaces Streams via Desktop PCs [SOCIAL MEDIA TODAY]
    • Livestreaming might come back soon. Elon is testing it out with his team and seems to be pushing for his fight with Zuckerberg to be streamed on X. [SOCIAL MEDIA TODAY]
    • X Is Adding a New Option to Sort User Posts Based on Engagement [TWEET]

    TikTok Updates:

    • TikTok Shop launches new logistics offer ‘Fulfilled by TikTok’ in the UK. This is huge if you are in the ecommerce space [TIKTOK]
    • Sharing this again as link was broken last week. TikTok launches Ads Library allowing you tot see what your competitors are advertising on the platform.[BOOKMARK THIS]
    • Podcast episodes coming to TikTok [BLOG]

    YouTube Updates:

    • YouTube unveils 6 new tools for editing Shorts. [YOUTUBE BLOG]
    • A “For You” section will be coming soon to YouTube as announed in their support website. [GOOGLE SUPPORT]
    • YouTube Adds New Report Which Breaks Down Channel Performance by Video Format [YOUTUBE VIDEO]
    • YouTube’s link spam situation is so bad that Shorts is banning links [THE VERGE]

    Resources:

    • The State of the Creator Economy [REPORT]
    • Google’s Guide to Writing Responsive Ads [PDF]
    • Instagram Organic Content Strategy: What Works in 2023 [GUIDE] 
    • A Comparative Analysis: Twitter vs. Threads in Terms of Interactions [ANALYSIS]
    • Meta’s First Responsible Business Practices Report [META]
    • A Social Media Manager’s Guide to ChatGPT (+ 15 Prompts) [BOOKMARK THIS]

    Brand Watch

    Empowering Narratives: Apple’s “The Greatest” Shines Spotlight on Heroes of Accessibility

    In this 2 min short video, Apple adeptly demonstrates more than just the Accessibility features of the iPhone; it skillfully weaves a compelling narrative showcasing the device as a tool for its main heroes.

    The ad features an all-disabled cast, authentically portraying their experiences over an ordinary day. Representing disabled individuals, this cast underscores the genuine encounters they face. Apple’s impactful two-minute short film, “The Greatest,” is a powerful watch that’s hard to tear your eyes away from.

  • Xeet or Tweet?

    It has been a while since my last newsletter as I have been moving houses and getting things in order. This makes it a substantial one this week, with lots of great resources I strongly recommend checking out and saving.

    Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

    Updates

    Threads / X
    🧵 Unlocking the Power of Community Engagement on Text-Based Channels
    Yep, Twitter’s gone all X on us, and now Tweets are now called Xeets. But this shift isn’t just about a fresh label – it’s shaking up how brands should connect with their community. Threads have shown to be the ultimate playground for brands to experiment with their brands and go after engagement over chasing big reach numbers.

    In the ever-evolving landscape of digital marketing, the question of where to allocate your efforts often arises. The rise of various text-based social channels, such as X/Twitter and threads, has brought a new dimension to the playing field. Amidst these shifts, the prudent course of action is to consider redirecting your focus from content production to community engagement. Let’s delve into why this shift is gaining traction and how it can propel your marketing strategy forward.

    Why should you Prioritize Community Engagement on Text-Based Channels?

    Growth and Evolution: Text-based platforms like X/Twitter and threads are experiencing an evolution. These channels are undergoing transformative changes, paving the way for new possibilities in reaching and engaging with your target audience.

    In-Depth Storytelling: Text-based platforms offer a unique opportunity for brands to tell deeper and more engaging stories. Threads, for instance, enable you to craft narratives that unfold progressively, creating a captivating storytelling experience that resonates with your audience.

    Personalized Interaction: The focus on text-based engagement allows for more personalized interactions. Responding to comments, messages, and thread discussions in a conversational manner can establish a stronger bond with your community, fostering loyalty and trust.

    Community Building: These platforms facilitate the formation of vibrant and interactive communities around your brand. By actively participating in discussions and threads, you can cultivate a sense of belonging and unity among your audience.

    Time for a Shift: From Content Production to Community Engagement

    In the midst of this digital transformation, a recalibration of marketing priorities is warranted. Instead of solely focusing on churning out content, divert your attention to fostering meaningful interactions and relationships within your community. Here’s why this shift is pivotal:

    Exposure through Engagement: The heightened engagement that text-based platforms offer can lead to increased visibility. Thoughtful and engaging interactions attract attention, expand your reach, and establish your brand’s presence in a cluttered online environment. Both platforms are now prioritizing comments and replies over fresh content will little engagement.

    Conversion Catalyst: Community engagement serves as a catalyst for conversions. When your audience feels valued and heard, they are more likely to trust your brand and consider your offerings. This trust can ultimately lead to higher conversion rates.

    The current digital landscape calls for a strategic realignment of marketing priorities. Text-based channels offer an avenue for community engagement that goes beyond conventional content production.

    With declining numbers on both platforms—Thread and X/Twitter—it’s imperative to cultivate stronger connections. Regardless of your business type, a shift towards Human-to-Human (H2H) marketing is essential. Achieving this is well within reach through direct conversations with your audience on text-based social media channels.

    Netflix
    Netflix’s Potential Plan for Mini TV Show-Format Targeted Advertising
    Netflix aims to enhance ad effectiveness by implementing tighter targeting and introducing episodic advertisements. This strategic move seeks to captivate audiences with engaging content, potentially transforming ads into captivating mini-series. By tailoring ads to individual preferences and exploring episodic formats, Netflix strives to create a more interesting and immersive ad experience for viewers.

    So What?

    This is not the first time we’ve witnessed this. Both Facebook and YouTube have introduced similar ad formats in the past. Facebook refers to these as Sequential Ads. This advancement enables brands to delve deeper into compelling storytelling to captivate user attention. On a platform like Netflix, these ads would seamlessly integrate, evolving into genuinely engaging content.

    Instagram Updates:

    • Meta will be launching an AI bot to talk to users just like Snap. [LINK]
    • Instagram updates Reel tempaltes to make it easier for brands to create more engaging content [LINK]

    Threads:

    • Fake followers already being sold on Threads for $100 for 2500 followers [LINK]
    • Straight from Mosseri, Threads will have limits to limit spam [THREAD]

    TikTok Updates:

    • TikTok launches Ads Library allowing you tot see what your competitors are advertising on the platform. This is the most important link this week. [BOOKMARK THIS]
    • TikTok joins the game of text based social media platforms. Time to start posting those Xeets/Threads on TikTok as well [LINK]

    YouTube Updates:

    • YouTube Music podcasts support starts rolling out internationally [LINK]
    • YouTube is testing AI-generated video summaries that appear on search and watch pages. The text is meant to provide a “quick overview” of a clip to help you decide if it’s worth watching. [LINK]

    LinkedIn:

    • LinkedIn Reports ‘Record Engagement’ with a 25% increase in public conversations in the app year on year. If you havent been focusing on LinkedIn now is the right time to do so. [LINK]

    Strange But True:

    • In a peculiar turn of events, the poster child of remote work, Zoom, is now requesting their employees to return to the office. [LINK]

    Resources:

    • Instagram Organic Content Strategy: What Works in 2023 Guide 
    • Meta’s First Responsible Business Practices Report Link
    • Magna Global research on effect of repeat ads Download
    • Accenture report on how to to thrive in a cookieless world Read here
    • Ultimate guide for Meta Ads Targeting by Jon Loomer Save this 
    • A Social Media Manager’s Guide to ChatGPT (+ 15 Prompts) Bookmark this

    Brand Watch

    Mad About the Twitter Rebrand? WWF WWF Makes a Smart Statement

    WWF shared a graphic on Twitter depicting the transformation of the Twitter logo from 2006 to 2023. The graphic contrasts the different bird symbols evolving into an X, symbolizing the decline in global biodiversity.

    Accompanying the graphic is a German caption that emphasizes, “Safeguard our animal species before it becomes irreversible! Approximately 1 million genuine animal species face the risk of extinction.”

    So What?

    The timeless strategy of trend-jacking continues to hold its significance in the ever-evolving landscape of marketing and communication. In a world where trends are constantly emerging and evolving, the art of trend-jacking offers a dynamic and effective way to capture attention, engage audiences, and align your brand or message with what’s currently capturing the collective interest.

    Fun Corner:

    Not sure how to pronounce X or Xeet? This creator has a fun twist that we might have missed TikTok Video

  • What You Need To Know About Threads

    Most of the noise this week came from Threads, but there are still a few other updates worth keeping an eye on. If you’ve set up your account, drop me a hello on Threads.

    Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

    Updates

    Threads
    🧵 What You Need To Know About Threads?
    While it launched just a few days ago, Threads, an Instagram app, has already has 97 million users and is expected to cross the 100 million mark by the time you read this. Even the founders couldn’t have anticipated such astounding success.

    There is a lot to wrap our heads around when getting started, but Threads is not too far off from Twitter. So, your basic content strategy on Twitter should apply here as well. If you’ve been neglecting Twitter lately and need to catch up, here are a few things to keep in mind.

    Posts? Threads?

    Forget about the vocabulary we’ll use for a moment. Your thread/post has a 500-character limit. Currently, hashtags are not supported, so please avoid using them in your content. It remains uncertain whether hashtags will be introduced in the future.

    Should I be on Threads already?

    Yes, leverage the first-mover advantage. Currently, Instagram/Meta/Threads aims to provide users with a remarkable experience, including the dopamine rush from notifications and engagement.

    As a result, content on the platform will naturally receive a boost. Seize this opportunity to expand your presence and align it with your Instagram strategy.

    What should I post?

    Aim for conversational content that sparks discussions and gets people talking. Your goal is to engage with the audience and encourage them to interact with you or talk about you. Don’t hesitate to utilize old-school tactics like giveaways, as seen in Mr. Beast’s successful campaign that nearly broke Threads. However, ensure the entry requirements are easy, promoting greater participation.

    Publish – Stay active by posting at least 2-3 times per day on the platform.

    Engage – Take the time to engage with people by responding to comments, both on your own posts and on their content. This is an excellent opportunity to start building relationships with your audience.

    How can I grow on Threads?

    Your discoverability on Threads relies on several factors:

    • Migrating your Instagram followers. This is done automatically once you login with your Instagram account and allow the feature.
    • Active participation in conversations on Threads. That means you show up to new people if someone they know interacted with your posts.

    Currently, there is no search functionality for topics or keywords. Therefore, your content’s visibility primarily depends on engagement from your network, which can help it appear and potentially receive a boost on the timeline.

    Advertising:

    While it is still too early to discuss advertising on the platform, some creators have already been seen mentioning their sponsors on there.

    Politics and brand safety:

    Adam Mosseri made it very clear that Threads is not going to be a politically charged place like Twitter. They aim to keep things light and fun, considering that political discussions on Twitter have driven away advertisers in recent years.

    Spam is being efficiently handled on Threads so far, thanks to the same backend that exists on Instagram and moderates comments there, which is presumably used here as well. Spam comments are automatically hidden, and page admins have the option to delete or make them public.

    Take this an an opportunity to experiment and have fun. Do not over think it and focus on having engaging conversations with your audience.

    Twitter
    Twitter’s Quest to Become X – The Everything App
    Twitter is inching closer to becoming an all-in-one app, expanding beyond its role as a social media platform and evolving into a utility app that integrates into users’ daily lives. This week, the platform unveiled two significant updates. The first is the introduction of video and voice chat in direct messages (DMs), a feature that was teased by one of their designers on Twitter and is expected to arrive soon.

    The second update is that Twitter has obtained licenses to receive and transfer funds in Michigan, Missouri, and New Hampshire. These licenses bring them one step closer to becoming a nationwide payment processor, requiring a license in each state.

    Instagram Updates:

    • Instagram now allows you to add up to three collaborators on your posts [LINK]

    Twitter Updates:

    • Voice and video calls are coming soon to Twitter. A step closer to being the everything app. [LINK]
    • Take a look inside Twitter’s recruitment portal. Plus Twitter claims more than 500 million users. [TWEET]
    • Twitter now has Picture in Picture mode for iOS devices. [TWEET]
    • Remember TweetDeck? Twitter launched an updated version that will only be available to paying Twitter users [LINK]

    TikTok Updates:

    • Keep working on your website SEO with Google. TikTok search might not be the Google killer after all as search volumes drop [LINK]

    YouTube Updates:

    • Creator posts are coming to tablets
    • New metreics will allow brands and creators to see “how many set up reminders?”
    • Hyperlinking in the YouTube comments section is being tested to enable marketers and creators to connect with viewers while causing minimal disruption

    Watch the full video udpate from YouTube channel here [VIDEO]

    Google Updates:

    • Google Ads Editor version 2.4 is out with 8 new features [LINK]

    Resources:

    • YouTube Culture and Trends Report 2023 [PDF] Download here
    • The Sustainable Fashion Communication Playbook from the UN [102 page PDF] Download here

    Brand Watch

    Heinz Transforms Social Media Comments into a Captivating Ad

    Taking social media listening to the next level, Heinz hits the mark by turning user comments about its ketchup into an ad. Inspired by real social media comments, the ad captures comical yet relatable moments when people express their genuine love for Heinz ketchup.

    So What?

    Discovering your best campaign may be as simple as listening to what your true fans are already talking about. The real insights often lie in the simplest observations. Take a moment to delve into product or business reviews and gain a genuine understanding of why people love your brand. Who knows what comment might carry the secret to your future success.

    WATCH THE VIDEO HERE

  • Is TikTok Ready to Challenge Amazon?

    Lots to talk about this week. Twitter seems to be the heaviest with new features and drama as usual. If this is your first issue, please reply to this email with your thoughts.

    Be sure to share this email with anyone you think would find it useful. Remember, sharing is caring!

    Updates

    LinkedIn
    Elevate Your LinkedIn Posts With the Power of AI
    LinkedIn is currently testing out a cool new feature that lets you tap into the power of generative AI right within the share box. Here’s the deal: you start by sharing your own thoughts and perspectives in about 30 words or more. Then, with the help of AI, you can create a first draft of your post. It’s all about making your life easier when it comes to turning your brilliant ideas into awesome posts. You’ll have a solid foundation to review, edit, and customize before hitting that publish button.

    Fingers crossed the content is way better than that parody Viral Post Generator! Try it out for a good laugh

    So What?

    As the digital landscape evolves, an increasing number of platforms are embracing generative AI as a valuable tool for content creation. Brands should also consider incorporating generative AI into their strategy to scale content while maintaining quality and efficiency.

    TikTok
    From Social Media to Shopping: TikTok’s E-Commerce Ambitions Face off Against Amazon and Shein
    TikTok might be getting into the online retail game in the U.S.! Rumour has it that they’re planning to launch their very own in-app store as early as next month. They’ll be selling their own line of products, sourced from manufacturers in China, giving them a direct shot at competing with the likes of Amazon, Shein, and Temu.

    Word on the street is that they want to skyrocket their global merchandise sales to a whopping $20 billion this year. They’re betting on some serious growth in Southeast Asia to make it happen, along with a new expansion into the US market.

    Facebook / Instagram Updates:

    • We will all be Verified soon. Meta verified rolling out to the rest of the world in the next month or two. [LINK]
    • You will soon be able to use organic videos directly as ad creatives (via Marketing API). What does it mean? You won’t have to upload the video again to the Facebook library. [LINK]

    Twitter Updates:

    • Elon wants to put a limit on your scrolling. As a paying customer, you’ll only be able to see 10,000 tweets per day, while free users will be limited to 1,000. [TWEET]
    • Twitter is closing up. Moving forward, you’ll only be able to view tweets and profiles if you are logged in. (Elon says this is a temporary measure) [LINK]
    • You will soon be able to “Download Video” on Twitter for later offline viewing. [TWEET]

    LinkedIn Updates:

    • Expect a change in your reach as the LinkedIn algorithm now prioritizes posts from friends and those that offer “knowledge and advice. [LINK]

    TikTok Updates:

    • TikTok Creative Challenge enables creators to submit video ads to brand challenges and receive rewards based on their video’s performance. [LINK]
    • BeReal clone from TikTok gets axed [LINK]

    YouTube Updates:

    • A great tool for creators and brands alike, Test and Compare enables thumbnail A/B testing on YouTube without the need for third-party apps. [VIDEO]
    • YouTube Revolutionizes Video Dubbing Artificial Intelligence Powered Tool [LINK]

    Snapchat Updates:

    • More than 4 million users are paying to use Snap+ [LINK]

    WhatsApp Updates:

    • Expect to include WhatsApp in your media plan, as the platform will soon allow businesses to send you personalized messages. [ARTICLE]
    • A new feature might be coming to the app, allowing you to pin messages for up to 30 days. [LINK]

    Google Updates:

    • Google Ads receives a design uplift. Head over to check it out and get acquainted with the fresh new look. [LINK]

    Resources:

    • YouTube Culture and Trends Report 2023 [PDF] Download here
    • The Sustainable Fashion Communication Playbook from the UN [102 page PDF] Download here

    Brand Watch

    Dove Empowers the Community to Say No to TikTok’s Bold Glamour Filter with #TurnYourBack

    For years now, Dove has been championing natural beauty in their campaigns. So, it’s no surprise that they were concerned when an AI beauty filter called Bold Glamour took the world by storm on TikTok. This filter has become one of the most popular ones on the platform, transforming people into an unrealistically beautiful version of themselves. In response, Dove took it upon themselves to launch a campaign urging people to #TurnYourBack on Bold Glamour and refrain from using the filter.

    So What?

    Such a powerful campaign could only be the result of strong convictions. Dove’s move is more than just a marketing play; it aims to shift cultural behavior. Brands should evaluate their own convictions and identify strong positions they are willing to take. Numerous studies have shown that users tend to align with brands that stand up for something.

    Here is the Dove case study that helped them win at Cannes Lions 2023 [CASE STUDY VIDEO]

  • From Tweets to the Ring: Will Elon Musk and Mark Zuckerberg Fight

    This week is packed with updates, so I thought of trying out a fresh format for our newsletter. As always, feel free to reply to this email with your thoughts.

    Make sure to pass along this email to anyone you think would benefit from it. Sharing is caring, after all!

    Updates

    Instagram
    Instagram Ads on Reels Expand to Reach More Marketers
    Meta is broadening its Ads on Reels program, extending from Facebook to a wider range of advertisers on Instagram while still in beta testing. This move allows image ads to seamlessly blend with Reel content, ensuring a smooth user experience without interruptions. With this expansion, marketers have the opportunity to tap into Instagram’s massive user base of 2 billion active users.

    So What?

    Time to explore new creative for this fresh format. While you can repurpose your Story Ads, I highly recommend taking a look at successful ads on TikTok for inspiration. Thankfully, you can conveniently browse TikTok ads by category. If you haven’t bookmarked it yet, here’s the link to the TikTok Creative Center.

    TikTok
    TikTok goes interactive! Boost ad engagement with new add-ons.
    TikTok rolls out interactive add-ons globally for in-feed ads, empowering brands to create captivating content. These add-ons, from popups to stickers and more, bring users into the experience. Choose between standard add-ons for driving clicks and conversations, or premium add-ons for elevating brand awareness and fostering community.

    For instance, try the voting sticker to encourage audience participation or the pop-out showcase to spotlight products. Level up your TikTok ads with these interactive features and watch your engagement soar.

    Read more from TikTok

    Facebook / Instagram Updates:

    • You will soon be able to download Public Instagram Reels and share them with your friends. [LINK]
    • AI comments are going to be a thing on Instagram. The platform seems to be testing built-in AI comments as seen in this leak. Maybe dont get too excited for this just yet. We still need human interaction to make real connections with our audience.

    Twitter Updates:

    • Twitter has obtained a money transfer license, indicating Elon’s progress in transforming the social media platform into the multi-purpose app he envisions. [TWEET]
    • You can now add tweets to a highlight tab on your profile. This feature makes sense as it helps your new followers see your best tweets and get a clear understanding of what your brand is all about. Check them out in action here. [TWEET]
    • Remember when tweets were limited to 140 characters? Now, with the recent update, you can include up to 25,000 characters in your long tweets. This extended limit is available exclusively to paid subscribers. [TWEET]

    Microsoft Updates:

    • Putting OpenAi to good use it seems. Microsoft Unveils Predictive Targeting, AI-based advertising tool enhancing conversion rates, streamlining targeting, and offering flexible audience strategies. [LINK]

    LinkedIn Updates:

    • LinkedIn unveils its latest research on AI image detection, targeting the identification of fake profiles with a remarkable 99% success rate. [LINK]

    Unexpected
    From Tweets to the Ring: Elon Musk and Mark Zuckerberg’s Cage Fight Showdown Takes Shape Okay. It appears that it’s actually happening. Elon Musk and Mark Zuckerberg will face each other in a cage fight. What began as a tweet has evolved into a genuine challenge between these billionaires. The situation became more tangible when Dana White announced that he is actively in discussions with both individuals to arrange the fight. Check out this compelling write-up on the unfolding events.

    Brand Watch

    Tuvalu, the Pacific Island Nation, Adapts to Rising Sea Levels as the First Digital Nation

    This goes beyond just advertiing or markeitng. Tuvalu, a vulnerable Pacific nation, faced the imminent threat of submergence as global sea levels continued to rise. To preserve its rich culture, history, and sovereignty, Tuvalu embarked on a groundbreaking initiative known as the “Digital Nation” project.

    The core concept behind the “Digital Nation” project was to recreate Tuvalu’s existence in the metaverse, effectively safeguarding its identity and government services even in the face of physical land disappearance. By embracing digital technologies and leveraging media engagement, Tuvalu aimed to redefine statehood under international law and assert its sovereignty on a global scale.

    So What?

    The campaign not only addressed the urgent need for climate change mitigation but also sparked essential conversations and stimulated public awareness.

    If you are to watch one video today, make it this one. [CASE STUDY]

  • Google Unveils Innovative Virtual Try-On Tool for Clothing

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 🚫 Lights Out: Massive Reddit Communities Stage Blackout in Solidarity for Third-Party Apps
    • 🔍 Leaked Details of WhatsApp Business App’s Latest Feature for Expanding Reach on Facebook and Instagram
    • 👗 Google Unveils Innovative Virtual Try-On Tool for Clothing
    • 🎥 YouTube Lowers Barrier for Monetization Program Eligibility
    • 💰 Twitter Rewards Verified Creators with $5 Million to Boost Platform Presence
    • 🥊 Subway Enters the Ring with McDonald’s and Burger King in the ChatGPT Showdown

    Updates

    Reddit
    Lights Out: Massive Reddit Communities Stage Blackout in Solidarity for Third-Party Apps
    Thousands of Reddit communities have joined a blackout in protest against API changes. More than 80% of the leading subreddits are currently affected, with users unable to access them. The protest aims to challenge the company’s decision to charge high fees for API access, causing many developers to shut down their apps. Despite Reddit’s attempts to address the concerns, the blackout continues, and the fate of the affected communities remains uncertain.

    The Reddit Blackout, which was initiated as a protest against the company’s controversial API changes, is ongoing, surpassing its expected 48-hour duration. Contrary to public statements from Reddit, recent messages sent by the company to moderators indicate a growing impatience with the protests. The messages have urged moderators to reopen their subreddits or face potential removal from their positions.

    The protest, which initially involved around 3,000 subreddits, has since grown to over 8,000 subreddits. As of writing this newsletter, more than 4,000 subreddits are still actively participating in the blackout.

    WhatsApp
    Leaked Details of WhatsApp Business App’s Latest Feature for Expanding Reach on Facebook and Instagram
    WhatsApp Business app has a new leaked feature called “Boost Status Shortcut” that allows businesses to quickly share their status updates on Facebook and Instagram. This leak promises to enhance reach and attract new customers by leveraging the power of these social media platforms. Keep an eye for the official release.

    So What?

    Its just a It’s just a matter of time until we see more advertising products on WhatsApp. There is always a first-mover advantage for trying new ad formats with Meta, so budget for this test when it becomes available.

    Google
    Google Unveils Innovative Virtual Try-On Tool for Clothing Continuing Google’s focus on AI generative product updates and features, here comes “Virtual Try-on,” a new update poised to revolutionize the fashion industry. Google introduces a virtual try-on tool that utilizes AI technology to exhibit the fit and draping of clothes on diverse real models. Leading fashion brands such as Anthropologie, Everlane, H&M, and LOFT have embraced this innovation, allowing U.S. shoppers to virtually try on women’s tops. Step into the future of online shopping and make confident fashion choices with Google’s groundbreaking “Virtual Try-on” feature. Read more…

    Meta Introduces Exciting Features to Empower Creators
    Meta launches a series of tools for creators on Facebook, including simplified editing, wider audience reach, and enhanced monetization options for Reels. Read more

    YouTube is lowering the barrier to be eligible for its monetization program

    Access to monetization tools under YouTube Partner Program (YPP) becomes easier as YouTube lowers requirements for creators.

    1. 500 subscribers
    2. 3 public uploads in the last 90 days;
    3. 3,000 watch hours in the past year or 3 million Shorts views in the last 90 days

    Read More

    Twitter Takes on LinkedIn with Job Postings
    In an attempt to expand its revenue streams, Twitter will soon launch a job posting feature, aiming to compete with LinkedIn and cater to professionals seeking career opportunities on the platform. Read More

    Twitter Pays Verified Creators $5 Million to Attract More Talent to the Platform
    Twitter is set to pay verified content creators for ads in their replies, unlocking new revenue streams. This move offers increased monetization opportunities for creators on the platform. Read more

    Brand Watch

    Subway Enters the Ring with McDonald’s and Burger King in the ChatGPT Showdown

    Brands battling it out on billboards is nothing new, but now they’re taking the fight to artificial intelligence. McDonald’s and Burger King exchanged blows, while Subway entered the fray to settle the score with ChatGPT. The outcome? Subway’s footlong sandwiches claim victory, surpassing the Whopper and Big Mac in size and stature.

    It is worth exploring what ChatGPT knows about you and your competitors. As brands engage in AI-driven battles, tapping into the insights provided by ChatGPT can offer valuable perspectives on how your products or services measure up.

    Read more …

  • Instagram Leak: A Glimpse at the AI Chatbot in the Works!

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 💥 Instagram Leak: A Glimpse at the AI Chatbot in the Works!
    • 🎬 TikTok Explores AI-Backed Video Script Generator
    • 🔒 Only Verified Advertisers Can Advertise on Microsoft Ads Starting August
    • UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content

    Updates

    Instagram
    Instagram Leak: A Glimpse at the AI Chatbot in the Works!
    Looks like Instagram might follow in the footsteps of Snap and TikTok by releasing an AI chatbot. Leaked images from app researcher Alessandro Paluzzi suggest that Instagram is potentially developing an AI chatbot. These images provide a sneak peek into ongoing app developments, showcasing AI agents capable of providing answers and advice. Please keep in mind that these developments are subject to change and may not be officially released.

    TikTok
    Empowering Content Creators: TikTok Explores AI-Backed Video Script Generator ByteDance is experimenting with an AI-powered script generator tool for TikTok. This innovative tool generates video scripts and offers visual suggestions based on user inputs like sector, product name, and description. Users can choose their desired video style and duration. Tech expert Lindsey Gamble reveals that the tool is currently in beta and available to select users on TikTok for Business. Exciting developments to enhance content creation on TikTok!

    Google
    Universal Analytics is Going Away This Month It’s now or never! Google Analytics is making GA4 mandatory, and there’s no way around it. Ensure you have it set up before July 1, 2023, as Universal Analytics will sunset, ceasing new data processing forever. Read more…

    Google Business Profiles Now Display Long Form Videos
    Google mobile search now displays longer videos (30+ seconds) in Business Profile listings, expanding video visibility in search results. Read more

    Twitter Building Features Exclusively for Paid Users

    1. add people that don’t follow them to a group
    2. create a group with users that don’t follow them
    3. send Direct Message requests to people that don’t follow them

    Read More

    Meta Verified Accounts Now Available in India
    Meta introduces verified accounts in India, making it easier for people, especially creators, to establish a presence and build communities on Instagram or Facebook. Read More

    Only Verified Advertisers Can Advertise on Microsoft Ads Starting August
    Starting August 1, 2023, all ads will be served by verified advertisers, increasing transparency and visibility. Ad Library allows users to view ads on Bing. Read more

    Study
    UGC Triumphs Over Influencers: 86% of Users Favor Brands Embracing User-Generated Content
    EnTribe’s April 2023 online survey reveals shifting consumer attitudes towards influencers and user-generated content (UGC). Trust in influencers is declining, while peer recommendations and brands utilizing content from real consumers are gaining prominence.

    So What?

    On your next campiagn maybe try working with your customers instead of well known creators with an audience.

    Check out the full report here

    Brand Watch

    Cadbury strikes gold once again with its latest video, staying true to their winning formula of capturing the essence of human relationships, fleeting connections, and acts of kindness. The series masterfully showcases authentic human interactions, with the product seamlessly integrated into these meaningful moments.

    Watch it here (60 seconds)

    The videos feel genuine, devoid of any staged or salesy vibes. This success is attributed to 

    • Exceptional acting
    • well-crafted scripts
    • deep understanding of human behavior

    It’s not the first time Cadbury hits the mark, as evidenced by their previous heartwarming video featuring a father’s visit to his daughter at work, evoking powerful emotions.

    Search
    Rabea Tea Takes a Jab At the Apple Vision Pro
    While everyone was discussing the features and future of augmented reality, a tea brand cleverly seized the opportunity to ride the wave of the trend on social media. The brand’s post humorously states, ‘You thought of everything but this!’ accompanied by an image of steam on the newly announced Apple Vision Pro. It’s been a while since a brand successfully hijacked a trend, and Rabea Tea deserves a thumbs up for this effort.

  • Cracking the Code of the Instagram Algorithm

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 🔍 Cracking the Code of the Instagram Algorithm
    • 🔮 Embracing AI for Next-Level Advertising: WPP x NVIDIA’s Game-Changer!
    • 🚫⚡️ Beware the AI Hallucinations
    • 🎬 Breaking the Mold and Setting Records: Hilton Hotels’ 10-Minute TikTok

    Updates

    In a highly anticipated release on the official Instagram blog, Instagram CEO Adam Mosseri took the opportunity to address a topic that has been a source of curiosity and speculation among users for quite some time—the ranking system for content on the platform. In a video he shared on his Instagram account, Mosseri comprehensively explained the workings of the algorithms that dictate the order and visibility of posts across various sections of Instagram.

    01 – The Feed Algorithm

    Instagram’s Feed is where you find a mix of content from accounts you follow, recommended content, and ads. It includes videos, photos, and carousels, and operates through a step-by-step ranking algorithm.

    User Activity – Your activity helps Instagram understand what you might be interested in when you like, share, save, or comment on posts.

    Information about the post – These signals provide information about the popularity of a post, such as the number of likes it has received and the speed at which people like, comment, share, and save it. They also include details about the content itself, such as the posting time and any attached location.

    Information about the person who posted – This helps Instagram gauge their level of interest to you. It includes signals like the frequency of interactions people have had with that person in the past few weeks.

    Your interaction history – This gives Instagram an indication of your general interest in seeing posts from that particular person. For example, whether or not you comment on each other’s posts.

    02 – The Stories Algorithm

    Stories let you share moments and connect with what you care about. They include posts from accounts you follow and ads.

    Viewing history -This looks at how often you view an account’s stories so we can prioritize the stories from accounts we think you don’t want to miss.
    Engagement history – This looks at how often you engage with that account’s stories, such as sending a like or a DM.
    Closeness – This looks at your relationship with the author overall and how likely you are to be connected as friends or family.

    03 – The Explore Algorithm

    Explore is your gateway to discovering exciting new things from accounts you haven’t discovered yet.

    Information about the post – Post popularity is determined by signals like the number of likes, comments, shares, and saves. These indicators are more significant in Explore than in Feed or Stories.

    Your activity in Explore – Your Explore activity, such as liking, saving, sharing, or commenting on posts, influences the content shown to you.

    Your history of interacting with the person who posted – Your interaction history with the person who posted the content helps Instagram understand your level of interest in their posts, even if you’re unfamiliar with them initially.

    Information about the person who posted – Instagram considers signals such as the number of interactions people have had with the person who posted in the past few weeks. This helps Instagram find compelling content from a wider group of creators.

    04 – The Reels Algorithm

    Reels aim to entertain and introduce you to new content, similar to Explore. The majority of the content you see comes from accounts you don’t follow.

    Your activity. Your activity on Instagram, including liking, saving, resharing, commenting, and engaging with reels.

    Your history of interacting with the person who posted. As with Explore, your interaction history with the person who posted the video to determine your level of interest in their content. Even if you are unfamiliar with the creator.

    Information about the reel. These are signals about the content within the video such as the audio track or visuals in the video, as well as popularity.

    Information about the person who posted. Instagram considers popularity signals such as number of followers or level of engagement to help find compelling content from a wide array of people. In other words, success drives more success.

    Remember to consider all these factors when creating your content and devising your social media engagement strategy. Implementing a diverse range of tactics will not only enhance your audience interaction but also significantly boost your chances of appearing organically in their feed.”

    Instagram Introduces Video Scrubbing on Reels
    CEO of Instagram, Adam Mosseri, has confirmed that video scrubbing is now available for all users. This new feature on Reels allows users to rewind or fast-forward videos using a scrubber at the bottom, enhancing the viewing experience by allowing them to catch up on missed moments or fast-forward through content.

    Data Confirms: YouTube Takes the Lead as the Most Profitable Channel for Creators.
    LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

    WhatsApp now rolling out Companion Mode for iPhone users
    WhatsApp expands multi-device support with Companion Mode now available for iPhone users, allowing account login across multiple smartphones. Read More

    TikTok Tests AI Chatbot ‘Tako’ for Discovering Content and Short Videos
    TikTok is testing an AI chatbot called “Tako” in the Philippines, allowing users to converse about videos and discover content. Tako serves as a navigation assistant, providing answers to queries while recommending relevant TikTok videos. Read more

    AI
    Embracing AI for Next-Level Advertising: WPP x NVIDIA’s Game-Changer!
    In an intriguing and ambitious collaboration, WPP has partnered with NVIDIA to develop a generative AI-powered content engine to power up digital advertising for their clients.

    Using responsibly trained generative AI tools and content from partners like Adobe and Getty Images, WPP’s designers can transform text prompts into diverse and high-fidelity images. NVIDIA Picasso, a custom generative AI model, and Adobe Firefly, a family of creative generative AI models, contribute to the creation of captivating visual content.

    The new content engine will soon be exclusively available to WPP’s clients worldwide, providing them with unparalleled creative possibilities and transformative advertising experiences.

    So What?

    It’s only a matter of time before clients and brands start expecting generative AI to be integrated into their agencies’ workflow. The benefits are evident, as it can significantly reduce production times and potentially lower costs. Now is the opportune moment to consider how your company can develop an AI playbook to drive your marketing efforts.

    AI
    Beware the AI Hallucinations
    AI hallucinations, a phenomenon in artificial intelligence, occur when models like ChatGPT and Bard fabricate information. They act as if providing factual details, despite being completely false. OpenAI published a research paper outlining preventive measures for these hallucinations.

    Recently, a lawyer faced trouble for utilizing ChatGPT in court, as it generated fictitious cases for a federal court filing in New York.

    Resources

    Brand Watch

    Hilton
    🎬 Breaking the Mold and Records: Hilton Hotels’ 10-Minute TikTok
    Hilton Hotels took a bold step by launching a 10-minute long TikTok video, defying the trend of short, bite-sized content. Here’s how they turned it into a success:

    • They employed various techniques to captivate and entertain viewers throughout the entire 10 minutes.
    • The video cleverly emulated the browsing experience on TikTok, utilizing different cuts and transitions.
    • The inclusion of celebrities and content creators added an entertaining and relevant touch.
    • The video showcased popular content trends like stitching, split-screen video reviews, and comedy sketches.
    • As a clever tactic to keep viewers engaged, there was a surprising loop at the end, a common trick on TikTok to prolong watch time.

    Hilton Hotels defied expectations with their 10-minute TikTok video, utilizing engaging strategies, content trends, and surprises to create an entertaining and memorable experience.

    Watch the full 10 min here

  • Google Takes the Lead in Embracing Generative AI

    Every week, I bring you a summary of the need-to-know news in the world of digital marketing. No fluff, just the good stuff.

    If you find it helpful, be sure to share it with a friend!

    Summary

    • 💡 Google Takes the Lead in Embracing Generative AI
    • 💥 Adobe Photoshop’s Firefly Transforms Image Editing
    • 💬 WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames
    • 📸 Instagram introduces ‘Instagram search results’ Ads Placements via the Instagram Marketing API
    • 🔒LinkedIn Introduces New Features to Combat Scams and Enhance Verification

    Updates

    AI
    AI Power Play: Google’s Disruptive Strategy and Adobe’s Firefly Transform the Future of Work
    While your job remains secure, it is essential to acknowledge the significant impact AI will have on the future of work. In the past week, there have been numerous updates and announcements that are set to disrupt our work processes.

    Notably, Google has taken the lead by incorporating AI into various aspects of their offerings. Their strategy involves leveraging their existing distribution power to gain an edge in the AI race, especially when compared to Microsoft. 

    During the Google IO conference, the company’s top executives emphasized the importance of AI, mentioning it over 150 times. Currently, their primary focus is on generative ads, along with a concerted effort to guide marketers in adopting new approaches to reach users who now incorporate AI search in their customer journey.

    Internal documents indicate that Google has approved a range of AI projects aimed at assisting advertisers and YouTube creators. These initiatives aim to harness AI capabilities to improve ad-related processes, targeting, and optimization. Additionally, Google plans to automate customer service for its products using AI models, enhancing support experiences for users. The company is also developing an in-house image creation tool akin to Mid-Journey and Stable Diffusion.

    Adobe Photoshop is set to revolutionize image editing with the introduction of Firefly, a powerful AI tool that enables users to effortlessly expand images and manipulate objects through text prompts. This feature, leveraging Adobe’s AI image generator, marks a significant breakthrough in the field. Firefly is still in beta, with a full release expected in Photoshop later this year.

    Watch this captivating video showcasing the immense power of Firefly in action.

    Meta Introduces Powerful Enhancements to Lead Ads
    Meta introduces innovative Lead ad features: dynamic responses in forms and seamless offer claiming. Users can now click through in-feed ads to instantly apply discounts at purchase. Enhancing user experience and driving conversions. Read more

    LinkedIn Introduces New Features to Combat Scams and Enhance Verification
    LinkedIn enhances job-seeker confidence with new verification tools for job postings. It also introduces scam warnings for suspicious messages, addressing fake account concerns. Verified company info, job poster details, and government ID verification offer added transparency. Read More

    YouTube Pilots RSS Ingestion: Automating Podcast Audio Uploads with Show Art
    YouTube pilots “RSS Ingestion” with select partners, allowing automatic uploading of new audio from RSS feeds to YouTube with show art. Read More

    WhatsApp Will Soon Grant Users the Ability to Create Their Own Distinctive Usernames.
    WhatsApp is planning to introduce on a new update that will allow users to set up a unique WhatsApp username. This will allow users to hide their phone numbers. Read more

    Newsletter Recommendation: 

    This week I wanted to recommend a newsletter that coaught my eye called BeSmart

    It’s packed with eye-opening content on various topics, one that I enjoyed is about the Dunning-Kruger Effect and how to overcome it. Each day, you’ll discover something new and expand your knowledge. Plus, it’s a quick read, taking less than 5 minutes of your time.

    Check it out!

    Search
    Is Google’s two-decade reign over search under threat?
    Is Google’s long-standing dominance in search nearing its inevitable decline? Over time, we’ve observed a succession of bold and strategic maneuvers slowly but surely pressuring Google, potentially reshaping the search landscape.

    The latest move comes from Instagram as they introduce ‘Instagram search results’ Ads Placements via the Instagram Marketing API.

    This feature update will enable the following three capabilities / use cases via the Marketing API.

    • Create ads with the option to include Instagram search results as a placement.
    • Gain insights into ad performance specifically within Instagram search results.
    • Preview ads to ensure optimal visual presentation.

    On another hand Microsoft’s Bing search engine has reached a significant milestone of over 100 million daily active users, following the recent introduction of its AI-powered Bing Chat feature. 

    This surge in usage suggests that Bing Chat has successfully attracted new users who had previously not engaged with Bing. However, it is important to note that Google still maintains a considerable lead with over 1 billion daily active users, highlighting the competitive challenge Microsoft faces in gaining market share.

    So what? How will this impact our work?

    With AI-powered search becoming more prevalent, we need to consider how users will discover information in new and innovative ways. Additionally, the growing popularity of search on platforms like Instagram and TikTok among younger generations highlights the need for marketers to explore and optimize search opportunities beyond traditional search engines. 

    Resources

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