The News Nest
The News Nest
August 2024 | This week, I've rounded up the latest news in digital marketing, artificial intelligence, social media, branding and more
This week, I’ve gathered some interesting articles, news and blog posts related to AI and marketing, Social Media, Branding and Storytelling, and more.
Overall, I tend to gear things towards small and micro businesses — so don’t get caught up in Big Names in the titles or fall into a panic that a potential tactic will cost thousands of dollars. There’s something we can all take away from these articles.
Although if you’re stuck, reach out! Or maybe you’re revved up to implement something you’re inspired by but don’t know where to start — I can help! Let’s chat.
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AI & Marketing
➡️ Streamline marketing insights with AI
AI tools are becoming more than handy writing collaborators. We’re now entering a time in which they can provide insights for marketing campaigns.
For example, Spok is a new subscription service that combines LLMs, first- and third-party data, and specialized marketing intelligence to “help businesses understand customer behavior, enhance content strategy, and accelerate ROI across digital channels.”
If this works as they’re advertising it, this is going to dramatically change the workflow of small and mid-size businesses.
➡️ Let's work it out on the remix (with AI)
I’m always encouraging small business owners and marketers to repurpose their content: Take a popular blog post and turn it into a video; use the comments from a particularly engaging social media post and build an FAQ page on your website; capture tons of photos and videos at an event so you can reuse them later on; etc. etc. But! This can still eat up a lot of time.
CMI offers a handful of ways to use artificial intelligence to remix your content. AI is getting a bad rap for wiping out creativity. But this is a great use for it in order to maximize your time and efforts.
The takeaway: Stop reinventing the wheel and simply make a better car. (That metaphor works, eh?)
➡️ Google misses the mark on Olympics ad
During the Olympics, you might have seen Google’s ad that encouraged a young girl to handwrite a letter to her favorite track athlete. Er, sorry… A dad asked Gemini–Google’s AI assistant–to write a letter about how inspiring the athlete is from his daughter’s POV. The video did show him using Gemini for other things, such as teaching hurdle techniques, but the letter is what riled up folks.
Watch the ad–which was pulled after the backlash–and see how it makes you feel. What do you think Google is trying to say in regards to technology helping us do things? Would you use AI to write a heartfelt letter to someone who inspires you?
Social Media Marketing
➡️ Marketing with Sam exposes herself
Sam shared in a Reel how she goes viral. First on the list? Smiling and laughing. The rest goes a little deeper, yet none of it is groundbreaking. It really does make you wonder if going viral is easier than we think…
➡️ Start focusing on reach, not followers
Instagram has been pushing creators to stop focusing on their follower count and instead focus on their reach and views. They recently doubled down on this by making views the main focus of their analytics dashboard.
As Instagram users change their social media habits, they’re relying more on the “For You” page to find new content to share with friends. In essence, users are relying more on the algorithm to show them what they want instead of following accounts to see what they want.
The takeaway: Your followers will always be important – those people really want to see what you have going on. But as Instagram shifts their focus to views, consider how you can create content that is shareable and will reach more people.
More to explore: How Social Platforms Measure Content Views [Infographic]
➡️ Is your social media having a BRAT summer?
When Kamala Harris launched her presidential campaign, her social team seemed to take the reins and run at a blistering pace. They jumped on memes and trending audio and created highly engaging posts.
This Marketing Brew article details why the content is connecting so well with a young audience and those who were beyond tired of election discourse.
The takeaway: You can be serious yet silly while better connecting with and engaging your audience.
➡️ Insert your niche into the bigger picture
Vogue did an "In the Bag” video with Snoop Dogg during the Olympics. It’s funny and endearing and makes me want to eat a sleeve of Biscoff cookies. However... I noticed Olivia VanDerMillen added a little extra magic when she made a Reel about the fragrance Snoop carries in his bag, brilliantly honing in on her area of expertise from the viral video. (Watch below.)
She was able to capitalize on a global moment (Olympics), a figure many people on social media were paying attention to (Snoop) and add her own unique twist (sounding off on the gendered aspect of perfumes) to the content. The payoff? The video has more than 60,000 likes, over 800 comments and 777,000 plays. This engagement is much much higher than the Reels around it.
The takeaway: Do you have to hop on every viral moment? Nope. But if you see something that very much aligns with what you do — even if it’s the most random of things – jump on that.
Let’s work together!
Oh hey there! Thanks for reading this far. Looking for some hands-on guidance for your marketing strategy and tactics? I work with solopreneurs, artists, makers and small biz owners to help them improve their digital marketing and better connect with their customers.
Find out how you can work with me.
Branding & Storytelling
➡️ Reach Gen Z through newstalgia
SheerID makes the case for leveraging cultural reference points and emotion to better connect with Gen Z shoppers.
“What Gen Z consumers want most is the feeling of being authentically connected with a brand based on its original values.”
The takeaway: Connecting with Gen Z is probably much easier than you think, with less rizz than you assumed. No cap, fam.
➡️ Should you start a newsletter?
Fast Company details 4 reasons you should think about starting a newsletter:
Building a relationship with your audience
Maintain control of your audience (while owning your content)
Establish your expertise
Support your revenue plan
And if you’re thinking about starting a Substack newsletter, I recently shared my thoughts on why small businesses should probably shy away from that specific platform:
➡️ Dua Lipa isn’t the only one with new rules
Fast Company also detailed the new rules of advertising:
Shifting from people story to product story
Switching from emotional connection to trusted differentiation
Evolving from brand ecosystem to brand universe
Refocusing from scalable model to repeatable system
The takeaway: Keep learning. Keep experimenting.
Industry News, Tips & Tricks
➡️ Creativity is more important than ever
Give this report from Marketing Dive a quick read – especially if you’re in a marketing or creative role or manage folks in those roles.
“While 81% of CMOs see creativity as more important for business than ever, the majority feel challenged on how to move forward, Dentsu Creative found.”
➡️ Google’s tools get some upgrades
Google has some updates that might be very useful:
➡️ Is it time to fully rethink our digital marketing strategies?
Content Marketing Institute has an interesting article called The New Facts About Your Owned Media Strategy. It details why we shouldn’t rely on owned media and instead distribute unique content anywhere our target audience spends time.
This sounds… exhausting. But, it could be the strategic and creative reset that many brands need.
Feeling inspired? If you’d like to chat about any of these tactics and how they can work for your small or micro business, schedule a consultation today. I’d love to hear from you.
Take care, birdies! 💙