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TikTok's Symphony suite, unveiled at TikTok World 2024, introduces cutting-edge AI-driven tools to enhance creativity and engagement. The suite includes Stock Avatars, featuring paid actors who have licensed their faces for commercial use, akin to the widespread presence of AI stock voices, and Custom Avatars, where creators can construct multi-lingual avatars that translate content into over 10 languages, ensuring broad audience accessibility. It's crucial for brands to use AI responsibly to prevent the dissemination of misleading information, with stringent oversight, especially regarding Stock Avatars. Given that users generally trust content created by humans more for its authenticity, this responsibility is paramount. This innovation signifies significant advancement for influencers and social commerce, facilitating streamlined content creation across multiple languages and enhancing overall efficiency and innovation. Read more about this at: https://lnkd.in/eVRPnfUW 

Meta has introduced a new Messenger feature that aims to enhance its position in the marketing landscape, specifically targeting SMS marketing. This feature allows businesses to engage with customers through rich, interactive messages on Messenger, offering a more dynamic alternative to traditional SMS marketing. Meta uses AI to determine the right subset of users to reach with images, videos, and interactive content. Meta's Messenger feature represents a new opportunity for businesses to enhance their marketing campaigns by delivering more personalized messaging to their target audience, like they do through SMS and email marketing. Leveraging this feature can provide brands with more impactful customer engagement for users, since AI can help find the right message for the right audience. As a result, it could prove to have strong potential for conversion-focused marketing campaigns. Read more about this at: https://lnkd.in/et-zdcuC

The most recent Google SEO leak has provided unprecedented insights into the inner workings of Google's search algorithms, highlighting key ranking factors, outlined below. This kind of transparency is new for Google and emphasizes the importance of high-quality, well-structured content that demonstrates topical authority. Key takeaways from the leak: Title Match Scores: Accurate, relevant titles are crucial for higher ranking Link Freshness: Fresh links from new or updated pages carry significant value User Engagement Metrics: Higher click-through rates and user engagement positively impact rankings Content Clusters: Structuring content into thematic clusters enhances topical authority Content Refresh: Regularly updating content maintains its relevance and improves rankings Data Utilization: Google’s use of user interaction data emphasizes the importance of positive user engagement Websites should focus on creating comprehensive content clusters, ensuring both short and long articles are valuable and relevant. Regular updating and fresh link-building efforts are critical for maintaining high rankings, and understanding specific ranking factors can help SEOs refine strategies to align more closely with Google's criteria. We are turning these learnings into actionable strategies by refining content creation processes, focusing on topical authority, and enhancing user engagement across our platforms. Read more about this at:  https://lnkd.in/eiGxVYN3

Forbes Advisor's recent study, conducted with Talker Research, surveyed 2,000 U.S. internet users to uncover the evolving landscape of social media and search behaviors. Younger audiences are leading the shift towards using social platforms like TikTok and Instagram for product discovery, particularly for fashion, beauty, and food. Meanwhile, Google remains the go-to for larger purchases, travel plans, and professional services. Generative AI is playing a significant role in this shift. Google’s introduction of ChatGPT-like responses within Search is poised to influence search habits, potentially bringing users back to their search platform. Similarly, TikTok and Meta are experimenting with AI chatbot tools, which may further impact how users look for new information. As these technologies evolve, the landscapes of both traditional search engines and social media will continue to change, offering new opportunities and challenges for digital marketers. For our clients, these findings emphasize the importance of a diversified marketing strategy. To reach older audiences, maintaining a strong presence on Google is crucial. However, to engage younger consumers–especially across several leading ecommerce verticals–leveraging the trend-driven nature of TikTok and Instagram is essential. Understanding where and how your customers search for information allows us to craft tailored strategies to meet users where they’re at and maximize impact across platforms. Read more about this at: https://lnkd.in/e5RjZqRM

YouTube has become a major player in the TV space, and has continued to gain share in recent months. This April nearly 10% of the total time that Americans spent in front of TV screens was spent on the YouTube smart-TV app, according to Nielsen. And this doesn’t even include time spent watching on the YouTube TV platform. YouTube is the largest streamer by view time, even higher than Netflix–which accounted for nearly 8% of total TV view time in April–and has been since early 2023 Tapping into YouTube is a no-brainer for any advertiser looking for relevance and reach in the CTV space. When you pair its reach with the relatively low barrier to entry for YouTube buying via Google vs. buying CTV via a DSP, Google’s varied targeting options, and the its CPM efficiency, YouTube becomes an attractive option & great entry point for advertisers looking to branch out into CTV for the first time or round out their CTV strategy. Read more about this at: https://lnkd.in/eUbiPsUU 

Google has introduced AI-generated summaries (SGE) to search results, using multi-step reasoning to provide quick insights to complex queries. Upcoming upgrades include AI-organized SERPs and the ability to adjust overviews by language and complexity. Since its launch, individual sites and publishers have experienced an estimated 60% decrease in search engine traffic. On average, only 47% of top-10 results will contribute to the AI-search overview. This monumental shift towards AI-centric search will require businesses to optimize for discoverability in not just SERPs, but also SGE. Identifying specific query strings that trigger the AI overview and publishing content tailored to those models is essential to maintain visibility and sustain organic search traffic. Read more about this at: https://lnkd.in/evgmdV6w

Starburst recently launched its first major campaign in 12 years titled "Different Every Time," leveraging generative AI to create over 300 unique assets spanning TV, online, social, and augmented reality (AR) platforms. The campaign emphasizes novelty and individuality, aiming to engage Gen Z consumers amidst a sea of sameness in digital content. Starburst's innovative approach taps into younger audiences' preferences, with previous successes on platforms like TikTok, and aligns with Mars candy brands' recent marketing efforts targeting diverse consumer interests and trends. The debut of Starburst's campaign, driven by generative AI, represents a notable innovation in advertising, likely to capture attention and engagement in the industry. It is positive news for advertisers, showcasing the potential for AI-driven creativity to deliver personalized and dynamic content. There is great potential in generative AI for brands that are seeking novel and impactful marketing strategies in reaching Gen Z audiences. Read more about this at: https://lnkd.in/eDSaRkF5

According to a recent article on Search Engine Roundtable, Forbes has taken significant steps to prepare for Google's upcoming site reputation abuse policy by completely removing their coupon directory. The directory containing coupons now serves a 410 status and has been removed from their site. This is all in line with Google's helpful content update last year. Their goal is to provide the best, most relevant content to searchers, and this site reputation policy is the next step in curtailing websites from gaming the system. Where the helpful content update focused on first-party content generation, this update is focused on third-party actors and making sure that content creators display a positive reputation and expertise within the topics. Read more about this at: https://lnkd.in/d_DbC3gF

The landscape of influencer marketing is beginning to favor micro-influencers as they have higher engagement rates, cater to niche audiences, and come with more budget-friendly collaboration costs. As consumers call for more transparency from brands, micro-influencers fit the bill of creating authentic, meaningful content that speaks to their audiences. Leveraging micro-influencers can be a great way to reach a target segment in an increasingly competitive market. This tactic may be a solution for marketers to break through to their audiences while maintaining a cost-effective, personalized identity. Smaller brands should consider the advertising value of micro-influencers and their keen ability to connect with audiences at a price that doesn’t break the bank. Read more about this at: https://lnkd.in/eUF2U2hu

A new study indicates that ads on retailer websites are twice as likely to influence shoppers compared to ads on non-retailer sites. It suggests that shoppers are more receptive to ads on retailer websites because they are already in a buying mindset when visiting these sites, making them more likely to engage with the ads. This study underscores the significance of context in advertising effectiveness – When consumers are actively seeking products or services on retailer websites, they are more likely to be receptive to relevant ads. Advertisers should consider retail media networks when planning their marketing campaigns, focusing on targeting and placement to ensure they reach audiences at the right moment in their purchase journey. Read more about this at: https://lnkd.in/gQDQkyjd