Marketers & Influencers Optimistic About AI’s Impact On Advertising, New Study Suggests

An online survey, consisting of 1,235 influencers and 73 marketers, indicates a rising trend in AI adoption. However, concerns about the growing technology persist.

Most marketers and influencers are willing to integrate artificial intelligence (AI) into their work, as revealed by a new study released by micro-influencer platform SocialPubli today.

Fielded in September, the ‘AI in Influencer Marketing 2023’ study polled 1,235 influencers and 73 marketers from Europe and the Americas to assess how AI is impacting and reshaping the industry.

The study coincides with what some experts have termed the “AI Revolution,” between the release of ChatGPT one year ago and the emergence of federal regulations, like President Biden’s new, sweeping executive order.

Despite being in its infancy, AI has already influenced essential aspects of influencer marketing, ranging from content creation to influencer discovery, campaign performance measurement, and analytics.

SocialPubli’s research reveals the current concerns and hopes of marketers and influencers alike.

Key findings

  • 71% of influencers regard AI as an opportunity for growth and success rather than a threat to the industry. Meanwhile, 52% of influencers incorporate AI into their work.
  • Nearly 30% of influencers follow or engage with virtual influencers

  • 82% of marketers view AI as an opportunity for growth and success, with 76% using AI in their work.

  • 62% of marketers are open to collaborating with virtual influencers, but only 28% have reported working with them, of which 22% reported positive outcomes.

  • AI’s main use applications comprise brainstorming

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39 Emotions Digital Marketers Can Use In Advertising

In a previous article, How To Make A Video Go Viral, I mentioned research that shows videos that evoked the emotion of hilarity, inspiration, astonishment, and exhilaration tended to be shared the most. People shared videos that elicited “high-arousal” or intense emotions twice as much as ones that elicited “low-arousal” or moderate emotions.”

For the past few months, I’ve been searching for a new way to categorize emotions and I stumbled across a post on LinkedIn that said, “Here it is! The DAIVID Field Guide to Emotions in Advertising with each of the DAIVID 39 emotions.”

The LinkedIn post said,

“As every good creative knows, make people feel something and it will have an effect on brand and sales.”

So, I downloaded their field guide and read all 56 pages in one sitting – like a whodunit. It even opens with a killer quotation by Jonathan Haidt,

“The rational mind thinks it’s the Oval Office when actually it’s the press office.”

The field guide draws from research conducted at the University of California, Berkeley; Stanford University; and the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia.

The field guide categorizes 39 emotions into 6 “emotional cohorts”  and acknowledges,

“Emotions in advertising are nothing new. Intuitively, gifted storytellers have taken us through lows and highs to make us feel good and well disposed towards brands through the years.”

It explains, “What we have lacked up to this point though, is a clear codification. Whether something is ’emotional’ or not has often been decided subjectively and with the poor emotional lexicon that we humans have.”

And it concludes, “That’s why we have the DAIVID 39, which gives us a common language to communicate this through the advertising process and brief with feeling.”

So, here is

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Ads on Lapse? Not yet—but marketers are keeping an eye on the new platform

The year TikTok officially debuted in the US in 2018, it had roughly 271 million monthly active users. Fast forward to 2023, and it now has more than 1 billion, according to Statista.

Not every new social media app has enjoyed that scale (we’re looking at you, Peach, BeReal, and Vsco)—but there are still plenty of apps working to stand out. This fall, a new app, Lapse, briefly topped the App Store after it required new users to invite friends before signing up.

Lapse allows users to take photos and share them, unedited, once they “develop,” like a digital version of a disposable camera. While it remains to be seen whether it will manage to outlive initial interest, the UK-based app is working on perfecting its current iteration, co-founder Dan Silvertown told Marketing Brew—and some marketers said they are keeping an eye on the app to see if it becomes a viable tool for their clients.

Second time’s the charm?

Lapse, which first debuted in 2021, is in a reinvention phase. The first version, Silvertown said, encouraged people to take photos with their friends when they were all together, sharing the pictures with the whole group afterward. And while photos were snapped during group gatherings like parties or vacations, the structure “didn’t work so well day to day,” he said.

The latest iteration of Lapse, which is the one currently available and which rolled out in August, was introduced to help sustain interest in the app, Silvertown told us.

“This new version of Lapse takes the same idea and concept of shooting on a disposable camera, but rather than shooting in a collaborative way, the shooting actually happens in an individual way,” he said. “It can be used by someone to journal their day and capture their memories.”

Marketers compared

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Marketers Won’t Invest in X Alternative Without Witnessing Benefits

  • The social media landscape is increasingly fragmented due to new and upcoming platforms like Threads and Mastodon.
  • So, what do marketers think of trying out new social media platforms?
  • Capterra’s recent Social Media Landscape Survey tried to find the answer.

The social media landscape is heating up, with multiple platforms like Threads entering the scene and competing for user acquisition. Simultaneously, the landscape is getting increasingly fragmented. In this scenario, marketers need to navigate various platforms and decide on the right one that can help them optimize their budgets and gain more user attention.

So, what do marketers think about trying various social media platforms for professional use, especially new entrants like Threads? Capterra’s Social Media Landscape Survey tried to find out the answer.

Here are a few insights from the study and what to look for when considering new platforms.

See more: How To Build a Profitable Social Media Marketing Funnel

Marketers Adopt Multiple Strategies To Invest in Social Platforms

In the world of social media, where audiences go, companies and marketers usually follow. With users spread across platforms, marketers have adopted different strategies to allocate their social media budgets. Regarding how their companies allocate budgets and resources to social media platforms, 53% of marketers said they allocated resources fairly evenly across multiple platforms. On the other hand, 47% focused a significant proportion of their budgets on one or two main platforms.

The decision to allocate resources on multiple or a selected few platforms depends on several factors, such as goals, platform dynamics and features, and available resources.

Important features of social media platforms when it comes to marketing

The most important features of social media platforms when it comes to marketing

Source: Capterra’s 2023 Social Media Landscape SurveyOpens a new window

That said, there are pros and cons associated with each approach.

Pros and cons of allocating resources

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Marketers’ Guide to Google’s Next Generation AI-Powered Ads

The Gist

  • Google is putting AI front and center. With enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE).
  • Google Ads now offers an AI-powered chat. A feature that simplifies the process of starting a new ad campaign by providing suggestions and ideas in a chat-like experience.
  • Google is bringing generative AI to Performance Max. Allowing users to create and scale custom assets easily and introducing new goals for customer acquisition and reengagement. 

For years artificial intelligence has been subtly pulling strings in the background of Google ads, serving as the secret sauce behind many successful campaigns. But like a stagehand stepping into the limelight, Google is thrusting its AI from the wings to center stage as the company unveiled a slew of generative AI innovations during its annual Google Marketing Live event, yesterday.

With a goal to “significantly transform” the landscape of digital marketing, company officials announced plans to “bring AI front and center” with enhancements to Google Ads, Performance Max, Product Studio and Search Generative Experience (SGE) in Search Labs.

Enhancements that, according to Google Ads VP Jerry Dischler, will “bring AI front and center, making it the best tool in your marketing toolkit.”

On the heels of Google I/O — the company’s annual developer conference that took place earlier this month — Google Marketing Live took place May 23 and is aimed at advertisers, marketers and businesses who use Google’s suite of marketing tools and features announcements about new advertising products and updates to existing services.

So, what’s the big news? Let’s take a look.

Related Article: PaLM 2 and More: Google Unveils Latest AI Advances at This Year’s I/O Conference

Google Ads Unveils AI-Powered Chat Feature

Sometimes starting a new ad campaign feels complicated and overwhelming — but a new

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Meta’s AI-pushed promoting technique splits marketers

Meta’s initiatives to overhaul its marketing technological know-how in reaction to Apple’s privateness improvements are top to bumper benefits for models but also fears from entrepreneurs they are being compelled to relinquish way too much management to the social media platform.

The $440bn enterprise has been pouring financial commitment into implementing equipment studying and synthetic intelligence to its promoting methods in the latest months.

The aim is partly to get over the limitations launched by Apple two years in the past that drive applications to get permission to observe buyers and serve them personalised adverts. Meta claimed it lost all around $10bn in revenue in the nine months just after Apple rolled out its privacy modifications in April 2021.

Meta has commonly allowed advertisers to target consumers on the Fb and Instagram applications centered on behaviours gleaned from users’ on the web pursuits outdoors the platform, as well as characteristics such as age and gender.

Now, an featuring released in August referred to as Advantage+ utilizes synthetic intelligence to automatically create various adverts in accordance to the certain goals of the marketer, these kinds of as irrespective of whether a manufacturer is seeking to provide merchandise or gain new prospects.

The algorithms can operate checks of possible adverts and select what they imagine will be most effective, with the solution to immediately change text and visuals.

Meta said it experienced invested in dramatically growing its computing electrical power in purchase to train these additional advanced AI versions on larger sized knowledge sets. With much less granular knowledge obtainable on the particular person consumer, Meta instead is generating plenty of versions of adverts, assessing how well they resonate with audiences and then flooding the industry with the variants that conduct finest.

Numerous advertisers and corporation insiders informed the Economic Situations the

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