Seriously, imagine being an artist in this AI-driven world.

If you’re an artist, you might feel a bit uneasy with some AI advancements. Not because you think AI will replace you, but because you might be afraid of two main things:

1. AI stealing your intellectual property to generate artwork.
2. People not recognizing the value and originality of your work after believing they can generate any creative work with AI.

These are genuine concerns, and driven by them, many artists have decided to ditch Meta’s social media platforms like Instagram and Facebook. But if they still need to share their art and build communities, is there an alternative path?

Apparently, there’s one, and it’s called “Cara.” In this post, I’ll answer most of your questions about the platform. Dive in!

What Is Cara?

“Cara is a social media and portfolio platform for artists.” Straightforward, right? That’s how they define themselves on Cara’s “about” page.

In response to the spread of generative AI, Cara aims to filter out AI-generated images, providing a space where genuine human creativity can be easily found and appreciated. 

The platform (in open Beta) addresses the ethical concerns of current AI tools, advocating for regulations to protect artists’ rights. They stand against artwork being scraped from artists’ portfolios without consent to train AI models. 

They also ensure that AI-generated content, if allowed at some point, will be clearly labeled.

Who Is Cara’s Founder and Team?

The founder is a badass woman named Jingna Zhang, who graduated from the School of Business at Stanford University and has been in the art industry for 20 years. 

She believes the Cara app is the new home for artists since major companies left them adrift.

The team comprises volunteers like Katie Borisov, a Senior Production Engineer, and Jake RT, a PhD Student and Full-Stack Engineer. 

The volunteers claim to dedicate themselves to fostering a community that respects and prioritizes the human factor in art.

What Does Cara Look Like?

“It looks like X (former Twitter) and Instagram had a baby,” I read in one of Reddit’s threads, and it’s probably the best description of Cara’s look and feel so far.

When you open the app you immediately see a box that says, “What’s happening?” with a 5000-character limit. Below it there’s the feed where pictures and videos from other artists appear after you follow them.

On the right side, you can see a few sections:

• Latest Discussions;
• Open Talk — where people drop any thoughts they’d like to share and others can interact with them;
• Latest — trendy hashtags, and
• Artwork Categories.

The top menu includes options like access to Cara’s blog. The blog isn’t popular yet, with low traffic and short-form posts, but it’s updated regularly. Topics discussed include events, Cara’s new features, troubleshooting info, and even a selection of the community’s work.

There’s also a Jobs board to help artists find job opportunities and a “Buy Cara a Coffee” button for donations, starting at $5.

What Does Cara Mean for Artists?

Imagine a magical island where AI can’t touch your art—no scraping, no stealing, just pure, unadulterated creativity. That’s what Cara intends to be for you!

It’s a social media platform tailor-made for artists who are tired of Meta’s AI antics. Cara grew faster than a speeding brushstroke, leaping from 40,000 to 650,000 users in a week because artists have had enough.

On Cara app, you can showcase your masterpieces without the fear of them being fed into a soulless machine. It’s like Instagram and X had a baby, but the baby respects your copyright.

So, what does Cara mean for artists? For many, it means freedom, respect, and a vibrant community that gets them.

An expert take on Cara

I asked Tiago Belotte, CoolHow Lab founder and AI specialist, for his thoughts on Cara, and here’s what he shared:

“The Cara app is undoubtedly a great option for artists and creatives in general who don’t want their work used to train AI. Especially at a time like this, when in most parts of the world there is no specific legislation protecting copyright. Even more, there is no transparency from platforms about which content has been, is being, and will be used for training AI systems. The mass adoption of Cara and other new apps like Noplace, which has been all the rage in the USA lately, reflects the importance of considering people’s opinions on a topic that has such significant impacts on our lives and work.”

How Does Cara Protect Artwork?

Cara adds “NoAI” tags by default to all the artwork uploaded to the platform. They describe it as a door lock to prevent the bad guys (AI data miners) from getting in.

But they also warn that some experienced unwanted visitors might break in regardless of the lock. They see it as a first step in protecting artists’ privacy, but not the definitive solution.

With Cara’s partnership with the University of Chicago’s Glaze project, your art gets an extra shield against AI scraping.

How does Glaze work on Cara?

Imagine your artwork wearing an invisibility cloak against pesky AI copycats—that’s Glaze in action! Glaze is a tool designed to thwart generative AI models from mimicking an artist’s unique style.

By subtly altering your artwork, Glaze makes it super tricky for AI to replicate your creative flair. It’s like giving your art a secret handshake that only human eyes can truly appreciate!

What Are Cara’s Pros and Cons?

I must admit, I downloaded the app just to poke around for now. Plus, I’ve read a few Reddit threads on the app to come up with this list. Here’s my take on Cara’s pros and cons:

Pros

• Small artists can feel more welcome since the app won’t favor just the popular and already established artists.
• AI art won’t overshadow human-made art.
• The platform includes tools specifically designed for artists, such as portfolio hosting, customizable home feeds, and automated AI image detection and filtering.
• The platform layout is simple and straightforward. It’s easy to find information.
• By partnering with the Glaze project, Cara offers additional protection against AI mimicry, helping artists safeguard their unique styles.
• Cara’s commitment to ethical practices in the use of AI and data privacy resonates with artists concerned about the misuse of their work.
• It’s just in the beginning but already has a considerable number of users and interesting features, showing promise for the near future.

Cons

• It may segregate artists and keep them away from clients who most likely won’t be on this social media, unlike Instagram, where artists have more opportunities to reach and interact with the general public.

In one of Reddit’s threads, a user stated: “I just checked it out and I really like that their explore page shows a bunch of posts with just a handful of likes, made by creators with small numbers of followers. […] I’m really curious about the job prospects through Cara. […] If the community is all artists, who’s paying for work?”

• You might notice some dust balls rolling around since it’s still a bit empty compared to Instagram or Facebook.
• Some users claim that it may not feel like social media, but rather like ArtStation.
• The platform shuts off quite often. I had to reload the page a few times in 30 minutes of use.
• As a fully bootstrapped platform with a small team, Cara may face challenges in scaling and providing consistent support to its rapidly growing user base.
• Without venture funding or a clear monetization strategy, Cara’s long-term financial sustainability might be a concern, affecting its ability to innovate and expand.

Is There Anything Shady in Cara’s Privacy Policy?

I read Cara’s privacy policy from top to bottom and couldn’t find anything too shady, but here are some important highlights to help you decide if you want to create an account on Cara:

• No Auto-Gathered Info: No personally identifiable information is automatically gathered. Pay attention to the word “automatically” because later in the text they mention that they may gather some personal information (like your name and email) with your consent through forms and surveys to improve their product.
• User Responsibility: You’re responsible for the personal information you decide to share.
• No Selling Info: They promise never to sell your personally identifiable information to third parties.
• Children’s Privacy: Cara explicitly requests that people aged 16 and under do not submit any personal information, and any such information discovered will be deleted.
• Non-Personal Info: Non-personal information like the browser being used, IP address, accounts you connect, and types of interactions you have may be gathered to “enhance your online experience” (they repeat this multiple times).
• Cookies: They use cookies to save preferences and passwords for you, and to collect info processed by Google Analytics so they can see the number of sessions, users’ locations, and other information that may help them improve their site. You can reject cookies anytime.
• Updates: The privacy policy was last updated on January 2, 2023, and may be updated at any time. “You are bound by any such revisions and should therefore periodically visit this page to review the then-current Online Privacy Policy to which you are bound.”
• Opt-Out: Users can opt out of receiving communications from Cara and can request the deletion of their accounts and personal data.

A conspiracy theory?

Some users worry that Cara doesn’t allow AI-generated work yet because they’re actually trying to collect high-quality artwork to train AI themselves. 

This kind of conspiracy theory doesn’t hold water, though, since Jingna, the founder herself, joined in 2023 the lawsuit against Stability AI, DeviantArt, Midjourney, and Runway for exploiting artists’ work. 

Now, Cara’s founder is suing Google for the same reason, along with fellow creatives.

Final Thoughts: Pondering the Future of Art in an AI-Driven World

As we navigate this AI-driven world, it’s important to think about the implications of using artists’ work without permission. The Cara app is a shining example of how we can preserve genuine human creativity in an era of AI.

Picture a world where every unique piece of art is at risk of being copied by machines. For artists, this isn’t just a worry—it’s a real threat to their creative expression. But even if you’re not an artist, shouldn’t we all be a bit concerned?

AI has brought amazing advancements, but it also raises serious ethical questions. If we let AI learn from and mimic human creativity without consent, we risk losing what makes art so special. 

It’s not just about protecting artists’ jobs; it’s about preserving the soul of creativity itself.

Cara offers a glimpse into a future where technology and human artistry can coexist peacefully. It’s a reminder for all of us to think about the role of AI in our lives and the values we want to uphold.

The post From Meta to Cara: Where Artists Reclaim Their Creative Freedom appeared first on Rock Content.

The last time I did that was with something like, “What’s the history behind the sign ‘Every second counts’ in the kitchen in the series ‘The Bear’? I don’t remember because I watched the entire last season in one afternoon and forgot everything.” 

With no surprise, I must confess, I stumbled upon a subreddit brimming with comments and perspectives on this topic (this one, to be more precise). 

If you’re a little bit lost: Reddit is a unique aggregation of forums where users from around the globe gather to discuss a diverse array of topics. 

In short, from breaking news and scientific discoveries to lifestyle tips and meme culture, Reddit’s community-based structure allows users to explore and contribute to subjects that match their interests, hobbies, and passions (aka: everything).

Each subreddit serves as a dedicated space for like-minded individuals to share information and engage in discussions, making it a hub of active and informed communities.

The site has been gaining popularity since the beginning of 2024 (at least in our little SEO and content world): if you keep up to date with Google news, perhaps you’re aware of the recent complaints about Reddit appearing more frequently in Google Search (mostly after Google’s March update) and the $60 million deal between Reddit and Google.

And if you like numbers, I’ve gotten some of them for you too: as of February 2024, Reddit has an estimated 1.2 billion monthly unique visitors. And 49.79% of Reddit’s daily active users are based in the US, so 36.4 million daily active users in the US alone. Not bad, right? 

Okay, cool, but why are we talking about Reddit? Why should you, as a marketer, keep a closer eye on “the front page of the internet”?

Throughout this article, we’ll delve into the factors driving Reddit’s growing influence (especially among Gen Z), including a significant new partnership with Google, and discuss what this means for businesses, marketing professionals, and the broader landscape of digital content discovery.

The Beginning: Google-Reddit Deal

Let’s revisit the significant news from February 2024: Google and Reddit entered into a groundbreaking licensing agreement that captured the attention of the tech community. 

According to a Reddit publication, this deal granted Google real-time access to the wealth of conversations and data on Reddit, reflecting over 18 years of authentic and constantly-updated human-generated conversations and experiences.

This partnership was not solely about enhancing the visibility of Reddit threads in search results; it was also strategically aimed at deepening the tech giant’s grasp on human dialogues, essential for advancing AI technologies. Financially, the agreement was a breakthrough, with Reddit reportedly securing $60 million annually.

And, of course, there were a ton of subreddits talking about it, such as this one.

With this partnership, and through Reddit’s Data API, new ways were introduced for Reddit content to be displayed across Google products, offering programmatic access to fresh, constantly evolving, and dynamic public posts and comments. 

This enhanced collaboration provided Google with an efficient and structured way to tap into the vast corpus of content on Reddit. 

It helped Google improve its products and services, including new methods to display Reddit content and more effective ways to train models.

Reddit’s work with Google aimed to make it easier for people to discover, and engage with content and communities on Reddit that are most relevant to them. It was aligned with their belief in an open internet and striving to better serve existing users while reaching new audiences. 

This expanded partnership did not alter Reddit’s Data API Terms or Developer Terms, which stipulate that content accessed through Reddit’s Data API cannot be used for commercial purposes without Reddit’s approval. 

First Step: Impact on Reddit’s Visibility and Organic Traffic

With no surprise, the collaboration between Google and Reddit has had a tangible impact on how visible Reddit is on the internet’s most popular search engine.

Since the agreement, Reddit discussions have started climbing the ranks in Google search results, making the platform more accessible to a broader audience. 

The numbers speak for themselves. According to analytics firm Similarweb in a Search Engine Journal article, Reddit has experienced a remarkable 39% increase in traffic year-over-year. 

Reddit’s growth can be attributed to several factors. A recent algorithm update by Google, which prioritizes helpful content from discussion forums, has likely played a significant role in boosting Reddit’s search rankings and overall visibility. 

This change aligns with Google’s ongoing efforts to enhance the relevance and quality of search results for users (aka EEAT and the main base of the March Core Update 2024). 

Moreover, data from Business Insider in Search Engine Journal suggests that an increasing number of people are discovering Reddit through Google searches rather than direct visits to reddit.com. 

Google denies the connection between these facts, but it would be really naïve of us to not think about it. 

Reddit and Content Quality in Google SERPs: What’s the Connection?   

Roger Montti, a staff writer for Search Engine Journal, talks about the expertise and trustworthiness of Reddit content. In the article Let’s Be Real: Reddit In Google Search Lacks Credibility, Montti says:

“Opinions shared on Reddit by people who lack expertise and are sharing opinions in anonymity qualify as dubious. Yet Google is not only favoring Reddit in the search results, it is also paying millions of dollars for access to content that is lacking in expertise, experience, authoritativeness and trustworthiness.”

It makes a lot of sense, right? However, many Gen Z Reddit users don’t quite agree — especially when it comes to product information.

A recent survey conducted by Reddit in collaboration with GWI and AmbassCo sheds light on this transformation. Involving over 3,140 internet users from the UK, U.S., and Germany, Reddit has emerged as a remarkably trusted resource for product research. 

Garnering trust from 78% of respondents, Reddit ranks as the fourth most trusted platform among Gen Z, trailing just behind friends and family at 88%, review websites at 86%, and store employees at 83%.

Impressively, in this group, Reddit’s credibility surpasses even Google and all other social platforms, highlighting its unique position as a go-to source for genuine, user-generated insights. 

This level of trust underscores Reddit’s significant influence on consumer decision-making processes, making it a crucial platform for businesses to consider in their digital marketing and engagement strategies.

And Now: How Reddit is Changing the Landscape of Online Search and Brand Discovery (at least to Gen Z)

The platform’s ascent in search results reflects a broader shift in how search engines value and prioritize genuine, user-generated content. As Reddit becomes a go-to source for information and discussion, it solidifies its role as a critical player in the digital search landscape

As Reddit’s content becomes more visible on Google, the dynamics of what users find—and how they find it—are evolving. This change is particularly evident in the shift towards platforms that prioritize genuine, community-sourced insights.

Gen Z users are at the forefront of this shift. This tech-savvy generation is increasingly skeptical of traditional search methods that often prioritize sponsored content over authentic information. 

Instead, they gravitate towards platforms where they can access real-time, unfiltered insights from actual people.

Reddit, with its myriad of communities and discussions, fits this bill perfectly, offering a treasure trove of opinions, experiences, and advice.

The findings reveal a significant decrease in the relevance of traditional search engines as primary discovery tools. In contrast, social media platforms and personalized discovery channels are gaining ground. Recall the fact that Gen Z increasingly uses TikTok as a search engine?

The data shows a clear trend: search engines are slowly losing their grip as the go-to discovery tools, with a notable decline from 34% in 2018 to 29% in 2023 in their use for brand discovery. 

Meanwhile, brand discovery via social media has surged from 36% in 2018 to 49% in 2023 (in North America), highlighting a dramatic shift in how consumers engage with brands.

Reddit’s Role in Modern Content Discovery: What People Have to Say About It

Reddit’s growing influence in the realm of online search and discovery can be attributed to its foundation of trustworthiness and community engagement. 

Unlike traditional search engines that rely heavily on algorithms and paid advertisements, Reddit provides a platform where content is driven by user interest and authenticity. 

For Gen Z, the appeal of Reddit lies in its ability to offer curated, personalized experiences that resonate with their values and interests. 

This generation values transparency and authenticity above all, making them particularly sensitive to the quality of information they encounter online. 

Let’s take a look at some insights from the interviews presented in the recent survey conducted by Reddit, GWI and AmbassCo that we mentioned in the beginning: 

“…When you end up searching for something on the Internet, you’re filtering/searching through like 20 whole articles, blogs, whatever from random journalists who most likely might not have any experience in what you’re looking for…. But Reddit, you can see like that it’s real people. It’s real people who know the advice that they’re giving you” (Piper, 19) Source: From Search to Research)

The survey shows that Gen Z is about twice as likely as older generations to prefer passive discovery of products, such as clothing, through suggestions rather than active search. This aligns perfectly with Reddit’s mechanism of surfacing content based on community engagement and relevance.

Of course, these benefits prompt the question: how can one ensure that the advice on Reddit is reliable, and not merely the opinions of individuals without proper knowledge or worse, those spreading misinformation? 

This is where Reddit’s karma system plays a critical role. Karma on Reddit is a score based on the upvotes and downvotes a user receives, reflecting the community’s trust and appreciation of their contributions.

However, the effectiveness of this system can vary widely depending on the context.

For instance, while an opinion about an episode of The Bear might be harmless and engaging, seeking advice on health-related issues such as diabetes requires a higher level of scrutiny. 

In these cases, the credibility of information should be carefully evaluated, underscoring the diverse needs and the critical thinking required when navigating platforms like Reddit.

Gen Z is not a big fan of traditional search experiences…

Consumer frustrations with traditional search experiences further illuminate why platforms like Reddit are becoming more popular. 

A significant portion of Gen Z — 47% — expresses dissatisfaction with the prevalence of ads and sponsored content in search results, which they feel undermines trust and clutters their search experience. 

This frustration is compounded by the necessity of navigating through multiple pages to find relevant information, a task that 44% of Gen Z finds tedious.

Envisioning the Ideal Search Experience for Gen Z: What Do They Want?

Their preferences could very well dictate the future of search engine functionalities and user experience design. Let’s take a closer look at it. 

Quality and Trust

First and foremost, Gen Z craves quality and trust in their search experiences. They desire content that is both detailed and genuine—be it product reviews or other information. 

This generation has grown skeptical of the usual fluff and overt promotional content that plagues many search results today. 

Take a look at this insight and why Reddit has proven itself as a great platform to achieve this desire: 

“{Reddit} was really helpful for me to connect with other tall girls, because there are a lot of threads where girls will post links to their favorite work, pants or jeans, and they’ll also post exactly where the pants hit them on the ankles, their inseam, their waistband measurements… I know that I can click on that exact link and go and order a size medium and have it fit me perfectly, which is super super rare when online shopping”. Steph, 20 (Source: From Search to Research)

“Another thing that I really like about Reddit is the upvote and downvote feature. I look at those quite a bit, just to see like what like the general consensus is on a topic… So we just got hardwood floors in our house… and we’re trying to figure out like the best floor cleaner to use… without damaging them… Reddit was the one that I ended up using to actually make my purchasing decision. And I just like looking at the upvotes and looking at similar questions that others had asked to finally make that decision”. Ashvvath, 21. Source: From Search to Research. 

Precision and Specificity

Gen Z users show a strong preference for search engines that can deliver highly specific and relevant results. 

This need for precision reflects a broader desire for personalization and sophisticated filtering capabilities, which are not just about finding anything but the right thing. 

Simplicity and Accessibility

When it comes to the user interface and overall search experience, simplicity rules. Gen Z favors a streamlined, user-friendly approach that minimizes clutter and maximizes accessibility. 

They are turned off by the barrage of ads and sponsored content that often distract from the core search experience. 

The preference is clear: they want information that is easy to find and straightforward, with trusted reviews and without the hassle of navigating through promotional material.

Relevance and Customization

Advanced features that filter through the noise and enhance relevance are also on Gen Z’s wishlist. 

They expect search engines to come equipped with better filters that align with their savvy use of technology. Additionally, customization is a key aspect of their ideal search experience. 

This is something that we’re talking about in our State of Marketing 2024 report. If you want to read more, check this article: [New Report] Why Your Audience Doesn’t Care About Your Efficiency (and How Personalization Can Save You)

This generation wants the ability to control how results are displayed and interacted with, suggesting a move towards more adaptive and responsive search technologies.

Challenges and Opportunities for Businesses and Marketers

For platforms like Reddit, these insights are invaluable. As a community-driven platform, Reddit is uniquely positioned to meet these expectations by emphasizing content authenticity, community verification of information, and personalization in content discovery. 

Its structure allows for a natural filtration of quality content through community engagement such as upvotes and in-depth discussions, which aligns well with Gen Z’s expectations.

Moreover, Reddit’s potential to adapt its search capabilities to be more intuitive and less ad-intrusive could make it an even more preferred platform among this demographic. 

Emphasizing features like personalized feeds based on user interaction and providing clear, concise, and directly relevant content could see Reddit becoming a primary discovery tool for a new generation.

As Reddit’s influence in the digital landscape grows, businesses and marketing professionals face unique challenges and opportunities. 

Leveraging Reddit’s Growing Influence

Reddit’s ascent in the digital world presents a unique opportunity for businesses looking to engage with highly specialized, engaged communities. 

Beyond merely viewing these communities as target audiences, businesses can see Redditors as amplifiers who can broadcast their brand message authentically and persuasively. 

This is particularly effective because Reddit’s users are deeply invested in communities that they trust and are passionate about, making them more receptive to messages that resonate with their interests.

Opportunities with Reddit Pro and Sponsored Content

The introduction of Reddit Pro, a new suite of organic business tools, marks a significant development for businesses aiming to tap into Reddit’s ecosystem. 

This free toolset simplifies the vast amount of data generated by Reddit’s conversations, providing actionable insights that businesses can use to discover relevant communities, join discussions seamlessly, and contribute meaningfully. 

Moreover, Reddit offers unique advertising solutions such as Sponsored AMAs (Ask Me Anything) sessions, where brands can take center stage in engaging directly with the community. 

This format allows businesses to address their audience’s most pressing questions, enabling a transparent and direct dialogue that can enhance brand credibility and trust.

Conversation Ads represent another strategic tool provided by Reddit, designed to insert a brand naturally into relevant discussions. 

These ads place brands at the forefront of conversations, especially in threads where their products or services are already being discussed, ensuring that they remain top of mind during critical discussions about related topics.

Furthermore, recent data from Reddit reveals that combining feed ads with conversation ads results in significant outcomes, boosting brand awareness by 83% and increasing action intent by 5.46% compared to using feed ads alone.

Strategic Engagement: Becoming Part of the Conversation

To maximize the impact of these opportunities, businesses must approach Reddit with a strategy that emphasizes genuine engagement rather than overt promotion.

Contributing valuable insights, answering questions, and participating in discussions can establish a brand as a credible and valuable member of the Reddit community. 

The goal is to add value first—this establishes trust and builds a reputation as a brand that truly understands and respects the community’s dynamics.

Engaging with Reddit’s communities in this way requires a nuanced understanding of each subreddit’s culture and norms, as well as a commitment to maintaining the authenticity that Redditors value so highly. 

By respecting these principles and using tools like Reddit Pro strategically, businesses can effectively leverage Reddit’s growing influence to enhance their visibility and engagement in meaningful ways.

Unlock the power of Reddit for your marketing strategy! But remember it’s just part of your efforts.

Discover how to optimize your content for every stage of the buyer’s journey, create impactful marketing campaigns, generate qualified leads, and close more deals.

The post Reddit: Why You Should Keep an Eye on This Ever-Growing Platform appeared first on Rock Content.

With lots of award categories like Film, Digital Craft, Innovation, and more, the festival celebrates great work in many areas. A single campaign can even win multiple awards.

One thing that stood out at this year’s event was that humanity and humor proved to be essential in cutting-edge creativity. While AI’s role is growing, the festival showcased a strong commitment to problem-solving and impactful innovation through creative ideas. Which was evident across the stages and Grand Prix winners. 

Additionally, the event spotlighted the importance of diversity and inclusion as fundamental pillars of innovation. The festival showed how diverse perspectives and inclusive practices can drive more impactful creative work.

In this article, we’ll explore key trends and innovations that emerged from the festival, providing insights to inform and inspire your next big campaign. Let’s dive in!

Key Trends and Innovations

Artificial Intelligence in Advertising

This year, as we expected, AI took center stage at Cannes Lions. Generative AI is revolutionizing how campaigns are crafted, bringing a new level of creativity and efficiency. Imagine creating personalized ads in real-time, customized to individual preferences. That’s the power of AI!

Generative AI is transforming the way brands interact with their audiences. By analyzing huge amounts of data, AI can predict trends and create highly relevant content that connects with specific audiences. This technology is also changing how people search for and interact with content.

AI is already playing a bigger role in creativity: it was used in 12% of all entries submitted this year. However, the innovation seen at the Festival was still human-inspired, highlighting the synergy between technology and human creativity. As Mira Murati, CTO at OpenAI, noted, AI is becoming more accessible through intuitively designed tools that don’t require specialized skills. She emphasized that “the technology comes to you.”

Examples and Case Studies:

• OpenAI’s Innovations: OpenAI demonstrated its latest AI tools that help brands create personalized content more efficiently​. Murati also emphasized the importance of this development, stating: “It’s a ‘shared responsibility’ in figuring out how the technology comes into the real world. Even when we think about job displacement or how we elevate certain skills, roles, that’s quite dependent on how we shape the technology and the way we shape it will shape our society. I don’t see [it] as a predetermined outcome.”

• Spotify’s Innovation: There were great examples of brands innovating with familiar tools and channels. However, one that caught my attention for its innovation and creativity was Spotify. Spotify won the Digital Craft Lions Grand Prix with ‘Spreadbeats’, the first music video to be coded and experienced within, guess what, an Excel spreadsheet! Yes, you read it right… Innovations like this open doors to infinite possibilities, including considering Spotify as a video platform (videos are everywhere!).

AI is beyond automation; it’s about how you can use it with creativity. We know that AI can analyze huge amounts of data to predict trends and create content that connects with specific audiences. However, there’s concern that the democratization of tech tools like ChatGPT and Midjourney will lead to what Jeriad Zoghby, Chief Commerce Strategy Officer at Interpublic Group, called “enhanced mediocrity.” He noted, “Without differentiation, the competitive middle is starting to swell”.

Elon Musk, CTO of X (for me, always Twitter!), offered some advice: “This is the most interesting time in all of history. So enjoy the ride.” 

As well said by Alexander Chen, Director of Creative Lab at Google:

Data-Driven Marketing

We all know that, more than ever, data is gold. First-party data, collected directly from your audience, provides deeper insights into consumer behavior. This year, the focus was on taking this data to drive smarter marketing strategies.

With Google planning to phase out third-party cookies by 2025, marketers are looking for alternatives to gather and utilize data effectively and ethically. Apple’s privacy updates, such as App Tracking Transparency, are pushing marketers to adapt. These changes require brands to find new ways to collect and use data responsibly while respecting user privacy. 

First-party data allows brands to really ‘read their audience’s minds’! Providing deeper customer insights and leading to more personalized and effective campaigns. Experian highlighted that campaigns leveraging first-party data significantly boost ROI and customer engagement.

As Denise Persson, CMO at Snowflake, put it, “Marketing has always been all about, how do I continue to optimize and how can I do more with less? AI will be big for these use cases.”

Collaborations and Partnerships

Strategic collaborations were a highlight at Cannes Lions 2024, with numerous partnerships announced that promise to drive innovation and growth in the advertising industry. These partnerships occurred in different areas, from technological advancements to creative content development.

One significant partnership that stood out was between Omnicom and Amazon Ads. This duo is combining their strengths to integrate Amazon’s ad tech into Omnicom’s platform, increasing data connectivity and insights for better targeting and personalization. 

A fun and creative example was the ‘Michael CeraVe’ campaign. This Grand Prix winner in the Social & Influencer category started as a joke on Reddit, linking actor Michael Cera to the skincare brand because their names sound similar. The playful campaign took off on social media, blending humor and creativity to generate buzz and engagement. The perfect blend!

Besides bringing innovation and growth (and laughs!), these kinds of partnerships can also transform the entire advertising industry. Imagine the possibilities…

Talent and Culture

The importance of diversity in a team was a major focus at Cannes Lions 2024. Nick Law, Creative Chairperson at Accenture Song, said that creativity “requires more than just one way of thinking” and offered some interesting advice for building a strong creative culture: “work with freaks, make scary stuff, and have some bloody fun.”

It’s not that difficult to find marketing professionals with inflated egos. But don’t fall into that trap! In any collaboration, trust is fundamental. As Kika Douglas Castroviejo, Chief Creative Officer of 180 Global, wisely observed, “creating without ego” is crucial as it “widens your aperture of understanding”.

The case of Renault’s double Grand Prix winner ‘Renault – Cars to Work’ was highlighted as a great example. Amy Lanzi, CEO at Creative Commerce Lions, praised it, saying, “The Jury was profoundly impressed by Renault’s innovative approach to solving genuine human dilemmas and pain points, while simultaneously driving business sales.”

Realizing that creative talent can come from anywhere opens up new levels of inclusion and brings in diverse perspectives. “You are what makes companies human, what makes brands human,” said Unilever’s Chief Growth and Marketing Officer, Esi Eggleston Bracey. So true!

Some brands are getting in on this, revolutionizing recruitment by changing outdated perceptions. Take Heineken’s ‘Bar Experience,’ as an example. This Gold PR Lion winner turned hospitality jobs from dead-end gigs into valuable, formative experiences.

Another case that caught my attention was McDonald’s Japan. They won the Gold Social & Influencer Lions with the campaign ‘No Smiles,’ where they encouraged employees to be their true selves at work.

Creative Excellence

“Even when you have AI in the mix, the heart of the creative process is still people,” said Vidhya Srinivasan, Google’s VP and General Manager of Advertising. It’s not only about storytelling. This is an important ingredient, of course! And it can (and should!) be combined with a lot of traditional techniques like illustration, stop-motion animation, and so on.

One example that also caught my attention was the collaboration between LOEWE and Suna Fujita, which resulted in a 35% increase in revenue.

Another piece that couldn’t be out from this article was the Film Craft Lions Grand Prix winner ‘The Square Meter.’

Going deep into your story before crafting it is key. As Alexander Schill from Serviceplan Group put it, “Go really deep into what you want to tell before crafting the shit out of it.” Respecting culture helps shape these stories, like in Unilever’s ‘Transition Body Lotion’ campaign.

Simplicity is crucial. It’s about your approach too. As a photographer (in my free time!) I couldn’t agree more with Riccardo Fregoso from Dentsu Creative who said, “The moment you reduce the possibilities, you start to focus.” 

Award-Winning Campaigns

Among this year’s winners, it was tough to decide which ones to highlight here… But after some thought, I chose the campaigns that touched me (and I hope they inspire you as well!). They stood out for their creativity, innovation, and understanding of their clients’ needs while making the world a better place.

Coca-Cola’s “Thanks for Coke-Creating”:

Won the Gold Lion for its collaborative campaign, proving the power of user-generated content and community engagement. This campaign grabbed attention and sparked conversations, perfectly aligning with Coca-Cola’s commitment to innovation.

Heinz’s “A.I. Ketchup”:

This Creative Effectiveness Grand Prix winner had a fun twist. Heinz had asked people worldwide to draw ketchup, and they all drew Heinz. This year, they asked AI to draw ketchup, and guess what? The AI drew Heinz too! Through humor, they showed that even AI knows Heinz is the real deal. Good catch!

KPN’s “Piece of Me”:

This Creative Strategy Grand Prix winner educated youth about the risks of online shaming and sharing intimate photos. Partnering with Dutch pop star MEAU, Dentsu Creative Amsterdam launched a song and music video inspired by real fan stories. The campaign went viral, achieving over 33 million views and becoming a Top 3 Spotify hit in the Netherlands.

Volkswagen & Livelo’s “Trucker Napp”:

Bronze Lion for creatively addressing driver safety. This campaign combined safety with engagement, using creative methods to address a critical issue in an impactful way.

Renault’s “Cars to Work”:

Double Grand Prix winner for solving social mobility issues by offering cars to job seekers. Amy Lanzi praised it for addressing real human dilemmas while boosting business sales.

Johnnie Walker’s “Errata at 88”:

Entertainment Lions for Music winner, reviving a forgotten female pioneer of Bossa Nova in Brazil, securing her cultural legacy.

You can check all the winners, including the ones highlighted here, on the official page by clicking here.

These campaigns exemplify the power of creative excellence in advertising, showing how bold, authentic narratives and innovative approaches can leave a better and lasting impression.

Future of Advertising and Marketing

Emerging Trends

Cannes Lions 2024 highlighted some trends that need attention:

Generative AI:

AI is not just for tech geeks anymore. It’s making ads super personalized and engaging, creating dynamic content that really clicks with audiences. Imagine ads that know what you want before you do! Sometimes I think they already do it… 

Data-Driven Insights:

With third-party cookies going extinct, first-party data is the new gold rush. It offers better insights and respects privacy, helping brands understand their customers like never before.

Sustainable Branding:

Being green is no longer optional. Brands are committing to eco-friendly practices and transparent reporting. Doconomy’s 2030 Calculator is a prime example of how sustainability can be integrated innovatively into brand strategies. This tool allows brands to be transparent about their carbon footprints, empowering consumers to make informed decisions. 

Immersive Experiences:

AR and VR are taking center stage, making brand experiences more interactive and engaging. Heineken’s “Pub Museums” turned ordinary pubs into immersive museums, wowing audiences with experiential storytelling.

Diversity and Inclusion:

Authentic representation is crucial. Initiatives like Group Black’s push for more diversity in marketing are setting new standards and showing that everyone deserves to see themselves in ads.

Partnerships and Collaborations:

Teaming up is the way forward. Think of Omnicom and Amazon Ads enhancing data connectivity, or TikTok and Instacart creating shoppable videos. These collaborations are driving innovation. Now think about whom you can partner with and make a difference. 

Laughter is the best medicine:

Funny ads are back! Humor is proving to be a powerful tool for driving engagement and building brand loyalty. Everyone loves a good laugh, and brands are capitalizing on that. Be cool!

Weird Works:

Embracing the odd and weird is grabbing attention. Campaigns like Pop-Tarts’ ‘The First Edible Mascot’ show that being different can make you stand out in the crowded ad space. The weird is the new nice!

Cultural Fluidity:

Tapping into cultural moments is key. Heinz’s viral campaign with Taylor Swift is a great example of how aligning with what’s trending can boost your brand’s relevance.

These trends show the infinite possibilities of advertising! A field full of challenges and opportunities for those ready to innovate and adapt. Like Bruce Lee once said: “Be water, my friend”.

Opportunities and Challenges

Challenges are just hidden opportunities. As the advertising world keeps changing, businesses and marketers are met with exciting opportunities and big challenges.

Potential Opportunities for Businesses and Marketers:

Hyper-Personalization:
Using advanced data analytics to create highly personalized customer experiences. Spotify’s “Spreadbeats” campaign is a great example of how personalized audio content can build deeper connections with listeners.

Content Commerce:
Mixing e-commerce with content makes it easier for consumers to buy products as they engage with content. Innovative approaches in this area can drive significant engagement.

Global Reach:
Digital platforms help brands reach a global audience more efficiently, opening new markets and expanding their global footprint. 

Challenges to Be Aware Of in the Evolving Landscape:

Data Privacy Regulations:
Stricter privacy laws mean marketers need new ways to collect and use data responsibly. With third-party cookies disappearing by 2025, adapting to privacy-focused strategies is a must.

Ad Fatigue:
With so many digital ads, it’s hard to keep consumers engaged without overwhelming them. Brands need to innovate to capture attention without being intrusive.

Technology Integration:
Keeping up with rapid tech changes can be tough, requiring continuous learning and adaptation. Companies like Uber and Google show how using cutting-edge tech can lead to innovative marketing strategies.

These opportunities and challenges highlight the dynamic nature of the advertising world, offering a mix of excitement and hurdles for those ready to innovate and adapt.

Conclusion

As we wrap up our chat about Cannes Lions 2024, it’s clear that this festival remains a hotspot for creativity and innovation in advertising. This year, AI stole the show, making ads more personalized and engaging than ever. The shift towards first-party data became even more crucial with privacy regulations tightening up.

Sustainability and social responsibility were big themes, with brands showcasing their commitment to eco-friendly practices and authentic representation. Digital transformation, new tech, and strategic partnerships are reshaping the industry. Comedy made a comeback, and embracing the weird proved effective.

The award-winning campaigns highlighted the power of bold, authentic storytelling and innovative approaches. The future of advertising is dynamic and full of potential. By embracing these insights, you can stay ahead and excel in your marketing efforts.

I hope these insights inspire you to push the boundaries of creativity in your own campaigns.

The post Insights from Cannes Lions 2024: Trends, Innovation and Inspiration appeared first on Rock Content.

If you’re like me, you’re often excited about AI advancements. But how far are you willing to go to contribute to it?

I know the title of this article sounds a bit clickbaity, but I’m sorry, it’s just the reality.

There’s no way to put it nicely: your public posts shared on Meta’s platforms, like Facebook and Instagram, are being used to train Meta’s AI models, and you can’t tell them to stop.

Why? Because you agreed to it when you created your account on these platforms. 

I know, I don’t usually read social media privacy policies either and didn’t know until recently that Meta could do this.

But What Kind Of Data Are They Collecting?

It’s not just me saying this. On Meta’s website, anyone can read:

“As we shared in September, we use publicly available online and licensed information to train AI at Meta, as well as the information that people have shared publicly on Meta’s products and services. This information includes things like public posts or public photos and their captions. In the future, we may also use the information people share when interacting with our generative AI features, like Meta AI, or with a business, to develop and improve our AI products.”

Now you tell me if the title is clickbait or just an unsettling reality. Well, at least they cross their hearts about not reading our private messages. 

But hey, that’s the bare minimum, right?

Meta privacy measures and user control

Meta claims a commitment to privacy and has established a robust internal Privacy Review process. 

This includes evaluating potential privacy risks and implementing measures to mitigate them, they say. 

They operate under five core values: privacy and security, fairness and inclusion, robustness and safety, transparency and control, and governance and accountability.

Do you trust them?

What Can Meta Do With Your Data?

Meta uses the information you share on its platforms to power their generative AI models. 

These models, which include tools like Meta AI and AI Creative Tools, are designed to enhance user experience. Their goal is to solve complex problems, provide real-time answers, and allow for creative expression. 

What does this mean?

The data collected is used to teach AI models to understand relationships between different types of content. 

For instance, text models are trained to predict language patterns and generate conversational responses. Image models learn to create new images based on descriptive text inputs.

Is Everyone Subjected To Meta’s AI training?

Actually, not everyone is subject to having their info repurposed for AI training. 

If you live in the UK, any of the European Union (EU) member states, or the European Economic Area (EEA) you benefit from stricter data protection laws. 

Why? Businesses outside these regions but processing data of UK or EU citizens must comply with the UK’s Data Protection Act (DPA) and the EU’s General Data Protection Regulation (GDPR).

So, if you live in the UK or EU, initially, you could follow a few steps in the “Settings and Privacy” menu to opt out of Meta’s AI training.

Now, you don’t even need to worry about it. Meta has completely paused their AI model training in Europe, due to the tightening of European data regulations.

Is this a step back for European Innovation?

According to Meta, it is. Meta admitted to being disappointed and defined the situation as “[…] a step backward for European innovation, competition in AI development [that] further delays bringing the benefits of AI to people in Europe.”

The CNIL disagrees! The French data protection authority published its first recommendations on applying the GDPR to AI system development. According to CNIL, it’s all about innovating while respecting people’s rights—what a novel concept, right? 

They’re confident that with the right guidelines, we can have our cake and eat it too. We can enjoy the perks of AI without trampling on privacy.

What If I Don’t Live In The UK Or EU But Don’t Want Meta To Use My Data?

Some people have been posting on Meta’s social media, saying they don’t allow their data to be used for AI training.

Something like: “Hey Meta, I’m not giving you permission to do this. Stop.” And obviously, things don’t work like that.

As I said, we accepted the terms (even if we didn’t read them), and there’s no way to opt-out.

But there’s always “the road less traveled by” (channeling Robert Frost) — you could delete your published content or your entire account and live like the Incas. 

Another option is to set everything to private, since the terms only apply to public information. I like this one better.

However, although you can delete content or make accounts private, it’s challenging to erase your digital footprint, especially when others might share information about you.

A little something you can try

Meta has a form hidden in its privacy center called “Data Subject Rights for Third-Party Information Used for AI at Meta.” You can fill it out to ask Meta to delete any personal info used for their AI.

But, here’s the kicker—Meta doesn’t just automatically do it. They review the requests to see if they’re required by local laws to remove your data.

Some folks, like Alanna Smith, a small business owner in Toronto, have tried this route. She had to prove her data was actually used by Meta’s AI, which is kind of like proving your cat isn’t the real boss of the house—nearly impossible!

Smith never got a confirmation, so she’s left wondering if her request even went through. And when asked, Meta’s spokesperson didn’t give any details about how many people have successfully opted out. 

So, good luck with that!

Is There a True Way Out?

It depends on what you consider a way out. But, hey, have you heard of the Cara app?

The Cara app is a new social networking platform designed specifically for artists to share their work without the fear of it being used to train AI models.

Cara positions itself as a safe haven for creatives. It ensures that images posted on its platform are not scraped for AI training purposes.

Cara achieves this by implementing features like “NoAI” tags on all posts, signaling to AI scrapers not to use the content.

While these tags might not be foolproof against determined data miners, they represent a significant step towards protecting artists’ work.

Should You Be Worried About Your Data?

Alright, let’s get real here. Should you be worried about Meta using your data to train their AI models?

Despite Meta’s core values and privacy measures, it’s totally understandable to have some concerns about your data being scooped up for AI training. 

Sure, Meta offers transparency and control features, but let’s be honest—the sheer amount of data they collect can feel a bit overwhelming.

The real worry boils down to the balance between control and transparency versus the vast amount of data Meta collects and uses. 

On one hand, Meta’s generative AI models promise some seriously cool features and better user experiences. But on the other hand, this comes at the cost of extensive personal data usage.

And for those of us outside the protected regions, opting out of data usage for AI training is usually not an option. 

So, what do you think? Is the trade-off worth it for those nifty AI features, or does the idea of your data being used make you want to rethink your social media habits?

The post Meta Is Using Your Data To Train Their Generative AI Models And You Can’t Opt Out appeared first on Rock Content.

Social media platforms continually seek ways to optimize ad delivery, ensuring that advertisers achieve maximum return on investment (ROI). 

At the same time, one of the key metrics that social networks consistently pursue is user screen time. 

This metric is crucial because the longer the screen time, the more ads are viewed, and it is closely linked to the user experience on the platform. 

In this context, Instagram is testing a new way to display ads: non-skippable ads. This innovation promises to significantly impact both users and advertisers.

The New Era of Instagram Ads 

Instagram’s “ad breaks,” as they are being called, are mandatory pauses during feed scrolling, where users must watch an ad lasting 3 to 10 seconds before they can continue scrolling. 

This type of ad closely resembles YouTube‘s non-skippable ads, a well-established reality on the video platform.

The testing of this feature was confirmed by Matthew Tye, a spokesperson for Instagram, in an interview with The Verge. 

According to Tye, Instagram is constantly testing new formats that can add value for advertisers, and this new strategy is a clear example of such efforts. 

Unlike traditional ads, which can be easily ignored, “ad breaks” ensure that users watch the advertisement fully before returning to their desired content.

The Logic Behind “Ad Breaks”

The introduction of “ad breaks” aims to address one of the biggest challenges faced by advertisers: ensuring that their ads are actually being seen. 

Currently, although Instagram can deliver ads to a massive audience, there is no guarantee that users are truly paying attention to them, as most can simply ignore these ads. 

With “ad breaks,” the platform offers a guarantee to advertisers, increasing the likelihood of engagement.

This new functionality not only enhances the perceived value for advertisers but could also lead to a significant increase in Instagram’s advertising revenue. 

Since 2021, Instagram has managed to surpass YouTube’s revenue, establishing itself as one of the main revenue drivers within the Meta ecosystem.

Engagement: A Challenge and an Opportunity

Yes, engagement is a crucial metric for any social media platform. However, the introduction of non-skippable ads can pose challenges in this regard. 

A study by TikTok revealed that over 70% of viewers would engage more with an ad experience if they had the option to skip it. 

This suggests that forcing users to watch an ad may, paradoxically, lead to decreased engagement.

On the other hand, non-skippable ads can increase the visibility and impact of advertising campaigns, leading to greater brand recognition and potentially more conversions. 

The key will be finding a balance between keeping users engaged and maximizing returns for advertisers.

YouTube Ads vs. Instagram Ads

Comparing YouTube ads to Instagram ads is inevitable. 

Who hasn’t had the experience of being forced to watch an ad (often completely irrelevant) right at the climax of their favorite song?

On YouTube, non-skippable ads are common. They appear before and during videos, and recently, the platform extended these 30-second ads to its TV app. 

The goal, of course, is to capture the viewers’ attention for a short period and increase video views as well as campaign success.

Instagram, on the other hand, has always adopted a more integrated and less intrusive approach with its ads. 

However, it has chosen to increase the available ad space, showing a larger number of ads to users. 

Nonetheless, the introduction of “ad breaks” marks a significant shift in this approach, making the ads much more intrusive and impossible to ignore. 

This change can be seen as Instagram’s attempt to directly compete with YouTube in terms of advertising effectiveness. 

Despite YouTube having a larger audience (2.5 billion users compared to Instagram’s 2 billion), Instagram’s advertising revenue is significantly higher. 

Last year, it is estimated that Instagram generated $39 billion in ad revenue, surpassing YouTube’s $31 billion.

Impact of “Ad Breaks” on User Experience

The introduction of non-skippable ads will inevitably affect the user experience on Instagram. 

Many users may feel frustrated by being forced to watch ads, which could lead to a negative perception of the platform. 

However, it’s important to remember that Instagram, like any other social network, needs to balance user satisfaction with the need to generate revenue.

The users’ response to “ad breaks” will be crucial in determining the success of this new feature. 

If users accept this change well, Instagram could further solidify its position as a leader in advertising revenue. 

Otherwise, the platform may face significant backlash, which could negatively impact its engagement and, eventually, its revenue.

New Intrusive Ad Formats in Instagram Stories

In addition to non-skippable ads, Instagram appears to be testing new ad formats that are also more intrusive for users. 

The platform has begun testing pop-ups that would appear over Stories.

So far, ads have only been seen for the “Super Rumble” game from Horizon Worlds, Meta’s virtual reality platform. 

It seems that the issue is a technical error, possibly stemming from Meta’s attempt to promote the “Super Rumble” game, released in 2023 for the Meta Quest. 

It’s also possible that the ad was triggered by mistake on Instagram accounts. However, some users fear it might be a virus or an error within the Instagram app itself.

Considering this development with Instagram’s non-skippable ads, the outlook is not very favorable for the social network. 

If implemented and not just a mistake, the introduction of pop-ups in Stories certainly represents a new challenge for Instagram. 

Users access Stories to see quick and engaging updates from friends and brands they follow.

This overlay of ads can be seen as an unwelcome interruption, reducing the fluidity of the experience.

The Future of Ads on Instagram

The response to these new advertising strategies will be an important indicator of the future of ads on Instagram. 

The platform must closely monitor the reactions of both users and advertisers to adjust its approaches as needed. 

If the “ad breaks” and pop-ups in Stories result in a significant drop in user engagement, Instagram may be forced to reconsider or modify these strategies.

The Role of User Feedback

User feedback will be crucial for Instagram during this experimental phase. 

The platform must be attentive to users’ opinions and feelings to ensure that it does not alienate its user base. 

Implementing clear channels to receive and act on feedback can help Instagram balance the need to generate revenue with maintaining a positive user experience.

Final Thoughts

The introduction of “ad breaks” on Instagram marks a significant shift in how the platform handles advertising. 

While this new feature may offer clear benefits to advertisers by ensuring their ads are seen, it also presents challenges in terms of user engagement and perception of the platform. 

Personally, I believe that the introduction of non-skippable ads is a double-edged sword. 

On one hand, they provide an effective way to ensure ads are viewed, which is extremely valuable for advertisers. 

On the other hand, forcing users to watch ads can lead to a negative user experience, which could be detrimental in the long run.

The success of this new strategy will be closely tied to how Instagram balances these conflicting needs. 

If the platform can implement “ad breaks” in a way that does not alienate users, it may not only maintain but also increase its engagement and advertising revenue. 

Otherwise, the negative reaction from users could outweigh the potential benefits of this new feature.

We must wait and see, as the response to this new advertising approach will only be known over time and by observing reactions from both users and advertisers. 

Until then, the introduction of “ad breaks” on Instagram will be a topic of great interest and debate in the digital marketing community.

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The post Instagram Is Testing Non-Skippable Ads: What Does This Mean for Marketers? appeared first on Rock Content.

So, why is this such a big deal? Well, for years, we’ve been trying to figure out exactly what makes Google tick. We’ve had some clues and a lot of educated guesses, but these leaked documents give us solid info about what Google actually looks at when ranking websites. It’s like getting a peek into the mind of the wizard behind the curtain.

Context of the Leak

To really understand how important this leak is, let’s take a quick trip down memory lane. There have been a few times when bits and pieces about Google’s algorithms slipped out, but nothing quite like this. Remember the Yandex search engine leak back in 2015? It gave us some hints about search algorithms, but it was nothing compared to the detailed info we have now.

SEO experts have highlighted the significance of these leaked documents, calling them a game-changer for understanding Google’s ranking systems. These documents offer unprecedented insights that can help SEO professionals refine their strategies based on solid data. And they’re right. These documents open up new ways for us to fine-tune our strategies based on real data.

And it’s not just about the sheer volume of information. Previous leaks were often fragmented and less detailed. This time, we’ve got everything from how Google uses Chrome clickstream data to the existence of whitelists for certain sectors like travel, COVID, and politics. It’s a goldmine for anyone serious about SEO.

What Was Leaked

Alright, let’s dive into the juicy details of what exactly was leaked. These documents from Google’s Search API are like a behind-the-scenes pass to see how the magic happens. They reveal a lot about how Google ranks websites and what factors come into play.

First off, here’s a quick overview of the types of data that were leaked:

• Search Ranking Factors: Detailed information on over 14,000 factors that Google uses to rank search results.

• Browser Clickstream Data: Data from Chrome that helps Google understand user behavior.

• Whitelists: Lists of websites that receive special treatment in search rankings, specifically in sectors like travel, COVID, and politics.

• Quality Rating Data: Information about how Google’s quality raters assess the relevance and quality of search results.

• Algorithmic Adjustments: Details on features like “Navboost,” which tweaks search results based on user navigation and click data.

These documents are packed with specifics that give us a clearer picture of Google’s search operations.

Now, let’s get into some of the more intriguing details

One of the big revelations is the use of browser clickstream data, specifically from Chrome. This data helps Google understand user behavior in a very detailed way. For example, if a lot of people are clicking on a particular link and spending time on that page, Google sees this as a positive signal and might rank that page higher. It’s all about making sure the search results are as relevant and useful as possible.

Another interesting find is the existence of whitelists. These are lists of websites that get special treatment in the search rankings. The leaked documents mention whitelists for specific sectors like travel, COVID, and politics. This means that some sites in these categories might be boosted in the rankings because Google has manually flagged them as trustworthy or particularly relevant.

Rand Fishkin from SparkToro had an insightful comment about this. He pointed out that these whitelists highlight how much manual intervention still happens in Google’s algorithms, despite the company’s heavy focus on automation and AI.

Now, let’s talk about some of the technical terms that popped up in these documents:

• Navboost: This is a feature that enhances the ranking of documents based on navigation and click data. Think of it as Google tweaking the results to favor links that users find helpful.

• Glue: This refers to a system that integrates different data sources to improve search accuracy. It’s like combining multiple puzzle pieces to get a clearer picture.

• EWOK: This is a quality rating platform that helps assess the overall quality of web pages. It’s part of how Google ensures that high-quality content gets prioritized in search results.

These terms might sound a bit technical, but they’re crucial for understanding how Google fine-tunes its search results.

Examples and Modules

The leaked documents also mention several specific modules that provide more insight into how Google processes and ranks information. Here are a few examples:

• Quality Navboost Data: This module focuses on using navigation data to assess the quality of web pages. It looks at how users interact with search results to determine which pages are most helpful.

• Geo-segmentation of Navboost Data: This one segments navigation data based on geographical location, helping Google deliver more relevant local search results.

• Clicks Signals in Navboost: This module analyzes click patterns to understand what users find most engaging and useful. It’s all about refining the user experience based on real user interactions.

To make things clearer, here’s a simple table illustrating the structure of these modules:

By understanding these modules, we can see how Google’s ranking system gets fine-tuned. Each module plays a part in making sure that users get the best possible search results.

These insights not only demystify some of Google’s processes but also provide valuable knowledge for SEO professionals looking to improve their strategies. As always, the goal is to create high-quality, engaging content that meets users’ needs and expectations.

Implications for SEO Professionals

So, what do these revelations mean for us SEO folks? Well, they offer a treasure trove of insights that can significantly influence our strategies. One major takeaway is the importance of click data. Google uses data from Chrome to see how users interact with search results. If people are clicking on your link and spending time on your site, it sends a positive signal to Google. This means creating engaging, high-quality content is more crucial than ever.

Mike King from iPullRank highlighted this point perfectly saying that successful clicks matter more than ever.

This highlights the need for SEOs to prioritize user engagement metrics​. And that we should focus on creating content that not only attracts clicks but also retains users.

Chrome Browser Clickstreams

Let’s talk about Chrome browser clickstreams. Google uses this data to determine which URLs on your site are important. This can impact features like Sitelinks, which are the extra links shown below some of Google’s search results. These links can help users navigate your site more easily, and having the right pages featured can make a big difference.

However, there are some potential privacy concerns here. As SEO professionals, we need to be mindful of these issues and navigate them ethically. Here at Rock Content we believe that understanding how Google leverages Chrome data can help SEOs fine-tune their strategies to better align with user behavior, ensuring that important pages are recognized and ranked appropriately.

Rater Feedback and Quality Assessment

Another key element is the role of quality rater feedback. Google uses human evaluators to assess the relevance and quality of search results. These evaluations are then integrated into the search algorithms. This means that purely technical SEO tactics aren’t enough. You need to balance them with high-quality, human-centric content.

Rand Fishkin pointed out that the continued use of quality raters indicates a significant reliance on human judgment to refine algorithmic outcomes. This suggests that while technical SEO is important, creating content that genuinely meets the needs of your audience is crucial​.

Our Point of View

At Rock Content, we see this Google leak as a wake-up call for the SEO community. It’s a reminder of how dynamic and intricate Google’s algorithms are. The leaked documents offer a rare glimpse into the inner workings of Google’s ranking system, and while this information is incredibly valuable, it also emphasizes the need for us to stay agile and informed.

For example, in our recent analysis of the March 2024 Google Core Update, we saw that websites that prioritized user experience and quality content fared much better than those that relied solely on technical SEO. One of our clients significantly improved their rankings and CTR by focusing on detailed, engaging content that answered readers’ queries comprehensively. This case study highlights the importance of balancing technical SEO with high-quality content to achieve the best results​.

SEO Strategies Recommendations and Best Practices

So, what can you do to stay ahead? Here are some practical recommendations:

• Monitor Click Data: Use tools like Google Analytics to keep track of how users interact with your site. Pay attention to metrics like bounce rate, time on page, and click-through rates. These can provide valuable insights into what’s working and what needs improvement.

• Focus on User Experience: Make sure your website is easy to navigate, fast, and mobile-friendly. Google’s algorithms favor sites that provide a good user experience. Simple changes, like improving your site’s loading speed or making navigation more intuitive, can have a big impact.

• Diversify Your Backlinks: Quality backlinks from a variety of sources are still crucial. Focus on building relationships with reputable sites in your industry to gain diverse and high-quality backlinks.

• Leverage Quality Rater Guidelines: Familiarize yourself with Google’s quality rater guidelines. These can provide valuable insights into what Google considers high-quality content. Make sure your site meets these standards.

• Stay Ethical: Always follow ethical SEO practices. Avoid shortcuts or black-hat techniques that might offer quick wins but can lead to penalties in the long run. Google’s focus on quality and user satisfaction means that ethical practices are more important than ever.

Here’s a simple checklist to help you implement these best practices:

By following these steps, you can better align your SEO strategies with the insights gained from the leaked documents. This not only helps improve your rankings but also ensures that you provide real value to your users.

At Rock Content, we believe that the key to successful SEO lies in balancing technical optimization with high-quality, user-focused content. The insights from these leaks reinforce this approach, showing that understanding user behavior and providing valuable content are essential for staying ahead in the ever-changing landscape of search. 

Critical SEO Insights for Marketers from the Google Leak

For marketers, this leak is a treasure trove of insights that can significantly influence SEO strategies. 

Understanding these insights allows marketers to better align their efforts with Google’s evolving algorithms and improve organic search performance. Here are some critical takeaways from the leak that every marketer should consider.

Brand Importance

Building a notable, well-recognized brand outside of Google search is crucial for improving organic search rankings.

• Develop a strong presence across various digital channels, including social media, email marketing, and online communities.
• Invest in public relations and media outreach to increase brand visibility.
• Create high-quality, engaging content that reinforces your brand’s authority and trustworthiness.
• Ensure consistent branding across all touchpoints to build brand recognition.

E-E-A-T Considerations

Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) might not directly influence rankings as much as previously thought, but building author influence can be beneficial.

• Highlight the expertise of your content creators by including author bios and credentials.
• Publish guest posts from recognized experts in your industry to boost credibility.
• Ensure your content is well-researched, accurately sourced, and up-to-date.
• Focus on building backlinks from reputable sources to enhance your site’s authority.

User Intent Signals

Understanding and optimizing for user intent signals can sometimes outweigh traditional SEO factors like content and links.

• Conduct thorough keyword research to understand what users are searching for and why.
• Create content that directly addresses the specific needs and queries of your audience.
• Use analytics tools to monitor user behavior on your site and adjust content strategies based on these insights.
• Optimize your content for different stages of the buyer’s journey to match user intent.

Evolution of Classic Ranking Factors

While classic ranking factors like PageRank are still relevant, their importance has evolved, and factors such as page titles remain crucial.

• Ensure your page titles are descriptive, concise, and include relevant keywords.
• Focus on improving user engagement metrics, such as click-through rates, time on page, and bounce rates.
• Continuously update and refine your content to keep it relevant and engaging for users.
• Optimize your site for mobile and improve loading speeds to enhance the user experience.

Wrapping Up

Let’s recap. The Google leak gave us a rare look into their search engine. Key insights include Chrome clickstream data, whitelists for specific sectors, and the role of quality rater feedback.

This leak is a goldmine for SEO pros, offering solid information to refine strategies while reminding us that Google’s algorithms are always changing. We need to stay adaptable and keep learning.

We talked about optimizing content using click data, the influence of quality raters, and the importance of user engagement. At Rock Content, we believe in balancing technical optimization with a focus on user experience. Follow these best practices to align your SEO strategies with Google’s evolving standards and improve your site’s performance.

The post Google Leak Exposed: What SEO Professionals Need to Know and How to Adapt appeared first on Rock Content.

“Is it the end of Google’s search engine?” “Will SEO still matter?” “Does OpenAI even stand a chance?” These were just a few of the questions making the rounds. 

Well, the big announcement didn’t happen (at least not that specific one), but it doesn’t mean OpenAI’s search advancements are standing still.

An Ex-Googler as OpenAI’s Newest Vice President

OpenAI recently hired Shivakumar Venkataraman as its new Vice President. I know you might be wondering, “Who in the world is this guy, Iasmine?” Well, he’s no stranger to the tech scene—he’s a former bigwig at Google.

At Google, he led various divisions, including search advertising, Google Labs, and even the blockchain division. Venkataraman holds degrees in computer science and has worked at Hewlett-Packard Labs and IBM before Google. 

So, it’s safe to say they didn’t pick him out of a hat. With his expertise, he’s poised to be a real game-changer for OpenAI, especially if they’re gunning for their own version of “Google Search.”

Should Alphabet investors be worried? 

Even if OpenAI launched a new search engine tomorrow, Google is so well-established that it would be a tough challenge to dethrone it. 

Google holds over 90% of the search engine market share, while its next closest competitor—Bing, bless its heart—has only 3.64%.

But Will OpenAI Have Its Own “Google” or That’s a Tall Tale?

Here’s the kicker: creating a new search engine doesn’t seem to be on Sam Altman’s (CEO of OpenAI) to-do list.

In a recent interview, Altman mentioned that imagining OpenAI creating a Google clone “understates what [OpenAI advancements] can be.”

He says he’s more excited about helping people find information in entirely new ways. Altman doesn’t think the world needs another Google, but integrating a chat client like ChatGPT with a search engine? Now that’s “cooler,” he said.

Altman also expressed his dissatisfaction with ad-supported models like Facebook and Google, where advertisers can influence search results. He said that with ChatGPT, he knows he’s not the product being sold. 

But aren’t we training the machine every time we use it? Doesn’t that make us a kind of product, too? Just food for thought. 

What’s clear is that OpenAI doesn’t plan to monetize user data through targeted ads, which Altman believes is financially sustainable. Do you?

So, What Are OpenAI’s “Cooler” Plans? 

Real-time data 

Recent deals with publishers like Dotdash Meredith, Le Monde, and Prisa Media indicate a focus on providing ChatGPT users with access to real-time news content and links to original sources. 

Integrating real-time data into ChatGPT is pretty cool, indeed. But it won’t look like the blue links that Google makes available on the SERP; it will be more like a well-grounded conversation.

ChatGPT is now “omini”

OpenAI just introduced ChatGPT-4o (the “o” stands for “omni”), promising faster responses, voice conversations, and the ability to upload images and documents for summarizing, organizing, or asking questions about them. 

These are promises they have been talking about for a while. ChatGPT-4o is available on desktop MacOS and features a more user-friendly interface. 

Another “cool” feature they’ve rolled out is called “memory,” but it’s only available to some users at the moment as they’re testing it out. 

Essentially, it lets you ask ChatGPT to remember certain details, and then it uses that information to tailor responses in the future. Here’s an example they shared on their page:

“You mention that you have a toddler and that she loves jellyfish. When you ask ChatGPT to help create her birthday card, it suggests a jellyfish wearing a party hat.”

I don’t know about you, but it’s a little unsettling to me. It feels like I’m sharing a bit too much with a stranger.

Free users of GPT-4o will have a message limit that resets after a few hours, but at least there’s a free option, following Google’s Gemini steps.

And speaking of limits, the message you get when you hit it isn’t exactly pushing me to upgrade to the Plus version. It’s like, “You’ve reached your GPT-4o limit. Responses will use GPT-3.5 until your limit resets after 4:09 PM.” Well, for now, that’s fine by me, unless they seriously amp up the perks for Omni to make it irresistible.

What Else Is To Come?

In the future, they plan to make it possible to talk to ChatGPT through real-time video conversations and even predict users’ emotions based on what the platform hears and sees. 

As I mentioned in my previous article on ChatGPT, I can’t help but remember the relationship between Theodore and Samantha in the movie “Her.” At this point, it doesn’t even seem that weird—I can totally see some people I know falling in love with ChatGPT. Just kidding. I guess. 

Well, apparently, I’m not the only one who thought about the movie, as the very Sam Altman makes a clear reference to it: “The number of things that I think ‘Her’ got right, that [was] not obvious at the time […] that was incredibly prophetic,” he once said.

Is It The End of Search Engines?

Take a chill pill! The end of search engines isn’t likely to happen anytime soon (or ever). 

Sure, Artificial Intelligence is amazing, but let’s be real—there’s still a high demand for good old human-generated content, or at least a hybrid of AI and human input. 

Think about it: When you’re searching for something, you often need the nuanced, creative, and sometimes quirky touch that only humans can provide. AI can give you facts, but it can’t always give you that personal touch or deep insight.

Plus, users are showing they’re not ready to jump ship from traditional search engines just yet. A perfect example is people opting out of the generative AI features in Google. 

Despite all the hype around AI, many users still prefer the reliability and familiarity of standard search results. They trust the balance of human editorial judgment and algorithmic efficiency that traditional search engines offer. 

So, while AI is a powerful tool and a great supplement, it’s not going to replace search engines. Instead, it’ll more likely work alongside them, enhancing our search experience without taking over completely.

What About OpenAI’s Approach to Safety Issues?

Well, that doesn’t seem to be going too well. Jan Leike, a safety researcher who co-led the Superalignment team, resigned after having expressed concerns about OpenAI’s approach to AGI (Artificial General Intelligence). 

His co-leader, Ilya Sutskever, had already left hours earlier but sounded a bit more optimistic, saying, “The company’s trajectory has been nothing short of miraculous, and I’m confident that OpenAI will build AGI that is both safe and beneficial.” 

The Superalignment team’s page mentions AI dangers, including human extinction, if AI is not supervised and controlled. Are we in a sci-fi movie or what? The fact is, this group seems important, and it’s falling apart.

Leike also tweeted about the AI danger, saying, “Building smarter-than-human machines is an inherently dangerous endeavor. OpenAI is shouldering an enormous responsibility on behalf of all of humanity.” 

He expressed dissatisfaction regarding OpenAI’s stance on his research, stating, “Over the past few months, my team has been sailing against the wind.” He didn’t go into details but seemed to imply that his team had been left adrift in a sea full of terrifying creatures.

Sam Altman acknowledged Leike’s tweet and agreed, “[…] he’s right, we have a lot more to do […].” That’s definitely something we should keep an eye on.

So, To Sum Things Up: What Marketers (And Any Other Digital-World Professional) Need To Know

First off, don’t panic about a new search engine dethroning Google anytime soon. Google’s dominance in the search market is solid, with over 90% market share. 

However, keep an eye on OpenAI’s moves, especially with the hiring of Google veteran Shivakumar Venkataraman. 

While the fusion of AI and search is indeed thrilling—take the integration of real-time data, for instance—it doesn’t spell the end for traditional search engines. 

There’s still a hefty demand for good human-generated content, and let’s face it, AI alone can’t cater to every user’s whim.

About ChatGPT-4o, this new version is a game-changer. It promises faster responses, voice interactions, and the ability to handle images and documents. This is huge for tasks like data analysis and information compilation. Looking to the future, OpenAI has some ambitious plans.

But what about the elephant in the room—safety issues? It’s clear there are internal disagreements about the approach to AI safety. Sam Altman himself admits there’s plenty more ground to cover in this area, so it’s certainly a topic deserving of our attention.

Here’s a parting nugget of wisdom: Always approach rumors with a healthy dose of skepticism and double-check your facts before spreading the word. 

While OpenAI might have a trick or two up its sleeve, for now, let’s stick to what we do best: Optimize for Google and embrace the new AI tools that come our way. And let’s not forget to keep a keen eye on the broader ethical implications of these technologies.

The post Will OpenAI Have Its Own “Google”? What Marketers Need to Know About OpenAI’s New Advancements in Search appeared first on Rock Content.

As marketing professionals at Rock Content, we’ve been following this shift to understand how it impacts organic traffic and marketing strategies across different industries. After reading materials from various thought leaders, including the Search Engine Journal article, we’re sharing our take on how SGE is reshaping search behavior in many industries. Here’s a comprehensive summary with our insights.

What Is Google SGE?

Google’s Search Generative Experience (SGE) is an AI-powered feature that provides comprehensive search results by integrating information from various sources. Here’s a simple breakdown:

• Contextual and Comprehensive Answers: It integrates information from multiple sources to provide thorough and contextual answers to user queries.

• Fewer Clicks Needed: It offers answers directly on the search results page, reducing the need to click on links for information.

• More Relevant and Personalized Answers: It uses machine learning to deliver relevant and personalized answers based on user intent.

How Does Google SGE Work?

SGE appears at the top of the search results page with AI-generated answers to your query. It’s like asking Google a question and receiving a detailed response right away.

Let’s use the travel example to show how SGE works. Imagine asking a travel question like, “What are the best things to do in Rome?” Instead of just listing links, SGE combines data from travel blogs, government tourism websites, and user reviews to create a concise guide. This summary aims to answer your question directly, so you don’t need to click through multiple websites.

Key Features and Benefits of SGE

• Conversational Mode: After seeing the initial AI-generated response, users can ask follow-up questions to refine their search results. For example:

• Browsing Experience: Google integrates relevant visuals (images, maps, videos) to improve the browsing experience directly on the search results page.

• Source Attribution: Google aims to maintain transparency by attributing each response to the original source. For instance, if a summary about Rome includes information from Lonely Planet, it will show a link to the article.

• Search Intent Optimization: By understanding the search intent better, Google aims to answer not only informational queries but also commercial ones, like shopping or local services.

Impact on User Behavior

SGE has significantly impacted user behavior:

• More Comprehensive Answers Lead to Fewer Clicks: Users are more satisfied with the detailed answers provided by SGE and don’t feel the need to click through to external sites.

• Shift Toward Quicker Answers: Users now prefer getting their answers directly from the search results page rather than exploring multiple websites.

Impact of Google SGE on Organic Traffic by Vertical

Google’s Search Generative Experience (SGE) has impacted organic traffic across different industries. The chart below provides a summary of the decline in organic traffic across several verticals.

Travel:

Websites in the travel sector saw a 9.8% decline in clicks. This drop occurred because SGE’s detailed travel summaries reduce the need for users to click on travel blogs and websites. As travel summaries become more comprehensive, travelers get a lot of information upfront, leading to fewer clicks on individual travel websites.

For instance, if you search “Best time to visit Paris,” SGE might show a comprehensive timeline that answers your query directly. 

This behavior is leading travel marketers to rethink their SEO strategies, focusing more on niche topics or unique travel guides that can’t be easily summarized by SGE.

Local:

Local searches experienced a 14.9% reduction in clicks. Google’s local business listings and summaries, like hours of operation, reviews, and addresses, directly satisfy user queries without them needing to visit business websites. We often see this when searching for nearby restaurants, stores, or attractions.

If you search “Best coffee shops near me” the SGE result might list coffee shops with ratings, hours, and locations, making it easy to choose without leaving the search results page.

Local businesses should fully optimize their Google Business Profiles because it’s their primary interface with potential customers.

Health:

Health websites reported a significant 41% drop in clicks. Google’s SGE provides direct answers from trusted health sources, like Mayo Clinic or WebMD, limiting clicks to external health websites. Search engines often present people with comprehensive summaries when they search for symptoms or treatments.

For example, a search for “Symptoms of the flu” might result in a summary listing common symptoms, risk factors, and links to trusted health sources for further reading.

Health websites need to establish themselves as trusted sources by providing accurate, well-structured information.

Tech:

Technology websites saw a 9.5% drop in clicks. AI-generated summaries often satisfy tech queries, reducing clicks to tech blogs and reviews. Queries like “Best budget smartphones” or “Top laptops for gaming” now can show curated summaries, reducing the need to click on tech blogs.

As a result, tech marketers need to focus on creating in-depth reviews and comparisons that stand out. By offering unique insights or hands-on comparisons, tech websites can provide content that complements SGE summaries.

Finance:

Financial queries showed a less dramatic 2.3% decline in clicks. Users still rely on comprehensive articles for detailed financial insights, leading to fewer impacts from SGE. 

While SGE provides basic information about financial terms and trends, investors often want deeper insights into market movements, investment strategies, and economic forecasts.

Financial websites can remain relevant by offering in-depth analysis and exclusive data, helping them retain traffic despite SGE summaries.

Overall Organic Traffic Decline

On average, clicks across all industries dropped by 6% due to SGE. While SGE aims to deliver better user experiences, it ends up reducing traffic to many websites.

From our perspective at Rock Content, this overall decline is a wake-up call for marketers to diversify their traffic sources. Changing user behavior and evolving search algorithms make relying solely on organic traffic risky.

User Behavior Changes Due to SGE

SGE has shifted user behavior by providing faster, more comprehensive answers directly in search results. AI-generated summaries satisfy users, leading to fewer clicks on organic search results.

• Reduced “Browsing Intent”: People now want answers quickly rather than spending time browsing different sites.

• Increased Trust in AI Summaries: Users are trusting the summaries provided by SGE more and more, especially for simple informational queries.

To adapt, content creators should focus on providing in-depth, high-quality content that adds value beyond what SGE can summarize. And this is something that we at Rock Content, always have in mind when creating new content.

SGE’s Impact on Search Ads

SGE also affects the click-through rate (CTR) of search ads. AI summaries often include information available in ads, reducing their effectiveness. If the summary already provides enough information to satisfy the query, users are less likely to click on ads, impacting advertisers’ visibility.

Reduced CTR in Search Ads:

Advertisers have noticed a decline in CTR for search ads due to SGE.

Impact on Advertisers’ Visibility:

Since SGE aims to provide more detailed answers directly on the search results page, users often find what they’re looking for without clicking on ads.

Advertisers might need to rethink their strategies, focusing on more compelling ad copy and targeting specific user intents.

Key Takeaways for Marketers

As marketing professionals, we’ve identified some key takeaways:

• Optimize for SGE:
  • Ensure your website’s content is included in SGE summaries by providing accurate, valuable, and structured information.
  • Schema markup can help here, as it allows your content to be more easily interpreted and summarized by AI.

• Diversify Traffic Sources:
  • Don’t rely solely on organic traffic; focus on social media, email marketing, and other channels.

• Adapt SEO Strategies:
  • Shift focus toward long-tail keywords and niche topics where SGE summaries are less prevalent.

• Enhance User Experience:
  • Improve your website to retain visitors who click through. Fast loading times, mobile optimization, and intuitive navigation are key.

• Refine Ad Copy and Leverage Unique Selling Points (USPs):
  • Make ad copy more compelling and directly address user intent to stand out among SGE summaries.
  • Highlight unique selling points that aren’t easily summarized by AI.

• Optimize Landing Pages:
  • Ensure landing pages are optimized to retain and convert users who click through from search ads.

Wrapping Up

Google’s Search Generative Experience (SGE) is a game-changer in the search landscape, and its effects vary significantly across different industries. 

By providing comprehensive answers directly on the search results page, SGE has shifted user behavior and impacted organic traffic and search ads.

At Rock Content, we’re prioritizing optimizing for SGE while diversifying traffic sources to stay competitive in this evolving search environment. 

Understanding how SGE impacts organic traffic and search ads across various industries allows marketers to adapt their strategies and continue delivering valuable content.

In this rapidly changing environment, content remains every brand’s heartbeat. That’s why partnering with qualified professionals is crucial.

Enter WriterAccess:

With a network of over 15,000 writers, designers, and strategists, as well as advanced AI features and image bank integration, WriterAccess provides the tools and expertise needed to craft strategies, produce exceptional content, and achieve strategic growth.

Join WriterAccess today to access a wealth of professionals, cutting-edge AI tools, and image resources.

Start your 14-day free trial now and unlock the power of high-quality content creation!

The post How Google SGE Is Redefining Organic Traffic Across Industries appeared first on Rock Content.

As both a content creator and a heavy content consumer, it’s clear most perspectives are bleak. After ChatGPT came around, many content mills followed. 

The problem is that while content is now easier than ever to escalate, developing something original and relevant is harder. This leads to a lot of low-quality, low-value social media, blog posts, and even videos.

I don’t blame creators who go that route. Even though we can question the ethics behind it, the term “writer’s block” was created in 1947, and even as early as the early 1800s, Samuel Taylor Coleridge described something very similar to what many of us feel today when trying to come up with new ideas. Many of us have a lot to say but don’t know how to structure our thoughts. Others simply need to follow a strict editorial calendar.

Now, how can we have scalable content production without sacrificing quality? 

What Does “High-Quality Content” Even Mean?

I can feel some eyes rolling at this title, but wait! Come with me, and I’ll give you more details.

As I dive further into the “content production” space, a few things become clear: consistency is vital to achieving results, what is interesting and relevant to users changes often, and exploring new themes is extremely challenging.

SEO experts used well-established criteria to predict performance that have changed since generative AI became more popular. Some criteria are still helpful, but their results are becoming less predictable. However, one thing hasn’t changed: the critical question behind every piece of content is: “What is the most important thing to my client?”

Content creators often focus on what they want to say instead of what their personas need to hear.

While this makes sense for influencers, this is a dangerous strategy for companies. If you don’t know who your persona is, what they need, and how you can help, you won’t be able to position yourself as a trustworthy partner. During a time in which information is plentiful but unreliable, being able to create trust with your customers is invaluable.

It’s no surprise that content generated through AI lacks originality and your brand essence. This is the name of the game: these mechanisms are fed extensive databases, and their objective is to compile information to resolve problems and questions. Hence, by definition, content created through AI won’t be original.

So, to answer the title question: what is high-quality content? It’s content that provides knowledge or entertainment to your persona, according to what they need and think in each stage of the funnel.

This is why it’s so hard to create this level of quality through AI. Even though it’s scalable, sharing information is not as important as sharing experience. 

That is why so many companies have new hires shadow more senior professionals. The theory is great, but only someone who experienced a similar problem can empathize with another in the same situation.

However, this doesn’t mean we should rule out AI from our content strategies. Instead, we need to be smart about how to use it.

AI and Content Strategy

Since these models have access to so much data—be it demographic or related to content consumption—AI tools can be a great asset when creating your content strategy.

Using myself as an example, I don’t have a large content base that would let me build a data-driven persona. At the same time, I want something more certain than a proto-persona. 

That’s why I used the AI Persona Builder to create a couple of personas to guide me through my first steps in content production. If you’re interested in doing the same, I recommend this excellent article about creating buyer personas; it explains the advantages of using AI to develop personas.

This gave me the North I needed: now I know who my followers are, what they are interested in seeing, and how I can address their wishes.

Generative AI can also help you map frequently asked questions a persona has at each step of the funnel if you supply the right prompts.

Now, I face another challenge: how do I show search mechanisms that I provide high-quality content? While a few criteria are important—such as engagement, time spent on the page, shares, and likes—don’t forget about domain authority.

As spam seems to flood the internet, finding top-quality backlink opportunities is getting harder. AI can also help you with that. Through tools such as the AI Backlink Matcher, these models can understand your niche, keywords, and content to match you with potential partners with similar domain authority.

Another of my favorite uses for AI is making SEO easier. I work with content marketing and content strategy, but I’m far from an SEO professional. It’s a lot of hard work, and I don’t think anyone who gets into digital marketing considers it an easy topic to grasp.

When reading “AI Trends for Marketers” from HubSpot, I saw that 84% of marketers say AI effectively aligns web content with search intent. 

I tested it for myself, and now I use two tools in my SEO strategy: SpyFu helps me analyze other creators and map out possible keywords to use, while Surfer SEO helps me understand the best titles, subtitles, and FAQs associated with the key sentence I want to produce content about.

Yet, believe it or not, these are not my main problems today. Since I’m at the beginning of my path as a creator, I’m still struggling to implement an editorial calendar due to a simple problem: I don’t have enough content ideas.

In an era of unlimited content, are any themes relevant and original?

Using AI to Discover New Topics

As we discussed, Artificial Intelligence models have access to lots of data and are good at matching content with intent. I’ve recently been trying to take advantage of that by using it to list possible content ideas.

I’ve been testing 80% topics recommended by AI and 20% focused on social media trends. I cannot tell you if it works, as I don’t have enough data yet—stay tuned. What I can say is that this has lifted a heavy burden off my back: not having to worry about 80% of my content lets me focus on ensuring 100% of it is high quality.

Can AI create content for me? Of course, it can. However, it won’t be original or mine.

I use its database to direct and accelerate my progress. Instead of researching for hours to determine the best possible topics, I can just ping the AI Content Idea Generator. With the extra time, I focus on production: script, light, settings, etc. I can be sure what I deliver will speak to my audience every time—and I’ll be proud to say I created it.

AI Content Idea Generator: What Is It and Why Use It?

This tool focuses on helping content marketing professionals find the best topics and themes for their content in a data-driven and personalized way.

To me, the best part is not worrying about including the correct prompt. Since it only requires my email and URL, I don’t need to be mindful of using terms and sentences that might negatively impact the usefulness of the results.

Based on your domain, this tool will highlight which themes and keywords are most relevant to your persona and provide content ideas and briefs, so you or a copywriter can write your content.

My favorite way to use it so far has been helping me create my editorial calendar. Consistency and frequency are invaluable to content creation. When we don’t have to worry about creating something new and innovative multiple times each week, it’s much easier to map out our explorations during that period.

Free Version vs. Premium: What’s the Difference?

This is the best type of news: a free version of this tool is available for everyone.

If you have never worked with this kind of tool or want to experiment with it before committing, you can go to the free version of the AI Content Idea Generator and input your email and domain. 

A list with topic suggestions, briefs, and keywords will be sent to your inbox, and you can choose what fits you best. In my case, it took four minutes, and I got a list with five recommendations.

If you are interested in knowing more about it or want to have unlimited suggestions, you can access the premium version from WriterAccess and gain additional advantages:

• It’s always available on the platform’s homepage.
• Interact with the tool and give positive and negative feedback.

When reviewing the tool’s suggestions, you can “Like” or “Dislike.” Based on your selection, the AI will provide more recommendations in line with your preferences. This will help the model understand your needs and suggest relevant topics.

• Get unlimited recommendations.

The “Refresh” button will let you ask for new suggestions as often as needed.

• Order content in one click.

If you like a suggestion, you can click “Request” and be sent directly to the “Place Order” screen. There, you’ll be able to select human talent to write your content, and you can provide details about your brand, your persona, and any customizations you’d like represented in your content. The creative brief will be filled out according to your chosen theme.

• Give the tool more details so your content can be more relevant to your needs.

The premium version lets you choose if you want to give more details about your company, and you can even ask it to provide topics based on your recent orders on the platform. Both options will give you access to better and more relevant suggestions.

Conclusion

Generative AI doesn’t need to be—nor should it be—limited to copy creation. Raw bot material sucks the essence out of your brand and erases any differences between you and your competitors.

Instead, opt for tools that will help you bring identity to your content. Use AI to aid you when creating strategies, automate repetitive tasks, and even help you map out which content to explore.

When human creativity needs a little push in the right direction, it’s always possible to use data to help us see new paths.

The post I Tested the AI Content Idea Generator: Here Are My Impressions appeared first on Rock Content.