According to recent reports, a leaked marketing clip has provided a sneak peek into Instagram’s rumoured text-based app that could compete with Twitter.
According to recent reports, a leaked marketing clip has provided a sneak peek into Instagram’s rumoured text-based app that could potentially compete with Twitter. The app, which has been codenamed P92 or Barcelona, is referred to as “Instagram’s new text-based app for conversations” in the slide, according to The Verge report.
Users will have the convenience of signing in to the app with their existing Instagram username and password. Furthermore, their followers, handle, bio, and verification will seamlessly transfer over from the main Instagram app, the report said. The leaked marketing slides reveal that the new app resembles a combination of Instagram and Twitter, featuring a feed where users can make text posts up to 500 characters long, complete with attached links, photos, and videos.
Is Instagram planning to enter the Twitter arena?
According to the reports, Meta, the parent company of Instagram, seems to prioritise moderation controls from the outset. The leaked marketing slide mentions that users will have settings to manage who can reply to their posts and mention their accounts. It also suggests that any accounts blocked on Instagram will carry over to this new text-based app.
In an intriguing move, the app will also introduce an element of decentralisation. The slide indicates that compatibility with certain other apps like Mastodon is in the works, allowing users from these apps to search for, follow, and interact with profiles and content on the Instagram text app. This compatibility is likely to be achieved through ActivityPub, a protocol explored by Meta and other technology companies.
Should the app be widely released, it could further solidify Instagram’s popularity as a social media platform. As Twitter faces ongoing challenges, many users are actively seeking alternative platforms to share tweet-like updates. Instagram’s potential entry into this space could present a compelling option for those seeking a new online destination.
While the leaked marketing clip has generated excitement, official confirmation and further details from Instagram or Meta are still awaited, leaving users and industry observers eager for official announcements.
The longer commercials will appear in place of two consecutive 15-second ads. The company will also show ads when you pause videos.
Watching YouTube on your TV is about to get more frustrating if you’re not paying to avoid ads. As announced at the YouTube Brandcast event on Wednesday, YouTube will soon add 30-second unskippable ads to top-performing content watched on connected TVs.
YouTube says viewers will see a single 30-second ad instead of two consecutive 15-second ads, though that doesn’t mean that those shorter ads will be disappearing entirely. 30-second ads will be available to advertisers via YouTube Select, a curated advertising platform that targets the top five percent of YouTube content. YouTube claims 70 percent of YouTube Select impressions come from TVs, making it the ideal platform for longer ads.
YouTube is also testing ads that will appear on paused videos
“More and more, viewers are tuning into YouTube on the biggest screen in their home,” said YouTube CEO Neal Mohan during the Brandcast event (seen via Variety). “Viewers — especially younger viewers — no longer make a distinction between the kind of content they’re watching.”
YouTube also announced that it will start testing ads that appear when the viewer pauses a video on a connected TV. It’s similar to the pause ad feature rolled out by Hulu a few years back, and has been dubbed “pause experiences” by YouTube. Judging by the example image published by AdWeek, YouTube’s pause ads will appear as a banner around the video and can be removed by selecting the “dismiss” button.
The paused video will shrink down to accomodate the banner-style pause ads, but at least they can be dismissed.Image: YouTube (via AdWeek)
YouTube hasn’t mentioned when either of these changes — 30-second unskippable ads and pause ads — will be rolling out, but we’ve reached out for detail and will update if we hear back.
Yesterday’s announcements follow a recent crackdown on ad blockers by the video hosting platform. Last week, YouTube revealed that it’s experimenting with pop-up messages that state “Ad blockers are not allowed on YouTube,” encouraging viewers to instead subscribe to YouTube Premium for an ad-free experience.
Customers are the lifeblood of your business. You don’t want to cheap out when it comes to customer retention.
“Whoever can spend the most, wins.” This is an adage in marketing that happens to be 100% true. If your business is prepared to meet the ever-increasing customer acquisition cost in today’s hyper-competitive digital and traditional media landscape, you are well on your way to dominating the market.
However, this does not mean that you can simply throw money around willy-nilly and hope to get the results you want. Being willing to spend big to win big is great, but it’s only half of the battle. You also need to be strategic about how you spend your money to win over the competition.
Companies with deep pockets that can spend more to acquire a customer will get more customers. If this sounds like you, keep reading to learn the most effective ways to put “whoever can spend the most, wins” into practice.
Of course, where you spend your advertising budget is an important consideration. Google Ads provides multiple robust pay-per-click campaign options (e.g., text and display ads). With Google Local Services Ads, businesses in select industries can dominate local search results for professional services. You will likely need to invest in social media ads on one or more platforms, too.
All of these channels are highly competitive and, therefore, expensive. However, once you determine how customers find your business (i.e., via organic and paid search, social, etc.), you can start spending on digital ads that will maximize your visibility and drive customers to you over the competition.
2. Don’t ignore traditional media
Investing in traditional advertising (such as television, billboards, etc.) is still well worth your time and money if it means reaching your target customers on a massive scale. Mass media is a tried-and-true strategy for bombarding the market with your message. Not everyone will convert, but spending the money to make your name inescapable will drive far more customers than a limited investment in traditional channels.
We see this with legal advertising. The law firms you see all the time on TV, on bus benches, on billboards, etc., are counting on the millions of dollars they spend to drive multi-million-dollar cases.
It might seem strange to invest in traditional media when digital has taken over the space previously occupied by television and other strategies. However, considering that you are likely thinking of a local law firm’s slogan or phone number, there is no disputing the effectiveness of a major investment in TV and other traditional advertising venues.
3. Invest in your employees
Relationships are a cornerstone of marketing. While much of the discussion centres on engaging customers digitally, you should never underestimate the importance of hiring customer-facing employees, training them to be the “face” of your business, and empowering them to bring you new customers.
This goes beyond fully staffing your office to handle phone calls and emails. Depending on your industry, it might mean hosting community events, wining and dining business prospects, and more.
Customers are the lifeblood of your business. You don’t want to cheap out when it comes to hiring customer success managers, event planners, and other employees who can take your business to the next level.
4. Define your brand
Inconsistency is one of the greatest dangers when making a massive investment in marketing. Although you can distribute your message across seemingly endless advertising channels, your return on investment (not to mention your market dominance) will suffer if the message is unfocused and inconsistent.
Before making a big splash and getting more customers than your competitors, you need to nail down your brand identity and key messaging. The brands people love have a clear identity and a consistent message. They also know their customers and tailor their marketing and advertising to maximize sales.
You don’t have to be a multinational corporation to dominate your market. However, you have to understand your unique offering and consistently communicate to customers why they should buy from you over anyone else.
5. Follow the money
As the saying goes, “Fortune favours the bold.” The businesses with the money and the mindset to shoot for the moon and take the biggest piece of the pie are the ones that typically find the greatest success.
However, your dollars must be tempered with sense. You must carefully identify your target audience by age, demographic, income, buying habits and other key characteristics. In addition, you need to understand what your competitors offer and how you can stand out. Finally, you must drill down on the geographic area you want to target.
With all these components in place, you can develop an intelligent strategy for maximizing the business you gain from a substantial marketing and advertising spend. Both digital platforms and third-party vendors should provide detailed reporting on how your money is being spent, the results of each campaign, and your return on investment.
You won’t achieve dramatic growth if you are overly concerned about being cost-effective. However, a strategic approach that relies on data and tracking only ensures that you spend money wisely. This reduces the customer acquisition cost and results in higher profits.
Era-defining publishers (first Buzzfeed, then Vice) on the rocks; social giants sweating over TikTok; rapid cultural changes. The 00s version of the internet finally feels like it’s slipping away. But is it – and what comes next? We asked leaders from The Drum Network.
Alistair Robertson, creative partner, Nucco: “Search will change more in the next 18 months than it has since the noughties began. That will affect the broader digital ecosystem.
“AI-delivered information will soon take centre-stage on search pages, meaning far less real estate for anything other than a very small (and valuable) brand and product set. For consumers, this could be positive, for smaller brands, probably less so.
“These search changes will materially affect the amount of marketing content created. Branded content will no longer be needed at such high volume to channel consumers through a sales journey. Those changes will affect digital advertising’s opportunity to do a job. AI could yet be the killer of the humble banner.
“There’s much changing, and consumers will be the big winners. For brands, perhaps the latter 2020s will be about sponsorships and, dare I say it, quality creative ideas that people want to watch and share!”
Charlie Wade, global executive director of growth and innovation, VMLY&R Commerce: “The internet is constantly evolving. It started as a broadcast ‘message board’, before moving to content sharing, from music to photos. Now, web3 and AI have ushered in an age of decentralization, giving people the power to reimagine worlds, songs, and even the Pope.
“The internet is lauded for the disruption it has fostered: critics have receded in the face of consumer reviews; mass media usurped by social. While this initially brought immediacy and a widening aperture of information, the downside has been an erosion of authenticity, which the decline of legitimate publishers could compound. From fake sneakers to fake news, the ubiquity and the relative ease with which nefarious actors can spread misinformation is real. Those who control platforms (Musk or the masses) must imbue protocols around what is being positioned as authentic.
“Reader habits have morphed, placing stress on revenue models: sponsored editorials and mass advertising wilted, so companies needed new income sources, such as e-commerce integration. Marketers should think about the internet as episodic, with each stage impacted by user needs and technological developments. The 00s era is over. Its replacement offers both opportunities and challenges for brands.”
Matt Belanger, vice-president, director, digital communications strategy, Momentum Worldwide: “The (current) digital revolution comes amid a heightened desire for authenticity and realness. With technological advancement comes knowledge and experience as more people become seasoned social media users. The skill of spotting clickbait, ads, and content that doesn’t add value to our lives has sharpened to the point of skipping right past without a thought.
“As we see media companies who focused traditionally on selling advertising as their source of revenue start to fall, it signifies an opportunity for marketers to guide these shifts. Content creators stand out because they are the voice of authentic human beings, gaining trust (and sometimes financial support) from their communities. Providing authentic value is key to standing out, whether that’s an opinion, education, or just entertainment.
“We’re hopeful for the future. If we take great care to create quality, relevant content, consumers will flock to it.”
Nina Goli, digital strategy director, Radley Yeldar: “The internet of the 00s is not dead. It defined the era of the profile and laid the foundation for future developments. Societal dependence on the internet became more evident in the 2010s, bringing forth toxic aspects of web addiction.
“As we progress further into the 2020s, we’re witnessing a resurgence of omni-web experiences with a nostalgic twist. Challenges arising from regulators and a ‘big brother’ mentality present organic opportunities for marketers and publishers to redefine authenticity and credibility in online relationships with audiences.
“In addition to emerging technologies like influencer marketing, user-generated content, AR, and AI, publishers should tap into the gap that exists: a need to reintroduce the human aspect of digital communication. This human touch was instrumental in forging strong bonds with millennials during the early 00s and is now being reclaimed by Gen Z. While challenges persist, there is hope that innovation and adaptation will lead to an improved digital landscape, but we should prepare for further disruptions and adjust our strategies accordingly.”
Danielle Dullaghan, social strategist, Social Chain: “We have to learn from the mistakes of social publishers. Relying on platform functionality for your business model is not possible in an ever-changing landscape. Today, there’s power in TikTok; tomorrow it could be something completely different. Social publishers built their business off Facebook link clicks and video formats, and when Meta pivoted their algorithm, publishers were left in the dust.
“00s internet is not dead, but used in different ways. Facebook favors meaningful engagement; groups and marketplace are absolutely thriving. But social publishers are struggling to organically monetize on a platform that has changed their business model so drastically.”
Dan Bermingham-Shaw, senior digital PR consultant, BuiltVisible: “The new internet age requires fluid, transformative change. Big institutions like the NYT and BBC have kept up by adapting and creating diversified digital businesses, while smaller, punchier companies have done important, valuable work but failed to retain momentum and adjust to new demands.
“Those lessons in failure help push others to improve and create platforms suited to our needs; the successful publishers of tomorrow will be able to incorporate audience convenience in as flexible a way as possible, making use of tools like AI to capture audience minds and interests. The internet is always moving and there will be many more crumbling publishers in the future, but they will fall in order to build something better and more suited to what audiences demand. We loved Vine, but TikTok took the concept and doubled it with huge success. It’s a pattern we’ll continue to see.”
James Crooke, chief technology officer, Rawnet: “Web 2.0 (The 00s version) is far from dead. It remains highly relevant for brands in today’s digital landscape. It has revolutionized brand engagement through interactive and collaborative user experiences, along with social networking and user-generated content.
“Despite challenges faced by publishers such as cookie consent, ad-blocking, and the shift towards closed ecosystems (Facebook, Instagram, Twitter, Netflix, Twitch, YouTube, etc.), web 2.0 technologies continue to evolve, offering new opportunities for personalized experiences and improved customer interactions. To thrive in the uncertain future of the internet, brands must remain agile and adaptable, aligning themselves with evolving audience needs and expectations, allowing them to connect with customers and build strong relationships.”
Feature Image Credit: Alexander Andrews via Unsplash
According to a report by TAM Media Research’s AdEx India, 27% of the overall ad volume share on TV were celebrity endorsements in 2021
Celebrities continue to dominate the endorsement space even today when digital ads have taken over print and television ads. Even though there are multiple other avenues to market a product, new-age brands, just like their legacy counterparts, also seem to be going in for celeb marketing, even if it means burning a hole in their pockets. And, within celebrity marketing, film stars still dominate the industry, followed by sportspersons and now content creators. According to a report by TAM Media Research’s AdEx India, 27% of the overall ad volume share on TV were celebrity endorsements in 2021 while the remaining 73% were non-celebrities ads.
But, do these brands get the anticipated visibility and awareness post the release of these ads? Given that, every celebrity, be it movie stars, sportspersons or content creators, is today endorsing multiple brands at one time. For instance, actor Ayushman Khurana has been the face of many brands including The Man Company, Magicbricks, Toyota Urban Cruiser, Tide, Balaji Wafers, Nestlé’s KitKat Bajaj Allianz, Samsung Galaxy and many others. Amitabh Bachchan has endorsed Cadbury’s Dairy Milk, upGrad, Flipkart, Navratna Oil, Dr. Fixit, Gujarat Tourism, Mankind, Pepsi, Rin, Ghari Detergent, Tata Sky, Cycle Agarbatti, FirstCry, Tanishq and Kalyan Jewellers. The list goes on. However, not all these advertisements have been successful in popularising the brands.
With ‘skipping ads’ a choice today, does it make sense for startups to spend so much on onboarding celebrities? If yes, what is the right time to opt for these expensive marketing techniques?
Why do brands go for celebrity endorsements?
“Celebrities and brands have had a long-standing relationship for years across geographies, categories and media. In today’s time, with the smartphone generation, breaking through the clutter and grabbing your target audience’s attention is a matter of moments. Plus, India is a trust-deficit market and so tying up with celebrities builds a certain credibility as well as helps brands stand out instantly,” said Megha H Desai, Co-founder, ENGN, an athlete representation company.
Further, if you’re entering a crowded category like fashion, beauty, snacks, etc you not only want your brand to be noticed but you also want your customer to believe this ‘new entrant’ has some gravitas, she added.
Experts feel that a celebrity association if done well, can immensely help in the initial funnel metrics of consideration, intent, etc for a startup especially.
For established brands, celeb advertisements drive trust and give them a competitive edge. For brands that are just starting out, these ads are aimed to propel brand awareness. “We look at it more as awareness. We are young and we have ambitions. We want to reach out to more people and tell them that hey, we’re doing something and you should give us a chance. But what you have to imagine is that if you want to buy a mobile phone, you talk to friends, you read all the reviews online, and then you buy. But, if you’re getting surgery, which is our core job, it is a serious business. So, marketing is not a gimmick for us. It is just a means to create awareness about the availability of a choice in front of consumers,” said Harsimarbir Singh, co-founder, Pristyn Care.
Is it worth it?
Often, in this race to stay ahead of the curve, startups end up spending a lot of money on onboarding celebrities. But more often than not, they fail to build brand recall. This is because today most categories in India, be it in any sector, have too many brands and companies.
“Any good marketing idea needs to have the right mix of relevance, authenticity and consistency. This is Marketing 101 and is non-negotiable even while deciding on spending the big bucks for a celebrity. There is no doubt that clever & creative communication done with a celebrity will help the brand build awareness and even affinity in a lot of cases. That’s an immediate, short-term return and if that’s what the marketer is looking for, then you have got a home run. The challenge comes in sustaining it beyond this short-term return – that’s where the category connects with the brand and the celebrity is important,” said Desai.
At what stage should startups look at onboarding celebrities for marketing? While there is no particular answer to that, burning cash or putting all your eggs in one bucket, to go in for celeb marketing, is not a wise thing to do either. Instead, go in for many micro-influencers, says Aman Gupta, co-founder, boAt.
“Celebrity marketing can create huge awareness for sure even if it doesn’t end up in conversion. But, today, you have the option of micro-influencers. So, instead of betting on one big celebrity who is endorsing many other products, go for micro-influencers. People in India today like the trust that comes from them,” Gupta said at the recently-concluded Retailer India’s Irec Summit 2023.
Shanthi specializes in writing sector-specific trends, interviews and startup profiles. She has worked as a feature writer for over a decade in several print and digital media companies.
Networking—just the word makes people want to run for the hills. It sounds transactional and slimy, even for the most extroverted professionals. The idea of approaching strangers, engaging in small talk, and forging connections can be overwhelming and depleting, especially for those who despise networking.
It is possible to successfully navigate the tumultuous networking landscape even if you despise the traditional approach. Learn strategies and insights to help you overcome networking aversion and build meaningful connections that align with your authentic self.
In his book, Endless Referrals, Bob Burg states that each person knows 250 people. That’s the average number of people attending a funeral, and each side invites to a wedding. With each person you meet, you can create a ripple effect. Here are six strategies for your consideration.
1. Embrace Your Introversion or Shyness
Networking is not just for extroverts. Quieter individuals have unique qualities that can make them superb networkers. Quiet leaders listen deeply, observe intently, and engage in meaningful one-on-one conversations. Leverage your introspective nature and ask thoughtful questions. This will help you develop genuine connections beyond mundane interactions that you wish to run away from.
2. Seek Quality Over Quantity
Do you feel under pressure to collect a stack of business cards or increase your LinkedIn follower count? Before you start talking to random people, focus on quality connections rather than simply gathering the names of random people. Look for people who align with your values, interests, or professional goals. You’ll build a robust support system that can provide valuable insights and opportunities by nurturing a few authentic relationships.
3. Leverage Online Networking Platforms
If face-to-face networking is not your thing, consider online networking. Social media platforms, Slack channels, and virtual events provide opportunities to connect with like-minded professionals from the comfort of your own home. Respond to posts, ask a question, share insights, and nurture relationships that suit your preferences. Take LinkedIn Learning courses and connect with the instructors. You will automatically see who is in their network. (Read my recent Forbes article on the LinkedIn Learning courses, which are unlocked and free until June 9th).
4. Leverage Existing Relationships
Networking doesn’t always require meeting strangers. It will help if you leverage your existing relationships with colleagues, friends, or mentors to expand your network. Attend events or gatherings with an outgoing buddy, and allow them to introduce you to their connections. You can be introduced to many people by simply being their wing person. This can offer a sense of familiarity and comfort while expanding your network.
5. Focus on Building Genuine Relationships
Networking should not be transactional. As shared by Adam Grant, those who succeed give more than they take. Approach networking with a mindset of building genuine relationships, not seeing what you can immediately get out of that person. Utilize your active listening skills to cultivate a genuine interest in others and their stories. Listen carefully, exhibit empathy, and seek to provide value to others without expecting anything in return. By nurturing authentic relationships, you’ll naturally create a network that supports and uplifts you when you least expect it but when you need it most.
6. Find Networking Opportunities That Align with Your Interests
If you don’t enjoy golfing or meet-ups at bars, then don’t go. There is no one way to network and build relationships. Seek out networking opportunities that align with your interests or passions. Attend conferences, workshops, or gatherings cantered around your hobbies, industry-specific topics, or causes you care about. When networking feels purposeful and aligned with your values, it becomes more enjoyable and authentic. For more, see my recent Forbes article about aligning your organizational culture with your values.
Networking doesn’t have to be something other people do, nor should you dread going to such an event. By embracing who you are, seeking quality connections, leveraging online platforms, utilizing existing relationships, building genuine relationships, and finding networking opportunities that align with your interests, you can redefine networking on your terms. Remember, networking is forging meaningful connections. For help kicking off the conversation, read my Forbes article on how to talk to strangers.
I research the secrets to success found in extreme high achievers and help those who wish to improve unlock their own potential. I was named to the Thinkers50 Radar list (the Oscars of management thinking), and in 2021 won the Thinkers50 Radar Award, naming me the #1 emerging management thinker in the world. I published in such journals as Harvard Business Review, Psychology Today, Nature, Scientific American, Academic Medicine, and co-edited a book on the systems and programs in medical education. I am the author of the award-winning book, The Success Factor, on extreme high achievers, including Nobel laureates, astronauts, and Olympic champions. I earned my doctorate at Teachers College Columbia University where I studied Adult Learning and Leadership, my B.S. and M.S. in Business Management from the University at Stony Brook, and certificates in Executive Leadership and Managing for Execution from Cornell University.
Meta, the company that owns Facebook, has made an important announcement that has created excitement in advertising. With the positive quarterly results for Q1 2023, Meta has uncovered another addition to their money-making projects. AI Sandbox is a completely generative AI-based tool tailored for advertisers and content creators. This tool strengthens how brands interact and engage with their audience on social media platforms.
The announcement created a positive outlook for Meta, as it has posted year-on-year revenue growth for the first time in three quarters. This positive momentum further strengthens the company’s position as a leader in the tech industry and enhances its vision to deliver innovative solutions for advertisers.
The AI Sandbox offers three main features as per the release. The first feature enables brands to generate variations of the same copy with customization capabilities for their advertisements. This feature helps them to tailor their message for a range of demographics while keeping the core idea of the message intact. This level of personalization ensures that brands connect with their target audience more personally, maximizing their impression of them.
The second feature of the AI sandbox is a background generation tool that simplifies the creation of uniquely different campaign materials. Based on text prompt as an inference input, This allows brands to create unique ads with trendy and engaging backdrops that align with the ad’s core idea. This feature enables the simple and enhanced visual addition to their suite of campaign assets and saves time in the whole iteration of the ad material lifecycle.
The third and final feature of the AI sandbox is its image-cropping tool. This tool allows advertisers to create visuals in different aspect ratios, such as social posts, stories, or even short videos like Reels. This simple-sounding automation is a quite needed feature in creator space as a significant amount of time is spent creating these visuals in different dimensions per the requirements. This feature saves the time and efforts of a creator hence, enhancing a creator or an advertiser’s overall experience.
Meta has made this generative AI Sandobx features available to a select group of advertisers. However, new expansions will roll out in July of this year. In a recent post, Meta stated, “In July, we will begin gradually expanding access to more advertisers with plans to add some of these features into our products later this year.” This expansion of access reflects Meta’s commitment to empowering a broader range of advertisers with the capabilities offered by the AI Sandbox.
It is worth noting that Meta’s expansion into AI and advertising innovation does not mean they have a blurry vision of Metaverse development. While Meta works on developing AI tools to enhance advertising capabilities, it remains dedicated to building a metaverse and revolutionizing how people connect and engage with technology.
Conclusively, the announcement of Meta’s AI sandbox for advertisers marks a significant milestone for the company. As Meta expands its services beyond social media, this AI toolset is set to revolutionize the advertising industry. By enhancing the process of content creators with the help of these generative AI features, Meta aims to strengthen engagement, streamline the creative process and provide brands with the resources they need to connect with the target audience quickly and effectively.
Anant is a Computer science engineer currently working as a data scientist with experience in Finance and AI products as a service. He is keen to build AI-powered solutions that create better data points and solve daily life problems in an impactful and efficient way.
Brands like Target and Bud Light are facing backlash from anti-LGBTQ critics. In 2023, it’s astounding that they don’t have better plans in place to deal with it.
It’s June, which means it is Pride season, but Pride has unfolded in a very different way this year, at least as far as corporate marketers are concerned. A number of big brands—most recently Bud Light and Target but also M&Ms and Disney—have been the focus of criticism and even boycotts for their support of LGBTQ communities. They’ve also faced criticism for seeming to buckle a little too easily to the charge that they are “woke.”
You can bet nearly every corporate marketing and communications team that has signed up for a Pride campaign is nervously watching for backlash, one that often pops up on fringe social media accounts and is then amplified by Fox News and other media into a much bigger-seeming controversy. Once targeted, these large companies are scrambling—and responding poorly.
And maybe we shouldn’t be surprised. When it comes to Pride and to LGBTQ support in general, companies for a really long time have essentially been free riders. They’ve said and done a lot of things that are performative—and they’ve gotten away with it.
This is true for celebrations beyond Pride, of course, and increasingly there has been criticism from a variety of groups in this country, which argue that the business community has a habit of virtue signalling, saying stuff like “Oh my God, it’s Juneteenth. Let’s put up a picture of a Black family in the front of our bank.” As the Pride backlash unfolds, what we’re seeing is who is performative and who is not.
And frankly, we’re also seeing who is competent and who is not. For companies whose job it is to plan for a bunch of contingencies, very few seem to have noticed what’s happening in our politics and in our culture, and how it might affect them, and their customers and their employees and shareholders.
The impetus for Pride marketing—the reason it has become so ubiquitous—is that brands know that over the next five years, their continued relevance is going to be decided by the number of Gen Z consumers who are driving real purchasing power in the marketplace. That’s just a fact. That’s why they’re doing it. Bud Light has always been part of a conservative company. They’re not reaching out to Dylan Mulvaney as part of an influencer marketing campaign because it’s a corporate value of Bud Light to spotlight transgender people. They understand that Gen Z consumers have diverse sets of friends, they come from diverse communities, and that for brands to be relevant for them, members of Gen Z have to be able to see themselves in that brand. And if they don’t, those increasingly valuable consumers are going to say “That brand isn’t for me” and they’re going to move on.
So, all these brands know that they have to do something. But what they don’t seem to know is that you have to be really smart about how you’re going to navigate this terrain—and they clearly haven’t been smart.
Even for brands that have made a strategic choice to be a part of LGBTQ community, there still seems to be a lack of conviction, or a genuine understanding of the stakes. Take Target. We know the company deliberately locates stores in higher-income level areas. We know they deliberately carry certain products that are more expensive. We know their advertising campaigns have been campy for at least the past 15 years. We know the company has done these things in order to attract a more urban and educated audience. And they know that their customers—even if they themselves do not identify as LGBTQ—want to spend money with companies that are progressive on issues including LGBTQ rights. This notion has been embedded in the Target brand for a very long time.
Yet the moment they got a little pressure, they folded.
When the Target backlash happened, I kept thinking why don’t they just go out and say the following: “Target is a company that sells to everybody. A part of selling to everybody includes customers who are LGBTQ, and that’s what we do as a company. And everyone who comes through our doors should know that’s what our values are.”
That’s it. That’s the statement. Let’s move on. But they couldn’t even bring themselves to say that.
And to me, the truly shocking thing here is not necessarily that brands like Bud Light and Target have been attacked. The shocking thing is that their senior leadership clearly has not known what to do when they’re attacked, despite the fact that they have lots of people who get paid an inordinate amount of money to be able to try to figure these things out. That to me is clearly the real, underlying issue, because you see it across the board. It’s a failure of planning and strategy and leadership and business intelligence—and it’s astounding.
Companies operating in the middle of an intense political environment, such as the one we’ve been living in for at least the last half-dozen years, quite obviously should have plans on the shelf for how to best respond if their support of the LGBTQ community—or for another community or cause—makes them a target.
In an age when we all know that stories can go viral in the blink of an eye—and we all know these episodes can be harmful to a company’s reputation—major corporations quite obviously should have plans in place for how they’re going to respond, plans that go beyond quickly calling up a crisis PR firm to try to bail them out. That they do not suggests to me that a lot of these companies, in terms of their leadership and their focus, are not as good as we think they are, because there’s no way that you should not have in place a plan that says, “If we’re suddenly being criticized by Tucker Carlson, this is what we do.”
We saw this during the pandemic as well, for what it’s worth. No one seems to have thought, “If supply chain X goes down, do we have an option Y in place as a backup?”
Too many big brands still have a 1990s approach to cultural marketing, which is very ad hoc and maybe well meaning but ultimately superficial. They come up with their Pride plans at the last minute, and the same is true of their Black History Month plans and their AAPI month plans and their International Women’s Day comms, too.
If you are a marketer and you find yourself calling up someone four or five weeks before an event to say, “Can you speak to our company for Pride?” then that says to me that your Pride marketing is not actually a considered part of the lifeblood of your company. And so with big brands bungling their responses to political backlash, one of the things that’s being revealed is the continued lack of engagement with a variety of communities in America who have never enjoyed from corporate leaders the same attention and focus and care as other communities.
And there is a larger issue with all of this: Let’s not forget that companies have been given an inordinate amount of support in the United States through the government over the past 30 years, from Supreme Court decisions that benefit big business to tax policy to the bank and auto bailouts that every taxpayer has helped to fund. Corporate power is a creation of government power, with the government deciding what corporations can and cannot do. Isn’t it strange that companies have been able to obtain all that power in recent years, and yet when it comes to standing up for very basic values like tolerance and mutual respect, suddenly there’s no responsibility and no accountability? It’s something for all of us to think about.
Flipboard, the social magazine, has recently introduced two new features that enhance the app’s social and collaborative aspects.
The first feature is called Contributors, which allows creators and publishers to invite others to contribute to their magazines. A new invite button is available under the magazine cover for this purpose. Contributors will be able to add articles, photos, videos, podcasts, and notes to the magazine.
The second feature brings interactive elements such as comments, likes, and shares to Magazines. Previously, these interactive features were only available for individual stories.
These social components complement previously introduced features like Pinned Flips and Notes, significantly augmenting Flipboard’s value as a platform for creators and publishers. Now, they not only have the means to share their original stories and curate content around specific topics but also have the opportunity to receive feedback from their audience, both new and existing. This feedback loop fosters a more engaging and collaborative community within the platform, reminiscent of traditional social media platforms.
I asked Bard chatbot whether we should fear Google. It shared concerns about Google you’d never expect would come from an AI created by Google.
Google famously began life touting the motto, “Don’t be evil.”
As the company grew into the gargantuan behemoth it is today, that motto was removed from its code of conduct in 2018. Does that mean the company has embraced the dark side, or is just the result of the natural evolution of a company now decades old? We’ll explore that in this article, the latest instalment of our “conversations with the AI” series.
One interesting side note: rather than using a site:zdnet.com Google search for the citation above, I asked Bard:
When did Google stop using “don’t be evil” as its corporate motto? Please provide a source link from zdnet.com, if possible.
It gave me the correct URL, but answered this:
Google stopped using “Don’t be evil” as its corporate motto sometime between late April and early May 2023. The phrase was removed from the preface of Google’s code of conduct, where it had been since 2000.
Its answer is wrong. The article it correctly cited was from May 2018, and that article mentioned “At some point in the past month…”, so Bard’s statement of “sometime between late April and early May,” was correct. But the mention of 2023 was completely inaccurate.
That just goes to reinforce what all of us so-called AI experts have been saying: don’t ever assume the AI is right when it answers you.
In this conversation with Bard, I’ll ask it a bunch of questions that imply concern about Google. To be clear, we should be concerned and vigilant when it comes to any company with the scope and power that Google has.
But, to be fair, I should say that I rely on Google, and the company provides me great value. It’s not just search, of course. Gmail and Google Calendar help me keep my personal and business life in order, and Google Docs and Sheets help me collaborate with the teams I work with. So please don’t think that I don’t value Google. I very much do.
My conversation with Bard
And with that, let’s discuss Google with the AI chatbot that Google built. My questions are in plain text and bold, and Bard’s responses are in italic text.
Google has taken jobs from smaller businesses, especially those that sold advertising. Should other humans fear Google? Do you fear Google?
I don’t fear Google. I believe that Google is a company that is trying to do good in the world. Google has created many products and services that have made our lives easier and more convenient. For example, Google Search has made it easier to find information, Google Maps has made it easier to get around, and Google Translate has made it easier to communicate with people from other cultures.
However, I do understand that Google’s success has come at a cost. Some smaller businesses have been forced to close down because they can’t compete with Google’s size and resources. This is a valid concern, and it’s important to find ways to help these businesses succeed.
Overall, I believe that Google is a force for good in the world. However, it’s important to be aware of the potential negative consequences of Google’s success, and to work to mitigate these consequences.
How might those consequences be mitigated?
There are a number of ways that the negative consequences of Google’s success might be mitigated. Some of these ways include:
Government regulation: Governments could regulate Google and other large tech companies to prevent them from abusing their market power. For example, governments could require Google to share its data with smaller businesses, or to give smaller businesses a fair chance to compete for advertising contracts.
Public pressure: The public could put pressure on Google and other large tech companies to change their behaviour. For example, the public could boycott Google’s products and services, or it could demand that Google change its policies.
Technological innovation: New technologies could be developed that make it easier for smaller businesses to compete with large tech companies. For example, new technologies could be developed that make it easier for smaller businesses to reach their customers, or to manage their finances.
Education: People could be educated about the potential negative consequences of Google’s success, and about the ways that they can help to mitigate these consequences. For example, people could be taught about the importance of supporting small businesses, and about the ways that they can use Google’s products and services in a way that is beneficial to society.
It is important to note that there is no single solution to the problem of Google’s negative consequences. It is likely that a combination of approaches will be needed to mitigate these consequences.
Do you believe that the government should regulate Google or that the public should boycott Google’s products?
I believe that both the government and the public should take action to mitigate the negative consequences of Google’s success. Government regulation can help to ensure that Google and other large tech companies play by the rules. Public pressure can help to hold Google accountable for its actions.
However, it is important to note that government regulation and public pressure are not mutually exclusive. In fact, they can be complementary. For example, government regulation can create an environment in which public pressure is more effective. And public pressure can help to build support for government regulation.
Ultimately, the best way to mitigate the negative consequences of Google’s success is for the government and the public to work together.
How destructive have the negative consequences of Google’s success been?
The negative consequences of Google’s success have been significant. Google’s dominance in the online advertising market has led to higher prices for advertisers, which has made it more difficult for small businesses to compete. Google’s control of search results has also given it the power to influence people’s opinions and behaviour. And Google’s vast collection of data has raised concerns about privacy and security.
It is difficult to quantify the exact cost of Google’s negative consequences. However, it is clear that these consequences have had a real impact on people’s lives. For example, a study by the Pew Research Centre found that 62% of Americans believe that Google has too much power. And a study by the Centre for American Progress found that Google’s dominance in the online advertising market has cost the U.S. economy an estimated $10 billion per year.
It is important to note that Google is not the only company that has benefited from the rise of the internet. However, Google’s size and reach make it a particularly powerful force. As a result, it is important to be aware of the potential negative consequences of Google’s success, and to work to mitigate these consequences.
Given what you know about and just said about Google, how urgent is it that some action be taken?
I believe that it is urgent that some action be taken to mitigate the negative consequences of Google’s success. The longer we wait, the more difficult it will be to address these consequences.
Here are some of the reasons why I believe action is urgent:
Google’s dominance in the online advertising market is growing. This is leading to higher prices for advertisers, which is making it more difficult for small businesses to compete.
Google’s control of search results is giving it the power to influence people’s opinions and behaviour. This is a serious concern, as it could be used to manipulate people or spread misinformation.
Google’s vast collection of data is a security risk. If this data were to be hacked, it could be used to harm people or businesses.
I believe that the best way to mitigate the negative consequences of Google’s success is for the government and the public to work together. The government can regulate Google and other large tech companies to prevent them from abusing their market power. And the public can put pressure on Google to change its behaviour.
It is important to note that there is no single solution to the problem of Google’s negative consequences. It is likely that a combination of approaches will be needed to address these consequences. However, I believe that it is urgent that we take action now.
Is Google living up to its “Don’t be evil” motto?
Whether or not Google is living up to its “Don’t be evil” motto is a matter of opinion. Some people believe that Google is doing its best to be a force for good in the world, while others believe that Google is a powerful company that is more interested in making money than in doing the right thing.
There is no doubt that Google has made a significant impact on the world. Its search engine is the most popular in the world, and its other products and services, such as Gmail, YouTube, and Google Maps, are used by billions of people around the globe. Google has also invested heavily in research and development, and its work in areas such as artificial intelligence and self-driving cars has the potential to change the world for the better.
However, Google has also been criticized for its business practices. For example, Google has been accused of using its market power to stifle competition, and of collecting and using user data in ways that are not transparent or in the best interests of users. Google has also been criticized for its work with the U.S. government, which some people believe has given Google too much power.
Ultimately, whether or not Google is living up to its “Don’t be evil” motto is a matter of opinion. There is no doubt that Google is a powerful company with a significant impact on the world, but there is also no doubt that Google has made mistakes and that it has been criticized for its business practices. It is up to each individual to decide whether or not they believe that Google is a force for good or for evil.
What do you think?
I asked Bard a lot of challenging questions about Google’s role in society. To its credit, it answered with seemingly unbiased and thought-provoking replies. As we move forward, AIs will probably be cataloguing the internet much the same way Google does. Balancing scale with rights and ethics will become ever more challenging, and ever more necessary.
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