Virtual Marketer's Monthly Mashup: April 2024


This month we cover LinkedIn's venture into short-form videos, Google's advanced Marketing Mix Modelling tool Meridian, Meta's integration of an AI chatbot across its platforms, a study revealing how good we are at distinguishing AI-generated content, and optimal YouTube posting times.

Senior Marketing Manager
April 23, 2024
  (NZDT - GMT +12)

Welcome back to April’s Mashup! We look into innovations such as LinkedIn's venture into short-form video content, Google's Meridian for advanced Marketing Mix Modeling, Meta's ambitious AI chatbot integration across its platforms, and insights into optimal YouTube posting times, all signalling a pivotal shift towards a more interactive, data-driven, and AI-enhanced marketing ecosystem. Let’s go!

  1. LinkedIn Dives into Short-Form Video Arena
  2. Google’s Unveils New Frontier in Marketing Mix Modelling
  3. Meta Integrates Advanced AI Chatbot Across All Apps
  4. Bynder Study: Half of Consumers Can Spot AI-Generated Content
  5. Buffer Unveils Optimal YouTube Posting Times

1. LinkedIn Dives into Short-Form Video Arena

LinkedIn is testing a new short-form video tab on its mobile app, stepping into territory that is currently owned by TikTok and closely followed (specifically for us Millennials and Gen X’s) by Instagram Reels. Replacing the 'My Network' tab, this feature introduces vertical, full-screen videos aimed at boosting content discovery. While content creators may rejoice at a new opportunity, us marketers are slightly hesitant, wondering how the shift towards more entertainment-driven content on a traditionally professional platform will go. As the rollout timeline remains uncertain, we’re bracing for a potential pivot in strategy to harness the power of short-form video content. Although to be honest that should already be happening, content is king yo!

Source: Tech Crunch

2. Google Unveils New Frontier in Marketing Mix Modelling

Google has introduced Meridian, an open-source addition to the world of Marketing Mix Modelling (MMM), a method that evaluates the impact of marketing campaigns on future budgeting and campaign efficiency. Meridian offers some new solutions to common measurement hurdles, though it's currently accessible only through application. This initiative shows us that Google is investing in refining the analysis of marketing channel mixes. As marketing mix models prove increasingly effective with scale, Meridian is poised to become a really powerful tool for marketers aiming to optimise budget allocations more strategically.

Source: Search Engine Land

3. Meta Integrates Advanced AI Chatbot Across All Apps

Meta is intensifying its efforts in the generative AI space by rolling out an advanced AI chatbot, powered by the Meta Llama 3 engine, across its family of apps, including Facebook, Instagram, WhatsApp, and Messenger. This move positions Meta as a pretty good competitor to OpenAI and other AI innovators, offering users globally the ability to interact with a sophisticated AI assistant directly within the search bars of their social media apps. Despite previous attempts at integrating AI functionalities with limited user engagement, Meta is confident that the new, more powerful Llama 3 model will enhance user experience… a lot. But are we starting to see an imbalance between innovative functionalities and the core social interactions that define these platforms? Me thinks yes… 

Source: Marketing Dive

4. Bynder Study: Half of Consumers Can Spot AI-Generated Content

In an intriguing study by Bynder, it's been discovered that 50% of consumers are now able to distinguish between content crafted by AI and that written by humans. I’m not sure what I expected that number to be, but regardless, this is still interesting as AI has become so prevalent in marketing. We all use it right? But how good are we at ‘hiding’ that fact…

It’s a widespread view that communication pumped out by these AI machines is impersonal or uncreative, and it really can be. Warren Daniels, CMO at Bynder, emphasises the importance of maintaining a human touch in marketing amidst the rising tide of AI, suggesting that while AI can drastically enhance productivity and content management, the essence of marketing should remain human-centric. We cover that in our article: Writing Blogs with ChatGPT.

Interestingly a generational and regional divide also came out of the study, with Millennials and US consumers being particularly adept at identifying AI-generated content. 

Source: Marketing Tech News

5. Buffer Unveils Optimal YouTube Posting Times

Buffer's comprehensive analysis of over 1 million YouTube videos has pinpointed the prime times and days for content creators to post for maximised viewership. The study reveals Friday from 3 p.m. to 4 p.m. as the ultimate window for posting, with other notable times including Tuesday at 2 p.m. and Thursday at 6 p.m. They’re a bit random when you look at them in isolation but here’s the logic: the predominantly working-age audience on YouTube obviously increases video views from midmorning through late evening, with a peak as the week progresses towards Friday. Conversely, early mornings and late nights, particularly between 1 a.m. and 6 a.m., as well as specific times on weekends, are identified as the least successful times for posting. So, use these insights to plan your Youtube strategy, and hopefully you’ll start to see some epic results!

Source: Buffer

So, lot’s of tidbits in there like optimal posting times and a new open-source addition to the world of Marketing Mix Modeling (MMM), as well as some watch outs like using too much AI and losing focus on the human side of things. Regardless, it’s been another fascinating month and we are here for it!

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