Friday, October 4

🌟 Today’s Highlights:

• YouTube just announced more TikTok clone features for Shorts

• Google is getting personalized AI Search Ads

• Discord is launching Video Quests, a second ad format

• 📊 Stat of the Day: Video ad spend is much higher in the US than anywhere else at $108.15 billion this year. (Source: eMarketer)

• 💡 Today’s Insight: The future of SEO is user-generated content

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💡 Today’s Insight 💡

The future of SEO is user-generated content

🗞 TL;DR - AI is threatening SEO by providing the most common answers to user queries based on widely-known knowledge. While that sounds like, well, exactly what you’d expect, it’s hard for those of us who have spent so much time generating high keyword-ranking content. That’s why you should be focused on providing something AI can’t – real, user-generated, authentic content.

💡 Insight - User-generated content (UGC) is the one defensible strategy every brand has against AI. It’s unique, authentic, and can’t be replicated by any competitor or tech. All you have to do is turn it into a content loop by collecting and distributing the content that each new user creates, which in turn will engage the current users into feeling valued and attract new users.

There are, of course, a few challenges with UGC. For one, not every product naturally lends itself to UGC. If you’re a technical SaaS company that doesn’t have much of a user interface, that might be a bit more challenging – but not impossible! The key is to ensure that creating content is seamless for users and amplifies what they’re already doing, not adding friction.

You will have times with UGC where it feels like you’re pulling at straws. You’ll have lulls where no one posts UGC and you’ll have to work to incentivize users to take part. Users always need something to propel them to create content, so be prepared to provide financial, intrinsic, or extrinsic incentives.

Lastly, UGC is a long game. It may take several years or thousands of UGC pieces to see meaningful acquisition results. But that doesn’t mean you shouldn’t do it, it simply means you should start now. Lay the groundwork to make this loop a core part of your product’s growth strategy, and then you’ll be able to reap in the benefits of a completely earned channel.

🛠 Things Worth Checking Out 🛠

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🛍️ TIKTOK LIVE - TikTok just hosted its first summit for its U.S. eCommerce partners and spent most of the event pushing TikTok Shop partners to test out live selling – because it’s worked on its Douyin app in China.

💰 INFLUENCERS - Social media influencers are starting to speak up about how opaque rates create an unfair disparity in the industry on pay. As more companies lean into influencer marketing, expect more standardization.

⚡️ Today’s Headlines ⚡️

🎞️ YouTube is copying more TikTok features with longer Shorts

🔎 Google’s new AI-powered search will deliver personalized ads

🎥 Discord is launching Video Quests to grow its ad business

👓 Samsung & Google Gemini are working on a Meta glasses competitor

🤑 Facebook has reportedly paid content creators $2 billion this year

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