Tuesday, July 9

🌟 Today’s Highlights:

• Where should X integrate Grok AI next?

• Meta wants to authenticate your skin vibrations

• Brazil suspended Meta from using posts to train AI

• 📊 Stat of the Day: More than 60% of Gen Z and Millennial users love voice notes. (Source: Threads and Wakefield Research)

• 💡Today’s Insight: Instagram’s crucial ranking factor: sends-to-reach ratio

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💡 Today’s Insight 💡

How you can lean into Instagram’s top-ranking factor

🗞 TL;DR - Adam Mosseri, head of Instagram, revealed in a recent Instagram Reel that one of the top signals the platform uses to rank content is “sends-per-reach,” aka the number of people who share a post with friends through DMs relative to the total number of viewers. Essentially, brands and creators should be making content people want to share in order to be prioritized by the algorithm.

💡 Insight - A main reason why Instagram probably wants to prioritize this particular metric is because it keeps people engaged on the app. Your friend shares content with you, you want to stay connected with them through that content, so you share content with them and the engagement continues. The app wants to keep users on their platform, so they prioritize actions that do just that.

But if you want to buy into Instagram’s PR messaging, Mosseri claims, “At Instagram we’re trying to be a place where people can be creative, but in a way that brings people together. We want to not only be a place where you passively consume content, but where you discover things you want to tell your friends about.”

So, in Instagram’s definition, the way to “be creative” on the app is to create content that serves your audiences and helps them discover new things, not just doomscroll. Honestly, this is probably a good way to approach your content across platforms. But if you’re simply just looking to get noticed by the platform, then crafting shareable content is the way to go.

🛠 Things Worth Checking Out 🛠

💌 BUILD YOUR NEWSLETTER - Ad platforms are only going to get more expensive, so your business needs a way to communicate with potential customers for free... The easiest way to do that is your brand's own newsletter! See if you are a fit here →

🤝 GET YOUR LEADS - All of my Fractional CMO arrangements have essentially turned into me running a highly profitable Google Ads funnel for them. Want me to use my $10m in Google Ad spend experience to bring you leads & customers? See if you are a fit here!

🤖 WHATSAPP AI - WhatsApp’s latest feature brings Meta AI to the platform with photo editing and answering questions about your photos. That said, Meta AI already has text capabilities, so it’s probably only a matter of time before those come to WhatsApp too.

⚡️ Today’s Headlines ⚡️

🦾 X is hoping to further integrate the Grok AI chatbot in more areas

😳 Meta filed a patent to authenticate your skin vibration

💷 TikTok Shop launched "£1 Million Club" to support brands & SMBs

🛑 Brazil blocked Meta from using social media posts to train AI

🎥 Runway launched an AI-powered video maker to compete with Sora