Today in Digital Marketing - Will Instagram’s New Controls Change the Organic Content Game?

Starting point is 00:00:00 It is Wednesday, May 31st. Today, Creator Clarity, Instagram tests new transparency tools. Texas is the latest U.S. state to let people opt out of targeted ads. LinkedIn's AI will now make lazy recruiters lazier. And Snapchat's generative AI is cool, but not free. I'm Todd Maffin. That's Ahead. Today in digital marketing. Instagram is giving users more control over the content they see, along with a new transparency tool for businesses and creators, which could, emphasis on could, help your brand's content get more reach. Users will soon have the ability to select an interested button when viewing recommended posts, which will tell Instagram that they want to see more of that type of content. The company is also testing transparency notifications to inform brands and creators when the reach of their content, particularly Reels,

Starting point is 00:00:54 might be limited due to things like watermarks. Instagram has also unveiled some details about its content ranking process. For the feed, posts are ranked based on user engagement, including likes, shares, and comments, as well as their popularity and relevance to the poster. Stories are ranked based on how often users view an account's stories and how often they engage with them. The app also considers the overall relationship between the user and the account.

Starting point is 00:01:20 The Explore page prioritizes popular content, past interactions, and connections with the content creator. As for Reels, the ranking factors include user preferences and engagement, popularity, and account interactions. This week, the Texas legislature approved a bill that will let residents opt out of targeted ads on sites and apps, as well as the sale of their personal data. Assuming the bill becomes law, Texas will become the 10th American state and the 5th this year to pass a consumer privacy bill aimed at giving residents more control over their data. If all goes as planned, the bill is expected to come into effect next July. Unlike previous bills in other states, the Texas bill doesn't specify the businesses to which it applies. But unless vetoed by the Texas governor, companies will be required

Starting point is 00:02:12 to honor universal opt-out signals activated by users in their browsers or browser extensions. Under this law, companies must disclose the identifiable data they collect and individuals can request the deletion of that data. The bill will be enforced by the state's attorney general office. Businesses found in violation will receive a notice and a 30-day period to rectify the issue before any enforcement actions are taken. Notably, the bill does not grant individuals the right to sue over violations. More generative AI is coming for LinkedIn. This time, the professional network is introducing a new feature in its recruiter platform that uses AI tech to generate personalized messages for HR professionals to send to potential candidates. The new process, and LinkedIn says

Starting point is 00:03:01 this is trained on in-mail best practices, takes into account information from the candidate's profile, job description, and the recruiter's company to craft customized messages aimed at initiating conversations. After the AI-generated in-mail is created, users can customize the message by selecting or deselecting specific topic elements before editing and sending it. Users with the feature can access it by selecting the Draft Personalized Message prompt at the bottom of the Composer window in LinkedIn Recruiter. The platform is rolling out AI-assisted messages to select customers in the U.S. and Europe, with plans for broader expansion in June. Do you have business insurance? If not, how would you pay to recover from a cyber attack, fire damage, theft, or a lawsuit?

Starting point is 00:03:55 No business or profession is risk-free. Without insurance, your assets are at risk from major financial losses, data breaches, and natural disasters. Get customized coverage today, starting at $19 per month at zensurance.com. And Snapchat also launched a new generative AI feature. This will let premium subscribers send photos of what they're doing to receive a generative snap back from MyAI. That is Snapchat's in-app chatbot. Prior to this release, Snapchat implemented other AI-driven updates,

Starting point is 00:04:33 including the ability to include the MyAI chatbot in group chats with friends and the ability to use AI for place recommendations and lens suggestions. The chatbot was also recently updated to reply to users' snaps with a text-based reply. Now, with the Snapchat plus paid tier, my AI can send photos back as well. From a marketing perspective, this feature seems to focus mostly on entertainment purposes. For example, a user can send a photo of their dog to receive a humorous dog photo or share a snap of vegetables from their garden to receive recipe suggestions. We have some new listeners thanks to some organic content that went a tiny bit viral.

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Today in Digital Marketing - Will Instagram’s New Controls Change the Organic Content Game?

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