⛓️McKinsey on Generative AI & The Value Chain

GM nerds,
Welcome back to the newsletter that appeals to all types of digital marketing people:

the ones who make the predictions, the ones who go out of their way to avoid them, and the ones who eat that content up.

How do I do it?
Read the newsletter to learn for yourself 💅
So, what’s good this week?
→ Thrive or Flop: YouTube in its Shorts Era ✨
→ McKinsey on Generative AI & The Value Chain ⛓️
→ TikTok Ramps Up Monetization Incentives (Again) 📈
→ AI-Powered Optimization’s Effect on Digital Marketing 🤖
→ "Hidden Gems" & Google’s Helpful Content Update 👀
→ more, obviously ‼️

→ Along with introducing a new "bespoke" typeface, TikTok continues to expand its top-tier funding opportunities for creators with the introduction of the "Creator Effects" funding program (for AR creators) and the "Effect Creator Rewards initiative," which will pay creators $700USD for every effect used in 500K unique videos within 90 days of being published.

This is leading some to suggest that TikTok is ramping up its efforts in the "Creator Wars," with conventional wisdom suggesting the app is already well ahead despite its controversial 2023.

→ YouTube Studio is now offering more in-depth analytics, including the content formats that are thriving and flopping for you with your viewers.

Andrew Hutchinson put it this way: "The idea is that by showing you just how many of your viewers are engaging with Shorts, that’ll prompt you to try the same, which will then increase the amount of Shorts content YouTube has to show users."

YouTube is in its Shorts Era FR.

→ Twitter stays on the prowl, acquiring the job-matching platform "Laskie." With LinkedIn having shot its shot at being the new Twitter, could the tables be turning?

→ Not only has Meta Verified officially launched in the UK, but Meta’s new Professional Dashboard aims to help Facebook creators with practical guidance re: improving Reels, avoiding engagement mistakes, monetizing content, and understanding distribution— among other performance-boosting tips. All of this aside, Meta’s biggest move may be a simpler one: finally allowing third-party apps to publish Instagram stories.

→ The major takeaway from the Google Helpful Content Update is that the system can now promote what it identifies as helpful content in Search results— the focus here is apparently on finding "hidden gems" to showcase.

Likewise, it can demote what it deems to not be helpful, or merely purporting to be helpful, ensuring such content will not perform well.