Creators Gonna Create. The Speed of Innovation with Generative AI

The speed of innovation is mind-blowing. Since the introduction of ChatGPT, we've seen a consistent influx of cutting-edge AI tools designed to empower creators, marketers, and PR pros.

Why this matters:?

The significance of this innovation cannot be overstated. The pace at which new AI tools are being developed is transforming the landscape in real-time. As a result, those who embrace these tools will unlock unprecedented opportunities to excel in their respective fields.

Creators know this. Do you? ??

By the numbers:

• The Generative AI market size will reach $110.8 Billion by 2030 (Source )
• 47% of US adults say that AI should replace redundant tasks at work to increase efficiencies and productivity (Source )
• 43% of US adult workers believe that AI-generated written content can be just as good as something written by a human (Source )

Facts to know:

Y?Combinator is going big on Generative AI. Their 2023 cohort has 59 generative AI-focused startups out of the 272 companies bringing this technology to the enterprise. These startups are building generative AI chatbots for sales and customer support teams and tools for developers to build their large language model applications, spanning engineering, sales, data & analytics, and marketing.

CB Insights has mapped out these startups and shared some promising use cases. A complete list of the startups with industry and category breakdowns is available here . Thanks Sarbjeet Johal , for sharing this.

Creators Create

If you're unfamiliar with Tagger Media's Signal product, I highly recommend changing that. It is a social intelligence platform that tracks creators across all major networks.

Working in analytics, you have to be curious. One of the things we do at Zeno is to interrogate data to find insights. Curiosity is the driver of that interrogation.

And, I'm curious... is Generative AI real (no pun?), or is it just another talking point from industry elites and Silicon Valley insiders? I wanted a bigger picture, so I checked out Signals to see what was up.

The below data accounts for 29K creators across TikTok, Twitter, Instagram, Facebook, and YouTube and shows the content published about Generative AI since October 2022.

OpenAI 's announcement of ChatGPT happened on November 30th, and you can see the small bump in conversation leading into the new year. It took creators some time to learn how to use generative AI and post about it, as seen in the spike of posts and unique creator profiles contributing to the conversation.

Here are some initial findings:

The engagement rate for Generative AI-related content on TikTok is ~4,183.33% higher than the engagement on Twitter. ??

TikTok has the highest average engagement rate among the platforms at 2.57%, followed by Instagram at 2.12%. TikTok also leads in total engagements with 54.5M since October. This suggests that Generative AI-related content on TikTok and Instagram generates more interactions per user than on other platforms.

Twitter has the highest number of total creators posting about Generative AI (~11K) and the highest volume of posts (~68K), but it has the lowest average engagement rate at 0.06%. This indicates that while there is more discussion about Generative AI on Twitter, the content is less engaging.

YouTube has the second-highest volume of posts (~9.8K), but its average engagement rate is relatively low at 0.61%. This could be due to the nature of the platform, where users primarily engage through watching videos rather than liking or commenting on them.

Facebook has the lowest number of creators posting about Generative AI (<1K) and the lowest number of total engagements (~781K). Its average engagement rate is also low at 0.09%. This may suggest that Facebook is not the most popular platform for discussing Generative AI among creators and their audiences.

The total audience size is the aggregate sum of creator audiences across all their networks. The total audience size for creators discussing Generative AI is the highest on Twitter (~8.5B), followed by YouTube (~5.9B), Instagram (~4.5B), TikTok (~3.1B), and Facebook (~2.8B). This indicates that Twitter has the largest potential reach for Generative AI-related content, despite its low engagement rate.

Visualizing the Data

Naturally, higher volume means a lower engagement rate. Notice the disparity between the total volume of posts about generative AI on Twitter and the other platforms. Part of the reason is that Twitter is more conversational, with many technologists, investors, pundits, and creators going back and forth talking about Generative AI, use cases, prompt engineering, and more.

This data tells a slightly different story.

It's focused on the creators themselves versus the content. Although TikTok creators have the smallest volume of posts about Generative AI, the audience consuming the content is still substantial, at 3.1 billion, suggesting that the platform has considerable potential for reaching a wider audience interested in Generative AI.

Lastly, going back to my original comment about living in a bubble. The creator's audience definitely spans outside of Silicon Valley. While 42% reside in the US, 13% are in the UK, 8% in Germany, 8% in France, 6% in India, and 6% in Brazil.

Further reading & watching

• Creator economy faces investor fatigue, but influencer marketing is still kicking by Sara Lebow
• 16 ways to use generative AI for marketing by Typeform
• Future Tools Weekly by Matt Wolfe
• Almost Timely News by Christopher Penn

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The opinions expressed in this newsletter are solely my own and do not express the views or opinions of Zeno unless otherwise stated.?