Digital Debrief | November 2023

Welcome to the November 2023 Digital Debrief. We saw a lot of drama last month between CEO turnover at Open.AI and the continued antics of Elon Musk and X. Other trends included the growth of AI tools within search engines and more support for creators on LinkedIn, Instagram, and Facebook.

LinkedIn ?

New AI Summary Tools ?

LinkedIn has introduced new AI features for Premium subscribers , allowing them to quickly analyze and understand key opportunities in their feed and job posts. The tools aim to save users time by summarizing articles, videos, and posts, but there's concern that it might encourage a surface-level understanding rather than in-depth insight. Another AI tool for job seekers is designed to assess job fit and guide the application process by summarizing requirements. The article questions the appropriateness of AI in these contexts and criticizes LinkedIn's reporting of reaching 1 billion members, suggesting the metric is misleading and might not accurately reflect user activity. The author emphasizes the importance of genuine knowledge acquisition and raises skepticism about the utility of LinkedIn's AI tools.?

New guide for creating ?

LinkedIn has rebranded its "LinkedIn for Creators" profile to the "LinkedIn Guide to Creating" as part of a refocused effort to support creators on the platform. This change comes in response to user feedback, with the aim of providing more content to help users enhance engagement and boost their presence on LinkedIn. The move aligns with the platform's continued growth in engagement, marked by a 41% year-over-year increase in the sharing of original content in 2022. Considering the current disruption at X, businesses are seeking alternative platforms for online engagement, making it a good time to explore and maximize your presence on LinkedIn. The new "Guide to Creating" page on LinkedIn is expected to offer valuable tips and insights to support creators. You can follow the LinkedIn Guide to Creating page for quick and useful updates directly from LinkedIn.?

New AI-Based System for Detecting rule-violation content ?

LinkedIn has implemented a new detection system using AI to filter potentially policy-violating content in posts. The system prioritizes content based on AI models' assessments of the probability that it violates policies. Higher-priority content with a higher probability of policy violation is addressed more quickly, optimizing human moderator workflow. LinkedIn claims its advanced AI process is more effective in sorting incidents and refining the workload of human moderators. The accuracy of automated detection systems plays a crucial role, and LinkedIn emphasizes its use of constantly updating models based on the latest examples. The new moderation flow is said to reduce the average time to catch policy-violating content by approximately 60%. While this implementation aims to improve user experience and reduce the burden on human reviewers, its impact on the content that ultimately gets through will depend on the system's ability to stay updated and detect rule-violating posts effectively.?

X?

Goodbye MRC Brand Safety Accreditation ?

Twitter, now rebranded as X, has withdrawn from an Ernst & Young audit aimed at gaining Media Rating Council (MRC) brand safety credentials for its ad systems . MRC accreditation involves an annual audit to ensure accuracy and reliability in providing data to advertisers. The move comes amidst controversy over X's ad systems displaying brand promotions alongside racist and anti-Semitic content. X cites resource constraints and ongoing technological challenges for opting out of the audit, despite claiming a 99% brand safety score in a recent blog post. The decision raises concerns about X's commitment to addressing brand safety issues and winning back advertiser trust.?

Major advertisers pull out of X, among other challenges facing the platform?

November was tumultuous for Elon Musk's X, with various challenges and controversies. Among them:?

• A third-party analysis report suggested X isn't doing enough to combat misinformation about the Israel-Hamas war, leading to the European Commission ceasing advertising on X.?
• IBM suspended all advertising on X due to reports of paid promotions alongside pro-Nazi material.?
• Elon Musk supported an anti-Semitic talking point on X, resulting in major advertisers like Apple, Lionsgate, and Disney pausing their ad campaigns.?
• X's attempt to overturn an FTC fine of $150 million was rejected by a federal judge.?
• An industry watchdog called on the FTC to examine X's new ad formats for clear disclosure, potentially triggering a new investigation. Despite claims of a 99% brand safety score, X faces challenges in maintaining advertiser trust and recovering from a significant drop in ad revenue. ?

Musk's commentary and actions, along with growing advertiser boycotts, may pose an existential threat to X, especially with Meta's Threads gaining traction as an alternative news discussion platform. The situation raises questions about Musk's ability to address the crisis, his ego, and whether X can weather this storm.?

Say hello to Grok ?

X is stepping into the generative AI scene with its first chatbot, Grok , currently in limited testing for X Premium+ subscribers. Priced at $16 a month, this premium tier not only provides access to X Premium features but also eliminates ads from the timeline. Grok stands out as an "anti-woke" AI, aiming to have less censorship on sensitive topics, a response to Musk's criticisms of perceived censorship on platforms like ChatGPT. Grok sources data from X, using user posts to fuel its system. However, with X losing traction as a news discussion platform due to Musk's changes, there are concerns about the reliability of Grok's information. Despite having 244 million daily active users, the majority are in "read-only" mode, contributing to a smaller input stream. With Grok likely drawing from a user base influenced by Elon's opinions, questions arise about its potential to spread right-leaning misinformation, especially given X's recent controversies. Musk remains confident that Grok will offer a more accurate source of truth, emphasizing its sarcasm and humor in responses. The article raises concerns about the potential consequences and challenges Grok might bring, questioning Musk's vision of fueling citizen movements for real-world. ?

Dormant Twitter handles could cost a LOT ?

X is now selling dormant X @handles, and they're starting at a hefty $50k . The @Handle Team at X has been working on a marketplace for these usernames, aiming to explore new revenue streams. Musk had floated this idea last year, even considering auctions for popular handles. This move is part of X's efforts to cut costs and boost profitability. However, given X's recent struggles and the steep price, it remains uncertain how many users or brands would be interested. There are also hints at potential motivations beyond battling bots, possibly involving X's shift into payments and shopping. So, if you've got your eye on a cool @handle, be prepared to talk to your bank about a loan extension.?

Threads ?

New Toggle Option to Opt-Out of Having Posts Visible on Facebook and IG ?

Meta is introducing a new toggle that allows you to opt out of having your Threads posts displayed in highlight modules on Facebook and Instagram . This move comes as part of Meta's efforts to promote Threads by showcasing posts from people and profiles across its other apps. However, some users prefer to keep their Threads activity separate from their Facebook and Instagram connections. Meta has responded to this by testing an opt-out toggle, now becoming available in the latest version of the Threads app. While not all users have access to this option yet, it is expected to be rolled out more widely, providing users with the choice to keep their Threads posts within the app. This update offers greater flexibility for those who want to control the visibility of their Threads content to friends and family on other platforms.?

Meta ?

New Amazon partnership for shopping via Facebook and Instagram ?

Amazon and Meta have entered into a partnership allowing Facebook and Instagram users to purchase Amazon products directly within the social media apps . This integration enables users to connect their Instagram and Amazon accounts, streamlining the purchasing process without leaving the social platforms. While the feature is not a revolutionary change, it could facilitate increased engagement with Amazon ads on Facebook and Instagram. Notably, the collaboration includes limited data sharing, with Amazon displaying real-time product pricing based on Amazon account details and sharing limited in-app activity data with Meta to enhance product ad relevance. However, specific shopping actions on Amazon will not be shared for ad-targeting purposes. The partnership may provide an additional avenue for Meta's commerce initiatives amid recent adjustments to its shopping features.?

New Reels tools for creators ?

Meta is introducing several new tools and updates to assist creators in optimizing their content and gaining more insights into their performance . One notable addition is the A/B testing option for Reels creators, allowing them to experiment with various captions and thumbnail images to determine the most engaging version. Another feature enables creators to develop Reels from existing video clips, providing a new way to create Reels content. Meta is also launching an "Achievements hub" within its Professional Dashboard, offering rewards and badges to creators for specific behaviors and post types. Additionally, Meta is providing more Reels metrics, including Reach breakdowns, distribution scores, and retention graphs, to enhance creators' understanding of their content performance.?

Instagram ?

Reply highlight feature in Stories?

Instagram has introduced a new feature that allows users to share post replies to their Instagram Stories . With this addition, users can swipe across a reply and choose to share it to their Stories in sticker format, creating a focused Story around that particular response. Instagram suggests that this feature can help highlight meaningful interactions and spark discussions with followers. The new option aims to provide a creative way for users, including creators and brands, to showcase top comments and foster engagement within the platform. The feature is currently being rolled out to users.?

Search Engines?

Google drops mobile-friendly services and support ?

Google has officially discontinued the Google Search Console Mobile Usability report, the Mobile-Friendly Test tool, and the Mobile-Friendly Test API . The move was announced in April 2023, and as of December 1st, 2023, these tools are no longer available. Google expressed gratitude to website owners for their collaboration on improving the web through these tools. While mobile usability remains crucial, Google suggests using other resources like Lighthouse from Chrome for evaluating mobile usability, as many robust alternatives have emerged since the launch of these tools nearly ten years ago.?

Bard can now answer questions about YouTube videos ?

Google Bard has enhanced its capabilities to answer questions about the content of YouTube videos . Users can now request summaries of video footage by entering a YouTube URL. This expansion is expected to boost engagement for content creators and enhance user experiences. To integrate Bard with YouTube, users can activate the YouTube extension toggle on the Bard website, enabling them to ask questions related to specific videos and receive text summaries. This update makes video content more accessible, providing additional information and insights for users subscribing to channels or making purchases.?

Google rolls out new AI features in SGE to boost product visibility ?

Google is introducing new generative AI capabilities for advertisers in SGE to kick off the holiday season. The updates include new subcategories in SGE, a photo search shopping feature, and an expansion of its virtual try-on technology. These features aim to simplify holiday shopping, enhance product visibility, and provide users with more interactive and engaging experiences. Advertisers should stay informed about these capabilities to optimize their campaigns for better performance during the festive season.?

Google Editor 2.5 is here ?

Google has introduced version 2.4 of its Ads Editor , bringing 16 new features and updates to help advertisers enhance the efficiency and performance of their campaigns. Some of the notable features include the ability to add app deep links to App Install Ads, support for in-feed video ads in Discovery campaigns, and the introduction of the Replace Text tool for product groups. These updates aim to provide advertisers with more control and flexibility in managing their Google Ads campaigns.?

AI-generated product images launch on Google search ?

Google has launched new generative AI tools for advertisers in the U.S. , available in Product Studio, which enables merchants to create product imagery using text prompts. This feature aims to streamline the image creation process, potentially saving time and costs associated with professional image editing. Advertisers can use these tools for tasks like altering background colors, customizing product placement, and enhancing low-quality images. The AI-generated images, currently available to Merchant Center Next users in the U.S. and users of Google and YouTube apps on Shopify, don't have a clear tag or watermark but store manipulation information in the image's metadata.?