Emotional storytelling boosts engagement by 40% | ChatGPT referrals to publishers is up 8 times in 6 months | Financial Times is Working It

ChatGPT referrals to publishers is up 8 times in 6 months

ChatGPT’s referral traffic to 14 leading publishers rose 8 times in 6 months, to 3.5 million overall in January, according to Similarweb. The same publishers received a total 3.8 billion visits in January, meaning traffic from ChatGPT accounted for less than 0.1% of total visits to sites like The Guardian and Forbes. Meanwhile, Google’s search dominance has slipped below 90% for the first time in a decade, posing new questions about the evolving role of AI-driven search.

Press Gazette - ChatGPT referrals to top publishers up eight times in six months but still negligible

Emotional storytelling results in 40% higher engagement

Brands using emotional storytelling see 40% higher engagement LinkedIn’s new data shows, with AI-powered content resonating best when it builds human connection. 67% of marketers are optimistic about Gen AI, but 74% of consumers distrust authenticity of AI-generated content. Joy, nostalgia, and shared purpose drive performance with humour specifically boosting engagement by 65%. The takeaway? AI should amplify, not replace, authentic storytelling.

Social Media Today - LinkedIn Highlights the Importance of Human Connection in AI Content

Only a quarter of brands engage fully with online communities

Only 25% of brands fully engage with their online communities, according to a study of senior marketers at global consumer brands from SAMY Alliance. Instagram is the leading platform, with 40% using it as their primary social commerce channel, ahead of owned e-commerce platforms at 34%. The study also shows that social platforms are gaining ground on search engines, with Instagram and TikTok becoming key discovery channels.

Marketing Tech News - Most brands have social commerce strategy, but little community management

Short-term ROI reaches 11.8 on TikTok - but what about the long game?

TikTok ads deliver an average short-term ROI of 11.8, with 75% of advertisers seeing their best returns on this platform compared to other, according to a Dentsu study. With 7 out of 15 brands seeing strong long-term impact, the study suggests brands that maintain a steady TikTok presence experience greater sustained sales growth. The findings highlight TikTok’s strength in driving immediate sales, while long-term success depends on consistent investment.

Social Media Today – TikTok Shares New Insight Into ROI of Short- and Long-Term Ad Campaigns

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Half of UK B2B marketers justify spend to C-suite monthly

51% of UK B2B marketers must justify marketing spend to executives every month, according to research by Marketing Week. As buying cycles grow longer, 87% say measuring long-term campaign impact is getting harder. LinkedIn’s ‘B2B ROI Impact’ research also highlights three barriers’ marketers face when demonstrating ROI – regulatory changes (39%), integration issues between data platforms (39%), and the time and resources needed for analysis (37%).

Marketing Week - AI search, deepfakes, justifying marketing spend: 5 interesting stats to start your week

Financial Times’s ‘Working It’ explores the world of work

Working It is a newsletter which covers the stories shaping the workplace and the key trends impacting the future of work. It is written by the Financial Times’s ‘Working It’ editor Isabel Berwick, with recent editions covering agentic AI and digital skills training. It was launched to explore all things workplace and leadership focused. A podcast was also launched – but that has ended after 153 episodes.

Media Spotlight - Financial Times – Working It Newsletter