Insights
Tim Hatari
CEO | NED | Advisor | CEO at Hello Hello, a pipeline management and professional outreach company.
Internet creators have recently gained the attention of marketing circles, not just for their content but for their products and brands. A prominent example is the Prime energy drink by KSI and Logan Paul, which saw massive initial sales but experienced a 50% decline in the UK in early 2024. This scenario highlights the importance of product quality over promotion, as the drink received negative feedback on taste.
Creators like MrBeast, Like Nastya, PewDiePie, Logan Paul, and KSI have built substantial online followings across platforms such as YouTube and TikTok, with subscriber bases that rival the populations of large countries. Unlike traditional celebrities who gain fame through specific talents, these creators rise to prominence through their unique digital content.
Traditional brand building typically follows product- or market-orientated approaches. Product-orientated businesses focus on developing a product first and then finding an audience, whereas market-orientated businesses tailor their offerings based on market demands. However, creators employ an audience-orientated model: they build a loyal audience first, then develop products that resonate with this audience. This approach allows creators to align their brands with a wide range of products without damaging their core brand identity.
This shift emphasises the importance of adaptability and audience engagement in brand building. By prioritising audience connection and evolving with their preferences, creators demonstrate a successful reversal of traditional business models. Forward-thinking businesses can learn from these techniques, potentially integrating audience-orientated strategies to stay relevant and competitive in the evolving market landscape.
News
Recent AI announcements from Google and Microsoft have highlighted their ambitious plans for on-device AI, which functions offline and without cloud dependence. These developments promise advanced real-time assistance but also raise significant privacy and security concerns.
Microsoft's Copilot+ and Recall Feature: Microsoft's new "Copilot+" PCs, powered by Qualcomm's Snapdragon X processor, introduce a feature called Recall. This tool captures screen content snapshots every five seconds, stores them in an encrypted database, and allows users to retrieve past activities. While Recall aims to provide comprehensive memory akin to photographic memory, its extensive data collection has sparked privacy worries. Critics warn that this data, although stored locally, could attract hackers, employers, and law enforcement.
Google's Gemini Nano AI: At Google’s I/O conference, the company showcased its on-device AI layer, Gemini Nano, for Android. This AI can detect real-time fraud calls without cloud services, enhancing user privacy and security. However, concerns were raised about potential misuse for broader local scanning, echoing previous controversies over on-device scanning proposals.
Key Concerns: Both companies face scepticism about whether their AI tools can be trusted, given their past privacy issues and the potential for misuse by governments and other entities. The lack of clarity on operation details and default settings adds to these concerns, highlighting the tension between innovation and privacy in AI technology.
Article: https://www.fastcompany.com/91129428/microsoft-google-last-line-defense-against-scatterbrained-self
Hello Hello is dedicated to ensuring your story reaches your audience, engaging potential customers with authentic and personable interactions that open up new opportunities. If you need a hand in saying 'Hello Hello' to your target market, why not schedule a discovery call today?
Click Here to discover how we can help you connect with your audience and elevate your brand.?