Issue #30: Google's Antitrust Case - What to Know, Using AI to Write Social Content Without Sounding Robotic, and HubSpot's Video Remix

Hello from the Theatre Fairmount in Montreal. I’m writing this newsletter from the road while on tour with my favorite band in the world, who happen to be some of my best friends.

A lot has happened in the world of marketing this week and I’m excited to share the most important headlines with you.

From the antitrust case against Google to the best ways to leverage AI for social media (without losing that human touch), this edition is packed with insights! Did I mention HubSpot has a new video remix tool?

Let’s get into it!

Google Antitrust Case - What Marketers Should Know

What’s Happening with Google Right Now

The U.S. Department of Justice (DOJ) is pushing for major changes to Google’s search and advertising business as part of a landmark antitrust case. The proposals aim to break Google’s monopoly on search and search advertising by:

• Limiting Google’s exclusive search distribution deals.
• Forcing Google to share data, including its search index and models, with competitors.
• Addressing the growing influence of AI in search results.
• Increasing transparency in search advertising auctions.

While some are speculating about a potential breakup of Google, the actual changes will likely reshape how the search giant operates without dismantling it entirely.

What Marketers Should Know

If the DOJ’s proposals move forward, the impact on marketers could be significant:

1. There Could Be More Search Engines to Optimize For: New competitors may emerge, and existing players (Bing, DuckDuckGo, etc.) could become more prominent. This would diversify the search landscape and increase the number of platforms marketers need to consider.
2. Search Ads May Become More Fragmented: If Google’s advertising model is forced to change, it could affect how search ads are placed and how effective they are. This may require marketers to manage ads across a wider variety of networks, increasing complexity of ad management.
3. Greater Focus on Data & Privacy: With potential restrictions on Google’s data usage, marketers may find it harder to access the same level of audience targeting. This could lead to shifts in how personalized ads are delivered, requiring marketers to adjust their campaigns.
4. The Role of AI in Search Could Shift: As AI-powered search continues to grow, restrictions on Google’s use of AI could affect how results are generated and displayed. Marketers might need to adapt to new ways of optimizing content for AI-based ranking systems.

What You Can Do Right Now

• Diversify Your SEO Bets: YouTube is the second biggest search engine - we’ve seen clients get great results by shifting from a Google-only mindset to applying some SEO around their YouTube strategy.
• Keep an Eye on PPC Costs and ROI: Changes in Google’s ad system could influence bidding strategies and ROI. Monitor ad performance closely and be prepared to test new platforms or adjust ad copy and targeting to maintain a high return on ad spend. Google is also now experimenting with AI-driven ads .
• Prepare for Shifts in Data Privacy: Start exploring new methods for reaching your audience that don’t rely solely on Google’s vast data sets. The value of first-party data is about to go through the roof. If you’re not already, start building a direct relationship with your audience.

The Big Takeaway

If you’re all-in on Google, start experimenting with new search engines and paid ad networks today. While this will make your job as a marketer harder in the short term, you’ll be glad to be prepared if the DOJ is successful in its efforts to limit Google’s hold on search and digital advertising.

How to Use AI to Write Social Media Content Without Sounding Robotic

Social media has become a wasteland of awkwardly worded posts written by ChatGPT. They’re boring to read and don’t deliver the authenticity and personality your followers want from you.

Should you stop using generative AI to write your social media content?

Of course not! You just need to avoid the common mistakes many marketers are making.

One of my all-time favorite INBOUND speakers, Brooke B. Sellas from B Squared Media, LLC , put together this list of pitfalls:

• Mistaking Automation for Engagement: While AI can help automate tasks like scheduling and generating captions, it cannot replace genuine human interaction. Make sure your team actively engages with followers and participates in conversations.
• Relying on One-Size-Fits-All Content: Treating AI as a content factory often results in generic posts. Ensure your content aligns with your brand voice and resonates with your audience by adding your unique touch to AI-generated outputs.
• Forgetting to Monitor AI Performance: AI tools can analyze data quickly, but they’re not infallible. Regularly review your AI-driven campaigns to adjust strategies that may no longer work.
• Ignoring Ethical and Legal Considerations: The power of AI comes with responsibilities. Stay informed about data privacy regulations and maintain transparency with your audience regarding AI usage in your social media strategy.
• Overlooking AI’s Limitations: AI is a powerful tool but not a replacement for creativity and emotional intelligence. Use it to handle repetitive tasks while ensuring your unique strategic input remains at the forefront.

Read Brooke’s Full Post Here: Top Pitfalls of Using AI for Social Media (And How to Avoid Them)

How to Use AI for Social with a Human Touch?

If you want to learn more about how to use AI to create social media content without sounding robotic, join the Boston HubSpot User Group on Thursday, October 24th at 11:00AM ET for a virtual event hosted by Brooke.?

She’ll share how to unleash AI for epic social media success.

How to Turn One Video into Many With HubSpot | HubSpot’s Video Remix Tool

While 83% of marketers believe video content is essential for their marketing strategy, many find it hard to create lots of great video content at scale.

It’s true, that without a videographer on staff, video can be time-consuming to create and often expensive.?

But the problem we see is that most video content is used for a single purpose and then thrown into a file share never to be used again.?

Don’t leave value on the table - leverage your video content further.

• Take your hour-long webinar replay and break it down into bite-sized chunks tailored for social media, each formatted for the specific channel.
• Transform your virtual workshop into a compelling content series.
• Turn your video session into text for a supporting blog post and ebook.

In the past, these tasks could take hours, if not days, to execute. But with HubSpot's Video Remix, you can now do it in an instant!

Getting Started with Video Remix:

Note: Video Remix is currently in Beta and available through the Content Hub subscriptions (Professional and Enterprise).?

• In HubSpot, navigate to the Content tab on the left navigation
• Select Remix
• Upload your video to the Content Remix canvas.
• Set the number of clips and adjust the aspect ratio to suit your needs.
• Add any additional context, like keywords, to enhance discoverability.
• Generate your clips and get ready to share!