Will AI Transform Your Marketing Campaigns in Q5?

Welcome to the WASK’s Weekly Newsletter! Your reliable source for digital marketing, social media, and Artificial Intelligence updates. Stay informed, and stay inspired with us!

Google Ads Tests AI-Powered Reporting Tool

Google Ads is testing an AI-powered reporting tool that lets advertisers create customized reports with natural language commands.

This beta feature saves time by simplifying data analysis and enables faster, more informed decisions for campaign optimization. Advertisers can create custom reports by entering commands in English, such as “Show ad performance by region.”

The feature aims to provide a more efficient advertising experience by leveraging Google’s AI integration. However, the feature, which is currently only available to select advertisers, could set a new standard for expanded distribution if successful.

X Updates Grok AI Chatbot

X continues to offer its Grok AI chatbot, part of Elon Musk’s xAI initiative, for free to its users. Grok has integrated X and web search data for better answers and added descriptive links to answers.

Grok’s image generation model has also been improved, and a new Grok button has been added to provide more context to X posts. X is starting to test voice queries to increase competition with Meta AI.

Musk’s main goal is to develop his own AI projects as a competitor to OpenAI, and Grok is xAI’s flagship product in this area. With its access to X’s real-time data, Grok could be valuable to users

YouTube Shares Its Most Successful Ad Campaigns of 2024

YouTube has revealed the most successful ads of 2024. This year, its AI tool Gemini analyzed more than 13,000 ads from around the world to help determine what made them stand out.

YouTube also highlighted the success of creative storytelling in long-form formats. For example, Volvo’s four-minute ad and Louis Vuitton’s 11-minute chat with Emma Stone both had watch times 20% higher than industry averages.

YouTube also noted that influencer collaborations and celebrity campaigns were also hugely successful. In 2024, brands that appealed to large fan bases like K-pop enthusiasts, Coachella attendees, and The Sims fans built successful connections and increased brand awareness.

YouTube noted that brands experimenting with creative storytelling and different ad styles increased their success.

X Shares Ad Insights and Tips for 'Q5'

After a year of revenue losses in 2024, X has been offering insights and engagement data for the "Q5" period in recent weeks to attract advertisers.

This period, which runs from mid-December to mid-January, is a time when social media usage increases due to the holiday, and X says it offers advertising opportunities with lower competition and more affordable prices.

CPM rates fell by 34% and cost per engagement fell by 19% in 2023. X also suggests brands make more effective ads and achieve conversions with AI-based targeting. This period stands out as an ideal opportunity for brands to use their budgets more efficiently.

Meta Continues AI Development But Warns About Risks

Meta takes a contradictory approach to the development of artificial intelligence (AI) and virtual reality (VR). On the one hand, it produces content by expanding AI tools and emphasizes that it is becoming increasingly difficult to distinguish AI-generated content from the real thing.

Instagram manager Adam Mosseri states that AI-generated content is rapidly evolving and that this poses potential risks for social media users. Meta CEO Mark Zuckerberg predicts that the majority of content on Facebook and Instagram will be produced by AI in the future.

However, there are also concerns about AI’s potential to create misinformation and manipulation. While Meta emphasizes the benefits of these technologies, it recommends that users approach content with a critical eye, but it is unclear how effective this approach will be.

LinkedIn Tests Ads for Personal Posts

LinkedIn has begun testing a new ad option that will allow users to boost their personal posts. The feature is an expansion of the “Boost” option, which is currently used to boost business page shares to a wider audience.

Currently available only to paid users, the feature allows users to boost personal text, images, articles, videos, and newsletter shares. LinkedIn says the test is being conducted with Premium Business users in the US and a limited number of members.

The feature is aimed at professionals who want to give their personal posts more visibility. LinkedIn expects the feature to be available to a wider audience in 2025.

Snapchat Streamlines Monetization Process for Creators

To make it easier for creators to earn income, Snapchat is integrating Spotlight videos into its Stories monetization program. Launched in 2022, the Stories monetization program allows creators to earn income through ads placed in Snapchat Stories.

A unified monetization program for both Stories and Spotlight videos will be available in February 2025. Spotlight creators must meet similar entry requirements, including at least 50,000 followers and 12,000 hours of watch time.

This combination replaces Snapchat’s previous Spotlight Bonus program with a more sustainable and equitable revenue model, with the aim of providing more earning opportunities for creators.

X Expands Content Partnership with NBA

X has renewed its content partnership with the NBA, announcing that the NBA will continue to share exclusive content on the platform. This multi-year partnership promises to deliver new, innovative experiences in 2025 and beyond.

X plans to add a dedicated portal for the NBA, allowing users to watch games in real time and access up-to-date statistics. Additionally, X’s “Sports” heading is overtaking “Politics” as the most popular topic segment on the platform.

While X continues to be the primary platform of choice for sports enthusiasts for the most up-to-date discussions, it aims to shift its content strategy to video. However, the expected changes to X’s video content are expected to come over time.