AI, TikTok, Pinterest, Youtube Shorts+
Let’s all go down the rabbit hole together
This was originally posted on my website and Substack
A lot is going on in the world of AI and creators in 2023, with platforms expanding their content needs and creator rewards. Good timing considering that Adweek is predicting that marketers will buy into the creator economy.
CHAT GPT vs Google’s Bard vs Microsoft’s Bing
The world of AI is heating up, with both Google (Bard) and Microsoft (Bing upgraded) announcing AI competitors to Chat GPT this week. As always, I recommend embracing AI is a tool — not a replacement — to get start on ideas, but editing and injecting your own POV, creativity and communications styles. Those things cannot be replaced, but the better you understand how to use AI to your advantage, the better off you will be, especially in terms of directing it through specificity of prompts. We must also consider the significant SEO impact, as Microsoft seeks to make small dent in Google dominance (over the last year, global search rankings include Google has 92.9%, Bing has 3.03% and Yahoo! has 1.21%) — Listen to the recent NY Times Daily podcast on this topic.
The original explosion around the launch of ChatGPT by OpenAI has of course been the talk of many businesses and creatives, debating how this will impact everything going forward. Personally, as I have been playing around with it, I have found it to be a powerful tool in terms of direction on any one topic, for which I can then further shape as my own — a structure to riff off of. There has been so much written about it, that I figured I would give it a dedicated reading roundup here.
- NY Times: Bing’s A.I. Chat: ‘I Want to Be Alive
- Verge: Bing, Bard, and ChatGPT: AI chatbots are rewriting the internet
- NYTimes: The Brilliance and Weirdness of ChatGPT
- The Atlantic: Will ChatGPT kill the college essay?
- New Yorker: Could an AI chatbot rewrite my novel?
- Verge: ChatGPT proves AI is finally mainstream
- Axios: How ChatGPT could disrupt the business of search
YOUTUBE SHORTS
Youtube is leaning into “shorts” (think TikTok video style) and is looking to bring in all levels of creators, by extending rewards — they really wants creators to know they have their backs. The new way creators can make money from Shorts makes that statement loud and clear. Incidentally, Youtube released recent findings from the Nielsen Gauge Report (December 2022) that shows viewers are spending more time with YouTube than any other streaming platform in the U.S.
After, launching “Idea Pins” (video) and ramping up their creator reward program, Pinterest has just entered a partnership with Conde Nast to share exclusive content (160 videos produced by Vogue and Architectural Digest). This is a good read on them joining the platform race of short-form video.
TIKTOK
TikTok continues to outperform everyone else (social media wise) — especially Instagram, who is desperate to catch up. They even launched a campaign in the UK, making their case for search capabilities (watch your back, google). But most importantly, the talent pool on the platform continues to impress, and is crossing into the mainstream. Recently, at the Golden Globes, there were three leading creators (Reece from Guy With A Movie Camera, Amelia Dimoldenberg from Chicken Shop Date, Tefi Pessoa) conducting interviews on the red carpet and giving us the best (and viral) moments from the event. They were funny, charming, authentic and quick on their feet. I hope there is more of this to come — especially at the Oscars.
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