It feels like social media platforms have dominated global headlines over the past week. However, I started this newsletter to take a step back and think about what trends mean for digital marketers, rather than just regurgitating news headlines. So instead, I’m focusing this week on an interesting story – about how we’re seeing (anecdotal) signs that Gen-AI search ‘platforms’ are driving traffic and sales.
Then, we can have a look at how various social media platforms are descending into chaos. Let’s get to it!
Users are actively engaging with ChatGPT search. Are you ready?
Recent developments indicate that users are actively engaging with links provided in ChatGPT’s search results, signaling a shift in how audiences interact with AI-generated content. This trend is supported by data showing that ChatGPT’s traffic has recently surpassed Bing, with referral traffic growing by triple digits.
For digital marketers, this evolution underscores the importance of optimizing content for AI-driven platforms. How do you do this? Well, largely, by indulging in the same healthy SEO practices you have been for the last few years. If you’re well set up for SEO, you’re already most of the way there.
However, ensuring your website is indexed by ChatGPT’s OAI-SearchBot is crucial, as it directly influences your content’s visibility in the platform’s generated search results.
Additionally, maintaining high-quality, authoritative content will enhance your site’s chances of being referenced by AI models, thereby driving traffic and engagement.
So what does this all mean? Just keep doing the right things, writing real, authentic content, and ensuring your website is indexed in the right places, and you’ll be in good shape.
The world of social media continues to go mad
Your writer sighs as he starts drafting this copy. This week alone we have seen:
- After months (years?) of speculation, TikTok wasn’t banned in the US after all, with Donald Trump giving the platform a temporary reprieve. It seems to be business as usual for the time being, and it feels unlikely that we’ll just see the platform banned in 3 months instead. But, one to keep an eye on nevertheless.
- With the TikTok ban still a relevant source of interest, both X and Bluesky have announced custom vertical video feeds. I expect neither will quite capture the imagination in the way they hope, but can’t blame them for trying.
- A UK minister this week said that while TikTok was an “exhilerating” platform, there are genuine “propaganda” concerns in news which (hopefully) will surprise no-one reading this newsletter.
- While the news that 50 Reddit communities have banned X links following Elon Musk’s salute earlier this week has caught a few headlines, given that there are over 100,000 subreddits, it probably isn’t quite the landslide that some are hoping for.
- Meta employs a 63% male workforce. Mark Zuckerberg claims it needs more masculine energy. Just leaving that here.
- Nick Clegg, formerly of Meta, also leapt to the defence of the organisation and its decision to scale back on fact checking this week.
- Although, on this note, one important thing we need to keep in mind – community notes will not display on paid ads on Meta. So, organic posts need to be truthful, but there’s a reasonable chance that false ads could slip through the net.
So, all in all, another thoroughly ordinary week in social media land.
Further Reading
There has been some grumbling lately about the changes to the grid made by Instagram to make posts seem more vertical; this article includes some handy tips to fix yours if you aren’t happy.
Only one other thing really caught the eye this week, but I found it quite interesting as I’ve seen so many pictures in my feed featuring these kinds of signs; The Instagram Effect: Why Neon Signs Are a Must-Have for Hospitality Businesses.
That’s it! If you found this interesting, I would appreciate it if you shared it with your friends and colleagues
If you’re feeling particularly generous, I won’t stop you from buying me a coffee. Otherwise, I’ll be back next week. See you then!