Twitter Blue subscribers can now share tweets up to 25k characters
Twitter has increased its character limit for the third time this year – from the initial 4,000-character increase in February, then 10,000 in April, and now 25,000. This change is only available for the app’s subscription format, Twitter Blue, implemented by CEO Elon Musk as part of his vision to expand the app’s functionality. This new addition, along with the recent roll out of inline images in longform tweets, could lead to a huge habitual shift in how users engage with the app, with more blog post style tweets.
Why is this important?
Twitter’s goal in the long run is to offer better monetization incentives, so that more creators will use it as a central focus to directly share their work – which could be a valuable opportunity for the platform and its advertisers if done well. However, there’s currently no data to show how users are responding to Musk’s changes, and initial reactions seem more negative than positive. Read more.
Google trials automatically created assets for Performance Max
Google is now rolling out it’s automatically created assets pilot feature on Performance Max. In an attempt to save advertisers time and effort, the feature generates copy by analysing the content on a brand’s landing pages, domain and ads. Brands that have opted to trial the feature have seen enhanced performance with on average a 2% increase in conversions.
Why is this important?
The feature boasts improved relevance and better productivity, meaning the amount of manual work is reduced as well as the overall assets providing a more consistent user experience. The main concern following the trial is the reduction in creative control for advertisers. The content might not accurately fit a products brand or make sense. This has deterred some marketers from using the feature. Read more.
How are the biggest companies using ChatGPT?
As we all know, conversational AI and ChatGPT are here to stay and only become bigger by the day. The biggest companies across several industries, from FMCG to education to tech, are all leveraging conversational AI to improve their services and products in a big way. Microsoft plans to bring in conversational AI into its 360-suite of tools, and aims to support computer coders by using a modified GPT-3 version that specialises in computer coding to provide solutions via GitHub Co-Pilot. Udacity, an online learning platform, has used GPT-4 to create a virtual tutor, where you can ask questions directly to them and get solutions immediately. Expedia has also now integrated conversational AI into its services. This means that rather than searching for flights, you can just chat with your virtual assistant about your holiday plans and it will plan it for you!
Why is this important?
With so many tools and companies leveraging GPT into their products and services, there is going to be an obvious increase in dependence on conversational AI by people widely. This means we as an agency also must start integrating conversational AI into our products - especially reporting. With platforms such as Microsoft Excel having this feature means we need to find out the best way to leverage it into our regular reporting so that the clients will be able to search for specific insights and get answers from an unfiltered dataset (which would be visually represented in dashboards) instead of the agency plugging. Read more.
Campaign of the Week: E.ON campaign stresses urgency of climate crisis
Featuring the song by Irma Thomas, “Time is on My Side”, E.ON UK have released a campaign designed to draw attention to the climate crisis and how the planet is running out of time. The 60-second ad named “It’s time” was created by House 337, and shows a number of protagonists going about their daily lives whilst environmental disasters unfold around, completely unfazed by the devastation around them. Rather than using shock tactics that we may have become accustomed to around this topic, the film instead highlights behaviour that many of us are guilty of. The Chief Marketing Officer at E.ON UK stated that “…there’s a huge amount of positive intention when it comes to sustainable energy, but rarely do any of us bring enough urgency to the situation.”
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