The Best of “Possible Miami 2023”: The Impact of AI, Elon Musk’s New Twitter Vision, How to TikTok, and The Future of TV
What do chatbots, freedom of speech, authenticity, and streaming have in common?
They were all part of conversations at the colossal, innovation get-together “Possible Miami 2023”. Gazing into 2023, we can expect to see significant advancements in artificial intelligence, social media, and streaming platforms. Let’s dive into some of the trends that are expected to shape the future of technology.
Google’s take on AI: Empowering humans
AI is the third paradigm of technology after the internet and mobile. It’s a powerful technology that combines creative and analytical abilities, with the potential to supercharge marketing processes. AI empowers humans in terms of creativity, judgment, and empathy.
New AI technologies have the ability to streamline advertising tasks like creating, testing, and targeting ads based on real-time data. It can help marketers adjust budgets and bids on the go based on past performance, trends, and data correlation. It also has the power to go from audience-based to customer intent-based targeting.
“AI can help brands test their creativity faster, and automate bidding and targeting.”
However, it is important to note that AI is only as powerful as the data behind it. While it has the potential to help brands achieve their business goals by combining technology and creativity, Sundar Pichai, Google’s CEO, reminds us that being the first in technology is not as important as getting it right.
Elon Musk envisions a better Twitter
Elon Musk has a new mission for Twitter. He has a vision of free speech on the social platform that involves trust through transparency and the absence of bots. He proposes verifying accounts through paid features to ensure legitimacy, and reminds us that freedom of speech does not mean freedom of reach.
Some brands have moved away from the platform over concerns of being associated with controversial content. Musk assures brands that Twitter’s advertiser algorithm has evolved to prevent them from being associated with content that contradicts their values. To help with this, Twitter has released an option for advertisers to exclude certain topics using negative keywords. By encouraging feedback and transparency, Musk hopes to maintain a platform that provides both freedom of speech for users, and a safe and effective space for advertisers.
Engaging isn’t enough—TikTokers want content that’s real
TikTokers isn’t just about FOMO. It’s also about real and authentic content. Want to create content that TikTokers will love? Follow the 6 pillars of good content.
- Go native
Create content that feels authentic to the platform.
- Experiment with structure
Add creative value and effectiveness to your content with different story structures.
- Stimulate with editing
Capture the attention of your audience with editing techniques.
- Utilize sound
Use sound to your advantage—to create deeper, layered content.
- Incorporate trends
Sharpen your content ideas with trends to increase relevance.
- Hone production skills
Expand your creative skillset using minimal resources for higher quality videos.
To get even higher entertainment value from content on TikTok, don’t forget to leverage creators. Ditch the script and go for a natural hook to create a more engaging experience. Use trends strategically and partner with the right creators to help your content reach a wider audience. Demographics are no longer a reliable indicator of engagement, so focusing on entertainment value is key.
By following these guidelines, brands and creators can create compelling content that resonates with audiences on TikTok.
Skip the program guide, streaming’s here to stay
TV has come a long way since rabbit ears and paper program guides. Streaming offers convenience and a vast selection of content, leading to binge-watching and niche programming.
“Hulu is offering CTV advertising through its self-service platform, opening the landscape up to small players.”
The acquisition of NFL Sunday Ticket rights by Youtube marks a shift towards Connected TV (CTV), and advertisers are adapting. Hulu is offering CTV advertising through its self-service platform, opening the TV landscape to performance advertisers and smaller local players. Programmatic players like Magnite are embracing the change by enabling advertisers to purchase and automate buys.
Streaming has brought new opportunities for advertisers and viewers, making the future of TV brighter than ever before.
Dear advertisers, adapt to thrive
AI, social media, and streaming platforms are rapidly evolving, and advertisers need to keep up with the latest trends to stay ahead of the game. It is crucial to adapt to advancements in technology, to ensure your brand stays relevant in the market.
While it’s still early to tell exactly what the future holds, these trends give us a glimpse of what we can expect in 2023 and beyond.