Instagram turning into YouTube | Perplexity Pages | Apple + OpenAI?

Hello Sunday! Here's the update that's going to make you look smart in the office on Monday (I hope...).

In this week’s update:

• Instagram turning into YouTube

• Perplexity introduces Pages

• A new channel has entered the chat

• Apple is (reportedly) partnering with OpenAI

• Last time on the Smart CMO

Instagram = YouTube?

Instagram is experimenting with a feature that temporarily prevents users from scrolling to display an ad, emulating a strategy similar to YouTube's ad model.

• Implementation and Feedback: The feature, currently in a testing phase, shows a small timer or "ad break" indicator, notifying users of a mandatory viewing period before they can continue browsing. This has been confirmed through user reports on social media platforms.

• Comparison with Other Platforms: Instagram's approach is becoming more aligned with other social media giants like YouTube, which also uses mandatory ad viewing for non-paying users, and TikTok, from which Instagram had previously adopted video-scrolling features.

• Potential Impact: A Meta spokesperson mentioned that this test aims to evaluate how such ad formats can drive value for advertisers. Depending on user reception and effectiveness, it might become a permanent feature.

Perplexity Introduces Pages

If you don't know Perplexity yet, it's an AI research tool. Great for pulling together info from across the web and making logical sense of it, unlike some AI tools out there.

Perplexity Pages allows users to create, organise, and publish articles, reports, and guides effortlessly, emphasising easy sharing of knowledge - think "Wikipedia".

• Customisation and Adaptability: Users can tailor content tone and structure, making adjustments to suit the audience's needs and enhance reader engagement.

• Visual Integration: The platform supports the inclusion of visuals either generated by the tool, uploaded from personal collections, or sourced online, enhancing the attractiveness and effectiveness of the published content.

• Target Audience: It's useful for educators, researchers, and hobbyists, providing them with the capability to produce content that simplifies complex topics or shares in-depth knowledge.

Read the full blog article here.

A new channel has entered the chat

If you're not using Telegram Messenger, are you missing out?

Noted for it's end-to-end encryption, as of 2023 the app boasted 800 million users.

According to data from Exploding Topics, WhatsApp is the most popular messaging app, boasting approximately 2.4 billion monthly users. That's compared to 0.5 billion for Telegram.

However, in terms of monthly downloads, WhatsApp Messenger leads the way with almost 50 million each month. Telegram (34.29 million) and Snapchat (32.32 million) make up the rest of the top three.

The point I would like to raise is that Telegram has just introduced "Telegram Stars" - a new in-app token for purchasing digital goods and services.

Suddenly this changes the dynamic and the way that users can possibly interact with the messaging app.

I suggest keeping it in mind as a future poteintial new marketing channel, or wait and see if Whatsapp introduce a similar feature.

Read more here.

Apple is (reportedly) partnering with OpenAI

Industry commentators are saying, Apple plans to collaborate with OpenAI to incorporate ChatGPT into iPhones, aiming to leverage the chatbot's advanced capabilities to improve user interactions with Siri.

Here's what we expect:

• Integration and Accessibility: ChatGPT will be integrated with Apple’s applications and services, potentially reaching millions of users, with the feature being optional for users to activate.

• Strategic Partnership: This collaboration is seen as a strategic move for Apple to enhance its AI capabilities, amidst talks of incorporating other third-party AI technologies.

• Enhancement of Siri: Alongside the integration of ChatGPT, Siri is expected to undergo a significant overhaul to become more conversational and versatile, capable of performing complex tasks within apps.

Personally, anything will be an improvement over Siri as it is today.

Jargon Breakdown

I would like to introduce a new feature to the Smart CMO newsletter. It's impossible to know every piece of new jargon introduced into businesses, so to keep you ahead of the curve, I will do my best to provide a simple guide to some of the jargon.

Programmatic Advertising

Programmatic advertising is a buzzword in the digital marketing landscape, often recognised but not always fully understood. This technology-driven method automates the buying and selling of online advertising, leveraging algorithms and real-time bidding (RTB) to place ads in front of the right audience at the optimal time.

How It Works: Programmatic advertising uses data insights and algorithms to serve ads to users by automating the decision-making process of where ads are placed. The technology operates in real-time, allowing advertisers to bid on ad impressions. If the bid is won, the advertiser's ad is instantly displayed on the publisher’s site. This process ensures that ads are shown to the most appropriate audience, maximising efficiency and relevance.

Benefits:

• Efficiency: Automation speeds up the process, reducing the need for manual negotiations and pre-planning.

• Precision: Advanced targeting options ensure that ads are tailored to the behaviour and preferences of the audience.

• Cost-Effective: Bidding happens in real time, which can often result in lower costs per acquisition.

Potential Downsides:

• Complexity: The technology and strategies involved can be complex and might require specialist knowledge or external help.

• Privacy Concerns: The extensive use of data might raise issues around user privacy and data protection.

• Ad Fraud: There is a risk of encountering bots or fraudulent publishers, which can lead to wasted advertising spend.

Understanding and navigating programmatic advertising can significantly enhance campaign performance and optimise marketing budgets, provided it is managed with attention to its challenges.

📌 Want more insights?

Previously on the Smart CMO: Check out my last summary of Hootsuite's report 'Social Media Trends 2024'.

Read now

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