Looking for more transparency? LinkedIn and other top social platforms are now open books.
The professional networking hub is the latest social platform to release asearchable databaseof branded content, allowing users to peruse posts that creators have labeled as brand partnerships. If this sounds familiar (thank you for being a loyal reader of The Spark), it’s becauseMeta and TikTokhave made similar moves in recent weeks to abide by the newEU Digital Services Act (DSA), which requires platforms to have this feature.
While the impact of this transparency trend is TBD, brands can benefit from the insight it gives them into competitive content, particularly on LinkedIn. Cross-checking brand partnerships across platforms can also prevent you from working with an influencer who’s collaborated with a company that offers similar services/products. Just bear in mind that visibility goes both ways.
TL;DR: To comply with new international transparency policies, LinkedIn and other top social platforms have introduced searchable branded content databases. It’s a trend worth monitoring and an opportunity to peek at what other brands are building.
AI Tools Are in Session
Artificial intelligence has made its way to another platform’s lesson plan. At its INBOUND conference,HubSpot announced the launch ofHubSpot AI, which includes a whole slew of new features and solutions:
AI Assistants: These generative AI aids can help with tasks like drafting blogs, building marketing campaigns and websites, and generating images and reports.
AI Agents: Once it’s available in early 2024, this tool will automate live chat and email responses.
AI Insights: AI-powered forecasting can help you use data to predict things like which customers are likely to unsubscribe from your email list or make a purchase, allowing you to adjust and optimize on new opportunities.
ChatSpot: This generative AI feature, which was beta launched in March, can answer questions for marketers, summarize YouTube videos or podcasts, analyze website SEO, andmore.
TL;DR: HubSpot launches HubSpot AI, which includes predictive insights, generative AI opportunities, and more.
Interested in learning more? As a HubSpot Agency Partner, we can help you navigate everything these new AI solutions have to offer and more. Learn more about our HubSpot services at wearetierone.com.
WHAT LIT US UP
Beauty and the Grease
Imagine: You walk into a diner and you’re met with an unexpected olfactory encounter — the sweet smell of perfume.
To promote its latest, luxurious Chance Eau Fraîche fragrance, Chanel treated its audience to an immersivediner experience. The unconventional launch took place at the Lucky Chance Diner in Williamsburg, Brooklyn. While this beyond-the-bottle experience only lasted from September 8 to 10, the impact of theuser-generated contentit inspired has reached far further.
The colorful,star-studded affairspanned the interior and garden of an old-school diner. Patrons were taken on an impeccably branded, aromatic voyage that included fragrance sampling, customizable prizes, a photo booth, an outdoor garden with games, and a perfume pick-up window. Finally, Chanel fans also had the chance to visit the luxury brand’s new boutique nearby. All of this added up to irresistible opportunities foruser-generated contentand fans delivered, posting their visits across social media platforms with the event hashtag #LuckyChanceDiner.
The Lucky Chance Diner delivered a unique experience for its fans with a heaping side of great content, straight from the source. The next time you’re gearing up for a launch, think outside of the usual suspects for more creative opportunities. Maybe it’s an immersive information session with members of your target audience or a more creative hashtag strategy. Serving up something new can help your brand stand out, no matter how big of a crowd you’re in.
TL;DR: To celebrate its new fragrance launch, Chanel fans got to experience new scents at the Lucky Chance Diner, and the brand got great user-generated content in return.
