This newsletter is not AI-generated. But could it be?
A recent survey found that communicators (aka marketers, PR pros, and social media managers) are more likely than the average professional (87% vs. 62%) to use AI in their everyday work, especially when it comes to creating content. Though 100% of those surveyed said they edited the work AI produced before hitting publish, that’s still a large majority of communicators who think AI is the answer to their content needs (and shrinking marketing budgets).
Despite comms teams’ all-in attitude toward AI, consumers aren’t so sure yet. Internet users, especially Gen Z, are getting better at spotting AI when it’s used, and their reaction usually isn’t positive. According to the latest Edelman Trust Barometer, AI companies have seen a decrease in trust over the past five years from 62% to 54% — a larger drop than the technology sector as a whole. So how can communicators use AI for content in a way that aids them on the job but doesn’t alienate their audiences? We’ve got three rules of thumb:
Edit, edit, edit: While AI can solve your blank page problem, it should never be the sole creator of your finished product.
Be honest: Hiding your use of AI makes it look like you're doing something you shouldn’t. Transparency is key to retaining trust.
Get creative: AI doesn’t have to be a replacement for human work. Instead, think how it can be used for things outside human capacity — we loved Nike’s AI tennis match between Serena and her past self for this reason.
TL;DR:While communicators are increasingly relying on AI, audience trust in the technology is decreasing. Carefully incorporating the tech is key to protecting audience relationships.
Time to Rethink Links in SEO
SEO experts know earning backlinks is one of the best ways to boost a webpage’s Google search ranking. Or at least, it used to be.
Google Search analyst Gary Illyes confirmed links are less important than we thought for search rankings at the 2024 SERP conference. In the early days of Google’s search algorithm, Google prioritized links under the rationale that pages were more reliable if they were linked to from another website. But due to an upgrade in Google’s Search ranking algorithm (and in an attempt to manage a growing spam issue), Google has minimized the impact of backlinks on search result rankings.
Instead of hyperfocusing on links, pay attention to other important factors like high-quality content and page usability. As Google’s algorithm evolves, its system can detect the overall quality of natural, human language rather than needing specific on-page signals like links. And good user experience means readers stay on your site — one of the factors Google uses to differentiate between the hundreds or thousands of web pages on the same topic. Your accessible, easy-to-navigate page will surface higher than a page with the same content, but a less-favorable UX.
Backlinks are still useful, especially in drawing traffic to your website. But to stay at the top of search results, focus on original, quality web pages and maintaining a good user experience.
TL;DR: Google made links less important for search ranking, instead prioritizing high-quality content and web page usability.
ICYMI (No, Really, You Don't Want to Miss This)
If you’ve heard any news recently, you likely know the controversial TikTok “ban” bill passed the Senate and was signed by President Biden. Now, the law requires TikTok’s Chinese parent company ByteDance to either sell the app within nine months or be removed from U.S. app stores, potentially as early as January 19, 2025. But what you might not know is that the language in the bill is broad enough to restrict apps owned, operated, or controlled by any company with the designation of a “foreign adversary.”
This means TikTok might not be the only app that’s under threat — ByteDance also owns the Pinterest-like Lemon8 and every marketer’s favorite video-editing tool, CapCut. An end to the American marketing world’s reliance on CapCut and TikTok could mean a substantial shift in how short-form content is used, created, and shared.
TL;DR: The TikTok bill became law, giving ByteDance nine months to sell — and creating the potential for its other apps to be pulled into the ban, too.
Threads Takes the Throne
In a Game of Thrones–worthy drama, various social media contenders have been vying for Twitter’s throne since its acquisition in 2022. Now, it looks like one challenger has finally taken the crown — at least according to one key metric. Threads now averages 28 million daily active users, taking the top spot over X’s 22 million.
In this context, daily active users refers to people who have opened the app, so we’re a little hesitant to make any bold statements about how popular Threads really is. X still beats Threads in monthly users, averaging 140 million to Threads’ 100 million in the U.S. And, just anecdotally, we don’t know of anyone who really thinks of Threads as their #1 social app. But slowly and steadily, Threads seems to be gaining ground.
In addition to its growing user base, Threads also continues to roll out new features social media managers have come to expect, like archived posts. Despite continuing reservations, Threads is becoming a viable alternative to Twitter for brands who want a microblogging-style platform without the controversy. Whether Threads can maintain its momentum remains to be seen, but we’re keeping an eye out for the next metrics match-up.
TL;DR: Threads has surpassed X in daily active users, making its case to marketers as a viable Twitter/X alternative.
WHAT LIT US UP
Unfashionable Is Fashionable
Patagonia may be a household name, but the brand argues its place in the clothing industry isn’t focused on hitting the latest trends. Instead, “Fashion is none of our business” was the strong, simple message used in its latest campaign.
Distancing itself from the world of fast fashion and encouraging customers to buy fewer clothes might seem counterintuitive for a clothing brand. But for Patagonia, it’s a smart display of personality, humanity, and brand identity. (It’s also a neat little piece of ad copy, something marketers were quick to recognize.)
For this campaign, Patagonia used social activations and a 45-minute documentary to emphasize the durability and sustainability of its products, positioning the brand as an antithesis to the rapid consumption in the fast fashion industry. The videos featured a breakdown of both fashion and the company’s history, focusing on the message of Patagonia as sustainable and high-quality in an era where consumers — particularly younger consumers — are looking to shop more intentionally.
It’s not the first time Patagonia has given us a masterclass in how transparency and loyalty to your values pulls buyers in. Taking a note out of their marketing playbook, be mindful of how you express your brand’s mission. You don’t have to latch onto a trend to find a way into the zeitgeist. Creative plays on popular cultural sentiment can lead to curiosity and interest in your brand. Simple, bold messaging draws attention without clickbait.
TL;DR: Patagonia uses bold, simple messaging to position itself as a sustainable, long-lasting brand that sticks to its values.
