When thinking of the right websites to train AI models, Reddit might not be our first thought. Google disagrees.
Google has made a $60 million deal with Redditin exchange for its data API. While many AI tools are still built on static, out-of-date data sets, Google’s AI software will now have a leg up with access to up-to-the-minute information directly from Reddit users.
OpenAI, the creator of ChatGPT, has also been looking for the best (re: won’t get themsued) way to train their AI software. The solution:a deal with Automattic, the owner of WordPress and Tumblr, to use scraped data from both platforms. Automattic has said it will allow users to opt out of data sharing, but it’s hard to take them at their word — the company has already been caught sharing a major data scrape of Tumblr post content from 2014 - 2023, including both public andprivate posts.
As marketers, we often work to get our content in front of as many people as possible, so the more public our posts are, the better. In the new era of AI search, it could be valuable to allow AI to access information about your brand. But data licensing for AI software is a new frontier and still a morally and legally gray one. These major deals are a reminder that once your content is public, you don’t always have control over what comes next.
TL;DR: AI software companies are striking deals with social media platforms for use of their content for AI training. It’s a reminder for marketers that your content and its data might be used for things out of your control.
Long Live Content
What stays fresh and lasts through the seasons? If you said an evergreen, you’re close — it’s the kind of content LinkedIn wants you to post.
The latest LI algorithm update is boosting evergreen content through a suggested posts feature in an effort to emphasize thought leadership over more timely posts. For example, if the networking platform decides your post offers valuable insight into B2B marketing, it will push your post onto the feeds of users who show interest in that topic and keep it there for months or longer. LinkedIn also rolled out additional updates, including efforts to end clickbait-y content.
Finding the right balance of evergreen content and time-sensitive posts can be a struggle for marketers. Now LinkedIn has made the choice for us. If you weren’t already, think about when you can shift your content to more timeless, knowledge-rich information vs. when it’s good to jump on trending moments.
TL;DR: The LinkedIn algorithm now prioritizes timeless thought leadership over more timely posts, encouraging marketers to focus on creating evergreen marketing materials.
Sharing Is Caring
Threads was the hot topic last summer after its debut broke download records. Its fire has been fizzling out since, but this latest update may rekindle the flames with brands and marketers.
Starting in June, the Threads API will be available to third-party developers. (Translation: Threads will soon be available within your favorite social media scheduling apps like Sprout Social and Hootsuite.) You'll also be able to schedule posts within the app itself, and … drumroll please … you'll have performance analytics!
This is a big step for Threads, which has been very protective of its APIand hesitant to add features catered to brands. But a move like this signals Threads' (and Meta's) interest in expanding the app's capabilities and, in turn, opportunities for marketers. And while Threads’ number one rival X continues to lose users, Threads recently announced it hit over 130 million monthly active users and is outpacing X with triple the daily downloads.
Until now, the lack of key features has made it challenging for marketers to utilize the app, leading many to focus on more established platforms. But with these updates, brands will likely get a better idea of Threads' true potential and finally judge if it's a viable social media platform for their brands.
TL;DR: Threads will open its API to developers in June, allowing marketers to schedule content, track post performance with analytics, and use Threads in third-party apps like Hootsuite and Sprout Social.
WHAT LIT US UP
Source: Omni Hotels & Resorts
Fly Me to the Moon
The moon = marketing potential. A few weeks ago we launched a fashionable lunar lander and in a few more, our celestial neighbor will give us a total solar eclipse. Naturally, Southwest Airlines and Omni Hotels jumped at the chance to go galactic with their Solarbration collab.
What has us gravitating toward this mission is its cost-effective twist. The campaign is centered around a sweepstakes where two winners get a free Southwest flight along the optimal eclipse viewing path and a free space-themed stay in one of four Omni hotels located at either end of the trip. There’s no need for extra crew or fuel since Southwest already operates flights on the path — all they needed was a few eclipse-themed drink options and accessories. And Omni transformed just one room in its hotels, decorating with starry ceilings, planet mobiles, and embroidered pillows. Both saw an opportunity to repackage existing offers, but with just enough of a splash to get people talking on social media.
Without much additional investment, Southwest and Omni will also get a boost from unsuspecting travelers who book the flights unaware of the eclipse festivities. The pleasant surprise of eclipse details, along with Omni’s gift of top-tier status in its loyalty program for every passenger, is bound to inspire more than a few excited posts. (Did someone say user-generated content?)
Saving money doesn’t have to mean sacrificing high-quality creative marketing. Instead, businesses can think about what’s already there — products, services, or previous marketing campaigns — and how to repurpose it in ways that pull audiences into your orbit.
TL;DR: Southwest Airlines and Omni Hotels team up to show marketers that repackaging existing offers can be an exciting way to attract new customers and generate buzz around your brand.
