Your favorite artists are lending their (fake) voices to YouTube for the social platform’s latest AI experiment.
Called Dream Track, this tool can create custom, 30-second soundtracks for YouTube Shorts using the AI-generated voices of singers like Charlie Puth, Demi Lovato, and John Legend. In total, nine artists have chosen to collaborate with YouTube, citing their eagerness to push the boundaries of AI music and find new ways to connect with creators and fans.
The meteoric rise of generative AI has left many marketers with questions about ownership and ethics. By working directly with artists, YouTube is hoping to provide some peace of mind. The tool’s celebrity endorsement also means marketers could access a resource they likely could never get otherwise — personalized music by a top-charting artist. And it wouldn’t require music expertise either (or the budget to afford John Legend), just a written prompt.
While this feature is currently only available to a small pool of artists and creators, and pricing info hasn't been released, it’s another mile marker in the social media world’s race to craft the ultimate AI tool. For our team, this one in particular struck a … startling chord.
TL;DR: YouTube’s Dream Track AI tool will be an opportunity for marketers to generate customized soundtracks for YouTube Shorts featuring the voices of famous singers.
Pixelated Partnerships
Every marketer dreams of an influencer who matches their brand’s audience and values and won’t get #canceled as soon as a deal is signed. To make their wishes come true, marketers are turning to a new class of creators: virtual influencers.
These pixelated partners can take many forms, from photorealistic AI creations to non-human animated characters, like Lennnie, Dove’s latest influencer collab. For its #DoveSelfEsteemProject, the beauty brand teamed up with the body-positive blob to spread a message of self-acceptance to its 1.8 million followers. Lennnie’s feel-good focus was the right fit for Dove’s uplifting body positivity campaign. Other Instagram favorites, like the Tiny Chef, have also signed big-name brand deals.
But virtual influencers aren’t right for every campaign — when expertise or authenticity is key, humans have a leg up over pixels on a screen. As options for influencer partnerships continue to grow, look beyond follower counts and reach out to creators (both real and virtual) that fit your target audience and message.
TL;DR: Marketers are turning to virtual influencers for on-message, low-risk brand partnerships. With so many options out there, relevance remains key to successful influencer marketing.
WHAT LIT US UP
Stop, Drop ... and Tumble
Stanley can officially add fireproof to its list of product features.
A recent viral TikTok showed the aftermath of a car fire that left one thing standing: a Stanley tumbler with the drink and ice still intact. Sparked by a torrent of comments urging the brand to act, Stanley responded by stitching the video with an offer to replace the customer’s car … and supply her with more cups. The gesture was kind and helpful — and a great example of social listening done right.
Stanley was quick to jump on this moment without exploiting the customer, centering its response around her situation rather than the brand. In line with Stanley's recent image shift toward everyday lifestyle branding, this moment gave the brand a chance to reach out to a customer and demonstrate its dedication to supporting all Stanley fans, no matter what life throws at them. By keeping its eyes and ears out for social spikes (like a flood of concerned commenters), Stanley seized the opportunity to show off its values, personality, and adaptability (and got a positive PR boost in return).
TL;DR: Stanley’s response to a customer’s viral TikTok featuring one of the brand’s cups surviving a car fire shows marketers how to handle unexpected marketing opportunities the right way.