Archive for March, 2022

A beginners toolbox for fighting internet censorship

Governments across the globe are restricting the flow of information. This has resulted in the rise of censorship, blocking, and internet shutdowns.

Accurate information is critical for society. And, for this, we need tools to circumvent censorship. In this story, well look at a set of basic tools that can help you stay free. Lets dive in.

Tor browser is one of the best ways to safeguard your privacy, and access the open web. When you visit an address, it uses multiple relays to hide your identity from the site and your Internet Access Provider.

In case authorities are blocking Tor relays, you can read our detailed guide about using bridges to browse safely.

Notably, some websites like Facebook, the New York Times, and more recently BBC, have released their own .onion addresses. These are special sites that rely on the Tor networks onion protocol, so that they cant be traced, and prevent being blocked in turn.

You can download Tor from its official website, or use one of its mirrors if thats not working.

If youre using Android, you can download it from the Play Store, F-Store, or in .apk file format. And if youre on iOS, you can try the Onion browser.

You probably have your most private and intimate conversations on the internet through chat apps. This is why its essential that no one else has access to them. End-to-end encryption is a basic security protocol that will prevent someone from snooping on your chat.

While WhatsApp technically has this protection, it collects a ton of metadata about you, including device activity, profile picture, and contact info.

Signal on the other hand, provides much more privacy. It only collects menial data and all your conversations are encrypted, so they cant be read by third parties.

If you dont want to give out your digits, you can go a step further and use Session. This doesnt require an email ID or phone number to sign up.

For folks who like decentralized end-to-end encrypted standards to run local servers, you can use apps built on the Matrix protocol, such as Element.

For offline, or hyper-local secure communications you can use Bridgify (which works on Bluetooth) or Briar (which works on Bluetooth, Wi-Fi, and Tor network).

There are sites like Netblocks and Downdetctor that can give you a basic sense of service unavailability in your area.

However, for more pinpoint information like blocked sites and apps, you can use the Open Observatory of Network Interferences (OONI) probing app. It works on both desktop and mobile, and contains tests for websites, communication apps, VPNs, network performance, and Tor to check whats blocked.

Virtual Private Network (VPN) apps are one of the easiest tools to let you access blocked websites. They work by pointing you to a server at another location. When India banned porn sites in 2018, it was very easy for locals to access them through VPNs.

But its hard to suggest a particular service, because it might not work in your region or with the sites you want to access.

Digital rights group Electronic Frontier Foundation (EFF) has a guide for choosing the right VPN for you. Plus, Access Now, another organization promoting free access to the internet, has some useful recommendations.

This is just the tip of the iceberg theres a lot more to learn about staying secure and private online. With that in mind, here are some excellent guides:

If you think we should include a tool in this list, send us an email, or @ us on Twitter. Safe browsing.

Continue reading here:
A beginners toolbox for fighting internet censorship

Beyond Censorship: How China amplifies propaganda for Russia’s distorted version of the war in Ukraine – Milwaukee Independent

Chinas Peoples Daily, the official newspaper of the Communist Party, posted a video on March 9 on Weibo, the popular Chinese social-media platform, showing Russia providing humanitarian aid to Ukrainians outside Kharkiv, a Ukrainian city near the Russian border that has faced artillery and rocket attacks since Moscows February 24 invasion. The video received more than 3 million views.

In other coverage, the Moscow correspondent of Chinas Phoenix TV has issued reports while embedded with Russian troops outside of Mariupol, a strategic port city that is the scene of stiff fighting. In a recent clip he speaks with soldiers about their steady advance and talks to civilians allegedly welcoming the presence of Russian forces.

Since the beginning of the war in Ukraine, Chinas tightly controlled media and heavily censored Internet have provided increasingly skewed coverage, omitting details on civilian casualties and the widespread international condemnation of Moscow, while quoting Russias own state-backed networks and broadcasting the views of Russian officials without verification or pushback to its domestic audience.

While Beijing is threading the needle diplomatically and looking to put breathing room between it and its close ties with the Kremlin in the face of mounting international pressure over its invasion of Ukraine, Chinas state media and vocal officials are increasingly converging with Moscows distorted narrative of the war even beginning to push conspiracy theories against Ukraine and the West in the process.

U.S. biolabs in Ukraine have indeed attracted much attention recently, Chinese Foreign Ministry spokesman Zhao Lijian said on March 8, echoing a conspiracy theory regularly pushed by Russian media and online accounts that some Western officials charge could be part of an effort by the Kremlin to justify its invasion by saying that Ukraine is working on biological or nuclear weapons.

All dangerous pathogens in Ukraine must be stored in these labs and all research activities are led by the U.S. side, Zhao added, without providing evidence to support the claim. U.S. and Ukrainian officials say the allegation is baseless.

China, Russia, And The Ukraine War

The biolab theory has been a mainstay of Russian state media and even some embassy accounts on social media with a recent report by Foreign Policy magazine highlighting how it has taken hold among American far-right online conspiracy networks and spread to other countries as well.

It is also not the first time it has been referenced by Chinese officials, with Foreign Ministry spokeswoman Hua Chunying first raising the claim about biolabs in Ukraine during a May 2021 press conference.

Chinese diplomats have also frequently pointed to Fort Detrick, a U.S. military facility in Maryland that the Soviet Union falsely claimed in the 1980s was the source of the virus causing AIDS and has often been a target of Russian disinformation, to deflect questions when asked about the origins of COVID-19.

But the timing and renewed push of the theory could be part of a wider strategy, with Britains Defense Ministry tweeting on March 8 that while the baseless claims are long-standing, Ukraine has stated that it has no such facilities, they are currently likely being amplified as part of a retrospective justification for Russias invasion of Ukraine.

The biolab story also fits with a growing trend of convergence between Chinese and Russian sources that has accelerated since the war in Ukraine, with false and misleading stories echoed by Chinese media and receiving hundreds of millions of views on Weibo in the process.

Throughout the war, Chinese media have helped spread dubious Russian-state narratives about Ukrainian forces using civilians as human shields while also saying the Russian military only goes after other military targets, despite the shelling of dozens of apartment blocks and other civilian structures.

Chinese networks have also magnified and spread Russian disinformation, such as when Chinese state broadcaster CCTV quoted Russian officials to falsely claim that Ukrainian President Volodymyr Zelenskiy had fled the capital, or when the state-backed Global Times, citing the Russian state network RT as its only source, said many Ukrainian soldiers had surrendered on the first day of the invasion.

Taken together, this highlights a different version of the war that viewers and online users are seeing in China compared to most of the world and how Chinese authorities have allowed the Kremlins propaganda networks to shape its publics perception of the war with few restrictions.

For instance, the Kremlin-backed Sputnik has over 11.6 million followers on Weibo and other Russian outlets also have large and engaged followings inside China, where access to many other foreign media outlets and major information sites are blocked or restricted.

This has contributed to Russian claims about Ukrainian officials being extremists and neo-Nazis to be regularly adopted online and also picked up by Chinese-language outlets, which often reference the Azov Battalion a fringe unit of the Ukrainian National Guard known for having neo-Nazi sympathizers in its ranks and show it as representative of wider Ukrainian society.

More Than Censorship

Control of all Chinese media by the Communist Party and intensive Internet censorship make it difficult to gauge public opinion, while pervasive censorship also means the pro-Russian sentiment online in China is likely not representative of the country as a whole.

But the types of content that are allowed online or published by state-backed media show what Chinese authorities want their population of 1.4 billion people to think.

Chinas government has neither condemned nor condoned Russias war in Ukraine and has even refrained from calling it an invasion. Both expressions of sympathy for Ukraine and support for Russia appear online and in social media, but criticism of Moscow is regularly censored, according to China Digital Times, a group that tracks Chinese censorship and online discussion at the University of California, Berkeley.

Chinese President Xi Jinping and Russian counterpart Vladimir Putin have grown closer in recent years and heralded a new era in their ties during a joint meeting in Beijing on February 4.

While Russias invasion of Ukraine has left Beijing awkwardly distancing itself diplomatically from the Kremlin, the shared messaging from both countries state media shows that ties are still intact and they could be growing in the information space, an area where many experts say cooperation has been developing in recent years.

Xi and Putin have signed a variety of media-cooperation agreements over the years and have held a Sino-Russian media forum annually since 2015.

A December report by the Center for European Policy Analysis (CEPA) found that both China and Russia had played a central role in spreading COVID-related disinformation and propaganda throughout the pandemic. However, the report did not find clear-cut evidence of direct cooperation between Beijing and Moscow, instead noting that they borrowed from and amplified each others campaigns.

Similarly, a June report from the Carnegie Moscow Center found that while both countries state-backed media and officials often echo similar talking points and narratives on world events, this is largely due to Beijing and Moscow having shared strategic objectives in global affairs.

Chinese and Russian online behavior are largely the result of Chinese actors careful but independent study of and creative adaptations of the Kremlins tools, rather than an expression of active, ongoing cooperation between the two governments, the report noted.

Follow this link:
Beyond Censorship: How China amplifies propaganda for Russia's distorted version of the war in Ukraine - Milwaukee Independent

Jesse Watters and Tulsi Gabbard say the so-called censorship of conservatives in America is not so different to media censorship in Russia – Media…

JESSE WATTERS (HOST):Tulsi, it is striking when yousee Putin propaganda and youline it up against Bidenpropaganda.Do you think that we're at riskof kind of moving in thatdirection right now?

[...]

TULSI GABBARD (FORMER PRESIDENTIAL CANDIDATE): This is what is so dangerousabout the place that we are inright now as a country.Where this idea, this principle,this foundation of freedom ofspeech, freedom of expression isdirectly under threat and underattack.

And you are right, it's not so different.What is happening here is not so different from what we're seeing happeningin Russia, where you have got state TV and controlled messagingacross the board.This is where we are at.

WATTERS: It worked so well for themduring COVID.If you questioned anything, theywanted to knock you off socialmedia, they wanted to get you introuble because you were seen asa danger to other people. And now they are trying the sameplaybook with the war inUkraine.

Visit link:
Jesse Watters and Tulsi Gabbard say the so-called censorship of conservatives in America is not so different to media censorship in Russia - Media...

The Discontents Of Artificial Intelligence In 2022 – Inventiva

The Discontents of Artificial Intelligence in 2022

Recent years have seen a boom in the use of Artificial Intelligence. This review essay is divided into two parts: part I introduces contemporary AI, and part II discusses its implications. Part-II will be dedicated to the widespread and rapid adoption of artificial intelligence and its resulting crises.

In recent years, Artificial Intelligence or AI has flooded the world with applications outside of the research laboratory. There are now a number of standard Artificial Intelligence techniques, including face recognition, keyboard suggestions, Amazon recommendations, Twitter followers, image similarity search, and text translation. Artificial intelligence is also being applied in areas such as radiological diagnostics, pharmaceutical drug development, and drone navigation far removed from the ordinary user. Therefore, artificial intelligence is the new buzzword of the day and is seen as a portal to the future.

In 1956, John McCarthy and others conceptualized a summer research project aimed at replicating human activity. It is thought that this led to the discipline of artificial intelligence. In the beginning, these pioneers worked under the premise that every aspect of learning or intelligence could be so precisely described that it could be simulated by a machine.

Although the objective was ambitious, board games have often been used to test artificial intelligence methods due to pragmatic considerations. Board games have precise rules that can be encoded into a computational framework, so playing board games with skill is a hallmark of intelligence.

Earlier this year, a program called AlphaGo created a sensation by defeating the reigning Go champion. The program was developed by DeepMind, a Google company.

Gary Kasparov, then the world chess champion, was shocked by IBMs Deep Blue in a celebrated encounter between humans and machines in 1997. Kasparovs defeat was unnerving as it was the breach of a frontier in chess, which is traditionally thought of as a cerebral game. The notion that a machine could defeat the world champion at the board game of Go was considered to be an unlikely dream at the time. Based on this belief, the number of possible move sequences in Go is very much more significant than those in chess and Go played on a much larger board than chess.

Nevertheless, in 2016 a computer program made headlines after it defeated the reigning world Go champion, Lee Sedol, using a program developed by DeepMind, a company owned by Google. By 1997, commentators celebrated this victory as the beginning of a new era in which machines would eventually surpass humans in intelligence.

The reality was completely different. By any measure, AlphaGo was a sophisticated tool, but it could not be considered intelligent. While it was able to pick the best move at any time, the software did not understand the reasoning behind its choices.

In AI, a key lesson is that machines can be endowed with abilities previously possessed only by humans, although they do not have to be intelligent in the same way as sentient beings. The case of arithmetic computation is one non-AI example. The task of multiplying two large numbers was a difficult one throughout history.

Logarithm tables had to be painstakingly produced to accomplish these tasks, which required a lot of human effort. Even the most straightforward computer can now perform such calculations efficiently and reliably for many decades now. The same can be said about virtually any human task involving routine operations that can be solved with AI.

In addition, AI is beginning to make inroads into the domains of science and engineering, where domain knowledge is required. Healthcare is one such area.

Todays AI will be able to extend the above metaphor beyond simple, routine tasks to more sophisticated ones with unprecedented advances in computing power and data availability. Millions of people are already using AI tools. Nonetheless, AI is starting to make headway in areas like science and engineering, where domain knowledge is involved.

A place of universal relevance includes healthcare, where AI tools can be used to assess a persons health, provide a diagnosis based on clinical data, or analyze large-scale study data. Using artificial intelligence for solving highly complex problems such as protein folding or fluid dynamics has been developed recently in more esoteric fields. Such advances are expected to have a multitude of practical applications in the real world.

History

Many early AI works centred around symbolic reasoning laying out a set of propositions and logically deducing their implications. However, this enterprise soon ran into trouble as enumerating all the operational rules in a specific problem context was impossible.

A competing paradigm is a connectionism, which aims to overcome the difficulty of describing rules explicitly by inferring them implicitly through data. An artificial neural network is created based on the strength (weight) of connections between neurons, loosely based on the properties of neurons and their connectivity in the brain.

A number of leading figures have claimed a definitive solution to the problem of computational intelligence is imminent, based on one paradigms success or another. In spite of progress, the challenges proved far more complex, and the hype was typically followed by a period of profound disillusionment and a significant reduction in funding for American academics-a period referred to as the AI winter.

Thus, DeepMinds recent success should serve as an endorsement of its approaches as they could help society find answers to some of the worlds most pressing and fundamental scientific problems. If the reader is interested in the critical concepts in AI, as well as the background of the field and its boom-bust cycles, two recently published popular expositions written by long-term researchers may be of interest.

These are Melanie Mitchells Artificial Intelligence: A Guide for Thinking Humans (Pelican Books, 2019) and Michael Wooldridges The Road to Conscious Machines: The Story of Artificial Intelligence (Pelican Books, 2020).

Artificial Intelligence has been confronted with two issues of profound significance since its inception. While it is impressive to defeat a world champion at their own game, the real world is a much messier environment than the one in which ironclad rules govern everything.

Due to this reason, the successful AI methods developed to solve narrowly defined problems cannot be generalized to other situations involving diverse aspects of intelligence. Developing the ability to use ones hands for delicate tasks is an essential skill that a child learns effortlessly through robotics research.

Although AlphaGo worked out the winning moves, its human representative had to reposition the stones on the board, a seemingly mundane task. Intelligence isnt defined by a single skill like winning games because intelligence is a whole lot more than the sum of its parts. It encompasses, among other things, the ability to interact with ones environment, which is one of the essentials of embodied behaviour.

One of the most essential skills that a child develops effortlessly is that of using their hands to perform delicate tasks. Robotics has yet to develop this skill.

Moreover, the question of how to define intelligence itself looms more considerable and more significant than how AI tools can overcome the technical limitations. Researchers often assume that approaches developed to tackle narrowly defined problems like winning at Go can be used to solve more general intelligence problems. There has been scepticism towards this rather brash belief, both from those within the community as well as from older disciplines like philosophy and psychology.

Intelligence has been the subject of heavy debate regarding its ability to be substantially or entirely captured in a computational paradigm or whether it is irreducible and ineffable. Hubert Dreyfus well-known 1965 report entitled Alchemy and Artificial Intelligence reveal the disdain and hostility some people feel towards AI claims. Dreyfus views were called a budget of fallacies by a well-known AI researcher.

AI is also viewed with unbridled optimism that it can transcend biological limitations, a notion known as Singularity, thereby breaking all barriers. The futurist Ray Kurzweil claims that machine intelligence will overwhelm human intelligence as the capabilities of AI systems grow exponentially. Kurzweil has attracted a fervent following despite his ridiculous argument regarding exponential growth in technology. It is best to consider Singularity as a kind of technological rapture without intellectual severe foundations.

Intelligence has been a bone of contention for decades, primarily about whether it can be wholly or essentially captured through computations or if it has an ineffable, irreducible human core.

Stuart Russell, the first author of the most widely used textbook on artificial intelligence, is an AI researcher who does not shy away from defining intelligence. Humans are intelligent to the extent that they can be expected to reach their objectives (Russell, Human Compatible, 9). Machine intelligence can be defined in the same way. An approach such as this does help pin down the elusive notion of intelligence, but as anyone who has read about utility in economics can attest, it falls back on an accurate description of our goals to provide the meaning.

The style of Russell differs significantly from the writing of Mitchell and Wooldridge: he is terse and expects his readers to keep engaged; he gives no quarter. Although Human Compatible is a highly thought-provoking book, it also possesses a personal narrative that jumps from flowing argument to the abstruse hypothesis.

A recent study found that none of the hundreds of AI tools developed for detecting Covid was effective.

Additionally, Human Compatible differs significantly from other AI expositions by examining the dangers of future AI surpassing human capabilities. While Russell avoids evoking dystopian Hollywood imagery, he does argue that AI agents might combine to cause harm and accidents in the future. He points to the story of Leo Szilard, who figured out the physics of nuclear chains after Ernest Rutherford had argued that the idea of atomic power was moonshine and warned against the belief that such an eventuality was highly unlikely or impossible.

After that, nuclear warfare unleashed its horrors. Human Compatible focuses on guarding against the possibility of AI robots taking over the world. Wooldridges argument is not convincing here. The decades of AI research suggest that human-level AI differs from a nuclear chain reaction that can be described as a simple mechanism (Wooldridge, The Road to Consciousness, 244).

It is enriching but ultimately undecidable to debate the nature of intelligence and the fate of humanity in philosophy. Most researchers in AI research are focused on specific problems and are indifferent to more significant debates due to the two distinct tracks of cognitive science and engineering. Unfortunately, the objectives and claims of these two approaches are often conflated in the public discourse, leading to much confusion.

Relevantly, terms like neurons and learning have a mathematical meaning within the discipline. However, they are immediately associated with their commonsense connotation, leading to severe misunderstandings about the entire enterprise. The concept of a neural network is not the same as the concept of the human brain, and learning is a broad set of statistical principles and methods that are essentially sophisticated curve fitting and decision rule algorithms.

It has almost completely replaced other methods of machine learning since deep learning was discovered nearly a decade ago.

It was considered ineffective a few decades ago to develop neural networks that could learn from data. With the development of deep learning, neural networks garnered renewed interest in 2012, leading to significant improvements in image and speech recognition methods. Currently, successful AI methods such as AlphaGo and its successors and widely used tools such as Google Translate employ deep learning, in which the adjective does not signify profundity but rather a multiple layering of the network.

Deep understanding has been sweeping many disciplines since it was introduced over a decade ago, and it is now nearly wholly replacing other methods of machine learning. Three of its pioneers received the Turing Award in 2018, the highest honour in the field of computer science, anointing their paradigmatic dominance.

Success in AI is accompanied by hype and hubris. In 2016, Geoff Hinton, one of the Turing trio, stated: We should have ceased training radiologists by now, because it will become clear in five years that deep learning will provide better outcomes than radiologists. The failure to deliver us from flawed radiologists and other problems with the method did not hinder Hinton from stating in 2020 that deep learning will be able to do everything. In addition, a recent study concluded that none of the hundreds of AI tools developed for finding Covid was effective.

AI follows success with hype and hubris as an iron law.

Our understanding of the nature of contemporary learning-based AI tools will be enhanced by looking at how they are developed. As an example, consider detecting chairs from images. Various components of a chair can be observed: legs, backrests, armrests, cushions, etc. All of these combinations are recognizable as chairs, so there are potentially countless combinations of such elements.

Other things, such as bean bags, can trump any rule we may formulate about what a chair should contain. Methods such as deep learning seek to overcome precisely the limitations of symbolic, rule-based deduction. We may collect a number of images of chairs and other objects instead of trying to define rules that cover all of their varieties and feed these into a neural network along with the correct output (output of chair vs non-chair).

A deep learning approach would then modify the weights of the connections in the network in the training phase to mimic as best as possible the desired input-output relationships. Basically, the network will now be able to answer the question of whether previously unseen test images contain chairs if it has been done correctly.

For a chair-recognizer of this nature, many images of chairs of different shapes and sizes are needed. As an extension of that analogy, one may now consider any number of categories one can imagine, including chairs, tables, trees, people, and so on, all of which appear in the world in a variety of glorious but maddening variety. As a result, it is essential to acquire adequately representative images of objects.

It has been shown that deep learning methods can work extraordinarily well, but they are often unreliable and unpredictable.

A number of significant advances were made in 2012 in automatic image recognition thanks to the combination of relatively cheap and powerful hardware, as well as the rapid expansion of the internet, which enabled researchers to build a large dataset, known as ImageNet, containing millions of images labelled with thousands of categories.

Despite working well, deep learning methods are unreliable when it comes to their behaviour. Suppose, for example; an American school bus is mistaken for an ostrich due to tiny changes in images that cannot be seen by the human eye. Additionally, it is recognized that sometimes incorrect results can arise from spurious and unreliable statistical correlations rather than from any deep understanding.

When a boat is shown in an image that is surrounded by water, it is correctly recognized. A ship is not modelled or envisioned in the method. The limitations and problems of AI may have typically been academic concerns in the past. In this case, however, it is different since a number of AI tools have been taken from the laboratory and deployed into real life, often with grave consequences.

Due to a relentless push towards automation, a number of data-driven methods have already been developed and deployed locally, including in India, well before deep learning became a fad. Among the tools that have achieved extraordinary notoriety is COMPAS, which is used by US courts to determine the appropriate sentence length based upon the risk of recidivism.

A tool such as this uses statistics from existing criminal records to determine a defendants chances of committing a crime in the future. The device, even without explicitly biasing itself against black people, resulted in racial bias in a well-known investigation. When judges use artificial intelligence to predict sentence length, they discriminate based on race.

For biometric identification and authentication, fingerprints and face images are even more valuable. Many law enforcement agencies and other state agencies have adopted face recognition tools due to their utility in surveillance and forensics. Affective computing and other dubious techniques for detecting emotion have also been used in a number of contexts, including employment decisions as well as more intrusive surveillance methods.

A number of necessary studies have shown that many face recognition programs available in the commercial sector are profoundly flawed and discriminatory. A recent audit of commercially available tools revealed that black women could experience face recognition error rates as high as 35% higher than white women, causing growing calls for their halt. In India and China especially, face and emotion recognition is becoming more widespread and is having tremendous implications for human rights and welfare. This deserves a much more thorough discussion than the one presented here.

Various sources of bias result from relying on real-world data for decision making. Many of these sources can be grouped under the heading of bias. Face recognition suffers from a bias caused by the low number of people of colour in many datasets used to develop the tools. Another limitation is the limited relevance of the past for defining the contours of the society we want to build. If an AI algorithm relies on past records, as is done in the US recidivism modelling, it would disparately harm the poor since they have historically experienced higher incarceration rates.

Additionally, if one were to consider automating the hiring process for a professional position in India, models based on past hirings would automatically lead to caste bias, even if caste was not explicitly considered. As Cathy ONeil details in her famous book, Weapons of Math Destruction: How Big Data is Increasing Inequality and Threatening Democracy (Penguin Books, 2016), which details a number of such incidents in the American context, her argument here can be summarized as follows:

Likewise, models based on past hires in India would automatically result in caste bias if one were to automate hiring people for, say, a professional position.

Artificial intelligence methods do not learn from the world directly but from a dataset as a proxy. A lack of ethical oversight and the lack of design of data collection have long plagued AI research in academia. Scholars from a range of disciplines have put a great deal of effort into developing discussions of bias in AI tools and datasets, including their ramifications in society, particularly among those who are poor and traditionally discriminated against.

Additionally, many modern AI tools are impossible to reason about or interpret, in addition to bias. Since those who are affected by a decision often have a right to know the reasoning used to arrive at a conclusion, the problem of explainability has profound implications for transparency.

Within the computer science community broadly, there has been an interest in formalizing these problems, which has led to academic conferences and an online textbook in preparation. An essential result of this exercise has been a theoretical understanding of the impossibility of fairness, which is a result of multiple notions of fairness not all being possible to satisfy simultaneously.

Research and practice in AI should also consider the trade-offs involved in designing software and the societal implications of these choices. The second part of this essay will show, however, that these considerations are seldom adequate as the rapid expansion of contemporary AI technology from the research lab into daily life has unleashed a wide range of problems.

Like Loading...

Related

Read the original:
The Discontents Of Artificial Intelligence In 2022 - Inventiva

10 Tips for Marketers on How to Use Reels in Your Social Media Marketing Campaign – CelebMix

Instagram is one of the most popular social media sites for personal and business networking today. If you use Instagram to enhance your brand presence and build your professional networks, you are probably already aware of Instagram Reels and their current popularity. If you are still wondering what they are and how to use them best to create a noticeable positive impact in your social media marketing campaigns, read on to give yourself the edge you need over your competitors. Simply put, Reels are fun micro-videos that can pack a punch and bring you a significant boost in engagement rate, thereby improving your audience reach and exposure. You can further enhance the performance of your content to make it highly valuable to save or by employing services of social signal providers like FollowersID to give your content a boost of saves. However, you choose to create and publish your Reels. First, lets look at Instagrams new feature and how best to employ it to better your marketing campaigns.

All You Should Know About Instagram Reels

The current version of Instagram lets you make a new post called Reels, the opposite of IGTV (Instagram Video). While the latter is long-form videos that can last hours, the former is super short content ranging from 15 seconds to 1 minute in length. These videos play on a loop when scrolled over and hence can catapult your view count manifold if an IG user chooses to pause and watch it over and over again. Catchy Reels tend to get simultaneously liked and shared, too, and hence have a great potential to trend and go viral on the platform. When this happens, you can expect wonders in your marketing campaigns for your business and your brand image. It is why Reels are as popular among companies as among personal accounts.

What is more, IG Reels have a separate tab where you can explore and discover what is trending for which hashtags. Consider browsing through this tab to understand better how other businesses in your niche effectively use this new feature to serve their marketing end-goal. Keep in mind that your end goals need not necessarily be the same when you do so. Also, keep in mind that what works for someone else may not work for you. Once you have done some research, it is time to get your thinking cap on and experiment with making some Reels for your own business!

10 Tips on How to Use Reels for Your Instagram Marketing Campaigns

Reels are a powerful tool that can be the game-changer you are looking for to bring success to your marketing campaigns. They are easy to create and publish, do not take too much viewer time, and get your message across in the shortest possible time. The trick to making Reels work for you is to figure out what works best for you. Here are ten tips you can consider followers to get better under of how to integrate Reels into your IG marketing strategy:

A fun Reel without a motive behind it will quickly be forgotten because there is nothing to set it apart from the scores of ones made by the second on Instagram. Be clear of why you are creating the Reel. Have a micro goal insight for it. While all businesses want more audience, sales, and publicity, these are vague and larger overall goals. Be more specific about what you want to achieve through a particular Reel and give your conceptualization of the content a direction. Ask yourself: am I trying to gain more followers? Am I trying to direct audience attention to a particular cause or site? Am I trying to open a conversation about something? Or am I trying to introduce my brand and the people behind it simply? What you decide is the goal will help you access the success roster of the Reel once you publish it.

As Reels are super short, make sure you have an impressive opening. You want to ensure your audience is watching the entirety of the Reel and not just scrolling past it. How you open your Reel and what follows after that matters. So does what you want your content to be about. You may consider:

These will help you create a brand image without taking away from the story. You mustnt deviate from the story arc you have set for your Reel yourself. Some famous story arcs used successfully by brands in their marketing techniques include:

When creating your story arc, keep in mind that social communication sells best on Instagram. Think communication and dialogue rather than advertising and making sales, and you will come up with the best ideas of making great Reels for your marketing needs.

Whether you use the original soundtrack or mix it with another background score or use a piece of entirely different background music, screen if you have used the right audio for your Reel. It certainly helps if you are using trending music. Still, it can backfire if your content and audio do not fit each other well. Consider what you are saying in your Reel and the mood it needs when you choose your background score.

Every brand has its persona, values, ethics, and business choices. Keep in mind that this account is your brands voice. Think of what Reel you would make as if your business is the person behind the creation. Trust your guts to experiment with different content types and in-built add-on features and use analytical tools to gauge the success and failure of the choices you have made in creating the Reel. Most importantly, remain true to who you are as a brand even as you follow the trend.

Incorporate crowd-pulling information like special offers on your products new launches with promos and discounts into your Reel story. Think out of the box for maximum audience attention. Reels can be famous for advertising any business rebates, especially if you want curious IG users to try out what you sell. Although hard selling is not a great idea on Instagram in any content, the announcement of such offers can bring more excellent audience traction to the Reel. And further, get that traffic or explore your other content, thus significantly boosting the engagement rate on your account overall.

Get influencers to feature your product or brand in their Reels. Influencers can bring your brand trust and recognition from potential clients and partners, given the vast active follower base they already have. You have a budget to invest in an influencer marketing partner with someone who shares your core values and understands the results required of the brand. Influencers usually have absolute freedom over how they create their content and how they wish to present you, and hence it is essential that you screen for influencers who create content in keeping with your ethics. If you are a green company that makes biodegradable straws, it can backfire on your overall marketing needs to employ a specific influencer. For instance, it can be a person who uses plastic cups in other Reels, even if the Reel they make using or referencing your straws turn out to be a trendy one.

Reels are searchable. Moreover, your targeted audience is more likely to stumble on your Reels when they run a keyword search for content. As with any other type of IG content, be sure to use relevant primary and secondary keywords as hashtags and in your descriptive captions. Reaching the right audience is vital for the overall success of your marketing campaigns, so keep this in mind when you choose the keywords to accompany your Reel when you publish it. The right choice of words accompanying the Reel can go a long way in finding the proper responses for the Reel.

If you want your engagement rate to catapult organically, all you need to do is ask for it directly from your audience. Request your audience to like, share, save or comment. Provide directions to visit the link you have put up in your bio. You can provide incentives for CTAs by organizing giveaways and contests that make a particular action a requirement for eligible participants. You can further reinforce these by creating other IG posts that direct attention to the forthcoming/ ongoing contests and giveaways mentioned in your Reels. Or you could use your Reels to initiate a countdown to such special events. Using a combination of several types of IG posts usually ups your chances of successful campaigning. You can always use your analytics to check what works best for you.

You do not need to think of creating fresh content continually. Consider reshaping, repackaging, and reposting old content or Reel announcements in various avatars to create a series of incredibly engaging Reels. Adapt them to suit the days trends give them popular musical scores. More importantly, promote them on your IG Stories, regular posts, and other social media platforms if you are functional on more than one.

This feature may not be available to you if you havent fulfilled all the necessary steps to set up shop on Instagram and Facebook. However, if you can do so, there is nothing better than giving your viewers a direct shopping experience through your Reels. All you have to do is tag your products in the Reel, and your viewers can tap on it to see its description and price, and if they wish to, they can directly buy it without leaving Instagram. You do not have to create a hard-selling Reel to create product tags. Instead, think of suing fun means to add your products into a story arc. For instance, if you sell jewelry, you can make a dance Reel where the dancer is wearing your jewelry, and they need not pin them to the jewelry or even talk about it. But you can still add your product tag and a befitting caption that draws attention to your merchandise.

Summing Up

Instagram is constantly updating its social media features, and Reels is likely to see several updates and enhancements in the days to come. Keeping in sync with whats new and available in your country can go a long way in helping you smartly incorporate Reels into your marketing campaigns. For now, you will find no quicker and more entertaining form of sharing information, tips, inspiration, and engagement with your audience than Reels on the IG platform. Please make the most of it by daring to experiment, innovate and implement what you feel will set you apart from your competitors. Rest assured, you will see a vast improvement in your marketing campaigns on the platform!

Go here to see the original:
10 Tips for Marketers on How to Use Reels in Your Social Media Marketing Campaign - CelebMix