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Content That Triggers Massive Reach on Social Media - Social Media Examiner

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Washington Almost a year after the American Psychological Association issued a landmark health advisory on social media use in adolescence, technology companies and policymakers still have made few meaningful changes, forcing society to continue to search for ways to maximize the benefits of these platforms while protecting youth from their harms.

Social media platforms know that the answer is to structurally correct harmful design features and functions. Most children and adolescents lack the experience, judgment and self-control to manage their behaviors on these platforms, which is why we see over 50% reporting at least one symptom of clinical dependency on social media today, said Mitch Prinstein, PhD, APAs chief science officer. Age restrictions alone are not the answer, since kids find ways around them. And putting the responsibility solely on parents is not fair either. The developers must address the dangers inherent in these platforms and make their products safe for youth.

APA has issued a new report as a follow-up to its 2023 health advisory focusing on social media design features and functions built into these platforms that are inherently unsafe for youth. The new report points to the psychological threats these features and functions introduce and the developmental vulnerabilities they exploit.

Policies will not protect youth unless technology companies are required to reduce the risks embedded within the platforms themselves, the report says. As policymakers at every level assess their approach to this complex issue, it is important to note the limitations of frequently proposed policies, which are often misreported and fall far short of comprehensive safety solutions that will achieve meaningful change.

APA calls for comprehensive design improvements to social media platforms to inform safety standards for at least four reasons:

Addressing the role of parents, it says: More robust and easy-to-use parental controls would help some younger age groups, but as a sole strategy, this approach ignores the complexities of adolescent development, the importance of childhood autonomy and privacy, and disparities in time or resources available for monitoring across communities.

Delegating responsibility to parents, to app stores or to youth themselves does not address the vulnerabilities and harms built into the platforms, said Mary Ann McCabe, PhD, co-chair of the expert panel that put together the 2023 health advisory. That responsibility sits with the creators and purveyors of these technologiesthe platform developers themselves.

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APA report calls on social media companies to take responsibility to protect youth - APA Psychology News

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AirChat, a social media app that was launched Friday (April 12), became the 23rd most popular in the U.S. on Apples App Store Monday (April 15).

The app has seen thousands of downloads as well as online requests for access to it, because AirChat is currently offered on an invite-only basis, ReutersreportedMonday.

AirChat is centered on voice, with messages being delivered through voice notes and simultaneous transcriptions of those notes, according to the report.

The apps design is similar to that of other social media apps in that users can post, scroll through feeds and message other users privately, the report said.

However, it features voice notes that play automatically and can be paused, per the report.

AirChat was founded by venture capitalistNaval Ravikantand former Tinder product chiefBrian Norgard, according to the report.

It aims to differentiate itself from other social media apps by using voice, the report said.

Ravikant posted on the platform, Humans are all meant to get along with other humans, it just requires the natural voice, per the report.

PYMNTS Intelligence has found thatvoiceis the next interface set to revolutionize consumers lives.

Connected devices are rapidly entering a modern hands-free, voice-driven era, as next-generation advances are made in voice recognition technology and increasingly being brought to market across a wide variety of conversational commerce use cases, according to How Consumers Want to Live in the Voice Economy.

The report also found that 58% of consumers would use voice because it is easier and more convenient and 54% because it is faster than typing or using a touchscreen.

In another recent deployment of voice technology,Volkswagensaid in January that it integratedOpenAIs artificial intelligence (AI) chatbot, ChatGPT, into the automakers IDAvoice assistant.

With this integration, Volkswagen customers can access an expanding AI database and have researched content read out to them while driving.

Voice assistantshave also made significant strides in areas such as smart home integration, educational settings and business applications. With advancements in AI paving the way, voice assistants will be able to complete increasingly complex tasks.

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AirChat Uses Voice Technology to Stand Out in Social Media Market - PYMNTS.com

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By Venugopal Ganganna

Gen Z, the generation born between the mid-1990s and the early 2010s, is a digital native force unlike any other. Theyve never known a world without the internet, and social media platforms are their primary stomping grounds. This presents a unique challenge for marketers traditional methods simply dont resonate with this discerning and tech-savvy generation. As the CEO of an AI-powered marketing agency, I see Gen Z as a game-changer, and heres why:

Gone are the days of flipping through magazines or watching prime-time commercials. Gen Z gets its information, entertainment, and even shopping done through social media. Platforms like Instagram, TikTok, and YouTube are not just for connecting with friends theyre curated feeds showcasing the latest trends, brands, and influencers. This shift in behavior demands a complete overhaul of marketing strategies.

Gen Z craves authenticity. They can spot a disingenuous marketing campaign a mile away. They connect with brands that have a clear purpose, strong values, and a commitment to social responsibility. Gone are the days of heavily produced commercials with unrealistic portrayals. Gen Z responds to user-generated content, influencer partnerships, and brands that take a stand on issues they care about.

Forget celebrity endorsements. Gen Z trusts the opinions of their peers more than A-list stars. Micro-influencers with smaller, highly engaged followings are the new marketing heroes. They create relatable content that resonates with their audience and feels less like advertising and more like a genuine recommendation from a friend.

UGC is the lifeblood of social media. Gen Z trusts content created by real people more than anything a brand can produce. Savvy marketers are leveraging this by encouraging user-generated content through interactive campaigns, contests, and challenges. This UGC not only promotes the brand but also fosters a sense of community and belonging.

The rise of platforms like Snapchat and Instagram Stories highlights Gen Zs preference for short-form, disappearing content. This presents a unique opportunity for marketers to create engaging, bite-sized content that captures attention in the fleeting moments of a social media scroll.

AI marketing tools can be a game-changer for reaching Gen Z. Heres how:

The Future of Marketing: A Conversation, Not a Broadcast

Marketing to Gen Z is about building a conversation, not just broadcasting a message. Heres what this means:

Gen Z is a generation that demands more from brands. They are the informed consumers of the future, and marketers who embrace social media, prioritize authenticity, and leverage AI tools will be the ones who win their hearts (and wallets). By understanding their preferences and creating engaging experiences within the social media ecosystem, brands can redefine marketing for a new era. Its not just about selling products anymore; its about building genuine connections and becoming a trusted part of the Gen Z social experience.

(The author is Venugopal Ganganna, CEO, Langoor Digital, and the views expressed in this article are his own)

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Gen Z is turning traditional marketing on its head, making social media their primary marketplace, entertainment hub ... - CXOToday.com

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Artificial intelligence (AI) is having a Kim Kardashian moment.

Dicer.ai, an AI-driven advertising performance analytics company, andFameFlow.ai, the worlds first celebrity and influencer AI likeness rights licensing platform, announced apartnershipon Wednesday (April 10) to boost the influencer marketing landscape. The move is part of a broader trend of influencers increasingly using AI.

AI can streamline what used to be a tedious influencer discovery and relationship-building process by creating instant filters, screening for influencer fraud, engagement metrics and the forecasting of campaign results based on past data,Sara Saffari, a fitness influencer with over 2 million followers onInstagram, told PYMNTS. This means campaigns that can be better targeted, evaluated and eventually run at scale.

Theinfluencer economyis growing. A2023 studyby the influencer marketing platformLTKshowed that Generation Z and millennials trust content creators more than traditional ads and celebrities.

The study also noted that people of all ages are buying more products online via creators affiliate links, particularly Gen Z and millennials, at 75% and 67%, respectively. Additionally, the findings confirmed that social media significantly influences consumer shopping behaviors.

The Dicer collaboration provides brands and digital agencies with access to celebrity and influencer endorsements, coupled with real-time data on ad performance, aiming to boost engagement and improve ad profits.

By combining Dicers analytical capabilities with FameFlows influencer reach, were offering a never-before-seen approach to digital marketing, saidMarco Bianco, CEO of Dicer, in anews release. Our joint solution not only simplifies the process of launching mega-influencer-endorsed likeness campaigns but also ensures they are optimized for peak performance.

Saffari is also the CEO ofInfluencerNexus, an agency for influencers. She said AI now allows brands and agencies to streamline influencer marketing more rapidly and without guessing the potential performance of campaign results. It also allows for forecasting key performance indicators (KPIs) throughout the campaign process.

This means a far more robust influencer economy that is less wild west, which ultimately drives far better results for influencers, Saffari said.

As a fitness influencer who posts pictures of her workouts and lifestyle, Saffari uses AI to streamline influencer campaigns for brands by sourcing, auditing and creating campaigns.

I also use it to streamline content creation across my audience, she added. Content that once took days now takes 1-2 hours maximum for 30 days of content.

Artificial intelligence can also streamline the process of integrating sponsor advertisements into popular influencer videos. By using AI, companies can more efficiently identify suitable influencers, match their content themes with relevant ads, and automate parts of the negotiation and placement process.

This technology not only simplifies the logistics but also enhances the precision of targeting audiences, ensuring that the right ads reach the most receptive viewers based on their viewing habits and preferences.

We see AI as a tool to open up a new channel for enabling influencers and creators to work with companies by embedding Attention Media elements, such as branded objects, into the videos,Cory Treffiletti, CMO ofRembrand, told PYMNTS.

Using AI, you can do so in a post-production process, allowing creators to create and monetize later. This scales more broadly than sponsored posts, and our proprietary technology enables this in a more realistic, constrained manner than you get with a horizontal approach to a generative AI model, he added.

AI is helping ad companies find influencers and predict trends. Previously, advertisers would scour TikTok or Instagram to find influencers,Logan Welbaum, founder ofPlai, an AI-powered marketing tool, told PYMNTS.

AI is also helping algorithms on social media platforms put more content towards a more relevant audience, Welbaum added. How do you get people to stay on the platform longer? Place the right content at the right place at the right time and with the help of AI, social media platforms are getting much better at this. This is helping create more influencers faster than ever.

One of the more surprising trends impacting the influencer economy is the use ofAI deepfakes that pose as influencers or become influencers in their own right. These AI-generated figures can create content, interact with followers, and endorse products like human influencers. The technology behind these deepfakes allows them to mimic human behaviors and appearances with stunning accuracy, making them almost indistinguishable from real people.

The trend raises questions about authenticity and trust in the digital influencer space, as observers say that viewers may only sometimes be aware that they are interacting with a machine. Additionally, this phenomenon could reshape the marketing landscape by allowing brands to craft perfect influencer representations tailored to their exact specifications, potentially altering how products are promoted and who is considered influential in the digital realm.

This is raising important discussions around the use of identity that all companies and marketers should follow,Abby Rose, associate director at829 Studios, a digital agency and marketing consultancy, told PYMNTS. When embracing AI and its many benefits, we all must keep in mind that the goal of these partnerships is to center authenticity and humanity. We cant let AI take us too far away from the personal appeal that makes influencers relevant to so many.

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Influencers Harness AI to Boost Fame and Fortune - PYMNTS.com

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