The Brief: 009 / 9 April 2024

By Chelsea

Show Me The Money

Google might start charging for its AI-based search, according to The Financial Times – and Google didn’t exactly deny it. This would be a big deal because Google has always offered its core services for free, relying mainly on ads to make money.

AI-native search, also known as conversational search, allows users to ask questions in natural language rather than using keywords. Instead of receiving a list of links as results, users get direct, easy-to-understand answers. Google’s AI search product, nicknamed “Search Generational Experience” (SGE), is still in the testing phase and can only be accessed through Google Labs.

Google makes most of its cash from ads tied to product searches. But those ads don’t really fit into this new conversational search setup. So, Google’s been tinkering with different ad ideas that might work better. Think sponsored links within search results or special product images.

But if Google starts charging for search, it’s kind of admitting defeat in finding new ad tricks. They could try charging brands instead, like getting a cut when someone buys a product after an AI search.

Here’s the real question: Will people actually pay for search? Most of us are used to getting it for free. So, if Google wants to make this work, they’ll need to convince folks it’s worth it. And that might mean doing some marketing – something Google isn’t exactly keen on.

Reel Connection

Instagram might beat TikTok to a new feature, giving Reels a more competitive edge.

They’re exploring curated short-form content news feeds via a feature called Blend that recommends content for you and a friend based on what you send each other.

Though it’s still an internal prototype, this could expand our horizons for collaborative content discovery.. Would you give it a try?

Fur-niture Fun

Who would have thought showing your product broken would make for a compelling campaign? Ikea has cleverly tapped into the pet owners market whilst also highlighting the affordability of their products. Their approach is that it’s ok if your furry friend chews your couch cushion, because it’s inexpensive to replace.

From a broader perspective, the ads effectively position the products as “cheap”, without cheapening its brand – they offer value-for-money products that you’ll want to replace, time and time again!

It also helps that the main characters are cute. What’s not to love about an adorable doggo? Speaking of which, have you seen our office dog, Jasper? He’s head of Pup-lick Relations, and a very good boy.

(Side note: we won’t judge if you feel the need to send us a photo of your office dog too)

Jasper the dog working hard in the Lance Montana office

YouTube Tune-up

YouTube has just introduced three new updates aimed at giving creators better insights into their audience and improving the overall viewing experience.

First off, they’ve introduced live-stream reaction analytics. This feature allows content creators to see real-time feedback from viewers during live streams, including the types of reactions they’re giving like emojis. It’s like having a pulse on how the audience is feeling as things unfold.

Next, we’ve got impression breakdowns. This update gives content creators a clearer picture of who’s watching their content – whether they’re new viewers or returning fans. Understanding this breakdown can help you tailor your content to better suit your audience’s preferences.

Last but not least, HDR live streaming. This is a big one for anyone looking to enhance their video quality. With HDR support, we can expect crisper visuals and more vibrant colours in our streams.

So, why does all this matter? Well, any extra insights platforms can provide help you to fine-tune your content strategy and deliver a better viewing experience for your audience is a good thing. And with these new updates, that’s what you should be able to achieve.

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.

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