Search is splintering, social media is changing, and AI is here, which means the playbook needs to be updated.

For us who have built content and SEO engines in the past, we have to start to build engagement engines.

We have to move from an era where we did SEO-led growth and information-led growth, to engagement-led growth, personality-led growth.

-Marketing Against the Grain podcast

It’s about creating engaging media as more channels are creator-focused over brand-focused.

Scratch and sniff marketing?

Snap has filed a patent that…

introduces specially-modalized stickers, that when used in a chat, allow the recipient at the other end to experience certain scents. This is achieved by the recipient interacting with the sticker on their screen through a tap or rub, triggering the release of the associated smell.

Of course, this depends on device makers adding the necessary underlying tech to make it possible. (Which is why so many platforms want to be device makers.)

Inverse animal spirits?

More than a quarter of Americans are “doom spending” in order to manage their worries about the macroeconomy and foreign affairs

Some of the top concerns among respondents included inflation, cost-of-living increases, unaffordable housing, and not having enough money for small luxuries, or even basic necessities.

Concerns about the economy might be spurring actions that will empower the economy.

But also, confusing.

This was always my contention with economics assuming people are rational actors.

Pinterest’s direct links for ads is out of beta.

With other Pinterest ads, it takes two clicks for someone to navigate off Pinterest.

For ads using direct links there’s just one click, and it goes directly to the advertiser’s site.

I had a client in the beta and we saw a noticeable uptick in site sessions from Pinterest ads.

More ads in the same places: YouTube Shorts edition

To check if the YouTube Shorts ad format is available on your YouTube Ads account, go to:

• Create Campaign.
• Choose “Create a campaign without a goal’s guidance.”
• Select “Video.”
• If the feature is available on your account, you will find it under Video in the Efficient Reach section.