Despite Apple’s long lead, Spotify Technology SA. and Alphabet Inc.’s YouTube have now become the most popular places to listen to podcasts.A study published last month shows YouTube as the most popular podcast listening platform in the US, with 31% of respondents saying they use it. It’s followed by Spotify at 21% and Apple at 12%.
Through the lens of legacy Apple, the lack of focus on podcasts makes sense, despite basically creating the medium. But ads-and-services Apple has to be missing the potential of being the dominant player in a sector with growing ad and monetization potential.
YouTube, meanwhile, cracked the discovery code for podcasts. A persistent shortcoming of traditional podcasting apps.
Brands can help combat this general fatigue with campaigns centered around solving a problem in an impactful way, especially focusing on infectious positive energy.
The fatigue mentioned is compassion fatigue, but could as easily be noise / content fatigue.
This feels like a good campaign planning process regardless.
What?! The goldfish brain is evolving!
Engagement on longer short-form video is increasing across YouTube and TikTok as traditional short-form engagement declines on the trend machine.
users are now seemingly looking to engage with longer videos, not at regular long-form length, but an expanded variation of the short-form trend.
Google Is A Monopolist? Part 2
Google and the Justice Department are set for a rematch of sorts on Monday when they return to court to argue about Google’s alleged monopolistic behavior over how ads are bought and sold on the internet.
SEO approach for blog content from David CH of SaaSPad.co (YouTube link):
Write like ChatGPT
Not style or tone, but format.
Intro paragraph followed by bullet point list. Mix in tables, charts, media, etc.
No more novellas with unnecessary info (aka recipe posts).
Provide value and make it easy.
This Fall Will Be Fun For Marketers: Part 3
2024 is projected to be a record-breaking year, surpassing $12 billion in political ad spend.
Seventy percent of that windfall will be spent after Labor Day
I’ve been warning clients.
Ads are about to get expensive. Placements are going to become sparse. People are going overwhelmed and annoyed.
If you ask a co-worker to do some research for you, you probably aren’t worried they’ll fabricate it. You’re more likely to worry about things like motivation and prioritization.
If you ask an AI, you won’t worry about its motivation or priorities. But you should probably worry about fabrication and hallucination.
You’ve got to game them, to some extent. In a very different way than you game a person.
-Paul Bloom on using LLMs
While brands chase shiny new toys like livestream and XR shopping, shoppers want:
- Loyalty programs
- Mobile apps
- Reviews
Channels with “influence gaps” include search, broadcast, and events.
💡 The trendy channels brands focus on usually function as front doors for search.