This year will be remembered in marketing circles for the proliferation of AI slop on social media and the constant stream of new tech products promising companies AI content nirvana.
But it looks like the tide is turning.
Recent posts from executives at Snap and X, as well as tools available on Google, LinkedIn, Facebook and Substack, provide encouraging signs that quality control is coming to your feed.
Social Media Platforms Attempt To Clean Up Your Feed
In July, Snap CEO Evan Spiegel shared that wholly AI-generated content won’t be eligible for distribution on Spotlight, which is Snap’s equivalent to Instagram Reels or TikTok.
In the replies, X head of product Nikita Bier showed his solidarity.
These comments from Snap and X executives come less than two months after Google I/O, where the company announced the expansion of SynthID, its AI fingerprinting tool, and partnerships with OpenAI and ElevenLabs. Google also just published a research paper explaining how they eliminated 130,000 YouTube channels comprised of synthetic spam generators.
Meanwhile, LinkedIn recently introduced a button that allows users to flag AI slop, and Facebook now asks users to add an AI label to videos before they’re uploaded if they contain realistic content that is produced by AI.
Furthermore, Substack now has a partnership with Pangram to allow users to scan text to see how much of it is likely written by hand or with AI assistance.
What Signs Are Platforms Sending To Brands?
Social media platforms are talking out of both sides of their mouths.
As new tools are woven into ad platforms to make it easier to produce AI ads at scale, these same companies are taking steps to detect, identify, and curb the spread of AI-generated content.
The distinction appears to be less about whether AI is good or bad and more about whether it benefits the platform. To the extent that AI content tools cause advertisers to spend more money, the platforms are AI evangelists. But if AI content jeopardizes the supply side of the equation by lowering user engagement, the platforms are taking decisive action.
That should be instructive for tech brands who are considering their video investments.
Our advice is to use AI as a tool to assist with research, scripting, storyboards, etc. But don’t use AI to replace your expertise, originality, or humanity. The goal isn’t to create as many videos as cheaply as possible. Generating 1 million views for videos that no one remembers is far less impactful than getting 1,000 views for a handful of videos that no one forgets, especially in B2B tech.
Other Resources
- The conflict between AI videos and trust
- Video is the No. 1 driver in B2B marketing
- What tech companies can learn from AI backlash
- Google Search Console now offers social media video insights
If you’re struggling with your video strategy and need a fresh set of eyes, schedule a free consultation with us.
