🔌 The Future Of AI Fakes 🤖

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Return of the Chief Plug Officer.

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• 🔌 The Future Of AI Fakes 🤖

• 🔌 How To Make YouTube Shorts Last Forever 🙌

• 🔌 The Best Ad Campaign of 2023?💡

🔌 The Future Of AI Fakes 🤖

Everyone is talking about AI fakes in music.

Like all new technologies - the old guard is saying how it’s destroying the art.

(This feels like MP3 technology all over again)

The musician Grimes has come up with a genius marketing innovation:

🔌 Plug Take:

1. Lean in - Rather than trying to shut down new technologies (Hint - it never works), she’s leaning into it.
   

2. Growth loop - She’s giving open-source access to her voice and likeness, and is taking a 50% commission on each piece. This results in thousands of people joining her marketing team with an incentive, and creating Grimes remixes.
   
   This is affiliate marketing 2.0.
   
   Plug prediction: This will become a big trend.
   
   Artists with original datasets will give a commission of their likeness for a % of royalties.
   
   It’s an open-source version of art — and you 1000x your marketing team overnight.
   
   

🔌 How To Make YouTube Shorts Last Forever 🙌

Current frame = What works on Reels and TikTok, will cross over to YouTube Shorts

The above has some truth to it — but it’s missing a key bit of context:

YouTube is the 2nd biggest search engine in the world.

So your video may perform today — but it may also perform for years from now with SEO.

Here’s the Gary the Goat Vaynerchuk:

“When you name the video, you think about naming it for people that are searching. Just naming it smartly, from a search perspective, will disproportionately grow the opportunity of your awerness and branding.”

Being smart about your video headlines might be the difference between you getting thousands of views within the first week, or getting millions of views over several years.

If you crack the title, your video could be the #1 watched video for that search.

🔌 Plug Take:

1. YouTube Bull Case - Unless they really mess it up, if you had to bet on one platform being here 10 years from now: It would be YouTube.
   
   Plug prediction: YouTube could become to Google what Instagram is to Facebook.
   
   As Chat-GPT potentially eats Google’s moat, it’s sister company may become the golden egg.

   
   

2. Visual search is everything - Remember the mental model of jet streams?
   
   It’s the same here.
   
   The product managers at Shorts, TikTok, and Reels have a big goal of owning visual search.
   
   Expect videos that ride this Jet stream to do great over the next couple of decades.

@garyvee

Just “posting content” isn't enough if you're not really leveraging the full potential of a platform. With YouTube Shorts, yes, there's re... See more

🔌 The Best Ad Campaign of 2023?💡

Everyone is raving about the Barbie campaign.

If you haven’t seen it:

1. You take a selfie

2. It turns you into Barbie or Ken

3. You share it everywhere on social media

It didn’t work for The Plug :(

🔌 Plug Take: Copy & Paste - Everyone is talking about how original this is.

It’s not. It’s just a remix of Lensa AI…

Which was a remix of AI Avatar.

It’s a viral phenomenon of playing to people’s vanity — and getting them to share it with friends.

Do you remember the Buzzfeed article of “Find out which Harry Potter character you are?”

It’s all the same.

And guess what? It will carry on to work again and again as long as humans are humans and the internet is the internet.

🔌 Daily Ad Plug

JBL Noise-cancelling (2016)

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George Mack

Chief Plug Officer 🔌