We’ve been having a look at some of the latest trends in the world of PR and social media. 

The rise of AI content production

With this month marking the one-year anniversary of ChatGPT’s launch, 2023 has seen a rise in the use of AI (Artificial Intelligence) content, and companies are now starting to implement it within their apps and websites so users can explore AI themselves. 

Meta has been rolling out AI stickers across its English language users on WhatsApp, Messenger, Instagram and Facebook stories, allowing people to generate unique stickers based on text prompts.  

They’ve also developed ‘Meta AI’ – a virtual assistant which helps users ‘learn, plan and connect’. You can even chat to virtual versions of celebrities such as Kendall Jenner and Snoop Dogg, who each play a unique character with a specially created backstory. 

Meanwhile, Canva have created ‘Magic Studio’ – where users can write text prompts to generate social media posts and presentations, and Meltwater have developed an ai-powered PR assistant which generates media pitches and press releases based on basic information given. 

The integration of ChatGPT and other AI models into existing platforms means that companies are now able to produce new content almost instantaneously. 

Honesty is key

Audiences are now more in tune to false advertising and fake news than ever before, and it’s important for brands and companies to ensure their marketing is authentic and trustworthy. 

The wider rollout of Community Notes on X (formerly Twitter) means that companies such as Apple, Uber, and videogame company Evony, have been subject to fact-checkers claiming their advertisements were misleading

If a Community Note is ranked highly enough, it will become visible to all users on X, meaning anyone who sees that ad, will also see a note that suggests it’s false advertising. 

Uber deleted their advert which was marked with a Community Note, whilst Apple’s note was removed after being downvoted. Meanwhile, the Evony advert remains on X, still with the note attached. 

AI can also unintentionally generate misinformation on what it thinks exists based on real-world data, making up fake books and articles by real authors, or be used to intentionally create false headlines and stories for bot-run sites posturing as online newspapers.  

To combat AI misinformation ahead of the 2024 US Election, Google and Meta have updated their advertising policies so that any political ads containing AI-generated audio, video, or imagery will have to feature a disclosure. 

The threat of being called out for false claims means that companies will have to be more careful than ever.  

Personalisation

With machine-learning algorithms constantly evolving, brands are able to personalise their content more to fit the audience consuming it. 

TikTok has introduced a new ‘Search Ads Toggle’ where brands are able serve ads within search results for relevant user queries, appearing alongside organic user-generated content. TikTok’s internal research found that 70% of ad groups with the Search Ads Toggle “on” saw more efficient performance when compared to not having it on. 

Meanwhile, AI pitching tools such as PRophet, and Muck Rack with PressPal.ai, analyse pitches and predict media interest, helping brands to target and address the journalists that are most likely to be interested in them. 

Utilising micro-influencers is also a great way of reaching more targeted, niche audiences, driving a higher level of authentic engagement for campaigns. 

Sustainability boost

In the wake of important conversations surrounding climate change and the impact of manufacturing on the environment, more consumers are becoming concerned about the sustainability of the products they use.  

Two thirds of 18-24-year-olds in the UK said they were more likely to buy from retailers or brands with strong ethical and sustainable credentials, meanwhile 8 in 10 UK consumers said they believe online shipments contain excess packaging

As well as this, businesses are prioritising sustainability within their supply chain in order to achieve Net-Zero targets and reduce their scope 3 emissions, putting an emphasis on transparency about carbon emissions.  

Companies are keen to be seen as driving innovation by being environmentally responsible, taking steps such as using eco-friendly packaging, using renewable electricity, and getting materials from sustainable sources. 

Longer video content 

TikTok has been encouraging its users to make longer videos with their new Creativity Program Beta giving advertising revenue to those who create videos lasting over a minute. The Creativity Program Beta is set to replace the Creator Fund, which had no video length requirements.  

The new program is set to help creators “generate higher revenue potential and unlock more exciting, real-world opportunities”.  

Eligible videos must reach at least 1000 views, be original content, and not be part of a paid promotion, as well as not violating the Creativity Program Beta terms, the Terms of Service, the Community Guidelines or Copyright Policy. 

With an emphasis on spending more time on video creation, TikTok influencers will have to work out how to keep things snappy and engaging whilst drawing their content out further. 

Get in touch with us at Faith to learn how we could make a difference to your campaign. 

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Ellie Howorth
After starting a music blog over five years ago, Ellie pursued her passion and completed a degree in Music Journalism at the University of Huddersfield in 2022, before joining the Faith team in October 2023. As Junior Account Executive, Ellie is a crucial resource to the team and creates a variety of content from press releases and blogs tosocial media posts for clients and Faith’s own channels. She also helps with media list building and distribution as well as other research-oriented tasks, whether it’s finding relevant awards schemes or compiling forward features lists.