Apparently, the new it product for agencies is to offer tools and services that help brands understand how they appear in "zero-click" AI-driven search. These tools are hard to resist. What brand doesn't want to know what LLMs are saying about it? For example, many brands who signed up for one such tool, called Lorelight, were looking to improve how they rank and are described by AI search engines. "They basically wanted a secret hack that would suddenly allow them to rank in ChatGPT,"
Digital has never been just marketing for me. It is a tool that connects creativity and influence. I always say: attention is the new currency. It all started with short videos and bold ideas that unexpectedly went viral. This gave me the confidence that I can use the language of cinema and storytelling on social media to create projects that change the perception of brands.
First the piece of content, then everyone hops on, makes it about them and puts their own meaning on it, and then all the players double down into another culture war, more content, clippable, meme-able, performative. Every now and then people remember that a tragedy has happened, and there's a bit of performative decorum. And then more content arrives in, and dopamine zings.
MrBeastâs philanthropic initiatives have revolutionized online giving, amassing a staggering following and diversifying his creative content, including viral videos and substantial charitable contributions.