Keeping it human in an AI dominated world

We’re seeing more AI content on social media than ever before and that is bringing with it an eerie fog of distrust, and rightfully so.  

It makes sense that you question the legitimacy of the product or service you are watching content about. If I buy this, will I actually receive it? Will it be anything like the AI depiction I just watched? Will I be palmed off to terrible AI chatbots labelled “customer service”?  

So how do you counter that thinking? I said last month that you should not worry too much about the odd mistake or typo. I understand how some may see this as unprofessional, but it helps quantify your content as human.  

I’m talking about things that aren’t perfect but distinctly human. Muddling your words, stumbling on your lines, dropping your prop, bumping into a table. These things just happen and showing your audience some of this helps to build trust that you and your product/service are HUMAN and perhaps more importantly, REAL.  

AI is not without its flaws. Blinking can be a good indicator of AI videos, or rather, the lack of it. But this brings me onto human idiosyncrasies: Blinking, gesticulating, fidgeting, moving through your scene. These are all human actions and keeping these in the edit help to show that to your audience and boost trust in your brand.  

Does writing induce blind panic for you?

Hands up if you enjoy writing? 🙋‍♂️ For many, though, it is a boring chore, a task that induces blind panic.

Yet, in this day and age, it’s becoming all too easy to simply turn to AI to generate your content. Which is fine if you’re comfortable with that. If you are, at least don’t try to pass it off as your own, because there are too many giveaways that scream AI and, eventually, someone will pull you up on it. They’ll find you out and expose you.

But what if you desperately want to write better content but you’ve convinced yourself over many years that you’re no good at it, that you can’t do it, that you’re a rubbish writer.

The crux here is that it doesn’t have to be better. It just has to come from you. From an actual human being. It has to be authentic.

Authenticity is king here. So what if there’s the odd spelling mistake, or the wrong punctuation mark, or a sentence that you know doesn’t sound right but you can’t put your figure on why. At least it’s come from you.

Everybody writes, as the wonderful Ann Handley has so passionately reassured us. Whether it’s a social post, an email or a blog, we all write every day. You know you can do it.

So, I implore you, just do it. Next time you need to post something on LinkedIn or whatever, don’t fear it. Don’t hand it over to ChatGPT. Just write it and be yourself.

AI is trained to be perfect. But humans are not perfect, and neither is your writing. But I tell you what it will be, and that’s authentic. And that trumps AI any day in my book.

Podcasts overtake radio for the first time ever

If you've been toying with the idea of starting a podcast, I have some data to share with you that may convince you.

According to Edison Research's 'Share of Ear survey' podcasts have taken over radio (for the first time ever).

The trend has been steady. Back in 2015, radio held 75% of spoken-word listening versus podcasting's 10%. By 2020 it was 50% vs. 24%. Today, podcasts lead at 40% to radio's 39%.

With Netflix now adding video podcasts to its platform, I predict that podcast numbers will continue to rise (and radio to fall).

More people are aware of podcasting. People are asking 'what's your favourite podcast?' rather than 'what is a podcast?'

Brands are also becoming more aware and comfortable with having a podcast. They see it as a credible channel and opportunity to reach their customers.

Do some research and look at your competitors. If they already have a podcast, identify a gap that you can fulfil, or think about how you can offer something is different (and dare I say 'better').

If your competitors don't have a podcast, what are you waiting for?

When done correctly a branded podcast will give you the opportunity to:

• Position you and your brand as a thought leader.
• Build an engaged audience who trust what you have to say.
• Create authentic and valuable content that your can repurpose as short video clips, blog posts, newsletters and social media content.
• Create leads and potential customers for your products and services.