Artificial Intelligence (AI) has recently been causing disruption to our industries and society at large. This disruption can be observed in a multitude of ways: chatbots can now complete complex tasks like writing papers or code in a fraction of the time it would take a person, voice modulators are now capable of accurately imitating the way people speak, and images can now imitate individuals, scenery, or art styles to the point where likenesses can be uncanny. This rampant change opens a new world of possibilities that should be met with both excitement and trepidation. Excitement because of the possibilities that it creates, and trepidation because of the societal problems that come with it.
Analyzing the performance of your content is an important part of any successful content strategy. With the release of and migration to GA4, many organizations have had to re-wire their approach to measuring performance. This is due to the change in how Google Analytics collects data.
If you’ve spent any amount of time on TikTok since the New Year, you’ve likely heard the term “UGC” or User Generated Content. While this is not a new trend, it has recently gone viral, and brands are taking notice. There two important distinctions that need to be made when discussing UGC: Organic UGC and Paid UGC.
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