How to Make AI Native Ads Look Human (Barry Hott Method)

Barry Hott: Today, we are talking about humanizing AI and navigating authenticity in modern advertising.

Barry Hott: Now, I'm I'm going to try and try and do my best to uh stay tuned into everyone here and also try and read the chat, uh and also try and read my slides uh as we go. So, hopefully uh this will all go okay. Uh there you go. Make sure that make ugly ads is in the frame there. We're good. Okay, so, what are we doing here?

Barry Hott: We're going to be talking about a bunch of stuff here. I'm going to try and move really fast here. This is the AIgenda. Uh, I'm going to try and move fast through a lot of this. So, try and let me know in the chat if you want me to slow down or something. I don't know. Uh, you can also call me today, you can call me Bairry Hott, Bairry Hott.

Barry Hott: Uh, I am known for a few things in the space. Um, one of which is I have a course called Building Ads with Barry, which I run, which we just started that cohort. We're in the second week now. Uh, I also uh work uh on Adcrate. I I uh advise Adcrate with Alex, who we just heard from. I do my own consulting. I work with a few clients of my own. Uh I've been a growth advisor and consultant. I've been doing this stuff for a long time. I've been in the Facebook ads world for uh since 2008. So that's 17 years now. Uh I've studied billions of dollars in ad spend both and I've also run almost a billion dollars myself in ads. Um but I've also had access to tons of accounts um in my time. I have studied things from like AT&T to Athletic Greens to Lumen Skin and Keeps and Urban Stems and nuts.com. I I've studied uh a lot of stuff across tons of verticals and I like to try and boil down what really matters uh across all of that instead of just like industry specific stuff. Uh and lastly, uh I'm known for making ugly ads. Uh for anyone who is interested in what, you know, I I saw some people talking about that in the last presentation when Dara mentioned it. Uh I think you can still find on Motion's YouTube maybe, a presentation I did a while back, I think, uh about making ugly ads. Maybe I'm wrong. I don't know, but Google Barry Hott ugly ads and we'll dig into it. So, I'm again, I'm going to move fast here.

Barry Hott: Uh, first thing we're going to say, don't make ads, make content that sells. Like, I'm just trying to lay the foundation here for everyone because what we're about to talk about a lot is actually organic content. And the reason why we're going to be talking about organic content is because it's it's the content that your audience is paying attention to. Your audience isn't on social to see ads, they're there for relevant content, so advertise accordingly. Um, hold on. Yeah.

Barry Hott: And to make ads that convert, study what your audiences are consuming and make content that feels like it belongs there, right? Your your competition isn't other ads or other advertisers. It's everything else in the scroll. Uh, ads on social are skippable. So like, make people not skip them. That's if you can't cross like if you can't get people to not skip your ads, if people skip your ads, they're not going to pay attention. So I don't care how pretty your ad is if people skip it. They don't see it at all or care. Uh and the trick here and the key is to use empathy. We're talking about empathizing for your audience and your customer.

Barry Hott: So, uh I'm going to try and make this a little bit fun here. Let me see if I can make sure I can see all of your comments. Um, bum bum bum bum. Can you tell what's real?

Barry Hott: I'm going to show two videos. One is going to be AI and one is going to be real. These are not ads. All right. This is ad, this is not ad, sorry, this is uh video A.

Barry Hott: Can you see that? There's no sound. Just a bird, a falcon in fact, flying there. All right, and then this is B on the right.

Barry Hott: All right, if you think A is real, please type the letter A. Uh if you think B is real, type the letter B. If you think they're all they're both fake, press C. If you think uh neither of them are real, press D. Um, interesting. Lots of answers. All right.

Barry Hott: Let's see them both side by side there. So, fun fact, this one on the left is actually a real video. This is the original that is a real video mounted on the back of a falcon. And this video on the right, I took a still screenshot from this video right here on the left and had VEO3 create this video with a very simple prompt. So, on the left is real, on the right, which is very smooth, uh that's that's AI generated. Now, one of the things I like to note about this and the reason why I wanted to bring this up is because as hard as I tried, and maybe if I had more time, I could have gotten it to do it better, the one on the left is real and it's bouncing and it's, you know, it's an action camera on the back of a real live falcon who's flapping its wings and it's jostling. The one on the right, it's smooth. It's like it's gliding. I couldn't get it to make that shaky camera effect in AI. And so, when we're going to be talking about in a little bit about how one of the things we'll talk about is how AI can sometimes be too perfect and not ugly enough. That is an example I thought was pretty relevant there. Stabilized. Cool. All right.

Barry Hott: Um, does your audience, can your audience tell? Do they know that stuff is AI generated? Do they care? Do any of you know or care? Uh, what what kind of content does your audience consume? Uh, are people consuming AI content? Can AI replicate the kinds of content your audience consumes? And are you part of your audience or no? So, really important as marketers, like we often think about like how do we think of things as marketers, but we need to get out of our own heads and put ourselves in the shoes of our audience when we're thinking about this stuff.

Barry Hott: Um, and relevance is everything here. Um, the social algorithms learn from who pays attention and for how long. So that's how it defines relevance and understands relevance is just if someone will pay attention to it and continue paying attention to it. And that's that's both true for organic content and paid ads.

Barry Hott: And again, almost everything we're going to be talking about here for a while is about organic content because it relates to your ads. Um, relevance is multidimensional. Uh, again, I I will send out this deck after. I don't want to touch on all these bullets, but my main point here is if you look on the right, you can see three different images. Uh, I think a couple of these are actually screenshots, stills from videos. But you can see like a get a get ready with me, uh a bass fisherman and a chess player. The chance that this all three of these is relevant to one person is pretty unlikely. I'm sure there's somewhere is one or two people on this planet, maybe even one of them might be in this conversation right now, uh who would be relevant to all three of these things, chess, bass fishing, and uh get ready with me, uh makeup and uh whatever video. But the important thing here is you might still be able to sell a product to all three of these people. You might be able to make a different piece of content that is relevant to the people that these are each of these pieces of content are relevant to, but these pieces of content are not going to be relevant to the same person and you can know that within the first frame. As soon as these things scroll into frame, you know whether or not this is relevant to you. So, I don't know, shout shout to me if uh if any of these are relevant to any of you. I'd be interested to know. Um but yeah, there's these are all different functions of relevance and it's like a multidimensional spectrum.

Barry Hott: Um, everyone has subconscious content blockers. Now, if you've seen me talk about this before, I've actually called them ad blockers. I don't call them ad blockers anymore because it's a content blocker. Feed content is so relevant now and so personalized to users that users expect content to be so relevant to them, they will they're literally on high alert to anything that doesn't matter to them immediately and they will skip it. So if it doesn't immediately, unambiguously say like, this is for you, people skip it. Um, which is why I say to blend in to stand out. You want to blend in and look like what people are expecting to see, otherwise, if it looks like something that's clearly an ad or clearly not what they're there to see, they're going to skip it.

Barry Hott: Um, so we're going to shift over and we're going to talk to uh we're going to talk a little bit about the problem with AI content here. Um, and some of these are going to be hilariously similar to some of the problems with real content.

Barry Hott: Uh, first, am I real? Is this real? How can you tell? And what is real? Uh, I don't know. Do people care? Does your audience care? Maybe. Maybe not. We'll see. Is that AI or is that real? She's not blinking, seems fake. Well, uh, you know, one of the things I noted here is sometimes it can be imperfect, sometimes it can be too perfect. Sometimes it doesn't match much of the feed or it can decrease trust. And also there's legal and ethical uh risks here that I want to flag.

Barry Hott: By the way, just a little uh a little warning here. A little FTC warning here. Uh, you got to make sure if you're going to be using these ads, uh if you're going to be using AI in your ads, like don't be deceptive. So, the second you start making content where you're saying like, I had an experience where the AI is saying that, that starts to cross the line. Be really careful about that. I don't want to get too political. I don't know if if the FTC is going to prosecute anyone for that, but uh anymore. I don't know if the FTC even exists still, but that's a separate problem here. Um, just try and stay safe and overall, don't deceive your customers.

Barry Hott: Now, the problem with real content, you'll notice here, I said uh AI content can be imperfect and it can also be too perfect, right? I showed you the bird that wasn't moving enough. It was too smooth, right? That was too perfect. But the problem with real content too is that marketers, traditional marketers like many of us here, uh have learned how to make things perfectly because we have generationally learned about marketing from years and years, generations of marketers who used to make pretty things for print and TV and all these places where content was supposed to be pretty, but it doesn't have to be pretty. So don't make things too perfect. The other problems with, you know, real content is when you're making real content can sometimes be terrible. Can sometimes be really imperfect if you don't make it thoughtfully enough. Uh production cycles are slow. It can be much more expensive. Uh quality can be inconsistent. There's bottlenecks with creators and there's going to be lower quantity, right? You can get more quantity made with AI. Now, is this AI or is this real?

Barry Hott: Am I real? Is this real? How can you tell? And what is real? Uh, I don't know. Do people care? Does your audience care? Maybe. Maybe not. We'll see.

Barry Hott: Yeah, that's me. That's real. So, that's actually the audio that I used to make this previous one back here. Oops. This one.

Barry Hott: Am I real? I took my audio from that, ran it through Arc Ads and put it in there and that's my audio being said as a woman. And I'll note, I actually have successfully used this woman cutting a cucumber in ads and not that many people realize it's AI or care. So, yeah.

Barry Hott: Don't love traditional lipstick.

Barry Hott: What native means on modern social media and why it matters. So we're going to talk about, you know, we in the past we've talked about calling this ugly ads or low-fi media. It's a little bit different now because native has a lot of meanings.

Barry Hott: But what I'm talking about when I say native and when someone says native to social or native to Meta or native to Instagram, whatever, it's what consumers are consuming there. So there's like viral videos that are low resolution. Um, you can see uh like this this is an example I pulled. This this video has 50 almost 55 million views and it's like super low res garbage video quality, right? Like it's a dash cam, uh internal, external dash cam, this thing on the on the right here. Um, and this person who has 42,000 followers made a piece of content that got reached uh got 55 million views. So, this is what people, I'm not saying everyone consumes this, but this is seen by a lot of people. And this is the kind of content people are watching, one of the kinds of content that people are watching on these platforms. So, it's not this is why when I say make ugly ads, make ugly whatever, it's it's stuff like this. Um, it's just not perfect, but it's really about relevance. Relevance is the key.

Barry Hott: Um, and then native isn't just UGC. People think when they're like, oh yeah, we got to make make it look social native, that means it's got to be UGC. No. There's so much, think about the stuff that you consume on Instagram on a normal day. There's probably clips from the news, funny things, sports, beauty, podcast clips, stuff in nature, affirmations. I think my mom probably looks at content like that. Shout out to my mom. Um, like, you know, I feel like there's a lot of like security camera footage that goes viral from like someone, you know, uh a porch pirate on like on the right here. But so every all of this is native. But it's just all in all different ways. And the thing that I usually look at is like, what is the stuff that gets tons of views? Just because Vogue makes pretty content, doesn't give you the right to say like, oh, okay, well, I want my content to be as good as Vogue. The Vogue audience isn't still probably doesn't even want that much pretty stuff. You can go study their content, but like, go what you should be looking for is making content that gets broad, broad, broad reach and gets massive, massive views. That's where you want to be finding inspo from in terms of what's native.

Barry Hott: What isn't native on social is, I think that's absolute garbage.

Barry Hott: Um, and also AI will be able to make, you know, stuff like that easily, no any time soon. So it's even more irrelevant. Um, but it's what's not native on social is what consumers aren't consuming. It's irrelevant, slow, and ambiguous hooks, stiff product demos with actors, bad storytelling, inauthentic content, traditional marketing aesthetics, and ads for other platforms. All of this stuff is not native on social. It it will not work anymore. Like it hasn't worked for a long time and it's going to be harder and harder for that stuff to work.

Barry Hott: AI is fundamentally changing the feed.

Barry Hott: Let's talk a little bit about AI slop. Has anyone talked about AI slop yet in this in this series of videos of lives? Okay, great, because I I I love AI slop a little bit, a little bit. Um, this is the, yeah, it looks real for a little bit, but then it's clearly not real.

Barry Hott: I mean, to me it's clearly not real. I think there's plenty of people out there that watch that and they're like, whoa, those people drowned. Um, but that's a new thing where people are making lots of different style of videos. Um, you've there's just so much uh out there and some of it's very realistic, some of it's not so much, but it's about to get a lot more realistic uh thanks to VEO uh and thanks to Google. And that's just getting started. Literally today is the worst it'll ever be. AI videos are only going to get better and only going to get more realistic and believable. And a lot of this stuff plays on your emotions. It's exploits your curiosity, your novelty. It's going to be desensitizing and fatiguing. Um, and it's becoming more common. It's stuff like this should be tagged uh in the content, but even then you don't really see that when you're seeing the content. So I'm wondering how much the systems might start to filter some of this. Um, and some people might like this stuff. Some people might not understand it's fake. It's a weird world we live in and it's a weirder world we're about to be living in.

Barry Hott: Um, so what's the AI impact on content volume and quality? See this chart right here? Completely made up by just by ChatGPT. Thank you, AI. So, you can just have AI make data for whatever point you want and make a chart for it. So, don't reference this except that you wanted to say this is what Barry wanted to make AI say because that's what this chart is. It's literally not based on any data except for what I wanted it to say.

Barry Hott: Um, AI is literally shifting content trends. Uh, sorry to say this one on the right here is not a video uh that I have here, but it is from a video. Um, but the Shrek army invades Taco Bell. Um, there's some fun benefits to some of this stuff, but a lot of it is just also totally garbage. Nice uh nice Shrek GIF in the chat there. Um, but yeah, the bar for relevant content and great storytelling is about to be raised, right? We're people are going to have shorter attention windows for irrelevant content. Authenticity is going to become a premium and trust will become a differentiator because there's so much of this untrustworthy stuff there's going to be. How much of this inauthentic stuff there's going to be? I think Alex and and Dara talked about that in the previous uh presentation a little bit.

Barry Hott: Um, and sadly, ignorance is bliss. A lot of people aren't going to care that the some content is fake or not. They're going to even the stuff that they should probably care about, some political stuff, they're probably just going to believe whatever they want to believe and ignorance is bliss. So that's scary. Sorry to talk about that for a second, but we live in a scary time and it's only going to get scarier.

Barry Hott: Let's talk about the uncanny valley of creative, which is actually kind of going away.

Barry Hott: So, uncanny valley, real quick, it's that feeling you get when something isn't quite right, like something's almost human but just a little bit off. Um, you know, you can tell from expressions, motion, and it triggers a little bit of cognitive dissonance in it. And as you'll see a little bit later in the presentation, AI is getting better at this. Um, but overpaying for home and auto insurance.

Barry Hott: Do you even know how much you're paying? Feels a little bit off, right? That's me, obviously not real, but that is uh an AI an AI version of me. I uploaded it to a an AI platform to have it make me say stuff. Um, someone said that's real. Yeah. That's that's funny.

Barry Hott: Uh, but yeah, so remember that script also because we're going to be you're going to be hearing that same line a few more times throughout this presentation. So let's talk about the rising rising value of of authenticity. It'd be nice if I could speak.

Barry Hott: Um, look at all these stats that uh ChatGPT also made up for me. How convenient. 80% of consumers prefer authentic ads. Sure. 3X higher engagement on human-led ads. Yeah. 60% increase in brand trust with real customers. Sure. Drop in recall for AI only content. Yeah, okay, well, whatever. AI made this these stats up. So, whatever, maybe it's right.

Barry Hott: Um, but similar to when I said uh relevance is multidimensional, so is authenticity. Content isn't simply like authentic or not. It's it's on a spectrum. Things like tone of voice, delivery, aesthetic, the source, like who's saying it, all of these things can matter to how authentic something feels. Like and you can have it's a give and take. If the like aesthetic isn't very authentic, but the person is delivering it super authentically, that can make up for each other, you know, one and the other. So you don't always have to have an ugly aesthetic. Sometimes you can, that'll help, but here's the story of how I ended up getting bunion surgery and then starting Fulton.

Barry Hott: This is from uh the shoe brand, shoe uh insole brand Fulton. I just wanted to share that little hook there because it's a relevant, authentic story with a relevant, authentic visual, uh told by a founder. So, just thought that was a good example here.

Barry Hott: Authenticity is hard to fake for now. Uh, the tools are getting better. Um, and this is this whole kind of talk I'm talking about here is the race. We'll get into it a little bit more, but like the kind of race to the bottom here for authenticity. So, real creators have to do more unique things to lower the likelihood of AI replicating it. Um, you're going to need to get weirder, get messier, get uglier. Do things that the AI wouldn't easily do or couldn't easily do, right? The shaky cam that I was showing before uh with the with the falcon, that's harder to replicate. I mean, just shaking a camera isn't going to help you make better ads or better content, but you'll see what I'm saying. Um, and people are going to struggle to establish trust and authority, but that's what I would be prioritizing right now.

Barry Hott: If you don't love traditional lipstick, you're going to love Jones Road Lip Tint. Shout out to Jones Road. Shout out to uh Bobbi Brown right there. One of the most, one of the biggest weapons that Jones Road Beauty has is right there. That's Bobbi Brown. She is one of the most, one of probably the number one authority in the in the makeup space. And not only is she an authority, but this is being shot in an authentic manner. So, that is I mean, I have no idea if this one's doing well or not, but I I at least I love the the thought that's going into this. There's a lot of authentic visual aesthetic that's going into this that makes a lot of sense and having her authority with that, that's an incredible killer pairing.

Barry Hott: Um, but yeah, make content that your audience consumes. You want to make ads that align with the content your audience consumes, human-made or AI. Right? If your audience is consuming AI content, then make AI content. If your audience is making human stuff, then try and make human stuff and also maybe use AI to make that. Um, but you want to be focusing on quickly and unambiguously being relevant to your audience. That is what matters the most. And you want to be empathizing with your audience and empathizing with the creators that make the content that your audience consumes. So if your audience consumes a lot of stuff from like, I don't know, Mr. Beast or WhistlinDiesel or any number of content big content creators, right? If you can emulate or or empathize and then emulate what kind of content they're generating for those platforms, you'll benefit from it.

Barry Hott: Um, so if you're into AI, if your audience is into AI, maybe making some sort of like weird AI little thing like that, like a bag, maybe that's going to be good. Maybe not. Maybe it's going to work for your regular audience anyway, regardless of it being AI or not. I don't know. We'll see. We will see. But remember that it's going to be gradual if this changes.

Barry Hott: Um, and as AI shifts the look of the feed, um, the definition of native is going to shift with it. And also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again real quick though.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone was looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native will keep shifting with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds. And if that's true about me, I'm one person, imagine how different the content that I'm consuming is different than you, any of you. So we're all seeing different things and we're all it's hyper-relevant to us. And there are going to be some things that are going to be relevant to a lot of us, um, but there's also going to be a lot of things that are going to be too specific. Um, and here's, you know, as AI shifts the look of the feed, the definition of native is going to shift with it. Um, and also consumers might soon become immune to AI image ads. As everyone's seen all of these on Twitter and all these new tools that can make thousands of image ads for you in, you know, a second for for 5 cents. I I think the market's going to get flooded with this stuff and it might take some time, but I think audiences are going to get really bored with it and algorithms are going to not, is are going to start to move away from delivering a lot of these. I could be wrong. Hey, I could be wrong, but I think that this type of image ad is so far from the kind of content that consumers are consuming on social media. I don't, you know, I just I struggle to see how a lot of these will continue to be relevant, but maybe they're different enough, maybe they're relevant enough quickly to the right audiences that they're still going to work even though they are clearly ads. I don't know. We'll see. We will see. But it's going to be gradual if this changes.

Barry Hott: Um, real quick here, uh, just, you know, to be a a buzzkill, um, people are going to be starting to get flooded with misinformation as if they're not already. Um, and it's going to become harder to trust and verify the authenticity of some content. This is just a scary part of uh what's happening. And I'm bringing this up because there might be regulations on how uh fake or AI content can be created or distributed. But also, just to keep this in mind that this is something your audience is dealing with. And people are dealing with it in different ways. Some of them are just consuming it and believing it. Some of them are like, whoa, I don't know what to believe anymore. And some of them are like, oh yeah, I definitely know this stuff is fake. So, the world is changing and you got to pay attention to it. Don't don't shelter yourself. You need to as a marketer, as an advertiser, you need to be aware of what's going on here.

Barry Hott: And what's next? AI software and agents are going to help produce and guide more relevant ad creation, right? Uh, as as Alex has talked a lot about, um, ad platforms are also going to be taking away more manual controls. If anything we've seen over the years, Meta has been taking away ad controls from users and they're also building more and more AI creative options right into their platform. And I think authentic authority is going to reign supreme and it's going to only become more and more valuable. Now, let's see if this one is AI or real.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? Are the big insurance companies increasing your rates every year? Now, is that real? Is that the clip that I used to base all the other clips on? Or is that also AI? Does it even matter? is a question I got there. Um, that, oh, someone said fake but best looking. Someone's saying AI. No, that was the real thing. That was a real person. Um, yeah, this is this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. Um, but I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I mean, like the telltale signs that we talked about about the uncanny valley, they're just not here. Like, I don't I don't see them. I don't smell and like, I've made a bunch of these. Um, and almost all of them pass my sniff test. So, the fact that right now all you can do is eight-second clips is great. Uh, in that, you know, it's limiting, but it will be very interesting in the near future when people can start stitching together those eight-second clips, uh, or using them in different ways or just using them as hooks. Because now, for me to get this piece of content, I would have had to like, if I wanted to get this piece of content from a creator, I'd have to find the right creator who had the right look, who was in the right age demographic, who had the right accent, right? Who's able to read the line the way I want them to, which is that's one of my biggest problems. I I put in the word incredulously in the in the reading of the line and I was able to get that in basically, I mean, this was maybe V4 that I tried, and the previous versions were just aesthetic differences, but like the read was perfectly good. Again, this is using VEO3. This is using Google VEO3 without even trying very hard. Um, especially the fact that like this audio, I didn't have to do the voiceover. That's VEO did that. VEO did her audio with the inflection and the pacing and the timing. Now, that is new and that is exciting and also terrifying for a lot of reasons. Uh, as someone who makes ads and is in ads, um, it's kind of awesome that I can actually make stuff like that. Um, yeah, if someone's looking closely at the interior of the car, I actually kind of chose a version that like, yeah, that's kind of it was actually wasn't perfect, but she's pretty spot on. Um, but I did intentionally choose something that like was a little funky, but I've made some in here that are not funky at all. This is using VEO3. This is using Google VEO3, which just came out, you know, days ago, which was incredible to have the timing of making the benefit of making this deck uh very last minute was that I got to play with a new tool uh just in time to put it into this. So you're getting like hot off the press's content. Literally, I just made this like two days ago. Um, but yeah, this is scary. I like seeing a lot of you are scary here or kind of like saying like, whoa, that's weird. But I'm just going to play it again just because it's fun.

Barry Hott: Stop overpaying for home and auto insurance. Do you even know how much you're paying? I think we're getting better. I think these are getting a little bit better. Let me know. I don't know. Maybe this one's worse than the other two. I actually think this is better than the last one. Um, someone, okay, someone definitely said it's worse. Someone said it's fake. Maybe that one is fake. Maybe that one is. Maybe the link lip sync isn't good. Maybe that's a lag. I don't know. I don't think it is.

Barry Hott: Um, but yeah, those were those are fake. Yes. Okay. Someone said steering wheel's in a weird place. Sure. You guys haven't heard of hiring actors before. Okay. Well, yes, those are those are fake. Yes. Okay.

Barry Hott: So, what's the future of social advertising?

Barry Hott: It's going to keep evolving and fast. What looks native today may feel stale in six months. I I think that fundamentally, that that premise is why so many people are struggling with advertising right now. I think there are a lot of people who made ads like two, three, four years ago that expected them to keep working and keep working and keep working and kept iterating on those same things. And then now the content isn't relevant anymore. And they can't understand it or understand why that's happening, but that's what's happening. So you have to stay up, you have to stay relevant with your audience and make sure you're making content that matters and make sure that it makes sense to and relates to your audience. Um, and people are consuming hyper-relevant content now. The stuff that I see in my feed for like my personal life is very different than the the stuff that I see for my work Instagram account. Like, by the way, have multiple Instagram accounts. If you want to, you want to want me to like prove to you that this is true, just create a new Instagram account and go watch, stop, like find a piece of content and stop and watch it. That's different than your normal set of interests and you will see that the algorithm will start showing you more of that content. Go search for something. Go search for chess. Go search for trains. The second you start engaging with that stuff, it will start in your regular feed on Tik Tok or Instagram, Facebook, whatever, it will start showing you more of that content. So, you can be intentional about it. Like I literally have one for about, I have an Instagram that I go to to look at car stuff. I have an Instagram about like beer stuff. I have an Instagram about ad stuff. And each of those have different feeds.