AI content tools, platform fatigue and the newsletter revival dominate marketing conversation

A resource list making the rounds among marketers this week catalogs more than 25 AI tools and workflows aimed at changing how content is created, compiled from a session at a recent social media marketing conference. The list, summarized with ChatGPT, covers use cases across content production, repurposing, and automation.

Platform fatigue is the other big theme. A video gaining traction features a creator explaining why she walked away from Instagram despite having more than 200,000 followers, quitting TikTok as well to go all in on YouTube. Her argument: creators should pick the one platform that matters most to their business, and YouTube allows deeper, more meaningful content than the fast-scrolling formats elsewhere.

The debate reflects a broader reassessment of where businesses should invest. One ergonomic pillow and bedding brand stopped posting on all social channels in 2023 yet continued running Meta ads and leaning on email marketing, and grew its business ninefold that year. A prominent email marketing educator runs successful ventures with no Facebook presence at all, relying on LinkedIn and only recently testing Instagram.

Substack is also being talked up as an alternative for creators tired of battling algorithms and ads. The model combining a regular email newsletter with a hosted web version is drawing creators who want to take back control of their audiences, with platforms like Substack and Beehiiv the main beneficiaries of the shift.

The common thread, marketers say, is that owned channels and depth are regaining ground over reach-at-all-costs on rented platforms.