Youtube finally arrives at the hashtag party, the struggle of building an AVA’s identity, wine marketers catch on to big data, the wine world reacts to global warming and Facebook teaches AI to understand humans. Read on for these stories and more of the week’s trends and news on today’s Friday Five.

1. Youtube finally arrives at the hashtag party

More than ten years after the hashtag made its appearance on Twitter, and much after it’s spread across major social media channels, Youtube is finally making important use of this powerful tool on its own platform. In a nutshell, hashtags in Youtube video titles and descriptions are now hyperlinked, with the first three hashtags in a description automatically showcased above a video’s title if no other hashtags are included. Mashable announced the update, lamenting the limitations of this unique approach to hashtagging and its visibility. With hashtags in comments left out of the conversation, they fear Youtube’s new feature misses the mark when it comes to finding the most relevant and up-to-date content via tags.

How can your brands get smart about the new Youtube hashtags and stay in the conversation?

2. Rome wasn’t built in a day, neither was your AVA  

Marketers craft stories for their wine brands or even for specific wines, but what about that other piece of information often displayed front and center on a wine bottle, the AVA? Building an AVA’s reputation takes time, money and a lot of marketing, as Wine Industry Advisor points out. The country’s youngest AVA, the Petaluma Gap established in December 2017, is feeling the growing pains of this slow process. Marketing for this region began more than two years ago, and the AVA is still seeing a slow integration of AVA labeling by some producers. Ultimately, a lot of legwork has to be done to secure and promote recognition of a new AVA and consumer and critic recognition can be slow, even when uniqueness and quality are already established.

How do AVA’s or other regional identities affect your brands’ messages?

3. Big data is becoming a big deal in wine marketing

Wine marketers are finally tapping into big data technologies that have created a buzz in the rest of the business world for some time. The North Bay Business Journal recently explored the industry shift towards big data analytics after lagging to implement these tools, highlighting two North Coast ventures, CustomerVineyard and Wine Concept and Design, which are both attempting to bring the industry up to date. They’re compiling data provided by a variety of producers with different operations and strategies, cleansing and analyzing this data to transform it into marketing action and in turn, more profitable sales. They want to create a system that is beneficial to various operations. Tapping into this information allows wineries to improve not only DTC marketing and sales but wholesale strategies too.

Does your marketing strategy benefit from big data analytics?

4. How the world’s wine producers are reacting to rising temperatures

Climate change is affecting wine producers all over the world in big ways. This recent report by Phys.org lays out the ways in which certain wine growers are adapting to record-breaking high temperatures and drought. In some cases, adapting means improving vineyard practices, like canopy protection from the sun and planting heat-resistant varieties. For others, it means getting up and moving to a cooler region altogether. Some major wine producers see this change and are sounding the alarm, as well as calling for greater efforts within the industry to curb greenhouse gas emissions.

How might climate change affect the way we tell stories about our brands?

5. Facebook’s latest AI experiment

While it might be surprising to hear, AI systems are still rather limited when it comes to fully comprehend and processing human language. The Verge explains how Facebook’s FAIR AI research lab recently took a stab at this unsolved mystery by conducting an interesting experiment: titled “Talk the Walk”. The dataset released by the researchers was designed to teach AI bots to guide other AI tourists through New York City using maps, 360º photos, and samples of human dialogue. The approach draws from “grounded language learning” that mimics the way humans learn language naturally in their environment. The end goal is to get AI agents perceiving, processing and relaying information as humans do–– one they say may take years of research, but something that will apply to each and every business in the future.

As AI systems begin to bridge the language gap, how will the communications sector respond?

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Author: Sophia Flores-Istin, Account Assistant – Wine Division

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