Written by Emily Becker

Australian social media algorithms to become optional

The Australian government is proposing new legislation requiring social media platforms to give users the option to switch off algorithm-based social media feeds.

This new regulation is expected to place greater responsibility on platforms to prevent harmful content being shown in users’ algorithms.

Platforms such as Meta, Google and TikTok will be required to comply, and any technology companies who fail to comply may face significant penalties.

Despite some rising concerns that the reforms could lead to censorship in feeds, Communications Minister Anika Wells has said the reforms are focused on safety and risk management rather than restricting speech. Wells has also stated that the proposal is designed to give Australians more control over what they see online.

Introduced for public and industry consultation earlier this week, these rules will allow users to set their social media back to the way it was when the platforms first emerged. Audiences will have to search to find information, and be shown content, only from who they follow.

Dyson’s toothbrush is a lesson in category reframing

You may have seen the news that Dyson has just launched CameraJet, a $799 toothbrush combining brushing, interdental cleaning, a tiny camera and connected tech, so you can actually see inside your mouth as you clean.

Sounds like a straightforward product launch, but with a thought-evoking creative campaign to support, Dyson once again shows the strongest brands don’t just compete within a category; they get to decide how we think about it altogether.

Oral care has always been talked about in clinical terms: plaque, cavities, gingivitis, prevention, as Vogue points out. Lately though, brands have been borrowing the language of beauty and wellness, making products people actually want sitting on their bathroom shelf.

Dyson has leaned all the way into that. Forget the camera and the tech; the real move here is taking a mindless twice-a-day habit and giving it the same weight we give our skincare and haircare routines.

In communications, we tend to start with “what do we want to say about our product?” when sometimes the better question is “what conversation do we want to change?”

Dyson is a textbook example of why you should look past your traditional competitors and focus instead on the cultural shifts and neighbouring categories that can turn something familiar and tested into a whole new market.

The CameraJet has us rethinking oral care altogether and proves great comms doesn’t just win a slice of the conversation, it changes it.

Plumbers take centre stage at Rheem

On Monday night Rheem Australia held its 9^th annual Aussie Plumbers Hidden Talents competition.

The yearly program is designed to celebrate skilled plumbers and give finalists the opportunity to share their stories and connect over creativity within a broader community, outside their trade. It reflects Rheem’s commitment to supporting the plumbing industry by celebrating diverse talents.

With a “dressed to the nines” theme this year, entrants showcased a diverse range of skills, from wakeboarding to volleyball.

Hosted by Shane Jacobson, an Australian actor and entertainer, the live-streamed finale saw second-year apprentice Ryan Williamson, who shared his talent for cliff jumping, take home first prize.

Rheem is an IMPACT client.

ABC tests new AI tool to streamline digital publishing

ABC is piloting an AI-assisted workflow which converts regional radio news bulletins into digital articles.

The goal of this trial is to assist more local stories to reach online audiences. It will be used across more than 40 regional radio stations to help publish local stories online to reach more audiences.

The in-house tool called ABC Assist will reformat existing radio scripts into web-friendly news briefings, yet the company has confirmed that the artificial intelligence will not generate original journalism. Reporters will still write the stories; the AI will only help to adapt them for digital publication.

ABC has also stated that content will be fact-checked, edited and approved by writers before being published.

Internal trials so far have found that the new workflow can reduce the overall time spent on repurposing content by up to 50 per cent, thereby freeing journalists to focus more on original reporting.

The pilot launched in July, involving 100 ‘AI Champions’ from across the organisation, and is available on the ABC news website and app.