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Stop blindly creating social media content — try this instead

Plus: What makes a customer happier? | How to hire low-experience, high-potential people | AB testing your checkout page | AI is changing work, ready or not | And more

Author

Paul Campillo
February 15th, 2024

Aloha. Here are the most valuable (what I think) articles of the previous two weeks. I pour through maybe 50-100 articles to get to this final list.

I hope you find just one useful idea.

Table of Contents

Enjoy.

The Latest

OpenAI introduces Memory to ChatGPT

Tired of repeating yourself to everyone’s fave AI? Well, pretty soon, you won’t have to. If you have a certain way you like things done, or a stickler for a specific format, ChatGPT will remember your preferences and oblige.

ChatGPT is getting ‘memory’ to remember who you are and what you like

How well do you want your chatbot to know you?

www.theverge.com/2024/2/13/24071106/chatgpt-memory-openai-ai-chatbot-history

You get to decide what it remembers and doesn’t remember, or so they say. OpenAI also says that they will block any health information you share, and that you are ultimately in control.

You can also toggle Temporary Chats, which is the equivalent to incognito mode, but the real question is, do you trust them with your data?

Memory is in beta, so it’s not available to everyone yet. If you use ChatGPT, will you turn Memory on, off, or somewhere in between?

Do you plan to use the ChatGPT's Memory feature once it rolls out?

Login or Subscribe to participate in polls.

Virtual product placements are here, courtesy of AI

From the New York Times:

Product placement, one of the oldest tricks in advertisers’ toolbox, is getting an A.I. makeover.

New technology has made it easier to insert digital, realistic-looking versions of soda cans and shampoo onto the tables and walls of videos on YouTube and TikTok. And a growing group of creators and advertisers is grabbing at the chance for an additional revenue stream.

A.I. Fuels a New Era of Product Placement

Realistic-looking shampoo bottles and seltzer cans are popping up on videos from digital creators on TikTok and YouTube in a new form of old advertising.

www.nytimes.com/2024/02/01/business/media/artificial-intelligence-product-placement.html

The world’s most responsible AI — and it’s not what you think.

Threads Launches Trending Topics — do you even care?

“Shot on iPhone” — for you camera nerds.

Blue Sky, a decentralized Twitter clone, is now open for business.

The Xs

Brand Experience

Leading brands are convenient

Know the saying "Selling is hard"? It’s only hard because buying is harder.

That’s why consumer convenience remains an evergreen buying trigger, even though more profound experiences probably come from inconvenience.

But we’re talking consumers here. And they want it now, fast, easy and cheap. And you can’t do all three, but when in doubt, err on the side of however your market deems convenience — even over price.

So, how can you make your business, product, website, pricing, and anything more convenient?

Leading Brands Are Convenient - Branding Strategy Insider

The biggest challenge in marketing is indifference. Because convenience is the most powerful factor in the marketplace, bar none.

brandingstrategyinsider.com/leading-brands-are-convenient

AI & Creativity featuring Robert Wong

Marketing Experience

Stop blindly creating social media content — try this instead

So, how’s your social media marketing going? You know it’s FREE to post, right? And think about ALL that FREE traffic out there, just itching to buy your stuff.

Only, it’s not free. And if you’re not careful, you will create, create, and create some more, with very low returns.

So what do you do?

MORE VIDEO!

You know it’s true. But wait, there’s more…

MORE LIVE VIDEO!

There. Maybe must-see TV isn’t on-demand anymore but LIVE.

  • Instagram has 100 million people watching lives daily.

  • YouTubers spend over 5 billion hours a year on live content.

  • Live content has 3x more engagement on Facebook than non-live content.

  • On LinkedIn, it causes 7x more reactions and 24x more comments.

But if the medium (video) matters, the message matters even more.

  • Do you have original ideas that people rarely talk about?

  • Do you have a unique point of view or opinion?

  • Did you collaborate with or have a unique partnership?

If not, you might want to think twice. There’s so much noise that finding a strong signal is hard.

You know the deal. Add value. Be entertaining. And most of all, have a personality or hire someone who does.

More from Neil Patel here (I wonder what his photo shoot was like):

You’re Wasting Your Time Creating Social Media Content

Just look at how much content is published on each platform daily: Let that sink in for a second. Just between those 6 social networks, over 1.1 billion new pieces of content are being published. That’s why social media doesn’t get as much engagement as you may want.

neilpatel.com/blog/wasting-time-social-media

Deinfluencing with change brand marketing as we know it

From the article:

“Deinfluencing is an emerging social media trend that discourages consumers from buying certain products that the deinfluencer has found to be indulgent, ineffective or not worth the money,” Kris Ruby, a social media analyst and president of [Ruby Media Group](https://rubymediagroup.com/), told CNN last year.

Deinfluencer culture hinges on social media users sharing information about items that are overpriced, of questionable quality, produced unsustainably or unethically, and are just plainly unnecessary to have.

So, what happens when deinfluencers collide with traditional influencers? It's a showdown between raw honesty and selective transparency, or put another way, revealing versus concealing the true nature of products.

More below 👇

The Rise Of Deinfluencing Will Change Brand Marketing As We Know It | Essence

Digital influencer culture has reigned supreme for years now, but cost consciousness has paved the way for a new batch of creators that are urging us to put our wallets away.

www.essence.com/news/money-career/rise-of-deinfluencing

User Experience

AB Testing Checkout

Yoav passed this one on to me. Thinks it’ll be useful for you.

Avi Moskowitz on LinkedIn: “A lot of people don’t realize how much you can actually test…”

AB testing on your checkout page.

www.linkedin.com/posts/moskowitzavi_a-lot-of-people-dont-realize-how-much-you-activity-7162825985841639424-TsU9

❝

It seems that the internet’s greatest potential is to create intimacy across distance.

We still have a long way to go.

Customer Experience

What Really Makes a Customer a Happier Person?

I looked at this list, and I approve.

  • Customer Autonomy

  • Give Your Customers a Voice

  • Listen to Your Customers

  • Be Grateful to Your Customer

  • Transparency and Honesty

I imagine doing this in any kind of relationship would make someone happy. However, turning principles into tactics is another story.

More below:

What Really Makes a Customer a Happier Person?

Boosting customer satisfaction is an essential practice that can be harder than we think, especially in a contact center environment. Ultimately, we need to ensure the customer is, above all else, happy.

techbullion.com/what-really-makes-a-customer-a-happier-person

Employee Experience

How to hire low-experience, high-potential people

Hiring is hard. Here’s a useful guide on what to look for, especially when the ‘experience’ pool is low, but the ‘talent’ pool is high.

How to hire low experience, high potential people

Finding diamonds in the rough

worktopia.substack.com/p/how-to-hire-low-experience-high-potential

The future of work and employee experience

A nice opinion piece on the future of work. Some ideas that stood out for me:

  • Viewing HR as a business function, not just a business enabler

  • HR as a catalyst for career growth

  • Culture is not a standalone component but the driving force of the way of life in the organization

THE FUTURE OF WORK AND EMPLOYEE EXPERIENCE

The future will see transformative trends and shifts wherein the fundamentals of work, workforce, and workplace will be redefined.

yourstory.com/2024/02/the-future-of-work-and-employee-experience

Data Experience

LLMs and the future of work

There’s probably no data set more valuable to AI than your own.

As we found at REP AI, generative AI based on general knowledge is not very useful or practical for eCommerce.

So we tailored gen-AI, first for eCommerce and second for each brand.

Tailoring LLMs is a great idea, such as creating your own GPTs, or something comparable is future-facing—a topic I will continue to explore further.

Here’s a provocative article and breakdown of how LLMs work (not only custom LLMs) and their potential impact on how humans will work.

Large Language Models (LLMs) and the Future of Work

Large Language Models (LLMs) based on deep learning have been a part of the technological landscape since approximately 2018. How will they impact work in the future?

www.oodaloop.com/archive/2023/11/29/large-language-models-llms-and-the-future-of-work

Final thoughts

Van Gogh brought to life (sort of)

This story is less about the story itself—using AI to bring Van Gogh to life using his personal letters and private thoughts.

"Hello Vincent": Artificial intelligence brings Van Gogh to life

"Hello Vincent" is a digital version of the painter that is able to converse and answer questions using artificial intelligence to comb through all the information we know about Van Gogh, including his most personal thoughts.

www.cbsnews.com/video/hello-vincent-artificial-intelligence-brings-van-gogh-to-life

No. It’s a mainstream news story that will reach who knows how many people. For some, this will be mind-blowing. For others, scary. And for yet another group, intriguing and interesting.

We are in relationship to AI, regardless of what stance we take. And regardless of our opinion, AI will both deliver value and headaches as we move forward.

Here’s to less headaches.

Until next time.

Paul

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