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Why ChatGPT Can’t Replace Content Creators In Influencer Marketing

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Why ChatGPT Can’t Replace Content Creators In Influencer Marketing

Cooper Munroe is CEO of The Motherhood Inc. For nearly two decades, The Motherhood has connected brands with influencers in every niche.

There isn’t a hotter topic right now than ChatGPT. Marketers in every one of my professional circles are immersing themselves in this tool and chatting nonstop about the implications it may—or may not—have on how we do what we do.

Having been in the influencer marketing space for nearly 20 years, I’ve observed and contributed to an immense amount of discourse as this discipline has grown from the Wild West to the more mature strategy it is today. As a result, I have to say that while artificial intelligence and ChatGPT are the new tools du jour, the themes that emerge as part of this discussion are nothing new.

The headline is this: ChatGPT cannot replace the human touch that is not just optimal but downright essential in effective influencer marketing.

The Human Touch Wins

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We’ve seen the push and pull between campaign automation and human-driven approaches, and human wins every time. When influencer marketing first began, each and every aspect of a campaign was done by hand. This was by pure necessity since we were essentially building the playbook and executing this new marketing tactic simultaneously. Those early days required a strong foundation of brand marketing experience, smart instincts and a whole lot of grit.

As we got a little further down the road and the tactic began to earn its place in the marketing mix, the industry looked for ways to scale efficiently. What we were doing on a relatively small scale had proven itself as a viable tactic, so brands wanted to scale up in a big way. So, we entered the automation era.

Splashy dashboards promised to take all of the work out of influencer marketing. By setting some filters, checking a few boxes and drafting email scripts, a marketer could enact an automatic workflow that engaged hundreds—sometimes thousands—of influencers all at once. The industry bit, and many brands initially invested in those dashboards.

Soon, however, the tide turned as they experienced the limitations, risks and potential drawbacks of relying solely on automation for influencer marketing. Successful influencer marketing requires building relationships with influencers, crafting personalized campaigns and creating authentic content that resonates with the influencers’ audiences. These tasks require a tailored approach for every client, as well as the ability to understand the nuances of influencer marketing, specifically the unique nature of working with content creators.

Any smart marketer will tell you that technology can help streamline aspects of a campaign, but you won’t find an experienced strategist who will recommend relying solely on automation for influencer marketing.

The best influencer marketing approach is a hybrid one: human-driven campaigns enhanced by technology. Sound familiar?

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You Can’t Use A Tool Effectively Without A Driver

With ChatGPT generating text with the mere click of a few buttons, I can see why many are questioning whether this new language model will replace content creators. If AI is so good at natural language processing and personalization, it could seem like a worrisome proposition.

Don’t sound the alarms just yet, and here is why: Effective influencer marketing relies on the ability to create genuine and engaging content that resonates with the creator’s audience, and this requires creativity, empathy and a personal touch that is difficult for AI to replicate.

AI can certainly be a tool in marketers’ and influencers’ toolboxes. ChatGPT can be a viable way to get the ball rolling on ideation, concepting and research, but those who use these tools as a shortcut to a finished product, rather than a starting point, will likely suffer.

The best, most effective marketers work hand in hand with influencers, and the most effective influencers are those who connect on a person-to-person basis with their followers (thus the incredible power of nano- and micro-influencers). They’ve spent years building a community of followers who trust their content and their recommendations.

The implications on search engine results remain to be seen, but social media content that lacks an influencer’s unique touch will likely impact engagement, which will affect their ability to attract and negotiate brand deals. We’ve already seen verbiage being written into influencer contracts that prohibits them from using AI-generated content for sponsored campaigns.

We’d all be wise to keep tabs on AI developments, but I am confident that authenticity will continue to reign supreme. Influencer marketing requires experienced professionals with real—not artificial—intelligence to use tools in a smart way to engage creators who ultimately connect with and influence their followers on a personal level. Tools can enhance but cannot replace that human touch.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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