🤖 PaLM.

A disappointing trend in social media, fresh Microsoft and Google AI updates, and more. March 15, 2023 [Read in browser]( [logo] [sponsor]( Happy Wednesday. Pop quiz: Do you know your benchmarks from your metrics? If you do, kudos. And if you don’t, [here’s the difference in a single Tweet](. … Just a little something to keep in mind for that next strategy session. AI MARKETING Big reveals: GPT-4 and Google PaLM [article-image] The updates keep coming. But at least you don’t have to shut everything down and wait for them to load, right? Same, but different: Open AI just [announced GPT-4](, the multimodal version of its famous language model. The latest iteration—which Microsoft admitted is already powering Bing chat—is “more reliable, creative, and able to handle much more nuanced instructions.” Impressive: Besides being an overall better “verbal assistant,” GPT-4 brings plenty of new tools to the table, including… - Understanding images. Take an open refrigerator, for example. Not only can GPT-4 identify what’s inside—it can also suggest what meals you might prepare based on the ingredients. Jeez. - A new API system that can help developers “steer” the language model in different directions. In other words, setting the tone of the language model for a particular app. Early adopters of the new model include DuoLingo, Stripe, and Morgan Stanley, among others. You can test it out too, as long as you have a ChatGPT Plus subscription. Two can play this game: Meanwhile, Google [opened up PaLM](—its language model—to developers. Likely to compete against OpenAI’s effort to help users build apps with GPT. The PaLM API can carry out all sorts of text generation and editing tasks, allowing you to power your chatbot, summarize text, and even code. Yes, just like ChatGPT. Not done yet: In addition to PaLM, Google has two more enterprise tools for users, namely… - Vertex AI to help enterprise companies train and deploy machine learning models. - MakerSuite app builder, a tool that allows you to quickly “ship new experiences” including bots, chat interfaces, custom search engines, and more. Why we care: Each of these improvements could enhance your career, your performance, and inspire you to try new things, or even build them. And we have to say, we’re excited to see what you’ll do. SOCIAL MEDIA Uh oh, engagement is dropping … At least if you’re trying to build audiences on Facebook, Instagram, and Twitter. According to a new report, major social platforms [saw a drop in overall engagement]( between 2019 and 2022. What a let down: It’s not just a decline in user activity, but also in accounts posting content on the platforms. - Facebook’s overall engagement rate per post per follower is 0.06%, with median weekly posts across all industries being 5.04. Media companies post most – 73.5 posts per week. - Instagram’s engagement rate per post per follower is 0.47%, with the median number of weekly posts amounting to 4.6 for all industries. Sports teams post the most – 15.6 times per week. - Twitter’s median engagement power post per follower is 0.035%, and the median number for posts is 3.91, with media companies tweeting 70.2 times per week. TikTok looks better: Its overall engagement rate is 5.69% across all industries, and with just 1.75 videos posted per week. Stick to what’s working: On Instagram, Reels and Carousels work best, while Facebook users prefer images and videos. Tweets with videos, photos, or statuses can drive engagement, but in general you should avoid tweeting links. Why we care: If you’re a social media manager or advertiser, you’re off the hook. Turns out those lower engagement rates may not be your fault. People just don’t click like they used to! It’s also a signal your posts and ads require more effort than ever to grab your audience’s attention. Oh, and speaking of getting attention… SPONSORED BY ATTEST Know why so many brands end up going viral for the wrong reasons? [article-image]( Answer: Not doing creative testing. It’s true. These days, any brand can instantly become a viral sensation — or a viral nightmare. Even the biggest brands aren’t immune to it. We can’t name any for legal reasons, but you can probably think of a few. Here’s how to become a viral sensation for the right reasons: [use Attest to test your campaign creatives with your target audience before you launch](. Attest gives you a direct line to millions of consumers. It’s like having your ideal customer on call. You can relax knowing you have the expertise of a research agency behind you at the speed (and price) of a self-serve tool. Want to use data to make great business growth decisions? Don’t guess your next ad campaign creative. Test with Attest. [Get started with Attest.]( ADVERTISING There are really only three use cases for advertising. Do you know them? [article-image] Advertising can feel like a complex, brain-squishing task. But not today. Today, we’ll keep it simple. We came across a useful [theory of advertising by Alex Greifled](, and she brings up an interesting point. Alex says there are only three use cases in advertising: #1 – Demand generation, when you want to create demand for a new product. You’re talking to people who probably aren’t interested in buying what you’re selling until you convince them. This is also known as awareness stage or “top of the funnel” advertising. #2 – Demand capture. Once you’ve increased brand awareness, you can start capturing the high-intent audience that took interest in your product. These campaigns are intended for conversions, as you’re using ads to help close a sale. #3 – In-market demand capture, when an audience wants to buy a specific product or service and they’re “brand agnostic” – not showing preference for any particular brand. You should intercept these people to alert them that you’re selling what they want. Of course, you need to convince them that yours is the best. Okay, simple enough. So what’s the issue? Alex says the main problem is that everyone wants to do all three at the same time effectively. And that’s difficult, and often wasteful. So instead of putting your paid ads under the unrealistic pressure of doing everything all at once, pick just one of the three and go all in to see results. And repeat. Sound good? Or are you more of a jack-of-all-ads person? In any case, let us know what you think of the framework above. We’d love to hear! SPONSORED BY STACKED MARKETER PRO 16 daily marketing tasks that AI can help you check off fast [article-image]( AI tools are writing content, creating voice-overs, producing images, and more. Maybe that sounds exciting to you. Maybe it’s overwhelming… or even a bit of both. Creating more marketing content faster with AI is what our latest Stacked Marketer Pro report is all about. ["A Marketer’s Complete Dive Into AI - Part 1”]( reveals sixteen daily marketing tasks you can accomplish faster with AI. [Try Stacked Marketer Pro for just $7 now to rev up your marketing.]( THE CREW’S INSIGHTS What you need to know before you can write effective copy [article-image] There is no such thing as universally-good copy. Why? Because copywriting is context-dependent. What works on a billboard may not work in a sponsored newsletter ad, and vice versa. In our recent [Copywriting Essentials Course](, we broke down the pieces of context you’ll need before you can write good copy. Our advice? Don’t write anything until you’ve got the following pieces in place: - The channel you’re writing for. You need to know where your copy will show up, what will appear around it, and why your target audience is there. This will inform the way you write your copy. - Your technical limitations. If you’re writing for Google Ads, for example, there’s a limited number of characters you can use. Figure this out before you write any headlines. - The copy format. For example, if you’re writing copy for Facebook Ads, you should know whether you’re writing for static-image or video ads, and so on. Once you’ve got these three pieces down, you’ll want to create a wireframe that helps you visualize your copy and understand how your target audience will experience it. And if you want to create a wireframe in seconds—plus learn how to write excellent copy—you can try the Copywriting Essentials Course for just $7 [when you sign up for Stacked Marketer Pro.]( Good luck! ROUNDING UP THE STACK [COPYWRITING:]( Too swamped to write that campaign or funnel? You could open a Google Doc for the umpteenth time—or you could hire a professional who’s written for multi-million dollar brands… like Joe. [But book while you can, his calendar fills quickly!](* [B2B:]( How do you run effective B2B campaigns for LinkedIn? Use display ads, optimize them for mobile, and prioritize creative, purpose-driven brand building. LinkedIn’s top advertising trends report for this year has more insights – a worthwhile read if you’re running ads. [STREAMING:]( Can’t skip these ads. Netflix’s ad supported tier continues to grow and is projected to hit 10M global subscribers this year—and 18.5M by the end of 2024. That’s a lot of potential eyeballs for your brand… [ADVERTISING:]( Worrying about “harmful content” just isn’t a priority these days. Seems advertisers are shifting their focus to performance metrics and away from virtues like quality and trust. Why? To boost the bottom line. Sounds like an opportunity to stand out to us… *This is a sponsored post BRAIN TEASER Two fathers and two sons went fishing one day. They were there the whole day and only caught three fish. One of them says, that is enough for all of us, we will have one each. How is this possible? You can find [the answer here.]( [poolside-logo] POOLSIDE CHAT Time to throw away the air pumps? [article-image] In today’s episode of “what future kids won’t have to worry about,” we introduce: [Non-deflating basketballs](. This 3D printed basketball is made from elastomeric polymer, a material that keeps it inflated at all times. Genius, right? And don’t worry, it’s still the same size as a standard basketball, bounces beautifully, and doesn’t need an air pump needle. It’s durable, too. Researchers tested the ball by hitting it with a baseball bat at full strength—and it survived. Now it’s time to take it to the streets. Who wants to shoot some whooshy hoops? SHARING IS CARING Here, drink out of this. We’ve got just the mug to go with your coffee, tea, or… whatever you drink in the mornings. All you have to do is share our newsletter with other smart marketers. Once you get to 30 referrals, we’ll send you the coveted Marketer’s Mug. And you’ll unlock other prizes along the way, like: - The Crew’s Top 10 Insights (2 referrals) - The Ultimate Holiday Marketing Deep Dive (4 referrals) … And more. Sip. Mmm, not bad. Share the referral link below to get started. [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria