Know Thy OpponentWant to stay one step ahead of your competition? The updated LinkedIn Pages Competitors Analytics dashboard now includes more insights into your rivals’ performance on the app. You can track competitors’ follower growth, recent posts, and engagement rates. Access to data on what’s working for your challengers can help you stay on top of trends in your industry and identify gaps your brand may be able to fill in. Differentiating your brand from the pack is essential to stand out in a crowded field, and these analytics can strengthen your strategy.
The platform also announced other updates to Company Pages, including features to help build your Newsletter subscriber base and improved discoverability for product pages. In addition to these upgrades, LinkedIn also expanded the rollout of its new Focused Inbox format for InMail. Users’ inboxes will now be divided between Focused and Other folders, designed to filter out spam messages and highlight those most likely to be valuable. Use these new and improved features to make the most of your brand’s LinkedIn presence.
TL;DR: LinkedIn upgraded its Competitors Analytics dashboard to help users stay on top of their competition.
AI Breaks the Internet (Again)If you’ve been on the internet in the past week, you’ve probably heard the term ChatGPT strewn about. And you may be wondering what it is (and what all the fuss is about).
Simply put, ChatGPT is generative AI in a chat format that provides human-like responses to questions or prompts. It’s one of the first AI applications to have a relatively high level of self-awareness and an ability to carry a conversation (e.g. it remembers things it said or was told and keeps track of context without being reminded) that goes beyond other chatbot abilities. This savvy bot can tell jokes and write essays, blogs, and speeches as well as answer questions. But as much as it’s a point of intrigue, ChatGPT is also raising concerns. Beyond the lighthearted conversations and usage of the program, some have speculated that this generative AI model (and others) have the ability to take over and replace copywriters and content creators. For instance, Jasper AI is an AI program that claims to create content for your blog, social media, and website and already has HubSpot and DigitalMarketer as clients.
While this technology is an amazing resource and an incredible technological development, it doesn’t mean it’s time to replace your staff with robots. These programs do, after all, have their limitations. For instance, one of ChatGPT’s largest shortcomings is that it only has awareness of events up until 2021. Additionally, the service does not have an integrated fact-checking component to its software and may provide faulty or outdated information. Ethical concerns about the potential for plagiarism also plague both text- and image-generated content.
It’s important to keep in mind that these tools are exactly that — tools. Use generative AI to experiment, start a project, or overcome writer’s block, as ChatGPT suggests. But remember it’s not original content, backed by thoughtful strategy, or supported with foolproof fact-checking.
TL;DR: Generative AI programs such as the overwhelmingly popular ChatGPT might be the future, but it’s as concerning as it is intriguing. Stay on top of this emerging tech.
What Lit Us Up
Dear Spotify Wrapped, What Is Goblincore?At a time when data privacy is one of the most important issues for Americans, Spotify Wrapped takes the prevailing negative sentiment about data collection and flips it on its head.
When the results are a beautiful, interactive presentation made especially for you that praises your listening habits, why wouldn’t you want in? First introduced in 2013 as Year in Music, Wrapped has become an eagerly anticipated year-end treat for users. Although it’s been running for nearly a decade, the streaming service manages to continue to reinvent this tradition to keep it funky and fresh, adding new elements each year. One of the most notable additions in 2022 was Listening Personalities. In true Myers-Briggs fashion, you’re assigned a four-letter combination that translates into one of 16 personality types created by Spotify.
Between its colorful and Insta-worthy graphics, witty jokes poking fun at listeners, and the promise of new creative insights, the campaign is a brilliant strategic effort that extends the lifespan of traditional content and creates endless UGC with its infinitely shareworthy nature.
While white papers and evergreen content are inherently not as fun as personalized music recaps, there’s no need to be B2Boring — make room for authentic and creative campaigns in your content strategy.
TL;DR: Once again, Spotify Wrapped transforms user data and turns it into an immersive experience for users. New features keep this annual tradition fresh.
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