New features
BeReal is testing a direct messaging feature called RealChat 📨
The article from Engadget discusses the introduction of a new private messaging feature called "RealChat" by BeReal, a French social media company. This feature, which is one of the most requested by users, allows private messaging between friends on the platform. For a message to be deleted, both parties have to do so, and the chat system will reportedly include blocking and reporting features.
BeReal, which was Apple's iPhone app of the year for 2022, is known for its unique approach to social media. It sends notifications at a different time each day, prompting users to quickly share photos taken with their phone's front and rear cameras simultaneously within a two-minute window. This encourages users to share spontaneous moments without spending extra time to perfect the photos.
Despite reports of falling engagement, BeReal claims it still has 20 million daily active users. The company has been busy behind the scenes and has recently launched an integration with Spotify and a feature called "Bonus BeReal" that allows users to post more than one BeReal if they post on time. The RealChat feature is seen as a way to increase time spent on the app and allow friends to comment privately on posts.
engadget.com
Follower number now on Reels 📺
Instagram is now showing the followers count of the advertiser on Reel ads.
Thanks to @howfxr on Twitter for this one.
Insights
3 Industries That Will Be Forever Changed by ChatGPT 🧠
The article by Shama Hyder, founder and CEO of Zen Media, discusses how ChatGPT, an AI developed by OpenAI, is transforming various industries. The three industries highlighted are:
The Legal Profession: AI can help legal professionals save time by filtering through large amounts of legal documentation and datasets. AI can answer complex questions based on this data. However, there are ethical challenges to consider, such as generating false or misleading legal documents, as AI replaces human judgment. There are also concerns about potential infringement of intellectual property rights.
Marketing: ChatGPT could be as disruptive as the launch of the iPhone in 2007. It can generate text, create code for programmers and developers, analyze consumer data, and support existing marketing processes. While some marketing professionals fear that AI will replace them, others believe that human judgment is crucial to understanding buyers and what motivates them.
Business Communications: AI is proving to be a big asset for business communications across industries. AI platforms can encourage effective communication practices through task automation and by providing actionable insights to assist in decision-making. AI can enhance the customer and employee experience by making communication more targeted, automating tasks tied to communications, and delivering real-time research and key insights tied to how communications are received.
The article concludes by stating that while AI can't replace human sensibilities and discernment, it can improve efficiency, bolster creativity, and make businesses more data-driven.
inc.com
Tools
Performance 101: Everything you need to know about performance on TikTok 📈
The article discusses how TikTok can be used as a platform for impactful, engaging, and entertaining advertising. It highlights that 1 in 3 TikTok users are open to purchasing directly on the platform because it's entertaining, and 76% of TikTok-attributed customers were new to the brand, according to brands using e-commerce attribution platform Fospha.
TikTok's performance solutions enable brands to combine creative entertainment and commerce across the entire marketing funnel, from discovery to purchase and beyond. The article outlines three key pillars to successful performance on TikTok:
System Fundamentals: This involves establishing the right data connections and improving business outcomes with optimisation. TikTok recommends advertisers use TikTok's Pixel and Events API to maximise performance. The platform also offers tools for lead generation, app events optimisation, and value-based optimisation. Automation can further boost campaign performance, with Smart Performance Campaign (SPC) leveraging machine learning to run performance campaigns at scale.
Creative that Converts: Creativity is important for campaigns across the entire marketing funnel. To be successful on TikTok, brands should go native, partner with creators, and automate and optimise. TikTok offers tools like the TikTok Creative Exchange (TTCX) and TikTok Creator Marketplace (TTCM) to help brands create engaging content.
Performance Measurement: The article suggests going beyond last-click attribution models, as 79% of all conversions attributed to TikTok by users themselves were missed by these models. Brands can track the performance of their TikTok ads through Attribution Manager in TikTok Ads Manager, use Conversion Lift Studies to analyse the true incremental impact of their campaigns, and understand audience consumption behaviours with post-purchase surveys.
The article concludes by encouraging brands to focus on these three pillars to build effective campaigns on TikTok.
tiktok.com
Social Mind: Social and AI Insights
It's Friday 🥳
Today I'm putting together some proposals and preparing for training and a conference talk next week.
I hope you have a productive end of the week and that you enjoy your weekend!
JP
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