July-August have been exciting times for changes in technology. Consider the following when planning your fall campaigns.

Twitter Became X

Do we still tweet? Or do we x and re-x now? This platform continues to be strong for driving website traffic and conversions. Despite the crazy times, I would stick with this platform. 

When it comes to ads, X has updated its ad formats to make them appear as native in-stream content. Presumably it’s effective because people will view it as a post from someone they follow vs. an ad? Ick.

Action: Whether you advertise on X or another platform, now is a good time to pre-test holiday campaigns so you are bringing your best-performers forward in the Nov-Dec period.
https://www.socialmediatoday.com/news/x-continues-update-ad-formats-make-them-appear-more-native-in-stream/689934/

GA4 Is Here To Stay

The GA4 transition has happened, yet many UA accounts are still tracking data. I think of it as bonus data that lets me complete some weekly reporting but otherwise I have fully transitioned to GA4. 

Tip: If you’re still getting a handle on the new GA4 interface then André Mafei of Upmize has a Looker Studio template that mimics UA. Now, if you have no idea what Looker is then maybe this isn’t for you. But check out this free template here: 
https://lookerstudio.google.com/u/0/reporting/70357074-40fe-41b1-9766-045a5da7e660/page/LLwSD

ChatGPT Can Build a Full Campaign

Please continue to use your brain and expertise. But hey, if the kids are using ChatGPT then you should at least know the most effective prompt structure. Alex Cooper has a great LinkedIn summary of what works. 

Action: If you’re planning fall campaigns, then do a little test.

a) If you have a campaign plan already, then try giving ChatGPT some clear prompts related to your goals and the context. See what it gives you back. Is there anything you could incorporate into your existing plan. 

b) If you are stuck, get some inspiration from ChatGPT as a starting point.

In both cases, the prompt structure should include:

1. The role you want ChatGPT to play – You are an expert in book marketing, specializing in advertising on social media.
2. The campaign goal – You need to come up with <details on the marketing plan> that achieves <result>.
3. Context – Consider the following persona for the book <comp titles, other relevant details, budget>…
4. Ask before answer – Do you have everything you need?

Recommendation: My friend Robert Scales wrote A Beginner’s Guide to ChatGPT [Amazon link] and there are some great prompt examples in there.

Instagram Is More Than a Feed

Action: Spend the 1:17 to listen to Instagram’s CEO tell you where the real growth is happening. 

Spoiler: Growth is in stories and DMs. Sharing and word of mouth is not happening in a feed. It’s in stories and messages. So how do you incorporate that into your fall campaigns?