ChatGPT has taken the world by storm (not by surprise.)
The AI platform surpassed everything and anything any tool would have performed to date.
To speak numbers here, Instagram took 5 months to reach 1 million users, while ChatGPT took 5 days.
This is some infinity-level times growth ChatGPT has shown.
Let’s dive into the most outstanding innovation and how it influences Influencer marketing, storytelling, and content creation.
Know ChatGPT
ChatGPT is a language model trained by OpenAI based on the GPT (Generative Pre-trained Transformer) architecture.
ChatGPT generates human-like responses to natural language inputs and coherent and contextually appropriate responses to various questions and prompts.
Any innovation that comes into the picture, human usage, relatability, or creativity comes into question. The same happened when ChatGPT was introduced.
But it’s crucial to remember:
“Calculators did not replace mathematicians… 3D printers couldn’t replace sculptures… Cameras cannot replace artists who ace human portraits”.
Instead, they made it better.
ChatGPT Role in Influencer Marketing, Storytelling, and Content Creation
Less Brainstorming Sessions
Coming up with fresh, engaging content ideas is a challenge all marketers face. The good news is that with the help of ChatGPT, brainstorming sessions can be minimized.
With its ability to analyze data and generate content ideas based on audience insights, ChatGPT can quickly generate content concepts for social media, blog posts, and other marketing materials. This means less time invested in creating content from scratch and more time available for refining and optimizing content.
Effective Time Management and Cost Saving Aid
Automated content creation is not only time-efficient but also cost-effective. Meaning to say brands can save on the cost of hiring additional staff or outsourcing content creation to an agency.
The automated content also saves a lot of time since it gives a head start for brands investing in content creation, or the resources required are considerably less. ChatGPT can help generate different content types, from blog posts to social media captions and even video scripts.
AI can be in Anyone’s Shoes
ChatGPT’s versatility means it can create content in any style or tone, making it easy for brands to target any demographic.
Giving prompts like “act like a GenZ influencer” or “create content for a luxury brand,” ChatGPT generates content based on that specific audience or brand persona.
This makes it easier for brands to tailor their messaging to specific audiences, without spending time researching and creating the content themselves.
Clears the Writer’s Block
As a content creator, it’s common to hit a creative wall (i.e.,) experience writer’s block. Content creators can now clear their minds and let the AI generate fresh ideas or suggest new angles in storytelling for their campaigns.
ChatGPT can generate captions, headlines, and even outlines for longer-form content, providing a valuable starting point for content creators struggling to come up with new ideas.
Analyzing Influencer Profiles Using ChatGPT
Let’s explore how ChatGPT can help in the Influencer marketing process.
Here’s the prompt I gave to ChatGPT to analyze an influencer’s Instagram profile:
And the results were not so surprising because this is expected out of the AI model:
This information is a gold mine for any marketer who wants to start their influencer marketing journey.
BUT…
Is the information shared by the AI language model accurate, and is the data updated? No.
For starters, the influencer’s follower count is not up to date:
*Screenshot was taken when writing the blog; the follower count might have increased when you read this.
And, moving on to the engagement rate part, pretty good information. Though the data is not in-depth, it’s a good starting point for marketers to have an idea about the influencer.
I had to ask the ChatGPT to provide extra information about the influencer’s audience demographics part:
The above information is to the point. (cross-verified with Qoruz, an influencer marketing platform)
Well…Well… If you take a minute to cross-verify the information from the ChatGPT screenshots and Qoruz, you’d know how far the Ai language model can help brands and marketers in influencer marketing.
The information is accurate in this part. Let’s debunk the brand alignment part. As per ChatGPT, the influencer is best for brands in the lifestyle, beauty, travel, and fashion industries.
Which she is…
There’s another factor that comes into the picture when deciding to work with an influencer. Influencer cost. And the answer to the prompt is:
To answer on a safe note, ChatGPT is a wonderful resource tool for marketers trying to start their influencer marketing campaigns.
But having the information only from ChatGPT to make decisions is not advisable. Because the AI language model is updated with data until 2021, and if its version improves, there’s a chance to trust the platform solely.
Limitations in ChatGPT
Every great innovation comes with hurdles, and so does ChatGPT.
Outdated Data
The data used by ChatGPT is only updated until 2021. This means that any information generated by ChatGPT may not be relevant to current events or trends (i.e.) it doesn’t provide real-time information (at least for now.)
For instance, brand marketers may not be able to ask ChatGPT for the latest trending hashtags for lifestyle brands. They will only get information based on the available data until 2021. As a result, the information provided by ChatGPT may not always be accurate or up-to-date.
Generic Content Generation
Generic content is all brands can get from ChatGPT. While it can generate text on various topics, the quality of the content may not always meet the brand’s expectations. The generated content may not be specific to the brand or its industry.
Consider a company in the healthcare industry that uses ChatGPT to generate content for its website, the generated information may not be in-depth like a healthcare professional could write and may end up being generic.
ChatGPT may or may not give you the right answers but intends to provide well-written (watch out for the patterns) and logically sound answers to the questions.
And this, perfectly written, might do great justice to the storytelling part in influencer marketing.
When the use of ChatGPT to create content increases, the audience’s trust factor might take a hit.
Need for Extensive Editing and Tweaking
The content generated from ChatGPT requires a lot of tweaking to get relevant content. The generated content may not always be tailored to the brand’s specific needs and may require additional editing and tweaking to make it relevant.
This can be time-consuming and may result in the brand spending more resources than it initially anticipated.
Unanswered Questions Regarding the Impact of ChatGPT
As mentioned earlier, the most incredible innovation is subject to limitations and multiple questions.
Question 1#
Who is a content creator, then? A person who is creative and able to create content of their own.
Or someone who gives a prompt to AI and asks for content ideas.
Does it ethically make a person a creator? Who is the owner of the content here?
The AI tool or someone who gave the right prompt?
Question 2#
Will AIGC take over UGC?
Marketers have an unshaken trust in User Generated Content (UGC.)
Now that ChatGPT is trending and AI Generated Content (AIGC) is most commonly used, which is better?
Will consumers differentiate between AIGC and UGC? If so, what would be their behaviour towards trusting a brand or service?
Brand marketers obsess over producing authentic content that’s best for the brand. ChatGPT has a limitation of producing generic content. Now AUTHENTICITY is at stake!
Question 3#
Is there a way to filter AI-generated content from human-generated?
If so, what would be the behaviour of search engines and social media platforms algorithm towards AIGC?
Search engines’ guidelines state that the brand’s content should resonate with the audience, answer their questions, and should not be plagiarized.
Now that none of the above happens in AIGC, will search engines penalize websites for using AIGC content?
It’s safe to say that using AI-generated content is still in the gray area. Neither is considered a red or green flag.
Speculations still exist. As long as there’s a judgment from the ones who decide how the search engines and social media platforms algorithms must work.
Conclusion
ChatGPT is a wonderful resource for wanna-be marketers, even experienced marketers in influencer marketing.
ChatGPT helps kick-start any marketer’s journey in Influencer marketing and may not be the only tool to rely on to run the entire campaign because of its limitations discussed above.
The possibility that AIGC threatens most content creators/writers is far ahead of the conversation; it’s also time to consider the content consumers.
How will they treat the content brands produce knowing it’s an AIGC? Would that significantly make a difference, or wouldn’t it bother them?
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