July 2023 Digital Marketing News You Can Use


Topic: Social Media | Online Advertising

Key Point: Meta’s new Twitter-like app, Threads, reached the 100-million-users mark in record time — quicker than even ChatGPT. Meanwhile, Twitter is languishing following its recent changes in ownership and management. Will Threads go on to drain Twitter of users, or is it just another flash-in-the-pan app that will soon die out?

Nobody has that answer yet, but we do know enough about the current version of Threads to compare features. To keep it fair, the following data matches Threads to the free Twitter version. Twitter Blue users get more perks.

Here are five major differences between Threads and Twitter:

  • Thread posts allow 500 characters; Twitter allows 280
  • Threads accepts videos up to 5 minutes in length; Twitter allows 2 minutes 20 seconds
  • Twitter provides info on Trending posts; Threads doesn’t
  • Twitter allows hashtags; Threads doesn’t
  • Twitter has direct messaging; Threads doesn’t

Threads is gaining popularity, while Twitter is losing users. And to sweeten the pot, Meta says updates to Threads are on the way. 

Check out this announcement from Meta:

“[Threads is] an app built by the Instagram team for sharing with text. Whether you’re a creator or a casual poster, Threads offers a new, separate space for real-time updates and public conversations. We are working toward making Threads compatible with the open, interoperable social networks that we believe can shape the future of the internet.”

How do you get a Threads account for yourself? The new app is tied to your Instagram account. You can get started by downloading the Threads app on your phone and allowing it to use Instagram to complete your enrollment. 

One question: What are those “interoperable social networks” Meta refers to? Does it mean just Meta properties, or will Threads end up in other places as well?



Topic: AI | Image Search

Key Point: Bing’s AI capabilities now allow users to upload an image and ask questions about that image using Bing Chat. You can access the new functionality via desktop or mobile app. 

Here’s an excerpt from the announcement on Microsoft Bing Blogs:

“Visual Search in Chat lets anyone upload images and search the web for related content. Take a picture, or use one you find elsewhere, and prompt Bing to tell you about it — Bing can understand the context of an image, interpret it, and answer questions about it.”

Microsoft isn’t the only search engine to incorporate AI, though. Google recently announced the integration of Bard with Google Lens. 

Here’s an excerpt from that announcement:

“We’re bringing the capabilities of Google Lens into Bard. Whether you want more information about an image or just need help coming up with a caption, you can now upload images with prompts and Bard will analyze the photo to help. This feature is now live in English, and we’ll expand to new languages soon.”

It’s great to have choices, but which is the best option for you? The only way to know is to get in there and try them both. Be careful, though. AI is notoriously good at supplying incorrect information.                     



Topic: AI

Key Point: Given the explosion of conversation about ChatGPT, it may be time to step back to get a better grip on exactly what ChatGPT is. Will it take over the world and steal your job, or will AI serve to help all marketers become more efficient? To think about those questions, we first need a little more information.

First off, the name — “Chat” — tells us we can communicate directly with the tool via text messaging in a conversational manner. But what about the “GPT”? That part is an acronym for “Generative Pre-trained Transformer.” Therein is the power of AI: ChatGPT is “pre-trained,” meaning it is set up and ready to go. It is “generative” in that it can produce responses that speak directly to the questions or commands you deliver, and “Transformer” refers to the type of neural network architecture it uses to process and generate text — the brains of the model.

How does ChatGPT work, though, and what are its capabilities? ChatGPT is far more than a text generator. It can translate between languages, create content, help with coding, and even serve as a tutoring tool. If you’d like to know a little more about why the world seems so excited about AI, this article is an excellent starting point.



Topic: SEO

Key Point: Google introduced the concept of SEO in 2014 by stressing the importance of E-A-T (Expertise, Authority, and Trust) for ranking websites in Google Search. In 2018, the Medic algorithm update hammered sites with low E-A-T levels. Now, Google says there’s another “E” digital marketers should consider: Experience.

Here’s how Google defines the concept in its Search Quality Rater Guidelines:

“Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a ‘review’ by someone who has not?”

This article covers “everything you need to know” about E-E-A-T. It is recommended reading for anyone concerned about SEO, but here’s the bottom line: Not only do E-E-A-T considerations help Google rank sites, but they can help you become a more capable writer and marketer. Dig in and grow.



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