Today's Guide to the Marketing Jungle from Social Media Examiner...

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In today's edition:

Today's Tip of the Day is for paid social
4 tools to support remote marketing teams
Finding real-world use cases for AI in your business
Selling with organic Instagram content
Apple unveils Apple Intelligence
LinkedIn tests AI-powered assistant for Premium members
Instagram tests ads in Stories
Additional industry news from Instagram, LinkedIn, YouTube, and more

Do you run ads on social media? Want to take your paid media performance to the next level?

There's Gold in the Comments

Your ads might be stopping the scroll, but if you aren't following up in the comments, you're missing out on important consumer touches.

By reviewing the comments, you can find genuine consumer insights that can help you refine your ads to handle objections or better position your offer.

By heading into the comments on your advertisements, you can answer questions, address concerns, or direct people to the right landing page to address their concerns.

Is engaging in ad comments worth it? If you share links in the comments, use UTMs to determine whether people are clicking on them.

Today's tip is inspired by Emeric Ernoult.

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How to Build a Tech Stack for Remote Marketing Teams

Is your marketing team spread out across different locations and time zones? Looking for ways to keep everyone feeling connected to each other and your work? The following tips and recommendations can help:

Start With Transparency and Trust

Transparency is one of the most critical factors in building a connected remote team.

It can be tempting for leaders to shield their team from bad news or challenges, hoping to maintain morale and productivity. However, this approach can ultimately backfire, leading to anxiety, disconnection, and a lack of trust–fueling speculation and rumor mills.

Alternatively, a team that feels informed and included in the company's journey is more likely to feel invested in its mission and values.

4 Tools to Foster Connection

By investing in a robust tech stack that empowers your remote team to stay connected and productive, you lay the foundation for a strong, cohesive culture.

When evaluating tools for your own company, look for solutions that encourage regular communication, facilitate recognition and feedback, provide visibility into team performance, and support collaboration and alignment.

Collaboration: Platforms that allow seamless video conferencing, instant messaging, and file sharing help bridge the distance between remote team members, enabling them to communicate and collaborate in real time, share ideas and resources, and build meaningful interpersonal relationships.

Performance Management: Facilitating regular, structured communication helps remote teams stay connected and focused on what matters most. These tools can be used for documentation, goal setting, reviews, and regular check-ins. Managers review these check-ins and use them as a starting point for meaningful one-on-one conversations focused on everything from struggles and goal tracking to performance reviews, ensuring that each team member feels supported, heard, and aligned with the company's objectives.

Time Tracking: By tracking how team members spend their time, managers can identify areas where additional support or resources may be needed, ensure a balanced workload across the team, and optimize processes for greater efficiency. Other valuable insights can reveal productivity patterns that help teams identify peak performance times and potential bottlenecks.

Peer-to-Peer Recognition: Encouraging everyone to recognize and celebrate others' wins, big and small, helps build a positive, supportive team culture that transcends physical distance. This type of tool allows team members to express gratitude and appreciation for each other's hard work and contributions. Some platforms even award points that can be redeemed for rewards such as gift cards, charitable donations, or even extra time off.

Today's advice is provided with insights from Deborah Howard, a featured guest on the Marketing Agency Show.

How to Find Workflows to Automate With AI

Implementing AI workflows is rapidly becoming essential for businesses that want to stay competitive in today's fast-moving digital landscape.

But how do you identify specific tasks to implement AI workflows in your business?

Audit Your Data WIth the 'WINS' Framework

Start by auditing and placing your data types across your business into four categories.

Words: Think about all the unstructured text data that your business generates and collects—customer reviews, social media comments, support tickets, chat logs, call center transcripts, survey responses, contracts, etc.

AI tools can quickly read and analyze vast amounts of unstructured text, identifying common themes, sentiments, emotions, intent, and more. Imagine automatically classifying all your customer support interactions by topic, urgency, and emotional sentiment so you can spot emerging issues or trends in real time.

Images: From product photos to user-generated social media content to web and mobile app designs, the volume of images businesses deal with is exploding.

AI vision tools can automatically tag and categorize your images, making them much easier for your team and customers to search and manage. AI can also analyze images to detect objects, faces, text, and more.

Numbers: Businesses have been using spreadsheets and databases to track numerical data for decades—everything from sales figures to website traffic to inventory levels. However, with the rise of big data, the volume and complexity of numerical data has exploded.

AI can help make sense of numerical data much more efficiently by automatically spotting patterns, anomalies, and correlations that would be difficult for humans to detect. AI can also automatically generate forecasts and predictive models based on historical data.

Sounds: Audio data is another area where AI can drive significant business value. From call center recordings to video interviews to podcasts, businesses are capturing more audio content than ever before.

AI speech-to-text tools can automatically transcribe audio content, and you can apply AI analytics to the transcripts. You can also use AI to analyze audio data directly to identify speakers, detect emotions, and more.

Prioritize Workflow Use-Cases

Work with your team to identify the highest-priority use cases where applying AI to this data could drive meaningful business outcomes, such as cost savings, increased revenue, or improved customer experiences.

The goal is to identify repetitive, manual tasks that follow a clear and consistent process from start to finish. If a task is time-consuming for a human to complete but follows a well-defined set of steps each time, it may be a prime candidate for automation with AI. These workflows often appear in the day-to-day tools you use to run your business, such as your email inbox, spreadsheets, documents, file storage systems, etc.

Document Your Processes

When you identify a workflow that can be automated, document the steps from start to finish. See if you can create a simple process diagram to visualize the workflow. This will help you scope out what could be automated with AI.

Detail Your Tech Stack

Take inventory of the software tools and platforms you use to run your business. See if any of them are starting to introduce AI capabilities that you could take advantage of.

Research, Choose, and Implement AI Automation

Start by picking one or two promising use cases and testing some AI tools.

For each potential use case, research the landscape of pre-trained AI models and off-the-shelf tools that could accelerate your time to value. The major cloud providers, like Google, Microsoft, and Amazon, all offer a range of powerful AI APIs and pre-built solutions that can plug into your existing data with minimal customization.

But don't limit yourself only to the tech giants. Consider the full landscape of off-the-shelf AI tools, both no-cost and paid.

Hundreds of innovative AI startups offer specialized tools for specific industries and use cases, often with greater flexibility and more attractive commercial terms. Look for solutions that play well with your existing tech stack, offer transparent and predictable pricing, and already have a proven track record with thousands of other businesses.

Analyze the Impact

Measure the impact on metrics like time savings, output quality, and business results. Focus on the workflows that deliver the most value.

Today's advice is provided with insights from Christopher Brock, a featured guest on the AI Explored podcast.

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How to Sell More With Instagram Using a Proven Organic Framework

It's not easy to turn your Instagram followers into paying customers, especially when you rely on organic content.

Whether you're a coach, service provider, or product-based business, the "HOP" method will strategically guide your followers through the customer journey by consistently surfacing the following three types of content in consumers' feeds:

Humble Brag

Humble brags are not about boasting or showing off. They're about strategically demonstrating your credibility and authority in your niche.

The key to a good humble brag is to focus on the outcomes you've achieved and tie them back to your audience's goals. Don't just share random accomplishments unrelated to your work; ensure every win you post highlights the tangible outcomes customers could achieve by working with you or using your product.

Some examples of great humble brags:

Posting a video testimonial from a customer who experienced amazing results
Announcing that your product or service was featured in a major publication or interviewed on a popular podcast
Highlighting a case study of how you helped a customer overcome a specific challenge

Pro Tip: Include specific numbers and details in your posts. Share the exact results instead of just saying you helped a client get results. Did they recoup 4 hours in their week? Double their revenue? Lose 50 pounds? Land their dream job?

Origin Story Content

Sharing your origin story is powerful because it creates an emotional connection with your audience. When they see parts of themselves in your journey or your company culture, they'll feel more drawn to you and your message.

The more you share your origin story, the more your audience will feel like they know and understand you. And that's essential for building the kind of trust that leads to sales.

Your origin story might include the moment you realized you wanted to start your business, the problem you faced that inspired you to create a product, and the customer feedback you used to improve your product or service.

Some ideas for weaving your origin story into your Instagram content:

Share a throwback photo from a pivotal moment in your entrepreneurial journey and reflect on how far you've come
Record a series of Instagram Story videos sharing your product's evolution from ideation to production
Write a long-form caption post about a specific challenge your product solved for you
Create a Reel with trending audio that relates to your story and share a quick anecdote in the caption

Prop Up Your Product or Service

This is where you explicitly showcase your offers and invite your audience to take the next step in working with you.

Many entrepreneurs shy away from this type of content because they don't want to come across as too "salesy." But the truth is, your audience needs to know what you have to offer and how they can work with you. If you never make an invitation, you're doing them a disservice.

The key to propping up your product or service is to focus on the transformation your offer provides.

Instead of just listing features or pushing people to buy, paint a picture of the outcomes they could achieve by using your product or signing up for your service. You should also share helpful tips, strategies, or insights that help them get a "quick win" while also demonstrating the deeper transformation your offer provides.

Here are some examples of how you might prop up a product or service on Instagram:

A Carousel with 3–5 tips for achieving a specific goal and a call-to-action (CTA) to your related product or service in the caption
A Reel showcasing a customer's reality before and after using your product or service and an invite to book a discovery call with you
An Instagram Live where you teach on a topic related to your offer and share a special discount or bonus for people who sign up on the spot

Pro Tip: Include two CTAs in every promotional post: one that directly invites people to take the next step with your offer and one that encourages general engagement. "Want to learn the exact strategy I used to book out my coaching program? DM me the word 'STRATEGY' to get all the details! And if you found this post helpful, let me know by leaving a '🙌' in the comments below!"

Today's advice is provided with insights from Kar Brulhart, a featured guest on the Social Media Marketing Podcast.

X's New Search Filter: X released a new search filter for verified accounts on iOS. Source: @iuliabaltoi via X

X's New Time Graph: X's Analytics will soon let users view various metrics over time via a Time Graph feature. Source: @xDaily via X

Apple Unveils Apple Intelligence: Apple recently unveiled Apple Intelligence, its ecosystem-wide generative AI offering, focusing on safety, personalization, and privacy. The feature will be deeply integrated into iOS, macOS, and visionOS, utilizing large language and intelligence models processed locally on Apple silicon and off-device using Private Cloud Compute. Apple also partnered with OpenAI to bring ChatGPT to Siri, utilizing GPT 4.0 for image and text generation without additional costs. Source: Tech Crunch

Instagram's 'PALS' Sticker: Instagram is developing a new interactive sticker feature called "PALS." This sticker will allow users to engage with Instagram Stories by liking them. As more likes are accumulated over time, the "PALS" sticker will grow and evolve. Source: Alessandro Paluzzi via X

LinkedIn Tests AI Assistant: LinkedIn is testing an AI assistant for Premium members. The product prompts users to chat with an AI assistant to learn more about a company or topic, using insights from LinkedIn's user base and Microsoft's Bing search engine. Source: Axios

LinkedIn Restricts Targeted Ads in the EU: LinkedIn will restrict targeted advertising in the European Union following a complaint alleging a potential violation of the Digital Services Act (DSA). LinkedIn has removed the ability for advertisers to create advertising audiences in Europe using LinkedIn Group membership data. Source: Tech Crunch

Meta Rolls Out 'Communities': Meta is introducing a new "Communities" feature on Messenger that allows users to create dedicated spaces for real-time communication without requiring an associated Facebook Group. The feature consolidates multiple group chats, allows up to 5K members to join through shareable invites, and can be used for various purposes such as organizations, schools, or connecting with friends who share similar interests. The feature is currently rolling out globally. Source: Tech Crunch

Reddit Partners With DoubleVerify: Reddit has partnered with DoubleVerify to provide global Brand Safety and Suitability reporting for Reddit ads. The integration allows advertisers to align ads with suitable content and refine delivery using Reddit's controls and DoubleVerify's insights. Source: Reddit

Threads' Tags: Threads is considering replacing the use of tags in favor of traditional hashtags. Source: Alessandro Paluzzi via Threads

TikTok's New Image Search: TikTok is introducing image search capabilities within its TikTok Shop feature, allowing users to find similar products by taking or uploading a photo. Users can snap a picture of an item they like or upload an image of a product they found online to discover similar items on TikTok Shop. The feature, represented by a camera icon in the search bar, is available to all users in the United States and Southeast Asia. Source: Tech Crunch

YouTube Updates: YouTube's Test and Compare thumbnail feature is rolling out to creators with access to Advanced features. YouTube is also experimenting with creator QR codes to allow users to share their channel with others easily. Additionally, the YouTube Studio payment experience is expanding to creators who are paid in all currencies. The platform also launched the premium-only Jump Ahead feature on Android in the US. The feature allows viewers to skip to the next best point in a video. Lastly, YouTube is experimenting with the ability to mention YouTube channels in comments. Source: YouTube

YouTube Tests 'Effects' for Shorts: YouTube is testing a new feature that allows a small group of creators to design and publish their unique effects for Shorts. All creators in the experiment can use these user-generated effects by tapping the "Effects" button. Source: YouTube

YouTube Tests Shorts' 'Topics': YouTube is testing an AI-powered " Topics " feature to organize large comment sections on English-language Shorts into themes. Users can sort comments by "Topics" on select Shorts in the mobile app. Creators can use these summaries to engage in discussions or find content inspiration and can remove topics by deleting individual comments. The feature sources topics from published comments only, excluding those held for review, containing blocked words, or from blocked users. Source: YouTube

Microsoft Shuts Down Copilot GPT Builder: Microsoft is shutting down its Copilot GPT Builder, a feature that allowed Copilot Pro subscribers to create custom AI chatbots, just three months after its launch. Starting July 10, 2024, users will no longer be able to create GPTs, and all existing GPTs and associated data will be deleted by July 14. Source: VentureBeat

Instagram's Custom AI: Instagram is working on the ability to create a custom AI or an AI version of yourself. Source: Alessandro Paluzzi via X

Instagram Tests Ads in Stories: Instagram is testing a new form of advertising that injects ads into users' Stories. The ads, which users have observed promoting a game called "Super Rumble" for Meta's virtual reality platform Horizon Worlds, pop up from the bottom of friends' Stories. Source: 404 Media

LinkedIn's New Content Sharing Feature: LinkedIn has launched a new feature that allows Page admins to automatically share external content on their LinkedIn Pages by setting up an RSS feed. Once set up, the tool will create draft posts from the external content, which admins can customize before publishing. Source: LinkedIn Ads Blog

LinkedIn's New Ads Features: LinkedIn has launched new advertising features to help marketers achieve better results. These include streamlined CAPI integration for faster conversion rates and lower costs and Live Event Ads for end-to-end event promotion. Other features include Post Boosting for simplified lead generation, Sponsored Articles & Newsletters for long-form content distribution, and Thought Leader Ads for building brand credibility through authentic voices. Source: LinkedIn Ads Blog

Pinterest's New AI Tools for Ads: Pinterest is introducing AI-powered tools to enhance creative capabilities, improve campaign performance, and ensure brand safety for advertisers. The company is launching Pinterest Ad Labs, an innovation program for select brands to test new features like personalized background generation and interactive collage ads. Additionally, Pinterest Performance+ simplifies campaign creation and improves performance through automation. The company is also integrating DoubleVerify to provide more brand safety measurements. Source: Pinterest

Sharing Instagram Posts to Threads: Threads now allows users to share regular Instagram posts—single-image posts or Carousels—directly on the platform without a link preview. Source: Radu Oncescu via Threads

YouTube Tests AI-Generated Live Chat Summaries: YouTube is experimenting with AI-generated live chat summaries. Participants will see a banner displaying the summary when joining eligible English-language live streams with highly active chats. The summaries are generated using published chats, excluding certain messages, and viewers can provide feedback. Source: YouTube

YouTube Tests Google Lens Search: YouTube is currently conducting an experiment that allows users to search the platform using Google Lens. By tapping a new Lens button in the YouTube search bar, users can search for content based on the visuals they see, and the search results will display relevant YouTube videos. Additionally, users can click the "Search on Google" option to obtain more information about the visual content they searched for. The test is currently being rolled out to a limited number of YouTube viewers who access the platform using Android mobile devices. Source: YouTube

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