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OpenAI makes ChatGPT easier to integrate, priming tech for scale. Instacart, Snapchat and Shopify are among those taking advantage of a new API. The ChatGPT API allows these companies to create chatbots that can hold natural conversations with users. This can be particularly useful in marketing, where chatbots can be used to answer customer inquiries, provide product recommendations, and offer personalized shopping experiences.

Will you start incorporating ChatGPT API into your marketing strategy? Read more here.

BeReal still has potential for advertisers, but its hype period is well and truly over.

Okay - it’s still far too early to write the app off completely. It is, however, already clear that marketers are well past the apex of the hype cycle.

The only brands that appear to remain on the platform right now, are those that pride themselves on having a strong tone of voice across social media, not just an advertising presence. Other marketers have put BeReal on the back burner.

Still, there’s no certainty that marketers would see BeReal any differently even if it did have ads. There’s not a lot to keep people engaged once they’re there.

The team at BeReal said that working with brands is not their priority. That’s as clear a stance on advertising as it can get.

The problem is, other social media apps have already copied BeReal’s USP, no doubt making it even more tricky for the platform to beat the competition.

If BeReal is to revive its popularity, it will need to increase its appeal to creators and brands. Without that, the lack of regular external investment and the dearth of variation in content will gradually squeeze BeReal out of the social media landscape.

All I've been seeing on the internet lately is how Twitter is dying and how decentralised network apps like Mostodon will take over. 

Twitter is not dead, and I don't see it going away anytime soon. But, blockchain-based social media applications are gaining great traction as Web3 focus grows within businesses and professionals.

What's the point of decentralized social networks? Decentralized social networks aim to enable participants to take back ownership of and better monetise their content and data. Mastodon is one example of a decentralized social network. It is based on open-source software and functions a lot like Twitter. 

Decentralized social networks give users more control and autonomy. An individual can set up their social network and determine how it operates and what users can say. Instead of having content monitored by a corporation, the founder.

So...

Should we start thinking about how our brands will fit into those platforms? How will we establish our communities there?

Decentralized social networks such as Mastodon and Damus have a long way to go before they can compete with the likes of Twitter. At the moment, there is no user-friendly or simple-to-use decentralised social network app. Mastodon recently released Mammoth, a free app that aims to make it easier to get started with decentralised social media. But this isn't particularly exciting. 

Apps like Twitter and Discord are fine to use even if your company focuses on Web3 or is attempting to push efforts to explore the Web3 space. 

However...

Companies such as Flipboard are beginning to embrace an alternative approach to social networking by expanding their Mastodon capabilities. This demonstrates that change can happen quickly, which will aid in the acceptance of decentralised networks much sooner than me and you might think.  

Also...

Decentralized Twitter alternative ‘Bluesky’ launches in private beta. The platform founded by former Twitter CEO Jack Dorsey has moved to the next stage of development.

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L’Oréal’s Maybelline New York is enlisting its first-ever digital avatar, named May, for a campaign surrounding the launch of its new Falsies Surreal Extensions Mascara, according to a press release.

The forthcoming effort, which also includes a tie-up with model and global ambassador Gigi Hadid, will include both real world and virtual elements. The avatar will also assist with future campaigns, virtual product and service releases and other metaverse-related activations.

The move to activate with a digital avatar follows a growing interest in virtual influencers by both advertisers and consumers and rides on the heels of other innovative marketing efforts by Maybelline, including efforts surrounding the metaverse.