Author: Franz Malten Buemann

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I taught my first online class on modern calligraphy only about one month after I began learning how to do it myself. It all started when I needed a new creative practice, a habit that I’ve learned is helpful for my mental health. I had seen people practicing modern calligraphy on social media and wanted to learn, so I looked for tutorials online. I struggled to find good resources, so I decided to teach myself by looking at modern calligraphy I liked and figuring out how to emulate it.Around this time, I discovered Skillshare—an online platform offering video courses for creative skills—and saw they were running a challenge to get new teachers on the platform. I already found myself regularly oversharing how I achieved a specific technique when someone complimented my work, so teaching felt like a natural evolution. I decided to give it a shot, spent about a week planning and recording my first class, and published it on the platform.When I got my first monthly payment for $2,200, I thought there was an extra zero on the check. The class was a hit, despite the fact that I still didn’t really consider myself “good” at calligraphy yet. I was shocked, and I was hooked.That first class kicked off the past seven years of my career. Since then I’ve taught over 50 classes on topics from hand lettering to painting to running a creative business, written eight books sharing creative techniques, launched my own line of art materials, and grown my brand, The Pigeon Letters, into a thriving seven-figure business that supports hundreds of thousands of students.I truly believe 80 percent of my success has been thanks to my mindset: how I see the value I have to offer, how I navigate hurdles, and how I build a business in a way that’s exciting to me and my audience. Here are four of the mindsets that have helped me build such a thriving business as a completely self-taught creator.1. I decided I only needed to be one step ahead to provide valueIt would have been so easy to hold myself back from starting my business until I considered myself a true “expert” in calligraphy. Many people feel too self-conscious about their skills to teach as a beginner, waiting months or years to gain more proficiency.Luckily, I’m such a bulldozer that it’s pretty hard to shake my confidence. But I also truly believed that I only needed to be one step ahead of someone else to have something to teach them. In fact, I saw this “weakness” as a strength I could lean into. By teaching as I was learning, I could connect with beginners more easily and encourage them that it’s totally possible to go from zero to creating beautiful art in a short amount of time. So, I showed up with confidence that I had something to offer students, and with full transparency about where I was. I didn’t pretend to be a master of calligraphy: I told my students that it was a new skill to me, but that I’d figured out a structure that could help other people.Students enjoyed coming on the journey with me, and soon, being a beginner became my niche that helped me stand out among more expert creators. When students asked when I was going to teach a watercolor class, I thought, “What makes you think I know how to watercolor?!” Then, I spent a couple of months learning so I could deliver—and it’s since become a huge passion of mine and a core part of my business. When AI came on the scene and all the creatives around me were unsure about it, I dove into ways I could integrate it into my workflow and immediately turned around and taught. It’s so empowering when you flip the switch and take ownership of whatever place you’re in. And if you’re authentic about it, other people will connect with that.2. I thoughtfully built up different revenue streams for stabilityEarly on, I knew that I wanted multiple revenue streams to be part of my business model so that I would feel more secure through economic ups and downs. But I also didn’t want to spread myself too thin, trying so many new things that none of them would become a solid foundation.So, to start, I chose to hyper-focus on teaching Skillshare courses until that felt established as my core. And then, I started thinking about what other branches I wanted to add that could be rooted in the work I was already doing. One by one, I’ve built different revenue streams, giving each one about four months of my focus to see if it gains traction before deciding whether to put it aside or put more energy there.Most of those new revenue streams came directly from listening to what my audience was asking me for and looking for ways to deliver. When students were constantly asking about what brushes, pens, and tools I used, I saw an opportunity to sell my favorites directly and even create my own line of brushes. When they asked for my teaching secrets, I launched my Creative Course Lab training and coaching program; when they wanted support on running a business, I created a membership community for creative entrepreneurs, Flock. I’ve also made money from licensing my art, selling on print-on-demand sites, hosting events and retreats, speaking and running corporate workshops, and teaching classes on other platforms.Some of these are larger branches, some are smaller, but they all contribute to my seven-figure business. As some income streams waned over the years, I was glad to have others to lean on. And they all came about organically from the mindset of looking for opportunities in the needs of my audience, thinking about which of them excited me, and then giving them a try.3. I rooted my marketing in excitement more than strategyIt’s wild to me how much working for yourself turns you into a full-time marketer. So many business owners let this bring them down, because marketing exhausts them or makes them feel slimy. To avoid that feeling, I’ve always kept my marketing organic—both in the sense that I’ve never paid for ads and also in the sense that I’ve always put myself out there in ways that feel authentic to me rather than trying to keep up with the latest trends. When I first started promoting my classes, I was shooting in the dark, impulsively sharing my excitement rather than building any kind of promotional plan. I also did a lot of cross-marketing with other artists to promote each others’ work, mostly because it sounded fun to collaborate with people I admired. View this post on Instagram A post shared by Peggy Dean | For Creatives 🎨 (@thepigeonletters) Eventually I did start to get more strategic, teaching myself about marketing best practices (and then, in true Peggy fashion, turning around and creating classes on those topics). But even then, I tried to make sure I felt enthusiastic about every promotional tactic I was implementing. For instance, when I decided to lean into growing my mailing list, I created lead magnets that provided a lot of value, like a whopping 52-page guide of my favorite supplies. Creating this offering excited me, making it easy for me to push it out to my audience.4. I look at failure as a growth opportunityLike every entrepreneur, I’ve gotten slapped in the face by failure. While some people get beat down and discouraged by that, it excites me because I know it means I’m being given an opportunity to learn and push myself (which, in case you couldn’t tell, is one of my favorite things to do).A great example: I’ve only had one item on my bucket list, ever, which is to write a book. About four months into teaching, I started writing a modern calligraphy how-to book and pitching it to publishers. Every single one of them said no, never responded, or said they already had something similar in the works. Instead of letting that stop me, I decided to self-publish my book—which ended up being a bestseller and landing in bookstores (which is rare for self-published books). View this post on Instagram A post shared by Peggy Dean | For Creatives 🎨 (@thepigeonletters) Nothing that I’ve achieved ever would have happened if I’d let fear of failure stop me. Yes, there’s always room to grow and improve, but that shouldn’t stop you from putting something valuable out in the world. By putting myself out there, no matter how imperfectly, I’ve helped hundreds of thousands of students tap into their creative potential—and helped myself build a thriving business that I love.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
A new social media platform is in town, and it’s quickly picking up steam.
Lemon8 is owned by ByteDance, the China-based parent company that owns TikTok, and it’s had a buzzy debut in the U.S.
It was originally launched in Japan in 2020 and became available in the U.S. and UK in February 2023. In the past month, it’s become the second most-downloaded lifestyle app in the U.S. behind Pinterest.

Speaking of Pinterest…
Lemon8 is described as a Pinterest-Instagram hybrid. At its core, Lemon8 is a photo-sharing app designed to inspire users.
While users and creators have been vocal about their frustrations with Instagram and its unpredictable algorithm over the past couple of years, are people looking for the next Pinterest when they could still use the original?
By the end of 2022, over 450 million active users were on Pinterest. Not too shabby, though the user base is significantly smaller than the likes of YouTube (2.6 billion users), Instagram (2.3 billion users), and TikTok (1.6 billion users).
Though Pinterest has a smaller user base than other social channels, its users are generally happy with the platform. In fact, 80% of Pinterest users feel positive when using it. Nine out of 10 Pinterest users refer to it as a “social media oasis,” and only three out of 10 social media users feel that way about other platforms.
With that in mind, is a “new Pinterest” necessary when the original seems to be doing a good job of keeping its users happy? It all comes down to how the app is used.
While Pinterest users are generally happy with the platform, they essentially use it as a visual search engine.
Many Pinterest users turn to the platform when they’re looking for inspiration related to a specific topic — perhaps a recipe using a certain ingredient, or ways to style a clothing item.  They hop on, find what they’re looking for, and hop off. While it’s great for inspiring purchases, it doesn’t have the addicting factor that platforms like TikTok or Instagram have.
That’s where Lemon8 comes in.
Image Source: Lemon8
I downloaded the app to learn more about its functionality and to see what kind of content is available on it (you know, serious investigative journalism). I was quickly sucked into the beautiful content that aligned eerily close with my interests.
Essentially, using Lemon8 is like having the TikTok algorithm serve you the inspirational content of Pinterest formatted like an Instagram post. The main feed is similar to the Pinterest home page, but the posts are reminiscent of Instagram carousels.
Where did Lemon8 come from, and why is everyone talking about it?
If it seemed like all of a sudden everyone on your TikTok For You Page was talking about Lemon8, that’s because they were.
Per The New York Times, ByteDance enlisted micro-creators from other platforms to begin posting on Lemon8. Naturally, creators who are eager to become early adopters on a new platform would want to share their new social media real estate with their existing followers on other platforms. Whether or not they have been compensated to do so has been speculated, but hasn’t been confirmed. 

@mbdailyshow Pinterest meets Instagram – what’s the deal with ByteDance’s new app “Lemon8”?
#bytedance
#tiktok
#lemon8
#technews
#businessnews
#socialmedia
♬ original sound – mbdailyshow

Looking at the initial data, the grassroots approach appears to be effective. Since launching in the U.S. in February, Lemon8 has garnered over 17 million downloads in the app store.
How should marketers be looking at Lemon8?
Currently, Lemon8 is heavily user-generated content focused, with no major brands maintaining a notable presence on the app. Though it’s only a matter of time before more brands begin hopping on board.
If your company isn’t ready to start creating Lemon8-specific content, it’s certainly worth getting on the platform to secure your handle and see what’s trending in your niche — particularly for those in the fashion, wellness, and food industries.
It’s also worth noting the user-generated feel of the platform could be a big part of what’s attracting new users. On platforms such as Instagram and TikTok where influencer marketing is to be expected, users can often feel constantly sold to. The authenticity of the organic content on Lemon8 can be a breath of fresh air compared to the constant stream of #sponsored content on other platforms.
With this in mind, brands looking to establish a presence on Lemon8 can benefit from having a healthy mix of organic, user-generated, and promotional content to avoid fatiguing their audiences.
Is Lemon8 worth investing in?
As with any new platform, there are valid concerns over Lemon8’s longevity and whether it’s worth investing in.
Because Lemon8 is also owned by ByteDance, it could face the same scrutiny as TikTok over security concerns. With the future usage of ByteDance-owned apps in political limbo, if a TikTok ban were to occur, users in the U.S. could also be barred from Lemon8.
Also, while some social media platforms emerge with a splash, the excitement can quickly fade. In recent years, apps like Clubhouse and BeReal showed promising growth but failed to capture the attention of audiences long-term.
While it’s a good idea for marketers to have a basic level of understanding of new platforms that have captured the attention of audiences, only time will tell if Lemon8 is able to turn social media lemons into lemonade.
Elsewhere in Marketing
The latest marketing news and strategy insights.
Meta making money: In Q1, Meta reported a 3% earnings increase after three straight quarters of declining revenue.
Move over Twitter: Meta’s text-based app Barcelona is vying to be an alternative to the bird app.
For the AI-overwhelmed: Jasper’s VP of Marketing breaks down how to integrate AI into your marketing team’s workflow.
On trend: how marketers can use social media trends to get in front of new customers.
Speaking of trends… HubSpot just released the State of Social Media 2023, which features insights from over 1,000 social media marketers.
Moolah-la: the creator economy is expected to reach $500 billion by 2027.

Creating an Instagram SEO strategy is critical for marketers as the platform has become more popular than social media giants Twitter and LinkedIn.

SEO for Instagram is how you can create opportunities for those billions of users to see your content and engage with your brand. Luckily, you can apply the same SEO techniques you use to optimize web page content to drive organic growth to your Instagram account.
Think of Instagram as its own search engine. The platform has built-in search functions that act like its own mini-Google. Here, we’ll share 10 SEO techniques to expand your reach by working with the Instagram algorithm.
Table of Contents

Optimize your Instagram profile.
Have a primary keyword.
Include a secondary keyword.
Treat your hashtags as keywords.
Place your hashtags strategically.
Leverage your image captions.
Take advantage of Instagram alt text.
Track everything with analytics.
Avoid these black hat techniques.
Navigate the weirdly banned hashtags.

Instagram Optimization

1. Optimize your Instagram profile.
The first step you should take toward increasing your Instagram reach is to optimize your Instagram profile. Driving traffic to your Instagram account won’t benefit you in the long run if your profile isn’t optimized for the best user experience.
Here are a few tricks for optimizing your Instagram profile:

Make your profile public.
Choose a colorful, on-brand profile image.
Create a recognizable and searchable @Username.
Create an easily searchable business name.
Register for an Instagram Business account.
Include a trackable link in your bio.

Why it’s so important: These steps might seem like a no-brainer, but it’s critical to lay the groundwork before you make any other SEO changes. Once you’ve covered these basics, you can move on to more technical optimizations.

2. Have a primary keyword.
Your display name and @username are the two most important places to put your primary keyword. When users type their intention into the search bar, you’ll match, bringing you closer to that coveted top-of-search position.
To start, you’ll need to pinpoint your primary keyword. We’ll use a bakery as our example. When an Instagram user is looking to fill their news feed with baked goods, they’ll likely search the keyword “bakery.”
When you have this keyword in your display name and @Username, you’re more likely to appear in the suggested accounts search results.

As you can see here, four of the top five search results for bakery have that keyword in both their display name and @Username. Pro tip: One or the other is simply not as powerful. To get the most out of your Instagram optimization, you should use your primary keyword in both places to increase your chances of being picked up by the algorithm.
This may be heartbreaking if you were excited about what you’d chosen when opening your account, but the change is a smart move toward optimization — and ultimately your own success!

3. Include a secondary keyword.
Now that you’ve taken care of your primary keyword, it’s time to get the most out of your secondary keywords. Secondary keywords are the phrases and topics that orbit your primary keyword.
If your primary keyword is “bakery,” your secondary keywords might be things like “cupcakes,” “wedding cakes,” “baked goods,” etc.
Let’s take a look at Magnolia Bakery, the top result for this keyword — their primary keyword is outlined in red, and their secondary keywords are outlined in orange:

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Magnolia Bakery has done a great job crafting an informative and fun bio, while still including a few important search-optimized keywords. A person looking for baked goods would likely follow Magnolia if they found them in the search, as the account matches the user’s search intent.
Pro tip: Secondary keywords are like a safety net — they catch the people who might not be searching for your primary keyword but could still be interested in your product.
Language differences cause many people to use different words when looking for the same thing, so be sure to consider synonyms that could also make good secondary keywords.

4. Treat your hashtags like keywords.
Once you’ve optimized your profile, it’s time to optimize your posts. This is an ongoing process that requires special attention. Most users aren’t going to look for you directly. They’ll likely discover you through a hashtag on a specific post.
That’s why each of your Instagram posts should have its own hashtag strategy. You should treat these hashtags like secondary keywords. Check out the example from CorePower Yoga below:

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They include their own brand name in two of the hashtags — #corepowercommunity and #corepoweryoga. The other two hashtags, however, are specifically for this image.
By including a variety of post-specific hashtags, CorePower increases its chances of attracting a broader, more diverse audience — people who search for terms related to yoga but also people who search #downdog.
This gives users a better chance of finding you than if you used the same five hashtags on every post. Variety and relevance are your keys to success.
Best for: All content types – this hashtag advice holds true for posts, reels, IGTV, and all the other types of content you add to the platform. Make any content you’re crafting as searchable as possible for the best results.

5. Place your hashtags strategically.
Now, where do you put those cleverly optimized hashtags? Previously, the common practice was to put them in the comments, but times have changed.
It’s important to adjust your Instagram optimization strategy when you’re given credible advice from, say, the company’s CEO.
According to Head of Instagram Adam Mosseri, the algorithm now likes it when you add your hashtags in captions. He released a video in late 2021 letting us know how to appease the algorithm.
What we like: Videos like that one from the IG CEO are a great resource for honing your Instagram SEO strategy, and there are lots out there that can help, like this one.

6. Leverage your image captions.
In addition to adding hashtags to the end, the image caption itself is another opportunity to optimize.
Keep your content authentic to fit your image, but be sure to fold in some of your brand’s secondary keywords. Craft a compelling, engaging caption to satisfy existing followers, and make it keyword rich to attract new ones.
A robust caption can do more than just catch a user’s attention — it can also help you show up in search. Using secondary keywords in the caption allows the algorithm to determine that you’re what your unique audience is looking for.
The example below shows how DIFF eyewear manages to use keywords in their caption that will bring in the right users.

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Best for: Leveraging your image captions helps create a complete picture for Instagram’s algorithm and tells it that you should be ranking high in their search for those terms.

7. Take advantage of Instagram alt text.
Instagram’s alt text feature was designed to help visually impaired users enjoy their Instagram experience, but it can also be used for SEO.
Instagram will automatically populate alt text options ifyou skip this step. Still, it’s better to do it yourself to ensure the caption matches what’s actually in the photo and puts it in context with your brand.
To access your alt text options, advance to the screen just before you share your photo and click the “advanced settings” tab at the bottom.

Once you’ve done that, scroll to the bottom to where it says “Accessibility” and select the “Write Alt Text” option. From there, you can craft the perfect image description!

Once you’ve crafted your own alt text, share your photo as normal. The benefits of changing your Instagram alt text are the same as when you use alt text on photos for your website.
What we like: Optimizing your alt text can help your posts rank better in the algorithm, and what’s more, it also adds the possibility of having your results pulled for voice search, too!

8. Track everything with analytics.
If this is your first time using SEO techniques to grow, then you should be tracking how your new Instagram strategy impacts your overall social media goals.
While Instagram does have an in-platform analytics feature, it only allows you to pull data from a certain date. Once that window closes, the data is lost and replaced. While that might be fine for the casual user, it’s not ideal for marketing purposes.
Social media tools like Hootsuite, IconoSquare, or Sprout Social allow you to bypass this with robust data analytic tracking services, automated reports, and more. They allow users to analyze post and campaign performance so you can optimize your content for the future.
Best for: Collecting the hard data behind your content plan. Tracking the success of your new Instagram SEO strategy will help you refine your content as you go, gain buy-in from leadership, and improve the overall success of your strategy.

9. Avoid these black hat SEO techniques.
You might think that Google is the only website sophisticated enough to spot and punish users for using black hat SEO tactics. However, with the expansion of AI to handle the dense computational minutiae, those days are over.
Instagram has been cracking down on accounts that try to cheat the system.
Infamously, they’ve implemented a shadowban for users that break the rules. This makes it so nobody can see your content when they click on a hashtag you’ve used. Even your followers can’t see that content unless they specifically search for your account and visit your profile.

Don’t steal content.
Don’t use bots.
Don’t keyword stuff.
Don’t follow too many accounts too fast.
Don’t buy followers.

Pro tip: SEO is a long-term strategy, and it can be frustrating when you don’t see results immediately. The quick fix can be tempting, but the results can be disastrous if you get caught. If you’re looking to build your Instagram account the right way, avoid these tactics at all costs.

10. Navigate banned hashtags.
There are some strange realities in tech right now: AI art programs crank out nightmarish hands (Google at your own risk), cryptocurrency connects directly to environmental decline, and Instagram has some weirdly banned hashtags.
Some content creators knowingly take advantage of hashtags to promote illicit content. #costumes, for example, could be popular around Halloween.
You can also imagine how that can quickly lead to problematic content in terms of indecent exposure and violating children’s rights.
Additionally, Instagram doesn’t want you to direct traffic away from the platform by using hashtags affiliated with other social media platforms. If you use #snapchat, you tempt the algorithm to flag you for a shadowban or even permanently ban you from the IG platform.
Pro tip: You can check recently compiled lists of banned hashtags, or you can take things into your own hands by searching for the hashtag you’re considering using. If content shows up and flows freely, it’s not banned.
If you get the dreaded “Recent posts from [the hashtag you searched for] are currently hidden”, then you know not to use that hashtag.
Do It For the ‘Gram
SEO may be primarily used for website optimization, but that doesn’t mean you can’t use what you’ve learned for social media, as well.
Take these tips and transform your Instagram presence in a way that puts the user first while also building your reach.

ChatGPT has been one of the hottest topics in the B2B industry. Since it was made widely available to the public in late November 2022, LinkedIn, Twitter, and other social media have become flooded with examples of the chatbot’s responses.
No one is questioning how smart ChatGPT is. The question, however, is how good it can be at providing accurate information or making our lives (both private and professional) easier.
I’ve put the chatbot to the test to see how helpful it can be in day-to-day life. Here are the results.
What is ChatGPT?
How is ChatGPT being used today?
10 Examples of ChatGPT
Use with caution.
Make the most of ChatGPT.

What is ChatGPT?
ChatGPT is a chatbot created by OpenAI, which uses artificial intelligence (AI) to automatically generate text. It’s able to communicate in a very human way as it’s trained on large data sets, which explains its eloquence.
The more data it’s fed, the more “knowledgeable” it becomes.

How is ChatGPT being used today?
As of 2023, ChatGPT has about 13 million unique visitors a day. So, you can imagine just how diverse the conversations are.
Some of the traffic comes from individuals who are simply eager to see what it’s like to chit-chat with the world’s most famous chatbot. However, it’s also popular among educational institutions and businesses.
In most cases, companies use AI technology like ChatGPT to run preliminary research on a topic or to generate business assets like social media copy, product descriptions, or even code.
One of the most interesting use cases I’ve seen so far comes from Exit Five’s Dave Gerhardt. He believes that AI can be a great advocate for brand voice if it is given information on your desired tone, voice, and company personality.
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So, if I were to find a human analogy for ChatGPT, I’d say it’s like a resourceful assistant — someone who can help you get the wheels rolling.
Just like humans, the tool can occasionally generate inaccurate or misleading information, especially since it doesn’t know much about what’s happened past 2021.
So, anyone currently using the chatbot for professional purposes needs to fact-check the information before they use it to build an opinion or business claim.

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10 Examples of ChatGPT
Without further ado, let’s see how Open AI’s tool handles a variety of questions — from simple research tasks to more detailed, sophisticated requests.
1. Provide me with a list of companies currently looking for a freelance performance marketer.
Here, I step into the shoes of a performance marketing specialist who wants to get a list of potential clients.

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What I like: The answer is short and to the point. This can be a good starting point for those new to the freelance scene.
What I dislike: ChatGPT can’t access the internet to collect data in real time, which shines through in this GPT-3 example. For anyone unaware of its limitations, this could be a huge disappointment.
Still, I appreciate that the bot didn’t leave me empty-handed and did all it could to help.
2. Write a social media post where I announce that I’ve started writing for HubSpot and that I write on sales and marketing topics.
Let’s now see a ChatGPT social media post example.
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What I like: I like how it turned out.
Given how little context I’ve provided ChatGPT with, I’d say it did a pretty good job. Notice how it mentions what I’ve asked for straight away in the second sentence and then adds a few supplementary sentences.
Bonus points for the hashtags. I didn’t expect they’d come as part of the results.
What I dislike: After giving it an initial read, I liked the tone but felt that one or two of the sentences could have been shorter.
I popped it into another popular AI tool, Hemingway, to check the readability score. Also, I would probably avoid using the term “HubSpot” three times in a post this short.
Still, I don’t think this is a big issue — you can always add the final touches yourself.
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3. How to write a high-converting blog post?
Writing a blog post that ranks well in Google and results in conversions is a challenge. I wanted to check how my AI friend would tackle it.
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What I like: The suggestions I got make sense. They pretty much cover everything that should be included in a high-converting article. I like the fact that it provided an explanation for each tip.
It can easily act as a checklist, which you can use prior to writing your content.
What I dislike: It seems like there is nothing to dislike. ChatGPT did a good job.
4. How can I promote a newly written blog post?
As marketers, we know that content distribution is a tough cookie to crack. So I was really curious to see how ChatGPT would cope with growth suggestions.
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What I like: It did what I asked — it might be a good starting point for a newbie.
What I dislike: From the perspective of an experienced marketer, these growth suggestions appear really basic. It’s something I could easily come up with.
I’d like to get ideas that are more outside the box — tactics that I could experiment with.
Since ChatGPT bases its answers on the already published content, it makes me think that the articles available are either poor or that the platform makes bad choices. It can’t really judge which tactics are worth mentioning.
5. Provide me a list of hotels in Vienna that charge below 70 Euros, located close to the airport.
I’m traveling to Canada this summer with a long stopover in Vienna, which calls for a hotel stay. I asked ChatGPT to come up with a list of hotels that are close to the airport and within my budget. Here is what I got:
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What I like: While I didn’t get accurate pricing, since ChatGPT doesn’t have access to real-time data, it gave me a list of hotels close to the airport. It also told me roughly how much it would cost.
It’s a good starting point, even though I’ll have to verify each option.
What I dislike: I don’t know how much exactly each hotel charges per night or if they have rooms available for my dates.
I think going to Booking.com would be much easier. I could simply select the dates I am interested in, the distance from the airport, and the price per night to get a list of hotel options.
6. Write me a poem on how great content marketing is.
Since I am a passionate content marketer, I couldn’t resist asking for a poem that glorifies this marketing technique. You won’t believe what I got!
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What I like: The result simply blew me away! Honestly, I didn’t expect anything as good as this. It understands the specificity of content marketing, it’s playful, and it rhymes. And look how long it is — way to go, ChatGPT!
What I dislike: I love it. There is nothing to dislike. And I can sincerely admit that I wouldn’t be able to come up with a better poem (and definitely not as fast).
7. Generate a list of companies that might be interested in outsourcing software development to a Python software development agency.
Let’s see how helpful ChatGPT can be for those who need new clients.
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What I like: Out of all the GPT-3 examples on this list, this is the answer that I am least satisfied with. How so?
What I dislike: The results are very general. Since ChatGPT’s data sets come from 2021 (so, not that long ago), I thought that it might suggest some companies that reported using Python.
I can imagine a company posting a blog post on “Why we went with Python to develop our CRM.” A software agency could then reach out and ask if they needed help with maintenance or extra support for their team.
While a similar question, listed above, worked well for a freelancer looking for work, it’s not actionable for a B2B enterprise.
8. Write me a social media post on a new line of IKEA chairs (in three tones of voice).
Time for a ChatGPT advertisement script example. Say that IKEA wants to post a social media video or a social media post in two tones of voice — a formal and informal one.
Next, let’s imagine what would happen if IKEA paired up with Eminem and asked him to endorse their latest chair line.
Here’s the formal version…
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Here’s the informal one…
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And, finally, here’s the IKEA-Eminem collab fantasy:
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What I like: There’s a clear distinction between each advertisement script or post. As for the last example, no one but Eminem can confirm if it sounds like him (particularly given how bold some statements are).
Still, I can see a big effort here. Kudos, ChatGPT!
What I dislike: I’m happy with the results; this was just an experiment. But I’d be careful with ChatGPT’s impersonations — at least for now. I generated a similar request for rapper Lil Wayne, and they were quite similar.
9. I’m writing a novel, and I need help with my main protagonist’s backstory.
What if you were a novel writer? Could ChatGPT help you build your characters? Let’s see.
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What I like: I feel like ChatGPT can be a fun brainstorming buddy in the creative process. And the backstory it came up with looks good but…
What I dislike: It took me about five tries before it generated the above response. The previous attempts had hints/storylines which didn’t fit the Victorian era. They referred to modern-day drug cartels and overall had a “modern” feel.
That said, would I read such a story or watch a series on Netflix? Possibly!
10. Write a 500-word article on perfume that features tips from the world’s top beauty experts.
For the final course, the most interesting result of all — a ChatGPT blog post example. At this point, I’d like to take you through the stages before summarizing what I liked and disliked in the result.
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It took a few seconds for ChatGPT to start working on the text. I stopped the answer generation quickly, as in the image above. Why? I’ve noticed that experts weren’t mentioned by name, which is what I expected.
I decided to run the query again and explicitly ask for the names and links to sources. Here’s the second take:
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The tips are the same as in the previous version, but now they’re attributed to the experts. However, I still didn’t get a list of links. I asked for them in a follow-up question, and here are the results:
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I clicked on all of the links, and here’s where things got interesting. Four out of five pages were unavailable.
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The only link that worked was the last one on the list. I realize that this could come down to the fact that ChatGPT uses posts from 2021 or earlier.
Perhaps, these pieces have been removed? Still, I found it suspicious that four out of five would have been deleted. So, I decided to dig a little deeper. I asked if, by any chance, any of the information generated was made up by ChatGPT:
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What I like: The only positive thing I can say is that the copy was OK.
What I dislike: I can’t help but have mixed feelings. The post read nicely, but — as a content marketer — I would never risk publishing an article that I can’t trace back.
Nor would I want to risk attributing words to experts without proof. What if they never said it in the first place?

Use with caution.
ChatGPT has great potential, but it should be used reasonably.
While it can be a good source of inspiration, you shouldn’t use it for writing blog posts or scripts for your campaigns.
You should always strive to write original content, not only to avoid plagiarism but also to provide more value to your readers.
Bear in mind that the answers that ChatGPT comes up with are only as good as the data it bases them on. And unfortunately, there is a lot of low-quality content circulating the internet, which impacts the quality of ChatGPT’s outcomes.
Still, let’s not demonize ChatGPT. Its shortcomings aren’t a result of manipulation. As it is with AI, it’s a work in progress, and it will become better with time.
Surely, it will never be able to appeal to emotions or our own experiences. But will it be able to substitute a big chunk of human tasks in three, five, or ten years from now?
Possibly, so if you’re against AI, refer to the old saying — if you can’t beat them, join them.

Making the Most of ChatGPT
I had a lot of fun playing with ChatGPT. While it can be very helpful when it comes to research, I definitely wouldn’t see it as an oracle.
You can treat the content it creates as inspiration or a starting point. But don’t use it as your final draft. It will never be able to understand your target audience as well as you can — it’s not a human being but brilliant technology.
That said, don’t treat it as your enemy or competitor either. Think of it as your assistant or a junior who can take over some of the mundane tasks you’d normally have to deal with yourself.
Check how ChatGPT can serve you and learn how to use it to its full potential. Enjoy!

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team.
A new social media platform is in town, and it’s quickly picking up steam.
Lemon8 is owned by ByteDance, the China-based parent company that owns TikTok, and it’s had a buzzy debut in the U.S.
It was originally launched in Japan in 2020 and became available in the U.S. and UK in February 2023. In the past month, it’s become the second most-downloaded lifestyle app in the U.S. behind Pinterest.
Speaking of Pinterest…
Lemon8 is described as a Pinterest-Instagram hybrid. At its core, Lemon8 is a photo-sharing app designed to inspire users.
While users and creators have been vocal about their frustrations with Instagram and its unpredictable algorithm over the past couple of years, are people looking for the next Pinterest when they could still use the original?
By the end of 2022, over 450 million active users were on Pinterest. Not too shabby, though the user base is significantly smaller than the likes of YouTube (2.6 billion users), Instagram (2.3 billion users), and TikTok (1.6 billion users).
Though Pinterest has a smaller user base than other social channels, its users are generally happy with the platform. In fact, 80% of Pinterest users feel positive when using it. Nine out of 10 Pinterest users refer to it as a “social media oasis,” and only three out of 10 social media users feel that way about other platforms.
With that in mind, is a “new Pinterest” necessary when the original seems to be doing a good job of keeping its users happy? It all comes down to how the app is used.
While Pinterest users are generally happy with the platform, they essentially use it as a visual search engine.
Many Pinterest users turn to the platform when they’re looking for inspiration related to a specific topic — perhaps a recipe using a certain ingredient, or ways to style a clothing item.  They hop on, find what they’re looking for, and hop off. While it’s great for inspiring purchases, it doesn’t have the addicting factor that platforms like TikTok or Instagram have.
That’s where Lemon8 comes in.
Image Source: Lemon8
I downloaded the app to learn more about its functionality and to see what kind of content is available on it (you know, serious investigative journalism). I was quickly sucked into the beautiful content that aligned eerily close with my interests.
Essentially, using Lemon8 is like having the TikTok algorithm serve you the inspirational content of Pinterest formatted like an Instagram post. The main feed is similar to the Pinterest home page, but the posts are reminiscent of Instagram carousels.
Where did Lemon8 come from, and why is everyone talking about it?
If it seemed like all of a sudden everyone on your TikTok For You Page was talking about Lemon8, that’s because they were.
Per The New York Times, ByteDance enlisted micro-creators from other platforms to begin posting on Lemon8. Naturally, creators who are eager to become early adopters on a new platform would want to share their new social media real estate with their existing followers on other platforms. Whether or not they have been compensated to do so has been speculated, but hasn’t been confirmed. 

@mbdailyshow Pinterest meets Instagram – what’s the deal with ByteDance’s new app “Lemon8”?
#bytedance
#tiktok
#lemon8
#technews
#businessnews
#socialmedia
♬ original sound – mbdailyshow

Looking at the initial data, the grassroots approach appears to be effective. Since launching in the U.S. in February, Lemon8 has garnered over 17 million downloads in the app store.
How should marketers be looking at Lemon8?
Currently, Lemon8 is heavily user-generated content focused, with no major brands maintaining a notable presence on the app. Though it’s only a matter of time before more brands begin hopping on board.
If your company isn’t ready to start creating Lemon8-specific content, it’s certainly worth getting on the platform to secure your handle and see what’s trending in your niche — particularly for those in the fashion, wellness, and food industries.
It’s also worth noting the user-generated feel of the platform could be a big part of what’s attracting new users. On platforms such as Instagram and TikTok where influencer marketing is to be expected, users can often feel constantly sold to. The authenticity of the organic content on Lemon8 can be a breath of fresh air compared to the constant stream of #sponsored content on other platforms.
With this in mind, brands looking to establish a presence on Lemon8 can benefit from having a healthy mix of organic, user-generated, and promotional content to avoid fatiguing their audiences.
Is Lemon8 worth investing in?
As with any new platform, there are valid concerns over Lemon8’s longevity and whether it’s worth investing in.
Because Lemon8 is also owned by ByteDance, it could face the same scrutiny as TikTok over security concerns. With the future usage of ByteDance-owned apps in political limbo, if a TikTok ban were to occur, users in the U.S. could also be barred from Lemon8.
Also, while some social media platforms emerge with a splash, the excitement can quickly fade. In recent years, apps like Clubhouse and BeReal showed promising growth but failed to capture the attention of audiences long-term.
While it’s a good idea for marketers to have a basic level of understanding of new platforms that have captured the attention of audiences, only time will tell if Lemon8 is able to turn social media lemons into lemonade.
Elsewhere in Marketing
The latest marketing news and strategy insights.
Meta making money: In Q1, Meta reported a 3% earnings increase after three straight quarters of declining revenue.
Move over Twitter: Meta’s text-based app Barcelona is vying to be an alternative to the bird app.
For the AI-overwhelmed: Jasper’s VP of Marketing breaks down how to integrate AI into your marketing team’s workflow.
On trend: how marketers can use social media trends to get in front of new customers.
Speaking of trends… HubSpot just released the State of Social Media 2023, which features insights from over 1,000 social media marketers.
Moolah-la: the creator economy is expected to reach $500 billion by 2027.