🔌 AI Update: The Future Of Content Creation 🤖

Hello!

George Mack here. Wrapping up my first week as Chief Plug Officer.

In the words of the iconic philosopher Rebecca Black, It’s Friday.

Ready to get plugged in?

Here’s the 0.1% of marketing information today:

• AI Update: The Future Of Content Creation 🤖

• The $50M Advertising Rule

• BeReal 🤔

🔌 AI Update: Conversation > Content

This feels inevitable in the next 12-18 months…

🔌 Who is building AdGPT?

Imagine this: Connect your advertising account to AdGPT, and it can produce new creatives based on your best-performing creatives live in real-time.

You could take this by making it monitor thousands of ad libraries at once.

The $50M Advertising Razor

The CMO of Hubspot with some 🔥

“You need 1 channel to get to $50m and 2 channels to get to $100m”

Mic drop.  

To use The Plug’s favourite meme in 2023:

The $50M Razor:

Are you below $50M? If yes, focus on the biggest channel of success.

Are you above $50M? Ok, cool. You’re allowed another channel.

Don’t be the midwit.

🔌 Plug Takes:

1. Make sure you get all the juice out of one channel before you move to the next one. 

2. If you’re going to expand channels, move to a similar one. For example, Meta ads to TikTok ads is much easier than Meta Ads to billboards.

3. Have a kill function - Decide how many experiments/budget you need before you kill the channel, vs just running it aimlessly.

“Channel diversification is a siren song of death for so many smaller brands” - Taylor Holiday

🔌 BeReal: From Viral to Spiral

The Plug loves a timestamp on marketing predictions.

We don’t want to hear your future predictions, we want to see the timestamp of your old marketing predictions and how they’ve trended.

Today’s timestamp award goes to Steven with a solid prediction on BeReal 👀

The slow fade away of BeReal reminds me of the slow fade away of Clubhouse.

Why is BeReal Struggling?

1. You live and die by network effects - What causes an app to go viral, can also cause it to die. The same flywheel that made you – can end up killing you.
   

2. The more energy your network effects require, the tougher it is to maintain - Clubhouse required people to tune in and create LIVE. This is tough when you can just listen to a podcast whenever.

   
   And if you’re the creator, you can record a podcast and reach way more people async.
   
   Likewise with BeReal. It requires daily creation from the person, which works when it’s novel - but it quickly fades away.

   
   E.g. When you first used Instagram or Facebook - you probably posted everyday.

   
   You may now have gone months or years without posting on these apps - but the 1% of creators is what keeps them going.
   
   There’s no BeReal Mr. Beast or Logan Paul — and that’s why it’s dying.
   

   BeReal reminds me of a recent shower thought I had: The Forgetting Paradox.

🔌 Daily Ad Plug

Waterproof Band-Aid (2020)

If you enjoyed this, forward this email to a friend or click the button below

George Mack

Chief Plug Officer 🔌