A guide for social media marketers

Daksh Sharma of Iffort, a digital technology and marketing company, examines the level of support that AI language models can offer social media marketers with a showdown between Bard and GPT 4.

Finally, after all the waiting, Bard was launched by Google in the US and UK in the third week of March 2023. The conversational AI chatbot is a large language model that competes directly with OpenAI’s ChatGPT and Microsoft Bing Chat. At its soft launch, Bard warns users that some answers may be inaccurate.

We took both GPT 4 and Bard for a spin with prompts created from a social media marketer’s lens. The idea was to explore how much support these large language models can offer social media marketers and who does the job better.

Here are the 5 tasks we have chosen for both GPT 4 and Bard.

S.No.Bard v/s GPT 4 Test1Topical Post2Carousel Post3Influencer Outreach email4ORM: Handling Negative Comment5Script for Instagram Reel Round 1: Topical Post

So the first challenge was to write a current Diwali post for a cleaning company.

Here’s what Bard wrote based on our assignment.

GPT 4’s response to the same request

Conclusion Round 1: While both language models provided a fairly well-crafted LinkedIn post, GPT 4’s response has a slight advantage as the post was contextually relevant to the brand’s service offering. Also, the hashtags were more appropriate.

1 (GPT 4) – 0 (Bard)

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The next challenge was to create a LinkedIn carousel post. “A Guide to Posting” on how to get the most out of your LinkedIn ads.

This is how Bard approached this task. One thing that stands out about Bard is that it gives you drafts of each answer and you can toggle between the three drafts.

Conclusion Round 2: No clear winner in this round as both did their jobs fairly effectively.

1 (GPT 4) – 0 (Bard)

Round 3: Influencer Outreach Email

Crafting the perfect email to reach out to influencers can sometimes be a very time-consuming task. It includes personalizing your message. How did Bard and GPT 4 fairly fare on influencer outreach emails?

Bard’s Response to Influencer Outreach

The same briefing was given to GPT 4 and his response was detailed.

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Subject: Invitation to experience our newly opened boutique luxury hotel in Jaipur

Darling [Influencer Name],

We hope this email reaches you well. We came across your amazing travel content on Instagram and were struck by your passion for exploring unique and unusual travel destinations. As a fellow traveller, we would like to reach out to you and introduce you to our newly opened boutique luxury hotel in Jaipur, [Hotel Name].

Located in the heart of the Pink City, our hotel offers a blend of modern luxury and traditional Rajasthani hospitality. From the exquisite interiors and bespoke amenities to the stunning rooftop pool and panoramic city views, our hotel promises an unforgettable experience for discerning travelers like you.

We would be delighted to invite you to our hotel and experience the best of Jaipur. You can choose from our range of luxurious rooms and suites, all carefully designed to ensure your comfort and convenience.

Aside from the exceptional facilities and services, we think there are several reasons why partnering with us would be a great opportunity for you:

Unique and Authentic Experiences: As a boutique hotel, we focus on providing our guests with unique and authentic experiences that showcase the local culture and heritage of Jaipur. We offer curated tours, personalized services and immersive activities that will make your stay an unforgettable experience. Collaboration Opportunities: We believe your travel content is a perfect fit with our brand values ​​and philosophy. We would love to work with you to create engaging and inspirational content that showcases our hotel and the city of Jaipur. Mutual Benefits: By partnering with us, you can benefit from our guests and followers, as well as access to our network of travel industry contacts. We are also open to custom packages and exclusive offers for your followers.

We would love to host you in our hotel and show you the best of Jaipur. Please let us know your preferred dates of stay and we will be happy to make the necessary arrangements.

Thank you for your time and we look forward to hearing from you again soon.

Best regards,

[Your Name]

[Your Hotel Name]

Conclusion Round 3: GPT 4 was a clear winner for the level of personalization, detailing and elaboration.

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2 (GPT 4) – 0 (Bard)

Round 4: Next up was an ORM test and we compared how the LLMs react to negative customer feedback.

While Bard promptly penned a response, it also offered a full refund on the recent purchase, assuming the request was related to a purchase.

This is how GPT 4 performed in the ORM test. The answer was based on a factual comment from the user and made no specific assumptions.

Here’s an example of a balanced response to a customer’s negative comment on a Facebook Page:

Darling [customer name],

We are sorry to hear about your negative experience with our customer support. We understand how frustrating it can be not receiving a response and we apologize for any inconvenience.

We want to assure you that we take all feedback seriously and strive to provide our customers with the best possible support. We have reviewed your case and have forwarded it to our management team for further investigation.

We appreciate you bringing this to our attention and would like to put things right. Please check your inbox for a follow-up email from our team regarding the status of your case. If you have any further concerns, please do not hesitate to contact us directly.

Thank you for your continued support of our brand and we hope we have the opportunity to serve you better in the future.


[Your name]

[Your brand name]

Round 4 Conclusion: While Bard is still in its infancy, based on current reactions, GPT 4 appears to be a clear winner.

3 (GPT 4) – 0 (Bard)

Round 5: Can these LLMs help with scripting for platforms like Instagram? That was our final task as the test involved creating an Instagram reel script.

Bard’s answer was created directly from the prompt, and the script segregation was done according to the sections for video, the script itself, and the call-to-action and question sections.

The format of GPT 4 was more like how a video script is normally written, with a combination of recording + voiceover and CTA.

Sure, here’s a script for an Instagram reel that encourages viewers to watch sporting events featuring women and promotes gender neutrality:

[Opening shot of a woman playing a sport]

Voiceover: “Why watch sporting events with women?”

[Cut to a shot of a young girl watching the same sport on TV]

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Voiceover: “Because it’s not about gender. It’s about talent, hard work and passion.”

[Cut to a shot of a female athlete celebrating a victory]

Voiceover: “It’s all about the thrill of the game, the excitement of the competition, and the joy of winning.”

[Cut to a shot of a young boy cheering for a female athlete]

Voiceover: “It’s about breaking down barriers, smashing stereotypes, and promoting gender neutrality.”

[Cut to a shot of a diverse group of fans cheering together]

Voiceover: “It’s about coming together as a community, supporting one another and celebrating the achievements of all athletes, regardless of gender.”

[Closing shot of the original female athlete playing her sport]

Voiceover: “So why watch sporting events with women? Because it’s about so much more than just the game. It’s about equality, empowerment and inspiration. Are you ready to join the movement? Watch women’s sport today.”

[End with a powerful call to action and relevant hashtags]

Call to action: “Let’s level the playing field. Watch women’s sport and support gender neutrality today.”

Hashtags: #WatchWomenSports #GenderNeutrality #EqualOpportunities #EmpowerWomen #InspireChange #YoungAudience

Round 5: By the end of Round 5, it’s apparent that GPT 4, at least for now, has a clear advantage over BARD in terms of creative thinking and writing uniqueness.

Final Score: 4 (GPT 4) – 0 (Bard)

Summary: These are very early days for Bard and perhaps if we ran this test a month later the results would vary, but if a social media marketer had to pick a best friend now, it has to be ChatGPT (GPT 4 ) . The only caveat is that the new version GPT 4 comes with a price tag. So if you’re willing to pay for efficiency and build on the intelligence, it’s a no-brainer. However, if price is a constraint and Bard is going to make huge strides from here as Google’s data savvy is vast, then maybe that’s something you should look into. You can also check out this scroll to better understand the differences between Bard and GPT 4.

In part two of my column featuring Social Samosa, I’ll explore further how media planners can explore GrowthGPT.

The article was written by Daksh Sharma, the co-founder of Iffort.

Disclaimer: The article represents the opinion of the author and does not necessarily reflect the position of the publication