A Preliminary Study on the Application of ChatGPT in Content Operation

01 AIGC and content operations

We are experiencing the AIGC Internet era. The content production method has gone through the process of PGC—>UGC—>AIGC. Now, we can use artificial intelligence to automatically generate text, pictures, audio, video, and even 3D models and codes.

The evolution of Internet content production methods

As the industry's leading artificial intelligence language model, ChatGPT-4, which was launched in March this year, has more powerful language processing capabilities, a comprehensive upgrade of knowledge, and supports the addition of emoticons and customized chats...

GPT-4 vs GPT-3.5 capability comparison

OpenAI researchers speculate that the emergence of ChatGPT could affect approximately 19% of jobs in the United States and at least 50% of their work tasks.

ChatGPT also plays an important role in operations.

In-depth content operation, user operation, data operation, product operation, etc., allows us to save time and energy in basic copywriting, information collection, user research, etc., and can also help us explore user needs, analyze industry trends, customize personalized content according to different user groups, assist in data analysis, and even write SQL statements...

In today’s article, we will take “content operation” as the entry point, conduct actual evaluation and analysis and summary on the specific application scenarios of ChatGPT in content operation work, to help students who are not familiar with AIGC tools to get started faster and improve work efficiency for everyone.

02 Application of ChatGPT in content operation

First, let’s talk about ChatGPT. Some students may have experienced it, but it seems that it is only in the experience stage and has no practical application.

Today we will start with the work scenario of content operation and experience the whole process of how to use ChatGPT to "work" for us.

The following evaluation is from ChatGPT-4

1. Content generation and optimization

a. Outline and copywriting

When we write articles and content, sometimes we may not know where to start. Writing an outline before writing is the first step to help us focus on the topic. ChatGPT can help us quickly sort out our thoughts and draw up a clear article outline, allowing us to write more organized.

After ChatGPT gives you an outline, you can ask it to explain and write a copy for any part of the content in the outline that you don't understand or need to supplement. (The outline in today's article also uses part of the outline given by ChatGPT, learn and apply it flexibly·-·)

ChatGPT generates outlines and copywriting

The content generated by ChatGPT may also be biased. You can correct it and train it to get a more satisfactory answer.

Using ChatGPT to generate copy and training process

ChatGPT's copywriting ability can be applied to: news articles, advertising copywriting, Zhihu Q&A, college entrance examination essays, advertising copywriting, creative slogans , etc. Although there is room for improvement in terms of online sense and language sense, at least it saves you the effort of cutting vegetables.

Generate creative slogans using ChatGPT

b. Theme Planning

ChatGPT can also be used for theme planning. Tell it your needs and ask it to provide themes, gameplay, promotional copy, etc. ChatGPT can help us quickly sort out the activity process, but it requires us to pay more attention to creativity.

After all, understanding humans is humanity’s strong point.

ChatGPT topic planning (excerpt)

c. Title optimization

After completing the outline and writing the main text, we need to give the article a suitable title. This part of the work can also be done by ChatGPT. It will provide more matching article titles by analyzing the core ideas and keywords of the article. After getting its title, we can select a title in a certain direction and let ChatGPT diverge infinitely to select the title that best meets the needs.

ChatGPT generates titles

2. Cross-language content localization

a. Translation and Proofreading

When using ChatGPT translation, we must enter the correct instructions so that it can help us solve the problem in the correct role.

[Basic gameplay] Provide the text and let ChatGPT translate it directly.

ChatGPT Chinese to English

[Advanced gameplay] Set roles for ChatGPT and ask it to translate and improve the language.

ChatGPT translation and optimization

b. Cultural differences considerations

When facing some overseas projects, content operations need to pay attention to the cultural background of different overseas markets to avoid touching on sensitive topics or generating content that causes misunderstandings. In terms of cultural differences, language usage, etiquette, case citations, etc., ChatGPT is a very effective encyclopedia assistant that helps us understand the cultural background of the target market and better adjust the content strategy.

Use ChatGPT to focus on cultural differences in different regions

3. New media operations

a. Automatically generate replies and comments

Before the emergence of ChatGPT, many companies have been using intelligent customer service to reduce the cost of manual customer service. However, the current intelligent customer service is not smart enough, and ChatGPT's "role-playing" ability is exactly what the customer service industry needs.

The following is an experiment on ChatGPT as an intelligent customer service. First, tell ChatGPT the specific customer service identity, and ask it to answer user questions while converting private domain traffic.

ChatGPT is responsible for customer service

ChatGPT can understand the comments and questions of community users and generate appropriate responses. It can improve the efficiency of community operations and provide users with a real-time interactive experience.

b. Manage community interactions

ChatGPT can also simulate the operator's language style to interact with users more naturally, improving user engagement and satisfaction. It also supports automatic classification of comments and questions in the community, helping the operation team to solve problems and meet user needs more effectively.

ChatGPT simulates the language style of community operation

c. Monitor public opinion and hot topics

ChatGPT can capture hot topics, news, and social media dynamics on the Internet from multiple sources. It can also conduct in-depth analysis of the captured text data to identify hot topics and trends, helping content operations teams to keep abreast of market changes. It also supports real-time monitoring of the online voice of brands, products, or services, identifying potential negative public opinion, and reminding operations teams to take action.

*Because ChatGPT does not support real-time search, the above content needs to be completed with the help of third-party plug-ins. For details, see Article 3-3. Unlock more hidden gameplay.

4. Content review and optimization

a. Grammar and typo check

When we get a piece of copywriting, we can also let ChatGPT act as a Chinese teacher to help us optimize the text content and improve the writing quality. Especially for long copywriting, manual review will inevitably lead to omissions. Using ChatGPT can help us do an extra layer of basic proofreading, find and correct errors, and make the text more professional and easy to read.

ChatGPT optimizes text content

b. Adjustment of style and tone

ChatGPT supports writing according to the styles of different platforms.

We input clear instructions, such as " produce an article suitable for posting on Xiaohongshu ", and ChatGPT will generate content that conforms to the style of the corresponding platform based on the characteristics of the platform. You can also ask to generate titles with specific elements, such as interrogative sentences, numbers, emotional words, etc., to increase the attractiveness and spread of the article.

ChatGPT produces customized content based on the platform's tone

03 Enjoy the AIGC Family Bucket

1. AIGC-Drawing

In the process of producing content, image materials are a rigid need for every content operator. It takes too long to ask the designer for a request, and then find some image materials in the copyright library, but the effect is usually unsatisfactory. Now, the combination of ChatGPT + AI drawing model can add unlimited potential to content creation.

Characteristics of different AI graphics models (Image source: Internet)

Here we use the free open source AI drawing model: Stable-Diffusion-WebUI (hereinafter referred to as SD) for a brief explanation.

ChatGPT generates text content, and SD generates corresponding images. Combining the advantages of both can reduce the burden of manual editing, improve work efficiency, and allow for more creative thinking, such as generating personalized cover images and making customized operation images.

SD Guide

Several functions of SD core: text to image (txt2img), image to image (img2img), and model training.

Wenshengtu operation page

SD-Image-2D to 3D

SD-Image-3D to real person

Prompt

We can refer to the prompt words, parameters and seeds of the works uploaded by masters on the model sharing community C station, which allows us to quickly try out effects of similar styles and conduct training.

Works shared by civitai community

Enter positive prompt words to indicate what you want to appear in the image, such as: HDR, UHD, 64K, Highly detailed, Studio lighting, Professional, Vivid Colors, Bokeh, High resolution scan, Sketch, Painting…

Prompt to improve image quality

Painter-style prompt

Enter reverse prompt words to indicate content that you do not want to appear in the image, such as: mutated hands and fingers, deformed, bad anatomy, disfigured, poorly drawn face, mutated, extra limb, ugly, poorly drawn hands, missing limb, floating limbs, disconnected limbs, malformed hands, out of focus, long neck, long body…

Reverse prompt word

Since alchemy is a technical job, you can't rush for success, so I won't go into details in today's article. There are a lot of AI drawing learning resources on Bilibili, and friends who are interested can slowly study them.

Save the original image and import it into SD card to unlock the image parameters

2. AIGC-Video

After introducing text and pictures, another form of content that cannot be ignored is video.

The two most important things in the video workflow are pre-production planning and post-production . AIGC can improve our efficiency in both of these things. ChatGPT is used to generate copy in the early stage, and AI tools are used to automate video production in the later stage.

The author has also tested a number of AI-generated video tools. In general, the ability to automatically generate videos by inputting text may not yet be able to be used directly, and many materials still need to be replaced manually.

The application of this type of AI tool combination is currently more suitable for the early stage of establishing a short video account, when batch production is needed to quickly and cheaply test the popularity of short video keywords in a certain vertical field. However, I believe in the speed of AI iteration, and the overall trend of video production in the future will definitely be lighter and more efficient.

Step 1. Produce video script

Tell ChatGPT the topic you want to write about, and it will generate a complete video script in just a few seconds, including specific scenes and transitions. Although it is still lackluster in terms of creativity, using ChatGPT to write news and improve content production efficiency is still helpful for non-professionals to start video creation.

Generate video scripts using GPT-4

Step 2. Filter BGM

When making a video, choosing a suitable background music is a key step in establishing the mood of the video. ChatGPT can help you filter through a large number of background music, saving time. Just tell it what mood your video is in, and it will immediately give you clear reference suggestions.

We look forward to integrating with audio source websites in the future to achieve synchronized preview effects, which will make the experience even smoother.

Step 3. Automatically generate short videos

Generate texts through ChatGPT and copy them into a tool that supports AI text-to-video conversion to achieve automatic generation of short videos. Some mobile editing software on the market also supports text-to-video conversion, and the system can manually replace the matching materials when they do not meet the requirements.

Tencent Smart Film-Digital Human Broadcasting Function

Mobile version of Jianying-Image and text into film function

Different from the complicated operation interface of professional editing software, this type of AI video production tool makes it easier for the general public to produce videos. In this era of information explosion and unlimited emphasis on production efficiency, AIGC videos may have more mature development and application in the future. It seems that the meal of traditional media is getting harder to eat... (囧)

3. Unlock more hidden gameplay

Here are some practical third-party plug-ins to make up for some of the shortcomings in ChatGPT's current functions.

a. ChatGPT real-time search

As an early-stage product, ChatGPT cannot provide real-time answers like a search engine. However, you can obtain real-time search results through the Google browser plug-in Web ChatGPT.

Plugin Web Chat GPT

Before and after installation

Microsoft's New Bing is more like a search engine. Although it can also chat with you, its purpose is to make you use its search function better. New Bing will not generate new text, but answer your questions based on existing content on the Internet.

What if you want to compare the answers of ChatGPT and New Bing? You can use the third-party plug-in ChatHub to intuitively compare the search results of ChatGPT and New Bing, making it easier for operations staff to choose results.

ChatHub demo page

b. Speed ​​reading

Before writing articles and conducting academic research, we usually need to read a lot of literature and papers, standing on the shoulders of giants to better understand the research object and the market situation, etc.

ChatPDF can save us from time. Uploading the PDF version of the document can help summarize the document in a very short time, and we can also ask questions about the content of the document.

ChatPDF demo page

c. More application scenarios

Some common workplace needs, such as: writing weekly reports, emails, helping people with poor language expression skills (social anxiety) to do business development... ChatGPT, which has multi-language copywriting capabilities, makes people feel like having a senior secretary on call at any time.

ChatGPT optimizes product selling points

04 How to avoid ChatGPT saying "correct nonsense"

If you use it more often, you will find that the replies in ChatGPT are a bit like "nonsense literature".

That's because your input instructions are not accurate enough.

Through recent repeated conversations with ChatGPT, I have summarized the following questioning techniques for your reference.

1. Give it a role 🙎‍♂️
2. Tell us what you need ✍️
3. What do you need it for?
4. Add more specific information 〰️

The above is an inappropriate example (don’t learn from this if you are serious)

By inputting standardized instructions, it is easier to get a customized answer that better suits your needs.

Above we mentioned the various application scenarios of ChatGPT in operational work. In fact, not only operations, but also professions such as translators, writers, lyricists, lawyers, teachers, administrators, financial workers, journalists, customer service, etc. may be affected by ChatGPT.

So are we going to be unemployed soon?

Yes and no.

05 Will operators lose their jobs?

The rapid development of AI technology is bound to have a huge impact on the form of occupations, replacing many simple mental labor jobs. However, throughout history, technological progress is an irreversible trend in the development of human civilization. Every technological innovation will bring about an increase in productivity and an iteration of work models and social structures.

Based on the principle of if you can’t beat it, join it, ChatGPT should be regarded as an auxiliary tool to assist us in our daily work.

Taking new media operations as an example, the core competitiveness lies in the innovation and creativity of content. Although ChatGPT can generate different types of articles, it relies on the combination of existing documents and writing patterns in large databases. It is the product of corpus training and lacks creativity and human touch.

A qualified new media operator needs to write content that people can empathize with. In this regard, artificial intelligence, which lacks understanding of users and creativity, may not be able to do the job.

The same is true for user operations. Although AI is capable of providing customer service and solving single-point problems, it is still difficult to understand the changes in human needs and formulate corresponding strategies. Again, understanding people is the strength of humans.

In short, it is better to take action than to worry. Perhaps the best way is to constantly hone your ability to cope with changes. In the post-era of artificial intelligence applications, we might as well focus on improving the following capabilities.

1. Improve your questioning skills

In this era of information overload, answers are not scarce, but high-quality questions. Questions reflect thinking style and ability. ChatGPT is an answer-providing tool. You only need to ask high-quality questions to find satisfactory answers in human-computer interaction. To realize the value of technology, the key lies in independent thinking ability. Avoid blindly following trends and simple imitation, because humans cannot compete with AI in imitation.

2. Cultivate learning methods

Faced with an endless ocean of knowledge, people's time and energy are limited. How can we master more practical knowledge in a limited time? We need to constantly improve our learning ability and efficiency. The right learning method can help us achieve twice the result with half the effort and master knowledge more efficiently.

3. Improve the ability to apply technology

Mastering technology can significantly improve productivity. When new technologies are born, we should maintain curiosity and a spirit of exploration. With the help of technology, people can be freed from tedious, repetitive and inefficient labor, freeing up more time for thinking.

It is undeniable that ChatGPT still has many defects and cannot be separated from manual supervision.

As for whether ChatGPT will eliminate us,

Those who should be eliminated should be the operators who don’t know how to use AI, not the operators themselves.

A heartwarming conversation with ChatGPT, inexplicably touching

References

1. TECH OpenAI CEO Sam Altman says he's a 'little bit scared' of AI

2. OpenAI: ChatGPT Could Disrupt 19% of US Jobs, Is Yours on the List? | PCMag

3. https://zh.wikipedia.org/wiki/Stable_Diffusion

4. A detailed explanation of AIGC: an accelerator for the development of the metaverse – PANews

5. How does the stable diffusion webui work and comparison of sampling methods – Zhihu

6. ChatGPT has another "big bomb", will all customer service staff be laid off? - Tiger Sniff

7. Stable Diffusion Prompt Usage_Bacon Cheese's Blog-CSDN Blog

Author: huiyuuchen

Source: WeChat official account "Tencent CDC Experience Design"