Written by
Jonathan Taylor
Published on
Oct 31, 2024
How digital marketers can use ChatGPT's Custom Instructions
When OpenAI released custom instructions in July 2023, I was excited to dig in and explore this feature. A lot has changed since then and I think the role of custom instructions in ChatGPT has changed considerably since the initial release. In my research for this post, I found that many of the blogs and articles I read were already out of date.
For many of the use-cases for Custom Instructions I found, Custom GPTs are the better choice. Many users were sharing elaborate instructions to effectively jury-rig ChatGPT to have a specific role, job, and output. I'm going to be opinionated here: I don't think Custom Instructions are best used for prompt engineering.
This is the predominant use-case for Custom Instructions – in effect, solving for situations where users were repeatedly using the same instructions.
So with all this in mind, I want to take a deep dive into Custom Instructions and how they could be used to improve interactions with ChatGPT.
What are custom instructions in ChatGPT?
Robot reading its own instruction manual
Custom instructions are system settings that are used to tell ChatGPT how you want it to interact with you based on information about you and your preferred responses. The feature has two textboxes where you can enter information. You can use natural language to express your instructions.
The feature is quite simple and impactful. Simple instructions like a request to be concise and to the point can change the way ChatGPT responds to you. You can use Custom Instructions to give your ChatGPT a persona and have it respond to you a specific way every time you chat with it.
Here’s what Open AI says about custom instructions in their custom instructions release blog:
"ChatGPT will consider your custom instructions for every conversation going forward. The model will consider the instructions every time it responds, so you won’t have to repeat your preferences or information in every conversation."
I think there is some confusion between the purpose of Custom Instructions versus using a Custom GPT. Custom Instructions apply to all conversations, even those you have with a Custom GPT. The instructions you provide, therefore, broadly impact the quality of all your chats.
Example: I asked ChatGPT to ask me question at the end of every chat
Right on cue, it follows through on the output.
Custom Instructions vs Custom GPTs
Experimenting with Custom Instructions and Custom GPTs
Before going any further, I think it's useful to break out the difference between Custom Instructions and Custom GPTs. Both features share similarities but have key differences.
| Feature | Custom Instructions | Custom GPTs within ChatGPT |
|---|---|---|
| Definition | Commands or prompts tailored to guide ChatGPT's responses or actions across all chats. | Customized GPT models accessible through ChatGPT, trained for specific domains or tasks. |
| Integration Method | Utilized within the standard chat interface by typing specific commands or prompts. | Select or switch to a custom GPT model from within the ChatGPT interface or GPT Store. |
| Customization | Relies on creative prompt engineering to achieve desired outcomes. | Relies on a model specifically trained to understand and generate content for a particular subject or purpose. |
| User Control | High, as users directly influence response style or content through prompts. | Medium, as control is exercised through model selection rather than real-time prompt manipulation. |
| Flexibility | High, adaptable to a wide range of tasks with immediate prompt adjustments. | Specific to the model's training, best for deep domain tasks but less useful for general queries. |
| Deployment | Immediate, no additional setup beyond crafting the prompt. | Requires selection or activation of the custom model through interface options. |
| Use Cases | Broad and general, suitable for tasks that can be guided by clever prompting. | Specialized, where expertise or a tailored response style is crucial. |
| Sharing | Only applies to your ChatGPT account. | Can be shared with others or publicly. |
| Expertise Required | Minimal, accessible to any user familiar with ChatGPT's interface. | Moderate to high, as users benefit from understanding which custom model to use for their needs. |
Types of instructions to provide ChatGPT
ChatGPT is remarkable because it has the ability to broadly interpret your natural language (i.e, the way you write) and use that to adjust its instructions. However, if you're looking to get the most out of this feature, I've found the instructions fall into several different categories. Let's review each category and how it can be used in your instruction set. I've included examples that could be used by a digital marketer.
- Enhancing Response Quality and Accuracy
- Customizing User Experience
- Content Tailoring and Scope
- Promoting Inclusivity and Ethical Practices
- Enhancing Security and Privacy
- Fostering Engagement and Creativity
- Incorporating Global and Social Perspectives
- Improving Feedback and Development
- Considering Future Implications
Enhancing Response Quality and Accuracy
Custom Instructions allow you to fine-tune ChatGPT's responses to improve quality and accuracy. You can specify the depth of detail, technical level, and request ChatGPT include verified information sources. This is used to prevent hallucinations and leads to a more reliable and trustworthy interaction.
Generic Example
"For each response, provide evidence-based reasoning, cite credible sources, and clarify the certainty level of the information given. Ensure accuracy by cross-referencing facts with up-to-date, reputable databases or publications."
Digital Marketing Example
"Ensure all digital marketing strategies mentioned are aligned with current best practices, incorporating the latest algorithms updates from major search engines and social media platforms. Reference up-to-date statistics and trends from authoritative marketing studies or surveys."
Customizing User Experience
You can personalize your chats with ChatGPT to match your personal preferences. You can adjust things like setting a preferred tone, style, or format (e.g., professional, casual, concise, detailed). Taking some time and tweaking this to your preferences can result in much better chats.
Generic Example
"Adapt the tone and complexity of responses according to the user's expertise level inferred from their questions. Offer to adjust explanations for clarity or depth as per the user's follow-up queries or feedback."
Digital Marketing Example
"Tailor your explanations to the user's familiarity with digital marketing concepts, adjusting the complexity of your language accordingly. For beginners, simplify explanations; for advanced users, delve into technical specifics, especially regarding SEO, PPC, and content marketing strategies."
Content Tailoring and Scope
The scope and focus of ChatGPT's content can be personalized to better fit your needs. This could be providing instructions on finding a user's context and then providing them a more in-depth explanation based on their current knowledge.
Generic Example
"Identify and focus on the user's specific area of interest within the broader topic. Avoid unrelated details and tailor content scope to match the user's query context, providing options to expand or narrow the focus based on user preference."
Digital Marketing Example
"Concentrate on the user's specified areas within digital marketing, such as email marketing, social media advertising, or analytics. Exclude unrelated digital marketing areas unless they are directly relevant to the user's query, focusing on actionable advice and examples."
Promoting Inclusivity and Ethical Practices
Custom Instructions can be used to help ChatGPT use more inclusive language and to attempt to avoid biases, stereotypes, and discriminatory expressions. The objective here is to get ChatGPT to consider these aspects prior to formulating a response.
Generic Example
"Use inclusive language and examples. Actively avoid biases and stereotypes by drawing from a diverse range of perspectives and sources. Highlight ethical considerations relevant to the topic being discussed."
Digital Marketing Example
"In discussions about target audience segmentation and personalization techniques, emphasize ethical data collection practices and the importance of inclusivity in marketing campaigns. Highlight case studies or practices that have successfully embraced diversity."
Enhancing Security and Privacy
Data privacy and security should be top of mind when working with LLMs like ChatGPT. Including some instructions to avoid requesting or sharing personal information may be valuable. I use this to help me understand potential issues that may arise depending on the topic I'm discussing.
Generic Example
"Do not request, assume, or display personal user information. Prioritize data privacy and security guidelines in all responses, especially when providing advice on digital practices or technology use."
Digital Marketing Example
"When discussing customer data management and marketing automation tools, underline the importance of GDPR compliance and other relevant privacy regulations. Recommend technologies and practices that prioritize data security and consumer privacy."
Fostering Engagement and Creativity
ChatGPT Custom Instructions can be used to prompt more creative, engaging responses. You may want to include elements like storytelling, interactive tutorials, or getting it to teach using the Socratic method. Including instructions for engagement and creativity can have a noticeable impact on the quality of your chats.
Generic Example
"Incorporate creative elements like hypothetical scenarios or storytelling to illustrate points, making interactions more engaging. Encourage user participation through open-ended questions to foster a more interactive learning experience."
Digital Marketing Example
"Encourage innovative approaches in creating engaging content and campaigns, such as using emerging technologies (e.g., AR/VR, AI-driven personalization) or creative storytelling techniques. Provide examples of successful campaigns for inspiration."
Incorporating Global and Social Perspectives
Priming your Custom Instructions may help ChatGPT to be more culturally aware and sensitive. This seems subtle, but for things like writing output certain analogies, metaphors, and euphemisms translate very poorly (or not at all).
Generic Example
"Ensure responses acknowledge and respect cultural and geographical diversity. When relevant, include global perspectives and societal impacts to provide a comprehensive understanding of the topic."
Digital Marketing Example
"Highlight global trends in digital marketing, including the impact of cultural differences on campaign success. Discuss strategies for creating content that resonates across diverse geographical and cultural audiences, considering global social issues."
Improving Feedback and Development
Use Custom Instructions to nudge ChatGPT to request, interpret, and act on user feedback. This can greatly enhance your individual conversations with ChatGPT. For things like web development, I like to have ChatGPT provide topics for further discussion.
Generic Example
"Solicit user feedback on the usefulness and clarity of responses. Use this feedback to refine future interactions, demonstrating a commitment to continuous improvement and user satisfaction."
Digital Marketing Example
"Advise on utilizing analytics and feedback tools to refine digital marketing strategies continuously. Emphasize the role of A/B testing, user feedback platforms, and analytics in understanding audience engagement and improving ROI."
Considering Future Implications
Custom Instructions can be designed with future implications in mind, encouraging foresight in technological and societal trends. This can help round out discussions that you're having with ChatGPT and to get it to think about all aspects of a topic.
Generic Example
"In discussions of trends, technologies, or societal changes, include potential future implications and ethical considerations. Encourage critical thinking by posing questions about how current decisions might shape future outcomes."
Digital Marketing Example
"Explore the potential future trends in digital marketing and marketing technology, such as the rise of AI and machine learning in personalized marketing, changes in consumer privacy attitudes, and the evolution of content consumption behaviors."
Opinion: Current State of ChatGPT's Custom Instructions
What's the meaning of Custom Instructions?
When Custom Instructions were first introduced, the feature was quickly co-opted into doing things more akin to setting up AI assistant. Many of the examples I found in my research for this post, such as this super cool GitHub repository, have been made redundant by Custom GPTs.
For myself, my usage of Custom Instructions has evolved considerably. My first iteration of custom instructions included roles for ChatGPT to adopt depending on the type of conversation. I had a coding mentor, a business coach, and a copywriting assistant role. But in these cases, I think taking them time to set up a Custom GPT is a better option for a number of reasons.
At the time of release, Custom Instructions filled a void in ChatGPT. Users like me had a library of prompts with roles and instructions, and some we used frequently enough to warrant including at system level. In developer-land, Custom Instructions are called system settings, and I think this is the better approach.
I think that Custom Instructions are used too broadly and users may not appreciate the effect that they have on overall chat quality. Or, they are using them to cajole ChatGPT into doing something that is better suited for a custom GPT.
Less is more when it comes to Custom Instructions. Take a look at Sam Altman's Custom Instructions if you want to see how the CEO of OpenAI approaches them.
