4 Ways AI Is Transforming Social Media Marketing

Rebecca Barnatt-Smith explains how marketers and content creators can use AI-powered predictive analytics, content personalization and planning tools to create successful social media campaigns.

Is artificial intelligence (AI) the next big thing for social media marketers?

With over 4.26 billion social media users, AI is poised to transform targeting and improve content personalization for a more focused marketing future.

AI is not a new phenomenon in the marketing world. More than 56 percent of chief marketing officers (CMOs) surveyed said they use automated assistants to personalize content and track consumer insights. AI-powered social strategies are just the next step in the rapidly approaching digital future of campaigning.

However, could promoting AI-infused social campaigns raise ethical concerns for future marketers? From violating consumer privacy to biasing the decision system, big tech comes with a lot of responsibility.

Here, we look at the impact of AI on social media marketing and discuss some of the top AI-infused platforms that should drive social strategies in 2023.

How can AI improve your social media?

Using AI, you can quickly segment large demographics into target groups, track viral trends, and schedule personalized content responses in seconds.

If you want to compete against commerce giants and industry leaders, your social content needs to be consistent, impactful and tailored to each consumer. Here are some ideas on how AI can help.

Personalization of content

In 2023, 73 percent of shoppers expect brands to offer them a personalized experience and content that speaks directly to their values. AI can increase the potential for brand personalization in a number of ways.

By automatically collecting behavioral and historical consumer data, AI-powered platforms can quickly learn about users’ interests and predict which products or services they will interact with, leading to hyper-personalized experiences that can drive engagement and increase opportunities. conversion.

However, with 69 percent of consumers now concerned about how their data is collected and used in mobile apps, it’s important to use content personalization tools with caution.

“As consumers continue to learn and become more aware of their data rights and the data they currently use, I expect we will see more and more calls from consumers to protect their data,” said Swish Goswami, CEO of the browser extension platform. : Surf.

The key here is to keep your consumers connected. Let your followers choose what they share and make sure the data you collect is transparent. Personalized advertising, messaging and targeting is a game changer for business, as long as you have consent.

Automatic content placement

Creating content for your brand is a driver of audience engagement.

While experts recommend that brands upload social media content daily, this process can be time-consuming. Using AI-powered social media tools, marketers can feel the pressure off as automated assistants not only create original content formats, but also schedule them automatically.

For example, AI-infused content planner Sprout Social can create personalized tweets that respond to fans and followers within seconds. Instead of physically curating social channels and checking responses, Sprout Social monitors a brand’s comment section before analyzing the tone and sentiment of the response. Sprout can then offer an automated response that aims to continue the conversation between the brand and the consumer.

While autoresponders can raise ethical questions about a brand’s true identity, Sprout Social ensures that before an autoresponder is posted, the social media manager can review and edit the content. This ensures that the brand’s voice still has a human touch when communicating with its audience.

Hubspot is also a great tool to have under your belt, especially if you’re struggling to come up with new content ideas. By simply pasting the content link into Hubspot’s content creation feature, it uses AI to quickly analyze metadata and create an original social post.

Social media advertising

Social platforms are perfect vessels for advertising success. Whether you choose TikTok or Instagram with the ability to pop-up on users’ scrolling feed, or sponsored TikTok that blends seamlessly into the For You page, social channels allow for a more organic future of advertising. for installation.

However, with so many brands using social media, it can be difficult to make your ad stand out from the crowd. Your ad should be full of compelling captions, quick links to your online store, and contain a personalized hook for your target consumer.

Using AI, brands can optimize their advertising performance on social channels. With the ability to analyze historical campaigns and current trends among industry leaders, AI-powered advertising tools like Sprinklr can make recommendations for smarter campaigns that drive better results.

In addition, AI-infused advertising strategies are more likely to be personalized for each user’s flow. AI tools like Phrase can generate customized ad wording that adapts to target individual customers. This is a great way to ensure your ad captions remain fluid and speak directly to a variety of leads.

Predictive analytics

While it’s easier than ever to track social media performance, acting on your results can be tricky. AI-powered monitoring tools use data collected on content engagement, clicks and consumers and turn these insights into predictions to work on new campaigns, content formats and new target groups.

The key here is to take these predictions and turn them into content campaigns that frame your brand values. It’s also important to do your own research before committing to an AI-generated content campaign, because just like humans, AI can have decision-making biases.

“AI is flawed and in a perfect world should be used critically, responsibly and democratically,” said Annie Brown, founder of creative sharing platform Lips. “AI is only as fair and accurate as the algorithm, and the algorithm is only as fair or accurate as the human-generated information it collects.”

For example, if your AI tool collects only from a specific group of consumers, it is likely to inherit the same biases. Therefore, it is important to conduct your own content research if you want your brand voice to remain objective on social media.

However, with more data to inform their strategy, brands that use AI to influence their social campaigns are more likely to see higher conversion returns.

As social platforms continue to become more visual, AI can also improve video and image analysis. For example, AI algorithms can now identify certain aspects of Instagram images and TikTok videos, making it easier to gather more data about user interests and behavior.

Visual analytics can help a brand improve its content styles as AI tools learn more about audience preferences and viral distribution formats.

Can AI take social media marketing to the next level?

AI can enhance a consumer’s experience with a brand on social media. With predictive analytics, the content users receive is more likely to speak directly to their values.

While there are still ethical concerns surrounding the future of AI-infused campaigning, there is hope on the horizon for transparency in data sharing and the impact of algorithmic bias as both consumers and marketers take control of data collection and sharing.

As machine learning gets even smarter, the opportunities are endless for brands looking to get closer to their leads. From automated replies to automated content creation, the future of social media marketing is powered by AI.

By: Rebecca Barnatt-Smith

Rebecca Barnatt-Smith is a freelance content writer and head of multimedia marketing at Solvid Digital, specializing in social media trends and digital marketing.

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