Artificial intelligence is the biggest trend in 2023 and has permeated almost every industry with its game-changing disruptive potential. The power of AI is more demonstrable in some sectors, one of which is social media. The online landscape is fast evolving. It needs to be supported by the latest AI technology, such that marketers can plan, develop, manage and optimize their brand’s strategies and messaging in shorter time periods without breaking a sweat.
No matter which industry your company belongs to, being active on social media to build awareness about your brand and engage prospective customers is a given. In 2023 the total number of active social media users is 4.76 billion—and this number is only expected to increase exponentially in the coming years. This means that if you are not utilizing social media to market your brand, you are losing out on hundreds, perhaps, thousands of customers.
Since the launch of ChatGPT in 2022, the popularity of AI has increased manifold, and now a lot of social media platforms are jumping on the trend with big announcements—like Snapchat’s plan to create AI “friends” (read: chatbots) for its users, powered by ChatGPT, and Meta’s intention to revamp its AI unit to introduce generative tech into its consumer products (mainly WhatsApp and Messenger).
The complete implications of using AI in social media may not be evident currently, but with more sophisticated integrations and applications coming up, we can certainly say that artificial intelligence will be a driving factor in the future of social media.
How Is AI Being Used In Social Media?
According to Pragnya Singh from Social Pilot, “AI has revolutionized the way businesses approach social media marketing by introducing advanced social media management tools. These tools help automate, analyze, and optimize marketing strategies, enabling brands to reach their target audience more effectively and efficiently. By leveraging AI-powered algorithms, businesses are gaining valuable insights, improving customer engagement, and tailoring their content to suit specific audience preferences.”
Let’s check out some use cases of incorporating AI in your social media initiatives.
- Generative AI
Generative AI is leading the digital revolution, and marketers are exploring various AI models for generating creative ideas (text, images, videos, etc.) and optimizing processes for maximum efficiency and better opportunities.
Using generative AI, you can input prompts to create a new piece of content, such as social copies, images, videos, or even computer codes. AI tools like ChatGPT and Jasper AI have already gained worldwide recognition for producing text assets, and the launch of GPT4 is expected to take long-form content generation to a whole new level. With the help of Jasper ART, you can quickly generate pieces of artwork that conform to a specific style and aesthetic in order to enhance your brand visuals.
Along with these, we have Dall-E and MidJourney that can create completely new images based on prompts or already existing pictures on the internet. These tools function on machine learning algorithms, and they provide marketers with quality creatives in minutes.
- AI Analytics
The ability to analyze and segregate huge volumes of customer data acquired from social media platforms is the biggest contribution of artificial intelligence to this field. AI-powered analytics platforms such as Emplifi and Flick can provide marketers with advanced audience insights and have tracking, analytics and reporting features too.
With artificial intelligence, marketers can explore and categorize creative assets for thousands of attributes, which they can then organize into word clouds for creative analysis and optimization.
- Social Media Ad Monitoring And Management
Social media ads require a lot of tracking user behavior and optimizing for better results. AI software like AdCreative.ai or ADYOUNEED can be used to generate high-performing ad creatives for multiple platforms like Google, Facebook, etc. and provide automated scaling, targeting and optimization. They mostly work on a machine-learning (ML) model and are geared toward helping marketers save time and develop quality ad campaigns to increase marketing ROI.
With artificial intelligence, marketers can —
- build enriched customer personas,
- set and hit campaign goals,
- allocate and adjust advertising budgets to satisfy KPIs,
- find new audience segments and conversion opportunities,
- create visual ads and hyper-personalize messaging,
- predict ad campaign performance success by forecasting which language will produce the best results or which content to offer based on the keywords your buyers use when searching for items and services similar to yours…
…and much more!
- Customer Support AI Chatbots
AI chatbots use NLP to simulate human-like conversations to give customers a more personalized experience. With NLP and machine learning working together, AI chatbots can interpret user responses (even those including abbreviations or slangs extensively used by the GenZ audience), engage them with relevant answers for support, and improve over time by learning from previous interactions.
Integrating AI-powered chatbots with social media channels enables real-time, personalized customer service and helps with lead generation. They can even route complex support tickets to customer service agents and provide added context for faster resolution. AI chatbot tools like Netomi and Zendesk are some great examples.
BONUS: Communities on social media see both positive and negative interactions. Social listening with AI, particularly NLP technology, can help detect, analyze, delete, block comments from spammers and bad actors bent on abuse, thereby helping marketers create a healthier online environment for their brand’s community.
Benefits Of Using AI In Social Media
As highlighted above, AI is useful in a number of aspects related to social media. From the automated posting of pre-scheduled creatives on various social media channels to automated keyword bidding and campaign budget optimization for ads, any features that leverage automation, machine learning, or algorithmic functions are basically using artificial intelligence.
Here are some benefits of using AI in social media:
With artificial intelligence, brands can process massive volumes of customer data. AI is instrumental in not only providing a unified and comprehensive understanding of the prospect and customer behavior across all marketing touch-points, but it can also help in analyzing each individual customer’s (or audience segments) preferences and crafting hyper-personalized strategy and communication for them, geared towards nurturing and subsequently, conversion.
The most widely applied aspect of artificial intelligence is automation. AI automation is very effective because it combines the benefits of business process automation—efficiency, increased speed, and scalability—with the flexibility, insights, and processing power of AI technology.
Furthermore, since the finest AI systems enable marketers to define parameters, there is little risk of unforeseen occurrences causing outcomes to deviate too much. For businesses using social media, this means faster, more personalized communication, increased data use and accuracy, and enhanced customer experience.
- Improved Customer Insights
AI assists in the collection and analysis of behavioral data and insights from your potential customer’s actions on socialism data. It also helps in accurately communicating with customers. AI has a competitive edge over humans here in that it can assimilate all the information far more quickly and accurately. AI learns the demands of the client with each interaction and can anticipate buying behaviors and preferences.
Be it recognizing images through complex algorithms, ensuring the privacy and safeguarding of customer data from frauds, or implementing natural language processing (NLP) to search for positive and negative user sentiments, AI can do it all to provide marketers with improved customer insights for their brand from social media.
- Hyper-Targeting And Real-Time Optimization
With artificial intelligence, marketers can analyze data in real-time (such as likes, shares, comments, views, etc.) and identify the right audience segment for a specific type of marketing campaigns. This helps to deliver a tailored customer experience that increases the efficiency of targeting ideal prospect accounts and also improves the chances of conversion.
Not to mention companies can use AI to rapidly optimize their marketing and sales strategies in keeping with the changing patterns and trends in the market.
BONUS: Artificial intelligence, thus, helps marketers bring in a greater return on investment (ROI), making effective use of the marketing budget while reducing the manual work involved.
How Will Integrating AI Into Social Media Impact The Future Of Marketing?
The next phase of social media and marketing will likely be powered by AI. Integrating artificial intelligence into various social media platforms is still being explored, but in the future, you can expect AI technology to permeate many more aspects of social media. With social media companies vying for the competitive edge and developing new AI products around the clock, you can look forward to AI becoming far more accessible and popular amongst customers for delivering.
To make the best of AI usage in social media, marketers need to start getting familiar with these tools. They must learn to experiment with AI applications that they can use to optimize their social media marketing strategies, treat it as a trial-and-error process, and keep an eye out for underdeveloped platforms and tools that they think have potential. This is the way to prepare for the future!
From content development and personalization to social listening and ad monitoring, AI can help brands get more out of their social media efforts and revolutionize how they promote themselves across social networks. Learning how to use social media management tools that work on artificial intelligence is, therefore, crucial for marketers to thrive in the future.
Artificial intelligence is already taking the social media landscape by storm, and marketers will have to adapt to it sooner rather than later to personalize the customer experience, better campaign performances, and, overall, deliver robust business outcomes.
Author’s Bio: Sapna is a Freelance Content Writer who specializes in writing data-driven blog posts around B2B Marketing and SaaS. She writes content that only generates millions of traffic but also helps clients double down on their revenue. When she’s not writing, you can find her chit-chatting with her sisters or reading books!