Online marketing should benefit the greatest from the use of AI, and social media marketing can be more impactful than ever when this tool is put to use.
Artificial intelligence is a tool, but it’s one of the most comprehensive analytical and data tools ever created. AI can be utilized to handle everything from learning how to improve machine efficiency to writing content and scripts. In the social media marketing world, this tool can assist marketers by providing a better understanding of the most impactful and engaging content. In addition to the type of content required, AI offers insights for better engagement with a target audience.
How did AI get started in the social media world?
The earliest days of social media set the stage for the wealth of data that are now part of these platforms. Most of us have experienced our timelines reduced to users we engage with the most, suggested connections, and advertising that matches our recent searches. These are all examples of AI at work. The goal of utilizing AI in social media marketing is to find that one thing that will turn online users into online customers through advertising and conversions. Much of this is done by anticipating what users will search for next.
There’s no shortage of data for AI
Most of us have, at one time or another, been a little creeped out by how our smartphones and social media pages can predict our desires and offer advertising that matches these desires. Seeing advertising aligned with your recent searches is a data-driven form of AI that works to predict the unpredictability of human behavior. What is your audience most likely to search for next? This is a question that most marketing teams try to answer, and utilizing artificial intelligence can mine the data more accurately and completely to predict this behavior.
Is there an ideal social media mix?
In a world where Facebook, Twitter, and Instagram continue to rank at the top of the list for social media marketing, AI can help marketing teams understand the proper mix of posts and advertising to increase reach and audience engagement. Facebook recommends 15% of feed content from non-followed accounts based on AI data. This is predicted to increase user time spent on the platform by as much as 7%, increasing the likelihood of conversion from these social media posts. When marketing teams see the success of these conversions, AI quickly becomes one of the most important tools in the marketing toolbox.
Can AI stay ahead of the curve?
Artificial Intelligence is being used to predict behaviors and engagement in the digital world. This is similar to designers offering new styles and pieces that might or might not work. The greatest difference between AI and the design world is that AI is driven and supported by data that produces the percentages of likely behaviors of users. These predictions aren’t always accurate, but the numbers are favorable, which is why many marketing agencies are now utilizing AI to predict the next popular hashtag or TikTok video.
Predictive analytics transforms to AI
Before the more widespread use of AI, using analytical data to predict the next hot topic or post was called predictive analytics. Many social media platforms, including Facebook, YouTube, and Twitter have used this analysis in their software to present users with posts that align with their interests. If you’ve ever watched the suggested videos on YouTube, you’re seeing predictive analytics at work. Using advanced AI technology, these predictive insights can show marketing teams the appropriate direction of their campaigns to jump on the next wave of engagement and build traction toward success.
Can AI replace human creativity?
The easy answer to this question is “no” because AI can’t emulate the emotion and struggle that goes into creativity, art, and expression. Still, AI is being utilized for design inspiration to get things started. This makes for more compelling advertising designs. Instead of brainstorming an entire campaign from the start of the design to the completion of the project, a marketing team can input ideas into the AI tools and allow the tool to offer several suggestions that align with the strategy. From this point, the marketing team can tweak the campaign to it.
Will AI replace the human touch?
AI is being utilized heavily in social media marketing, but that doesn’t mean it’s replacing the human elements of a marketing team. AI tools can provide suggested content, direction, and design, but these suggested items still need to be tweaked and massaged by the marketing team. AI is a tool in the toolbox that can give a marketing team the edge necessary to improve strategies.
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