It’s been many years since we have used digital assistants like Siri, Alexa, and Google, to help do household chores. For many people, these Artificial Intelligence (AI) powered machines have become an important part of their daily life.
However, not everyone knows that AI in social media helps gain a competitive edge when creating marketing campaigns.
In a world where the popularity and power of AI are growing each day, it only makes sense to jump on the bandwagon and make it work to your advantage! Read on to explore how AI can be used to scale your marketing effort in social media and drive your business value with our insights.
Table of Contents
- What Is AI?
- AI in Social Media?
- How Can AI and ML Help You Supercharge Social Media?
- More Accurate Insights for Increased Revenue
- Find the Most Relevant Posts and Reduce Costs
- Understand What Your Audience Means
- Utilize ML for Sentiment Analysis
- Analyze in a Smart Way
What Is AI?
Before we dive in, let’s first answer the question of what AI is. While most of us have heard of it or even used it, not everyone completely understands it. Nonetheless, it’s much less fanciful than many people think.
AI is the ability of a computer program or a machine to recreate human thought patterns to complete tasks and learn, thus reducing the effort on the human part. To accomplish those goals, researchers study how our brain thinks and, based on the outcomes of this study, develop intelligent system models.
Machine learning (ML) is a sub-field of AI that is a way to create problem-solving systems. It’s a bit limited in capabilities, but when it comes to predicting outcomes, the accuracy of ML is hard to beat.
So how do researchers study the brain? In case you ask, they don’t connect electrodes to neurons or anything like that. What they do is collect data. This explains why almost every organization is now so desperate to collect data on the activity of their users. For example, they can order react native app development services, collect arrays of user data, and feed it to the machines for delivering even a higher level of user experience.
AI in Social Media?
When it comes to social media, they owe their existence to AI technology. Take, for example, Instagram, Facebook, TikTok, or LinkedIn. These platforms constantly track the behavior patterns of users. Offering them profiles and ads they are most likely to engage with.
Similarly, Amazon’s algorithms effectively increase engagement by using view history to find more content you might be interested in.
However, not only are platforms themselves using AI. AI offers lots of advantages to social media users, too, making it a hidden gem for influencers and marketing specialists.
One simple application of AI in social media is its ability to help you identify and track posts that include mentions. This not only keeps you informed about current trends, but also enables you to establish a strong and effective online presence. By closely monitoring these posts, you can gain valuable insights that will inform and enhance your overall social media marketing strategy
How Can AI and ML Help You Supercharge Social Media?
Now that you know how big an impact AI has on pretty much any aspect of business and marketing. Let’s take a closer look at how you can leverage it for your social media marketing strategy.
Create and Manage Social Media Content
Content has never been in such demand as it is today. It’s at the base of everything:
- Launching a new e-commerce website that needs product descriptions;
- Post a job offer;
- Writing an ad to sell your phone.
By creating compelling content, you can differentiate yourself from your competitors and attract the target audience.
Marketers are constantly generating content to distribute across various channels. Not only that, but they are also responsible for managing it and tracking its performance. This can be a huge amount of work if you have to deal with multiple accounts.
To make this job easier, companies use regular social management tools for the automatization of scheduling and monitoring processes. (Check out Hopper HQ the social media scheduling tool) However, with AI, you can up the ante and take your social media content to a whole new level.
First off, many tools can be used to auto-generate posts. Some of them, like copyAI, can even include hashtags and shortened links so there’s no human effort. Besides, some tools can auto-schedule your posts, enabling you to create and share posts in bulk. This would normally take a big chunk of your work time.
By and large, AI offers lots of advantages for content creation, making it a smart weapon in the arsenal of any marketing manager or business. AI can find employment not only in social networks but also in the creation of content for the website blog. For example, when digital transformation in the insurance industry, this is a frequently used tactic.
More Accurate Insights for Increased Revenue
Social media is a great tool to analyze customer behavior. The only catch is, it relies on such a big volume of data. No man on earth would be prepared to process that information manually. That’s where machine learning (ML) comes into play.
With ML, you can accurately process all those thousands of random conversations that happen every day. As well as scaling your social media analysis to any amount of data you want. As a result, you’ll be far ahead of your competitors. And your marketing efforts will most likely pay off in increased revenue.
Let’s look at some examples of how you can harness the potential of ML for improved social media strategy.
Engaging Words, Headlines, Videos, and Images
The ability of ML to recognize language patterns, images, videos, and even metadata makes it a useful tool for categorizing posts. However, this isn’t the only strength of ML. Its biggest advantage is that it can detect new topics and trends that haven’t been covered yet, thus giving you a source of inspiration.
On top of that, AI technology comes in handy when you need to create a catchy headline or find powerful words to appeal to your audience. Unlike humans, it can crawl through trillions of posts virtually in minutes to pick out the most effective parts that people are explicitly looking for.
What about visual platforms like Snapchat, Pinterest, and similar that have only a little bit of text? That’s where ML shines again. Where most traditional tools are helpless, ML algorithms have no difficulty recognizing things like faces, logos, and objects, making it easy for you to track what people are sharing about your brand on social networks.
Use AI-based Social Monitoring or Listening Tools
While almost every brand claims to listen to customers, only those who use AI-based social media listening tools do so. If you’re not using them yet, now is the time to start.
There are many goals you can accomplish with social media listening tools, but the most important one is that you can hear what people think about your product and brand and translate this voice data into actionable insights. Sprinklr, Mention, and SentiOne are just a few of the tools you can try.
Find the Most Relevant Posts and Reduce Costs
Writing just for the sake of writing is rarely a good idea, especially given the cost and effort it involves. This is why every future-oriented business will benefit from AI. AI algorithms can analyze how existing content aligns with current trends and customer interests, and give you ideas for the next most relevant posts.
Plus, AI can do all the marketing work for you, determining the most effective content strategy, including:
- What keywords to use;
- When to publish;
- How often to publish;
- Which channels to use for content distribution.
So you can save time and further reduce costs.
Use Content Creation Software
Today there is such a choice of content creation tools that everyone, regardless of their marketing initiatives, will be able to find the most suitable one. So, whether you’re looking to create a quiz or infographics to post on your Facebook account, or you need a powerful social media ad for an upcoming product release, AI-based content creation software has you covered.
Using content creation software also allows you to save money and time that you’d otherwise spend creating and resizing your creatives. It only takes one good ad, and AI will automatically tweak it so you can distribute it across different social media channels.
Finally, many AI-powered tools can write Instagram and Facebook social media ads for you, sparing you the need to hire professional copywriters.
From time to time, it’s important to perform a sentimental analysis. Sentimental analysis is a great tool to determine what people feel about your product or service and fine-tune the marketing strategy accordingly. For example, if the overall impression of your brand is low, you can take a step back to analyze the reason. If it’s high, you can consider going public.
But what do you do if you have an international user base? If you don’t have a multilingual team who can assess the emotion behind every social post correctly, you should resort to the use of ML.
Luckily, there are tons of tools like:
- Brandwatch, etc.
These are designed to conduct multilingual analysis in more than one language.
Image and Video Recognition
The diversity of content on social media presents a challenge for traditional social media management tools, as they struggle to capture both text-based and multimedia content. However, AI overcomes this challenge, and is able to handle a wide range of content with ease.
How Can AI in Social Media Help You Identify Visuals?
Visual AI, or computer vision as it’s also known, can identify images and videos in more ways than one. What it does is it teaches machines to “see” images the same way people do so they can recognize an object and pinpoint its location and orientation in the image.
Visual AI comes in especially helpful when it comes to categorizing objects. Not only will it provide you with information on how many objects there are in an image, but it will also label them all correctly, by making a quick comparison with the images it has in its library.
It may sound a bit futuristic, but in fact, many of these tools are already widely used. Facial recognition function, QR code scanning, and visual search are just a few examples worth mentioning.
Understand What Your Audience Means
The purpose of a social post is to attract an audience. That said, you don’t want to attract just any audience if your marketing campaign is focused on conversion optimization. That’s where ML comes to your rescue.
Unlike traditional tools that segment audiences according to static attributes, ML allows you to expand your reach by targeting people based on predictions of their future behavior. As a result, you can attract those users who are the most valuable to your business.
One example widely used in digital marketing is programming advertising.
Utilize ML for Sentiment Analysis
As we’ve already mentioned, it’s important to measure the effectiveness of your marketing effort by conducting sentiment analysis. If the people you are targeting have a low opinion of your product or service or are not interested in it, your marketing campaign will fail.
However, with the use of ML, you can monitor those trends and make timely adjustments.
Find New Audiences, Trends, and Topics
If you notice that people come to your brand but then leave without taking any action, chances are they haven’t found the answers they were looking for. To increase engagement and reach new audiences, you can use AI. It will come up with new topics for the content as well as add specific details to ensure that it keeps your audience highly engaged at all times.
Track Global Brand Mentions
While marketing encourages creativity, it often boils down to testing techniques that have already been proven to work. So why not take a peek at global brands? AI allows you to go the extra mile. Not only can you find all world-known brands by simply entering relevant hashtags but you can also highlight posts that offer the most value to you.
Identify Relevant Influencers and Engaging Accounts
Sometimes, all it takes to liven up your social media account is to find the right influencer. But where do you look for one? You can take advantage of AI-powered influencer research platforms. These platforms will guide you to the best one based on an analysis of their account activity and your marketing goals.
You could go in the footsteps of McFedries. McFedries produced an artificial avatar Li Miquela and create your own AI influencer. With technology, the sky’s the limit!
Analyze in a Smart Way
If you are struggling with structuring your efforts on social media, AI can lend you a helping hand. Here are a few examples of how it can be used to leverage social media advertising and drive outcomes.
Make Accurate Predictions
Marketing requires a deep understanding of customer behavior patterns. This is why marketers spend a lot of time analyzing data. However, they often don’t have access to the same level of tools as AI, which can generate more accurate predictions
AI nails this job. Whether it’s social media or any other channel you use to distribute the content. AI can help you predict LTV and extend it, by giving you insights into how the user experience can be improved.
Prioritize Content on Your Website
With all of the insights AI can give you, it should be easier for you to give users what they want by focusing on the topics they’re looking for. Likewise, you’ll never have difficulty understanding what posts don’t perform well. As AI will always provide you with up-to-date suggestions through the lens of business capabilities.
What is Artificial Intelligence (AI)?
In layman’s terms, artificial intelligence is the ability of a computer to think like a human and learn. This is achieved through constant training based on the data collected from multiple sources.
What are the benefits of AI in social media?
The benefits of AI are numerous. The most important one of them is it can help you save a lot of marketing costs while notably accelerating revenue.
For example, rather than hiring a copywriter, you can use AI to generate posts at a frequency you want and optimize them for various social media platforms.
If you want to improve your digital marketing strategy, you can take advantage of AI programming advertising. This will let you reach the audience most likely to be interested in your ad.
How is social media using AI?
Social media is using AI extensively. From showing users an ad that will most likely grab their attention to listening to their conversations and processing visuals. There is tons of data that social media processing with AI every day. Even such services as Netflix use AI technology, which allows it to come up with visuals that are most likely to captivate the viewer.