Artificial intelligence helps social media marketers create more effective social campaigns and be more efficient with their use of time. AI allows brands to extract insights from consumer data and automate various processes to better leverage social media platforms and achieve improved marketing ROI.
The Influence of Artificial Intelligence (AI) in Social Media Social media is at the heart of modern digital marketing strategy. The number of global social media users is predicted to reach 4.41 billion by 2025. People use these platforms to communicate, share ideas, engage with brands, and find inspiration for purchases. With the rush to gain a competitive advantage on social, AI software and social media applications are seeing tremendous growth. The AI in the social media market is expected to achieve a CARG of 28.77% over the next five years, reaching a value of USD 3,714.89 million by 2026. Artificial intelligence (AI) is vital to make sense of the data social media creates and being there with the right messaging and content when your customers choose to engage with your brand.
The impact of AI on social media can be broken down into four main categories:
Sales & Marketing
Social media platforms utilize AI to enhance the experience they provide to their users and to businesses that use their advertising platforms.
AI powers Instagram’s ability to process the enormous amount of content uploaded by its users each day. It determines which posts are displayed in a user’s feed and stories based on likes, accounts followed, and which ads will generate the most conversions.
Social media platforms utilize AI to provide powerful targeting options that make social media ads so effective for brands. For example, Facebook’s DeepText AI application processes the text in posted content to determine a user’s interests to provide more precise content recommendations and advertising.
AI makes it possible for social media marketers to achieve more in less time. Repetitive tasks like content posting and scheduling can be automated, with marketers free to focus on strategy and tasks that generate increased ROI.
Manually engaging with followers, retweeting, sharing, and coming up with authentic replies to comments and questions can be a time-intensive task. AI-powered tools like Cloohawk make the process much faster and easier.
Cloohawk analyses the conversation relevant to your brand and presents marketers with a list of tweets that can be retweeted to encourage customer loyalty, engagement, and brand advocacy. Results can be filtered to remove posts that include words, links, or comments you don’t want to be associated with your brand.
Automated content scheduling makes your posting on social media much more efficient and scalable. Posts across multiple platforms can be scheduled at the same time, freeing up marketing teams to focus on more productive tasks.
With an AI-powered third-party scheduling tool like Buffer or Hootsuite, you can take advantage of an integrated approach to your content and social media publishing. These tools also offer detailed analytics to track the performance of campaigns.
Consistently creating fresh, engaging content is an ongoing process. With content republishing automation tools, you can automatically analyze your previous content’s performance and repost relevant content at optimal engagement times.
Content republishing can include your historical posts and curated content from relevant accounts and channels that your audience will find interesting. Social media automation makes the process of curating content much more time-efficient and effective.
Social media campaigns generate a vast amount of data. AI makes the process of analyzing that data and gaining insights much faster and more user-friendly. Analytics tools like Keyhole simplify social media reporting by bringing all of your social channel’s analytics into an intuitive dashboard.
You can see the number of impressions, likes, shares, and the reach of your social media posts and your competitors’ accounts. Its shows you when your audience is most active and the best engagement days and times for your posts.
Sales & Marketing
The success of a social media campaign depends on having the right information at the right time. Automation tools like Quintly make it easier for social media marketers to track engagement, follower counts, impressions, competitive benchmarks, and more.
Data is visualized in a unified dashboard so that marketers can quickly access insights and identify areas for improvement. Performance metrics can be customized and created from scratch to get the data you need to see if you’re meeting your KPIs.
AI can provide detailed insights into content performance, but marketers can also optimize social media content through machine learning. AI can utilize the data collected from your historical posts and competitive analysis to identify the patterns that high engagement posts share.
Tools like Phrasee use natural language generation (NLG) to create compelling short-form ad copy for social media advertising. The tool can also provide suggested optimization for posts. You can create your own social media copy or use the NLG for data-driven content optimization. The development of AI in content marketing is one the most compelling use cases for technologies like machine learning and automation.
Social media automation tools like Sprout Social allow you to gain insight into your competitors’ strategy and performance without the time-consuming manual research and reporting.
You can see your competitors’ social activities and create a benchmark to compare your social performance. Sprout Social comes equipped with competitive analysis social listening capabilities so you can find out what consumers think about your competitors’ products and services. With these insights, you can identify the best ways to differentiate your brand.
Social listening makes it possible to gain insights from the vast number of conversations on social media platforms.
You can use tools like Mention to track your brand name, keywords, competitors, hashtags, and more. Monitoring these terms can reveal unfiltered insights into your brand perception and how people use your products and services.
Brands can use this information to inform everything from PPC campaigns to product development.
Your customers are using social media to reach out to your company, and they expect you to be there with meaningful and relevant messaging when they do. Nearly 65% of U.S. consumers expect a brand to respond to a question on social media within 24 hours.
AI chatbots can harness natural language processing (NLP) to be there with the right response to consumer questions and customer service queries on social media. When the query is too complex, AI can pass the query onto human customer service representatives.
Predictive Behaviour Analysis
Predictive behaviour analysis opens the door to a new age of social prediction. AI can analyze data from social listening, user engagement, interaction history, and past purchases to identify patterns to predict future consumer behaviour.
These insights enable marketers to make data-driven decisions based on predicted results rather than guesswork and intuition. Marketing actions for customer segments can be optimized based on the likelihood of churn or a future purchase.
Hyper-Personalized User Experience
Hyper-personalized content is vital to cut through the noise on social and make an impact on your audience.
AI empowers marketers with the data and analysis they need to create detailed customer profiles. By analyzing historical data, purchases, demographics, interests, and preferences, AI can provide the insights required to make hyper-personalized content recommendations.
Decision tree models and neural networks allow marketers to go beyond linear models and be there in the micro-moments that influence purchasing decisions throughout the buyer’s journey.
Artificial intelligence is the future and present of social media. Machine learning, automation, and AI-powered analytics help marketers make sense of the enormous amount of data that social media creates and put those insights into action to drive business performance. With consumer expectations higher than ever before, brands need to leverage AI to be there with the right messaging at the right and on the right platform. Marketers can use the insights drawn from customer data to inform strategy and quickly react to trends in consumer behaviour. If you need help developing an AI social media strategy, schedule a consultation with our data science and marketing team here at Millenial Consulting.