With new social media platforms constantly emerging and brands vying for user attention, it’s getting difficult to ride the waves of social media these days. Each platform demands its own unique content, making it a tedious act to juggle content creation—that’s until Artificial Intelligence (AI) burst onto the scene.
Now, everyone has their two cents about Artificial Intelligence, but one thing’s for sure: AI tools are like tireless productivity assistants, especially for social media creators. But with so many options available, how can you best leverage artificial intelligence in social media?
This article is your go-to guide for standing out in the crowded social media landscape using different AI tools.
How is AI changing social media?
In the past, every aspect of social media required close attention from experts in different fields, from graphic design to writing and marketing. But with emerging artificial intelligence in social media, everything is starting to get automated, reducing the need for constant human intervention.
Content creators use generative AI as creative assistants. Meanwhile, digital marketers rely on AI for analytics to decrease costs and boost productivity. As a brand, it’s important to adapt to new technologies while maintaining your distinct brand identity.
Advantages of Using Artificial Intelligence in Social Media
Artificial Intelligence is not just your mainstream chatbots or generative apps spitting out words and images in a few seconds. What exactly is the role of artificial intelligence in social media today?
Here’s a quick rundown on how different AI tools can benefit you at any point in social media management:
Increased efficiency
With available AI tools for social media management, you can lessen the time it takes to create, schedule, post, and maintain content. AI-enabled customer service can also handle common queries so your team can focus on more critical tasks.
Cost reduction
Cost reduction goes hand in hand with increased efficiency as you integrate more AI tools into your workflow. When used correctly, these tools lessen the required human labor, lowering production costs.
Task automation
Some AI models are trained to identify user behavior patterns, determining the best approach you can take to improve overall engagement.
Improved personalization
Even before the boom of generative AI, AI tools are already rampant across different social media platforms. This includes algorithms that predict your behavior and deduce what content you want to see in your feed.
For example, data analysis tools can allow you to see audience insights, enabling more accurate and personalized content. Personalization can also lead to an increase in Click-Through Rate (CTR) and help guide customers down the sales funnel, increasing lead generation.
24/7 customer care
AI-driven customer service can operate around the clock, ensuring customers from different time zones can receive assistance, even when human agents are offline. This way, easier queries are filtered and answered quickly, while ones needing human assistance will be prioritized.
Ethical considerations of AI usage in social media
Artificial Intelligence models like GPT, Gemini, and Copilot are trained on billions of data from published or private books, articles, and websites, among others. This has raised many ethical concerns amongst different communities, including those that use artificial intelligence in social media.
So before jumping into the AI train, take a look at these ethical considerations and how they might affect your brand and social media presence:
- Bias: AI can pick up biases from the data it’s trained on. Not only that, how the developers train and configure AI models will also create polarizing opinions or misconceptions. A recent example of generative AI’s bias is when the Gemini model started overcorrecting for diversity.
- Branding: Some audiences might interpret AI usage as laziness or lack of creativity. As a brand, staying true to your brand values and considering how you can communicate fair AI usage are possible ways to keep your audience’s trust.
- Privacy: Data collection is crucial when using artificial intelligence in social media. After all, how can AI predict the best time to post or the latest trends without access to this information? As a brand, you can inform your users whenever you need to collect personal information.
- Accountability: AI outputs are also prone to mistakes, and as laws governing AI use are being formed, it’s up to brands and social media managers like you to take responsibility. One way to do this is to be transparent about your AI use and verify all AI-generated information.
- Job displacement: If you’re embracing AI as a brand, you must also recognize the possible repercussions for your employees. Be intentional in trying to reskill or upskill your employees as much as possible.
Ways to Use Artificial Intelligence in Social Media
Now, the only thing left for you to do is start using artificial intelligence in social media. And there are tons of tools you can use in different aspects of content creation to make your job easier. Here are the most common ones:
1. Content creation
Content creation is the main sauce for your online presence. Thankfully, tools like Canva, Adobe Suite’s generative fill, and Capcut can now make way for better social media content creation using AI. The same can be said about the most popular image and text generators like ChatGPT, Gemini, Copilot, Dall-E, and Midjourney.
Choosing the right AI tools for your brand is key. These tools will allow you to explore ideas and fuel creativity by handling mundane tasks for you. But don’t forget to add a unique human touch to maintain your brand’s personality and stand out among competitors.
Here are some ways you can use artificial intelligence for content creation:
- Generating fresh ideas for social media posts
- Recycling content from longer-form posts to shorter (video or text)
- Captions, posts, emails, and other text-rich content
- Content creation strategy and calendar optimization
2. Personalized Analytics
AI algorithms help with the predictive analysis of user preferences and behavior for better-targeted ads. Highperformr's Social AI analytics features, for example, provide insights on how you can improve your social media presence based on your brand’s performance.
3. Audience Management
Some social media tools boast features that scrape user data for brand mentions using AI. These tools can perform efficient brand mentions analysis and trend monitoring by scanning and analyzing platforms for emerging topics of interest.
4. Customer service
Many brands are starting to designate chatbots and other automated responses as first-level customer service for their inquiries. If you have a website, you can also use artificial intelligence to redirect your audience to your website and let them get assistance anytime, even when your human agents are off the clock.
5. Content Planning and Organization
AI-powered social media management tools can help you figure out the best time to post per social media platform for maximum engagement. Content planning and posting strategy have also become a breeze with generative AI.
6. Collaborations and Partnerships
Similar to other aspects of social media management, AI’s predictive analysis can help identify potential brand partners based on your niche and target audience. For example, if you’re in the makeup industry, you can use AI tools to scout for potential influencers thriving in related niches.
Best Practices to Stand Out Using AI in Social Media
Aside from responsible artificial intelligence use in social media, there are other principles you can apply to make sure your content stands out from other brands. Follow these best practices to get the most out of AI tools:
- Combine different AI tools: There are tons of AI tools available today, serving various purposes. Think of ways to make different AI tools work together. For example, you can use Generative AI to schedule content and create captions or articles. Then, you can use image generation tools for your post images.
- Let humans take the lead: While AI tools are powerful, they are far from perfect. Human oversight is crucial to ensure your AI-generated content aligns with your brand’s message and identity.
- Be adaptive: Accept that social media is ever-evolving. To stay afloat, constantly adapt your strategy. Listen to customer feedback. Be sensitive and socially aware of every content you publish. Leverage AI to stay informed about your audience’s needs.
- Maintain transparency: It may not be necessary to announce how you use AI tools. However, this transparency may help build trust between your audience and the brand.
- Invest in AI knowledge: If not all the team, make sure that at least one team member is deeply knowledgeable about how AI works. This will increase your chances of maximizing the benefits while avoiding potential pitfalls.
- Prioritize data security and privacy: If you’re going to integrate AI into your workflow, it’s crucial that your AI usage complies with data privacy regulations and protects user data.
Conclusion
The future of social media management is here! And now is the best time to enhance your content creation using artificial intelligence in social media. By integrating AI tools smartly and responsibly, you and your team can produce higher-quality content with fewer resources.
Want to take your content creation to even greater heights? Partner with Highperformr and let us take care of your brand from start to finish. At Highperformr, we’re equipped with the latest tools to help you create content that resonates with your audience and drives conversions.
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