Marketing has been revolutionised since the adoption of AI and ML software and tools, and the social media landscape is no different. In this highly competitive space, businesses are vying for the attention of their target audience.
By allowing them to make data-driven decisions and improve customer engagement, AI is allowing businesses to elevate their strategy. It is no wonder then that more and more brands are leveraging AI in social media ads.
In fact, the use of AI in social media market is estimated at US$ 2.10 billion in 2024 and is expected to grow at a CAGR of 28.04%. To know about how and why it can be harnessed, and the challenges on this road, read on.
How Can AI Be Used In Social Media Marketing
In this digital world, an unimaginable amount of content is created every day. More than 33% of marketers use AI for generating ideas, 28% for writing copies, and 25% for summarising texts as per a Hubspot survey. In this context, AI has become a significant tool for social media marketing, too.
Here is how AI is being used in social media marketing to level up the game:
Content Ideation and Generation
Over the past few years, generative AI bots like ChatGPT have become one of the most exciting trends on the internet for content marketing, CX services and more. And with good reason. AI can constantly learn from previous posts and generate effective ideas for new posts that may help scale campaigns.
Advertising Management
Another use of AI in social media apps for businesses is helping to manage advertisements and their optimisation. Several AI-powered software and tools are now available that allow businesses to analyse their budget variations and ad-targeting strategies. In addition, artificial intelligence helps find and segment target audiences, make advertisements creative, test ads, and improve speed and performance.
Marketing Through Influencers
Influencer marketing has long since proved that it is a necessary aspect of social media campaigns and allows brands to put themselves on the map. Artificial intelligence enables influencers to get in-depth insights into how they can align with a brand’s objectives.
Tracking Brand Campaigns
Artificial intelligence has also brought campaign tracking to a new level. With computer vision technologies, AI is able to analyse visual data better and generate important metrics.
For instance, many companies are employing logo detection to check how their logos appear across social media platforms and get deeper insights about brand mentions.
Content Personalisation
Using tools powered by AI in social media allows businesses to better understand their target audience’s needs and preferences. With these tools, businesses seek to deliver more exciting, relevant, and meaningful experiences for customers.
Social Listening
This refers to the use of AI-powered tools to gather deeper insights about brand mentions from innumerable conversations on social media platforms. With this information, a brand can enrich PPC campaigns and get better results.
Automated Posting
With automated scheduling, AI makes social media posting more scalable and efficient. In simple words, businesses can schedule posts on different platforms at the same time using AI-powered tools, thus allowing them to follow an integrated approach.
Benefits of Employing AI in Social Media Marketing
In a research paper from 2017, Kotler et al. pointed out, “the time of concentration of Internet users has decreased in an obvious way from 90 seconds to 30 seconds in just five years. The brand that will offer the product or the service first will certainly have the user’s attention. However, in an era where data is presented in terabytes, this task seems very difficult or almost impossible.”
Thanks to Artificial Intelligence, this daunting task appears to be possible now. AI’s adoption in social media marketing has opened many other doors. Take a look at some of the benefits of AI in social media:
Enhances Customer Engagement
Using AI-powered tools, businesses can interpret their target audience’s demands, preferences, and interactions. The availability of social and behavioural data helps them understand customer’s needs and eliminate irrelevant communication. Understanding customer psychology and adopting a targeted approach in social media campaigns becomes easier than ever before.
Cost-Effective
Artificial intelligence is associated with the elimination of tedious and manual processes. It saves time as well as money by eliminating the manual labour costs related to content creation and management of social media campaigns.
Grows Reach
The insights available from AI-powered tools help businesses monitor and learn from social media conversations and integrate new ideas into their campaigns. Tailoring the content as per customer preferences can maximise engagement and organic growth.
Boosts Creativity
Writer’s block or lack of resources can suffocate many great ideas. However, using AI in social media apps helps businesses overcome this. This is because artificial intelligence can create new ideas quickly. This allows businesses to make their social media marketing campaigns more impactful.
Provides Data-Driven Insights
In today’s world, the accuracy and reliability of a data-driven decision-making process is unchallenged. Using data, businesses can better understand various aspects related to social media advertising and campaigns. These include increasing revenues, controlling expenses, and improving customer experience. Ultimately, this helps boost campaign performance.
Increases Brand Loyalty
AI-powered tools not only assist businesses in attracting new customers, but also help in improving brand loyalty among existing customers. They can further evaluate customers’ dislikes and help businesses realise the generalised choice of negativity against certain practises, services or features of a product.
In today’s digitally-charged marketplace, artificial intelligence and social media can’t be inseparable if a business wishes to grow faster and enhance customer experience. It is a no-brainer that the future of AI in social media is expected to be more innovative, sophisticated and rewarding.
Want to know how we harness both AI and human-authored content to achieve social media marketing goals? Contact us, and let’s talk!
