In the exciting world of artificial intelligence, ChatGPT-4 is the latest breakthrough in natural language processing (NLP) technology. Launched as ChatGPT-3 in November 2022, it's taken the world by storm and is single-handedly changing the social media marketing (SMM) game.
ChatGPT is a language model that’s been trained on vast amounts of data to provide human-like responses to text-based inputs. This cutting-edge tool has the potential to revolutionize the way brands communicate with their customers by enabling them to engage in natural, personalized conversations on a massive scale. From marketing to sales and support, ChatGPT and other machine learning tools are set to transform the way businesses interact with their audiences and unlock new opportunities for growth and success.
I know what you’re thinking — Will Artificial Intelligence (AI) take over my social media job? Not exactly, but if you do it right, it can be your perfect social media assistant, helping you market your brand effectively.
Why AI is crucial to your social media strategy
Staying competitive is key in order to remain relevant in an increasingly crowded digital landscape. By leveraging the power of AI, brands can:
Better understand their audience
Create more personalized experiences
Optimize their social media efforts for maximum impact.
According to Marketing Influencer Hub, over 60% of marketers claim to have incorporated AI into their marketing operations. This includes content production, influencer marketing, campaign management, and more.
In this same study, 42% of marketers say the lack of AI in their marketing efforts is due to their limited understanding of AI. We at Emplifi are here to help you, Social Media Managers, learn how to leverage AI marketing to enhance the overall success of your brand.
4 ways AI is beneficial to social media marketers
Refine your content creation
AI has become a critical component of any social media strategy due to its ability to help businesses understand their audience and create personalized experiences. When leveraged the right way, AI can enhance content production and take personalization to the next level.
Due to AI’s ability to analyze vast amounts of data, AI can be leveraged starting from the ideation stage, helping you identify trending topics, keywords, and themes from your customers’ interests, behaviors, sentiments, and preferences — and even grade your content to tell you which posts are best connecting with your audiences. This valuable information can then be used to provide inspiration for content that will drive engagement and streamline copy creation for your target audience.
For example, a recent Emplifi research has shown that trust and authenticity in your content is crucial in order to connect with today's consumers. In fact, this same study reveals that more than half of the consumers surveyed (58%) place a high value on product pictures or videos posted by real-life customers when researching products online.
As a brand, it’s in your best interest to leverage UGC for brand reputation analysis and to boost it. AI tools have the ability to quickly scan through various social media platforms to collect authentic user-generated content from social media posts on TikTok, Instagram, YouTube, Facebook, Twitter, and directly from customers related to your brand and products.
Improve ad targeting
It’s not enough anymore just to target one audience and hope for the best. To drive real results, companies are using AI-powered tools to carefully target the appropriate populations, using contextual advertising and behavioral targeting. This way they can get the right ads in front of the right people.
AI in advertising can help brands better segment audiences and target ads by finding patterns based on audience behavior and message resonance, as well as accurately measure the results of their ads. Machine learning tools achieve this by considering all information about a given individual, such as demographics and online behavior, to make an informed decision on the type of content a particular segment actually wants to see.
Understanding an audience is crucial if you’re looking to increase engagement for your social media campaigns. In a survey of more than 160 US-based executives currently using or planning to use advanced technologies in digital marketing, 35% say improved customer segmentation is one of the most significant ways they’re experimenting with AI in digital marketing.
Choose the right influencers
As the influencer marketing industry continues to grow, it’s become one of the most common uses for AI marketing. It’s expected that by the end of this year, influencer marketing will see an expenditure of $4.6 billion in the US.
AI uses its immense amount of data on influencer performance and audience demographics to determine the best-fit influencers (or user-generated content, if that works better for your purposes) for any given campaign based on factors such as engagement rates, follower demographics, and brand fit. By identifying influencers with followers who match a brand's target audience, brands can ensure their message will be seen by people who are likely to be interested in their product or service.
Because influencer marketing can be on the higher end of your marketing budgets, brands are a lot more meticulous about the influencers they choose to work with. More than two-thirds of brands are concerned with influencer fraud, and almost 30% of marketers have difficulties measuring the ROI of their campaign. With the use of AI and machine learning, you can easily filter through illegitimate influencers with illegitimate engagement rates to ensure budgets are allocated accordingly – saving your brand time, money, and resources.
Boost the customer experience
Social selling is nothing new at this point, especially for your Millennial and Gen Z audience. So it’s imperative that you provide them with an exceptional customer experience when purchasing from your brand.
From chatbots to personalized recommendations to telling you the best time to post, AI is transforming the way brands engage with customers and building stronger, more loyal relationships as a result. By analyzing customer data, such as purchase history, browsing behavior, and social media interactions, AI algorithms can provide tailored recommendations and messages that meet your customers' needs and preferences.
In a 2021 NewVantage Partners Executive survey, 99% of Fortune 1000 organizations said they’re actively investing in big data and AI, and 92% reported that the rate of investment is rising. AI-powered tools are providing brands with valuable insights such as their customers’ behavior, preferences, and needs to drive sales. With this knowledge, AI-powered recommendation engines can suggest products or services that are likely to be of interest to individual customers and analyzing the social media reaction to them, boosting the chances of a successful upsell. By tailoring recommendations to the individual, businesses can create a more personalized and engaging experience for their customers, leading to higher customer satisfaction, loyalty and, ultimately, revenue.
Another way companies are utilizing this technology is with AI-powered chatbots. This can improve customer satisfaction by reducing response time and ensuring that customers' concerns are addressed promptly. As a brand, you’ll only gain from prioritizing your customers' needs and embracing all that technology has to offer, to stand out in today’s ever-evolving marketplace.
If your brand isn’t actively investing in and utilizing the benefits of AI, you may be losing a major competitive edge. So why wait? Start exploring the world of AI-powered technology and unlock the full potential of your brand's social media presence!
