The social media channels are multiplying at an increasing rate. However, keeping pace with the marketing scenario is tough when faced with challenges such as creating content, managing distribution, and keeping track of audience behavior. And this is where artificial intelligence plays a crucial role.
According to a report by Markets and Markets, artificial intelligence in social media will be worth more than US$ 2.1 billion by 2023, growing at a CAGR of 28.3%.
Let’s look at some ways to leverage AI to make your social media campaigns more effective.
1- Create and Manage Content
Traditional marketing automation tools help create content for social media distribution by streamlining social media scheduling and monitoring. However, AI tools take it further.
There are AI-enabled tools that produce logical, coherent text by using machine learning and natural language processing. Several AI-powered social media content creation bots are authentic enough to pass for humans. The content tool analyzes posts on various social media platforms to discover the most effective and engaging content.
One such tool is HubSpot’s social media software that creates social media posts based on the metadata of the link you copy and paste. To create a post, you need to click on Click Post, select a social media platform, and attach a URL from the website. It will automatically generate content with a headline along with its link and a picture.
Another tool is Lately, which recognizes content from a large amount of data and creates social media posts. It analyzes the historical metrics of your social media pages and recommends the best posting times for maximum impact.
Lately also offers a dashboard, where you can use a simple form to generate several tweets at once related to a URL, document, or information posted in the form’s text box.
2- Get Social Insights through Text Mining
Text mining involves automatically extracting information from different resources, including social media platforms. Application of text mining algorithms on social media platforms helps in the keyword search, classification, and clustering.
Another way to get insights about your target and potential audience on social media is with image recognition software such as Google Cloud Vision. The tool searches through several images or videos and identifies the shifts in user behavior.
Text classification software helps marketers go through text- and voice-based consumer information and classify that information according to variables like tone and sentiment. It helps review consumer’s feelings about businesses, brands, and their products and services.
Hootsuite Insight tool automatically analyzes all your social media platforms, news sites, forums, and blogs to reveal insights that include influencers, stories, trends, and sentiment. It quickly detects how consumers feel about your brand, product, and services.
3- Optimize Advertisements
Social media advertising is becoming an essential marketing tool that can help your business to become successful.
There are artificial intelligence tools that can write social media ads for marketers. The AI can predict language that improves sales and helps optimize those ads for clicks and conversions. AI technology helps marketers discover customer psychographic attributes and behavioral preferences for the brand.
WordStream, an AI tool, improves ad performances. This tool assesses PPC ads across social media networks and offers data-driven recommendations. It provides both PPC and paid social management. WordStream also allows advertisers to manage their Google AdWords, Bing Ads, and Facebook Ads campaigns from a single dashboard.
4- Communicates Faster with Chatbots
AI-enabled chatbots can replicate a human-like conversation at the convenience of the users. They can answer the most common questions and adapt to user behavior.
Companies are integrating interactive chatbots into their inbound marketing strategies and revolutionizing the customer service experience. As Mercato suggests in this post, you should follow all the social media guidelines to communicate with your followers and should leverage AI to make the chatbots learn how to interact with your customers. These chatbots engage with your customers without the need for a support agent.
Traditional chatbots can be standalone messengers solving customer queries, while social chatbots integrate with platforms such as Facebook Messenger. By adding a chatbot on Facebook, you can provide information to customers whenever they need it.
MobileMonkey is a chatbot that helps you build intelligent chatbots to take your Facebook Messenger marketing to the next level. It manages numerous lead generation activities such as chat blasts, drip campaigns, and list building. It also automates customer service by providing answers to FAQs.
5- Connect with Target Audience through AI-Generated Influencers
Social media influencer marketing is a tool that empowers companies to promote their brand and increase sales. However, AI has taken it to another level. It helps introduce virtual personalities as social media influencers.
One such example of virtual personalities is Shudu Gram. She is the world’s first digital supermodel who is computer-generated and has more than 2,00,000 followers on Instagram.
These AI-generated influencers are quickly gaining popularity and allowing companies to connect with target audiences.
6- Reach New Markets
Your content needs to be translated and localized to reach new foreign markets. It includes adapting your content to a specific location by translating and adjusting to better connect with foreign audiences. There are many AI-enabled translation tools on the market. However, AI-powered content localization is still in progress.
There has been significant progress in text-to-speech research over the last few years. Google introduced Tacotron 2, which has the capability of using context to distinguish between complex linguistic differences.
Tacotron 2 uses simpler building blocks, using vanilla LSTM and convolutional layers in the encoder and decoder. This type of advancement is bringing businesses closer to AI-powered content localization, allowing companies to introduce their brand to consumers all over the world.
7- Conduct Competitive Analysis
The competitive analysis involves the collection and analysis of competitor information and intelligence on their business behaviors, customers, etc. You should monitor your competition if you want to stay ahead of the curve.
AI-powered analytics help marketers analyze their competitors’ social profiles accurately and quickly. It helps them understand their competitors’ reach, engagement rates, conversion rates, their customers’ reactions towards them, and the strategies that are driving results for them. Thus, you can optimize your social strategy to boost engagement and increase conversions.
One such tool is Sprout Social that enables you to understand competitor performance on social media platforms, such as Facebook, Twitter, and Instagram. It gives you insights into how consumers feel about your competitors’ products and services.
Which Social Media Platforms have Incorporated AI
AI helps marketers measure performance, track, and analyze every move on social media, including user engagement and insight. It provides brands a clear picture of what the customers want and their preference.
Several social networking leaders such as Facebook, LinkedIn, Twitter, and Instagram are using AI to enhance their cognitive capabilities.
Let’s take a look at ways these social media leaders are using AI.
Facebook uses AI automation tools to serve content, recognize your face in photos, target users with advertising. The facial recognition technology helps identify and automatically tag most of the faces in the group photo posted on Facebook.
AI also flags suicidal posts automatically so that moderators can take appropriate action immediately. With this information, suicide prevention information is sent to people in need.
Facebook also uses a tool called DeepText to automatically detect unpleasant content, including hate speech, threats, fake profiles, and spam shared on the platform and remove them.
Twitter uses AI to process abundant amounts of data and root out fraud, propaganda, and hateful comments. AI learns from users’ actions and recommends tweets and accounts that they are likely to find interesting.
Twitter uses smart auto-cropping allows AI technology to crop an image to create a thumbnail using face detection. Using inbuilt neural networks, it can also identify the part of a picture that a user may find interesting.
Out of all social media platforms, LinkedIn uses artificial intelligence and machine learning in almost all of its products.
With the help of AI, LinkedIn offers job recommendations, suggests people you might like to connect with, and serves you specific posts in your feed.
It has one of the biggest pools of candidates for a recruiter. It also helps businesses filter out not eligible candidates by targeting a few parameters in a candidate. LinkedIn uses the Bright algorithm to analyze hiring patterns, work experiences, location, and other information to better match candidates with potential employers.
AI technology helps Instagram to process content generated by its users. AI determines what posts get on your feed and stories. It suggests pages based on the content you like and the accounts you follow.
AI-powered tools help marketers to create new social media posts on Instagram and figure out which posts are working the best.
Instagram created a smart algorithm that identifies and removes any posts or messages that breach Instagram’s community guidelines. This action improves satisfaction rates, enhances the platform’s experience for users, and increases the customer base.
Pinterest can achieve levels of conversions and helps grow traffic to your website because of its deep learning algorithm that displays comprehensive results for every search that a user makes.
PinterestLens is a tool that allows Pinterest users to take pictures and use them to search for related items rather than entering keywords. The tool analyzes every aspect of the captured image and delivers results that match.
AI-enabled tools provide immense opportunity for social media marketers, offering exceptional insight into user behavior. AI offers a holistic view of customer data. However, when combined with powerful tools and platforms, AI empowers marketers to innovate and create impactful social media campaigns.
The introduction of AI technology in various social media platforms, such as Facebook, Linkedin, Snapchat, and Instagram, is likely to drive the growth of AI in the social media market. AI saves time and money.