The growing role of AI in social media marketing
LinkedIn’s latest economic impact report highlights the increasing use of generative AI (GAI) across industries, focusing on its potential to boost productivity and support innovation. According to the report, 75% of companies that have integrated GAI into their processes have seen significant time savings and a revenue increase of over 10%. Now that’s a win-win!
However, LinkedIn also points out that AI adoption is primarily seen among larger companies, leaving small and medium-sized businesses (SMBs) behind. Since SMBs make up over 90% of businesses globally, addressing the adoption gap could provide significant economic benefits.
The report also notes that GAI’s value lies in complementing human creativity rather than replacing workers. More businesses are using AI to promote innovation (70%) rather than just automate tasks (60%). This aligns with LinkedIn’s vision to use AI as a driver of growth rather than a threat to jobs.
Input vs output
Using AI to create content is a clear, time-efficient process, but it’s essential to double-check the output. AI-generated content can sometimes be factually incorrect, tone-deaf, or even completely off-brand. Since business accounts represent a company’s voice and values, sharing unchecked AI content could harm your reputation or misinform your audience.
Always review, edit, and make sure your content aligns with your brand guidelines. This extra step ensures that your output is not only accurate but also resonates with your audience, maintaining professionalism and credibility. Want to know more about why AI and our brains are the perfect match? Read our blog here.
Example of an AI input:
Prompt: "Write a Facebook post introducing our new AI-powered tool. Highlight its efficiency and how it can benefit small businesses, using a confident and approachable tone."
AI Output: "Say hello to smarter social media management! Our new AI-powered tool takes the guesswork out of content planning, helping small businesses stay consistent and reach their target audience more effectively. Ready to boost your social game? #AIForBusiness"
AI-generated content & copywriting
Platforms like ChatGPT are transforming content creation. Marketers can now generate high-quality captions, blog posts, and ad copy quickly, maintaining consistency in brand voice.
Use AI tools to generate content ideas, create social media posts, and draft ad copy variations for A/B testing.
Automated social media scheduling & management
Platforms such as Meta Business Suite automate post scheduling, optimising times based on audience activity. AI can also recommend the best content types for engagement.
Use scheduling tools to maintain a consistent posting schedule and maximise reach.
Advanced audience targeting & personalisation
AI improves audience segmentation by analysing data to predict behaviour and preferences. This leads to targeted marketing campaigns that drive engagement and conversions.
Use data-driven analytics to refine targeting and create customer-centric personalised content.
AI-driven social listening & trend analysis
Online tools such as Brandwatch and Sprinklr analyse social conversations to identify trends and competitor strategies. This helps brands stay relevant.
Monitor insights to adapt your strategy and join topical and trending discussions.
Optimised social media advertising
Platforms like Facebook and Google Ads use AI to improve ad performance by suggesting audiences, placements, and bidding strategies.
Use the built in ad optimisation tools to enhance targeting and budget allocation.
Social media platforms actively encourage AI integration
Meta (Facebook & Instagram)
Meta is actively exploring the use of AI-generated content to increase user engagement across its platforms. This includes personalised content suggestions tailored to individual users’ behaviours and preferences, as well as AI tools designed to create dynamic posts, content that automatically adapts based on the viewer.
LinkedIn has integrated AI-powered content suggestions to support professionals in crafting personalised and engaging posts. This aligns with their broader goal of making AI central to human prosperity.
YouTube
YouTube requires creators to disclose AI-generated content, promoting transparency and maintaining content integrity.
TikTok
To combat misinformation, TikTok encourages creators to clearly label AI-generated material, helping maintain audience trust while allowing creative use of AI features.
Future-proofing your social media strategy with AI
As AI continues to evolve, so does its role in social media marketing. Brands that embrace AI benefit from streamlined processes, enhanced creativity, and a competitive edge. However, it’s essential to balance automation with personalisation to maintain an authentic brand voice.
Practical tips for AI adoption
Start small: Integrate AI tools for specific tasks like content creation or social listening.
Test and iterate: Experiment with AI-generated content and use A/B testing.
Stay human: Use AI to enhance, not replace, your brand voice.
Keep up with trends: Stay informed to keep your strategy relevant.
Prioritise data security: Ensure AI tools comply with data privacy regulations.
AI is reshaping social media marketing, but the key to successful adoption is balancing innovation with creativity. Embrace AI responsibly to enhance your marketing efforts while maintaining your unique brand voice.
To explore how AI and Applied can help you gain a competitive edge, get in touch by emailing hello@applieddigital.co.uk
