In 2024, social media continues to grow, with more than 5 billion active users globally, reflecting a 5.6% increase from the previous year. In fact social media use continues to grow and increase over time.
With this growth, consumers are increasingly turning to social media channels as their primary source of information from news, products and brands.
Source: Marketing Charts
Based on the data, there is an increase in US consumers starting a product search via YouTube, and a decrease in the number of US consumers starting their search via search engines.
Source: Marketing charts
At the same time, there is a steep increase in the number of consumers who rely on social media to discover new brands via ads, posts, and blogs/vlogs. What is surprising based on this dataset is that while there is an increase in brand discovery across all formats, there is a decrease in discovery of new brands via celebrity endorsements.
As the popularity of social media continues to grow for brand promotion, it’s essential that new businesses, startups and brands continuously optimise their social media marketing strategies based on real-time trends and the steepening competition on these channels. This is where Generative Artificial Intelligence (Gen AI) can play a big role in changing how businesses manage their social media presence. From automated content generation and scheduling to sentiment analysis and audience personalization, the infusion of AI in social media marketing offers unprecedented opportunities for efficiency and effectiveness.
How Gen AI Can Help in Social Media Marketing
Social Media Management - Content Scheduling and Publishing
Gen AI tools can help with content scheduling and publishing automatically to various social media channels just like ordinary social media management tools. However, in addition, they can also provide intelligence based on historical data such as understanding what are the optimal timings to post, and build various automated workflows to support such needs in order to maximise engagement from the community.
Content Ideation and Production
Gen AI enhances the ability to generate creative content ideas and produce high-quality materials. SocialBee's AI post generator and Mavic's instant marketing ideation tools help marketers overcome writer's block and maintain a steady flow of fresh and engaging content.
Real-Time Analytics and Insights
AI-driven analytics tools like Sprout Social and Mavic provide real-time insights into social media performance. These tools use machine learning and natural language processing to analyze engagement metrics, sentiment, and predictive insights, allowing brands to quickly adapt and optimize their strategies.
Best Practices for Leveraging Gen AI in Social Media Marketing
Embrace Personalization
Use Gen AI to deliver personalized experiences to your audience. Tailored content suggestions, personalized marketing messages, and targeted ad campaigns based on user behavior and preferences can significantly enhance engagement.
Optimize Content Strategy
Leverage Gen AI tools to analyze the types of content that perform best with your audience. Tools like FeedHive offer AI-powered performance predictions and content recycling, focusing on high-impact content and refining your strategy.
Enhance Creativity with Gen AI Assistance
While Gen AI can automate and optimize many tasks, maintaining a human touch is essential for creativity and authenticity. Combine Gen AI efficiency with human creativity to produce unique and compelling content.
Monitor and Adapt in Real-Time
AI analytics tools provide real-time data and insights, allowing businesses to continuously monitor their social media performance and adapt their strategies quickly in response to changing trends and audience behaviors. With Gen AI, brands can quickly understand the context of their top performing moments and replicate that for future marketing purposes.
Key AI Tools Transforming Social Media Marketing
Ocoya
An all-in-one AI-powered platform for social media scheduling and content creation, Ocoya integrates with over 30 platforms and offers tools to create images, videos, music, and AI-generated marketing texts. Its automation capabilities help businesses maintain a consistent online presence with minimal manual intervention.
Sprout Social
Sprout Social's AI features include social listening, sentiment analysis, and publishing optimization. Its advanced analytics tools provide insights into brand health, audience preferences, and competitive performance, helping marketers fine-tune their strategies.
Mavic
Mavic specializes in AI-driven marketing solutions designed for businesses looking to enhance their brand and marketing strategies. Offering tools for instant marketing ideation, one-click content generation, and social media management, Mavic provides actionable insights and content tailored to a brand's growing needs.
Conclusion
AI is transforming social media marketing by streamlining operations, enhancing engagement, and providing a competitive edge. By leveraging AI-driven platforms like Ocoya, Sprout Social, and Mavic, businesses can elevate their social media strategies and achieve greater success in the digital marketplace.