The impact of artificial intelligence on social media
Artificial intelligence technologies are used across industries to automate and improve the effectiveness of various activities. The advanced machine learning systems are equipped to emulate the discrete thought and analysis patterns demonstrated by humans. This allows organizations to leverage AI to perform some of the complex cognitive tasks with minimal human intervention.
While AI can be applied to different use cases, social media is one segment where it has become a major catalyst for business growth. For example, corporate AI chatbots help businesses stay connected with their audiences. It has fundamentally changed the way brands communicate and build relationships with audiences on social media. From small to large businesses, businesses are faster to adopt AI in their social media marketing practices.
Influence of AI on social media
AI is changing the way brands use social media, and it’s why this segment is projected to reach $ 2.1 billion by 2023. Using AI on social media has two main advantages:
AI works over a complex network of computers that can function independently of one another. Once the algorithms and action points are defined, the AI can function with minimal human supervision. This helps reduce marketing spend as brands can work with a smaller team without affecting their performance.
It also helps brands increase sales by making processes automatic and efficient. AI provides valuable insights to aid in content creation to increase engagement and make the brand visible to a wide audience.
Benefits of Using AI for Social Media
How using AI on social media can benefit your business:
Communication with the audience
Many companies use social media to share their products, update about upcoming offers, and other important information. Almost all social media platforms have some kind of messaging or comment function that followers can use to communicate with the brand. Sometimes customers have questions they need answers to and post them on the brand’s social media profile. For brands whose followers reach millions, these questions can affect thousands.
It is not possible to ignore these questions as it would damage the brand image. At the same time, a full hiring isn’t a viable solution as it would be expensive for the brand. With the help of AI technologies, brands can automatically respond to these messages by developing user-interactive AI chatbots that can be integrated into their social media profiles. Brands can also use business chatbots to provide personal assistance to customers.
Makes influencer marketing more effective
Influencer marketing is a branch of social media marketing in which brands collaborate with people who are “influential” or specifically have a large following on social media. This leads to an organic spread of brand awareness. Brands work together by, for example, asking influencers to review or feature the brand’s products or services on their profiles. Since these influencers already have a large following, this approach helps brands tap into their audiences.
However, a major problem with this approach is getting brands to identify the right influencers. AI helps accelerate this process by automatically conducting quantitative and qualitative research from influencers. AI can evaluate the content, engagement rates, and other parameters of various influencers to select the ones that will successfully support the brand’s campaign and reach a wider audience.
Create, plan and analyze social media posts
Regular posting is seen as an important way to grow audiences and build a strong presence on social media. With multiple social media accounts, it can be difficult for a company to create and manage content for each of these platforms. AI can help create platform-specific content by conducting extensive subject research and providing information on search intent. It identifies patterns and user behavior to help brands understand which type of content is getting more engagement. Brands can then use this information to create engaging content.
With AI, brands can also automatically schedule posts for each platform. There are certain time intervals when posts tend to get more engagements and AI tools can determine the best time for the brand’s content and automatically publish it. This improves the organic reach of social media posts. You can also get valuable insight into emerging trends, new audiences, brand visibility, and competitor performance.
There are several other benefits of using AI on social media. Technologies like speech recognition, predictive analysis and computer vision make it easier for brands to interact with their audiences. Technology is evolving, and developing more use cases for AI will benefit more businesses and help them deliver a better experience to their audience.