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AI for Social Media: A Guide to Developing an AI-Powered Social Media Strategy

By Amanda Sparks posted Fri May 19, 2023 04:01 AM

  


Social media has evolved into an integral part of our daily lives and businesses. It has proven to be a powerful tool for reaching, engaging, and understanding customers. But managing social media platforms effectively is a time-consuming process and can be challenging. This is where Artificial Intelligence (AI) comes in. AI can enhance your social media strategy, improving engagement, insights, and efficiency. This guide will illustrate how you can harness the power of AI for a more effective social media strategy.

Understanding AI for Social Media

Before we delve into the strategies, it's essential to understand how AI works in the social media context. AI and machine learning algorithms analyze data and patterns to make predictions, make decisions, or understand user behavior. This can be used to automate repetitive tasks, gain valuable insights, and optimize your social media strategy.

Strategies for Developing an AI-Powered Social Media Strategy

1. Content Creation and Curation:

AI can help to automate and improve the content creation and curation process. Tools like language AI models can create engaging posts, while machine learning algorithms can analyze your followers' interests and suggest content they would likely engage with. This allows you to post content that is both interesting and relevant to your audience.

2. Predictive Analytics:

AI-powered predictive analytics can help you anticipate trends and user behaviors. It can analyze large amounts of data to predict what kind of content will perform well in the future. This allows you to optimize your content strategy and stay ahead of trends.

3. Audience Segmentation:

With AI, you can segment your audience more effectively. AI algorithms analyze multiple data points to group similar users together. This means you can tailor your messages for different segments, leading to more personalized and effective marketing.

4. Chatbots and Customer Service:

Chatbots are a great way to improve your customer service on social media. AI-powered chatbots can respond to common queries instantly, improving customer satisfaction and freeing up your team's time for more complex tasks.

5. Sentiment Analysis:

AI can analyze the sentiment behind social media posts, allowing you to understand how your audience feels about your brand or a specific topic. This can help you manage your online reputation and respond to negative feedback more effectively.

6. Image and Video Analysis:

AI can analyze images and videos to understand their content, which is particularly useful for platforms like Instagram and TikTok. You can use this to analyze the performance of different types of visual content and understand what your audience prefers.

Implementing AI into Your Social Media Strategy

Before implementing AI into your social media strategy, it's important to set clear goals. What do you want to achieve with AI? Do you want to improve customer service, increase engagement, or gain deeper insights into your audience?

Once you've set your goals, you can start exploring different AI tools and platforms. Many social media platforms already have AI features built-in, or you can use third-party tools. Remember to monitor the results and adjust your strategy as needed.

How Your Business Can Take Advantage Of TikTok's Success With AI And ML

I.    Take Advantage of Current Trends

Content on TikTok is prioritized by the algorithm on the basis of popularity and number of views. So, marketing teams need to make use of trending memes and hashtags to come up with relevant content that appeals to the target audience.

Advertising on TikTok requires that your team be engaged to keep up with current trends, which isn’t necessarily the case with advertising on other social media platforms. TikTok followers usually seek out trending content using hashtags that you can use for introducing your brand to a different audience.

Leveraging the current trends can help you expand your creativity and tap into content you already know will successfully draw in viewers. For instance, Kraft used the hashtag #KraftMacMeSkip as well as the Duet challenge, which was popular on TikTok to engage with the audience and attracted over 6 million views.

II.    Find a Balance Between Promotion and Entertainment

TikTok provides an opportunity to inform and entertain your target audience, but there’s still the need to promote your brand. If a video seems to be too much of an advertisement, you can be sure that viewers will simply skip over it.

Always remember to entertain and inform first, bringing in an audience to engage with your videos when starting out. Once you build a following, start bringing in more promotional posts, including exclusive offers, people interacting with merchandise, or even tutorials with your product.

If you find the right balance between entertainment and advertising, you can establish a connection with potential buyers.

III.    Boost Brand Awareness Using Partnerships

Just as is the case with any new marketing venture, there’s a learning curve when conquering TikTok. So, don’t be afraid to leverage the expertise of others to help make the most out of your advertising strategy.

TikTok has a Creator Marketplace where businesses can find personalities that are experts at creating meaningful content. With people from a wide range of backgrounds, brands are able to find someone with the necessary expertise to entertain audiences, produce relevant videos, and provide a unique point of view.

Using experienced content creators will help take your brand to the next level. Along with creators, using influencers can also help set your products apart by getting real people that have a built-in following to promote your brand.

Influencers can provide authentic content that’s relatable to their specific audience. You can boost brand awareness and visibility by creating a partnership with an influencer. Influencers will help connect your products with consumers by offering promotions, demonstrating products, and providing links to merchandise straight from their posts.

Relying on the experience of others will help you launch your brand and provide your team with valuable content to guide any future advertising decisions.  Famous Footwear, for example, partnered with Makenna Willhite, a fashion blogger to showcase products authentically with a relatable and relaxed setting.

IV.    Give TikTok Users Full-Screen Focus

TikTok users prefer viewing content in portrait mode. To ensure the most appealing video for your target audience, your marketing team should consider using 9:16 video format. 

This format ensures that you take up the entire screen with your message and implement best practices for displaying your brand on the platform. You should always consider this preferred layout when developing content that best showcases your product.

V.    Variety Is Essential for Product Placement

The top-performing ads on TikTok use a variety of settings and backdrops to keep viewers engaged with the product. Instead of having a stagnant background, try switching camera angles, viewpoints, and scenery to create a more appealing and diverse advertisement.

Creating a variety of scenes helps to draw in the viewer and creates a memorable message. Your ad’s visual appeal can help set it apart from other videos on the platform and will ensure that your product stands out.

VI.    Connect Through Call To Action (CTA) Opportunities

Including a Call to Action (CTA) within the ad helps create a connection with the viewer and provides a clear next step after they watch your video. TikTok’s Ad Manager actually offers features for CTAs that are clickable.

Depending on the goal of your brand, customers can click to view offers, shop deals, find a location, learn more, etc. Clickable buttons can create more traffic on your website and connect your product seamlessly with your audience.

Furthermore, this helps create a more interactive experience for the viewer because they can go beyond the content of a short video to learn more about what your brand is offering. Including a CTA can help increase conversions and is a common feature in high-performing advertisements.

For example, Starbucks New Year’s campaign for #GoodVibeMessenger helped to clearly communicate the viewer’s next course of action.

By connecting via this marketing strategy, the brand can send promotional content in the future to consumers that engage with this offer.

AI is transforming the way businesses use social media. By automating tasks, providing valuable insights, and enhancing engagement, AI can help you optimize your social media strategy. Start exploring the possibilities of AI for social media today, and stay ahead in the digital marketing game.

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