How to create the best social media marketing campaigns by becoming an AI-operating baddie
It’s the topic flooding all of our LinkedIn feeds: AI. It’s time to face it… the days when artificial intelligence only belonged in movies are long gone. Now, being able to utilise AI tools to create campaigns that POP is crucial as a social media marketer looking to keep up with trends, manage multiple tasks (and accounts), and smash those KPI targets. According to Econsultancy’s Future of Marketing, AI Skills are considered to be one of the two top skill areas needed for marketers over the next two years.
You might be thinking, “I’m already a top-notch SMM, so why do I need to learn how to use AI?” Well, you don’t have to, but just like when a new social media platform launches - ignoring new developments for too long can leave you trailing behind. AI isn’t going anywhere anytime soon, so getting to grips with key tools and methods will help you to stay ahead, saving you precious time and effort. Some of the biggest brands are now making the most of AI, like H&M who are even going so far as to create AI clones of their models to feature in campaigns. So, without further ado, let’s jump to the first step in your AI journey.
First things first: Basic Terms
First off, let’s break down some terms. The first one is Generative AI. This type of AI can generate new content, like text, images, and even videos. It can be thought of as your personal content creator.
Next, we have Large Language Models (LLMs). These AI models are trained on vast quantities of text, meaning they can write human-sounding text and carry on conversations.
Tools like ChatGPT are based on LLMs, and ideal for creating written posts and copy. It’s important to note that there are many, many different kinds of AI, but these are two of the most common and most useful kinds that marketers are currently finding value in.
Research mode: on. Planning: underway.
Building a social media campaign is a bit like writing a novel: you need to know your market, understand what’s working in your industry, and know your audience like they’re your besties. Move over, Stephen King, there’s a new pro in town (hint: it’s you). Instead of spending hours looking at different platforms and researching competitors, AI can act as your very own assistant, gathering and analysing insights so you can focus on strategy. For example, many social listening tools are now powered by AI, helping you track trends and content performance in real-time.
Additionally, AI tools with predictive analytics forecast market shifts and trends, giving you a heads up about when you might want to adapt your strategy. Think of it as Raven’s visions in That’s So Raven, without actually having psychic powers. Competitor analysis can also be conducted with AI by using the right tools to scan competitor activity and offer suggestions on how to outshine them. Check out this article from Sprout Social for some of the top tools.
How to use it: Choose the right tool for you and master its functions. Play around. Getting used to a new tool can take a bit of getting used to, but practice makes perfect.
Time to add a little bit of spice
Now for the fun part: creating content. There’s a common misconception that AI will lead to the demise of creativity, but that’s simply not the case. AI is actually making creativity more accessible, allowing everyone (no matter their design experience) to produce beautiful assets for social posts.
Social graphics: AI can help you design eye-catching social media graphics that match your aesthetic without needing a load of design experience. Tools with smart templates and other useful features can help you to create high-quality posts that will stop thumbs in their tracks.
Video editing: If you’re creating video content, AI can help you to chop down hours of footage. It can handle tasks like adding transitions and syncing audio, allowing you to focus on the core message of your video content.
Written content: Create attention grabbing captions or a text-heavy carousel with an AI-powered writing assistant as a secret weapon. Speak to your audience by touching on topics that are relevant to them. Keep tone and grammar consistent with your brand voice by providing your chosen AI tool with an example and guidelines.
Tip: The key to making the most out of AI when it comes to generating content is to write a great prompt. The more accurate your prompting, the better the result. Read this piece by Inc to get to grips with prompting.
What’s the key to efficiency? A well oiled process. As social media marketers, our days can often be taken up with repetitive tasks, making us feel like we’re human Instagram boomerangs. It’s time to work smarter, not harder. AI scheduling automates your posts, analysing the best times and frequencies to engage with your audience across multiple platforms. Track your post performance for optimised timings and content types, maximising impact.
How to start: Choose an AI scheduling tool and begin by analysing your audience’s engagement pattern. Then, let the AI handle the timing and frequency, so you can focus on other tasks.
Choose your fighters (aka. your tools)
Hootsuite: A scheduling tool for automating and optimising social media content.
Sprout Social: Provides social listening and analytics for measuring performance and audience engagement.
Lately: A platform that creates social media posts from long-form content.
Picsart: Content creation platform to create high-quality social media assets.
HubSpot: Offers content optimisation and automation for social media marketing.
ChatGPT: Creates written content, ideal for copy needs and editing tasks.
Brandwatch: Monitors brand mentions, tracks trends, and analyses competitors.
Synesthesia: Turns written content into images and videos.
Three key takeaways:
Start small: Rapid changes in the world of AI can be overwhelming, so it’s best to start off with one or two tools that will make the most impact, saving you time, money, and energy.
Always check outputs: Like humans, AI can still make mistakes. AI outputs are generated from large amounts of data, but this in itself comes with limitations, as biases can sneak through, impacting results. It’s also not unusual for AI to make errors when used as a research tool, so make sure to double check your content.
Research the right tools for you: Different tools are right for different needs. If one tool doesn’t work for you, another might still be ideal. Try out a variety and see which are most effective for you.
Knowing how to use AI for social media marketing is a necessity for staying ahead in an already ever-evolving industry. By using the right AI tools, marketers and social media managers can save time, increase outputs, and optimise campaigns for better performance.
From automating tasks to creating eye-catching content, AI can help you become an even more efficient and effective marketer. Now making those revisions the client asked for last minute don’t seem so impossible.
You’re welcome!
Content Marketing Manager @ Picsart and Communications Consultant for Non-Profits
