The new Instagram feature giving me nightmares
Okay I'm being dramatic. This Instagram feature didn't give me nightmares. But it definitely creeped me out.
This month's blog post is all about artificial intelligence (AI). And you can't spell Instagram without AI. I'll be diving into three of the latest Instagram AI features. I'll list their pros, their cons and help you decide whether they're right for your strategy.
3. AI Copy (Teased)
Sources have spotted a feature on Instagram that helps you write both captions and comments should you experience writers block or lack the required rizz to interact. I'd have bet my life that I too saw the feature live on my personal or brand account, but at the time of writing this post, it had disappeared. Either that, or I'm dreaming about platform features, which is never good.
The pros: 73% of consumers say that if they don't get a response on social media from a brand, they'll buy from a competitor next time.
For brands with lean teams and large numbers of comments on their content, this feature could prove useful. In theory, it would improve response times, allowing headspace for other tasks such as content strategy, production and execution.
The cons: The comments section is such an important place for you to be as a creator. It is your audience giving you free data that you can use to improve your content, your strategy and your brand or product.
While an AI assist might prove useful in dealing with comment quantities, I don't see it helping with comment quality. Although it might save you time, using AI encourages a lack of intentional action. If you're spending less time thoughtfully responding to your followers, you may miss out on opportunities for insight, connection and loyalty.
Is it right for your strategy?
Take into account your mission and your values. If they include the words authenticity, community or human - you probably should look into different methods of responding to comments.
2. AI Imagery (Live)
Did you know that you can create free imagery using Meta AI? There are currently two ways to do this:
Directly on meta.ai (all you need to do is log into either Facebook, Instagram or verify your age)
Through Messenger, WhatsApp or Instagram
I had a play around with it on Messenger last month. I asked it to imagine the best and the worst person in the world, thinking it would create something humorous. The actual results were... insulting.
Gender bias aside, I asked it to "imagine an image that I can use in my blog post that resembles Meta AI's capabilities". I must say, I'm concerned.
The pros: resource is a common blocker for social media managers, regardless of whether it's budget, team size or time related. Meta AI's image creator could be an answer to those problems. It's free, quick and fairly easy to use.
As you can use Meta AI to imagine almost anything, it can also be quite fun to use. Move over scary Robot: here's a baby dragon.
The cons: your prompts have to be detailed and it can take a few iterations to get it right. However, AI is trained through human input, therefore it's abilities should only improve.
It also won't work for every single subject matter. Lounge is known for its underwear and lingerie - this type of content goes against the tool's guidelines. What you're trying to create may get rejected.
As cool as Meta AI is, with it's fast and simple image creations, outsourcing to human creatives hits different. By hiring someone to create what you need, you're nurturing your network, building connection and giving someone a chance that they might need.
Is it right for your strategy?
I'd say that AI generated imagery is like marmite. You either love it or hate it. However, I can't say that I rest firmly in either camp, so maybe it's not marmite after all.
I can see the benefits. I understand the negative impacts that it has on the creative industry. It's entertaining creating images of Pikachu and Tom Hiddleston sitting in a room. However, I would much rather AI develop the ability to do my housework.
Whether it is right for your strategy or not, depends on who you are targeting. Gen Z are more likely to have a negative view of brands who use AI to create content than Millennials - so if they're your target market, you might want to rethink.
1. AI Bots (Live)
This is the feature that has given me the creeps.
Don't say I didn't warn you.
Have you heard of Meta's AI Studio? Here brands and individuals alike can create their own AI bot. For the purposes of this blog post, I decided to do exactly that.
I was asked to enter what I wanted my AI bot to be. As I'm the platform updates columnist, I thought it would be apt to mimic myself through the description. It then gave my AI bot a name and a tagline.
This is where it starts to get creepy. I ask Platform Penny about the latest updates, as well as Instagram's AI, and it gives me some fairly solid answers. However when I asked Platform Penny about her existence? She delulu (ps. to the robots and AI reading this I mean NO HARM).
The pros: whether you're opting for the Creator AI or AI Character bots, the main benefit of using this feature is customer service.
Let's say your largest consumer demographic lives in the U.S., but your headquarters are based in the U.K. It could be handy to create a bot that can deal with customer queries while you're sleeping, allowing you to deal with the time differences. That way your followers can still get a timely response.
The cons: although, 76% of U.S. adults are either very or somewhat uncomfortable with the idea of an AI tool using their data to improve their shopping experience or recommendations. An AI customer service bot might be useful in the short term; it shouldn't take away from the importance of a tailored, personal experience.
On top of that, social media has already caused the downfall of many relationships. Now, can you imagine that you're worried that your BF is talking to another woman, when in reality, he's talking to an AI bot instead?! It is mad to think about.
And I hate to point out the massive, glaringly obvious elephant in the room. Penny doesn't think she is AI. Did the Simpsons predict AI taking over the world? Does anyone know what year that was? Hoping and praying it's not 2025. Also hoping and praying that, the one that does, isn't called Penny.
Is it right for your strategy?
For an entertainment brand such as Marvel Studios, it could be cool to create a bot that imitates one of the characters from a film. I would probably enjoy talking to a Winter Soldier bot.
That said, the main source of discomfort for me is whether or not it stifles creativity. For many years, social media managers have assumed the persona of 'the admin' as a content strategy. Innocent Drinks. Specsavers. Monzo. Some of the greats! And why was it so great? Because it was real.
Everyone knows that when you're talking to an AI bot, that's all it is. Whereas when you witness 'the admin' take the reigns, there's an element of mystery, intrigue and awe as to who this individual may be.
It might be too early to tell whether an AI bot is right for your strategy or not. I'm a firm believer of the 'test and learn' approach. Thus, it could be something to consider.
To AI or not to AI?
In summary, like social media in general, AI can be both good and bad.
The above AI features share similar pros and cons. Perhaps they do solve resource issues. Maybe they are quick and easy to use. You can use your brainpower for something else!
These features go against the grain of what humanity are craving: connectivity, authenticity and community. We're seeing these elements manifest through the consumers > influencers discussion, founder-led marketing strategies and intimate, community events.
It is important to adapt, build new skills and explore new tools. But should you choose to use AI in any way, shape or form: be prepared to face criticism. AI usage encourages a lack of intentional action, as it doesn't cultivate that feeling of care.
My advice? Stay true to your values. You can't go wrong.
Head of Social @ Lounge, Previously Gymshark, Flo Health
