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Whether you like it or not, AI is here to stay, and as a result, social media marketers must do everything they can to understand and potentially integrate generative AI processes into their workflow in order to optimize their time and keep current with the latest trends.
Generative AI advanced significantly in 2023 and is expected to become much more integrated into numerous professions this year. And, while I do not see AI as a replacement technology capable of performing all human tasks, there are definitely numerous areas where it may be beneficial.
So, how can social media marketers use generative AI technologies, and how should they plan to incorporate AI-generated content into their workflow?
Here are a few tips:
Background generation
The majority of AI-generated images, in my opinion, do not seem particularly good.
They’re somewhat off, not quite what they should be, or sometimes they appear more realistic than actual, veering into uncanny valley territory.
The uncanny valley theory states that humans are internally provoked by creations that resemble humans but are not quite right. As a result, there is an innate reaction that makes us uncomfortable, which is troubling because it implies that somewhere along our evolutionary path, there were potentially things that appeared human but were not, embedding this notion into our protective response.
That is not to suggest that all AI-generated photographs look terrible or fall into this category. Some look wonderful, and technology is always improving. But, from a marketing standpoint, I believe that the most effective use of created photos is for backgrounds and situating your products within various situations.
You can accomplish this in Dall-E, and Meta is exploring with background generation possibilities in its campaign development tools.
By establishing various backgrounds for product graphics, social media marketers may develop multiple iterations for each product based on a single product image. The product itself remains unchanged, and because it is the focal point of the image, there is less emphasis on potential flaws in your AI backgrounds (which you can also edit away if you have the technical skills).
Generated backgrounds can help you produce more unique images in a variety of styles without spending a lot of money on custom graphics.
Social Media Post Ideas
One of the most effective ways to use ChatGPT and other generative AI text technologies is to summarize content into social posts that adhere to platform best practices.
According to recent research, platform algorithms (and/or users) prefer shorter in-stream posts. For example, the best length for a Facebook post is 25 to 55 characters, because anything longer will be truncated in the app and buried behind a “See more” prompt. Similarly, on LinkedIn, posts are limited to 140 characters. Of course, some individuals will still click through to read the entire update, but behavioral research indicates that keeping updates under the initial post threshold will help to increase performance.
ChatGPT can assist social media marketers in summarizing postings so that they can experiment with different updates to see which ones appeal to viewers the most.
You can ask ChatGPT to summarize a post or key points within the character limit you specify. By feeding it relevant examples, you may also encourage it to experiment with different communication methods, construct an example as a “hook,” or duplicate your overall post style.
Paste in a variety of samples of posts that you enjoy, then ask ChatGPT to build your update in the same manner. With little testing, you may be able to increase the performance of your social posts using customized generative AI outputs.
As a bonus, here’s an outline of how you might use ChatGPT to create content in a more appropriate brand voice for your company.
Creating unique advertisements
Similar to posts, generative AI techniques are well-positioned to create effective ad creative based on examples of successful commercials.
You can accomplish this by entering examples of ad language that has already proven effective for other brands.
Where did you find that?
One option is TikTok’s “Top Ads” collection, which provides an overview of the best-performing ads in several industrial categories.
Find the top performers in your industry, select your favorite samples, and then add the caption text or entire script of each ad to have ChatGPT recreate that style for your content.
Meta is also trying to immediately integrate this functionality into its “Text Variation” tool, which is trained on Meta advertisements.
TikTok has its own “Ad Script Generator,” while LinkedIn has “Copy Suggestions” powered by OpenAI.
Such technologies will become more widely available across all ad creation platforms, and with the ability to generate an infinite number of ad text variations based on current ads in each system, they could be a useful tool for developing better-performing ad creative.
AI for SEO
SEO is a highly technical process, and technical procedures that require a great deal of specific knowledge are about to be disrupted by generative AI tools, which can handle a lot of the heavy lifting in this regard.
Using the appropriate prompts, generative AI technologies may generate relevant keywords for your niche, content and title ideas, meta descriptions for articles, blog post suggestions, and more.
It will also display its results in tabular format if you choose, making it easy to build your SEO strategy, from early target terms to long-tail inquiries.
Yeah, that’s very embarrassing, and it emphasizes the fact that these technologies are not a substitute for genuine, human expertise.
You must know exactly what you want the system to create, and having that pre-established knowledge is critical to maximize your generative AI outputs.
However, for SEO goals that need a large number of specialized keywords and technical placement, they can be extremely beneficial. Just make sure to keep humans, who will be reading your material, in mind when you develop your SEO strategy.
There are numerous ways you may utilize generative AI tools to supplement your content creation process, and with the correct prompts and techniques, they can be quite useful for specific tasks.
Just make sure you don’t put too much trust in what the robots say you, and keep your target audience in mind at all times, and you should be able to properly incorporate them into your approach.
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