The Impact of Artificial Intelligence On Social Media
Artificial intelligence technologies are being used across industries to automate and improve the efficacy of different activities. The advanced machine learning systems are equipped to replicate the discreet thinking and analysis patterns demonstrated by humans. This allows companies to leverage AI in performing some of the complex cognitive tasks with minimal human intervention.
While AI can be applied to varied use-cases, social media is one segment where it has become a major catalyst for companies to grow. For example, AI chatbots for business are helping companies to stay connected with their audience. It has truly transformed how brands communicate and build relationships with audiences on social media. From small to large scale, businesses are adopting AI in their social media marketing practices at a faster pace.
Impact of AI on Social Media
AI is transforming how brands use social media and it is the reason why this segment is expected to reach $2.1 billion by 2023. The use of AI in social media has two major advantages:
AI functions using a complex network of computers that are capable of functioning independently. Once the algorithms and action points are defined, AI can function with minimum human monitoring. This helps to reduce marketing expenditure as brands can work with a smaller team without compromising their performance.
It also assists brands to boost revenue by making processes automatic and efficient. AI provides valuable insights that aids in creating content to improve engagement and make the brand visible to a wide audience.
Benefits of using AI for Social Media
Here’s how using AI in Social Media can benefit your business:
Communicating with the Audience
Many companies use social media to share their products, update about upcoming offers, and other important information. Almost all of the social media platforms have some sort of messaging or commenting feature that allows followers to communicate with the brand. Sometimes customers might have queries that they need answers to and may post the same on the brand’s social media profile. For brands whose followers run into millions, these questions can run into thousands.
It is not possible to ignore these questions as it would impact the brand’s image. At the same time, extensive hiring is not a viable solution as it would be expensive for the brand. AI technologies help brands to automatically reply to these messages by developing user-interactive AI chatbots that integrate with their social media profiles. Brands can also use chatbots for businesses to provide personalized support to shoppers.
Makes Influencer Marketing more effective
Influencer marketing is a branch of social media marketing in which brands collaborate with individuals who are ‘influential’ or specifically have a large following on social media. It translates into an organic way of spreading brand awareness. Brands do collaborations, like ask the influencers to review or showcase the brand’s products or services on their profiles. Since these influencers already have a large following, this approach assists brands to tap into their audiences.
However, a major problem with this approach is for the brands to identify the correct influencers. AI aids in making this process fast by automatically performing quantitative and qualitative research of influencers. AI can evaluate the content, engagement rates, and other parameters of different influencers to handpick those who will be successful in assisting the brand’s campaign reach out to a wider audience.
Create, Schedule, and Analyze Social Media Posts
Regular posting is considered an important way to grow audience and build a strong social media presence. 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 to create platform-specific content by conducting extensive topic 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.
AI also allows brands to automatically schedule posts for each platform. There are specific time intervals when posts tend to get more engagements and AI tools can identify the best time for the brand’s content and post them automatically. This improves the organic reach of social media posts. You can also get valuable insights about emerging trends, new audiences, brand visibility, and competitor performance.
There are several other advantages of using AI in social media. Technologies like speech recognition, predictive analysis, and computer vision are making it easier for brands to interact with their audiences. The technology is still evolving and the development of more use-cases of AI will benefit more businesses and help them deliver a better experience to their audiences.
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November 11, 2020 at 11:15AM