In its new report, Dash Hudson uncovers the ways in which brands can harness Ai in their social media strategies without sacrificing creativity and authenticity
Over the last year, Ai has made itself at home in our offices, our homes – that smart speaker relies on it too – and across all of our social networks.
Whilst the tech is still being approached with hesitancy – given the threat of deep fakes, disinformation and dilution of that human touch – there’s no denying that machine learning is becoming increasingly useful for strategising, appealing to your audience, and predicting what’ll capture the interest of new consumers.
Implementing Ai into your business doesn’t need to look like the face-recognition mirrors and digital advisors emerging across the beauty landscape though.
If you’re simply looking for a way to dip your toe into the world of artificial intelligence, social media platforms you already love are launching new tools left, right and centre.
In its new report, Dash Hudson uncovers these opportunities and measures their success. Let’s get into it, how can brands use Ai for even better social media?
Those who balance Ai and creator relationships will see the most success
‘The ideal integration of creators and Ai in social media marketing lies in a partnership where creators retain creative control while leveraging Ai to optimise their efforts,’ the report reads, before stating: ‘The best Ai tools will enhance creators’ work, helping them reach wider audiences and build stronger communities.’
When approaching new technologies, remind yourself that artificial intelligence is just a machine so, although it’s getting scarily close to replicating it, these tools won’t match the creative magic of your copywriters, social media and design teams.
If you’re just starting out, use Ai to track what’s doing well and do more of it, whilst also giving yourself space to test the performance of new, creative, creator-led, ideas.
Use Ai to spotlight your most popular products and services
Both Meta and TikTok have launched new tools to ensure that your trending products reach the right people at the right time.
Meta’s Advantage+ Catalogue ads shows ‘people the best catalogue to drive performance’, and all you have to do is tick a box to toggle the feature on. Earlier this year, the platform also added video capabilities so that your customers, and new ones, engage with moving image too.
Launched just two months ago, TikTok’s Pulse Custom Lineups is designed to place branded content alongside organic content from premium publishers and content creators. As part of ‘Pulse Promotions’, you can place your ads alongside the likes of Conde Nast.
Ai tools can help you save time and money
‘Savvy brands can effectively leverage these insights to ensure their content strategy is always aligned with their community’s tastes to maximise the performance of every post,’ the report reads.
‘Social media teams can now do this at unprecedented speed and scale, enabling them to keep pace with the ever-changing attitudes of consumers and the activity of competitors to refine and pivot as needed.’
Analytics backed by artificial intelligence are touted as ‘unbiased decision makers’. And, we all know the importance of making quick, evidence-based decisions when building successful business strategies. So, why not let Ai do it for you?
That said, these tools aren’t going to get to work immediately, particularly if your existing content doesn’t provide it with enough evidence. So, it’s worth implementing something today and letting the machine grow with your team.
You can read the full report here.
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