AI Writing
AI in Social Media Marketing — How AI is Impacting Social Media
Learn about the increasing role AI is playing on social media, its applications in social media marketing, and best practices for maintaining transparency.
Ever look at a post on a social media platform and found yourself asking whether a human wrote it or it was quickly worked up in a tool like ChatGPT?
In this article, we’ll look at the increasing role AI is playing in social media and how it is being used in social media marketing.
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The rise of generative AI in content marketing has become a topic of much conversation in the marketing world.
So, where exactly does AI fit into that dialogue when it comes to social media marketing?
In the context of a social media marketing plan, generative AI may seem like an ideal tool to whip up quick social post captions, tick social media off a to-do list, and move on to other tasks.
For others who take a more nuanced approach to posting content, it can be a great tool for brainstorming and caption ideation.
In a survey from September 2023, Statista found that 67% of global influencers said they would disclose the usage of artificial intelligence (AI) programs with their followers, which is an excellent practice.
Many social media platforms, like Meta can detect AI and add labels to AI content to establish transparency.
Ultimately, any AI usage on social media should come with complete transparency to ensure you maintain customer trust and brand authenticity.
Generative AI can be a brilliant tool for speeding up the research, brainstorming, and planning phases of social media marketing.
Example: If you’re about to launch a new product, using generative AI can help to:
However, if brands rely too heavily on generative AI (replacing their own thought leadership with generated content, for example), it can have some seriously negative effects.
For starters, if your audience becomes aware of your use of AI and believes you are simply pasting ChatGPT content, it’s likely they aren’t going to be happy about it.
In many instances, followers and friends have chosen to connect with you or your brand on social media to hear your thoughts — not thoughts they could generate themselves with the right prompt.
So, you can easily see how brands could quickly lose authenticity, trust, and engagement with their audience if they rely too heavily on AI tools without maintaining transparency.
AI is rising in Google Search Results, and social media platforms aren’t exempt from the implications of the increasing popularity of AI tools.
If you recently read a thought leadership LinkedIn post and thought to yourself, ‘This seems very AI-sh’? Chances are, it was.
In our recent study on AI-generated LinkedIn posts, we found that since ChatGPT launched, over half of the long posts on LinkedIn are likely AI-generated.
To conduct the study, we reviewed a total of 8,795 long-form posts using our industry-leading AI content detector.
As thought leadership continues to become more attractive to business leaders for several reasons (speaking opportunities, brand authority, etc.), more people are looking to take advantage of the speed that AI offers when it comes to generating content.
This is where the ethics of AI and AI-generated content come into discussion.
On Twitter, the public perception of generative AI tends to vary depending on the usage.
In the study, Public perception of generative AI on Twitter: an empirical study based on occupation and usage, available via Springer, of more than 3 million posts on Twitter, there seems to be a strong interest in generative AI on Twitter, with a generally positive sentiment.
However, there was still evidence of negative sentiment towards AI in the posts on Twitter, particularly when it came to ethical concerns around the potential use of artwork for AI training data.
A great approach to incorporating AI into social media marketing is to adopt a hybrid mindset. Utilize the benefits of AI for content ideation, planning, and preparation with a transparent approach that your audience is aware of.
That way, your brand tone of voice continues to shine, you maintain your essential audience relationships and you streamline workflows at the same time.
Then, incorporate the Originality.ai AI Detector into your marketing workflow to identify AI content that may need further editing to align your social media posts with brand voice.
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