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AI Tips for Social Media Marketers

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AI Tips for Social Media Marketers

Like it or hate it, AI is here to stay, and as such, social media marketers need to also be doing what they can to understand, and potentially integrate generative AI processes into their workflow, in order to both optimize their time and to maintain a connection with the latest shifts.

Generative AI took a huge leap in 2023 and is set to become even more embedded in many professions throughout this year. And while I personally don’t see AI as a replacing technology, able to do the task of humans wholesale, there are clearly many areas where it can provide benefit.

So how can social media marketers utilize generative AI tools, and how should they look to integrate AI-created content into their process?

Here are some tips:

Background generation

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In my opinion, most wholly AI-generated visuals don’t look that great.

They’re slightly off, they’re not quite what they should be, or sometimes they look realer than real, and veer into uncanny valley territory.

The uncanny valley is the theory that humans are internally triggered by creations that look close to human, but aren’t quite right. As a result, there’s an inherent reaction, which makes us uncomfortable, which concerningly also suggests that somewhere in our evolution, there were potentially things that looked human but were not, embedding this sense into our protective response.

That’s not to say that all AI-generated images look bad, or cross into this area. Indeed, some look amazing, and the technology continues to improve every day. But from a marketing perspective, I would suggest that the most powerful usage of generated images is for backgrounds and positioning your products within different scenes.

You can do this within Dall-E, while Meta is also experimenting with background generation options in its campaign creation tools.

Retrieved from Meta on May 12, 2023

 

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By creating alternate backgrounds for product visuals, social media marketer can create a range of iterations for each product stemming from a single product image. The product itself remains untouched, and as it’s the focus of the image, there’s less emphasis on potential glitches in your AI backgrounds (which you can also edit out if you have the technical chops).

Generated backgrounds can help you create more standout visuals, in a range of styles, without spending too much on custom graphics.

Social post ideas

One of the best ways to use ChatGPT, and other generative AI text tools, is summarizing content into social posts, in alignment with platform best practices.

Research suggests that platform algorithms (and/or users) tend to favor shorter posts in-stream. For example, the optimal length for a Facebook post is 25 to 55 characters, because beyond that, your post will be truncated in the app, and hidden behind a “See more” prompt. The same on LinkedIn, which cuts off posts at 140 characters. Of course, some people will still tap through to read the full update, but behavioral research suggests that keeping posts within that initial post threshold will help to improve performance.

ChatGPT can help social media marketers summarize posts so they can experiment with updates to find the ones that are more attractive to readers.

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You can ask ChatGPT to summarize a post, or key points, into the character limit that you choose. By feeding it relevant examples, you can also push it to test out different communication styles, to create its example as a “hook” or to replicate your general post style.

Paste in a range of examples of posts that you like, then ask ChatGPT to create your update in the same style, and with experimentation, you may be able to improve the performance of your social posts, based on customized generative AI outputs.

As a bonus, here’s an overview of how you can get ChatGPT to create content in a more suitable brand voice for your business.

Generating ad creative

Similar to posts, generative AI tools are also well-placed to come up with ad creative that works, based on examples of ads that are driving results.

In order to do this, you can enter in examples of ad text that’s already working for other brands.

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Where do you find that?

One place would be TikTok’s “Top Ads” library, which provides an overview of the top-performing ads in various industry niches.

TikTok tips 2024
Retrieved from TikTok on January 04, 2024

 

Find the top performers in your sector, choose the examples that you like, then you can enter in the caption text, or the full script of each ad, and ask ChatGPT to replicate that style for your content.

Meta’s also looking to directly integrate this same functionality, with its “Text Variation” tool, which is trained on Meta ads.

Meta AI ad tools
Retrieved from Meta on May 12, 2023

 

TikTok also has its own “Ad Script Generator”, while LinkedIn has “Copy Suggestions” powered by OpenAI.

Such tools are going to become more readily available within all ad creation platforms, and with the capacity to generate an endless amount of ad text variations, based on existing ads in each system, it could be a good way to come up with better-performing ad creative.

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AI for SEO

SEO is a highly technical process, and technical processes like this, which require a lot of specific knowledge, are set to be disrupted by generative AI tools, which can do a lot of the heavy lifting in this respect.

Using the right prompts, generative AI tools can come up with relevant keywords for your niche, content and title ideas, meta descriptions for articles, blog post suggestions, and more.

It’ll even produce its results in table form if you like, making it easier for you to construct your SEO approach, from initial target terms to long-tail queries.

I would, however, be wary about putting too much reliance on these tools for the whole process of content creation, as they tend to “hallucinate,” and if you’re not careful, you could end up sharing incorrect information.

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Of you could end up posting ChatGPT error messages in your product text, like these numbnuts:

Amazon AI description example
Retrieved from Ars Technica on January 16, 2024

 

Yeah, that’s pretty embarrassing, and it underlines the fact that these tools are not replacements for real, human expertise.

You need to actually know what you want the system to produce, and having that pre-established knowledge is really the key to maximizing your generative AI outputs.

But for SEO purposes, which require a lot of specific keywords and technical placement, they can definitely be helpful. Just ensure that you also keep humans, the ones who’ll actually be reading your content, in mind as you go about building your SEO process.

There’s a range of ways that you can use generative AI tools to complement your content process, and with the right prompts and processes, they can be extremely handy for certain tasks.

Just make sure you don’t put too much trust in what the robots tell you, and keep your target audience in mind at every turn, and you should be able to employ them effectively within your strategy.  

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Bonus: You can learn more about the fundamentals of generative AI with this LinkedIn Learning course.



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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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