Chatbots powered by AI are changing the way businesses interact with consumers on social media. Acting as virtual assistants to your business, these chat bots can provide help, answer questions and, if needed, connect people to a live chat agent when required. Unlike a regular customer service agent, AI chatbots are available 24/7 – ensuring that customers receive instant, timely support whenever they require it. Businesses of all sizes have started to adapt to AI chatbot models, which can be used to guide a customer’s journey and give them a more seamless, faster experience. Facebook Messenger and WhatsApp are just two places that use AI chatbots on social media to help audiences and businesses speed up their processes. 

Advertising is one of the biggest areas where AI is making a difference in social media marketing. Traditional advertising often requires trial-and-error processes if you’re just starting out. AI features, like Metas Advantage+, combines what customer knowledge you have with AI to ensure you’re reaching relevant audiences and have highly optimised campaigns. If you aren’t looking to use something like Advantage+, then ensure you turn the feature off at each step of your campaign where Facebook has toggled the usage of it on - allowing you to design and set up your campaign the usual way. 

 

Marketers have also started to use generative AI to create their campaigns – but there are ethical issues that can arise here. Whilst not necessarily required, not disclosing where AI has been used can actually harm businesses in the long run – you have to make sure what you’re presenting, whether visually or in the copy, is true to what you’re advertising – which is why using generative AI is still a divisive topic, even if the platform you use offers generative AI features itself. If you do choose to go down this route, make sure you keep a close eye on what is being generated. Meta will add a label to images they deem to be made with AI, and noting where it has been used yourself will give audiences transparency, helping them to decide whether they want to take a chance on an AI generated Ad campaign image. 

Content-creation can be time consuming, especially for small businesses with a few employees all focusing on different tasks. AI powered tools can now help to create post copy, blog wording, closed-captions and more, becoming a useful tool for businesses looking to hold a consistent posting schedule whilst putting the majority of their focus onto other tasks that require their full attention. However, whilst using AI can speed up the process, it has its limitations. Audiences appreciate authenticity and a human touch, and AI shouldn’t be solely used in place of creating the posts yourself. You can combine the efficiency of an AI tool with your own ideas – using AI to form the post but letting yourself reword and rewrite sections where they don’t align with your brands style or voice – adding a little bit of personality into an otherwise computer-generated approach. 

AI is also having a big impact on SEO, with algorithms now analysing user behaviour, trend an engagement to decide which content get displayed. AI makes things more user-centric, helping search engines tailor their algorithms to the most relevant content online It can also help businesses make their content more SEO-friendly, helping to discover where key words can be used, monitor backlinks and allowing you to continue to shape your SEO and AI strategies to be more user-friendly and aligned with the current scope of SEO. 

Whilst AI on the surface sounds like a great thing to introduce to your marketing strategies, and whilst its being pushed to the forefront of digital marketing, it doesn’t come without it’s concerns and issues. Firstly, the use of AI comes with environmental issues – especially with generative AI, which has been a controversial topic when it comes to it’s power usage and energy consumption. There’s also concern over the job market, and whether the growing popularity of AI will eventually end up taking over digital jobs – again, hindering the human element that has managed to produce engaging content for years prior to the AI boom. We’ve already discussed concerns regarding transparency and the disclosure of AI content, which could affect brand trust from audiences if they would rather shop or engage with a business that isn’t using AI. Forbes Advisor research found 59% of Brits had concerns about the use of AI – 37% had issues over the ethical implications and potential misuse, 42% were concerned about dependence on AI and 39% had concerns over AI being used to make decisions without human involvement. 

AI has become an ingrained part of social media and digital marketing, and whilst there are many positives to its continuing rise, there’s also understandable hesitation towards embracing it entirely. Whatever you choose to do, AI is becoming difficult to ignore in the digital field – and it’s only likely to gain more prominence in the coming months and years. 

 

Facebook is still the third most visited website behind Google and YouTube, and has over 3 billion active users. Sprout Social research found that 60% of people use Facebook for product discovery – meaning it’s incredibly important you get your copy right if you’re using Facebook for your marketing efforts. Facebook has a character limit of just over 63,000, so there’s a lot of room for you to get your message across. Despite this, people aren’t coming onto Facebook to read long blogs or sales pitches – you have to grab their attention quickly – keeping in mind the KISS model (Keep It Short and Simple) when it comes to writing your copy. In fact, Buffer’s research recommends that using 80 or less characters give’s posts a 66% higher engagement rate. Anytime you post a link or a picture, use a short, persuasive and catchy piece of copy alongside it. 

X (or Twitter) is a little more complicated – whilst premium accounts have 10,000 characters to work with, non-premium accounts have 280 characters to work with – which isn’t a lot of room if you have a lot to say. With around 240 characters being the recommended amount, you should make sure your points are concise enough to fit, but also detailed enough to get your point across. Tweets with hashtags get 2x more engagement, but using more than 3 hashtags a post can see a drop in engagement. You can also create your own hashtag relevant to your business which helps people find your products and services. 

When creating copy on LinkedIn, you need to approach it a little differently to how you approach your other social media platforms. On Facebook, Instagram and X, you’re talking to consumers – on LinkedIn, you’re talking to other businesses, so you’ll have to change up your language and marketing plans too. Whilst you can use LinkedIn to push simple posts or job offers onto your connections’ timelines, it’s also a great place to repurpose your blogs and get them out in front of other industry leaders – showing your expertise and building trust in you and your business. You can upload these as articles – picking a catchy title, writing or pasting in your content and using an attention-grabbing picture. 

Copywriting forms a big part of your social media marketing efforts, and understanding the different methods and styles to use on different platforms can help you form your plans for each site more effectively. By tailoring your approach, you and your team will have a clearer idea of how to approach your social media sites, and improve your engagement.