Social media trends are constantly evolving. User preferences come and go, but it’s important to pay attention and adapt by using the latest social media marketing tools and distributing content in the places where your audience is spending time.
A recent survey by Sprout Social of more than 500 social media marketing experts shows they’re already burdened, as 48% of respondents say they “sometimes or rarely” have enough time to get their work done in a typical day. The bottleneck is related to the marketer’s typical daily tasks, which include analyzing data, communicating with customers, creating content and building strategies.
The majority of those who are swamped say the biggest downside is their inability to do “high-impact work.” Could the solution to unjamming this bottleneck be artificial intelligence (AI)? Human-created content will always beat out AI-created content, but there are AI tools that some say could alleviate backlogs for routine tasks.
According to an article in CMS Wire, “Understanding where to apply resources is essential for smart automation to work effectively.”
AI Tools for Social Media
AI has proven to be a powerful tool in analyzing massive amounts of consumer data companies can use to gain insights that can lead to the creation of more meaningful content. When social media marketing strategies account for what resonates with their target audience, they can begin to personalize content, which improves engagement. This is where some AI tools have excelled.
AI can be used to evaluate an audience’s take on recent social media posts. Known as “sentiment analysis,” these AI tools gauge public opinion, which provides the kind of feedback companies can use to zero in on more potent content creation and stay away from the type of content that generates negative feedback.
Which Platforms are the Top Performers?
Sprout Social’s survey also sheds light on another valuable topic, which is where consumers are flocking to engage with their preferred brands. The data shows that Gen Z and Millennials prefer Instagram Reels and Stories, whereas Gen X and Baby Boomer audiences are keyed into Facebook video.
But even with the older audience, Instagram Reels and Stories rank second in preference, which is a solid indication that Instagram deserves a look as you invest more thought into your strategy.
TikTok isn’t far behind, ranking high for Millennials (second favorite platform), but comes in third for Gen Z and Gen X, and fourth for Baby Boomers.
Ask an Expert
Need assistance with your social media marketing strategy? Let SJC Marketing guide you. We’ll not only do an analysis on your target audience, but we’ll also create a strategy and personalized content that will make a difference. Contact us and let’s talk about how our team will use a customized approach that moves the needle with your audience.