Both businesses and marketers are constantly striving towards a shared goal: connecting with their audience in a meaningful way. They aim to deliver the perfect message at just the right moment.
But here’s the twist: with so much content out there, truly standing out is becoming a tough nut to crack. That’s where artificial intelligence (AI) steps in.
With the introduction of ChatGPT, all eyes were on AI, and we’ve never looked back. It’s transformed the way content is created and distributed across the internet.
So, as we navigate into 2024, what will the role of AI play in social media marketing? More importantly, can it tackle content personalization to help us build stronger connections with our audience?
We’ll be going to dig for the answer by exploring the latest trends in AI content personalization. Plus, we’ll share how you can leverage this technology to elevate your social media marketing efforts to new heights.
Intrigued? Let’s dive in.
Benefits of AI content personalization in social media marketing
Consumers are bombarded with blog posts, social media ads, and influencer campaigns from all directions. We live in a content-saturated world, and we can’t escape it.
Most of the time, we find it quite annoying unless it’s relevant to our hobbies, past purchases, or search intent. That’s why AI content personalization is more crucial than ever, especially in crowded social media feeds.
Tailoring your content to specific audience preferences makes it easier to stand out. Why? You’re reaching your target market with greater precision. Think about it like throwing a dart, which lands on a bullseye, rather than throwing spaghetti at the wall and praying that something sticks.
The reality is AI content personalization in social media marketing offers several key benefits. Let’s break it down.
1. Enhance user engagement and reach
AI-powered content personalization guarantees that your target audience receives relevant and engaging content. Every time. In return, you can foster deeper engagement and broader reach.
For instance, AI-driven social media marketing tools analyze users’ past content interactions and recommend similar content that aligns with their interests.
Imagine using an AI tool that sifts through your past likes and shares to recommend posts about your favorite sports or recipes. These recommendations grab your attention and make you more likely to engage with the content and share it with friends.
2. Make every customer feel special
Personalized content demonstrates that your business values individual needs and preferences. It’s the secret recipe for improving the customer experience and increasing customer satisfaction.
For example, when a beauty brand uses AI to show you social media content about skincare routines tailored to your skin type, it feels like they understand your needs. It’s the icing on the cake to your overall experience with the brand.
3. Boost conversion rates
AI-powered content personalization in social media marketing plays a pivotal role in turning browsers into buyers.
By targeting potential customers with highly relevant and personalized ads, you can effectively encourage clicks and website visits, increasing the likelihood of purchases.
Retargeting you with ads for hiking gear right after you’ve been searching for the best hiking trail maps in Colorado makes you more inclined to click through and buy that new pair of hiking boots.
It’s convenient. It’s relevant. It fits your needs. So why not click purchase? It’s a no-brainer.
4. Strengthen brand awareness and loyalty
When you go out of your way to provide personalized media content, you’ve jumped on the fast track for building brand awareness and fostering customer loyalty.
Why? These messages convey genuine care for your customers. You’ll be surprised at how much it means to someone to receive personalized emails or messages on anniversaries or birthdays.
It makes customers feel special and helps keep your brand at the top of their minds. Then, when they enter a store, they’re more likely to choose you over the competition. Sounds idyllic, right?
How to use AI content personalization in social media marketing
Artificial intelligence is an incredibly powerful tool. It can personalize and improve marketing content in several ways. Let’s take a closer look at how you can use it to your advantage.
1. Analyze user data and behavior
Humans are great at a lot of things. But one thing that AI can do better than us is analyze vast amounts of user data.
That’s right. It can look at past interactions, purchase history, location, and social media activity to understand individual preferences and behaviors.
Thankfully, you no longer have to spend days, hours, or weeks trying to identify patterns and trends that you can use to create personalized experiences. AI tools can spit out those answers in seconds.
So, how can you learn more about user interests and preferences? Employing solutions like OAuth allows applications to access user resources without exposing their credentials.
In other words, OAuth enables users to grant limited access to their data and actions on one social media platform, such as Facebook, to another application, such as a social media management tool or a business automation platform.
That way, you can leverage the user’s profile, preferences, and social networks to create and deliver relevant content that matches their interests and needs.
2. Create targeted content recommendations
AI algorithms can use these insights from user data analysis to generate personalized content recommendations.
These recommendations may appear in a variety of ways, including:
- Product suggestions
- Suggested posts
Here’s a simple example of a suggested post on Instagram:
Customized recommendations increase the likelihood of user engagement and satisfaction. Plus, with Instagram’s interface, it’s barely noticeable that the posts aren’t coming from your followers.
The result? You’re more likely to stop scrolling and engage (especially when it’s about puppies). It’s a seamless way to get your content in front of the right audience and expand your reach.
3. Adapt content in real-time
Unlike humans, AI is “always on”, which can be a good or a bad thing. However, in the case of content personalization, it’s a good thing.
Why? It can continuously track user interactions and make content recommendations in real-time. So, if you’ve recently published a new social media campaign for a new accessory, and your posts are driving lackluster results, AI tools can point you to your captions or format that need alterations.
For example, Olipop uses a mixture of content formats, from carousel posts to user-generated content, to maximize reach, engagement, and social shares.
This real-time customization is the key to helping keep your content relevant and engaging even as users’ interests and preferences change.
Dynamic content engages users and increases the overall effectiveness of social media marketing campaigns.
The future of AI content personalization in social media marketing
AI is revolutionizing the social media landscape. And content personalization stands as a key area where AI will exert a profound impact.
Even the latest top-rated marketing books underline the significance of artificial intelligence, highlighting it as the future of marketing (and the world as we know it).
So, it’s super important to take advantage of it as much as possible to expand your company’s growth.
That said, here are four key trends that’ll shape the future of AI content personalization in social media marketing:
1. AI-Generated content
Did you know that 36.7% of marketers agree that creating high-quality visual content is one of their biggest pain points?
Well, AI is here to save the day. Since ChatGPT released an update with a DALL-E integration, now, you can generate images in under 30 seconds. Here’s an example:
Pretty crazy, right? AI empowers content creators to generate highly personalized and engaging social media content at the click of a button.
Will you turn around and publish this exact photo in your campaign? Probably not. But you can use it to spark inspiration.
And if you need help writing a caption, there’s an AI tool for that as well. In fact, there’s an AI tool for everything from text and images to video and audio.
2. Interactive and immersive social media experiences
AI is the driving force behind interactive and immersive social media experiences.
These experiences can narrate stories, gamify content, and even enable users to participate in virtual worlds. And that’s just the beginning. This social media trend will be an exciting one to watch as AI continues to make its mark in the social media scene.
So, sit back and watch brands tap into interactive and immersive social media experiences as an effective means of capturing user attention and creating lasting impressions.
Use them as guinea pigs. Find out what works well and avoid strategies that fall flat.
3. Hyper-personalized content marketing campaigns
With AI’s assistance, social media marketers can now craft hyper-personalized content marketing strategies.
These campaigns leverage data and machine learning to deliver the right content to the right individuals at the right time.
For example, Pumpkin, known for pet insurance coverage, shares helpful care tips for elderly pets during November (which is also known as Senior Pet Month).
Adding these personal touches to their social media campaigns boosts their effectiveness due to their enhanced relevance to current or potential customers.
4. AI-powered social media management tools
AI-powered social media management tools streamline the process of managing a business’s social media presence. And trust us, we can use all the help we can get.
Why? Social media content planning, curation, and publishing is a full-time team effort. It includes mundane tasks, ranging from scheduling posts to analyzing data.
Thankfully, these AI-powered tools empower marketing teams to save time and enhance content personalization efforts.
For example, with Planable AI, you can kiss writer’s block goodbye. Planable AI sits right in your composer, and you can rewrite captions with ease before you hit publish.
People stop for the image or video but stay and share for the caption. Don’t miss out on opportunities to increase engagement by writing crappy captions. AI can help you hit the mark. Every time.
Brands leveraging AI for content personalization in social media marketing
Here are some real-world examples that are successfully using AI to personalize content on social media.
Leveraging AI, Sephora personalizes its social media content in several ways:
- Personalized product recommendations: Sephora employs AI algorithms to analyze a user’s purchase history and preferences, curating personalized recommendations tailored to their interests.
- Customized beauty tips and advice: By analyzing skin type, hair type, and other factors, Sephora employs AI to provide personalized beauty tips and advice, ensuring users receive tailored guidance.
- Targeted social media ads: Sephora harnesses AI to target social media ads to specific users based on their beauty preferences, maximizing ad relevance and engagement.
Spotify uses AI to personalize its social media content in several ways:
- Personalized playlists: Spotify employs AI algorithms to analyze a user’s listening history and preferences, crafting tailored playlists.
- Music recommendations: Leveraging AI, Spotify recommends new music to users based on their listening habits and preferences, expanding their musical horizons.
- Targeted social media ads: Spotify harnesses AI to target social media ads to specific users based on their music preferences, increasing the likelihood of ad engagement.
Step up your social media marketing game with AI
As the digital landscape continues to evolve, the need for personalized content in social media marketing becomes increasingly crucial.
Thanks to AI-powered tools, you can gain valuable insights into your target audience’s preferences and craft content that converts. This personalized approach fosters meaningful connections, drives engagement, and propels business growth.
Step into the realm of AI and experience firsthand the impact of AI-driven strategies in crafting content that not only speaks to your audience but genuinely connects with them. With Planable, the journey to creating exceptional content becomes a daily reality for your team. Experience the power of unified planning, streamlined workflows, and effortless approvals, all within a centralized platform.
Encourage your team to create exceptional content today and every day ✨.