The Future Of Social Media Marketing Is Real, Raw & AI-powered

Dr Somdutta Singh Feb 28, 2024

Do you know which was the world’s first social media platform? It was a few decades back, way way before Mark Zuckerberg would have probably even thought of adding another one on the horizon.

It was called Six Degrees, founded by visionary Andrew Weinreich.

Then again, like I always say, there's only one thing that remains constant: change.

The same principle applies to the social media marketing cosmos as well, right?

With each passing day, platforms like Facebook, Instagram, TikTok, and Twitter continue to shape-shift, leaving marketers scrambling to keep up with the latest trends and algorithms. Yet amidst this whirlwind of innovation, a new paradigm is emerging—one that prioritises authenticity, embraces raw content, and harnesses the power of AI to connect with audiences in more meaningful ways than ever before.

Short And Sweet

Gone are the days when polished, heavily edited content reigned supreme. Today, consumers crave authenticity—they want to see the real, unfiltered side of brands and influencers alike. This shift towards raw content has given rise to a new era of storytelling, one where imperfection is celebrated, and vulnerability is embraced. Brands that can authentically connect with their audience on a human level are finding unprecedented success in the digital sphere.

But authenticity alone is not enough to cut through the noise of social media, can it?

We live in an era where attention spans are shorter than ever, only 8.25 seconds to be precise, marketers must also find ways to captivate their audience in a matter of seconds.

Enter AI-powered content creation tools.

Do you remember your first conversation with Siri or Alexa? Whoa! It was an earth-shattering innovation, wasn’t it? But something was amiss, right? Their responses were robotic, devoid of any real human touch.

Enter ChatGPT and we quickly forget all that, didn’t we?

Leveraging machine learning algorithms, these AI tools can analyse vast amounts of data to predict what types of content will resonate most with a given audience. From personalised product recommendations to hyper-targeted ad campaigns, AI is revolutionising the way brands engage with consumers on social media.

For instance, the global AI market size is expected to be worth $407 billion by 2027, and $2 trillion by 2030. Also, according to McKinsey, AI could add a staggering $25.6 trillion to the world’s economy.

Take this also, for example, the rise of influencer marketing. Once seen as a novelty, influencers have become integral to many brands' social media strategies. However, as the market becomes increasingly saturated, brands are turning to AI to identify the right influencers for their campaigns. By analysing factors such as audience demographics, engagement rates, and past performance, AI-powered platforms can match brands with influencers who are most likely to drive meaningful results.

According to Influencer Marketing Hub, the influencer marketing industry is set to grow to approximately $24 Billion by the end of 2024 while 63 per cent of companies plan to use AI in executing their influencer campaigns and 55 per cent of these brands will use AI for influencer identification.

Furthermore, AI is enabling brands to create highly personalised experiences for their audience. Through the use of chatbots and virtual assistants, brands can now provide instant, round-the-clock customer support, tailored product recommendations, and even personalised content suggestions—all without the need for human intervention.

Randi Zuckerberg, former director of market development at Facebook has put this forward so frankly, “Artificial intelligence in social media transforms how brands connect with their audiences. It’s all about creating personalised and meaningful experiences.”

But perhaps the most exciting aspect of AI-powered social media marketing is its ability to unlock new levels of creativity and innovation. From deepfake technology that allows brands to seamlessly insert their products into user-generated content to virtual reality experiences that transport consumers into immersive brand worlds, the possibilities are endless.

But, of course, with great power comes great responsibility. As AI continues to play an increasingly prominent role in social media marketing, brands must remain vigilant about ethical considerations such as data privacy, algorithmic bias, and the potential for misuse.

The future of social media marketing is real, raw, and AI-powered. By embracing authenticity, harnessing the power of AI, and pushing the boundaries of creativity, brands can forge deeper connections with their audience and drive meaningful results in the digital age. So, buckle up and get ready for the ride—the future of social media marketing is here, and it's beyond reels and shorts.

(The author is Dr. Somdutta Singh, Serial Entrepreneur, Founder and CEO Assiduus Global Inc, LP Angel Investor, Author, and Advisor at Govt of India (Niti Aayog))