Social Metamorphosis: 5 AI Trends that are reshaping Social Media

Sarah Dabharia1 February 202413 February 2024AIAI, artificial intelligence, public relations, social media content, Social Media Marketing

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Gone are the days of mindless scrolling and generic content feeds. Artificial Intelligence (AI) is completely transforming how we consume media. With the social media landscape undergoing a fascinating transformation, we’re seeing the changes happen in real time.

There’s been a complete shift in how we experience content online, from eerily accurate content recommendations to chatbots that answer your questions in real-time, AI is weaving its magic, reshaping the way we interact, consume information, and even create content.

AI Content Recommendations

Thanks to the power of AI algorithms, our social feeds are filled with content aligned with our interests. By analysing user behaviours and content preferences, these intelligent systems are able to create a personalised feed that’s unique to each user. Curated feeds come as a result of constant learnings and the analysation of every interaction. Generic content recommendations are no more and a selection of articles, videos and images that pique your curiosity are readily available from the moment the app is opened.

AI goes beyond interests and identifies individuals whose voices and styles resonate with each user, meaning you’ll have a for you page that is really just for you! Users will see more content from creators who they follow and discover new ones through AI’s ability to analyse online behaviours- meaning you’ll have access to a range of creators who share similar perspectives and a breadth of valuable insights catered to you.

It’s important to remember that although AI-powered personalisation offers undeniable benefits, staying informed and critically evaluating the content you consume is crucial, to avoid filter bubbles. Users are in control of their own social media experience, no matter the platform and using AI for good will only enhance ones social journey, allowing users to engage in meaningful conversations to truly unlock the potential of this evolving landscape.

AI Generated Content

AI on social media is rapidly evolving and new approaches to generated content are becoming readily accessible to users worldwide. In today’s hyper digital era, tools have been designed to generate copy, social content, images and even videos too! AI is injecting itself into the creative process, reshaping how we express ourselves online. One of the major benefits to AI generated content is the accessibility and inclusivity of using such tools. Ultimately, not everyone has access to the resources needed to create high-quality content and AI is able to bridge the gap by providing affordable and user-friendly software that can empower individuals and businesses with limited expertise. Tools such as Chat GPT, Claude.AI, Wordtune and Magic Studio are accessible to all, giving everyone a voice and the ability to participate regardless of background.

However, AI generated content on social media is a double-edged sword. We know it can dramatically improve processes offering an efficient way to distribute and create content, personalisation and accessibility but many concerns around authenticity and ethical considerations remain. Striking a balance is key and AI should be used as a powerful tool to amplify human creativity, not replace it.

AI Chatbots

Thanks to AI chatbots and virtual assistants the way in which we interact with brands and businesses is changing! These intelligent programmes are able to act as 24/7 companions, engaging with users in real-time. From a business perspective, chatbots allow for a present brand around the clock and by participating in conversations in real-time brands are able to foster a sense of connection and responsiveness by providing information. Virtual assistants also offer a cost-effective solution to larger businesses who are handling a high volume of inquiries, allowing them to effectively scale their customer service operations efficiently and a lower overall service cost by reducing reliance on human agents.

On the other hand, for smaller start ups with limited resources, the initial costs of such tools may pose financial challenges. Also, with the limited scope that these chatbots have when it comes to complex issues, overreliance on these chatbots and virtual assistants can lead to frustrated customers. In most cases, human understanding and judgement is necessary to solve complicated problems, which is why human agents are needed.

Trend Analysis

AI powered trend analysis can be a really beneficial tool for brands and creators alike. The speed and accuracy of analysing trends is unparalleled allowing businesses to access invaluable insights that can benefit upcoming campaigns and overall business goals. AI is changing the way in which we understand social media trends, for example:

Revealing Hidden Gems: AI excels at uncovering hidden gems on social media platforms by analysing niche communities, identifying relevant, rising influencers all before they reach the mainstream media. This is particularly helpful with influencer mapping exercises and identifying key talent for campaigns, thus allowing brands to collaborate with creators who’s values align with theirs and to tap into new niche communities online.
Beyond Engagement Metrics: AI tools are now able to look beyond the standard engagement metrics such as likes and shares. These intelligent systems are able to analyse a wider range of metrics including emotional response and even user journey! Traditional engagements capture a single moment of when content has been liked, shared or spiked conversation, but AI is able to track detailed insights which in turn, reveals a deeper understanding on content funnels. Brands can then use this information to identify potential drop-off points and then optimise the user experience for better engagement and conversions.

Content Moderation

Platforms such as Instagram and Twitter employ AI to scan and filter content online. Anything that violates guidelines or any inappropriate material will be blocked out thanks to the tools implemented. There are different types of AI powered content moderation, including:

User-only moderation: Businesses and creators are able to select and filter out what they deem inappropriate online. This is a cost-effective way of moderation for brands as they can block content by utilising viewer concerns. This is because, this type of moderation relies on viewers to filter out inappropriate content.
Pre moderation: By using Natural Language Processing (NLP) words and phrases that violate policies will automatically be rejected. Content must meet platform guidelines and by using NLP, this automated approach allows for effective moderation, without the need for someone to review every post.

In 2024, AI in social media is enhancing our online journey more than ever. As these AI tools become more prevalent in our day to day, it’s important to remember that collaboration is key. AI must not replace the work of brands and creators but rather enhance content and the user journey. AI is revolutionising personalisation and hyper-personalised content is at an all time high. However, we must approach AI with both curiosity and caution to ensure that this social metamorphosis fosters a more engaging, inclusive, and ultimately, human online experience.

At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.

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