The Growing Role of AI in Social Media

The Growing role of AI in Social Media

Recently, the Facebook Artificial Intelligence Research department (FAIR) programmed two chatbots to trade with each other. These talks fell apart however, when the bots began chatting in a language that was not English. It was a shorthand that only the chatbots could understand and they created it on their own.

If this sounds like the start of a sci-fi summer blockbuster to you, don’t start panicking just yet. The bots were not instructed to use English in their negotiations, and because they are Artificial Intelligence, they do not understand the concept of a book, hat, or apple. The shorthand used was an easier way to communicate their needs in a way that only robots could understand. Shortly after this, Facebook had these specific versions of AI bots stop creating languages. That doesn’t mean Facebook has given up on the project of chatbot communication, or the role of Artificial Intelligence in social media.

The best way to summarize social AI is the ability to filter customer data like history and content in order to create a more personal and meaningful experience.

Popular uses of AI

One of the most popular uses of AI in social media today would be the filters used in SnapChat and Facebook’s camera. This facial recognition technology is not just limited to selfies; If you upload a picture to Facebook, you will see their facial recognition technology at work. The technology automatically tags the faces of the people in the photo, or who it thinks they are at least.

Another use for AI in social media is in a customer support role. This type of technology is not new, and has been popular since the days of AOL Instant Messenger, but as the technology has advanced so has the role of the customer service bot. Nine out of ten customers would rather talk to a business using a messaging app than over the phone. Large brand names like Sephora and Hyatt, use AI and messengers to offer tips and real-time support. As the technology grows you can expect this type of marketing to be more accessible to smaller companies.

AI and Marketing

One of the best uses of artificial intelligence in social media marketing is the potential to collect data. People have all kinds of tools to collect data on what ads are working best. Additionally there are tools to see data on what the customers want. However, having to collect and digest this data can be time consuming, and it’s not fool-proof. Various AI tools can help to allow less time spent on analyzing and more time creating and engaging customers. 

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Social Media: Snapchat vs. Instagram

Snapchat v. instagram

If your business wants to use social media to tap into the youth market, or target customers between 18 – 34 Snapchat and Instagram can be powerful tools. Snapchat has 300 million active users every month and of those users, 71% are under the age of 34. Additionally, 30% of millennial internet users use Snapchat regularly. Instagram has 600 million active users, with 59% under the age of 30.

Both platforms focus on using images to share a message. However, Snapchat and Instagram can be used in very different ways and for different purposes. Here are some tips to help you figure out which platform is right for you.

Filters vs. Stickers

Instagram helped get the word “filter” into the social media user’s vocabulary. With over 20 filters to choose from, as well as custom editing, there are lots of options for video and photo editing right from the app. Unless you are using the Instagram stories,  you will not be able add some of the fun filters Snapchat has helped make popular. Snapchat uses geofilters, facial recognition technology, and stickers. This encourages a more playful and fun post!


Finished Product vs. Behind-the-scenes

If you scroll through Instagram you’ll see lots of photos that look professionally lit and staged. Snapchat users rely on the fact that the photos and videos on Snapchat do not stay forever. This allows for users to post things that are not perfectly polished, such as behind the scenes footage or a photo they like.  It removes the worry of the post not meeting standards of a formal post. If you want to share lots of content that looks polished and professional, Instagram may be a better choice for you. If you want to share otherwise unpublished content, Snapchat is a good choice.


Comments vs. Chat

One of the major differences in platforms is how you can engage with your customers. Instagram has public comments. This means a comment can be left by anyone on a public image and can be seen by anyone. Users can like comments and respond to other commenters. Snapchat does not allow for public commenting, but instead offers chats. This can happen between one person, or possibly a group of selected people. These chats are not public, and like the rest of Snapchat content, the chats are not permanent.

Snapchat and Instagram have already positioned themselves as powerful tools in the social media marketing arsenal. They can be used effectively to reach a new audience and increase engagement. If you have questions or want help managing your social media platforms like Instagram No time for Social is here for you!

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