AI offers promising differentiation for brands and digital marketers – Ma
By Abimbola Mohammed
Artificial Intelligence (AI) continues to revolutionize how businesses use social media to market their products or services. Social media marketing is a must for any business looking to succeed in the digital world. But with billions of users and endless content, it’s tough to stand out.
Thomas Ma, Co-Founder of Sapphire Studios, during an exclusive interview with MARKETING EDGE from Arizona, USA, said that in today’s saturated digital landscape, standing out in social media marketing is undeniably challenging. He noted, however, that the integration of AI offers a promising avenue for brands and digital marketers to differentiate themselves.
His words: “The key to standing out using AI in social media marketing lies in its strategic application, ensuring it complements human creativity rather than replacing it.”
Speaking on some of the benefits brands and marketers can get if they integrate their digital marketing strategies, Ma said: “To strategically integrate AI, it’s essential to pinpoint where it can enhance the creative process. Remember, AI is a tool, not a replacement. It’s designed to augment human creativity, not overshadow it. Brands should prioritize quality over speed, while time efficiency is crucial. AI shouldn’t come at the expense of quality.
“For instance when using AI to craft a video ad, its success should be measured not just by the speed of creation but also by its performance and engagement metrics. Quantifying AI’s efficiency begins by assessing the time saved when employing AI versus traditional methods. This provides a tangible metric to gauge AI’s effectiveness in streamlining processes. Break down the creative process and evaluate each segment where AI is applied. If each piece demonstrates improvement, it’s a clear indicator that AI is adding value to the business.”
Ma noted that AI acts as a powerful ally in the realm of social media marketing, streamlining processes, enhancing content quality, and ensuring that brands remain at the forefront of digital engagement.
“One of the most significant advantages of AI in social media marketing is the drastic reduction in time spent on tasks. Activities that previously took hours to complete can now be executed in mere minutes, allowing marketers to focus on strategy and other high-value activities.
“AI can process and interpret vast amounts of data with unparalleled speed. For instance, by uploading graphical data, marketers can instantly receive comprehensive summaries, making data-driven decisions more accessible and actionable. It can also generate caption ideas tailored to a brand’s voice and audience preferences. By analyzing public data, AI tools can suggest captions that resonate with the target audience, ensuring content remains engaging and relevant,” he explained.
He added that with tools like Mid Journey, AI can craft compelling visuals in a fraction of the time it would take manually. These AI-generated images can be swiftly integrated into social media posts, ensuring a consistent and appealing visual presence.
He mentioned the top AI tools revolutionizing social media marketing beyond the capabilities of Chat GPT, including Midjourney, Eleven Labs and Photoshop AI.
“In essence, AI empowers brands to fine-tune their social media content to tailor to their audience’s preferences and cultural nuances. This personalized approach, combined with the efficiency gains from AI, paves the way for heightened engagement and a more profound connection with followers,” he added.
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