The Impact Of AI On Social Networking Sites

Rem Darbinyan is the Founder/CEO of SmartClick. SmartClick builds deep tech innovations based on artificial intelligence & machine learning.

getty

Artificial intelligence continues to play a game-changing role in many aspects of our lives. The social media landscape is one of the areas where this impact is most evident. From automatic content moderation and personalized recommendations to the ads we watch and beyond, AI is reshaping the way we interact and connect online.

According to Statista, the number of active social media users worldwide was 4.26 billion as of 2021, spending an average of 2 hours and 27 minutes daily on social media. Along with such growth in social media users, the need for AI solutions to understand customer preferences is also rising, with the AI market in social media expected to reach $3,714.89 million by 2026, recording a CAGR of 28.77%.

AI Tools In Social Media

In this digital era in which an unimaginable amount of data is generated daily, AI has become a significant part of the major social networks that contribute massively to managing this vast data coming to social media platforms. AI tools help enhance features of social media platforms and lead social media activities at scale across a number of use cases, including text and visual content creation, social media monitoring, ad management, influencer research, brand awareness campaigns and more.

Text And Visual Content Generation

Generative AI has been one of the most exciting trends over the past few years that uses text-to-image, image-to-video, image-to-image and other varieties of algorithms to create unique content like images, video, music and text. Among the AI-powered content generation tools that have become a big blast this year is Lately, which constantly learns from your past social media posts and generates the most effective content to scale your campaigns. OpenAI’s ChatGPT is another breakthrough chatbot technology that can understand natural language and generate human-like responses in a conversational way.

AI-powered visual content creation tools are also going mainstream. Text-to-image AI models like DALL-E, Midjourney and Stable Diffusion have been revolutionizing the way visual content is created. These systems use machine learning algorithms to create images from a text description or even to generate new variations of existing images. While many creatives have embraced AI text-to-image generators as an exciting tool for streamlining digital art creation, others have watched the arrival of this technology as controversial regarding the role of AI in visual art and issues concerning style appropriation.

Another evolving trend in the field of generative AI that’s worth attention is Lensa AI. While the app has been around for a while, its “magic avatars” feature has gone viral quite recently. Using the Stable Diffusion model, Lensa generates realistic images based on text input and creates stylized avatars that match already embedded images. Lensa and other generative AI models have been making waves on social media with the potential to create engaging content across various categories.

Influencer Marketing

Finding the right influencers is one of the critical elements for the success of any influencer marketing campaign and can put a brand on the map. Determining the best influencer for a given social media campaign is a big challenge for marketers. It is important to understand their audience and evaluate their potential based on factors such as age, location and level of engagement on their posts.

AI can drive in-depth insights about influencers, predict how well an influencer will align with the brand’s goals in each campaign using NLP and help brands select the relevant social media influencers by comparing data. Other beneficial applications of AI in influencer marketing also include assessing and calculating campaign ROI, identifying fraudulent influencers and even selecting the most effective content for each campaign.

Social Media Ad Management

Another benefit AI is rendering to social media platforms is ad management and optimization. AI-powered tools can help analyze hundreds or thousands of ad targeting and budget variations, find and segment audiences, make ad creative, test ads and improve speed and performance in real time to get the best results.

Marketers can also optimize ads for clicks and conversions, thanks to AI’s ability to predict which language will drive better results or which content you should create based on the keywords your buyers use when searching for products and services like yours.

Logo Detection For Monitoring Brand Campaigns

AI is bringing visual search to a new level with computer vision technologies. Many companies incorporate logo detection to analyze images containing the brand’s products across social media platforms. AI-powered logo detection systems also enable brands to check how often their logos appear on social networks. With visual content becoming an increasingly favored format for social media platforms, it is essential to analyze brand images and video use, get driven insights about brand mentions on social media and check the visual content for brand logos.

Challenges And Limitations

AI has enhanced social media user experiences, but it also faces several limitations. The possibility of algorithmic bias, which may result in the unjust treatment of particular groups of individuals, is one of the major issues. Additionally, the rapid technological advancement means that regulatory frameworks and ethical guidelines still have to catch up, leaving AI developers and social media companies to confront complex ethical and legal issues alone. Another growing concern is the effect of AI on social media jobs in the future. With the development of AI, many tasks currently carried out by humans could be automated, altering the nature of work. Addressing these concerns will require proactive initiatives to create new training programs and support for workers in affected fields, along with policies to guarantee that the benefits of AI are distributed more broadly across society.

Wrapping Up

AI and social media go hand in hand to improve marketing operations and provide better user experiences. From content creation and customization to influencer marketing and ad monitoring, artificial intelligence can help brands get more value and engagement from their social media activities and transform how they market across social networks. As AI evolves, it will become more valuable in social media marketing with more innovative and sophisticated tools to enhance the social media experience.

Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?

Related Posts