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As businesses of all industries are increasingly turning to social media to market their products and services, the demand for high-quality content is growing and it is absolutely necessary for your brand to stand out among an endless sea of other posts all vying for your customers’ attention.

Although recent developments, such as the launch of OpenAI’s ChatGPT, have made AI-powered content creation widely accessible, it can still be a challenge for marketers to use it expertly and achieve the best possible results for their brand using AI tools.

Difficulty generating specific brand voices, the ever-present threat of AI “hallucinations,” and outputs that are obviously AI-generated can be challenging to navigate.

Nevertheless, using AI to create personalized content that resonates with target audiences can help businesses build a strong social media presence, increase engagement, save time, and ultimately improve content quality.

There is a significant learning curve to be able to effectively leverage the power of AI for social media, and for reasons we will delve into below, marketers should seriously consider partnering with a social media agency with AI expertise if they want to get the most out of these tools.


Does AI Increase Efficiency?

One of the most significant benefits of AI-powered content creation is the potential for increased efficiency. But what exactly becomes more efficient with AI assistance?

While AI-powered tools can help to automate the content creation process, tools that offer this sort of service still output extremely surface-level content (at least, this is true at the time that we’re publishing this article). By relying on them without any additional input from a social media expert, you run the risk of posting content that can be overly similar to that of your competitors or that is just generally unaligned with your company’s brand voice or key objectives.


AI-Powered Social Media Research and Brainstorming

What can become significantly more efficient with the assistance of AI is the research and brainstorming process.

By inputting key information about both your social media objectives and content creation goals into a generative AI service such as ChatGPT, a wealth of ideas is available at your fingertips in a matter of seconds.

For industries with complex jargon, such as pharmaceutical and healthcare industries, this can be incredibly useful to speed up the amount of time usually required for content creators to intelligently and intently understand the product or service and translate that into engaging content.


The Risk of Hallucinations and Falsified Knowledge

It’s important to note that the current limitations of generative AI do pose a serious risk of providing you with what is being called a hallucination.

This refers to when the model taps into its creative capabilities when it should be instead focused on providing you with learned knowledge, resulting in false information. These hallucinations can range from humorously fake to downright convincing, making using falsified knowledge in your content a serious threat if the time is not taken to investigate each output properly.

For example, at Spark Growth, we’ve seen ChatGPT provide us with information about books that do not exist, right down to the plot summary and author. While testing ChatGPT’s abilities to conduct competitor research, we’ve also encountered outputs of fake, made-up businesses that included hallucinated information such as their prices and services.

Still, AI has incredibly powerful research capabilities that can allow creators to develop more complex, engaging, educational content in less time. This can lead to a more diversified and valuable feed, ultimately creating more value for your followers. However, hallucinations must be taken seriously, with each output closely evaluated. The last thing you want is inaccurate content on your feed!


Potential For Improved Engagement

Another significant benefit of AI-powered content creation is the potential for significantly improved engagement.

Why? AI-powered tools assist creators in making content that is valuable to their audience at scale, as we explored above. This can lead to increased engagement, which can help businesses build a stronger social media presence.

By analyzing the behavior of social media users, AI-powered tools can assist with developing content that is tailored to their interests and preferences. This means that businesses can create content that is more relevant to their target audience, which can ultimately result in increased engagement and brand loyalty.


Using Prompt Engineering For Brand Voice Aligned AI-Generated Content

Prompt engineering is an essential part of the AI-powered content creation process. By developing prompts that are tailored to a brand’s voice and objectives, an agency can help ensure that the outputs from generative AI services are aligned with the brand’s messaging and goals.

For example, if a brand’s voice is humorous and playful, prompts can be crafted to generate content that reflects this tone. On the other hand, if the brand’s messaging is more serious and informative, prompts can be developed to generate content that educates and informs the audience.

By working with a social media agency that specializes in AI, businesses can benefit from their expertise in prompt engineering. This can lead to more effective and engaging content that is aligned with the brand’s messaging and goals, ultimately helping to build a stronger social media presence and increase engagement with the target audience.


The Value Of Working With Experts

With the risk of AI hallucinations and outputs that are obviously AI-generated, businesses should partner with a social media agency with AI expertise to get the most out of these tools.

AI-powered research and brainstorming can save valuable time and resources, but the limitations of generative AI do pose a serious risk of providing the user with false knowledge.

By utilizing AI, businesses can create high-quality content that is more likely to resonate with their target audience. However, without an expert social media agency, the risks of AI hallucinations and unaligned content can be detrimental to a brand’s reputation.


Could AI-Powered Social Media Content Be Right For You?

AI-powered content creation is transforming the way businesses approach social media. By leveraging AI, businesses can increase efficiency, improve engagement, save costs, and improve content quality. As social media continues to grow, incorporating AI into your content creation strategy can give you a competitive advantage.

If you’re interested in learning more about how AI can benefit your social media presence, reach out to Spark Growth today. Our team of experts can help you create a content creation strategy that leverages the power of AI to help you achieve your business goals.

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