Artificial Intelligence (AI) in Social Media
Nowadays, social media is undergoing a transformation thanks to the AI and technologies such as machine learning. ML leverages big data sets in order to get insights and optimize business processes. In fact, social media produce huge amounts of data every day. Mostly it’s content, comments, customer interactions, etc. To gain information about each individual user of your platform you need to translate that data.
Digital marketers should use machine learning for marketing to better understand buyer persona, increase lead generation, improve customer experience, and as a result – increase sales and conversion rates. Moreover, it is possible to encourage social media engagement with AI personalization engines that will match the preferences of each individual person. But let’s see some specific examples.
Below you will discover 6 ways in which machine learning and AI are transforming social media today.
AI algorithms and machine learning in marketing analytics are specifying the preferences of each user and then recommend appropriate content for them. Additionally, AI algorithms recommend more articles to read (or videos to watch) which increases the time of using the web service. In other words – AI offers an effective recommendation system.
This kind of content personalization and recommendation engine solution increases and improves user experience (UX) which directly converts to a time users spend on the website and as a result in their monetization. The rule is very simple – show the right content at the right time for the right person.
Content popularity prediction
It is highly beneficial to be able to predict what will be popular tomorrow. Forecasting daily demand for content will give you the possibility to prioritize content on your website. You will be able to properly arrange content on the website according to customers’ preferences. This solution helps companies to plan content publications, their topics, and a specific user group target.
Nowadays, social media allow consumers to become contributors and distributors of created content. It led to an exponential growth in the amount of information and has resulted in an online competition for consumer attention! For the past few years, enterprises have been observing particular content popularity dynamics are have been trying to understand what makes one piece of text more popular than another.
How to predict content popularity? Content popularity prediction is used in different areas of social media, the Internet, and some platforms such as Netflix e.g.
Customer churn prediction
Companies try to predict which client is most likely to stop using their platform or delete the profile. Such information can help to maintain relationships with high risky customers. That is highly valuable because the cost of acquiring the client is 5 times greater than the cost of maintaining one.
Read more about Customer churn prediction in our article “Customer Churn Prediction using Machine Learning (How To)” or about AI technology: Machine Learning in Sales.
Customer lifetime value prediction (LTV)
Companies try to predict how much money a particular customer will spend on the platform. By analyzing their behavior on social media and digital platforms, artificial intelligence can determine their habits and what encourages them to spend money.
Read also our article: “Customer Lifetime Value (LTV) Prediction using Machine Learning“.
AI for sentiment analysis of posts on social media
Entrepreneurs try to detect negative comments (with bad mood) and respond properly to them. It helps to verify how the influencer’s post is received. It is important e.g. for FMCG or production companies to be aware of the opinions about their new products in social media. Then companies are able to interact with existing or potential customers and better understand their expectations and needs.
Post subject image personalization
It is being used to match the best image to each customer – basing on their preferences. It helps to maximize the post-opening conversion. Users are more likely to click on articles that have a background similar to their favorites. Personalization always helps in increasing customer loyalty and as a result, improves sales and customer monetization. Such solutions are being built with the help of advanced AI technologies such as Computer Vision.
You may also find it interesting – AI Image Recognition.
Most of the already mentioned solutions are also used in the influencer marketing industry. This is a very hot topic and a new way for companies to leverage analytics and data from social media in order to boost their marketing campaigns. AI together with influencer marketing platforms give an opportunity for marketers to understand perfectly their audience and choose the right influencer for a planned marketing campaign. Influencer marketing platforms with the help of AI engines are able to process huge amounts of data, detect audience demographics, and match the right influencer’s account to the planned marketing campaign.
To sum up – AI in social media
Social media generates a lot of data that potentially can be used to monetize your customers and improve their experience. There are many more possibilities of using the data – it all depends on what information you collect in your company and how. There are plenty of opportunities today to use data that is generated every second.
If you want to discuss how exactly your company can take advantage of artificial intelligence and machine learning, drop us a line, we are always happy to help.