How can AI be used in social media?

Social media has become a vital tool for marketing professionals, small charities, and non-profits. It offers a unique opportunity to connect with your audience, amplify your message, and achieve your goals. However, with millions of posts published daily, cutting through the noise and creating engaging content has become more challenging. This is where a strong social media strategy, paired with emerging AI tools, can revolutionise how organisations communicate online.

Today, we're re-visiting what makes great social media content, how to customise posts for various platforms and the growing role of AI in content creation.

Understanding Your Audience

Before you can create content your audience loves, you need to understand who they are. Identifying your target audience is the foundation of your social media strategy. Ask yourself the following questions:

• Who is my ideal audience?

• What are their preferences, behaviours, and pain points?

• Which platforms do they actively use?

Tools like Facebook Audience Insights or tools within AI-powered platforms like Jasper can offer detailed analytics to define and profile your audience. Knowing precisely whom you are creating content for allows you to craft captivating, purpose-driven posts that genuinely resonate.

What Makes Good Social Media Content?

Engaging Content: Great social media posts grab attention immediately. Achieving this involves clarity, creativity, and relevance. Whether you’re a small charity aiming to drive donations or a business promoting new services, your posts should be clear and focus on your audience’s needs or interests.

Shareability: The hallmark of an effective social media post is its ability to spread like wildfire. Use emotional hooks, such as humour, relatability, or inspiration, to encourage users to share your content with their network.

Consistency and Branding: Strong branding builds trust and recognition. Tailor your tone of voice, design, and messaging to maintain a cohesive feel throughout your communication.

The Difference in 2025: With AI integration and algorithms requiring increasingly personalised content, planning for the future means creating content that feels natural, highly relatable, and inclusive.

Utilising Different Platforms

Different platforms call for different strategies. A single post often isn’t “one-size-fits-all.” Here’s a quick guide to tailoring your content across three key platforms to ensure it thrives in each unique setting.

Facebook

• Best for building communities and storytelling.

• Use lively photos, short videos, or infographics.

• Highlight events, testimonials, case studies, or behind-the-scenes glimpses.

Instagram

• Lean heavily into visuals.

• Stories, Reels, and carousels allow you to provide timely, creative updates.

• Use hashtags to extend reach but keep captions short and engaging.

LinkedIn

• Best for professional, thought-leadership content.

• Publish long-form posts, industry news, or business updates.

• Share success stories that reflect organisational values.

Strategies for Social Media Success

Crafting Calls-to-Action (CTAs): A great CTA fuels interaction. Use action-oriented language like “Donate Now,” “Shop the Collection,” or “Tell Us Your Thoughts.” Keep CTAs clear, strong, and aligned with your objectives.

User-Generated Content (UGC): Encourage your audience to create content about your brand, campaign, or mission. Share their highlights! This builds community and fosters trust.

Staying Trend-Savvy: Trends evolve by the day. Keep a close eye on hashtags, memes, and platform updates. Use tools like BuzzSumo or Google Trends to stay informed, ensuring your content remains relevant and engaging.

Measuring Success

It’s essential to measure how your social media efforts translate into results. Diving into metrics allows you to refine your approach continuously.

Key Metrics:

• Engagement Rates: Likes, comments, shares, and saves indicate how well your content is resonating.

• Reach and Impressions: Understand just how many eyes your content is catching.

• Conversions: For charities or businesses, track clicks, sign-ups, or donations stemming from posts.

Tools to Measure: Use free built-in analytics tools like Instagram Insights or Twitter Analytics. Alternatively, platforms like Hootsuite or Sprout Social take your insights up a notch by packaging all your performance data into easy-to-read reports.

How AI Can Help

AI will truly revolutionise how we approach social media. With the right tools, creating content becomes quicker, smarter, and more on-brand.

AI tools can help craft highly personalised, high-performing content. Platforms like Jasper and ChatGPT assist marketers in writing engaging captions, while tools like Canva’s Magic Design simplify the creative process with AI-generated templates.

How AI Can Save Time

• Content Ideation and Creation: AI can provide suggestions based on trends or previously successful posts.

• Scheduling Automation: Tools like Buffer and Later ensure posts publish at the optimal time without manual effort.

• Streamlining Communication: Advanced chatbots powered by AI seamlessly handle common customer service queries.

AI will continue to advance in predictive analytics, audience insights, and even real-time content strategy tools, making it an indispensable tool for marketing professionals.

Create Good Content

The key to thriving on social media is adaptability, creativity, and a solid strategy. Whether you’re a seasoned pro or just starting out, there’s always room to grow and experiment.

Start by understanding your audience, hone your content for platform-specific performance, measure constantly, and leverage the powers of AI to amplify your strategy.

Remember, social media success doesn’t happen overnight—but with the right steps, it’s entirely within reach. Take action today, innovate, and start creating memorable, engaging content that drives impact. If you’re struggling with time and resources to create good content and you’re dabbling with AI tools like ChatGPT. Try this free prompt pack, it’s got a ton of ready-made prompts to help you get the right outputs, speed up your marketing and remain on brand.