Machine Learning: A Social Media Game Changer
BY STEPHANIE PUTNAM, DIGITAL STRATEGIST AT DEFINITION 6
First things first: What is machine learning?
Machine learning uses technologies and algorithms that can quickly identify patterns, assess users’ behaviors, and help brands make better decisions that ultimately improve the customer experience. Machine learning is a big deal for our clients here at DEFINITION 6, since a better customer experience = a higher ROI.
Machine learning plays a major role in the strategic marketing plans of today. Moreover, the impact that social has had on our everyday lives starts to bring a level of actionable insights that can support all facets of strategic initiatives, and ultimately drive sales for your brand. Four out of 10 marketers say that AI and Machine Learning make their greatest contributions to accelerating revenue growth and improving performance. (Drift & Marketing Artificial Intelligence Institute, 2021)
So how exactly does machine learning impact strategy and content development?
- Machine learning understands users’ emotions through sentiment analysis and ensures you’re managing your brand’s reputation.
- It can improve efficiency and optimize everything from your website to marketing campaigns—even predict what content will be popular and emerging trends that are a good fit for your brand.
- Machine learning provides a deeper look at the type of content that customers engage with by monitoring behavior, shopping patterns and product recommendations, and analyzing text, images, and video and audio files. These insights, in turn, allow marketers to create content that their target audiences actually crave.
And, Silicon Valley is all over it: Social apps, including Facebook, TikTok, and Instagram, all leverage machine learning by choosing what content to display to users depending on their behavior, interests, and even location. These personalized content recommendations optimize the experience and extend users’ time spent on the platforms.
As social media has grown thanks to a seemingly endless supply of scroll-worthy content, introducing machine learning techniques to process all this data provides a level of automation that brands are searching for. These learnings will help to optimize your strategy development and further your relationship with your customers and audience by giving them more relatable content and providing a more authentic interaction with them.
From personalization and analytics to optimization and brand awareness, your marketing strategy can be taken to the next level by incorporating machine learning. Soon it will become even more evident how it can change companies’ interactions with customers. When looking out over the next five years, 80% of marketers believe they will be intelligently automating more than a quarter of their tasks. (Drift & Marketing Artificial Intelligence Institute, 2021) Because it’s one of the biggest impacts on the future of marketing, it’s time to allow machine learning to take your strategy and content to the next level.
Machine Learning in the Real World
Chase Achieves More Humanity in Its Copywriting
In 2019, Chase Bank partnered with Persado, a company that leverages AI for marketing creative. As the first to engage in this type of large-scale machine learning copywriting, they found—much to some marketers’ surprise—that machine learning-based copywriting actually helped them achieve more humanity in their marketing, not less.
In one example, a digital ad written by humans reads: “Access cash from the equity in your home.” Persado’s version, on the other hand, read: “It’s true—you can unlock cash from the equity in your home.” Persado’s version performed better with customers, showing the success of machine learning within marketing and content.
Unilever Helps Ben & Jerry’s Identify the Trend for “Ice Cream for Breakfast”
Unilever uses AI data centers to synthesize insights across a variety of sources, including CRM, social listening, and traditional marketing research. By leveraging this type of technology, they discovered a link between ice cream and breakfast. Unilever found at least 50 songs in the public domain that had lyrics mentioning “ice cream for breakfast” and companies such as Dunkin’ Donuts selling ice cream in the morning.
Unilever leaned into these machine learning insights as an opportunity to develop a range of cereal-flavored ice creams, including Fruit Loot and Frozen Flakes, for the Ben & Jerry’s brand.
REVOLVE Improves Visual Content Strategy with AI
Posting certain visuals on social media can drive more engagement than others, but how does a brand understand what part of the brand photography is most intriguing to an audience? Brands like REVOLVE leveraged Dash Hudson, a visual intelligence tools software firm, to analyze and predict how their photos and videos will perform before they are posted on social media.
This AI-powered tool analyzes trends and predicts how an audience will react to images based on their subject, composition, color palette, texture, and more. Using these insights, you can identify the visuals that are likely to resonate the most with your potential customers and improve your content’s social reach, impressions, and engagement.
Stephanie Putnam is our digital strategist based in the Atlanta office. Stephanie studied Public Relations and Advertising at The University of Alabama. She has over nine years of digital strategy and social media experience across a wide array of verticals including CPG, restaurants, logistics, TV, and more. Outside of the office, Stephanie loves to cook, kayak, and read. She has a slight obsession with all-things reality TV and true crime documentaries.